Sports children equipped with "machine" can take children's wear industry officially entered the shuffle

From the brand competition at the China International Apparel Fair in March 2011 to the end of the year, major domestic clothing brands have announced that they will flex their muscles in the children's wear market in 2012. The Chinese children's wear industry is in the call of various innovative models. Entered the shuffling period. In 2012, the children's wear industry will become more confusing during the period of rapid growth of domestic children's brand consumption.

There have been comparisons of the children's wear market to the last piece of cake in the Chinese clothing market. Today, this piece of cake is being fought over by domestic and foreign clothing companies.

Cruel competition 2012

Right now, various capitals are marching into the children's wear industry, some local well-known shoe brands, such as Septwolves, Three Point Water (Cornell), Anta, 316°, etc.; some international big names, such as NIKE, ADIDAS, BabyDior, D&Gbaby, ARMANI Junior, etc. Have extended their tentacles to children's clothing. Some local adult clothing single product brands, such as Erdos children's clothing; some foreign trade clothing companies, such as Ningbo Baimu, and clothing B2C online shopping company Vanchem Eslite and McCaw Lin, will also be children's clothing as one of its current main business. Haier, an appliance giant, even took the animated cartoon of “Haier Brothers” into the children’s wear market and decided to make the “Haier Brothers” the first brand of Chinese children's products.

Jiang Shiqiong, a marketing expert, believes that in the domestic clothing market in 2012, although there is competition in the children's wear market, it seems that “the scenery here is good”, at least in theory.

It is understood that the domestic children's wear market has not yet formed a nationwide brand or leader brand such as men's wear, women's wear, casual wear and sportswear. At present, the pattern of the domestic children's wear market is roughly the same as that of domestic and foreign brands, and only about 30% of the 50% market share owned by domestic manufacturers owns brands, and most of them are in the first, second, and third class cities. 70% are unbranded and distributed in the vast rural market. In the 50% market share occupied by foreign brands, almost all are concentrated in the first-line center cities. Although there are also children's clothing brands that perform well in the Class I or Class III markets in the country, as well as the regional children's wear brands that lead the various blocks, the concentration of children's wear brands is still low. This is 2012. The reshuffling of children's wear brands in the domestic market provided an opportunity, but also made it possible to create a leader brand.

Jiang Shiqiong believes that the “children's clothing fever” competition in 2012 is far more decisive and has market influence than ever before. In this round of “child wear”, children’s wear in Zhejiang, Fujian, and Guangdong will play a leading role in the domestic market’s local brands. At the same time, Shanghai and Beijing will also become important bridgeheads for foreign brands to enter the domestic market.

Sporting children's wear running in front In this race towards the cake, the sports brand is the most agile.

A sports brand children's clothing agents said that compared to the adult market, the temptation of the children's market is that children are in a period of rapid physical growth, and their replacement speed is faster than that of adults. Now many parents are "after the 70", "after 80", a new wave of consumer attitudes, willing to spend money for children, children's clothing market has great potential.

As early as 2001 and 2002, international sports brands Adidas and Nike have already started to enter the children's wear market.

Among domestic sports brands, Anta is an early entry into the children's wear market.

It is understood that the Anta children's wear brand - KIDS was founded in 2008, mainly for children aged 3 to 14 years, its products mainly in sports and life styles, covering clothing, shoes and accessories, to fully meet the daily needs of children and adolescents Wear requirements for school, sports, and outings. According to data from ANTA's 2010 annual report, Anta KIDS maintained rapid growth in 2010, and the number of Anta KIDS brand stores has grown to 383.

Another domestic well-known sports brand Xtep also announced in its interim report released in August 2011 that it plans to expand its children's wear and children's footwear business.

In fact, as early as 2006, Xtep signed a cooperation agreement with Disney Corporation of the United States to enter the children's footwear market with Disney's "curve." According to the cooperation agreement, Xtep has acquired Disney’s rights to use cartoon characters including Mickey Mouse, Donald Duck and other cartoon images in mainland China. The scope of use includes sporting goods such as sports shoes, sportswear, and hats; Xtep is also responsible for the development of Disney branded products. Production and sales. Disney will focus on product quality supervision, in addition to sending special quality inspection personnel stationed in special steps, but also on the domestic market for Disney brand products sampling. In addition, Disney also participates in product R&D and design, and dispatches designers to assist Xtep in the research and development of new products based on the latest international trends.

According to relevant experts, children in the 3 to 14-year-old stage have a large amount of exercise and their bodies are in a period of development. Therefore, in addition to styles, children's sportswear must also pay attention to issues such as sports protection.

