Editor's note: It is understood that there are currently more than 200 million children in China, nearly 300 million children, and 10 million newborns will be added every year. The number of children's wear enterprises in China is more than 6,000, which is less than 10% of the total number of apparel enterprises in the country. About 6% of the country’s total clothing production.
According to reports, there are currently more than 200 million children in China, nearly 300 million children, and 10 million newborns will be added every year. There are more than 6,000 children's wear enterprises in China, which is less than 10% of the total number of clothing enterprises in the country. About 6% of production. With the joint announcement of Haier Group and Xiamen Huarong Group, in 2010, more than 3,000 Haier Brothers Children's Stores will be launched nationwide. This indicates that after the foreign brands and fashion brands entered the children's wear industry in China, the capital of other industries has begun to enter the children's clothing industry. Undoubtedly, the competition in the children's wear market in China will further intensify.
Foreign brands occupy a large market in children's clothing Currently, in China, Beijing, Shanghai, Guangzhou and other first-tier cities and Chongqing, Chengdu and other second-tier cities in the major shopping malls, foreign brands children's clothing counters everywhere. China's children's wear market, especially the high-end market, is basically the world of foreign brands. Mickey Mouse, Babbean, Garfield and other foreign brands occupy prominent positions, and more and more consumers have become accustomed to foreign brands with a strong Western flavor. It is understood that in the children's wear market in China, foreign brands accounted for more than 50% of children's clothing, and genuine children's clothing with brands only accounted for about 10% of the entire children's wear market. This situation has really made China's textile and apparel industry, especially the knowledge of the children's wear industry feel very embarrassing.
In addition, the price of foreign brands of children's clothing is generally 1 to 2 times higher than domestic brands at the same level. However, it is still able to occupy half of the entire children's wear market. Although the reasons are complicated, the overall situation is also formed by the superposition of various factors. From the analysis of the composition of consumers, it is not difficult for us to find out that the current parents of children are mostly the only child of the first generation in China, that is, the "second generation" after some media called the "single generation". Most of the parents of these children were born after 1980. Along with the deepening of China’s reform and opening up, their outlook on consumption has changed a lot. For children's clothes that have not been given much attention before, they have gradually begun to pay attention to the brand, style and quality of children's wear. Moreover, some children, especially children in large and medium-sized cities, are also beginning to pursue brand-name clothing. More and more parents are also willing to have their children buy trendy children's clothing brand trend is rising, even if the price is expensive and wear time is only a few months does not matter. This is one of the reasons that foreign brands currently occupy half of the country’s large and medium-sized cities. At the same time, we have to admit that it is because China's children's wear industry starts younger than the foreign brands. Therefore, the objective difference still exists. For example, the foreign brands of children's wear are very obvious in the style of the cartoon effect, novel and unique, strong sense of the trend, with a strong visual impact. At the same time, it is lively and exaggerated in the design of the pattern and the use of color, colorful, and strong leisure. Can very well grasp the psychology of children's consumer groups, aroused their desire to buy. With advanced design and complete variety, it is also another important factor for foreign brands to attract consumers. After decades of business development, foreign brand children's clothing has already formed its own complete system. Its products range from T-shirts, coats, thin sweaters, trousers, skirts, vests, suits, and more. From inside to outside, from head to toe, from home to go out, to school, all children's collections are available. This has a relatively large choice for consumers. In addition, the foreign brands of children's wear are also relatively well-known for domestic children's wear, and they also have good marketing awareness and perfect marketing methods. Taking the Children's Day in 2011 as an example, a foreign brand store in Chengdu not only carefully laid out the style of the store to match the festive atmosphere of Children's Day. It also lost no time in launching a series of promotions, which greatly increased sales. In addition, the promotion density of foreign brands using children's rolling media and print media is far higher than that of domestic children's wear brands. Therefore, the market share of foreign brands children's clothing is also rising.
Domestic children's wear is still searching for the children's wear industry in China. Around 2000, four production bases, namely Foshan in Guangdong, Huzhou in Zhejiang, Shishi in Fujian, and Wuhan, were formed. However, with the intensification of market competition, affected by geographical location and industrial chain. The children's wear industry in Shishi and Wuhan gradually became weaker, and Foshan and Huzhou continued to grow bigger and stronger. At the same time, Dongguan's children's wear industry has also become one of the newly emerging children's clothing bases with its own advantages.
However, looking at the domestic children's wear market, the real sense of domestic brands has not yet formed. The reason for this is mainly due to the small scale of children's wear enterprises. There are still many OEMs, brand-name brands and unlicensed factories. There is a serious lack of design personnel for children's clothing companies, and a series of factors such as the homogeneity of competition among enterprises.
