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The children's clothing industry enters the reshuffle period, and a new pattern of diversification is formed

发布日期: 2019年05月02日 Source: Quanzhou Commercial Daily Release Date: May 02, 2019 Baby clothes

The changing children's clothing market continues to bring various opportunities and challenges: some brands are picking up, and some companies are not performing well. The overall differentiation characteristics are more obvious, and the industry is ushered in a reshuffle period.

Traditional children's clothing business

The development of brands such as Mamma Maka, Red Baby, etc. has fallen into a stagnant stage. The head of Parkland's children's clothing ran ... Children's clothing, the former market "blue ocean", with the entry of many industrial funds, a few years Down into a "Red Sea."

Traditional children's wear brands have once stopped their terminal blowout growth for the reasons of 'horse racing', 'grabbing land' and 'listing dreams'. They have also hired design and marketing teams at high prices, and have made radical reforms, but After all, no results. There are currently three major bottlenecks in the traditional children's clothing industry: First, the industry's advantages are diminishing. Traditional Quanzhou children's clothing enterprises are more processing enterprises, operating in the traditional wholesale mode and extensive development, all at the lower end of the value curve. Second, the core competitiveness of the product is insufficient, failing to keep up with the pace of consumer market upgrades, investment in R & D and design, terminal store upgrades, and brand tone building, etc. are elements that are related to the core competitiveness of the product. Short board. The third is the lack of industrial regenerative power. The vast majority of children's clothing companies are not common in extending and expanding into related fields, resulting in a single overall industrial form, which affects the industrial regenerative power and late development.

New market structure

Sports brands, fast-fashion brands, and casual clothing brands all want to get a share in the children's wear market, and the performance is remarkable.

As the overall size of children's clothing brands in the domestic market is relatively small, and the industry's leading brands have not yet been determined, it has given sports brands great market space. With the release of the separate second-child policy, the market has further expanded and expanded. Young adult sports brands regard children's clothing business as one of the Group's important strategies.

As the first local sports brand to open up the children's wear market, the performance of ANTA KIDS and FILA KIDS, which are owned by Anta, has been strong. Anta continued to improve the multi-brand matrix layout, acquired Hong Kong's famous children's clothing brand KINGKOW, and opened a multi-brand strategy for the children's sportswear market, covering professional sports to mass sports, from high-end leisure to urban walking, satisfying different consumers Demand.

In fact, not only sports brands and children's clothing industry, fast fashion brands Uniqlo, ZARA, GAP, H & M, as well as casual clothing brands Semir, Pacific Bird, Metersbonwe, Jiangnan Cloth, etc. all want to take a share in the children's clothing market. Not bad.

Whether it is Anta or Semir, more and more companies have adopted mergers and acquisitions, and have a diverse and rich children's clothing brand portfolio ranging from mass to high-end positioning. They have market entry and operating capabilities in major Asian markets and other international markets. Layout of the supply chain.

Initial formation of brand echelon

It is understood that China's children's clothing industry currently has three major sections, namely Zhejiang, Fujian, and Guangdong. Twenty of China's top ten children's clothing brands have also explained from one side that children's clothing is still in a highly dispersed and heroic melee stage, and the market's brand echelon has initially formed.

Many adult brands have extended to the field of children's clothing. At the same time, due to the advantages of the channels, brands and resources of adult brands, the children's clothing business of adult brands is coming. The traditional children's clothing brands in Quanzhou have suffered a lot. Relatively speaking, there is not much difference in the operation mode, procurement, brand operation, and management of apparel companies doing children's clothing. In addition, cross-border enterprises have relatively strong capital and can achieve rapid layout and expansion.

Indeed, no matter the luxury brands, fast fashion brands, and sports brands are stepping up their efforts to develop the children's clothing market, children's clothing has become an emerging hot spot in the apparel industry.

At present, China's children's clothing market has entered a rapid growth period, but children's clothing enterprises are generally small in scale, and the market share and competitiveness of individual brands are limited. However, the brand pattern is also taking shape, and a monopoly national children's clothing brand and a strong regional brand are about to emerge.

Industrial transformation effect is prominent

The children's clothing industry is currently the focus of competition in the textile and apparel industry. Any company that wants to win the top spot in this industry, in addition to grasping the changes in the individual needs of emerging consumers, must also monitor the future development of the industry in real time.

In recent years, with the continuous deployment of a number of companies such as Semir, Anner, Li Ning, Anta, Peacebird, Metersbonwe in the children's wear market, the development pattern of product diversification, brand diversification and market segmentation has also clearly emerged.

