Anta And Other Adult Shoes And Clothing Enterprises Compete For "Nuggets" Children'S Wear Market.

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Extension of product line to "small"

The children's clothing, known as the last piece of cake in the clothing industry, was quite eye-catching in 2011.

Men's wear, women's wear, sportswear and sportswear have become increasingly mature, and there is not much room for rapid development. More and more enterprises are looking at children's wear market.

Last year, the children's life hall of independent museum was only started last year. The scale of this year's large-scale jumped, attracted 57 exhibitors brand, and became a highlight of the exhibition.

In the Quanzhou brand square, there are 8 exhibitors including Anta, red boy, 361 degree, little play leather, tick tick, Jamibare, wild leopard, Ji Jile and so on.

At the exhibition, people obviously feel that a child's clothing "Nuggets" is in full swing: some well-known local shoes and clothing brands, such as seven wolves, three point water, Anta, 361 degrees and so on, have tested children's clothing market; some international big names, such as NIKE, ADIDAS, BabyDior, D&Gbaby, ARMANIJunior and so on, have extended their tentacles to children's clothing; clothing single product brands such as Ordos children's clothing, foreign trade clothing enterprises such as Ningbo Bai Mu, and home appliance giant Haier's "Haier brothers" influence have all entered the children's wear market.

Reporters learned that the wolf wolf children's clothing in Xiamen due to the autumn and winter ordering will not have time to attend to this exhibition.

With the brand culture of the seven wolf men's clothing, the seven wolf wolf children's clothing has successfully stepped into the era of cultural marketing from the era of product marketing, integrating elements of family, family and inner world beyond the dress function into every corner of children's life.

The boom of the children's wear market is the result of another baby boom.

According to the National Bureau of statistics, there are currently 380 million children aged 0 to 16 years in China.

Yang Jie, marketing director of Quanzhou Sheng Ke shoes and Garments Co., Ltd. analyzed: "the consumption of domestic children's clothing has been on the rise in recent years, the rate of growth has been keeping alarming speed, and the market is far from saturated. That is to say, the demand for children's clothing will be greater than that of the adult clothing market."

Brand of children's clothing consumption

Like Quanzhou casual wear that is leading the market in China, Quanzhou children's clothing is beginning to show its potential.

According to the industry, children's wear in Quanzhou has gone through the stage of export oriented, and has begun to be ready in the domestic market.

Among them, the two brands of "tick" and "Ma Mei Ma", which are successful models of export to domestic sales, occupy two seats of China's ten largest children's garments, while Quanzhou's Feng Ze district and Shishi Feng Li Town are awarded the honor of "China's children's wear city" and "China's children's wear town".

In recent years, with the gradual increase of family income, the life of urban residents has gradually reached a well-off level. The consumption demand of domestic children's clothing market has gradually changed from the practical life that satisfies basic life to the pursuit of beautiful fashion, and the demand for trend and brand has gradually formed.

Quanzhou children's wear has already launched the internationalization strategy. Green group's children's clothing brand tick tick has introduced the international design strength, invites the Spanish KidsGallery company to join this brand, integrates the avant-garde fashion design idea into the children's clothing, presents the more modern and the internationalization grade series product for the Quanzhou children's clothing.

There is a popular saying in the children's clothing industry in China that "after second years of popularity in Europe and America, it will become popular in China".

The green company has shortened the gap between the domestic trend and the international fashion.

Zhao Jianhe, chairman of Fujian Green Group Co., Ltd. pointed out: "the senior designer who employs Spanish brand children's clothing is the design director of his company, pferring the design workshop to Europe, adopting the latest and most fashionable design styles and design concepts in Europe and America, combining the Chinese elements with the fashion elements of the world so that the children's clothing products in Quanzhou can stand at the forefront of the world's fashion trend.

"Children's clothing industry presents fragmented competition pattern, and is still in the" Warring States period "of horse racing enclosure.

In the process of growth and integration, there is no big brand in the real sense, and the lack of big brands is the opportunity.

Zhong Xiaoqiu, chairman of the Yang Yang media group, believes that when an industry is at the initial stage of brand development, the cost of brand building is relatively low, and brand communication is more likely to impress consumers.

Judging from the laws of development in foreign countries and mature industries, children's wear and children's shoes industry will have their own big brands, and the threshold of brand building in the future will be greatly improved.

Zhong Xiaoqiu said: "at this stage, enterprises and brands have the most opportunity to grow and expand.

Seize the opportunity and do well the brand building is the top priority for children's wear and children's shoes enterprises.

"Against this background, the new competition faced by domestic children's clothing brands is not only reflected in the price or manufacturing capacity, but in the overall competition on the brand."

Ding Peiji, chairman of red children's company, said that they joined hands with China Fashion Color Association to launch a new fashion distribution base for children's wear in China.