Zhou Liming is the head of a children's clothing factory in Zhejiang. His factory currently has nearly 200 workers. However, he has not considered creating his own brand status for these years. His current business scope is mainly concentrated in the majority of markets in the central and western regions of China. He is ordered by children's wear wholesalers from all over the country. He is relying on his local industrial chain to produce products in a short period of time. In Zhou Liming's own words, it is from the design of surface accessories, printing, embroidery, buttons, and garment manufacturing that can complete industrial support in less than one kilometer. If customers look at a new model, it will only take 2 or 3 days from proofing to mass production. The flexibility advantage of the small children's clothing company “having a good boat†makes Zhou Liming comfortable in the children's wear industry all these years. However, there are almost no designers in his factory, the style is basically based on imitation, and the production of products is much rougher than that of large companies. Although his children's clothing products are cheap and sales are still available, the problems that Zhou Liming has not realized are: its rough work products, design plagiarism, lack of brand personality and brand culture, will directly lead to With weak competitiveness, market share will also gradually shrink.
Undoubtedly, the children's wear industry in China is now shifting to the stage of "brand consumption." If Zhou Liming does not adjust his own business ideas in a timely manner and strengthens the cultivation of his children's wear brand, the final result of his factory may be that he is "not good at all."
Most people in the industry still remember that in 2010, China’s children’s wear products were frequently asked by foreign and American countries and regions to pull back ropes that caused children’s neck injuries, small parts, flammable substances, and harmful substances. In fact, this is only due to the outbreak of the financial crisis. Occidental countries and regions have poor economic conditions and for the purpose of protecting their own companies, they have constantly used different forms of trade protection measures to restrict the import of China's textile and apparel products, and recalled them as technical barriers. One form is increasingly being adopted. However, although such recalls have the background of trade protection, the factors of China's children's wear export enterprises cannot be ignored. For example, most children's wear manufacturing enterprises in China have low professional knowledge and do not pay attention to their own training. In the face of product orders, it is impossible to make rational judgments in a timely manner. Simply believe that as long as the production of products in accordance with the requirements of customers can be, so as not to deeply understand the relevant technical standards in Europe and the United States and regional in-depth understanding and research. In addition, some children's wear exporting companies did not pay attention to the product design and compliance with its obligations when making contracts with foreign customers, resulting in children’s clothing export companies suffering losses that could have been avoided completely. It is not uncommon in China's textile and apparel industry. This makes people feel very sorry. In addition, China's children's clothing industry is relatively lack of its own design talent is also one of the reasons leading to children's clothing products are not competitive. Coupled with the children's wear enterprises themselves do not pay attention to the cultivation and reserve of reserve personnel, it eventually led to the majority of children's clothing companies in China to imitate the design of foreign-based situations. This is also one of the reasons why we are valued by the heads of our children's clothing enterprises. All in all, China's children's wear enterprises have been slowly moving toward branding and high-end products. Although this pace is somewhat sluggish, to a certain extent, it will inevitably change greatly only if we continue to move forward.
Experts analyze that the quality of children's wear can not be ignored. Talking about the quality of children's wear on the market in our country, anyone with insight in the industry cannot but consider this to be a problem of “progressionâ€. Taking Guangdong Province as an example, this is a big province of children's clothing production in China, accounting for more than 30% of the country's total output. However, in the past years, children's clothing products such as formaldehyde, pH toxic dyes, and other incidents have been repeatedly reported. According to statistics released by the Guangdong Provincial Administration for Industry and Commerce, the quality of children's wear inspections has been kept at a low pass rate for 5 years in the Guangdong Province, with only 30% being qualified at the worst, and nearly 40% being unqualified at the best. The average pass rate for 5 years is only About 60% have even repeatedly detected carcinogens containing excessive amounts of toxic aromatic amines. The publication of these materials is not only shocking, but also a serious blow to consumer confidence in the purchase of children's clothing products, affecting the sales of children's clothing apparel.
In fact, as the second layer of children's skin, the quality of children's clothing has always been a concern of consumers, and it is also a problem that children's clothing manufacturers need to raise. According to relevant experts, the main reason why the quality of children's wear in China has not been able to go up is that children's wear has not been included in the list of production licenses. The entry threshold for children's wear manufacturing enterprises is very low, and it is often several people. Several machines can start production directly. At the same time, the relevant functional departments have relatively low sampling densities for children's clothing and have not yet reached the supervision of the entire market. In addition, due to the small scale of most children's clothing manufacturing enterprises, it is objectively difficult to supervise the children's clothing industry. At present, the prices of raw materials such as cotton and wool continue to rise. In order to save costs, some companies quietly use low-priced inferior fabrics for children's clothing production. The children’s wear market is like a huge cake attracting more and more funds and companies. At present, China's children's wear market is experiencing an unprecedentedly good development. However, if children's wear enterprises do not strictly control the quality of their products, children's wear enterprises that do not have design advantages and do not seek quality and do not pay attention to operating standards or brands will inevitably compete. , was eliminated by the market mercilessly.
