Children's clothing industry has a bright future

According to statistics, China’s current number of children aged 0-14 is close to 300 million, and such a large population will undoubtedly bring a demand for the children’s wear market. Looking at the children's wear industry, China has more than 10,000 children's wear production enterprises, and the annual output of children's wear is about 5 billion pieces (sets), of which domestic sales are about 2 billion, and total sales are about 100 billion yuan. Although the apparel industry as a whole is in a period of adjustment and the growth in the adult wear market is slowing down, the pace of development of the children's wear industry in China is still at a relatively rapid development stage. Benefiting from the continuous improvement of production technology in the children's wear industry and the continuous expansion of downstream demand markets, the children's wear industry is in the domestic and international markets. The situation in the development is very optimistic. Affected by the financial crisis, the overall development of the apparel industry has slowed down, and the children's apparel market, which has been in a growing trend, has naturally become the focus of attention of major companies in the industry. For the huge market that has reached the scale of 100 billion yuan, the trend of the industry's rising sun is obviously obvious, and in the face of the overall downturn of the apparel industry, how will the children's clothing industry cope? This is a question worthy of consideration by the children's wear brand enterprises.

In the interview, Cao Yu, General Manager of Enlai Children's Wear Brand of Shenzhen Juifuo Garment Co., Ltd. said: “Data shows that the branded children's wear market in the children's clothing industry will reach 400 billion yuan in 35 years, which does not include the amount of children’s wear wholesale. Therefore, branded children's wear does have a promising market prospect, and at this stage, the concentration of children's clothing consumption is still relatively low. For a branded enterprise in which it is located, children's wear is indeed a good industry."

When talking about the face of the current situation in which the overall situation of clothing is not good, how should children's clothing enterprises cope? Cao Yu believes that children's clothing brand enterprises with a certain market share in the general bad situation of the clothing industry need not be too nervous. He said: "We did not feel that the industry was in a very bad form. This year's growth rate of Anne's is the same as before and the growth rate in these two years is still very fast. It is not affected by the overall downturn in the apparel industry. I don't think brands are now It is necessary to consider the absolute growth and growth rate, but to consider the development needs of the enterprise itself.Of course, this year is indeed a bit difficult to do, in the past may not be discounted during the product introduction period, may now need some promotional tools, and to product maturity After that, sales will be promoted through discounts, making sales growth seem a bit difficult, but we still believe that any brand can not only consider the immediate issues, it can not only focus on the development of the three-year period, but to Consider the long-term development of the brand and the company.” He said that if the entire industry is not good, as long as they maintain their advantages, it is a success for the brand companies.

Cao Yu also said that in the face of the overall downturn, "learning internal strength" is the choice of Anne. The main concern of An Nai now is to grasp the supply chain system, improve logistics, establish it system, improve the information network, warehouse logistics management, channel capabilities, explore new channels, single store personnel incentives, hr, etc., which are not directly related to sales increase. The company's internal strength has become Cao Yu’s current work focus.

“Lenying” has become the overall consensus of the apparel industry. According to the reporter’s understanding, many adult-branded companies had inventory problems some time ago. With the exposure of the problem, companies are actively working to solve the problem. Most of the brand enterprises that have relatively serious inventory problems are now. Various measures to digest inventory have achieved initial results. For these companies, they are adjusting their strategies and focusing on what they are good at. It is understood that Li Ning will focus more on domestic and professional sports in the future and focus on the Li Ning brand. When these measures are implemented, they will certainly have a great impact on the future. We have reason to believe that after these apparel companies in China have experienced wind and rain, the road ahead will be more solid.

The “80s” become the main force of consumption For the current and future consumer markets, we must have the correct understanding that the “80s” and “90s” will gradually become mainstream consumer groups, and recognize their consumption habits and consumer preferences. Undoubtedly, every consumer brand company needs to pay attention.

The generation born in the 80s of the last century was known as the "post-80s," and currently there are more than 200 million people in the "post-80s" nationwide. All along, the “post-80s” was seen as a special, controversial group that received widespread attention from society. They were known as "little emperors" and "little princesses" from an early age. They were unique, simple in personality, talented, passionate, straightforward, pursuing fashion, and daring to innovate. Today, many of the “post-80s” who are between the ages of 24 and 33 have already embarked on work, formed family and become parents. The “80s” experienced the “baptism” of social processes such as the market economy, globalization, and the Internet. Consumer attitudes and consumer behaviors are quite different from those of their fathers. Their influence on the structure of social consumption is increasing. They are becoming China. The backbone of the consumer market. "80s" grew up in today's consumer culture environment, in the material pursuit of more emphasis on perceptual, love computers and the Internet than in books, easy obsession or addicted to something and spend money, ahead of the car to buy a house to enjoy The concept of consumption has long gone deep into its hearts. As the main consumer groups in the next few years, “80s” is a consumer group with more pragmatic enjoyment and more mature brand selection capabilities. Pursuit of personality, fashion and fast fashion also puts high demands on brand integrity.

Judging from the competitive pattern of the children's wear market, half of the international brands currently occupy almost the middle and high-end market, while the brand influence of domestic brands is not strong. Children's clothing and adult clothing are different. The purchaser is the child's parent. Therefore, they have high demands on the brand. As the main consumer group of the children's wear market, “after 80′′ consumers are more concerned with the added value of the brand and the brand compared with the previous “after 70′′ and “after 60′′, so for brand children’s wear, this main consumer group is the brand. The development of children's wear provides a favorable guarantee. The current brand of children's wear should be regarded as a good period for development.

