The "Danger" And "Machine" Of Children'S Clothing Foreign Trade Market

Children's shoes have always been the largest category of maternal and child sales. According to EuromonitorInternational statistics, sales of children's clothing market in the world in 2017 amounted to 160 billion US dollars, an increase of 6.2% over the same period last year. It is estimated that the size of children's clothing market in the world will reach 170 billion 600 million in 2018.

However, children's clothing export market "cake" is big, the problem is also constantly exposed, the category is single, the homogenization situation is serious, the local small brands and so on present situation brings many challenges to the children's clothing export enterprise.

In many enterprises engaged in children's clothing export industry, there are bruises and new life.

And when we look at these enterprises from a brand new perspective, we may be able to see the future of children's clothing export market from the story of Kang Jian, the founder of Foshan Xiong Xiong Garments Co., Ltd.

Listen to children's clothing operators to talk about the history of children's clothing foreign trade changes

Kang Jian told Hugo net that in 2000, China's children's wear foreign trade enterprises basically formed four production bases mainly based on Foshan, Zhejiang, Huzhou, Fujian Shishi and Wuhan.

At that time, with the intensification of market competition and the influence of geographical location and industrial chain, the children's clothing industry in Shishi and Wuhan was gradually weakening, while Foshan and Huzhou continued to maintain strong growth.

Founded by Qiao Xiong Garments Co., Ltd. is located in Foshan.

"Although the children's clothing market in Foshan is improving steadily, in fact, throughout the Chinese children's clothing market, the real sense of domestic brands has not yet formed, and there is not much core competitive advantage on the road to overseas markets."

Kang Jian is rather distressed. The fundamental reason for this is that the scale of foreign trade enterprises for children's clothing is generally not large, and OEM and miscellaneous brand factories are still more numerous. At the same time, there is a lack of professional design talents, and the homogenization competition among enterprises is aggravated, resulting in the slow development of the industry.

Fortunately, in recent years, as China's children's wear market has matured, domestic children's clothing brands such as Barbara, red, yellow and blue, piglet and other domestic brands have suddenly come to the forefront. Meanwhile, adult sports brands such as Anta, XTEP and 31st degree are also vigorously distributing children's clothing market.

It is understood that as early as 2008, Anta had pioneered the launch of children's sporting goods series, the first time in 2009, the first children's wear fair was held, and the children's clothing products were formally launched in the following year. XTEP formally entered the children's wear industry in 2012.

"Nowadays, the children's clothing industry in China is increasingly aware of the importance of the brand. Children's clothing consumption has shifted from quantity consumption to brand consumption, and the competition for brand competition is bound to be raging.

He talked with great interest.

There are two common points in the cross border sale of mother and baby in overseas markets.

Business is like sailing against the current.

In the traditional trade area of children's clothing, backed by a solid foundation, in 2016, Kang Jian opened the next blueprint plan - pformation of cross-border electricity providers.

"Although the traditional foreign trade and cross-border electricity providers are all for overseas consumption groups, there are still big differences between the two."

Kang Jian pointed out that online sales are not simply to sell products on the electronic business platform. Besides the excellent quality of products, they need some external support, such as trademarks, product introductions, and packaging for overseas consumers.

Speaking of the experience of selling local products to foreign countries, he believes that for the mature consumer groups abroad, the needs of the crowd will pay more attention to the personalized experience, and the demand for vertical brands and channels will be higher than that of the domestic ones.

According to its disclosure, as far as the current situation is concerned, there are two common points in the industry that some of the oversold mothers and babies cross the border sellers.

On the one hand, on the one hand, the sales of "high value" customers, especially those with high repetition and high consumption, are often several times the sales of ordinary consumers. Wise mother to child cross border sellers will deliberately create and sell products around the pain points and needs of these people. On the other hand, diversification of products will take place. On cross-border e-commerce platforms, cross-border TOP stores will no longer be confined to single category sales, but will be derived from the main categories of products. For example, while selling milk powder diapers, they will also provide early childhood education and other peripheral services.

Compared with other categories, low price may be the most effective way to win overseas consumers, but this strategy has a huge "reversal" in the category of mother and infant.

"For example, in Europe and the United States and Russia, a family spends most of its monthly expenses on purchasing children's products. Relative prices, new parents will pay more attention to the quality and safety of children's lives."

Kang Jian further revealed, "especially in the European and American markets, baby products are still not agile enough in terms of product richness and innovation, compared with the domestic market, but the actual demand in the market is very large. Therefore, the key to Chinese sellers to increase customer loyalty and increase consumer viscosity in overseas markets is still the product and service."

The "three steps" strategy is very important for overseas children's clothing consumption demand analysis.

So, what kind of children's clothing products are more popular in overseas markets? Through years of overseas market research, Kang Jian found that European and American local brand children's clothing is particularly effective in cartoon design, novel and unique, strong sense of fashion and strong visual impact. At the same time, it is more lively and exaggerated in the design and application of colors, which can well grasp the psychology of children's consumer groups and arouse children's desire to buy.

Of course, compared to domestic children's clothing, "children's clothing brand in Europe and America mainstream market is commendable either in marketing consciousness or marketing means. These brands are much more publicizing through media and advertising channels than Chinese children's wear brands."

According to him, in Europe and the United States children's clothing market, usually mainly T-shirts, shirts, skirts and sweaters, rich in popular cartoon patterns are even more popular. Among them, the trend of girls' wear is wrinkle, fluffy, embroidery, quilting effect, Mashup and romantic series, while the trend of boys' wear is three color series, color lines, coarse denim fabrics and earthy colors.

It is worth mentioning that Kang Jian also stressed that sellers should take full consideration of the physiological characteristics of local children when they work hard in overseas children's clothing market, especially in softness, breathability, comfort and safety.

First of all, the choice of work is fine.

No matter whether the small clothing is produced, it should be as meticulous and meticulous as possible, such as less fringe, stitching carefully, thread removal and other details, so as to ensure children's comfort and avoid being scratched by coarse material.

Second, choose the style as loosely as possible.

Children are active. If they are too tight, they will not only help their limbs stretch and move, but also will cause emotional fluctuations because of the tight feeling of wearing. Therefore, sellers can start from children's clothes that are easy to wear in the selection process. For example, for young children, jackets, Dresses, vests and so on are more practical, while children over the age of three can choose pullovers and sportswear.

Third, texture selection is suitable for all cotton fabrics.

Children's skin is delicate, and the use of soft cotton fabric can play a better protective role, more gentle contact with baby skin, on the other hand, cotton fabric also has good permeability, to bring comfort to the baby.