Wenzhou Adult Market Saturated Children's Wear Market Competition Is Fierce

As one of the most potential industries, children's wear market will benefit from the parents of the 1980s and the 1990s. Consumption concept With the transformation and the second child policy, the size of China's children's clothing market will reach 140 billion yuan by 2015.

According to the survey, the annual output growth rate of children's clothing industry in China can reach 25%~30%. Thanks to the encouragement of data and the actual situation, Wenzhou's garment industry is also moving towards children's clothing industry: creating brand names, developing women's clothing as the main line, expanding children's clothing, integrating children's other products, developing children's clothing integration stores, and even developing children's clothing chains to children's industrial chains.

　　 Stuffed closet

Wang Hong (a pseudonym) went to work in an urban institution. After a few days, she hurried to lunch and went to her home. She wanted to transfer the children's clothes that she had not worn. "A couple of big bags. I can't finish them all at once." Wang Hong said, "before the wardrobe was basically my husband's clothes, but the children's clothes have become the protagonists in the past two years. My child is three years old and grows fast, so the clothes are much faster than our husband and wife. Plus some relatives and friends, some of the new clothes have not worn directly into "expired products." Wang Hongzheng, who is in line with the second child policy, is going to have a second child. "If you add a child, the wardrobe must not be able to jam children's clothes."

However, Wang Hong's troubles are becoming the gospel of Wu Min, a small clothing merchant, who has been engaged in children's clothing business since 2011. "In 2011, it would be a super business, though these two years were more and more children's wear, and business was reduced, but it was much better than before." Wu Min is very confident in this industry. "The first two days I visited a fast fashion brand H&M just started, and their children's clothing area was very conspicuous, even more than the women's clothing area. Obviously, big names are optimistic about this market.

Not just Wu Min, but reporters learned from the market and some clothing companies last week that there are more and more "awakening" clothing brands in Wenzhou, and try to extend their tentacles to children's clothing industry.

　　 How do I eat the last piece of cake?

Many people in the industry believe that children's wear is the last piece of cake that the whole garment industry will compete for after women's wear and men's wear. But how to eat this cake is different from different enterprises. Zhejiang bagpipe dress Co., Ltd. has been involved in children's wear industry since 2012. Chairman Feng Yiyue said that the development of bagpipes is already mature. In order to make the brand more diversified, we choose to make high-end children's clothing. In Feng Yiyue's view, she is still a new person in the field of children's wear. In the past two years, the operation of the brand is still groping, but the market reaction is pretty good. In the sales mode, she will change the traditional layout of department stores in the past, and will focus on the innovation of marketing mode in the economic environment of e-commerce and fans.

And other enterprises choose from the perspective of parent child dress, Wenzhou women's clothing leading enterprise Zhejiang snow song Clothing Co., Ltd. from the beginning of this year layout children's clothing. "Our children's clothing is a family centered concept, with women's clothing as the main line to extend to children's clothing, mainly to parents and children. Since the launch, the market reaction has been quite good. At present, there are 100 stores in the country. Xu Zhiyong, chairman of Zhejiang snow song Clothing Co., Ltd.

With the same ideas, there is also a local brand "D-HARRY" (Dilhali), which is popular in Wenzhou with retro and chivalrous style. "From the beginning of this year, we have also expanded the field of children's wear. Children's wear is the trend of the future. With the release of the second child policy, the demand for children's clothing will increase significantly. We developed paternity suits on the basis of women's wear. At present, our integration stores are arranged in parent child fashion. 20% of the shoppers will buy children's clothing at the same time, which means that mothers who are shopping will also show their children when they choose to buy them. Ye Jie, the head of the brand, said.

For the earlier enterprises involved in children's wear industry, comprehensive management is considered. As a famous brand of children's clothing in Wenzhou, Zhejiang's children's clothing at three o'clock this year has been integrating resources into children's clothing industry. Chairman Chen Zhonghuai said that this year he began to try the cooperation between brands, forming a single store's integrated store mode and realizing resources. {page_break} Customer sharing. Other children's products including children's clothing, such as children's shoes, glasses, schoolbags, toys and school supplies, are integrated into the store to provide more choices for shoppers.

And the idea of a big money may be more ambitious. Like a listed company, Semir group chose to open up the whole industry chain of children.

