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Interpretation Of The Market Language Behind Children'S Clothing Fever

2011/12/2 9:03:00 13

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Children's wear

It is the last piece of cake in the clothing industry, so many identities have come in. There are many famous local adult shoes and garments.

brand

Such as the seven wolves, Kangnai, Anta and so on. There are also adult single brand children's clothing brands such as Ordos children's clothing, etc., and foreign trade enterprises operate the domestic market in the way of children's wear brand, such as Alphabet of Ningbo's Bai Mu, and the international brand extension children's clothing category also gradually enter the domestic market, such as BabyDior, D&Gbaby and so on.

Although there is competition in children's clothing market, it seems to be "good scenery here".

The pattern of domestic children's clothing market is roughly that domestic and foreign brands account for half of the domestic market.

Of the 50% share owned by domestic manufacturers, only 30% of them have brands, and they are gathered in 123 kinds of urban markets respectively; 70% are in a state of no brand and widely distributed in rural areas.

market

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And foreign brands occupy 50% of the market share, almost concentrated in the front-line central city market.

The brand positioning of children's clothing enterprises in China is mostly concentrated in Zhongda children, but little children or teenage clothes are involved. Moreover, as far as price is concerned, most children's clothing brands are concentrated in middle and high grade, while luxury or high-end children's clothing is few.

And brand positioning has experienced a relatively extensive and vague process.

With the Internet industry and animation cartoons

industry

The development of network marketing and animation culture will become a new topic and new means of victory in brand management of children's clothing.

While the children's clothing is paying attention to the affordable price, the service of the brand entity terminal and the convenience of online shopping have become the new trend of children's clothing consumption.

On the one hand, experience marketing makes children's life hall emerge as the times require and is accepted by mature brands; on the other hand, Internet marketing makes shopping websites B2B, B2C and even C2C become brand new business of children's wear.

channel

Choice.

Many adult clothing brands or single product brands extend to children's clothing industry. They have mature brand operation ideas and market experience.

At the same time, many foreign trade enterprises are entering, they rely on advanced operation mode and strong design power.

These participants can make domestic children's wear brand management become more rational and mature, and at the same time, it also promotes the competition of children's clothing market in China. It can be said that this is the real arrival of children's clothing brand management era.

The relative maturity of the domestic brand market and the brand selection after 80's maturity objectively raise new requirements for the comprehensive strength of children's wear brand's original design, market segmentation and brand positioning, brand image and cultural personality, terminal operation and performance, operation competitiveness, team service marketing level and the brand concept of children's wear.