Children'S Shoes And Clothing Market Is Large And Homogeneous.

Facing the expanding children

Big cake, any businessman wants to jump out of homogenization competition.

With the increase of children's consumption scale, the market also presents new trends and changes.

The recent survey found that the proportion of experiential consumption gradually increased, imports were more popular, the market was refined and parent child activities were held frequently, becoming the four most obvious trends in the field.

Trend 1: experiential consumption is popular.

In the past, to sell children's clothing and

Shopping malls, which are mainly toys, began to increase the proportion of experiential consumption.

In the Dragon Plaza, there are currently 24 children shopping related businesses, and experiential consumption accounts for about 40% of the total.

In fact, businesses are also willing to increase the proportion of experiential consumer brands.

In the general situation, the proportion of these businesses is about 30% to 40%, but the contribution and the rents of these businesses are higher than this proportion, or even half of the total revenue of the mall.

"On the one hand, experiential businesses need larger areas, so rental stores are relatively large; on the other hand, sales of experiential traders are generally higher than those of purely sales oriented businesses."

The person in charge said.

The shopkeeper of Lego toy store told me that a few years ago, YISHION sellers focused more on the experience.

After entering the mall, the seller usually asks to set up the experience area, so that children can experience some toys that need to be started.

"These toys are entertaining, but relatively high end, appropriate experience can promote commodity sales very well."

The store manager said.

Some executives also said that experiential businesses are also good for promoting market popularity and increasing user stickiness.

Trend two: rising sales of foreign toys

After CCTV's "3. 15" party revealed that toy manufacturers used recycled plastic production, many children's commodity sellers felt a significant change -- consumers' safety of toys was more important. They would check whether there was a 3C certification before buying.

At the same time, this also lets the expensive imported goods receive the consumer's favor, the sales volume starts to enhance in nearly a month.

During my visit, I found that although most businesses ensure that the quality of toys in the shop is passed, the toys in the shop are not guaranteed as they are, and they all have 3C certification marks.

In the Li Jia baby store, I saw a brand named "Chi Chi Chi" baby gutta toy without 3C certification mark.

The clerk admitted that not all toy brands were certified, but the quality could be guaranteed.

"HASBRO, Lego and Chi Chi's well-known imported toy brands have recently increased their sales."

The shop assistant said that many customers were bought and sent to others. They did not want the other party to receive a gift but hurt their children due to quality problems, so they bought high priced foreign toys.

The author found that, with imported goods, a Bobbi produced and manufactured by the Mattel Inc is marked with the 3C certification mark. The Lego and Fisher do not have the 3C certification mark; HASBRO has a 3C certification mark on Transformers building block packaging, but on the same color of the brand, it is labeled with the "China Quality Inspection and Quarantine" logo.

Trend three: constantly refined consumer market

The classification of children's consumer goods is not limited to age and sex.

The author finds that at present, the trend of subdivision of consumer goods and services is more and more obvious.

Some businessmen said that children's shoes were only accessories of children's clothing manufacturers, and the market was relatively scattered.

But now, a number of professional children's shoes have appeared in the market.

At the same time, many shoe manufacturers have noticed the great potential of children's shoes market.

Such as BELLE's several women's shoes brand began to dabble in children's shoes market.

"Children's shoes and clothing market has emerged as a leading brand of a certain scale, such as Parker Randi and Dr. frog, but its market share and product competitiveness have not led the industry in real sense, and there are still many opportunities for new enterprises."

A brand official said.

At the same time, children's cosmetics also quietly come into the room.

The head of a children's photography agency said that since the cosmetics used for children's makeup were mostly adult products, the children's skin did not adapt. Therefore, photography agencies began to try to buy children's cosmetics.

However, at present, the cosmetics market for children is still blank. I didn't even see similar formats in large shopping malls, but I found a Disney brand "professional children and girls cosmetics" for children over 6 years old in a children's products market.

Trend four: parent child activity is a good tool for gathering customers.

With the coming of mother's day, children's day and father's day, paternity activities will become an indispensable leading role in major shopping malls in the coming month.

This has also become an effective way to attract tourists.

During my recent visit, I saw many activities in the Chaoyang Joy City, the new world women's department store and the national shopping mall.

Take the new world women's department as an example, flea market, children's performance and fun competition are common forms of parent child activities.

"After I took part in a flea market activity, I could receive text messages from the mall almost every week, notifying children of parent-child activities, and I often took my children there."

Consumer Liu said that every time she went to parent-child activities, she would spend money in shopping malls.

In the new world women's department store business, the shopping mall traffic is relatively inconvenient, popularity has not been high.

Now parent child activity has become an effective way to enhance the popularity of shopping malls and retain customers.

Perhaps it's seeing the paternity of parent child activities, and supermarkets are starting to follow suit.

A few days ago, WAL-MART launched the "dynamic children's show" competition across the country.

"Children's consumption has the characteristics of one person driving the whole family. Parent-child activities not only enable children to get out of their own world, learn to communicate, but also allow parents to get together and exchange experiences.

The most important thing is that activities will enable a large number of target customers to come to the mall, create consumer opportunities and cultivate potential customers.

Mr. Wang, who participated in planning a parentage in a shopping mall, said.