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Generally believed that the economic downturn now, many apparel brands involved in the field of infant clothing, what sorts?toddler boy clothes
The cake is still a large force infant clothing is
Infant clothing in recent years been recognized as the clothing sector, the last piece of the lucrative "cake". The infant clothing market in the garment industry has accounted for a relatively small, but driven by the objective conditions of the "baby boom", the third baby boom, and "80" gradually children may, infant clothing market is gradually emerging. Perhaps many clothing brand is spotted the huge space for development of the infant clothing market, so have to start infant clothing brand strategy.
GXG brand is responsible for Yu Yong on several occasions it comes to infant clothing must be within the next five years one of the hot plate. Yong, I think, really create the spending power must be "70", "80", because they have become mainstream consumers, and their high degree of brand awareness.
The development path of the foreign brands, the maturity of the infant clothing market along with the big brands to enter the pace of the infant clothing market, which has become a popular trend in fashion circles.
In addition to the infant clothing market consumer space, infant clothing, consumer brand awareness to improve the casual wear market reached saturation of which is a many ready-made garment brands to enter the market structure has not yet determined the infant clothing market a major cause of .baby boys clothes
Production of infant clothing, the company is a multi-brand fashion cluster strategy as a starting point to value innovation as the core analysis from the international fashion way of thinking in-depth brand experience, brand management, product positioning, product mix, marketing strategy and other substantive on the issue, make a comprehensive restructuring and improvement. It also facilitates the corporate brand management capabilities, R & D capabilities, marketing capabilities and market the brand influence to enhance design innovation, technological innovation and marketing innovation more effectively within the San Miguel and its own fashion culture gold, to seize the market and the global market share.
Clothing brand extension to infant clothing, there is a certain advantage. The clothing brand has a mature brand operational ideas and market experience, mature clothing brands have advanced business models and strong design strength. These participants, enough so that domestic infant clothing brand development more rational and mature, but also will lead to further upgrade of the infant clothing market competition.
Brand-name infant clothing, also to be excavated
In recent years, readymade garments, infants and young children get together to enter the garment industry and also allow more people to guess whether the infant clothing to be come the Ningbo men after a new card?infant boy clothing
View from the pattern of infant apparel industry, garment enterprises of Ningbo infant garment enterprises, and many infants and young children also has a lot of opportunities. Domestic infant clothing market Although there are a number of high-profile brands, but According to relevant statistics, sales of its total market share in 10 brands accounted for only a small part of the lower market concentration for many brand compete for space.
From the point of view of the status of the infant clothing market, is also a lack of a leading brand in this environment, the number of infant clothing brand development is faced with opportunity, is also facing challenges.
Since 2000, accompanied by children from 0 to 13-year-old rising proportion of the total population in China as well as the people s growing disposable inco me, infant clothing market has always maintained a rapid growth. Parents more and more willing to invest in their children, infant clothing, naturally became the market of all brands can not be ignored. The industry believes that, compared with mature and stable adult equipment market, the infant clothing market is not a real leading brand. Most awards such as the current domestic terminal the largest number of sales of the highest barabara infant clothing, and its 2011 revenue of 2.053 billion, an increase of 39.86 percent, as of 2011 barabara infant clothing Total stores 3300 but the base is still small, brand appeal is not very obvious.
In the next few years, the market has gradually become mature, market concentration will also increase accordingly. At the same time, the consumer brand awareness has a cumulative effect, with the enhancement of the consumers ability to pay, the consumer brand preference will gradually increase, which would make extensive indust ry experience, brand awareness is high apparel brand benefit more.
Some people say that the clothing of the infant is a "low threshold" areas, but Make a well-known brands need to "input" industries. Low threshold, low-margin "," Getting Started out fast, "This is the view of many in-depth infant clothing industry insiders, is why infant clothing, attract a large number of wide range of background enterprises to go, it is difficult produce the leading brand of reasons.
"Low threshold" is the antithesis of "low profit". "Low-priced, low profits, and also low-level effect makes the infant clothing, infant clothing have been only the top level at the mall, but also basic into mainstream business district can not pay high rents, transfer fee, you can not installed to seize the high quality adult resources. Benelli marketing Lin director said that the brands of infant apparel channel is still not si nking to the counties and cities, which also makes brands of infant apparel channel space is limited.
Infant clothing market demand segments
Overall the brand positioning of infant garment enterprises are mostly concentrated in the child, while infants and young children or adolescents installed to get involved in a few; price, most infant clothing brand are concentrated in high-grade, while the luxury or one of the few high-end infant clothing. Analysis of the industry, infant clothing brand will be further broken down into high-end and even luxury infant clothing brand will come up.
