If You Want To Wear A Crown, You Must Take Care Of It!

According to industry sources, domestic

The bonus window period is about 3-5 years. How does the children's clothing brand stand out from the complex competitive environment?

Demand stimulates consumption, and consumption drives the development of garment industry subdivision. There are few customers in men's and women's wear brand stores in China, but the flow of children's clothing shops is not small. Shoppingmall

The children's wear market in China coincides with the growth period. The industry concentration ratio is obviously smaller than that of men's clothing and women's clothing. This means that the immature children's wear market has a better development space.

According to industry sources, the bonus window period of the domestic children's wear industry is roughly 3-5 years old. The challenge of consumer escalation and the entry of the international children's wear brands are how to stand out from the complex competitive environment for the domestic children's wear brands. Since last year to the first half of 2018, the fashion clothing and apparel enterprises at home and abroad have laid out the children's clothing business in large numbers, including the clothing enterprises that come from a single children's clothing business, and there are no lack of casual leading enterprises or domestic listed companies.

The success of Ann's children's clothing business and children's wear brand building can provide some inspiration for you.

Semir Costumes: Barbara children's clothing performance will be

Recently, Semir clothing released the 2018 China Daily, whose performance has been strongly recovered. Semir clothing, casual wear and children's clothing, which was not favored by the industry last month, refreshed the industry's recognition of it in the first half of this year.

According to China's clothing network, in the first half of, the total revenue and net profit of Semir clothing reached 5 billion 532 million yuan and 667 million yuan respectively, and the total revenue and net profit respectively increased by 24.8% and 25% respectively.

In the first half of this year, the revenue of casual adult clothing business reached 2 billion 625 million yuan, and the sales of children's clothing business exceeded 2 billion 869 million yuan of the main leisure business, and two business revenue increased 21.91% and 27.7% respectively over the same period last year.

It can be seen from this set of data that Semir clothing has changed the growth of the main leisure apparel business, and the children's clothing business is in a state of rapid growth.

The performance of Semir's clothing is in line with expectations. The main reason is that the industry is developing upward trend, the leisure clothing market is reviving, the inventory turnover rate is increased, and the inventory turnover days have been reduced to 133 days, with a reduction of 23 days; the layout of the outlets is reasonable, and the operating efficiency of the stores under the online and offline improvement has been improved. The main business revenue growth rate of the electricity suppliers in 1-6 months has increased to 32% to 1 billion 600 million yuan, and the sales revenue has increased by 22.1% yuan to 3 billion 890 million yuan over the same period.

Semir

Shao Feichun, general manager of the electricity supplier, recently said that the overall online channel will continue to increase, driven by the increase in online consumption, including consumer goods, clothing and food.

Shao Feichun said that the next offline channel will remain the main selling channel for the market of maternal and child products.

We found that Semir clothing in the store layout, gradually from the original Street store and Shang Chao Department Store actively to shoppingmall and Otter and other channels, as of the first half of this year, including children's clothing, Semir clothing shoppingmall type stores up to 1300, although such channels store online channels accounted for only 15%, it is easy to see that Semir clothing intends to turn shoppingmall into children.

Brand Barbara's main revenue position.

It is worth noticing that at the end of the first half of 2018, the business area of Semir children's clothing business reached 753 thousand and 800 square meters, an increase of 7.9% compared with the beginning of the year, the growth of children's clothing business was stable, 2018H1 grew by 27.7% over the same period, 186 new stores, and 4981 children's clothing terminal stores.

As the main brand of Semir clothing and children's clothing business, Barbara was founded in 2002, facing 0-16 year old children's consumer groups. The main direct purchase group is the middle class and the small family. The bala Bara, the first brand of China's children's wear industry, has entered the retail field of Hongkong. At present, two stores have been opened in Hongkong.

In 2016, Barbara became the leading brand of children's clothing in China with the annual turnover of 5 billion +. The middle class and the small family were the target consumers. In order to keep the children's clothing business helping to improve their performance, last month, Semir decided to set up a balbala subsidiary in Xi'an to speed up the layout of children's clothing business. Semir's clothing confidence is quite good for the steady business of children's clothing business.