Chen Minjun from Guangzhou Liguo Garments Co., Ltd. spoke of “after 80′′ consumers: “The concept of consumption by parents after 80s is no longer as conservative as previous generations of parents, prefers more traditional style colors, and focuses on prices. More attention to quality and safety, more fashion and personality for styles, parents’ consumption is more dominated by the awareness of children, so in order to better adapt to the current market demand, Liguo Children’s Wear is more innovative and fashionable in style design, and more attention should be paid to products. Quality and security, but also need to further optimize the brand image and terminal services."

After talking about the "80s" of the main consumer groups of children's wear, Cao Yu said: "The '80s' and '70s' and '60s' are incomparable, and they differ from their predecessors in their living conditions and economic conditions. More importantly, consumer attention is completely different. After '80', parents will pay more attention to the safety of children's clothes and personality fashion. Safety is what Anne has always insisted on, and Anne has also made great adjustments in terms of personality fashion. In the fall and winter of 2012, Annale began to make a major adjustment to the overall design style. The entire style is closer to fashion European and American fashion styles, and it is closer to the style of international brands, raising the level from color to style. "In order to cope with the current '80s' consumer habits, before Anne will be more choices to spend some colors, red, green, rhubarb and other colors, starting from the 2012 autumn and winter we began to choose more deep, dark, Elegant, soft and stylish colors are closer to the international brand's use of color and strive to enhance the brand's fashion because we understand that both adults and children wear clothes in fact two points, one is safety and the other is fashion.” Cao Yu said that in 2012, Anne's design style made such a big adjustment, is to make the entire brand style more inclined to "80" fashion mother, personality mother's consumer style characteristics.

For this successful transition of Aner, Cao Yu said, “We are now more stylish, more individualized, and the transformation span of this style is indeed quite large, and we have therefore lost a group of customers in the third-tier cities. We did not feel particularly pressureful on sales, and we came out of the stereotyped concept of children's clothing after the '70's. Red, green, big flowers, kittens, puppies, rabbits, and children's clothes have always been such styles. “Cao Yu mentioned that at the 2012 Autumn and Winter Fair Orders of Aner, the customers had a big disagreement. Many customers in the second and third tier markets felt the colors were too dark and afraid of bad sales, but at the same time, the new style got a first-tier city. Customer support. "Of course we have made some callbacks with particularly dark colors." Cao Yu said. In addition to the color, elegant children tend to choose elegance, and they do not use large-area imitation embroidery on embroidery and embroidery. Cao Yu said that the large-area imitation of embroidery is relatively poor for children, and the children will be bored when they wear them. Now Annale will choose a smaller pattern, and use water serigraphy instead of past offset.

“More details and design adjustments are made in response to the '80s' consumption needs of mothers. From the beginning of product planning, colors, patterns, and patterns are all more concise and fashionable. If you do not use your own brand, Personality, how can we come to the fore? We are in order to get rid of the past 'a whole concept of children's clothes, a style' situation has indeed made a great determination. Under the current situation to find a difference in style adjustment, many people think that is an adventure, but I think Now that the product design style has not changed, it will be too late, and there will be opportunities for change. If it does not change, it means that it will be eliminated in the future." Cao Yu said. The transformation of Anne's product design style was a success. Cao Yu said that the third-tier cities still need to be digested, and some customers are lost, but there are still other first and second-tier cities whose customers are very supportive.

With the shift of social spending power to “post-80s” and “post-90s”, the popularity of China's children's clothing market will undoubtedly continue for a long time. At the same time, international children's wear brands and local children's wear brands, professional children's wear brands and ready-to-wear children's wear brands are The contest in this area will also be more intense. Faced with many opportunities and challenges, children's clothing brands that have a long way to go in the development process still need to increase investment in brand building and strive to cultivate children's clothing brands recognized by consumers in a short period of time.

In the future, the development and trend of the children's wear industry in the future will be the focus of the children's wear industry. Who will be the top three and who will become the children's wear brand with the largest market share? This has become the most anticipated answer.

To this problem, Li Guo’s children’s wear Chen Minjun said: “In the future, the children’s wear in the top three must focus on the operation of children’s wear brands, have a clear positioning and style of the brand, have professional and outstanding R&D and operation management teams, and design and produce children’s wear. And brand management has a lot of experience."

Cao Yu believes that the reason why the children's clothes that will enter the top three in the future may have arisen is comprehensive. First of all, capital will be a cause. Capital injection companies will win on scale. They will acquire other brands and form a market monopoly. Such brands will have the opportunity to enter the top three. In addition, those children's clothing brands that have their own characteristics, have their own insistence, and have a cultural concept will have the opportunity to enter the top three.

"Children's wear brands with unique characteristics, persistence, and cultural concepts will go further," said Cao Yong. The brand's own brand power, the brand's influence, the customer's awareness of the brand, and the brand's management ability are very important for the brand's long-term success. "Now children's wear is still in the mixed period, and will reach a certain degree of development. Even with the help of capital, it is ultimately inseparable from its own management and brand operation capabilities. When these capabilities are available, they can acquire other brands. Finally, monopoly and concentration are formed, and the higher the degree of concentration, the more distinctive personality brands in the children's wear industry will be getting better and better.” Cao Yu said that in the long run, children’s wear is going well with long-term vision and dreams. The company, he said that his dream is 2046, and that the brand of Anne's was 50 years old that year. By that time, he hoped the brand of Aner would be healthy and healthy development. It is hoped that consumers at that time would still say that Anel was reliable in their minds for quality and quality. This is what a brand should do. This is Cao Yu's innermost dream.