China's children's wear is still in its infancy, with frequent quality problems and lack of leading brands.

But with the development of garment enterprises

The market will face a new round of "shuffle".

Children's clothing industry in the future should seek breakthroughs in brand building, channel development and emotional marketing.

Liuhua international from China

It was learned from the festival that the children's clothing industry suddenly rose against the market in the apparel industry's continuous downturn in domestic sales, and became the last blue ocean of the garment industry.

Experts believe that Chinese children's clothing is still in its infancy, with frequent quality problems and lack of leading brands.

But as garment companies enter the children's clothing industry, the market will face a new round of shuffling.

Children's clothing industry in the future should seek breakthroughs in brand building, channel development and emotional marketing.

On the occasion of the 2012 China Liuhua International Fashion Festival and Guangdong fashion week, Xie Qing, Deputy Secretary General of China clothing association, pointed out that children's clothing is the most active piece in recent years.

According to Liao Yanchun, President of China's infant commodity Specialized Committee, 10 years ago, the scale of China's infant industry market was less than 100 billion yuan, and in 2011, it had reached 1 trillion yuan.

During the "12th Five-Year" period, the market size of children's wear will maintain an annual growth of 30%.

Fan Fujun, a researcher at the Guangdong Institute of fashion industry economics, said that the CBME comprehensive exhibition on pregnancy and baby products was held in Shanghai in July this year.

"Many manufacturers contacted at the exhibition have shown that orders for other garments products are decreasing, and orders for children's wear are rising," Fan Fujun said.

This cake is doomed to bigger and bigger.

This is determined by people's changing consumption concepts and consumption patterns.

Xie Qing believes that the active market of children's clothing is related to the consumption concept of new generation parents.

These young parents have higher educational level and income level, stronger purchasing power and relatively more consumption concept.

In addition, according to the 4+2+1 family structure in the mainstream of Chinese cities, 6 parents are struggling to pay for a child's consumption.

The active market of children's clothing will have an impact on the pattern of China's clothing market, and the industry itself will usher in a more competitive situation.

Lu Xingqiang, vice president of Guangzhou Liwan District clothing and accessories business association, believes that the baby market is entering the peak of the industry. Many enterprises are desperately trying to squeeze into this field, and the competition in the industry is becoming increasingly fierce.

Core tip: Chinese children's clothing is still in its infancy, quality problems are frequent, leading brands are missing.

But as garment companies enter the children's clothing industry, the market will face a new round of shuffling.

Children's clothing industry in the future should seek breakthroughs in brand building, channel development and emotional marketing.

- 70% children's clothing manufacturers lack brand industry, lack of "leader".

On the 19 day, "the love for growing up - the 2013 spring and summer baby baby fashion lifestyle conference and China children's industry trend and Development Summit" pointed out that the brand is the "soft rib" of China's children's clothing industry.

At present, 70% of children's wear factories in China are in a state of no brand, many of them are small and medium sized enterprises, mainly based on processing and OEM.

Liao Yanchun believes that despite the emergence of a group of children's clothing brands in recent years, there is still a lack of leading enterprises in China's children's wear market.

Take Dr. frog as an example, the company ranks the top in the domestic high-end consumer goods market.

But the market share is only 4%, indicating that no brand or enterprise has enough scale or influence.

Xie Guogao, deputy director of Foshan economic and Information Bureau, believes that the market space of children's wear industry is huge. Domestic enterprises can not be satisfied with simple production and downstream processing, but should be molded into influential brands that can participate in market competition.

Many people in the industry also said that the market is vast but lacks leading brands. The added value of products is low and homogenization is serious.

In fact, because the threshold of children's wear industry is relatively low, the development of enterprises is bad.

The children's clothing industry in China still needs to break through on the most basic safety issues.

On the eve of the June 1 children's day, AQSIQ notified the results of the supervision and sampling of children's clothing, and 13% of the children's clothing products in the country were not up to standard.

In addition, the poor channel terminal is also a common problem faced by children's clothing enterprises in China.

Lu Xingqiang pointed out that the biggest obstacle to children's clothing industry is the fragmentation of the market.

At present, the sales channels of children's clothing in China are mainly based on the shopping mall counters and store stores. Even when the larger listed clothing enterprises run their own children's clothing, they rarely sell children's clothing "single door".

Core tip: Chinese children's clothing is still in its infancy, quality problems are frequent, leading brands are missing.

But as garment companies enter the children's clothing industry, the market will face a new round of shuffling.

Children's clothing industry in the future should seek breakthroughs in brand building, channel development and emotional marketing.

The industry is facing a new round of "shuffle" enterprises need to seek multiple breakthroughs.

It is reported that in recent years, many adult clothing enterprises have been targeting children's clothing in a vast market, and have been involved in the field of children's clothing.

And as the garment enterprises enter the market of children's wear, children's clothing industry will face a new round of shuffling.

Many people in the industry say that many children's clothing enterprises need to seek breakthroughs in product research and development, brand and channel sales, which also put forward a test for many children's clothing enterprises.

It is worth mentioning that many garment enterprises really work hard on product innovation.

According to Zhou Xianghui, general manager of Guangzhou Teng Wood Baby Products Co., Ltd., the company will choose clothing materials according to the temperature and humidity.

For example, when the climate is dry in the north, the company develops milk protein fiber, which is used to extract cellulose from milk and mix it with cotton, so that the child can release an amino acid under normal body temperature and replenish nutrition and moisture for the skin.

In product marketing, many enterprises also have their own "trick".

Li Guangliang, director of brand marketing at PU card, believes that emotional marketing is the key to brand success for children's clothing industry.

Future Ltd will regularly carry out activities such as "enter factory to find the source of quality", product experience sharing and expert exchange meeting, so that consumers can feel the whole process from product development to packaging, so as to identify their brand culture and ideas.

In this regard, Lu Xingqiang believes that in the day of increasingly personalized, brand and fashionable consumption, to control the commanding point of the market, it must be three-dimensional and multiple interpretation of the characteristics of the product, showing the soft strength of the brand.

In the channel development, Liu Jia, Secretary General of the China clothing association children's wear Committee, believes that the establishment of sales network is the focus of the children's clothing industry.

At present, some children's clothing enterprises in Guangdong are actively developing electronic commerce. Some enterprises will also launch online sales of single products and suits according to market needs, forming a sales network consisting of department stores, specialty stores, large maternal and child shop counters, medical channels, and e-commerce.