According to reports, there are currently more than 200 million children in China, nearly 300 million children, and 10 million newborns will be added every year. There are more than 6,000 children's wear enterprises in China, which is less than 10% of the total number of clothing enterprises in the country. About 6% of production. With the joint announcement of Haier Group and Xiamen Huarong Group, in 2010, more than 3,000 Haier Brothers Children's Stores will be launched nationwide. This indicates that after the foreign brands and fashion brands entered the children's wear industry in China, the capital of other industries has begun to enter the children's clothing industry. Undoubtedly, the competition in the children's wear market in China will further intensify.
Foreign brands occupy a large market in children's clothing Currently, in China, Beijing, Shanghai, Guangzhou and other first-tier cities and Chongqing, Chengdu and other second-tier cities in the major shopping malls, foreign brands children's clothing counters everywhere. China's children's wear market, especially the high-end market, is basically the world of foreign brands. Mickey Mouse, Babbean, Garfield and other foreign brands occupy prominent positions, and more and more consumers have become accustomed to foreign brands with a strong Western flavor. It is understood that in the children's wear market in China, foreign brands accounted for more than 50% of children's clothing, and genuine children's clothing with brands only accounted for about 10% of the entire children's wear market. This situation has really made China's textile and apparel industry, especially the knowledge of the children's wear industry feel very embarrassing.
In addition, the price of foreign brands of children's clothing is generally 1 to 2 times higher than domestic brands at the same level. However, it is still able to occupy half of the entire children's wear market. Although the reasons are complicated, the overall situation is also formed by the superposition of various factors. From the analysis of the composition of consumers, it is not difficult for us to find out that the current parents of children are mostly the only child of the first generation in China, that is, the "second generation" after some media called the "single generation". Most of the parents of these children were born after 1980. Along with the deepening of China’s reform and opening up, their outlook on consumption has changed a lot. For children's clothes that have not been given much attention before, they have gradually begun to pay attention to the brand, style and quality of children's wear. Moreover, some children, especially children in large and medium-sized cities, are also beginning to pursue brand-name clothing. More and more parents are also willing to have their children buy trendy children's clothing brand trend is rising, even if the price is expensive and wear time is only a few months does not matter. This is one of the reasons that foreign brands currently occupy half of the country’s large and medium-sized cities. At the same time, we have to admit that it is because China's children's wear industry starts younger than the foreign brands. Therefore, the objective difference still exists. For example, the foreign brands of children's wear are very obvious in the style of the cartoon effect, novel and unique, strong sense of the trend, with a strong visual impact. At the same time, it is lively and exaggerated in the design of the pattern and the use of color, colorful, and strong leisure. Can very well grasp the psychology of children's consumer groups, aroused their desire to buy. With advanced design and complete variety, it is also another important factor for foreign brands to attract consumers. After decades of business development, foreign brand children's clothing has already formed its own complete system. Its products range from T-shirts, coats, thin sweaters, trousers, skirts, vests, suits, and more. From inside to outside, from head to toe, from home to go out, to school, all children's collections are available. This has a relatively large choice for consumers. In addition, the foreign brands of children's wear are also relatively well-known for domestic children's wear, and they also have good marketing awareness and perfect marketing methods. Taking the Children's Day in 2011 as an example, a foreign brand store in Chengdu not only carefully laid out the style of the store to match the festive atmosphere of Children's Day. It also lost no time in launching a series of promotions, which greatly increased sales. In addition, the promotion density of foreign brands using children's rolling media and print media is far higher than that of domestic children's wear brands. Therefore, the market share of foreign brands children's clothing is also rising.
Domestic children's wear is still searching for the children's wear industry in China. Around 2000, four production bases, namely Foshan in Guangdong, Huzhou in Zhejiang, Shishi in Fujian, and Wuhan, were formed. However, with the intensification of market competition, affected by geographical location and industrial chain. The children's wear industry in Shishi and Wuhan gradually became weaker, and Foshan and Huzhou continued to grow bigger and stronger. At the same time, Dongguan's children's wear industry has also become one of the newly emerging children's clothing bases with its own advantages.
However, looking at the domestic children's wear market, the real sense of domestic brands has not yet formed. The reason for this is mainly due to the small scale of children's wear enterprises. There are still many OEMs, brand-name brands and unlicensed factories. There is a serious lack of design personnel for children's clothing companies, and a series of factors such as the homogeneity of competition among enterprises.
