It was learned from the China Liuhua International Fashion Festival that under the circumstances that the domestic export of the clothing industry continued to be sluggish, the children's wear industry was against the market and became the last “blue sea†in the apparel industry.
Experts believe that China's children's wear is still in its infancy, quality issues are frequent, and leading brands are missing. However, as garment companies enter the children's wear industry, the market will face a new round of "shuffle." In the future, children's clothing industry should seek breakthroughs in brand building, channel development, and emotional marketing.
- The scale of the children's wear market is growing at an annual rate of 30%. Market growth is related to the new generation of parents. The "2012 China Liuhua International Fashion Festival and Guangdong Fashion Week" is being held. Xie Qing, deputy secretary-general of the China Garment Association, points out that in the Chinese clothing industry Children's wear is the most active section in recent years.
According to Liao Yanchun, chairman of the China Baby and Children Commodity Professional Committee, 10 years ago, the market size of China's baby industry was less than 100 billion yuan, and in 2011 it reached 1 trillion yuan. During the "12th Five-Year Plan" period, the scale of the children's wear market will maintain a 30% annual growth.
Fan Fujun, a researcher at the Guangdong Provincial Institute of Fashion Industry Economics, said that the CBME Comprehensive Infant Products Exhibition held in Shanghai in July this year is unprecedented in scale. “A lot of manufacturers that contacted the show this time reflected that the order volume of other clothing products is declining. Only children's clothing orders are on the rise,†Fan Fujun said. “Children's clothes are 'cake' doomed to be bigger and bigger. This is It is determined by people's increasingly changing consumption concepts and consumption patterns."
Xie Qing believes that the activeness of the children's wear market is associated with the consumption concept of the new generation of parents after the 80s. These young parents have higher levels of education and income, stronger purchasing power, and newer consumer attitudes. In addition, according to the current mainstream 4+2+1 family structure in Chinese cities, there are also six parents rushing to pay for a child.
The activeness of the children's wear market will have an impact on the pattern of China's clothing market, and the industry itself will usher in a more fierce competition. Lu Xingqiang, vice president of the Liwan District Children's Clothing Supply Association in Guangzhou, believes that the baby market is entering the peak of the industry, and many companies are desperately trying to squeeze into this area. The industry is becoming increasingly fierce.
Core Tip: China's children's clothing is still in its infancy, with frequent quality problems and lack of leading brands. However, as garment companies enter the children's wear industry, the market will face a new round of "shuffle." In the future, children's clothing industry should seek breakthroughs in brand building, channel development and emotional marketing.
- 70% children's clothing manufacturers lack of "leader" in the brandless industry
The "Love for Growth - Spring Summer 2013 Fashion Talk for Pregnant and Baby Children and China Youth Industry Trends and Development Summit" held on the 19th pointed out that brands are the "soft underbelly" of the Chinese children's wear industry. At present, 70% of children's clothing manufacturers in China are in the unbranded state, many are small, medium and micro enterprises, mainly processing and OEM.
Liao Yanchun believes that despite the rise of a number of brands specializing in children's wear in recent years, the Chinese children's wear market still lacks leading companies. Take Dr. Frog as an example, the company ranks among the top middle and high-end children's consumer goods markets in China. However, the market share is only 4%, indicating that no brand or company has sufficient scale or influence.
Xie Guogao, deputy director of the Economic and Information Technology Bureau of Foshan City, believes that the children's clothing industry has a huge market space. Domestic companies cannot be satisfied with simple production and downstream processing. Instead, they should shape products into influential and well-known brands that can participate in market competition.
Many people in the industry also said in an interview that the market is vast but lacks a leading brand, the product has low added value, and homogeneity is serious.
In fact, due to the low threshold of the children's wear industry, the development of enterprises is not good. However, China's children's wear industry still needs to break through the most basic safety issues. On the eve of Children's Day this year, the AQSIQ notified the results of supervision and inspection of children's wear. 13% of children's wear products in the country were partially substandard.
