” 61″ Children approaching, reporters from some recent dynamics found in children’s clothing brand , along with children’s clothing sales increased year by year, the biggest names in online and offline are turning children’s wear market , or try their field segments, or adjust the layout of the brand or to develop children’s product line …… not difficult to see that only the product side inventive, we can be the development of space, and the most central key point is that people must first step .
Online original big ” invasion”
Recently, the flagship line of children’s clothing Liebo , Liebo Liebo Group became an independent children’s sub-brand . The children’s on-line opened Liebo try subdivision areas. Prior to this, in addition to a menswear brand Liebo Group , other brands are all kinds of styles of women’s brands , not to the children and other segments of the layout. The industry believes that the attempt Liebo category of children’s clothing is another open layout ideas , but also a good direction . Coincidentally, the person in charge of the original men’s Tide brand VIISHOW recently said that the future will be through the expansion of the sub-category , expand the scale of the whole operation . Rather than relying on a single brand and category . “We will have to be developed in underwear, children’s clothing , women and other categories , create a new brand based on the category .”
Comment: Currently, many online brands have begun to expand the sub-category , such as Liebo , Hando , Yan Man and other sub-brands have launched or established children’s clothing brand ‘s flagship store . As can be seen from a certain accumulation of these original brand movements, the segments ” expansion” has been a regular choice. These brands have in common is original and has accumulated a large part of loyal users and a certain brand influence, by virtue of the accumulation of past master brand influence the layout of the sub- brand campaign . Currently, children’s clothing line did not form under the influence of a particularly large brands. With the sub-category online original brand layout , create a separate original brand of difficulty will increase . Sub-category when big businesses to compete and originality , it is difficult to deduct . Whether it is in flow layout, advertising platform , or the back-end supply chain , team building, and some sub-category of small businesses and Liebo Zhongyuan , Yan Man large compared to the original brand do not have such advantages . Therefore, such businesses only in its way will it be possible to get the end product development space .
Outdoor Kids territory then adjust
Recently, the ” Pathfinder ” line on the outdoor children’s clothing . Back in March of this year , Pathfinder teamed Lawlandee children’s products had been developed in the 2014 China International Clothing & Accessories Fair officially launched . According to reports, Pathfinder Kids primarily positioned as a high-end outdoor leisure products for children , their future children’s clothing business is licensed to operate Lawlandee . It is reported that Pathfinder Lawlandee cooperation with domestic enterprises to market an authorized agent behavior. Pathfinder authorization ” Pathfinder ” brand children’s right to use the field , collect brand licensing fees, and may purchase children’s goods ; Lawlandee is responsible for the operations, ” Pathfinder ” brand children’s clothing business. The two sides signed a 10-year contract , every five years would set a market indicators over the next five annual sales target of 380 million yuan .
Review : Pathfinder march hand in hand Lawlandee child outdoors, children’s outdoor space is sufficient to show the market is being further expansion. The industry believes that there are more and more companies enter the market , or to promote the rapid development of industry . With the introduction of ” two separate child” policy , family travel concept is becoming increasingly popular outdoor , children’s products market potentially very strong . Statistics show that children’s outdoor market has an annual growth rate of 40% , the relative gap in the market, youth groups on outdoor products fresh and preferences, so that young people all outdoor sports market has become the new children’s shoes and apparel industry , “Blue Ocean .” The industry believes that , at present, the domestic market, a total of more than 800 outdoor outdoor brands , annual retail sales of more than 50 million yuan of only 47 , the high degree of concentration of the industry brand has declared the overall development of the outdoor industry has become increasingly saturated . But children’s outdoor brand is different, the market is only a few brands in the operation of the manipulator , and the rest are still in the stage of testing the waters , just introduce some parents installed or children’s series , can not be considered the true meaning of cut children’s outdoor areas . How limited capacity in this slice segments , local outdoor children’s clothing business is worth their thinking.
Sports brand fresh scrape mini wind
Due to weak sales of adult clothing , children’s clothing market size and fast growth , as well as the introduction of ” two separate child” policy gave the children’s clothing industry a shot in the arm . Experts predict children’s clothing market size will thus promising market expansion , attracted so many big eye wear market . The whole piece of children’s clothing from the mall sales area, to the streets of gold shops , children’s clothing stores that more and more , and basically go all the high-end route . In many shopping malls and stores , in addition to Adidas, Nike, Kappa and other import sports brand, Anta, Li Ning , 361 °, special steps such as more and more domestic sports brand children’s clothing stores have sprung up . Most of these children’s and adult shop style consistent , and children’s clothing prices are not inferior to adult costumes.
Comments: The children’s clothing market is full of unlimited potential both , and fierce competition. According to incomplete statistics , children’s products compete in the domestic market, sports , casual wear brand has reached more than 200 . But the industry view , the development of children’s clothing market , there are many imperfections, which also enter the children’s sportswear market provides an opportunity. Relevant data show that the current 50% share of the Chinese children’s wear market is occupied by international brands, domestic 70% of non- brand children’s clothing business in the state , but because of the lack of a clear position , most companies fall into a low level , the homogenization of competition and price wars . An unfamiliar industry , facing new consumer groups, these sports brand in the ” predators” is no exception, want to squeeze children’s clothing industry , everything will start from scratch.