Over the years, infants apparel in the market and not as a separate category is divided, but generally as part of the infant clothing at the mall or the Maternal and Child shop, making the average consumer of children s clothing and infant apparel The distinction between merely on the size size.
However, infant clothing and children s apparel ca tegory diversity as well as production processes are quite different from the product characteristics. First, the infant skin delicate, incomplete development of the immune system, much higher than the children clothing comfort and security requirements. In addition, the infant skeleton is soft, large head, short neck, prominent abdomen, and do not have the preliminary ability to wear off with clothing, infant clothing, the design style must be more consideration of these characteristics, not only children s clothing narrowing.
According to the survey, currently on the market designed specifically for infants and young children, the production of clothing brand is mostly just a few of the imported brands, national brands. Of other brands do in child children infant clothing brand started by the big boy clothing, infant apparel products only children infant clothing shrink in size, not the true sense of infant clothing. The company official also reminded interested in sprint this piece of "blue ocean" enterprise, even if it is the only market for 0-3 years old infants and young children also need to be further subdivided. "Rapid growth and development of infants and young children of 0-3 years old, 0 to 3 months 3 to 6 months, 6 to 12 months, 12 to 18 months of physical characteristics and behavior, and therefore different ages infant needs are very different clothing styles, designs and fabrics. market remains to be further broken down, and tap. "
In short, the classification of infant clothing is getting smaller, adult clothing and infant apparel differences, clothing brands want to be successful in the field of infant clothing, still there are some obstacles, you want to smoothly share this cup of the soup of the infant clothing and is not simple. Many apparel brands involved in infant clothing, who can become the final winner, but also wait for the market test.
Case
Has focused on a particular brand of women s clothing, has recently begun to spread its tentacles into the field of infant clothing, and done fast. To this end, the reporter interviewed the person in charge of a company, find out their infant clothing business.
Reporter: How to Understand Today, a growing number of apparel brands involved in the infant clothing market?
Leader: With the improved quality of life, set in a million pet children naturally become the new principal of household consumption. Child to wear, high-end infant clothing popular to promote a new round of competition in the market hot. So many clothing brands to get involved and launched their own infant clothing brand.
Reporter: Some people say that the infant clothing market is the "big cake", now or you?
The person in charge: the present situation, the infant clothing market is still a "big cake". With economic development, the only child is more and mo re, the consumption budget of the family to give them more and more. Major brand name have spotted the potential of the infant clothing market, have been offering infant clothing, gradually occupying the mall a prominent position so that the increasingly high prices and market trends of infant clothing, infant clothing brand competition increasingly The more intense, not only the domestic apparel brands in the presence of the infant clothing market, international brands are also staring at a piece of "cake", the price advantage over domestic brands.
Reporter: and those professionals to do infant clothing business, these clothing brands do the advantages and disadvantages of infant clothing, what is?
The person in charge: GOGIRL infant clothing as an emerging new brand, the existing advantages of color colorful fashion fabrics of natural, health, environmental protection, comfort, there are obvious differences with the style of other brands. Li nk in the terminal sales, marketing model of GOGIRL infant clothing will set up shop in the other seven brands, re-defined based on the experience of the store, the new brand, build their own sales channels and with the help of others channels, dual channel mode through various marketing channels, including advertising offensive planning, store design, product catalogs, and visual merchandising to create a relaxed and happy shopping environment, passing the values ​​of the brand to strengthen and enhance the brand image to build a senior Chinese style infant child care clothing.
Reporter: This year the plan is in the field of infant clothing?
The person in charge: the style is more stylish, wearing more comfortable, more beautiful color, the fabric is more healthy, more affordable prices.
Reporter: Do infant clothing and doing women What are the different?
Person in charge: to do the clothing of infants and young children need more attention to detail, attention to quality and comfort. Faced with the rise of the infant clothing market, parents are more worried about is the clothing material is environmentally friendly, fashion design is scientific, which are as a infant costume designer should be considered and thought-provoking questions. For women, we can consider more fashion degree, but clothing for infants and young children, not only to the color on the style and theme, the safety and comfort is a top priority.
Reporter: infant clothing, whether involved in e-commerce? How are your brands?
Leader: Yes, we already have online shops, and sales have been good, a lot of tide dad tide mother who is keen to stay at home online shopping experience, we opened an online store, reduce the cost of clothing sales , but also to meet the special shopping needs of the online shopping population.
Reporter: Is facing infant clothing design grave shortage of trouble?
Person in charge: trouble in this regard is not very big, because the company s talent strategy is to train a new generation of young designers, they are full of passion, there is a wealth of creativity.
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