Children'S Wear Market: The Best Way To Find Healthy Competition

"In China, you should not be obsessed with statistics."

This is what a famous children's clothing enterprise president said before reporters interviewed several years ago.

Now, it reminds reporters again that it is because of the growth of children's clothing market today.

After interviewed many managers of children's clothing department, the reporter got the information that the sales of children's clothing increased at the rate of two digits per year, but the reporters did not see that the children's clothing industry increased greatly with the growth of these figures.

China's clothing industry is undergoing an adjustment period, and children's clothing industry is no exception.

Because of the increase of raw materials and the increase of personnel costs, the textile and garment industry has entered a period of adjustment this year, looking for new breakthroughs. In last year's children's clothing industry, there is a new phenomenon, that is, the attention of venture capital to children's clothing industry. Maybe in the future, the intervention of capital will bring new atmosphere to children's clothing industry.

Some new marketing modes are quietly appearing, including children's wear discount stores and some professional stores entering into the operation of brand trusteeship. This brings hope to many children's clothing brands that are not allowed to enter certain kinds of cities. As the accumulation of multi year channels of professional stores and the knowledge of brand operation, it undoubtedly brings a gospel to children's wear brands, so that brands can hardly take detours under professional guidance.

If the market competition for children's clothing is fierce in the middle and low end market in the past two years, the two years of war have already been burning to the middle and high-end market. The price of children's clothing brand has been quietly rising due to the rising cost of various links. It has become the norm. Every brand is trying to maintain its own advantages, and strive to compete for the share of consumption in the high-end market, and the tendency of homogenization of children's clothing brand has made this competition get into a stalemate. So far, no Chinese original brand has left its rivals far behind.

It is not only a little disappointing that we are among the top of the sales list, but also the ADI and Nike which have not changed much over the past two or three years.

How to break through the homogeneity and take the individualization that the consumers can accept is a difficult problem for many children's wear brands.

The traditional economic theory points out that when consumers are consuming, they are usually influenced by the simple concept of equivalence, that is, the price and the value of the product. The quality and value of the product determine the consumer's choice of consumer goods.

However, with the increasing degree of homogenization of products, this simple concept of equivalence is being challenged by reality.

When consumers have the same purchasing power, there are more than one product that accords with their traditional equivalent standard in the market. The traditional consumption concept makes consumers fall into a dilemma.

Perhaps there are many contradictions between personality and market share for children's clothing brands. But what about the style and market share?

These two should be able to coexist and enjoy common prosperity.

Therefore, the establishment of brand style has become a top priority for many children's clothing brands.

In recent years, the children's clothing enterprises in front are working hard to build their own culture and brand culture.

Therefore, when the degree of homogenization of products is getting higher and higher, enterprises can not create differences in products, prices and channels to gain competitive advantage. Brand culture also provides a solution.

And these differentiated choices are also the best way to guide children's clothing brands to healthy competition, and also to make Chinese children's clothing mature and mature.

When reporters interviewed children's industrial clusters a few years ago, Chen Dapeng, vice president and Secretary General of the China clothing association, said: "demand determines the market."

This is still the principle of the market.

In the face of China's 1 billion 300 million population and 3.13 billion people under 14 years old, our children's clothing market demand is very small. Therefore, the sales data in our shopping malls are always growing, which is gratifying and uplifting. But through these figures, whether China's children's clothing brands have achieved the development trend they want is really a question that everyone should think about.

But as long as growth is concerned, it shows that the demand is increasing and the market is not decreasing. We have the direction and motive force for our efforts. I believe that Chinese children's wear brands will find their own direction and constantly mature and grow with the constant adjustment.