Weinan Network November 11th, November 17th, Barabara, Parkland, Piggy Banner and other 22 “National Top Ten Children's Wear Brand†business leaders will gather in the famous Chinese children's clothing city – Quanzhou Fengze District to participate in The "6th China Top Ten Children's Wear Brands Entrepreneurs Salon" organized by the Quanzhou "China's top 10 children's clothing brands", Mamma Maka, Redbaby, Jamie Xiong, etc. These industry leaders will discuss the development trend of children's wear under the “Internet Plusâ€, changes and upgrades, and new business models.
This salon is a high-end exchange platform provided by the China Clothing Association Children's Wear Professional Committee for China's children's wear entrepreneurs. It aims to pool the new thinking of outstanding entrepreneurs in the industry and seek new paths for future development. On the eve of this industry event, the Haidu reporter visited four Quanzhou-listed “China Top Ten Children's Wear Brand†headmen and Shishi children's wear industry, and looked forward to the salon and made Quanzhou under the “comprehensive second child†demographic dividend. The opportunities and challenges of the children's wear industry, as well as the status quo of the development of the industry and the market structure are combed.
The diversification of the impact of the children's wear industry to show a new pattern
The New Pattern of Market under the Combination of Multiple Powers
China's top ten children's wear brands actually have 22, which also shows from a side, children's wear is still in a highly dispersed, dominated melee stage, although the brand echelon of the market has initially formed, but far from forming.
Opportunities and Challenges under "Comprehensive Second-born"
Although China's textile and garment industry is currently in an overall adjustment period, especially in the adult market, the children's wear industry is still at a relatively fast development stage. What is expected in the industry is that the current number of children aged 0-14 years is nearly 300 million, which brings unlimited imagination to the children's wear market. “With the completion of the comprehensive second-child policy next year, it will undoubtedly inject new impetus into the industry.†Zhao Jianhe, chairman of Green Group, said that doing children's wear in China has the best industrial chain and largest market in the world. The prospects are considerable. The core issue is how to innovate in the next step.
It is worth noting that the current domestic children's wear market presents three major changes: First, adult clothing brands enter the field of children's clothing on a large scale across the border; Second, children's clothing network sales are getting hotter, the market is getting bigger every day; Third, the consumption of children's clothing after 80s The main force will enter the children's wear area after 90.
Obviously, the children's wear industry is currently the focus of competition in the textile and clothing industry. Any company wants to take the lead in this industry. In addition to grasping the changes in the individual needs of emerging consumers, it is also necessary to monitor the industry's future development in real time. For the time being, environmentally friendly, smart, functional children's clothes are favored, which is also the future direction of children's clothing companies.
Constantly shuffling "children's wear club"
“Peer is a family, clothing has so many subdivisions, like our children's clothing is willing to sit down every year, I am afraid that the total industry development plan is not much. China's top ten children's clothing brand entrepreneurs salon activities every year in the national children's clothing industry Gathering places will take place in turns, and it will be the turn of the year to Quanzhou.†Last week, Zhao Jianhe, who was responsible for preparing for the event, told reporters about the cause of the event.
The top ten children's wear brands in China are selected once every three years. The selected companies are the leading children's wear brands in China. There are four brands in Quanzhou, including Fujian Green Group (嗒嘀嗒), Fujian Baode Group (Mamimaka, Honghaier) Co., Ltd., and Quanzhou Shengke Shoes & Garment Co., Ltd. (Jimei Xiong). The largest children's clothing industry base has the most-listed brands. It is understood that there are currently three major sections in China's children's wear industry, namely Zhejiang, Fujian, and Guangdong. Among them, Fengze District is a famous city for children's wear in China and Shishi Fengli is a famous town for children's wear in China.
It is worth mentioning that the first group army in the children's wear industry is not fixed. In the late 1980s and early 1990s, the Quanzhou children's clothing industry began to rise, especially Shishi. At that time, Quanzhou had four dragons, small fields, small bullies, and wild lions of stone lions. “At the time, they had a certain reputation in the country. At the time, I was just entering the business and I had to look at them,†Zhao Jianhe said with a smile. However, after 2000, the industry shuffled again to form a new first group army. Quanzhou brands such as Lai, Mamimaka, Ai Aiwu, Honghaier, Jamie Xiong, etc. have risen successively and have been squeezed into China's top ten children's wear brands. .
Brand structure still not formed
Interestingly, China's top ten children's wear brands actually have 22, which also shows from one side, children's clothing is still in a highly dispersed, chaos and melee stage, although the market's brand echelon formation has initially formed, but far from forming.
The industry generally believes that 22 "China's top ten children's wear brand names" are the first group army of Chinese ethnic children's wear. Except for Balabara, the other 21 brands are basically the second group. In addition, there are a large number of emerging brands that are dissociated from this club, and a considerable part of them are from Quanzhou and Shishi. “Although the industrial structure was initially formed, it is still not a stable pattern. The overall situation is still in a state of loose differentiation. This has more new challenges and opportunities for the industry,†said Su Congbao, General Manager of Jamie Xiong.
It is worth noting that in addition to the above-mentioned traditional children's wear section (most of them started off with a casual style), the adult shoe shops such as Mebon, Septwolves, Bosideng, Li Ning, Anta, Xtep etc. are big names. In recent years, they have also made large numbers of children in the field of children wear. Global predators such as H&M, Zara, Muji, Uniqlo, etc. have also set up children's special districts or children's clothing stores.
