The Brand Pattern Of Children'S Clothing Is Gradually Forming, And A New Marketing Mode Appears.

< p > 2013, China has more than 10000 children's wear enterprises, mainly in Dongguan, Zhejiang, Huzhou, Fujian Quanzhou, Henan Anyang, Sichuan Chengdu and other places. The annual output of children's clothing is about 5 billion, of which domestic sales are about 2 billion, with a total sales of about 100 billion yuan.

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< p > < strong > sales growth slowed down < /strong > < /p >

< p > 2013, China's < a href= "//www.sjfzxm.com/news/index_c.asp > > children's wear industry < /a > has the following characteristics: first, the growth of domestic and foreign market sales has slowed down.

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Since P 2013, China's clothing exports have maintained overall growth, but the growth rate has gradually declined.

Taking baby garments and accessories as an example, the export volume and export volume rebounded slightly in the month of 2013 1~7, of which the number of exports increased by 1.30% over the same period last year, and the export volume increased by 5.53% over the same period last year. The growth rate dropped by 2.51 and 1.24 percentage points compared with the first quarter of 2013.

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< p > the consumption of children's clothing in the domestic market has experienced rapid growth for several years. Since the end of 2010, the growth rate has been leveling steadily and steadily decreasing.

According to statistics from the China National Business Information Center on large retail business enterprises, sales of children's wear still maintained more than 10% growth in October 2010. By the end of 2012, children's clothing sales increased to 5.05%.

In 2013 1~7, the sales volume of all kinds of garments increased by only 3.06%.

In the 13 categories of clothing products that were counted in the China National Business Information Center, 8 categories of products had negative growth, 5 products sales were positive growth, children's clothing sales growth was second only to men's suits, an increase of 12.2% over the same period last year, and the growth rate dropped by 0.77 percentage points compared with the 1 quarter of 2013.

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< p > Second, multi brand group management, perfect market layout.

China's children's wear market has entered a period of rapid growth, but the scale of children's wear enterprises is generally small, and the market share and competitiveness of individual brands are limited.

At the same time, the change of consumption demand leads to increasingly complex competition components, and the market competition pressure accelerates the deep subdivision of children's clothing market and narrowing the market space of single brand.

Under the background of such industries, children's clothing enterprises actively carry out multi brand group operation, and carry out new businesses through various modes of cooperation such as agency, investment and acquisition. The product category is richer and the brand level is more distinct and diverse.

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< p > < strong > > a href= "//www.sjfzxm.com/news/index_c.asp" > new marketing mode < /a > rise > /strong > /p >

< p > besides, the development of children's clothing industry in China also shows a downward trend in terminal profitability and slow pace of channel expansion.

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< p > terminal demand slowdown, intensified competition and inventory problems have led to a decline in profitability of retail terminals, and a bottleneck has been encountered in the development mode of store expansion.

In the two or three line market, the domestic independent children's clothing brand, which has certain scale advantages, has begun to slow down the speed of channel expansion while using various channels and various means to penetrate the first-line market. It also strengthens the integration of existing sales channels, pays attention to the combination of the breadth and depth of the channel structure, and consolidates and improves the coverage and permeability of the existing target market. At the same time, it has become more and more important to improve the store's single store performance and promote endogenous growth.

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At the same time, the new marketing mode has risen rapidly at P.

Many new marketing modes, such as online marketing, animation and cartoon marketing, public welfare marketing and multi brand combination marketing, are emerging rapidly, and their market effects are gradually emerging.

In particular, network marketing and "animation + industry" marketing model is the most prominent.

At present, many children's clothing enterprises jointly create cartoon creative image, create high value-added products with cultural connotation and unique personality, and realize differentiated marketing with the help of animation industry, so as to achieve deep integration of animation industry and children's clothing industry, and enhance the market competitiveness and reputation of the brand.

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< p > < strong > < a > href= > //www.sjfzxm.com/news/index_c.asp > > children's wear > /a > industry development trend < /strong > /p >

< p > first, the brand structure is emerging.

The monopolized National Children's wear brand, strong regional brand, agent brand and retailer brand will soon appear.

The brand form the echelon pattern from many aspects, such as region, grade, style type and so on.

The front-line market will divide the world with domestic strong and competitive local brands and foreign high-end brands, so as to break the current pattern of foreign brands' dominance in the first-line market; the two or three line brands will be dominated by local brands or regional brands with unique scale; wholesale markets will have wholesale brands with excellent quality and brand image.

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< p > secondly, enterprise operation and terminal operation lean.

Enterprises will focus more on improving the terminal's quick response capability and profitability.

Terminal marketing mode presents a trend of intersecting. It includes not only department stores, commercial street shops, supermarket stores, multi brand stores, but also a "one-stop" shopping mall and experience hall for children.

At the same time, e-commerce has become the main means of sales.

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< p > third is the trend of brand integrated marketing.

Brand is not only through the interaction between terminals and consumers, but also through the animation and cartoon marketing, network marketing, fast fashion marketing, experiential marketing, custom marketing and other integrated marketing tools to spread brand culture, enhance brand image.

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< p > Fourth, quality becomes the root of enterprise survival.

In the future, enterprises will actively integrate into the "low-carbon era", adopt green raw materials and auxiliary materials, and strive to make children's clothing more environmentally friendly and healthier.

And actively study the physiological and psychological characteristics of children's growth, and try to interpret children's needs through brand and product.

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