CHIC rotten children's wear: miniature ecological pattern presentation

As the “last piece of cake” in the segment of China's garment industry, the children's wear industry has increasingly become the target of apparel companies competing for competition. Whether this cake is sweet or not depends not only on the sustained release of the “two-child” policy dividend. Even more innovative thinking is the eternal hard truth. When technology, green, fashion, brand, and communion have become the new trend of China's textile industry development, the children's wear industry also needs to respond to the call of the new era with action.

Highlights of marketing model, cross-border extension, aesthetic upgrade, and focus on positioning... This is the distinctive feature of the “Breakfast Children’s Wear” exhibition area presented in Shanghai International Fashion and Apparel Expo 2018 (Spring) held on March 14-16, 2018. . A number of children's lifestyle new brands that integrate “clothing + play”, collective domestic and international animation IP, exciting and authorized brands, campus products that focus on aesthetic instillation and cultural heritage, and fashion shows are the most diverse in Asia. The scale and influence of the professional clothing and apparel exhibition platform is like a window, showing the miniature ecology of the development of Chinese children's clothing brand. Here, both the strong attack of overseas brands and the domestic brands are not to be outdone, and the originality is used to show confidence in the right to speak. Focusing on children to the concept of life and even the humanities field can be said to coincide with the theme of the "Young State" of this year's CHIC2018 (Spring), reflecting the new thinking of the Chinese children's wear industry in the new era.

Mode highlights enlighten industry marketing new ideas

This season's season's children's wear brand was founded in Singapore in 2008. It is a fast fashion brand that closely follows the trend of the world's latest children's fashion trends and is characterized by high quality and low price children's products. According to Peng Jun, project manager of Xiamen Jijile Children's Products Co., Ltd., the brand name comes from the brand spirit of “JUST JOYFUL LIFE & have a dream to be happier”. The season is full of children's wear research and development and sales, with a strong design team. , simultaneously update global trends. At the same time, strict quality control, to ensure product quality, to win the favor of the public with high quality, close to the people's price, with the design of the big brand to meet the fashion needs of all Chinese children for children's fun and taste.

“Since the implementation of the zero-inventory brand promotion strategy in 2013, since the beginning of the year, Jiyile has covered more than 1,500 physical stores in various provinces across the country, achieving online coverage.” Peng Jun said that Ji Ji Le After years of marketing in China, it has already formed a brand of fast fashion brand with originality and fashion appeal.

When it comes to the biggest highlight of the brand, Peng Jun said that it is a unique model. In March 2013, Ji Jile initiated a new operation model in China, “zero inventory, fast turnover”, which made agents and franchisees have no inventory pressure, and all the products that could not be sold could be recycled, and the innovative practices of breaking the traditional operation mode of the industry were also Constructed the core competitiveness of brand development. And this model has been realized and sustained, which stems from the brand-based industrial chain foundation. "We have our own raw materials and processing plants in Xinjiang and Fujian, respectively," he said.

In addition, Peng Jun pointed out that big data and Internet + are also very helpful for the development of the brand. “The brand's operating model relies on the collection and analysis of data, and the development of the times just provides this convenience.” He said that the current season is also advancing with the times, adding a WeChat public platform to the promotion, in addition, The FRIVEN platform has also been established on WeChat, and franchisees can place orders on the platform, making the end customers more convenient and flexible in terms of product replenishment. According to changes in market demand, the product category was further extended, and the image of the terminal store was upgraded as a whole.

Focus on positioning the market competition

This time, I participated in CHIC2018 (Spring), which has not only established a new brand, but also a group of professional children's wear brands such as “Water Baby”. The new season autumn and winter products are divided into navy series, Felicity's dream, sea. Tidy Garden and Sophie's four series of conjectures satisfy the needs of different styles of children's comfortable and beautiful clothing for different occasions.

According to the introduction of the brand's affiliated manager of Beijing Jiaman Clothing Co., Ltd., the company founded its own brand “Shui Haier” in 1995. The French brand name is “SOUHAIT”. Since its inception, it has been designed with unique design and environmental protection. The fabrics, exquisite workmanship, and moderate price have won a good market reputation. The brand mainly serves children and children aged 2-15. It develops a series of clothing products featuring simple fashion, combining casual and sports styles, comprehensively caring for children's health, and is committed to providing comfortable children's wear for the new generation of urban life. The characteristics of mass consumption, color and personality. With more than 20 years of market experience, the brand studies the regional differences in Chinese children's needs and strives to make children wear more comfortable, more beautiful and more fashionable. Water Baby believes that children's wear must not only bring children fashion, but also bring happiness and happiness to children through fashion.