In addition, the lack of channel terminals is also a common problem faced by domestic children’s clothing companies. Lu Xingqiang pointed out that the biggest obstacle to the children's wear industry is market fragmentation. At present, the sales channels of domestic children's clothing are mainly based on the mall counters and store-in-shop models. Even when large-scale listed apparel companies run their own children's clothes, they rarely sell their children's clothing “singly.â€
Core Tip: China's children's wear is still in its infancy, with frequent quality problems and lack of leading brands. However, as garment companies enter the children's wear industry, the market will face a new round of "shuffle." In the future, children's clothing industry should seek breakthroughs in brand building, channel development, and emotional marketing.
——The industry is facing a new round of “reshuffle†companies need to seek multi-party breakthroughs It is reported that in recent years many adult clothing companies have “sighted†the broad market of children's wear and have been involved in the field of children's clothing. With the garment enterprises taking the lead in entering the children's wear market, the children's wear industry will face a new round of "shuffle." A number of industry insiders said that many children's clothing companies need to seek breakthroughs in product development, branding, and channel sales, which also puts a lot of tests on children's clothing companies.
It is worth mentioning that many clothing companies do work hard on product innovation. According to Zhou Xianghui, general manager of Guangzhou Fujinogi Baby Products Co., Ltd., the company will use apparel fabrics based on temperature and humidity. For example, in the dry climate in the north, the company developed a fabric called milk protein fiber, which is used to extract cellulose from milk and mix it with cotton to allow children to release an amino acid at normal body temperature to supplement the skin with nutrients and moisture.
In product marketing, many companies also have their own "jobs." Li Guangliang, Leica’s brand marketing director, believes that emotional marketing is the key to brand success for the children’s wear industry. In the future, the company will regularly carry out "into the factory to find the source of quality", product experience sharing and expert exchanges and other activities to allow consumers to experience the entire process from product development to packaging, thus recognizing its brand culture and philosophy.
In this regard, Lu Xingqiang believes that in today's increasingly personalized, branded and fashionable consumer business, in order to control the commanding heights of the market, it is necessary to three-dimensionally and multiplely interpret product features and demonstrate brand soft power.
In terms of channel development, Liu Jia, secretary general of the Children's Wear Committee of the China Garment Association, believes that establishing a sales network is the focus of the current children's wear industry. At present, some children’s wear enterprises in Guangdong are actively exploring e-commerce. Some companies will also launch network-specific products and packages according to market needs, forming department stores, specialty stores, large-scale maternal and child shop counters, medical channels, and e-commerce. The path consists of a sales network.
Experts believe that China's children's wear is still in its infancy, quality issues are frequent, and leading brands are missing. However, as garment companies enter the children's wear industry, the market will face a new round of "shuffle." In the future, children's clothing industry should seek breakthroughs in brand building, channel development, and emotional marketing.
- The scale of the children's wear market is growing at an annual rate of 30%. Market growth is related to the new generation of parents. The "2012 China Liuhua International Fashion Festival and Guangdong Fashion Week" is being held. Xie Qing, deputy secretary-general of the China Garment Association, points out that in the Chinese clothing industry Children's wear is the most active section in recent years.
According to Liao Yanchun, chairman of the China Baby and Children Commodity Professional Committee, 10 years ago, the market size of China's baby industry was less than 100 billion yuan, and in 2011 it reached 1 trillion yuan. During the "12th Five-Year Plan" period, the scale of the children's wear market will maintain a 30% annual growth.
Fan Fujun, a researcher at the Guangdong Provincial Institute of Fashion Industry Economics, said that the CBME Comprehensive Infant Products Exhibition held in Shanghai in July this year is unprecedented in scale. “A lot of manufacturers that contacted the show this time reflected that the order volume of other clothing products is declining. Only children's clothing orders are on the rise,†Fan Fujun said. “Children's clothes are 'cake' doomed to be bigger and bigger. This is It is determined by people's increasingly changing consumption concepts and consumption patterns."
Xie Qing believes that the activeness of the children's wear market is associated with the consumption concept of the new generation of parents after the 80s. These young parents have higher levels of education and income, stronger purchasing power, and newer consumer attitudes. In addition, according to the current mainstream 4+2+1 family structure in Chinese cities, there are also six parents rushing to pay for a child.
The activeness of the children's wear market will have an impact on the pattern of China's clothing market, and the industry itself will usher in a more fierce competition. Lu Xingqiang, vice president of the Liwan District Children's Clothing Supply Association in Guangzhou, believes that the baby market is entering the peak of the industry, and many companies are desperately trying to squeeze into this area. The industry is becoming increasingly fierce.
