Position: The brands that will churn up the children's wear market in the future must have these qualities
Date:2019-02-19 16:05:00 Hits：1650
The loosening of the short-term fertility policy has boosted the development of the industry. Medium - and long-term fertility rates are trending downward. The two-child policy has released previously suppressed fertility demand, delayed birth age and the "4+2+1" funnel family pattern have provided better economic conditions for the feeding of offspring and other internal and external growth impetus, which is expected to promote the rapid development of maternal, infant and child industry. It is estimated that the maternal, child and child products in 2020 is expected to reach the market size of one trillion.
The market concentration of children's wear is very low. In 2017, except for the balabara and adidas children's wear owned by senma, the market share of other brands in the TOP10 of this market is less than 1%, and the figure of TOP10 combined only occupies 11.3% of the whole market -- while the figure of foreign mature markets will reach 30%-50%.
At present, the Chinese children's clothing industry is from the vulgar management scale, the elaborating management transformation, from product competition, price competition, marketing competition to product research and development (products), brand culture (image), brand service competition (operating) across, in the future, Chinese children's clothing market will become more rational and mature. So the brand that can agitate children's outfit market should have what idiosyncratic?
In the future, there will be more space for the development of children's wear brands that have requirements for quality and pursuit for style
The post-90s and even the post-95s have become the new generation of parents. They themselves live in the era of material abundance and have high requirements for quality. As parents, they focus on fashion as well as comfort when choosing a clothing brand for their children. At the same time, they are also the promoters of consumption upgrading and have more requirements on the quality of life of the next generation.
Such as the gradual rise of ENHENN(hum) children's wear, as far as possible to black, white, gray dominant tone, on the one hand is to add less color agent, on the other hand is to create a distinctive style of children's wear.
A more consumer-centric brand will grow in the long run
In the context of fierce competition in the retail market and the great abundance of commodities, the development of retail has gradually stepped out of the commodity-centered mode and shifted to the consumer-centered and flow-centered direction to accelerate its development.
The same is true for the children's wear market, where new retailing is emerging and many brands are better able to satisfy consumers in terms of content, form and experience. How to impress and touch the minds of consumers with distinctive products, scenes, services and experiences has become a key factor.
Many offline stores of children's wear brands have small children's parks, which can meet the needs of parents and children's playful nature of baby shopping and increase customer flow virtually. Malading children's clothing, for example, is well recognized in jiangsu and zhejiang provinces, almost every store has a small playground.
Omni-channel brands can gain broader development space
At present, the retail market has been highly offline and online two-dimensional market. The market will never return to a single offline market structure. Only by realizing two-dimensional market integration and planning and coordinated development, can the whole market be grasped. Omni-channel can achieve two directions: the main line, the online flow into the offline; Mainly online, the offline traffic into the online. Offline and online markets are bound to be synergistic, with the same goal, not a competitive relationship. Can not separate the line and line planning, self competition.
Now most sober companies are aware of the importance of comprehensive channels, trying to integrate online and offline. For example, xiaozhu banner, a traditional children's clothing brand, has accelerated the layout of smart stores since guan shaozhou took office, opened online and offline stores, and launched the "online coupon and offline consumption" model to integrate online and offline traffic together.
In the future, only the market will give an accurate answer to who will be the "king" and who will be the "loser".
The market concentration of children's wear is very low. In 2017, except for the balabara and adidas children's wear owned by senma, the market share of other brands in the TOP10 of this market is less than 1%, and the figure of TOP10 combined only occupies 11.3% of the whole market -- while the figure of foreign mature markets will reach 30%-50%.
At present, the Chinese children's clothing industry is from the vulgar management scale, the elaborating management transformation, from product competition, price competition, marketing competition to product research and development (products), brand culture (image), brand service competition (operating) across, in the future, Chinese children's clothing market will become more rational and mature. So the brand that can agitate children's outfit market should have what idiosyncratic?
In the future, there will be more space for the development of children's wear brands that have requirements for quality and pursuit for style
The post-90s and even the post-95s have become the new generation of parents. They themselves live in the era of material abundance and have high requirements for quality. As parents, they focus on fashion as well as comfort when choosing a clothing brand for their children. At the same time, they are also the promoters of consumption upgrading and have more requirements on the quality of life of the next generation.
Such as the gradual rise of ENHENN(hum) children's wear, as far as possible to black, white, gray dominant tone, on the one hand is to add less color agent, on the other hand is to create a distinctive style of children's wear.
A more consumer-centric brand will grow in the long run
In the context of fierce competition in the retail market and the great abundance of commodities, the development of retail has gradually stepped out of the commodity-centered mode and shifted to the consumer-centered and flow-centered direction to accelerate its development.
The same is true for the children's wear market, where new retailing is emerging and many brands are better able to satisfy consumers in terms of content, form and experience. How to impress and touch the minds of consumers with distinctive products, scenes, services and experiences has become a key factor.
Many offline stores of children's wear brands have small children's parks, which can meet the needs of parents and children's playful nature of baby shopping and increase customer flow virtually. Malading children's clothing, for example, is well recognized in jiangsu and zhejiang provinces, almost every store has a small playground.
Omni-channel brands can gain broader development space
At present, the retail market has been highly offline and online two-dimensional market. The market will never return to a single offline market structure. Only by realizing two-dimensional market integration and planning and coordinated development, can the whole market be grasped. Omni-channel can achieve two directions: the main line, the online flow into the offline; Mainly online, the offline traffic into the online. Offline and online markets are bound to be synergistic, with the same goal, not a competitive relationship. Can not separate the line and line planning, self competition.
Now most sober companies are aware of the importance of comprehensive channels, trying to integrate online and offline. For example, xiaozhu banner, a traditional children's clothing brand, has accelerated the layout of smart stores since guan shaozhou took office, opened online and offline stores, and launched the "online coupon and offline consumption" model to integrate online and offline traffic together.
In the future, only the market will give an accurate answer to who will be the "king" and who will be the "loser".