Zhou Liming is the head of a children's clothing factory in Zhejiang. His factory currently has nearly 200 workers. However, he has not considered creating his own brand status for these years. His current business scope is mainly concentrated in the majority of markets in the central and western regions of China. He is ordered by children's wear wholesalers from all over the country. He is relying on his local industrial chain to produce products in a short period of time. In Zhou Liming's own words, it is from the design of surface accessories, printing, embroidery, buttons, and garment manufacturing that can complete industrial support in less than one kilometer. If customers look at a new model, it will only take 2 or 3 days from proofing to mass production. The flexibility advantage of the small children's clothing company “having a good boat†makes Zhou Liming comfortable in the children's wear industry all these years. However, there are almost no designers in his factory, the style is basically based on imitation, and the production of products is much rougher than that of large companies. Although his children's clothing products are cheap and sales are still available, the problems that Zhou Liming has not realized are: its rough work products, design plagiarism, lack of brand personality and brand culture, will directly lead to With weak competitiveness, market share will also gradually shrink.
Undoubtedly, the children's wear industry in China is now shifting to the stage of "brand consumption." If Zhou Liming does not adjust his own business ideas in a timely manner and strengthens the cultivation of his children's wear brand, the final result of his factory may be that he is "not good at all."
Most people in the industry still remember that in 2010, China’s children’s wear products were frequently asked by foreign and American countries and regions to pull back ropes that caused children’s neck injuries, small parts, flammable substances, and harmful substances. In fact, this is only due to the outbreak of the financial crisis. Occidental countries and regions have poor economic conditions and for the purpose of protecting their own companies, they have constantly used different forms of trade protection measures to restrict the import of China's textile and apparel products, and recalled them as technical barriers. One form is increasingly being adopted. However, although such recalls have the background of trade protection, the factors of China's children's wear export enterprises cannot be ignored. For example, most children's wear manufacturing enterprises in China have low professional knowledge and do not pay attention to their own training. In the face of product orders, it is impossible to make rational judgments in a timely manner. Simply believe that as long as the production of products in accordance with the requirements of customers can be, so as not to deeply understand the relevant technical standards in Europe and the United States and regional in-depth understanding and research. In addition, some children's wear exporting companies did not pay attention to the product design and compliance with its obligations when making contracts with foreign customers, resulting in children’s clothing export companies suffering losses that could have been avoided completely. It is not uncommon in China's textile and apparel industry. This makes people feel very sorry. In addition, China's children's clothing industry is relatively lack of its own design talent is also one of the reasons leading to children's clothing products are not competitive. Coupled with the children's wear enterprises themselves do not pay attention to the cultivation and reserve of reserve personnel, it eventually led to the majority of children's clothing companies in China to imitate the design of foreign-based situations. This is also one of the reasons why we are valued by the heads of our children's clothing enterprises. All in all, China's children's wear enterprises have been slowly moving toward branding and high-end products. Although this pace is somewhat sluggish, to a certain extent, it will inevitably change greatly only if we continue to move forward.
Experts analyze that the quality of children's wear can not be ignored. Talking about the quality of children's wear on the market in our country, anyone with insight in the industry cannot but consider this to be a problem of “progressionâ€. Taking Guangdong Province as an example, this is a big province of children's clothing production in China, accounting for more than 30% of the country's total output. However, in the past years, children's clothing products such as formaldehyde, pH toxic dyes, and other incidents have been repeatedly reported. According to statistics released by the Guangdong Provincial Administration for Industry and Commerce, the quality of children's wear inspections has been kept at a low pass rate for 5 years in the Guangdong Province, with only 30% being qualified at the worst, and nearly 40% being unqualified at the best. The average pass rate for 5 years is only About 60% have even repeatedly detected carcinogens containing excessive amounts of toxic aromatic amines. The publication of these materials is not only shocking, but also a serious blow to consumer confidence in the purchase of children's clothing products, affecting the sales of children's clothing apparel.
In fact, as the second layer of children's skin, the quality of children's clothing has always been a concern of consumers, and it is also a problem that children's clothing manufacturers need to raise. According to relevant experts, the main reason why the quality of children's wear in China has not been able to go up is that children's wear has not been included in the list of production licenses. The entry threshold for children's wear manufacturing enterprises is very low, and it is often several people. Several machines can start production directly. At the same time, the relevant functional departments have relatively low sampling densities for children's clothing and have not yet reached the supervision of the entire market. In addition, due to the small scale of most children's clothing manufacturing enterprises, it is objectively difficult to supervise the children's clothing industry. At present, the prices of raw materials such as cotton and wool continue to rise. In order to save costs, some companies quietly use low-priced inferior fabrics for children's clothing production. The children’s wear market is like a huge cake attracting more and more funds and companies. At present, China's children's wear market is experiencing an unprecedentedly good development. However, if children's wear enterprises do not strictly control the quality of their products, children's wear enterprises that do not have design advantages and do not seek quality and do not pay attention to operating standards or brands will inevitably compete. , was eliminated by the market mercilessly.
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