Children's wear industry into the shuffle period, the formation of a new pattern of diversification

- May 15, 2019-

    The ever-changing children's wear market has brought about various opportunities and challenges: some brands have shown a warming trend, while some enterprises have not achieved satisfactory performance. As a result, the industry is facing a period of reshuffling.

Traditional children's clothing enterprises are in decline

    Dada was acquired by peak, and the development of brands such as mamimaka and haier came to a standstill.Children's wear, the market of former days "blue sea", as the entrance of numerous industry capital, a few years come down to become one "red sea".

    Traditional children's wear brands, have been 'horse enclosure', 'turf', 'listing dream' and its terminal blowout growth and then stopped abruptly, they have also hired design, marketing team at a high price, bold and drastic reform, but ultimately no effect.There are three bottlenecks in the traditional children's wear industry.Traditional quanzhou children's wear enterprises are more processing enterprises, operating in the traditional wholesale mode, extensive development, are at the bottom of the value curve.Second, the product core competitiveness is insufficient, failing to keep up with the pace of the consumer market upgrade, r & d design investment, terminal store upgrade, brand tonality building and other elements related to the core competitiveness of products, is the shortcoming of most traditional children's wear enterprises.Third, the lack of industrial vitality, the vast majority of children's wear enterprises to the relevant areas of extension, expansion is not seen, resulting in the overall industrial form of a single, affecting the industrial vitality and aftereffect.

New pattern of diversified market

    Sports brands, fast fashion brands and casual clothing brands all want to share in the market for children's wear, and their performance is commendable.

    Due to the small size of children's wear brands in the domestic market and the undetermined leading brands in the industry, sports brands have a huge market space. Coupled with the opening of the two-child policy, the market has been further expanded. Around 2015, many adult sports brands have taken children's wear business as one of the important strategies of the group.

ANTA KIDS, ANTA's ANTA KIDS and FILA KIDS, the first local sportswear brands to crack the children's market, have been strong performers.Anta has continuously improved the multi-brand matrix layout, acquired KINGKOW(little cow), a famous children's clothing brand in Hong Kong, and started the multi-brand strategy of children's sports market, covering professional sports to mass sports, high-end leisure to urban fitness, meeting the needs of different consumers.

    In fact, not only sports brands covet the children's clothing industry, fast fashion brands uniqlo, ZARA, GAP, H&M, as well as leisure clothing brands sema, taiping bird, metersbangwei, jiangnan cloth clothing and so on all want to share in the children's clothing market, performance commendable.

Whether it is anta or senma, more and more enterprises, through mergers and acquisitions, have diversified and rich combination of children's wear brands ranging from the mass market to high-end positioning, have the market entry and operation ability in major Asian markets and other international markets, and have the global supply chain layout.

Brand echelon preliminary formation

    As we have learned, Chinese children's outfit industry has 3 big plate at present, it is zhejiang, fujian, guangdong respectively, brand of brand of 10 big children's outfit of 20 China also explains from a flank, children's outfit still is in height dispersive, group male scuffle phase, the brand echelon of the market forms preliminarily.

    Many adult brands extend to children's wear.At the same time, because of the advantages of adult brand channels, brands and resources, adult brand children's wear business comes in a threatening way, quanzhou traditional children's wear brand is not small impact.Relatively speaking, clothing enterprises do children's wear, in the mode of operation, procurement, brand operation, management, there is little difference.Moreover, the capital of cross-border enterprises is relatively strong, which enables them to achieve rapid layout and expansion.

Indeed, at present, both luxury brands, fast fashion brands and sports brands are stepping up the layout of children's wear market, and children's wear has become an emerging hot spot in the clothing industry.

    At present, China's children's wear market has entered a period of rapid growth, but the scale of children's wear enterprises is generally small, and the market share and competitiveness of a single brand are limited.However, the brand pattern is also forming, monopoly national children's wear brand, strong regional brand is about to appear.

The effect of industrial transformation is prominent

    Children's clothing industry is now the focus of the textile and garment industry, any enterprise wants to take the lead in this industry, in addition to grasp the emerging consumer personality demand changes, but also real-time monitoring of the future trend of the industry.

In recent years, with a number of enterprises such as senma, annell, li ning, anta, taiping bird, metersbonwe and so on in the children's wear market layout, product diversification, brand diversification and market differentiation of the development pattern is also clear.

Transition to brand retail

    "Single-focused, multi-brand, omni-channel" branded retailers will be the industry winners.

At present, children's wear industry has become a hot 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, and innovative marketing and deepening consumer experience have become the focus of the moment.

Brand integrated marketing has become a trend. Children's wear brands should not only interact with consumers in the terminal, but also spread brand culture and enhance brand image through Internet marketing, experience marketing, customized marketing and other integrated means.

With the comprehensive arrival of domestic consumption upgrading, the new retail model with "new experience, new gameplay and new mode" as the core is increasingly sought after by consumers, thus sweeping all walks of life.

Optimize the supply chain

     Continuously improve product design capabilities, using advanced management methods to reduce costs, optimize each link of the supply chain

    Children's clothing industry is now the focus of the textile and garment industry, any enterprise wants to take the lead in this industry, in addition to grasp the emerging consumer personality demand changes, but also real-time monitoring of the future trend of the industry.

    The ever-changing children's wear market constantly brings various opportunities and challenges. Whether it is traditional children's wear or omni-channel brands, they are quietly promoting various changes and upgrades.Children's clothing enterprises are transforming both internally and externally. Internally, they have made great efforts in product optimization and supply chain reform and integration, improved internal control, refined management and innovation, and reduced production costs.Externally, we will vigorously develop e-commerce, accelerate mergers and acquisitions, and implement a multi-brand strategy.

     In the process of seeking growth, some people quietly brewing after breaking the ground, but more is the arm after Shouting out.With the adult clothing plate is same, the children's clothing plate reshuffle period has come, when the great waves rush sand, also only really "strong" the brand can withstand the storm.