In The Face Of The Overall Downturn In The Apparel Industry, How Will The Children'S Clothing Industry Respond?

Children's day, < p > June 1, 2013, we always think of this group of children at this time. As the "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "professional media, we are thinking more about the development of children's wear industry.

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< p > < strong > children's clothing industry has a bright future < /strong > < /p >

< p > according to statistics, the number of children aged 0-14 years is almost 300 million in China. Such a large population undoubtedly brings quantity demand to children's clothing market.

Looking at children's clothing industry, our country has more than 10000 children's clothing manufacturers, and the annual output of children's clothing is about 5 billion pieces (sets), of which domestic sales are about 2 billion, with a total sales volume of about 100 billion yuan.

Although the overall garment industry is in an adjustment period, the growth of the adult clothing market is slowing down, but the development speed of our children's wear industry is still at a stage of rapid development, benefiting from the continuous improvement of the production technology of children's wear industry and the continuous expansion of the downstream demand market, the children's clothing industry is very optimistic in the domestic and international market.

Affected by the financial crisis, the overall development of the garment industry has slowed down. The children's clothing market, which has been in a growing trend, has naturally become the focus of attention of the major enterprises in the industry.

For such a huge market that has reached 100 billion scale, the sunrise trend of the industry is obviously obvious. In the face of the overall downturn in the overall environment of the garment industry, how will the children's clothing industry deal with it? This is a serious problem for children's clothing brand enterprises.

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< p > in the interview, Cao Zhang, general manager of the children's clothing brand of Shenzhen year Fu Clothing Co., Ltd., said: "data show that the brand clothing market of children's clothing industry will reach 400 billion yuan in 35 years, which does not include the wholesale volume of children's clothing.

Therefore, the brand children's clothing is indeed broad market prospects, and at this stage, the concentration of children's clothing consumption is still relatively low, for children in the brand business, children's clothing is indeed a good industry.

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< p > when it comes to how the children's clothing enterprises should deal with the bad situation of the whole clothing nowadays, Cao Zhang thinks that the children's clothing brand enterprises with certain market share need not be too nervous under the bad situation of the clothing industry.

He said: "we do not feel that the industry is particularly poor. This year, the growth rate of the company is the same as it used to be, and the growth rate is very fast in the past two years, which is not affected by the overall downturn in the clothing industry.

I think the brand should not focus on the absolute growth and growth, but rather consider the development needs of the enterprises themselves.

Of course, this year is a bit difficult to do. In the past, sales may not be discounted during the import stage of the product. Now, some sales promotion methods may be needed, and sales will be promoted through discount after the maturity of the products, which will make the sales growth somewhat difficult.

But we still believe that any brand can not only consider the immediate events, nor focus on the development of the three two-year period, but rather consider the long-term development of brands and enterprises.

He said that if the whole industry is not good enough, as long as the advantage is maintained, it will be successful for the brand enterprise.

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< p > Cao Zhang also said that in the face of the overall situation downturn, "practicing internal strength" is Ann's choice.

Now, the main concerns of the company are to grasp the supply chain system, improve logistics, establish IT system, improve information network, warehouse logistics management, channel capacity, explore new channels, single shop staff motivation, HR, etc. these enterprises' "internal strength", which is not directly related to sales promotion, has become the focus of Cao's work now.

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< p > > "practicing internal strength" has become the overall consensus of the clothing industry. According to the press, many adult clothing brand enterprises appeared inventory problems. With the exposure of problems, enterprises are also actively solving. By now, most of the measures that the most serious inventory problems are facing have already been achieved. For these enterprises, they are adjusting their strategies and focusing on what they are good at.

It is understood that Lining will focus more on domestic and professional sports in the future, focusing on the brand of Lining. When these measures are implemented, they will have a great impact on the future.

We have reason to believe that these Chinese garment enterprises will go even stronger after they have experienced wind and rain.

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< p > < strong > > after 80, the main consumer force is < /strong > < /p >.

< p > we must have a correct understanding of the present and future consumer market, that is, "after 80" and "after 90" will gradually become the mainstream consumer group. It is undoubtedly that every consumer brand enterprise needs to be aware of their consumption habits and consumer preferences.

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A generation born in the 80s of the last century, called P, is known as the "post-80s generation". At present, there are more than 200 million people in the country.

For a long time, "80 generation" has been regarded as a special and controversial group, and has received wide attention from the society.

They have been called "Little Emperors" and "little princesses" since they were young. They are independent, simple, talented, enthusiastic, straightforward, fashion oriented and innovative.

Now, the group of 24 years old between the age of 24 years between the "after 80", many have gone to work, a family and a parent.

After 80 years, "80 years" experienced the baptism of the social process such as market economy, globalization and the Internet. Consumption concept and consumption behavior showed different characteristics from their parents. They had more and more influence on the consumption structure of the society, and they are becoming the middle strength of China's consumer market.

After 80's growth in today's consumer culture environment, in the material pursuit, more emphasis on perceptual, love computers and surfing the Internet than books, easy to infatuation or indulge in something, and not hesitate to spend money, the idea of buying luxury cars and buying a house has long penetrated into their hearts.

As the main consumer group in the next few years, "80 generation" is a relatively pragmatic consumer group with relatively mature brand choice ability. It pursues individuality, fashion and fast fashion, and also puts forward high requirements for brand integrity.

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< p > from the competition pattern of children's wear market, the international brands occupy half of the market, almost monopolize the high-end market, while the brand influence of domestic brands is not strong enough.

Children's clothes are different from adults' clothes. Buyers are the parents of their children, so they have very high demand for brands.

