With the sluggish demand in the big environment, especially in the context of the slowdown in the growth of the adult clothing market and the saturation of the men's and women's clothing market, the children's clothing industry is still in its growth stage, coupled with the extremely low concentration of the market It also gives the opportunity for brands of all sizes. In the domestic children's clothing market, there are three main tracks that are the most reliable and can be quickly entered!
Fang Fei, the head of Inman ’s children ’s clothing, published his analysis and opinion on the children ’s clothing market at the 2019 Baby and Child Industry Private Board-Guangzhou Station jointly sponsored by Mother and Baby Industry Watch and Baidu Baby Know: The children ’s clothing market has entered a fierce competition In the stage, Inman did the CUHK children's wear market. We conducted a very rigorous analysis from senior data from various markets and found that there are three types of track for children's wear today. The first is the traditional offline market share. It is very large. With the advantage of the parent brand, it has obtained top-level traffic and developed rapidly, such as mini pace and Xiaojiangnan Buyi. The second is the ultimate cost performance, the price is very attractive, and the use of strong designer capabilities and supply chain integration capabilities, such as Guangzhou's Chenchen Mom. The third is to segment the market from the positioning of the user crowd style, such as Inman.
The first kind of children's clothing brand developed with the help of the parent brand has unique advantages. Little peacebirds, small Jiangnan commoners ... the name reveals the aristocracy's momentum. It is not an exaggeration to call them "princelings." In fact, today's children's clothing leader Barabara is also a member of this team, born in Sima casual clothing. It is only that Barabara has basically reached the "throne". In the entire group, it accounts for more than casual clothing and can already stand on its own. According to the financial report for the first half of 2018, Semir's clothing and children's clothing business achieved revenue of 2.869 billion yuan, an increase of 27.7% year-on-year, and accounted for 51.86% of operating income.
Around 2010, adult clothing reached a breakthrough point in children's clothing, and major adult clothing brands aimed at the blue ocean opportunity of the children's clothing market. At that time, sports brands among adult extension brands were relatively strong, such as Anta, 361 ° ... These brands have a common feature, which is that they started offline, and traditional offline markets have a larger market share, so they have a solid foundation. It is a wise choice for them to devote part of their energy to developing children's clothing after they have spared no effort.
When it comes to the second kind of children's clothing with the best cost performance, we must talk about Chenchen Mom. Compared with other big brand children's clothing, Chenchen Mom's children's clothing has almost no promotional costs. The main channel is also online. Those who really do children's clothing business should understand that in Guangzhou area, Chenchenma children's clothing is a existence that cannot be ignored. Korean version, trend, low price and high yield are the characteristics of Chenchen Ma's children's clothing label. This is exactly what Fang Fei calls "price attractiveness" and "design capabilities and supply chain integration capabilities."
Chenchen's mom has boys and girls Taobao shops, and the top-ranked children's clothing have sold over 10,000.
Chen Chenma, a children's clothing brand, started online and accumulated for many years. It has won a large number of consumers with high cost performance. Coupled with the high frequency of children's clothing, so a large number of consumers will choose Chenchenma this Amoy brand. In the data that can be found, in 2017/2018, Chenchenma's online sales can completely rank among the top ten brands, and even far exceed the advantageous children's clothing brands such as GAP and Ying's.
The third is to segment the market from the positioning of the user crowd style . Fang Fei's candid children's clothing brand is this positioning. Inman started from e-commerce, and its online channels have been operating for a long time. Compared with other competitive brands, its online operation advantages are prominent. Inman's battlefield has been extended from online to offline. Through model and technology innovation, user experience and supply chain efficiency are improved in parallel, moving towards online and offline integration. On December 1, 2015, Inman's children's clothing was officially launched on Tmall. The positioning of Inman's brand is "cotton and linen artist", and it respects personality and unobtrusive style. Inman set the design philosophy in 2017: to be comfortable and to be comfortable. This positioning has a natural advantage for the development of children's clothing.
The brand that must be mentioned for children's clothing following the same route is: ENHENN, which basically uses three colors of black and white and gray. Some people evaluate its style as "sexy and cold." The crowds captured by Inman and ENHENN are relatively small, but their children's clothing style is becoming more and more popular. The characteristic brands walking in the market segments are trying to impress a group of people with a good style. This brand is committed to building brand philosophy and brand spirit.
Fang Fei also mentioned that when making children's clothing, especially in the positioning stage, first of all, it is necessary to study the user's preferences in reverse thinking, what exactly the user likes, and what kind of product they are interested in. At the product development side, we reverse research how to find the precise crowd. What kind of product can brighten their nerves; then come to promote it in accordance with positive thinking. I think the final result of this method must be very good.
Whether it is the superior brand of noble origin, the Amoy brand of grassroots origin, or the individuality brand taking the niche line, there are various possibilities in various situations. Now that the children's clothing market is so fragmented and large in scale, everyone who enters the market has a chance.