Children'S Clothing Industry Is In The "&Nbsp"; Focus On Innovation And Key Words.

At the same time, in recent two years, it is in children's wear industry and children's wear.

On the one hand, many children's wear brands are developing rapidly, such as Barbara's market scale of about 2000 stores.

On the other hand, many enterprises that have entered the field of children's clothing with confidence have fallen into a state of dejected. Some enterprises have had to end up in a few months or one or two years.

Why are children always injured?

Children's clothing has a low entry threshold, but it's not what people and mentality can get involved in.

At the same time, children's clothing is not not very strong. Barbara and Dr. frog are examples.

Children's clothing is in the critical stage of shuffling. The brand management of children's clothing is pforming from extensive management to large-scale and meticulous operation. It is spanning from product competition, price competition, and marketing means competition to product research and development competition (product power), brand culture competition (image force), brand service competition (operation power).

Change rules.

In the new period, focus, learning, strain and innovation should be the key words for children's wear brands to become bigger and stronger.

1, children's clothing brand awareness of consumer groups generally improved and mature.

With the new round of new baby peak in China, the brand awareness of the new round of parents has matured unprecedentedly, which shows that the brand awareness of children's clothing is generally maturing.

And with the rapid development of the domestic economy, children's clothing brand consumption level has been further improved.

This is good for children's clothing brand management.

2, children's clothing market changes.

Due to the improvement of consumer consumption level and purchasing power, and with the acceleration of urbanization in China, the domestic consumer market is changing. The two or three line market is gradually mature, and the business mode is gradually diversified. The difference between the two or three line market and the first-line market is gradually narrowing, and the difference between urban and rural consumption is also shrinking.

This brings about increasing sales and expanding market share for children's wear brands.

3, after years of baptism in the market, some children's clothing brands that are steadfast and steadfast in the market trend will become more competitive and more comfortable. These brands will be the hope that local children's wear brands will become bigger and stronger, and there will be some monopolistic National Children's wear brands or some strong regional brands.

4, after market baptism, the market segmentation of children's wear brands is more clear.

The first tier market will divide the world with domestic strong and competitive local brands and foreign luxury brands (or high-end brands), so as to break the current pattern of foreign brands' dominance in the first-line market.

The two or three line brand will take the large scale local brand or regional brand as the main face.

The wholesale market will have a good quality brand with a brand image.

And network channels will also produce a good marketing brand.

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5, terminal marketing mode innovation emerges one after another.

The children's clothing terminal includes not only department stores, commercial street shops, supermarket stores, but also stores.

Children's clothing brand terminal will appear as "Watsons" and "Gome" mode. More enterprises will take the "one-stop shopping" life hall form (such as "doctor frog 365 life hall") in the first-line market to present multi brand and multi category children's products to consumers.

Most of the children's clothing enterprises will adopt the marketing mode in the two or three line market.

More small and medium-sized enterprises will continue to use the franchise (chain) business way to mass brand.

Children's clothing industry is facing innovation in channel and business mode.

Increasingly, there will be more types of new channels or terminals to meet the needs of various markets and consumers.

In short, the children's wear brand has always been the 50 square meters of terminal standards or the North South children's clothing brand but the limitations of the river are being broken, making children's clothing scale, children's wear into a national brand is becoming possible.

6, through the baptism of the market, not only will the birth of some national children's clothing brand, but also will give birth to many regional brands, these regional brands are not lack of agent brand or retailers brand, these brands will have a strong influence in a certain area.

7, as consumers' consumption concept is more and more synchronized with the international market, and with the threat of many foreign brands, local children's clothing Brand Company pay more and more attention to the design and research of children's clothing.

In order to meet the health needs of consumers, enterprises are more actively integrated into the "low-carbon era", adopting green raw materials and auxiliary materials to make children's clothing more environmentally friendly and healthier.

(2) more actively studying the physiological and psychological characteristics of children's growth, and trying to interpret children's needs through brand and product.

Efforts are being made to narrow the gap between international children's clothing and fashion trends, and absorb more design elements of adult clothing to make children's clothing more fashionable and comfortable.

8, due to the rising cost of clothing raw materials and labor in China, children's clothing enterprises are increasingly aware of the importance of building the core competitiveness of enterprises. At the same time, with the entry of more foreign brands and business models such as ZARA and H&M, enterprises are paying more and more attention to improving the ability to control the right to speak of the terminal.

(1) more and more children's clothing enterprises are committed to the lean operation of enterprises and terminal operations, and are striving to improve the terminal's quick response ability and the core competitiveness of enterprises.

Second, children's clothing enterprises are seeking cooperation with international design institutions and international brand management companies, and strive to improve the brand's ability to win.

More children's clothing enterprises pay more and more attention to the building and promotion of brand image and brand culture, not only through the interaction between terminals and consumers, but also through the public relations and other means to carry out regional and national brand communication, and enhance the brand image.

9, children's clothing enterprises pay more attention to the reserve of professional talents, the construction of core team, more emphasis on the building of learning organization and the construction of enterprise culture.

10, children's clothing enterprises will realize the development of enterprises through the combination and expansion of multiple brands, and achieve bigger and stronger enterprises.

11, in the process of development, some children's clothing enterprises will not only expand themselves through their own accumulation, but also study and make use of the strength of the capital market to realize their strategic goals of becoming bigger and stronger.