Children's wear brand "Nuggets" 2012

In 2012, children's wear more than ever can arouse the concern and excitement of the company. A round of children's wear "Nuggets fever" will be lifted in full swing.

Right now, various capitals are marching into the children's wear industry, and some local well-known shoes and clothing brands, such as Septwolves, Three Points Water (Konai), Anta, three six six, etc.; some international big names, such as NIKE, ADIDAS, BabyDior, D&Gbaby, ARMANI Junior And so have extended their tentacles to children's clothing. Some local adult clothing single product brands, such as Erdos children's clothing; some foreign trade clothing companies, such as Ningbo Baimu, and clothing B2C online shopping company Vanchem Eslite and McCaw Lin, will also be children's clothing as one of its current main business. Haier, an appliance giant, even took the animated cartoon of “Haier Brothers” into the children’s wear market and decided to make the “Haier Brothers” the first brand of Chinese children's products......

The industry generally believes that the 2012 children's wear brand will carry too many hopes and expectations. The famous marketing expert Jiang Shiqiong boldly predicted that “children's clothing is the last piece of cake in the apparel industry”. Please listen to his unique analysis below.

Reasons for Nuggets children's wear I think that in the domestic clothing market in 2012, although there is competition in the children's wear market, it seems that “the scenery is good here”, at least in theory.

To date, the domestic children's wear market has not yet formed a nationwide brand or leader brand such as men's wear, women's wear, casual wear and sportswear. At present, the pattern of the domestic children's wear market is roughly the same as that of domestic and foreign brands, and only about 30% of the 50% market share owned by domestic manufacturers owns brands, and most of them are in the first, second, and third class cities. 70% are unbranded and distributed in the vast rural market. In the 50% market share occupied by foreign brands, almost all are concentrated in the first-line center cities. Although there are also children's clothing brands that perform well in the Class I or Class III markets in the country, as well as the regional children's wear brands that lead the various blocks, the concentration of children's wear brands is still low. This is 2012. The reshuffling of children's wear brands in the domestic market provided an opportunity, but also made it possible to create a leader brand.

In 2012, the competition for “children's wear” was more decisive and market-influential than ever before. In this round of “child wear”, children’s wear in Zhejiang, Fujian, and Guangdong will play a leading role in the domestic market’s local brands. At the same time, Shanghai and Beijing will also become important bridgeheads for foreign brands to enter the domestic market.

The adult clothing brand or single product brand extends to the children's wear industry with mature brand operation ideas and market experience. At the same time, the entry of foreign trade companies also has advanced foreign operating models and strong design forces. These participants can make the domestic children's wear brand management become more rational and mature. At the same time, they will also promote the further upgrade of the domestic children's wear market competition. It can be said that this is the real advent of the domestic children's wear brand management era. Ebb Tide's market rules will also reveal its cruel side. The survival of the fittest will spread from small and medium-sized enterprises to larger companies or brands. Many companies that have transformed themselves from wholesale markets to urban brands will bear the brunt of it. Qualified companies who do not pay attention to operating specifications or brands will not be spared.

In addition, due to the continuous maturation of the domestic market and consumers, the children's clothing R & D and design put forward newer requirements: simple, practical, childlike, comfortable and environmentally friendly. The design mode of buying or copying will be eliminated. At the same time, with the relative maturity of the domestic brand market and the "80s" choice of mature brands, the original design, market segmentation, brand positioning, brand image, terminal operation, marketing level, and product strength of the children's wear brand are objectively achieved. Brand strength/operational power and other comprehensive strengths and brand concept have put forward updated requirements. However, children's clothing brands or children's wear enterprises can only stand out in the market and consumers' minds if they make achievements in these areas.

The brand positioning of domestic children's wear enterprises has undergone a relatively extensive and ambiguous process. Currently, they are still mostly concentrated in the middle school children, but they are rarely involved in infants and young children or juvenile costumes. In terms of prices, most of them are still concentrated. In the high-grade. With the increasingly fierce competition in the mid-to-premium children's wear market and the rising level of people’s consumption, the segmentation of the children’s wear market will further expand in 2012. Not only will there be a large number of companies entering the baby or juvenile apparel market, but also a popular children’s wear brand. High-end or even luxury children's clothing brands will also come into being. This is not only a good opportunity for foreign brands to enter, but also an opportunity for new brands of domestic children's clothing to enter and make a difference.

In 2012, while spending on children's wear was price-conscious, the service experience of branded entity terminals and the convenience of online shopping became the new trend of children's wear. On the one hand, experience marketing has led to the emergence of children's living museums and accepted by mature brands; on the other hand, online marketing has made shopping websites B2B, B2C, or even C2C a new channel choice for children's clothing brand management.

The password to open 2012 is theoretically or from the market feasibility, children's wear is undoubtedly a new growth point in the apparel industry and the clothing market, but for the new entrants, the children's wear market is as glamorous as it looks. ? What are the risks and challenges faced by children's wear brands in 2012? How to open the 2012 children's wear market password?

I think first is familiar with the rules of the game. It is necessary to consider whether there are corresponding resources, such as R&D resources for children's wear, market resources, human resources, and financial strength.

The second is to study the target market and consumers. Maybe the company has done clothing and branding, but has it made another market research about children's wear, children's wear, children's wear, and children's wear? Regardless of how successful the business has been, the children's wear brand management has its own particularities, and the children's consumption has its complexity. It is not clear that once the inertial thinking is likely to hurt the company's children's wear brand new projects.

The third is to break through habitual thinking. This round of children's clothing entrants, most have their former glory, their normal thinking is to consolidate the original business or the original industry, based on this development of new business areas, that is, children's clothing brand projects.

The fourth is to focus on learning. The reason why the new project is new is that it is completely strange or partially unfamiliar to the enterprise. If there is not enough market knowledge to accumulate and investigate, there is a lack of basic knowledge of the brand, and there is no standard for judgement and choice given by relevant knowledge. When faced with professional opinions, the company’s decision will naturally go away. At the same time, if policymakers do not possess relevant knowledge and do not respect objective laws such as the market and industry, they must use personal preferences.

The fifth is to build matching resources. Children's clothing new projects are far from being as simple as a professional professional manager or project leader. They also include new mechanisms and new team matching, market research, professional knowledge, effective information channels, and communication channels. Matching decision criteria and decision-making levels.

Sixth, decision-making should be specialized. The specialization of decision-making is the guarantee for powerful, orderly and effective development of new projects. For managers, especially decision makers, "professionalism" is more of a concept and an idea, a sentiment and vision, a spirit and attitude, a way of thinking and a process flow. It is a decision-making level.

Seventh, the operational process is clear and efficient. Brand management is a systematic project, with antecedents, processes and consequences, as well as sequels, so business operations must have certain processes. Its purpose is simplicity, clarity and efficiency. Too casual, not too dogmatic.

Eighth is the guarantee of confidence. Children's wear branding cannot be achieved overnight, and there may be various problems or crises in the operation process. However, whether these enterprises can afford it or not, enterprises must provide sufficient confidence for the operation team, franchise customers, suppliers, and target consumers. Protection.

Nine is the "business department" non-business department. In recent years, the term “business department” has frequently appeared in the apparel industry. Then, regarding the children's wear industry, is the "Children's Wear Division" really the name?