In order to widen the market share of children's clothing, Semir apparel has created a whole body children's wear matrix through the acquisition of the high-end children's wear brand, the French children's wear brand Kidiliz. Although its children's clothing brands include Balabala, MarColor, Mini balabala, mongdodo, badibadi, etc., the multi brand mode of operation and development strategy has been walking in the children's wear industry, but it has to face the current situation of the children's wear market from two sides: there are domestic brands such as Taiping bird and Jiangnan Buyi, and there are ZARA, GAP, Gucci, Fendi and so on.

Therefore, Semir clothing children's wear business is difficult to dominate the Chinese children's wear market for a period of time.

When talking about Barbara, we have to say the first thing about children's clothes.

In the middle of last year, the children's clothing industry most achievements side purpose, is the main middle and high end children's clothing business clothing enterprise, the company jumped to the capital market.

In July 26th, he announced the 2018 half year performance bulletin.

Within the period, it is expected to achieve revenue of 568 million yuan, an increase of 17.48% over the same period, and the net profit attributable to shareholders of listed companies increased by 24.62% to 55 million 399 thousand and 600 yuan.

On the other hand, he said that the double growth of revenue net profit stems from the rapid growth of online business and the steady growth of offline business along with the continuous pformation of channel pformation.

Specific data have not yet been officially disclosed, but we can see some of the business results of the company from 2017's annual revenue data.

It is understood that in 2017 the whole year through the combination of online and offline distribution mode of retail camp: in 31 provinces, autonomous regions and municipalities directly under the central government set up 1435 offline stores, including 974 outlets, 461 stores; Taobao, Tmall, vip.com and other e-commerce platform to open up online sales channels.

Offline sales amounted to 729 million yuan a year, and online sales contributed 302 million yuan.

IP jointly launched in 2017. Chao brand Royal Supreme is even more, and domestic clothing companies catch up with the trend.

In order to enhance the brand awareness and market sentiment of children's clothing, last year, Mini Peace of Taiping bird's children's clothing brand and IP Xiao Huang people opened a flash store in Yintai Wulin store.

He took the initiative to reach a brand alliance with the famous IP Disney.

The discovery failed to meet its own expectations, and the licensing fee plus 6-7 other promotional expenses was invested in the first million years. The autumn and winter of 19 years will end the cooperation between Disney and ANN.

As an individual brand growing up, he is cautious about the IP alliance. He plans to focus on his own brand, and will increase brand building and marketing promotion in the future.

The IP joint marketing strategy and bring it to the expected results, we can see that IP joint marketing is not everyone can use it just right.

To win the crown?

Leisure wear business and children's clothing business profitability have become the strongest industry.

It does not rigidly adhere to the strategy of multiplying strategy to add new growth points and enhance brand value. In August 2nd, Semir fashion entered women's bag category.

in addition

The newly developed category of underwear, home textiles and so on will provide more possibilities for the upgrading of Semir's clothing brand in the future.

Semir apparel is expected to grow in 2018 to 1-9 month net profit of 0-30%.

In the first half of 2018, Semir's clothing inventory cleared up, but the stock amount was still 2 billion 642 million yuan, an increase of 238 million yuan compared with the same period last year.

The second half of this year, casual wear business and children's clothing business is an important support point for Semir's clothing performance. Other subdivision products can hardly contribute to its performance in the short term. The domestic underwear home textile market is relatively saturated, and the risk of diversification is still for Semir clothing.

As a private brand clothing enterprise in the middle and high-end children's clothing business, Anne will actively expand the shopping center store in the future, the target will increase by 50-80 stores every year.

In the next 1-3 years, the second brand of the children's wear industry is planning to implement the multi brand strategy in the next 1-3 years, and is determined to exceed Barbara in the next 5 years to win the leading position in the children's wear market.

It has been observed that the upgrading of consumption in maternal and infant industries is increasingly dominated by content specialization, demand individuation, user community and consumption scenario.

In the future, Semir clothing should not be taken lightly.

The children's clothing business led by the leading group should continue to optimize the whole category of combined boxing. Although the company has called Barbara, its single brand management mode is superior to that of Barbara, which is dominated by the large casual wear business. The magnitude of is far inferior to balabbara. Barbara's turnover last year was more than 5 billion yuan.

Then it was more exciting because of competition.