Consumption Analysis Of Children'S Clothing Industry In China In The Past 08 Years

1. The basic situation of children's wear industry in 2008: 1, production decline. According to the statistics of Enterprises above designated size according to the statistics of National Bureau of statistics, the production of children's clothing in China has been negative growth since 2008.

The shrinkage of SMEs is even more serious.

Children's clothing production in all sectors should decrease to two digits.

The decline in production reflects the weakness of the market as well as the decline in the efficiency of the industry.

2, export contraction. Since 2008, China's clothing exports have been on the decline as a whole, and children's clothing exports have also declined significantly.

Taking the export of woven baby garments as an example, the number of exports has been showing negative growth since 2008.

3, the domestic market tends to be weak. According to the statistics from the China Business Information Center on large retail business enterprises, after a big lag in the beginning of the year, the consumption of children's clothing tends to be stable, but steadily decreasing, and the overall trend is weak.

Affected by inflation, the consumption expectation of clothing products was low in 2008. Besides the purchase of necessities, the probability of random shopping was greatly reduced.

The market demand for children's clothing has hardly increased over the previous two years, but the consumption structure is quietly changing.

Two, 2008, children's wear market characteristics 1, the market downturn, urban and rural consumption of small and medium enterprises group shuffle acceleration, the number of children's wear brand has increased dramatically in the past few years.

These brands exist in various wholesale markets, and the original intention of brand creation is mainly to face urban consumption.

The main characteristics of these brands are flexible changes and favorable prices.

The products of many brands are identical, brand has no definite product style, and product design follows the fashion rapidly.

This brand mostly adopts the marketing mode of postpartum sales.

In the first two years, the wholesale industry was flourishing, and the children's clothing products were backlog, providing a comfortable hotbed for the survival of the brand. But this year, the wholesale market of children's wear has been declining again and again, and the "buyers" have been greatly reduced. The rest of the better buyers are more inclined to purchase stable brands, after-sale services, and well-known brands.

Small brands have been hit hard in this environment, and small businesses have been exiting.

The "survival of the fittest" once again showed its strong power, and the elimination of small brands began to spread to larger enterprises and larger brands.

The longer the market downturn, the wider the scope of the affected areas, the deeper the degree, the more the number of brands involved.

The shuffle has already begun.

The brand should be constantly adjusted according to the changing market demand. Enterprises should also actively adjust the mode, determine the future direction of development, and seize more market share in the market adjustment period.

2, the market pattern has been preliminarily adjusted, and the Internet, street stores and urban wholesale markets have gained popularity. In the past few years, the consumption of high-end and middle class children's clothing has become the main battleground of many brands. But in 2008, the economic environment was not very optimistic. The factors such as the stock market downturn, the property market waiting for rescue, grain and oil prices, and the rising prices of daily necessities significantly restricted the consumption of high-end products.

Consumers are more pragmatic and turn their attention to the cheap and essential necessities.

Price has once again become one of the primary factors in the purchase of children's clothing.

In the pursuit of high price sensitive to price, urban wholesale market, Street store and so on are often favored by the consumer places where price tags are the main ones.

Consumers are also looking forward to the emergence of new consumption patterns with both the service experience of large shopping malls and the advantage of wholesale market prices.

Internet sales in 2008 has also become a new hot spot. The comfort and convenience of staying at home, the widely chosen and easy to compare consumption experience become one of the main consumption means of more and more young consumers, and more importantly, network consumption provides more preferential and abundant products than on-site consumption.

3, the shortage of quality dealers, the shrinking of dealers, and the economic downturn caused the shrinking of dealers.

The weakness of the market first hit the confidence of small business operators. The marketing team that has been wandering in the wholesale markets has obviously reduced the impact on children's wholesale industry and the corresponding brand of children's clothing.

With the franchise system as the main marketing tool, holding the order will determine the larger children's clothing brand that produces and mastered sales. The same problem is encountered: the dealers and franchisees who have just been attracted will disappear after the next order season, even if they have not paid the balance, the last year's balance will be lost.

Many big brands rely on many years of quality distributors to maintain a relatively good sales base, but the newly recruited dealers are very unstable.

High quality distributors have become scarce resources in children's wear industry.

The instability of the dealer team results in the instability of brand sales, and the instability of brand sales not only affects the sustainable development of enterprises, but also has a negative impact on the distributor's confidence in future dealership.

The cultivation and stability of distributors has become one of the important problems that enterprises need to solve urgently.

4, consumers pay more attention to the practicality of products. When the economy is sluggish, people's aesthetic taste changes slightly.

Children's clothing no longer gives people a sense of flowers. The tone tends to be natural rather than colorful.

Fashion design shows Europeanization tendency, more concise, moderation and practical.

"Practical" has become an important indicator for consumers to buy children's clothing.

The time that consumers are hovering around the counters is growing, but the proportion of buying is decreasing, random shopping is greatly reduced, and target shopping is increasing. One of the characteristics of target shopping is "utility".

Although some of the "special" designs or decorations are favorable, it is ultimately necessary to let consumers pay for the goods.