"These foreign predators are very strong in brand, retail operations management and other comprehensive capabilities, coupled with the strong resources of the main industry support, at least 5 years advantage over the traditional children's clothing sector." Executive Director and Chief Executive Officer at Redbabe (China) Co., Ltd. According to Ding Peiyuan, an operating officer, this is a good thing. “In the past, many people in the industry always felt that the children's clothing market was small and lacked attention. Now many predators have come in and actually brought a lot of talents and resources to the industry. They prove that children's wear is not impossible. Instead, the industry lacks resources integration and comprehensive operating capabilities."
Quanzhou Legion in quiet transformation
The ever-changing children's clothing market has also brought with it various opportunities and challenges. This year, the Quanzhou Corps, especially the above-mentioned four brands and Shishi plates, are also quietly promoting changes and upgrades.
Launched sub-brands to grab children's cakes
In order to welcome the dividends brought about by the “second child†policy, this year Redbaby launched a new clothing brand that targets the newborn to three-year-old baby market: Red Baby MINI. At the same time negotiating the introduction of foreign high-end brands, entering the high-end market, is expected to implement the relevant plan. This brand extension will help Redbaby develop first-tier and second-tier cities based on the current three-tier market.
"The preliminary pricing ranges from RMB 300 to RMB 1,000, which is higher than that of the Red Baby. At the same time, the new products will adopt the O2O (Online to Offline) marketing model and be sold online at the same time as the store. According to Ding Peiyuan, the Red Baby MINI will adopt O2O marketing. mode. It is reported that at the beginning of 2015, Redbaby has also introduced a child age range of 80~100cm, further enriching and extending the age range of the Red Baby brand.
It is worth mentioning that, as early as the year before last, Mami Maka took the lead in extending to the baby and baby market and seized the baby clothing industry with an independent brand. According to Mamimaka President Lin Xiangyang, “The extension of Mammamarka is aimed at China’s expanding business opportunities for baby boomers and upgrading the original baby series to an independent Mammamar BABY brand.†Mamma Maza BABY is mainly based on baby clothes, as well as baby sets and baby products.
The rise of fast fashion models
One noteworthy phenomenon is that, with the more fashionable 80's and 90's mothers becoming mainstream consumer groups, the overall style of children's wear is becoming more fashionable.
“In the past, people all liked to be large and full, but now they are developing in a small, fine, and beautiful direction. The key is that China has 300 million children. How can they be subdivided? The body size is not small.†Ding Peiyuan believes that whether or not core competition can be focused Force will be a key factor in the reshuffle of the decisive battle industry. It is reported that this year, Redbaby has adjusted its product style. "We are accelerating the transition to the fashion route."
In response to this challenge, Redbaby moved its product R&D and retail operations management center to Shanghai four years ago. “The key is the bottleneck of talents in Fujian. Quanzhou companies are very enthusiastic about enclosures, but the retail operation management is also a strength of the Zhe faction and a strong product research and development capability. Shanghai is close to the Zhe school and close to the market.†explains Ding Peiyuan. To relocate to Shanghai.
Jamie Bear also adjusted the brand positioning, locked in the fast fashion line, and started testing the water. "Fast fashion children's clothing has just started in China. We set up a team of buyers at the beginning of the year to try direct water and fast fashion." said Su Congbao, general manager of Jamie Xiong.
In order to enhance rapid response, Jamie Bear also reformed the ordering mode this year. “We have listed the shoe list at the Spring/Summer 2016 trade fair, trying not to open an order meeting, but trying to pick up real-time via Internet technology.†Su Congbao revealed that the Jamie Bear took a small piece to do the pilot If feasible, it will also be fully promoted in the apparel industry.
Why did Shishi not be born with the top ten children's wear?
Another phenomenon that is worth pondering is that the Shishi children's clothing sector that took one step ahead of others has once occupied half of the Chinese children's wear market more than 10 years ago. However, no one brand has yet been shortlisted as “China's top ten children's wear brandsâ€.
However, the Shishi plate, which is weak in brand power, is speeding up the development of a new model for the exploration of Baolu. In the increasing calls for the upgrade of the Shishi children's wear industry, Shishi and Fengli and other industrial associations have organized government and industry association personnel to visit Shanghai, Beijing and Shenzhen. At the same time, professional agencies were invited to investigate the status of the children's wear market in Shishi to provide scientific basis for the transformation and upgrading of the Shishi children's wear industry.
When interviewed by reporters, local people concerned analyzed that there are currently three major bottlenecks in the Shishi children's clothing industry: First, the industry's advantages are being cut. Shishi children's wear enterprises are more processing enterprises, while stores are mostly wholesale, and are all at the bottom of the value curve. The second is the lack of product core competitiveness. The elements of the core competitiveness of products, such as investment in R&D and design, and brand building, are the shortcomings of most Shishi children's wear enterprises. Third, the lack of industrial regeneration. At present, the vast majority of Shishi children's clothing enterprises only stay in the production of garments, and they rarely expand or expand into related fields, resulting in a single overall industry form, and affecting the industry's regenerative power and post-development power.
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