Compared to adult clothing, sports children's wear is still in its infancy, and the market is very large. Professional sports protection Only those sports brands with professional capabilities can provide the inherent advantages of sports brands, clearing the technological barriers for their entry into the children's wear market.

Coupled with the slowdown in the overall development of the sports brand market in recent years, all sports brands are looking for new profit growth points. As an adult sports brand, after the development of Anta, Xtep, and 361° to a certain extent, it is bound to expand the children's wear market with huge potential to the surrounding markets, and naturally become the best choice for expansion.

The newly released children's products market research report shows that the annual growth rate of the domestic children's wear market is about 16.7%. By 2011, the overall scale of the domestic children's products market will exceed 100 billion yuan***.

People in the domestic marketing community generally believe that with the intervention of local sports brands such as Anta, Xtep, and 361°, the domestic children's wear market will be reshuffled, which is beneficial to regulating the development of the entire children's wear market.

Opportunities for new entrants However, in the fierce competition among children's wear brands, there are many problems in the domestic sportswear brand. First, sports children's wear is still pushing the concept of the stage, the real degree of professionalism is still far from enough; Second, the age range of children's wear is not detailed, compared to young children, the clothing design of middle and large children is rather chaotic, big children clothing market concept More ambiguous; third, serious product homogeneity.

It is understood that children's sportswear is not professional enough compared to adults.

When adults participate in various sports, they will wear different clothes and prepare different equipment. Children are still in a very elementary stage. The real sports children's wear should have many professional details in the design. Therefore, professional sports children's wear is still relatively empty. There is a lot of market space in the area. At the same time, because of the reasons for growth, children need protection in sports, and sports protection is relatively more technical and professional. The current sports children's wear brands are not doing well in this area. This part of the market has been Not developed.

On the other hand, there are many children's clothing companies in China that have made children's clothing very good, but few children's clothing companies can make the style of Chinese children clothing. Because the design standards of children's clothing are difficult to grasp, children in this age group have both naughty characteristics and mature aspects. At present, few designers in China have a good grasp of the mix of naughtiness and sophistication.

The flaws of children's wearers seem to be the opportunities for new entrants.

Insiders believe that if a garment company with an adult clothing brand or a single product brand background enters the children's wear industry, mature brand operation ideas and market experience will all contribute to the smooth transformation of these companies.

The entry of foreign trade companies has advanced operating modes and strong design power abroad.

These participants can make the domestic children's wear brand management become more rational and mature. At the same time, they will also promote the further upgrade of the domestic children's wear market competition. It can be said that this is the real advent of the domestic children's wear brand management era.

Ebb Tide's market rules will also reveal its cruel side. The survival of the fittest will spread from small and medium-sized enterprises to larger companies or brands. Many companies that have transformed themselves from wholesale markets to urban brands will bear the brunt of it. Qualified companies who do not pay attention to operating specifications or brands will not be spared.

In addition, due to the continuous maturation of the domestic market and consumers, the children's clothing R & D and design put forward newer requirements: simple, practical, childlike, comfortable and environmentally friendly. The design mode of buying or copying will be eliminated. At the same time, with the relative maturity of the domestic brand market and the “80s” choice of mature brands, objective design of the children's clothing brand, market segmentation, brand positioning, brand image, terminal operations, marketing level, product strength, Brand strength, operating power and other comprehensive strength and brand concept put forward updated requirements. This also makes most children's clothing companies will once again stand on the same starting line to start again.

In China, the brand positioning of children's wear enterprises has undergone a relatively extensive and ambiguous process. At present, most of them are still concentrated in middle school children, and there is very little involvement in infants and young children or juveniles, and most of them are in terms of prices. Still concentrated in high-end. With the increasingly fierce competition in the mid-to-premium children's wear market and the rising level of people’s consumption, the segmentation of the children’s wear market will further expand in 2012. Not only will there be a large number of companies entering the baby or juvenile apparel market, but also a popular children’s wear brand. High-end or even luxury children's clothing brands will also come into being. This is not only a good opportunity for foreign brands to enter, but also an opportunity for new brands of domestic children's clothing to enter and make a difference.

In 2012, while spending on children's wear was price-conscious, the service experience of branded entity terminals and the convenience of online shopping became the new trend of children's wear. On the one hand, experience marketing has led to the emergence of children's living museums and accepted by mature brands; on the other hand, online marketing has made shopping websites B2B, B2C, or even C2C a new channel choice for children's clothing brand management.

In theory or in terms of market feasibility, children's wear is undoubtedly the nugget place of the apparel industry, but for new entrants, the new year's children's wear market competition will become even more cruel, who can get a share, only the market eventually Will give the answer.