　　 Children's wear strategy of listed companies

Over the past few years, children's clothing industry has been mixed up, and it still belongs to Semir clothing of several Wenzhou listed companies. In the third quarter earnings report released by Semir costumes, Semir apparel earned 5 billion 362 million yuan in 2014 1~9, an increase of 8.8% over the same period last year, operating profit of 881 million yuan, an increase of 22.3% over the same period, of which third quarter revenue growth reached 10.3%, mainly due to the rise of the clothing and sportswear business and the steady growth of children's clothing business.

Chen Qixiang, Secretary General of Wenzhou clothing trade association, said that the contribution rate of children's clothing to Semir costumes is increasing. The Semir children's wear brand Barbara has launched the 0~3 year old baby products and clothing brand minibalabala, as well as the professional shoes and accessories brand mongdodo, based on the original clothing of 3~12 years old children, and has won the two middle and high-end children's clothing brand licensing agents in Italy and Minbanda. In addition, this year, Semir has acquired two educational brands and related children's education businesses, namely "genius baby" and "little earth", and started building a dream town with 200 mu of children's entertainment and leisure education. At present, Semir school is being planned, and the whole industry chain of children born to grow will be formed in the future.

Similarly, Listed companies Smith Barney also began to focus on the growth of children's clothing. Data show that in the United States this autumn order meeting, ME&CITY kids orders increased by more than 100%, Moomoo children's clothing increased by more than 200%. This data is very bright for the recent US border apparel. Liu Yi, vice president of Mei Bang apparel, said that the company will increase the promotion of children's clothing brand, and strive to enter the first group of children's wear sales in 3~5 years.

According to the insiders, unlike Semir, which uses M & A to expand and strengthen children's wear, the main force of American bond business in children's clothing business is mainly focused on online and offline businesses. For the United States, children's clothing market is not an easy cake to eat. It's more like a hard nut to crack. It needs not only to compete with the first Semir, but also to compete with fast fashion and a large number of foreign children's wear brands.

　　 Retailers get a slice of the game.

In addition to the brand's attention to children's clothing, retailers also began to pay attention to children's clothing marketing mode and experience mode. In the urban area of Yintai, in October this year, the children's clothing area was adjusted. "Our children's clothes are not only sold in children's clothing, but we extend to children's fun, so that mothers can bring children to buy children's clothing, while children have places to play." Wenzhou Yintai Department children's district responsible person said. Intime department store has adjusted the original Paw in Paw children's wear brand to the paradise experience shop. The area has expanded from only 100 square meters to 240 square meters, which has increased the children's amusement park and the viewing area.

"The brand will be launched first and will be rolled out next year. Judging from the current operation situation, this new experience mode is not bad, and the flow of people has increased a lot. Relevant people in the mall said. This year, sales of children's wear areas in Yintai department also showed an increase of 30% over the same period. The Wenzhou one hundred children's shopping center opened in May has also increased the proportion of children's formats.

　　 Monks more and more porridge quality to protect

However, as more and more investors and funds participate in children's clothing, the fierce competition in the market is inevitable. Some people in the industry are worried about this. Some manufacturers feel that this year's children's clothing is not as good as it used to be, and it needs urgent maintenance.

Chen Zhonghuai, chairman of Zhejiang three point children's wear Co., Ltd., thinks that the development of children's clothing industry in Wenzhou this year is in a relatively low period compared with the previous two years. In his view, the safety of children's clothing should arouse the attention of the industry and consumers. Due to the restriction of category attributes, children's wear market has been in a state of mixed up because of the high safety and inspection specifications of children's clothing. The standard of children's clothing is very high. The state has strict rules for children's clothing, and the cost of production and labor costs of children's clothing is also high. Therefore, the price of brand children's clothing will be relatively high. As competition intensifies, price war can easily lead to the impact of safety and quality.

Zhejiang Garment Association Children's wear Ye Xiandong, chairman of the branch and Zhejiang red, yellow and blue dress Limited by Share Ltd chairman also believe that from the development of the entire Zhejiang children's wear industry, the growth rate has declined over the past two years, but it is still at a healthy stage of development, and the total number of children's wear has maintained an increase of more than 10%. But the mode of electronic commerce and business center has diverted the children's clothing terminal. Nowadays, the establishment of a children's clothing brand is not only based on a shopping mall and advertising, but rather needs to "return to the original". The product is the foundation. Only the improvement of product quality, safety and comfort can make the enterprise go far.