"Two Child" Policy To Stimulate Domestic High-End Children'S Clothing Brand Growth Potential

In recent years, the world fashion Children's wear The booming market seems to be immune to the effects of the global slowdown, though many. Luxury goods The sales of brands are declining year by year, but the children's wear market is growing steadily. Influenced by the "two child" policy and the new generation of parents' brand awareness, the growth potential of children's wear market is huge. The famous designer clothing company Jiangnan cloth clothing also seized this opportunity, extended its unique style to the children's clothing brand JNBY by JNBY, while achieving good sales results, completed the closed loop of its brand ecosystem.

"Two child" policy to stimulate domestic high-end children's clothing brand growth potential

In recent years, the scale of children's wear in China has been expanding and maintaining a relatively high growth rate. According to Euromonitor, a world-renowned consultancy, the market for children's clothing in China reached 137 billion 200 million yuan in 2015, and the growth rate reached 8%. The two child policy will also continue to detonate the baby market. The statistics show that the "two child" policy will bring 15 million 750 thousand new population in the next 4 years, which is expected to bring about nearly 100 billion baby related consumption space. In 2017, China's children's wear market is expected to break through 150 billion yuan. Under the background of the depressed demand for the environment, especially in the background of the growth of the adult clothing market and the saturation of the men's and women's clothing market, the fast growth of children's wear market is particularly bright. It has become a new growth field in the development of the clothing industry.

In 2015, the share of the top ten children's clothing brands in China was only 11%, far below France's 52%, Britain's 43%, and the United States 38%, and so on. Even half of neighbouring South Korea's 39% and Japan's 26% were not available, which brought opportunities for children's wear brands. Children's wear brands can be classified into professional children's wear brand and adult wear extension brand according to the access path. At the same time, children's brands can be classified into domestic brands and foreign brands according to their brand origin. Under the temptation of strong market demand and huge profits, children's wear market has become the focus of the development of major clothing brands. Luxury brands such as Baby Dior, D&G baby and Armani Junior have arranged children's clothing and entered the Chinese market. Analysts believe that, compared with foreign high-end luxury brands, the domestic high-end brands on the basis of quality assurance, the price is more close to the people, the growth potential is even greater.

A new generation of parents has strong brand awareness, brand value and core competitiveness.

The analysis shows that no matter from the educational level, educational ideology, and consumer behavior habits, we can see that the new generation of parents has higher education level, more scientific conception of raising and stronger brand awareness of consumption. Now, after 80 and 90's parents gradually become the main body of children's clothing consumption, they have developed from dressing themselves to hope to extend their taste to children, and this promotes children's clothing consumption to become more branding. Jiangnan Buyi spent a year doing a lot of experiments, and sold children's clothing in more than 100 stores nationwide, and achieved good results. The experimental results also accelerated the progress of the brand's independent shop.

The quantity of children determines the consumption capacity of children's clothing market, and the consumption habits of parents determine the market's consumption frequency and quality. The unique brand ecosystem of Jiangnan cloth clothing determines that its performance in children's clothing market will be more competitive than other brands: the market positioning of Jiangnan cloth is accurate, its brand positioning is clear, relying on the strong designer team resources, successfully hatched a number of highly recognizable and styled designer brands, and its brand portfolio is suitable for different consumer groups. From JNBY women's clothing to men's wear brand sketch, to JNBY by JNBY, and then to white collar women's wear less, covering the most powerful consumption age.

The design of children's clothing brand JNBY by JNBY has also extended to some extent the style of Jiangnan cloth garments. But in the face of different audiences, there is a big difference between children's wear and adult wear. For example, in the adult world, objects are figurative, but in children's imaginary space, these are abstract and unstereotyped. Therefore, from the design elements, JNBY by JNBY will start from the perspective of children in the design of clothing, and will usually bring children into imaginary space through the events of the season, let them be free and play, hide their emotions into the whole design relationship, and construct a sense of belonging to children.

Clothing enterprises need to establish a brand ecosystem to grasp the brand development track.

The competition of the clothing industry in the future will not only be the competition of price and quality, but also the competition of brand influence and brand ecosystem. The market segmentation will be even higher. The effect of fans will be magnified. Girls begin to wear men's clothing from JNBY to their beloved men, to wear the first JNBY by JNBY children's clothes to baby, and then to the seamless integration of decorations and furniture designs. These are the life ideas of the middle and high-end designer brand that Jiangnan cloth hopes to pass on to their users.