"Baby Boom" Drives Children'S Clothing Market &Nbsp; Does It Look "Beautiful"?

China Children's wear The market 2009-2012 year prospect forecast report points out that China will enter the fourth peak of fertility, and the number of births will peak in 2010. Baby boom brings babies. Economics A full-scale outbreak. According to relevant data, since 2000, the growth rate of China's infant industry has reached 30%. It has become the largest consumer country of baby products after the United States, and is expected to enter the trillions club by 2010. In this baby industry, children's clothing will occupy an important share.

In May this year, statistics on women's wear, men's shirts, men's suits, children's wear, leather clothing and women's shoes in Beijing commercial information center showed that women's clothing, children's wear, men's shirts and women's shoes showed an overall upward trend in the average retail sales this month, of which the average daily growth of children's clothing reached 35.28%, the highest among the six categories of clothing.

　 First, the latecomers scrambled for nuggets. market

The global financial turmoil is the reason why many industries have changed. The Chinese garment industry, which has already been competitive, is also accelerating the pace of change.

In recent years, in the domestic clothing market, men's wear, women's wear, sportswear, sportswear and other "battlefield" are filled with the smell of competition. With the deepening of the financial turmoil, whether local brands or international brands, the elimination rate of various marketing channels is more tragic than ever before. But in the children's clothing market, although there is competition, it seems to be relatively good. The reality is that up to now, there is no national brand or leader brand such as men's wear, women's wear, casual wear and sportswear, and the brand concentration is not high. It is true that more and more latecomers have seen opportunities, especially those related to footwear and fashion.

At the end of June this year, the domestic sports brand listed in Hongkong has a financing of about 361 Hong Kong dollars, about 1 billion 810 million Hong Kong dollars, some of which are used to start children's clothing business next year. In fact, many famous local adult shoes and clothing brands such as the seven wolves, Kangnai, Anta and so on play an important role in this "children's clothing craze".

The gradual maturity of e-commerce has also made the B2C company, which once won the competition of adult men's and women's clothing, extended its tentacles to the field of children's wear. At present, the two most popular clothing companies, B2C and Mcglaughlin, have started their business in children's clothing. Prices and fashions are still the magic weapon for them to conquer cities.

In addition, the look of Chinese children's clothing is also a flash of international brand, such as BabyDior, DGbaby, ARMANIJunior and so on. The most popular ones are Adidas and Nike's two world sports brands, which rely on their huge brand influence and excellent marketing strategies. The latter launched the children's shoes for two or three years and quickly occupied the commanding heights of the market.

As a derivative of children's clothing, all kinds of professional baby show have also become a member of the gold rush Legion. In 2008, the eighth Shanghai children, baby and maternity products fair, 65 children's wear brands and 53 toy brands participated. The ninth CBME Shanghai children, baby and maternity products fair, held on 29~31 July this year, also launched the first Shanghai CBME children's clothing and Accessories Fair for children's clothing enterprises at home and abroad. {page_break}
 

Two, "children's clothing craze" looks beautiful.

On the eve of 61 this year, the industrial and commercial bureau of various places released the report on the quality monitoring of children's clothing. For example, the Guangdong Provincial Bureau of industry and Commerce found that the pass rate of children's wear was only 34.1%. Apart from the children's clothes with unqualified labels, the quality of the children was only 50%, many of which were famous. This startling result is a true reflection of the current situation of China's children's clothing industry.

According to relevant information, at present, 50% of China's children's clothing market is occupied by international brands, and 70% of children's clothing enterprises in China are in a state of no brand. At the same time, due to lack of clear positioning, most enterprises soon fall into the mire of low level, homogenization and price war. "Children's clothing craze" looks beautiful, but the cruelty of reality makes every entry entry of different paths have to face up to the test of the market. The traditional local shoe and clothing enterprises extend the brand and product line to children's shoes, which will be the world of their hands. The market will naturally use time to test these problems.

Three, 10 million of the money to win a hundred million dollar business results

"Please wait and see. The Chinese market is too big, maybe all kinds of enterprises can find their own position, but our Chinese children's clothing brand must learn to become the fashion and taste leader, rather than follow suit and imitate, and fall into the vicious circle of homogenization competition.

The T100 children's clothing, based in Guangzhou, is the "big black horse" of Chinese children's wear. Last year, it has been the key report of the domestic commercial case periodicals, such as the Peking University Business Review, the twenty-first Century business review, the entrepreneur, and so on. T100, which invested only 10 million yuan in initial investment, entered the children's clothing market in 2003 during the "SARS" period. It took only 4 years to break through, and sales exceeded 100 million yuan, thus becoming a "big black horse" which sold more than 100 million yuan in high-end children's clothing market. T100 has tracked customer purchase behavior. Its VIP customers have maintained more than 80% turnover rate, and the growth rate has been over 50% for 5 consecutive years. Sales growth slowed slightly last year due to the financial crisis and earthquake, but still more than 30%.

T100 children's clothing has been doing business on the tip of Pyramid, avoiding the low level of homogenization competition. T100 targeting high-end households with annual income of more than 500 thousand yuan is a target consumer group. It has set up counters in airports in Beijing, Shanghai, Shenzhen, Chengdu and Qingdao, and is also in the high-end shopping malls in Beijing, Yansha, Guangzhou, Tianhe and Zheng Jia square. T100 has been using the airport and shopping mall channels, and has opened 300 stores nationwide. Airport rents are small, and the rent of hot shops is even tens of thousands of yuan per square meter. Therefore, most of the shops in the airport are mainly based on image promotion and are not profitable, but T100 can also make profits.

Selling a child's clothing to 300 yuan is the psychological bottom line of many Chinese consumers. Even though the price of 800 yuan for adult clothing is very common, the price of T100 products is usually between 100 yuan and 1000 yuan, so it is called the luxury of Chinese children's clothing. Design is the key to stand out from many children's clothes. T100 produces 10% of its sales every year to do research and development. The design team often runs to Hongkong and France to pick up the wind, and draws inspiration from the international brands such as DIOR and CHANEL.

T100's fabric and accessories suppliers work with Nike, Adidas and Esprit. They are screened once a season. T100 all the clothes are sterilized before they leave the factory, and even the trucks must be specially used for cars and disinfect every day.

According to research reports, the consumption demand of Chinese children's clothing market has shifted from the practicality of basic life in the past to the pursuit of beautiful fashion. In some economically developed cities, consumers' demand for children's clothing is becoming more and more fashionable and brand oriented. As all the regiments gather in the battlefield, everyone becomes more rational and mature. This also promotes the competition of children's clothing market in China, and the era of children's wear brand management has arrived.