With the intensification of competition in the children's wear industry, the market has grown rapidly, how can water children maintain strong competitiveness? Mouth said that when the children's wear brands have determined the market positioning of the brand through the differentiation strategy, “Water Baby” has always focused on the positioning of the professional children's wear brand, and walked calmly. “The company's design center has a special 'Water Boy' design team. The design team constantly researches the domestic and international markets, timely insights into the needs of different brand target consumers, adheres to independent design and constantly absorbs the latest popular elements, and encourages every designer. Expressing his own design concept, but also requiring the designer to accurately grasp the style positioning of the water baby brand, so that the product has a strong market competitiveness, enhance the consumer's recognition and loyalty to the brand, and constantly maintain and expand the customer. Group.” He said that since the brand was established for more than 20 years, it has been focusing on the children's wear industry. The team's design, research and development, operation and other teams have accumulated rich industry experience after long-term exploration and innovation. The above professional experience has enabled the brand to have a market. Strong competitive advantage.

Cross-border extension leads children's lifestyle

The Nordic-style neutral gray with bright yellow color creates a low-key, warm and exquisite space. It combines the brand logos of cute baby, sweet parents, happy Wang Xingren and other family elements. The children's wear brand Papimami is unique among many brands. “Papimami was founded in 2016 and is a children's wear designer brand under the 20-year-old women's wear brand WANDIAN.” Brand founder Jiang Miaomiao introduced that original design is the core value of the brand, and the design team uses Nordic design. The idea, drawing inspiration from nature, makes the fragrant flowers and rich and lovely animals more childlike, blending more art and imagination with the techniques of printing, embroidery and fresh and elegant colors, guiding children from art and humanities, all seasons Feel the world in nature and express confidence and beauty.

“This is the first time Papimami has participated in CHIC. The effect is very good. There are more than 50 customers who are interested in it. We will further communicate at the upcoming internal order meeting of the company!” Jiang Miaomiao said that the product positioning is mainly for the new generation of urban youth. Mom, “This group of people pays attention to the quality of life and pays attention to the education and aesthetics of their children.”

In addition to the show itself, Papimami also set up a special stage in the booth to set up a stage, held a “model” power baby contest, and set off a wave of consumer interaction at the exhibition site. "This is the first time the brand has tried a children's catwalk event. The fans who have come to participate in the competition are not limited to the fans of the brand. The response is overwhelming and exceeds my expectations!" said Jiang Miaomiao. “What I want to do is not a simple children's clothing store! Papimami hopes to create a childhood for every child, not just a piece of clothing!” She admits her initial intention, that is, through the brand extension outside the product, present and lead Children's healthy and beautiful lifestyle, "That is the core competitiveness of the brand!"

The choice of taste is the trend of the era of consumption upgrade

As an old friend of CHIC, the global boutique hat decoration collection store HATTERS' HUB (Hashi Shihui) this time together with its two brands CHICMAX and KEYONE debut, so that the hat control on the scene is full of fun. In addition to the adult hats, a children's hats booth was added to showcase the tutu brand of children's hats introduced by Poland. It is understood that tutu is mainly for the middle and high-end children's groups from 6 months to 7 years old, including hats, scarves, gloves, hair accessories and other children's equipment. It expresses the characteristics of the child's vitality and emphasizes the comfort and natural design. .

Uniquely consistent with the taste of the adult hat, the brand has also been carefully selected by Sun Jianhua, the founder of Hat Shihui. On the basis of the original business, the addition of children's hat accessories, for Sun Jianhua in the deep hatging industry, is not only because of the optimistic about the future Chinese baby market, but also the Chinese children have a perfect combination of quality and taste. The sense of responsibility for the choice of choice.

Sun Jianhua and Stephen Jones, the world's top designer of hats and designer of the British royal hat, have become attached to the hat. Stephen Jones said: "The hat is the cherry on the cake." The Sun Jianhua's emotions and ideas about the hat are revealed. "You can have a hundred lv bags, but if you don't have a unique hat on your head, the temperament is not complete." He said that "fashion brother" is a kind of aesthetic and a life attitude. . The avant-garde view of the hat makes the story of Sun Jianhua and the hat, if it is a business story in the industry, then it means welfare for the consumer - the original hat can be so beautiful, it becomes a kind of enjoyment of light and life. ! The significance of sublimation to the spiritual level and the market development trend of consumption upgrading can be described as deep.

Sun Jianhua's experimental spirit in the international hat design competition and the creation of the hat decoration museum has broadened people's awareness and imagination of the hat decoration. In the course of the interview, he also revealed to the reporter the future development of the brand development plan towards a more profound consumer upgrade road, which is full of infinite expectations and expectations for the future of the Chinese hat decoration industry and the children's hat industry.

CHIC2018 (spring) ended successfully, and CHIC2018 (autumn), which will be held on September 27-29, is even more exciting for more children's wear brands.

CHIC 2018 Spring into the Shanghai Exhibition and the China International Clothing & Accessories Fair theme