Well regulated children's clothing, which can be widely matched with other clothing designs, is more popular in 2008.

Three, children's clothing market prospects for the future 1, pay attention to the consumption characteristics and habits of the post-80s generation, the consumer market will continue to be depressed next year, but the trough will go to the crest of the business cycle. At the moment when the market is getting warmer, it will be easy and easy to win the market in a certain period if it wins the mainstream consumer group.

After 80 years, as a new consumer group in the next few years, the clothing consumer market will soon create new space for new brands and products.

Therefore, it is very useful to study the consumption characteristics and habits of "80 generation" in advance to grasp and expand the market of children's clothing in the future.

"Post-80s" is basically a more practical and enjoyable and relatively mature brand choice consumer group. It has the pursuit of individuality, fashion and fast fashion, and puts forward high requirements for brand integrity.

If experience consumption is too advanced in the "70" and "70" consumers, experience consumption in "post-80s" consumption will be a good card. "80" will be more willing to pay for the comfort of shopping experience.

After the 1980s, online shopping is also more prevalent.

In short, the post-80s generation can create more needs. Studying the consumption habits of post-80s generation has a forward-looking role in the future product development and market expansion of enterprises.

2. Adult clothing brands with a certain influence in the "post-80s" may consider that the future of children's clothing and children's clothing is full of business opportunities, especially when the "spendthrift generation" is coming.

Since 80's have the characteristics of brand consumption, some of the brands in the post-80s are more popular. When 80% of the children become children's clothing buyers, they will be more sensitive and concerned about the familiar and interested brands. This will create favorable conditions for the children's clothing with certain strength.

These adult clothing brands will continue the product style and positioning of adult fashion brands and form a sustainable service for the existing consumers.

Many European and American adult clothing brands, from luxury brands, such as CD, PRADA, to popular brands, such as GAP, C&A, to fashion brands, such as ZARA, to sports brands, such as NIKE, ADIDAS and so on, have opened up children's wear product lines.

The introduction of adult clothing brand into children's wear field will better enrich children's clothing market product classification and reflect product differentiation and market differentiation.

3, children's clothing category is further subdivided, juvenile clothes may be separated from sportswear and sportswear. The growth of "post-90s" provides an opportunity for the birth of teenage clothes.

Teenage clothing has always been a blank in the field of children's clothing in China. The special juvenile clothing brand is rare, and the juvenile dress brand with distinctive style and distinctive style is even more rare.

Most teenage clothes are simply the release of Chinese children's wear. Their design elements still use children's clothing and children's clothing. They can't reflect the difference between teenagers' clothes, and can't meet the psychological needs of young people who are different from children's clothing and adult clothes.

Fewer children buy children's clothing in the children's clothing department. Most of the "post-secondary" children are buying in the adult wear Department of casual wear and sportswear, and these clothes can not fully meet the needs of teenagers in the design style, design details and clothing size.

As a relatively special clothing category, juvenile clothing is easier to be separated from casual clothes and sportswear departments which are closer to service age. Teenagers tend to be mature and accept the design styles of adult clothes and adult fashion brands. Therefore, adult clothing brands are more advantageous than children's clothing brands in serving teenagers.

4, the brand positioning is more realistic and pragmatic. At present, in Beijing, Shanghai and other big cities, the proportion of brand overlap in different shopping malls and markets is getting lower and lower.

The consumption of individual brands can be narrower and narrower. This requires that the brand positioning must be more precise and pragmatic, and we need to further analyze the main consumer groups and provide products with characteristics, styles and fit the needs.

"Big and complete" can only give people an impression of being unprofessional.

In order to serve a wider consumer group, children's wear brand group will have the possibility of being born.

Using different brands to locate different markets is a road worth exploring.

The brand group's mode can not only make use of the brand's professionalism and the difference and complementarity between the brand and the brand, grasp the larger market, but also flexibly deploy the internal resources of the group and make use of the scale effect to enhance the brand adaptability and reduce the cost.

Brand positioning varies in different fields, such as grade differences, regional differences, urban and rural differences, style differences, age differences, usage differences, category differences, etc.

5. International brands have entered more and more integrated with Chinese brands. In recent years, the integration of international markets is getting deeper and deeper. The internationalization process of some adult assembly departments has gone through the OEM export, mutual agency and mutual purchase, and has reached the stage of capital integration.

International cooperation and even substantive international integration of children's clothing has not really begun.

Most of the international children's wear brands are still on the sidelines of the Chinese market. More adult clothing brands need to be encouraged in the Chinese market and learn from the successful road. Chinese children's clothing brands really need to enter the international market and lay the foundation for more successful cases and the environmental atmosphere of the international market for Chinese brand update.

However, the integration of China and the international community is bound to develop slowly in the continuous improvement and maturity of development conditions.

The international cooperation of children's clothing enterprises in China has gone from the pure generation of OEM to the design field of ODM. There are still more areas to be opened up and become the new bright spots and new growth points for the future development of children's clothing industry in China.

Yang Jing: editor in charge