Gap Children'S Clothing Boarded The "Black List" Quality Problem For Two Consecutive Months.

Whether it's a store display or a daily activity.

They have provided many resources for children's clothing business.

Fast fashion giant bet on children's clothing "winter", product quality even problems, short-term performance difficult decline.

Over the past two years, the development potential of children's clothing market in China has been concerned by many international brands and has become a "battleground" for their overweight layout.

Especially in adults.

The market as a whole gets cold fast.

The brand has taken the children's clothing market as the next force to restore the current decline.

Gap, a fast fashion giant from the United States, can be regarded as the forerunner. Over the years, the proportion of children's clothing business in stores and marketing resources has been constantly increasing. However, with the rising demand of domestic young consumers for the personality fashion and brand quality of children's clothing, the development prospect of Gap children's clothing series with relatively low quality and relatively general quality is becoming more and more difficult.

There are many hidden dangers. Gap batch of children's clothes are destroyed.

In August 14th, the General Administration of Customs issued the information on the safety risks of imported industrial products in July 2018. Among them, 7 brands of Gap brand clothes were found at the entry port customs for inspection and quarantine. There were 570 products including baby hoodies, girls' underwear and baby vests. It was learned that the relevant batches of products had been destroyed in accordance with the law.

In July 9th, the General Administration of Customs released the information on the safety risks of imported industrial products released in June 2018. 5 batches of Gap products imported from Gapu (Shanghai) Commercial Co., Ltd., a total of 10917 pieces of children's clothing, were found to be unqualified, dry fastness, color fastness and color fastness were not eligible.

On the "black list" of the General Administration of Customs recently, the frequency of Gap children's wear is slightly higher, and most of them are concentrated in the category of "children's wear" which requires higher safety standards, which makes consumers worried.

On this matter, he called Shanghai Commercial Co., Ltd., inquired about the reasons for the frequent problems of children's wear and whether there were subsequent treatment measures.

Performance downturn trend is difficult to change brand innovation ability is questioned.

In fact, in addition to quality problems, Gap itself has long seen no improvement in sales performance, but also makes market confidence gradually lose.

The latest quarterly results for the first quarter of 2018 show that as of May 5th, Gap group's operating income was 229 million US dollars, down 9.84% compared with the same period last year, and gross profit margin fell 20 basis points to 37.7%.

Among them, Gap group's main brand Gap comparable sales fell 4% compared with last year, the downturn is still.

In addition, over the past one or two years, Gap has been looking forward to the Chinese market with high expectations. In the case of its "global market" relatively thin, the mainland still maintains a large flagship store in the mainland.

But the performance data of Gap in recent two years did not show any improvement.

2017 financial year annual report data show that Gap Group Asia sales fell 18.2% to 1 billion 263 million US dollars.

From the first quarter to fourth quarter, Asian market sales fell 20.5%, 23.2%, 17% and 13%, respectively.

This shows that although Asia's performance, including China, has improved, it is still declining and there is no obvious sign of recovery.

Gap Group CEO Art Peck has publicly stated at the shareholders' meeting that it acknowledges that its main brand Gap has problems in operation, resulting in a slow recovery in the sales performance of the brand.

He believes that the problem of Gap today is similar to that of Old Navy in 2015. Since Old Navy can touch bottom, Gap should have similar potential.

But this paragraph is familiar to those familiar with Gap's turbulent years. When Art Peck became chief executive of Gap group in February 2015, she also made a point that Gap could usher in a rebound cycle after a series of layouts, but it has been more than 3 years now, and the situation of Gap sales has not changed significantly.

Bet on children's clothing market, competition is fierce.

Recently, when visiting the Gap store in Beijing, Xidan and Yuefu City, we found that posters with "baby GAP" occupy a very prominent position in the store.

In the late summer and early autumn, Gap children's wear is mostly priced in casual T-shirts and skirts, ranging from tens to hundreds of dollars.

Different from the way to buy clothes for adults, many consumers who choose to buy products in children's clothing area come with children. They are very careful to check the relevant information of clothing. Obviously, they are very concerned about the safety and applicability of clothes.

Public information shows that Gap entered China in 2010. At that time, there were fast fashion brands such as Zara, H&M and Mango in the Chinese market. Therefore, in the field of adult clothing, Gap failed to seize the opportunity in the Chinese market.

But the company that started the "family dress" started to see the infant market as a gateway. It was learned that when Gap opened its shop on the electronic business platform in 2014, it was actually classified under the catalogue of children's clothing.

In the market, whether it is store display or daily activities, has also given many resources for children's clothing.

In September 2017, when the Gap global market was heavily closed, its first independent children's clothing store in mainland China was still open in West Lake Yintai City, Hangzhou.

According to the introduction, the special "baby Gap" store will provide the newest and most fashionable baby children's clothing that is designed by the US team every 2 to 3 weeks. The store will combine the nursery room and the fitting room together, and the children's playground will also be added in the future.

To sum up, Gap has a "more emphasis" on children's wear in China.

And this layout did receive a good market reaction over a period of time.

In the two mother child related shopping and discount WeChat group, the reporter asked about the brand of children's clothing purchased everyday. Several parents said they would include Gap as an optional object.

But when Gap strengthens the layout of China's children's wear market, other brands are not idle.

Whether it is the leading brand of domestic children's wear, Barbara, ANN, or the children's wear line of sports giant Adidas and Nike, they have been developing rapidly in the past two years.

Therefore, although the China children's wear market report released by Ou Rui consulting in 2015 showed that the market share of Gap in domestic children's clothing increased from 0.1% in 2010 to 0.6% in 2014, and the market share ranked seventh in 2014.

But in the next two years, the share of Gap children's clothing in the domestic market soon dropped out of the top ten.