Core Tip: China's children's clothing is still in its infancy, with frequent quality problems and lack of leading brands. However, as garment companies enter the children's wear industry, the market will face a new round of "shuffle." In the future, children's clothing industry should seek breakthroughs in brand building, channel development and emotional marketing.
- 70% children's clothing manufacturers lack of "leader" in the brandless industry
The "Love for Growth - Spring Summer 2013 Fashion Talk for Pregnant and Baby Children and China Youth Industry Trends and Development Summit" held on the 19th pointed out that brands are the "soft underbelly" of the Chinese children's wear industry. At present, 70% of children's clothing manufacturers in China are in the unbranded state, many are small, medium and micro enterprises, mainly processing and OEM.
Liao Yanchun believes that despite the rise of a number of brands specializing in children's wear in recent years, the Chinese children's wear market still lacks leading companies. Take Dr. Frog as an example, the company ranks among the top middle and high-end children's consumer goods markets in China. However, the market share is only 4%, indicating that no brand or company has sufficient scale or influence.
Xie Guogao, deputy director of the Economic and Information Technology Bureau of Foshan City, believes that the children's clothing industry has a huge market space. Domestic companies cannot be satisfied with simple production and downstream processing. Instead, they should shape products into influential and well-known brands that can participate in market competition.
Many people in the industry also said in an interview that the market is vast but lacks a leading brand, the product has low added value, and homogeneity is serious.
In fact, due to the low threshold of the children's wear industry, the development of enterprises is not good. However, China's children's wear industry still needs to break through the most basic safety issues. On the eve of Children's Day this year, the AQSIQ notified the results of supervision and inspection of children's wear. 13% of children's wear products in the country were partially substandard.
In addition, the lack of channel terminals is also a common problem faced by domestic children’s clothing companies. Lu Xingqiang pointed out that the biggest obstacle to the children's wear industry is market fragmentation. At present, the sales channels of domestic children's clothing are mainly based on the mall counters and store-in-shop models. Even when large-scale listed apparel companies run their own children's clothes, they rarely sell their children's clothing “singly.â€
Core Tip: China's children's wear is still in its infancy, with frequent quality problems and lack of leading brands. However, as garment companies enter the children's wear industry, the market will face a new round of "shuffle." In the future, children's clothing industry should seek breakthroughs in brand building, channel development, and emotional marketing.
——The industry is facing a new round of “reshuffle†companies need to seek multi-party breakthroughs It is reported that in recent years many adult clothing companies have “sighted†the broad market of children's wear and have been involved in the field of children's clothing. With the garment enterprises taking the lead in entering the children's wear market, the children's wear industry will face a new round of "shuffle." A number of industry insiders said that many children's clothing companies need to seek breakthroughs in product development, branding, and channel sales, which also puts a lot of tests on children's clothing companies.
It is worth mentioning that many clothing companies do work hard on product innovation. According to Zhou Xianghui, general manager of Guangzhou Fujinogi Baby Products Co., Ltd., the company will use apparel fabrics based on temperature and humidity. For example, in the dry climate in the north, the company developed a fabric called milk protein fiber, which is used to extract cellulose from milk and mix it with cotton to allow children to release an amino acid at normal body temperature to supplement the skin with nutrients and moisture.
In product marketing, many companies also have their own "jobs." Li Guangliang, Leica’s brand marketing director, believes that emotional marketing is the key to brand success for the children’s wear industry. In the future, the company will regularly carry out "into the factory to find the source of quality", product experience sharing and expert exchanges and other activities to allow consumers to experience the entire process from product development to packaging, thus recognizing its brand culture and philosophy.
In this regard, Lu Xingqiang believes that in today's increasingly personalized, branded and fashionable consumer business, in order to control the commanding heights of the market, it is necessary to three-dimensionally and multiplely interpret product features and demonstrate brand soft power.
In terms of channel development, Liu Jia, secretary general of the Children's Wear Committee of the China Garment Association, believes that establishing a sales network is the focus of the current children's wear industry. At present, some children’s wear enterprises in Guangdong are actively exploring e-commerce. Some companies will also launch network-specific products and packages according to market needs, forming department stores, specialty stores, large-scale maternal and child shop counters, medical channels, and e-commerce. The path consists of a sales network.
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