Children'S Clothing, Fast Fashion Brand'S Life-Saving Straw?

Today's fast fashion brand players want to be in trouble.

Continuing to maintain its strength and position means choosing the right countermeasures and accelerating pformation.

Recently,

According to billion Europe, Holland

In the near future, the children's clothing market is set up, and children's wear shops are set up in the Chinese market, located in Kade square, New South, Chengdu high tech Zone. In addition, in order to further publicize the opening of new stores, C&A has opened a flash store in its store area and has carried out a 11 day exhibition from February 1st to February 11th.

In August last year, the fast fashion brand ZARA opened an independent retail store for children in the UK. In September last year, GAP opened its first independent children's clothing store in mainland China in West Lake Yintai.

What brings these players into the game?

?

Why do you choose the Chinese market?

Their layout ambition is so great. What are the conditions for children's clothing market in China to give them?

The real economy is revitalized again.

In 2017, we talked about the integration of new retail online and offline. This also gave the offline business the opportunity to get out of the cold winter. Last year, the Ministry of commerce also said that the integration of online and offline development would drive the real business to become more and more viable, as more and more entities began to embrace the Internet and embrace the online business, including traditional business super companies.

Clothing enterprises are no exception, for example, Hai Lan's home has been working with Tmall, Jingdong and Tencent respectively. Perhaps as a large listed clothing enterprise, it can cooperate with each electricity supplier giant.

For the fast fashion brands who have been concentrating on offline stores, the recovery of the real economy is certainly not a good stepping stone.

The fast fashion brand C&A responsible person said last year that C&A will sink the channel to the two or three tier cities on the one hand, and increase the sales of children's clothing market on the other side, especially the establishment of independent children's clothing stores.

From this point of view, offline stores are still the focus of their efforts, and this is also in line with the current trend of development, the choice of force.

The market is the main direction of choice.

2017 children and children clothing consumer safety survey respondents mainly choose in large and medium-sized cities, the report shows that the choice of shopping channels for children's clothing, stores, mother and baby shop, network platform and department store counters are the highest frequency of buying three places, reaching 71.22%, 46.35% and 45.08% respectively, which reflects to a certain extent, at least in the second tier cities of children's clothing line offline shop is also the main choice.

China's children's wear industry has entered a period of rapid development. With the introduction of the "two child" policy, the number of newborn babies in China has opened up a high speed growth mode. The consumption capacity of the main target customers in children's wear market is also constantly upgrading. Meanwhile, the proportion of 80 to 90 percent of the children in the children's group is constantly improving.

According to relevant data, the number of newborns in the future will be between 1780-1950 000 and the total number of children will remain between 2.2-2.5 billion. This also means that the number of children is increasing year by year, and with the increase of consumption level,

The consumer capacity of the consumer market is improving. Parents are willing to bring high quality life to their children. They escort children's quality of life, thus promoting the demand for children's clothing.

According to statistics, the size of children's clothing market in China reached 137 billion 200 million in 2015. With the opening of the second child policy and the upgrading of consumption, the market size of 2017 was expected to exceed 150 billion.

According to the information provided by China industrial information network, China's children's wear market is growing. It is estimated that the market size of children's wear sales will grow evenly in the next 2012-2019 years.

According to the relevant data in 2016, compared with the developed countries such as the United States, Japan and the United Kingdom, the per capita sales of children's clothing in China are still lagging behind.

Importance of market segmentation

The overall cold of fast fashion brands is related to domestic consumption characteristics first.

Consumers pay more attention to experience consumption.

Zhang Jiangping, chairman of the board, once said: "compared with the Chinese consumers who blindly pursue western fashion trends in the past, the consumers are more rational today, and the demand for quality is gradually improving. They are also more friendly and tolerant to some new-born brands with high cost performance and good quality."

In addition, the emergence of social platform and electronic business platform has brought tremendous influence to consumers, so that consumers can have the opportunity to have a clear understanding of products. Therefore, consumers' cognition is increasing the stickiness of local brands with regard to domestic clothing brands which have been neglected for a long time. Local brands will also wake up and rise suddenly, and are moving towards fashion, playing branding strategy, accelerating pformation and upgrading, and expanding the market.

To sum up, the distribution of fast fashion brands in children's clothing market is not impossible. Instead, in China's huge market, the use of its brand effect and the advantages of offline stores can quickly attract customers, because the customer traffic caused by the closure of stores may not be easy to lose.

Under the circumstances, fast fashion brands dedicated to offline markets still have advantages in the recovery of the real economy.

And fast fashion wants to regain its old style. It takes time to test it.

The opening up may be one of them. After all, the Chinese children's clothing market is indeed a fertile land.

At the same time, with the revival of the domestic garment industry, garment enterprises are heading for fashion and building up the clothing brands that meet the consumers' expectations so as to capture more "hearts and minds".

When the development of international brands in the Chinese market is sinking from the first tier cities to the two or three tier cities, the domestic garment enterprises are facing the challenges of rapid changes in consumption, retail channel changes, the rise of Internet consumption, and the intensification of global competition.