The Current Situation Of Garment Industry: The Development Direction Of Children'S Wear Industry

Mothercare in Britain, Laban in Sweden, ORCHESTRA in France...

More and more foreign children's brands are pouring into China. Because of the bad economic environment, the children's wear market has been growing at a high speed.

In all kinds

In the brand, the "fast fashion" brand is becoming more and more.

However, under the situation that Beijing's business is generally catching up, they are facing the pressure of sales channels because of their relatively low price.

In August 25th, a new store opened in the children's city of blue harbor, the children's clothing brand ORCHESTRA from France.

It is reported that this is also the first store opened by ORCHESTRA in Beijing.

After visiting the new mother Wang Jia Lai, I feel very good.

Her first impressions include three points: one is very fashionable; the second is that the price is very reasonable; third, there are many choices.

Since the beginning of this year, due to the poor economic environment,

The overall performance of the industry has been bleak. Many brands have slowed down or even cancelled plans to open stores in China.

ORCHESTRA at this time shop, its manager, Wang Ying, general manager of the Shanghai business limited, frankly, relies on "fast consumption, fast fashion."

She said, at present

It is also in recession, but ORCHESTRA's products are cheap and cheap, which fits the whole mass consumption and also leads to a way out.

In the previous market research, Wang Ying found that at present, some domestic brands are not strong in design, and there are three to five hundred quarters in one quarter, which has been very good.

ORCHESTRA will produce 6000 models every year, with an average of more than 100 stores a week, ensuring that there are long-lasting updates in the store. This is a very important point to attract customers.

Wang Ying said that the product updates of ORCHESTRA will change according to the shape and color of different seasons. Color is the most important. In the eyes of children, ORCHESTRA is colorful.

This is to make children look like adults.

Become a real joy.

In fact, at present, the "fast fashion" brand of the main garments, whether it is Sweden's H&M, Spain's ZARA, American GAP or Switzerland's C&A, also has children's clothing.

According to the news of the China clothing association, orders for clothing products are decreasing this year, only children's clothing is on the rise.

Jin Yuan, Minister of planning and extension of new Lufthansa MALL, said that since this year, the growth of children's articles has been very fast. Among them, children's wear is 18%, supplies are 15%, infants and young children are 19%.

"This is determined by people's changing consumption concepts and consumption patterns."

Liu Jia, Secretary General of the China clothing association children's wear Committee, said that the active market of children's clothing is related to the consumption concept of "80's" parents.

These young parents have higher educational level and income level, stronger purchasing power and new consumption concept.

In addition, according to the current urban mainstream "4+2+1" family structure, there are 6 parents struggling to pay for a child's consumption.

The brand is domestic

"10 years ago, the scale of China's infant industry market was less than 100 billion yuan, reaching 1 trillion yuan in 2011.

During 12th Five-Year, the market size of children's wear will grow by 30% every year.

Liao Yanchun, President of China's infant and small commodity Specialized Committee, said, but the brand is the obvious "soft rib" of our children's clothing industry.

At present, 70% of children's clothing manufacturers in China are in a state of no brand, many of which are mainly processed and OEM.

Despite the emergence of a group of children's clothing brands in recent years, there is still a shortage of leading children in China's children's wear market.

Take Dr. frog as an example, the company ranks the top in the domestic high-end consumer goods market.

But the market share is only 4%, indicating that no brand or enterprise has enough scale or influence.

This gives foreign brands huge market space.

For example, Mothercare, the famous British baby and infant product brand that first entered Beijing in 2008, has now opened 5 stores in Jin Yuan's new Yansha MALL, blue harbor and Wangfujing [26.07 0.35% shares research and development department store, such as the world and Aspray J Oteri J.

"New parents" are widening their horizons and receiving foreign brands quickly.

As a matter of fact, many new parents have deepened their understanding of the brand through their contact with international trend information, and their vision is broader.

For example, last year, Sweden's most popular brand, Laban franchise, also entered Beijing for the first time and opened its first flagship store at Yintai Center, which was sought after by consumers.

Wang Jia said, because Laban hopes to bring the children not only the tested and safe children's products, but also a happy and healthy child culture.

"We don't need to buy anything from the store for every child in the shop. They only need to find a place where they can laugh heartily.

The significance of Laban flagship store is to bring laughter to children.

Laban responsible person said, Laban flagship store's main contents include Laban series products, Laban castle, Laban series books, Laban culture salon and so on.

Wang Jia said that Laban's details were very good, such as the mother's chat area in the store.

When children are playing on the side, mothers can also exchange experiences with each other.

Observation

At present, it is also "suppressed" by sales channels.

Many industry insiders said in an interview with reporters that China's current children's market is not very healthy, such as the "attitude" of department stores.

Wang Ying, general manager of Pi Maistre (Shanghai) commerce and Trade Co., Ltd., said that some department stores only wanted high-end brands, and the average price was not good at 200 yuan. He felt that the average price should be at least 500 yuan, or higher, to reflect the grade of department stores.

Wang Ying said, now many Shopping Mall is also clear, in fact, family consumption is the mainstream consumer market, can bring many passenger flow, so, the first shop opened in the blue harbor.

But with the development, there will be some high-end products, and slowly enter department stores.

Liu Jia, Secretary General of the China clothing association children's wear Committee, believes that the establishment of sales network is the focus of the children's clothing industry.

In recent years, the overall market of children's articles has been developing very fast. Both department stores, specialty stores, professional stores, online shopping and other channels are booming.

Therefore, in the future, with the development of the market, the whole children's products market will be further broken down, such as what the traditional department stores do, what the professional market does and what online shopping will do.

Yang Kaibin, director of the Department Store Business Department of the contemporary Shangcheng Commodity Operation Center, said that in recent years, the brand of contemporary children has been constantly adjusted and gradually moving towards the high-end.

For example, last year, 9 brands were eliminated, basically domestic and low price brands, and the newly introduced 11 brands were mainly high-end brands abroad.

Yang Kaibin said frankly that raising the brand level of children today is a conscious market segmentation, so as to avoid fierce competition with other channels.

Jin Yuan new Yansha MALL planning and promotion minister Charles Wei said that although there are more than 50 children's brands in mall, there are no international brands, because they are not consistent with the market positioning of mall.

In recent years, although there are a large number of foreign brands coming into the market, there are more choices for shopping malls. But when importing brands, the first thing that shopping malls should consider is whether they are in line with their own positioning and whether they are suitable for their customers.