As the main consumer group of the children's clothing market, the "post-80s" consumers are more concerned about brand and brand added value than the "70 after" and "60 post" customers. Therefore, for the brand children's clothing, this main consumer group provides a favorable guarantee for the development of the brand children's clothing.

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< p > Guangzhou Li Guo a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > Chen Minjun talked about the "80 generation" consumers, said: "after 80's parents' consumption concept has no longer think of the previous generations of parents are more conservative, like the more traditional style color, pay attention to the price.

Instead, we pay more attention to quality safety, fashion and personality, and parents' consumption is dominated by children's consciousness.

Therefore, in order to better adapt to the current market demand, the children's clothing is more innovative and fashion oriented in style design, more attention should be paid to the quality and safety of the products, and at the same time, we need to further optimize and enhance the image and terminal services of the brand.

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< p > Cao Zhang talked about the "80 generation" of the main consumer of children's clothing, saying: "after 80" and "after 70", "60 after" is incomparable.

They are different from their predecessors in their living environment and economic status, and more importantly, the degree of consumer concern is totally different.

Parents will pay more attention to the safety of children's clothing and personality.

Security is what ANN has always been insisting on, and in terms of personality and fashion, he has made a lot of adjustments.

In the autumn and winter of 2012, he made a major adjustment in the overall design style. The whole style was closer to the fashion style of Europe and America, closer to the international brand style, and improved from color to style.

"In order to deal with the habit of" post-80 "consumers, he would choose more colorful, red, green, rhubarb and other colors. From the autumn and winter of 2012, we began to choose more dark, elegant, soft and fashionable colors, closer to the color of international brands, and strive to enhance the brand's fashion.

Because we know that adults and children wear a target= "_blank" href= "//www.sjfzxm.com/" > clothes < /a > in fact two points, one is safety, the other is fashion.

Cao Zhang said that in 2012, he made such a big adjustment in order to make the whole brand style more inclined to the consumption style characteristics of "80 after" fashion moms and personality mothers.

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< p > for the successful pformation of this company, Cao said, "we have a high degree of style and personalization. The pformation span of this style is rather large, so we have lost a group of three tier city customers.

But we did not feel particularly stressed in sales, and we walked out of the stereotyped concept of children's clothing after 70 years.

Big red, big green, big flowers, kittens, puppies, little rabbits, children's clothing has always been such a style. "

Cao Zhang said that in the 2012 autumn and winter ordering conference, there was a great difference between customers. Many customers in the two or three line market would feel that the color was too dark for sale, but at the same time, the new style was supported by the customers of the first tier cities.

"Of course, we have made some of the darker colors brighter.

Cao Zhang said.

Not only does he feel more elegant in color, he also no longer uses a large area of embroidery on printed and embroidered flowers.

Cao Zhang said that the large area of embroidery is relatively poor for children, and children will be bored when they wear them.

Now he will choose smaller patterns and use water marks instead of offset printing.

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< p > "more details and design adjustments are made in response to the consumer demand of" 80's "mothers.

From the beginning of commodity planning, color, pattern and edition are all more concise and fashionable.

If children do not have their own distinctive brand personality, how can they stand out? We really have made great efforts to get rid of the whole concept of children's clothing and a style.

In the current situation, looking for the adjustment of differentiation style is considered by many to be an adventure, but I think the product design style will not change now, it will be too late. There will always be opportunities and invariable means that it will be eliminated in the future.

Cao Zhang said so.

The pformation of product design style has been successful. Cao Zhang said that the three tier cities also need to digest, some customers are losing, but there are also a number of customers from the first tier and second tier cities.

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< p > with the beginning of social consumption to the post-80s and post-90s, the heat of Chinese children's clothing market will continue for a long time. At the same time, the international children's wear brand and local children's wear brand, professional children's wear brand and clothing children's wear brand will also be more intense in this field.

In the face of many opportunities and challenges, children's clothing brands, which still have a long way to go on the road of development, still need to invest more in brand building, and strive to cultivate children's clothing brands recognized by consumers in a short time.

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< p > < strong > who will be the master in the future? < /strong > < /p >.

< p > the development and trend of the children's wear industry in the future has always been the concern of the children in the children's clothing industry. Who will take the lead in the third class, and who will become the children's clothing brand with the largest market share? This is the answer we all look forward to.

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< p > to this problem, Chen Minjun, the children's clothing of Li Guo, said: "the children's clothing in the future should be focused on the operation of the brand of children's clothing, have a clear positioning and style of the brand, have a professional R & D and operation management team, and have very rich experience in the design, production and brand management of children's clothing."

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< p > and Cao Zhang believes that the reason why children's children's clothing that will be taken into the top three in the future is probably comprehensive.

First of all, capital will be a reason. Capital injected enterprises will win on the scale. They will buy other brands and form a market monopoly. Such brands will have the opportunity to enter the third tier.

In addition, those children's clothing brands with their own characteristics and their own adherence and cultural concepts will also have the opportunity to take the third place.

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< p > "children's wear brand with distinctive, persistent and cultural concept will go further."

Cao Zhang said so.

Brand's own brand strength, brand influence, customer's awareness of brand, brand management ability, etc. these brand comprehensive ability is very important for the brand to go in the long run.

"Now children's clothing is still in the dogfight period, to a certain degree of development will be concentrated.

Even with the help of capital strength, it is ultimately inseparable from its own management and brand operation capabilities.

When brands have these abilities, they can acquire other brands, and eventually form monopoly and concentration. The higher the concentration, the more distinctive the brand of children's clothing industry will be.

Cao Zhang said, in the long run, children's clothing is good, is a long-term vision and dream of the company, he said his dream is 2046, that year the brand is 50 years, and then hope that the brand is healthy and healthy development.

I hope that consumers at that time still say that they are reliable in quality and quality in their minds. This is what a brand should do.

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