Transition to brand retail

"Single-focus, multi-brand, omni-channel" brand retailers will become industry winners.

At present, the children's clothing industry has become a popular sector. With a series of acquisitions of overseas high-end clothing brands and continuous investment in independent research and development, sports brands have made a good start. Innovative marketing and deepening consumer experience have become the current focus.

Brand integrated marketing has become a trend. Children's clothing brands must not only interact with consumers at the terminal, but also use the integrated methods of Internet marketing, experience marketing, and customized marketing to spread brand culture and enhance brand image.

With the overall arrival of domestic consumption upgrades, new retail models centered on "new experiences, new ways of playing, and new models" are increasingly sought after by consumers, thus sweeping across industries.

Optimize the supply chain at all stages

Continuously improve product design capabilities, adopt advanced management methods to reduce costs, and optimize the supply chain in all links

The children's clothing industry is currently the focus of competition in the textile and apparel industry. Any company that wants to win the top spot in this industry, in addition to grasping the changes in the individual needs of emerging consumers, must also monitor the future development of the industry in real time.

The changing children's clothing market continues to bring various opportunities and challenges. Whether it is traditional children's clothing or omni-channel brands, they are quietly promoting various changes and upgrades. Children's clothing companies are transforming internally and externally. Internally, they vigorously carry out reforms and integrations in product optimization and supply chain, improve internal control, carry out refined management innovation, and reduce production costs; externally, vigorously develop e-commerce and accelerate Mergers, acquisitions and reorganizations, implementing a multi-brand strategy.

In the process of seeking to grow, some people broke out after low-key brewing, but more of them shouted out after shouting their arms. Like the adult clothing sector, the reshuffle period of the children's clothing sector has arrived. When the waves are on the sand, only truly powerful brands can withstand the storm.

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Le Mom

  • (Visitors) 5 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

While asking our parents to return to work, it is homework for various groups in the school. It is a sophomore, Chinese, mathematics, English, music, sports, art, and so many groups. Parents must accompany their children to read and complete the tasks. Then take pictures, videos! Then, parents are back to work. How can these homework be completed? Is it time to return from work? It's really unreasonable. Parents are tired.

Luo Jiahui

  • (Visitors) 5 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I think the health of students is very important now, especially under the background of this student, there are already a large number of students with myopia. Why does the school education even force students to watch it so that glasses ca n’t work in a day, I I am a senior in high school. I have to stare at the screen for at least four hours a day. The glasses are really tired, and it takes about seven or eight hours a day to do questions on the screen. The glasses are really too high.

Oops

  • (Visitors) 5 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

Teachers, parents, and children all torture each other. Actually, the kindergarten also recorded online lessons. I did n’t think it was necessary for my second grade. The teacher could arrange special homework, copy papers, diary and manual. The damage to the eyes is great, and the loss is worth it.

Yunpiao

  • (Visitors) 5 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I'm curious. Except for the supplementary classes for the junior high school and high school winter vacation, aren't all the elementary and middle schools yet to start? Generally, it is around February 25 every year. Why are there live lectures everywhere? How are the students' schedules arranged? Looking at parents' phones all day long?

The commoner is far away

  • (Visitors) 5 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

Suspension and non-stop online teaching is to make head decisions, without considering the actual situation of each teacher or student, can it be equipped? Non-graduate classes may be delayed for the summer vacation and shortened.

Live the Royal Sister Rice

  • (Visitors) 6 days ago

Reply to the subject: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live broadcast can watch video playback

I think this form is very good. In the fifth grade, a class is only about 15 minutes. It is very efficient. Think about how much time you usually waste at school. After listening, the child can rest and do his own work. He finishes his homework at six o'clock, and the evening time is all his own.

Zheng Yu brother

  • (Visitors) 6 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

It looks like a good thing, but it's impractical to think about it a little more, one without teaching materials, two without teaching participants, three without multimedia courseware, and four without classroom feedback and interaction. How to keep the network unblocked? How to ensure everyone's participation? Does the leader feel that the teacher can talk like a speaker for three hours without stopping? Usually carrying the new curriculum standard with students as the main body of the classroom, at this moment, the teacher sang a monologue.

Worchen

  • (Visitors) 6 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

This is indeed a new transformation. The teacher did not expect that one day it would become a webcast anchor. Maybe one day, the teaching methods changed due to the virus epidemic in the new hall increased the popularity of online education. In fact, from one aspect, this is also necessary for the progress of the times. School education can also be diversified and adapted to different courses on different platforms.

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