Domestic Children'S Clothing Brand Building Is Facing Difficulties.

In 2013, 25 Chinese brands were selected as the top 500 brands in the world, but there was no textile brand, and so did children's clothing industry. At present, China's children's clothing brand building is facing many problems and challenges, which are highlighted in the following aspects: the international competition situation is more intense, the brand development environment is not satisfactory, and the enterprises themselves are not strong enough. Zhang Li, vice president of the China Textile Industry Federation, delivered a message to the participants in his keynote speech on "the cultivation and development of Chinese children's clothing brand" in a high-level forum on Chinese children's health consumption held in Beijing recently.

Rapid growth of market

In an interview with reporters, Zhang Li said that in recent years, as the development of the domestic adult apparel industry has been slowing down, the children's clothing market has become the focus of attention of enterprises. Internationally renowned clothing brands such as Adidas, Nike, ZARA, H&M, GAP, and Semir, Jiangnan cloth, seven wolves, Bosideng and other well-known domestic clothing brands have penetrated into this field, which has made rapid growth in the number, output and sales of children's clothing enterprises.

At present, our country Children's wear There are more than 10000 manufacturing enterprises, and have formed the core industry gathering areas such as Guangdong Dongguan, Zhejiang Huzhou, Fujian Quanzhou, Henan Anyang, Sichuan Chengdu and so on. In 2013, China produced about 5 billion children's clothing, including 2 billion domestic sales, 3 billion exports, and 130 billion yuan in sales.

In addition to the rapid growth of the market, in our business strategy and marketing mode, our children's clothing enterprises, especially those independent brands that have certain advantages in the two or three line market, are actively seeking changes in the face of slowing down of terminal demand, high inventory pressure and the consumption of "80 after", "post-90s" young parents, and high brand awareness. These enterprises carry out multi brand group operation through agency, investment and mergers and acquisitions to improve the coverage, permeability and single store performance of the target market. At the same time, new marketing models, such as online marketing, animation and cartoon marketing, public welfare activities marketing and so on, are launched, and actively integrate into the concept of low carbon, and strive to make children's clothing more environmentally friendly, safer and healthier.

There are many weaknesses in brand building.

Zhang Li said that despite the good momentum of our children's wear, brand Weak, especially the lack of strong brands comparable to international brands, has always been an unavoidable problem for the industry. This can be seen from foreign brands occupy the main share of our children's high-end retail market. At present, the brand building of children's clothing has been emphasized by all parties, but its challenges and pressures are also outstanding.

First of all, from the perspective of competition, the international competition situation is more intense. At present, the international brands, such as Adidas and Nike, which have entered the Chinese market earlier, have speeded up the market of Chinese children's wear. Burberry (Burberry), Gucci (Gucci), Dior (Dior) and other international luxury brand children's clothing also began to test the Chinese market. For a large number of domestic clothing brands, many can only expand in the two or three line market, and are faced with a series of problems such as serious homogenization.

Secondly, from the domestic market, the brand development environment is not satisfactory. This is mainly manifested in the weak consumer environment and high circulation costs, which has become a common problem in the brand marketing of children's clothing in China. In addition, the business environment has made an elbow in its own brand, which has made it difficult for children's clothing enterprises to "enter the shop and enter the store". In order to improve the quality, some shopping malls not only introduce fake foreign brands, but also allow independent brand enterprises to register an English name to attract consumers.

Third, from the perspective of enterprises themselves, they are not strong enough to influence development. Including: brand awareness is not strong. At present, there are about 200 children's clothing enterprises in China, with about 2% of their own brands, and less than 2%. From the quality and safety risk warning of children's products released by AQSIQ this year, there are still unqualified problems in infants and children's clothing, such as formaldehyde content and pH value exceeding the standard, which contain banned carcinogenic aromatic amine dyes prohibited by the state, poor color fastness and inconsistent fiber contents and actual products. The product structure is unreasonable. According to the data of China pregnant baby Research Center, at present, 0~16 years old children in China are 380 million. However, according to the product structure of children's clothing, there are many baby clothes before the age of 6, and there are a lot of gaps in children's clothing and big children's clothing at the age of 7~16.

Efforts to cultivate brands

Experts predict that with the slow recovery of the international economy and the liberalization of domestic demand and the second child policy, there will be about 5 billion annual consumption and 25%~30% output growth rate in China's children's clothing market in the next few years. Grasp market Opportunities and vigorously developing children's wear brands will be an urgent need for children's clothing enterprises to achieve sustainable development.

Zhang Li said that brand cultivation is a systematic project which requires the joint efforts of the government, associations and enterprises.

First of all, the government should strengthen the top-level design, establish a systematic brand management system, change the status quo of the government and many enterprises, and be unable to cope with the situation. The industry should play a good role in professional guidance and promote brand cultivation. In recent years, the China Federation of textile industry has formulated the "textile brand cultivation management system" industry standard combined with the characteristics of the industry. The national standard of brand value evaluation, textile and clothing, footwear and footwear industry has been formulated, and the textile industry brand value has been evaluated. The Ministry of industry and consumer goods division of the Ministry of industry and Commerce has jointly identified 111 "home textile brand independent enterprises", which have been focused on tracking and cultivating, and have made remarkable achievements in promoting the brand building of the industry.

Specifically to children's clothing enterprises, Zhang Li suggested that enterprises should strengthen the brand building from the following aspects. First, we must comprehensively enhance the brand awareness of employees and enhance their brand building capabilities. Two, we must enhance brand cultivation ability. We should sort out the whole process of brand building, brand operation, brand maintenance and brand promotion, formulate brand development strategy and long-term plan, and ensure the sustainable development of brand. Three, we must guard against the risks encountered in the process of brand growth. In brand design, trademark registration and other aspects of brand protection measures, through product quality, technological innovation and quality service to form the core competitiveness of the brand. Four, we must actively go abroad, participate in international competition, expand the influence of the brand in the world, and create the brand international image.