The New Year is coming, Children's wear market Usher in the golden age. enter Yantai Children's wear counters in major supermarkets and supermarkets in the urban area display colorful clothes of different styles. But looking at the origin of clothing, many parents found that most of these children's clothing came from the south, and there were few local brands of children's clothing in Yantai.

Recently, the reporter visited a number of supermarkets and children's wear enterprises in the urban area of Yantai, and found that there are many local children's wear enterprises, but only a few children's wear enterprises that "pick the beam" can play an independent role in the national market. While the southern children's wear market has "matured", the Yantai children's wear market is still in the development stage. In the next three to five years, the competition in Yantai children's clothing market will continue to be intense.

　 70% of children's clothes in Yantai are mostly foreign goods

Yesterday morning, Chen Ju, a citizen, came to the children's clothing counter in a large shopping mall in downtown Yantai to buy clothes for children. She found that the "origins" of these children's clothes were like their styles, with a great difference - Shanghai, Guangzhou, Hebei... almost all came from other places, and there was no sign of local children's clothing brands. "The children's clothes in our shopping mall are all from other places, and there are basically no local children's clothing brands." The salesperson at the children's clothing counter said that he did not even know that Yantai has a well-known children's clothing brand.

The reporter came to several important clothing sales areas such as Nanhong Street and Nandajie Street in the urban area of Yantai, and found that there were only a few children's clothes of local brands, and the prices were in the middle range. Some foreign children's wear brands are mostly concentrated in supermarkets, while most local children's wear brands open their own stores and adopt the warehouse sales mode. "The warehousing sales mode has a severe pressure on funds, which is generally 20 times of the counter funds, but some local brands adopt this way because of the large amount of goods." said a salesperson of a brand of children's clothing in Nanhong Street.

Industry insiders said that in addition to Ankami, Mao'enmei'ai, Yilala and other individual brands with the brand of "Made in Yantai", more than 70% of children's clothing brands came from other places. Among them, the cheap foreign trade final single children's clothing has occupied 30% of the market of foreign brands in Yantai with the advantage of "low price".

　　 Local children's wear enterprises develop slowly

　 Yantai's children's wear market developed late, giving foreign brands an opportunity to take advantage of it.

In the 1990s, when children's clothing in southern cities market The development of children's wear enterprises in Yantai is in the embryonic stage when it has entered the development period. In 1998, Ankami was born as the first children's wear brand in our city, and then several children's wear enterprises slowly emerged. These children's wear enterprises have always focused on the national market, but due to the lack of clothing atmosphere in Yantai, few customers are willing to come here to place orders, and it is always difficult to break the "rule" of "northern clothing does not cross the river". "In 1998, we held an order meeting, and only two customers were willing to place orders," said Yu Yongmei, general manager of Yantai Ankami Clothing Co., Ltd.

"Because there are few enterprises, it is very difficult for us to recruit fashion designers." Lin Chengquan, the head of Zhongqun Garments, said that the lack of clothing talent supply, underdeveloped information, high logistics costs, complex procurement of main and auxiliary materials and high costs caused the increase of production costs of children's clothing enterprises. "For the same garment, our production cost is 20% higher than that in the south."

In order to reduce production costs, many Yantai children's wear enterprises adopt OEM, that is, OEM production. "We take advantage of the good quality and large scale of Yantai foreign trade garment processing enterprises to select high-quality processing enterprises to produce clothes for us." Yu Yongmei said, "This not only reduces the cost of garment production, but also is conducive to quality management. At present, we have many stores, and often use low price promotions to attract citizens, reducing the gap with southern children's clothing brands."

　　 The competition among Yantai garment enterprises is fierce

The problem of production cost has been solved, and brand quality has become the trump card for entering the market. "Although Yantai's geographical location is not advantageous, the quality of children's clothing is the main reason for my choice," said Chen Keliang, from a clothing sales enterprise in Shenzhen. He said that Yantai's well-known children's clothing brands can achieve "zero formaldehyde", which is the most concerned problem of children's parents, and the clothing style can always be ingenious. "I have cooperated with Yantai's clothing enterprises for ten years, and Ankami and others have become well-known throughout the country." Chen Keliang said.

The local children's wear enterprises have established a firm foothold in the national children's wear market by "leveraging their strength". "More than 3000 designs and colors of children's clothing are designed every year, and our store has tens of thousands of members in Yantai." Yu Yongmei said that today, many children's clothing styles are often "copied".

Although Yantai children's clothing rushed into the country, its own development still has "short legs". Liu Guangyan, a professor at the School of Economics of Shandong Industrial and Commercial University, said that at present, there are more than ten children's clothing enterprises in Yantai, with uneven development. There are also cases of competing for the market through style imitation. "There are only a few brands that can rank in the national rankings, and most of the enterprises are still small in scale and their comprehensive strength is not strong." Liu Guangyan said, "In the next three to five years, the competition of Yantai children's wear enterprises will become white hot."