Experts Interpret Domestic Independent Children'S Wear Brands Face Three Challenges And Pressures

There are three challenges and pressures for enterprises to cultivate independent children's wear brands.

With the implementation of the "two child" policy and the domestic adult

The pace of development is slowing down. The clothing brands begin to focus on children's clothing market, take children's clothing as a new profit growth point, and make a big move to the children's wear market.

It is understood that many well-known domestic clothing enterprises have infiltrated into this field, and have accelerated the introduction of this brand of children's clothing products.

Nevertheless, compared with international brands, children's clothing products in China are still lagging behind in terms of style design and marketing concept.

Industry experts pointed out that "only seize market opportunities, vigorously cultivate autonomy.

Only in this way can we achieve sustainable development of children's clothing enterprises in China.

According to statistics, our country owns

More than 10000, and formed a number of core industrial clusters in Guangdong, Dongguan, Zhejiang, Huzhou, Fujian Quanzhou, Henan Anyang, Sichuan Chengdu, and so on.

In 2013, the output of children's clothing in China was about 5 billion, of which 2 billion were domestic sales, 3 billion were exported, and sales amounted to 130 billion yuan.

In addition, the latest survey report shows that the number of children aged 0-14 years is almost 300 million in China. The huge population size first brings huge demand to the children's children's clothing market.

Some experts say that children's clothing market is becoming the last blue ocean of the apparel industry.

Zhang Li, vice president of the China Textile Industry Federation, said: "although these figures look gratifying, there are still many weaknesses in the construction of children's clothing brands in China, especially the lack of strong brands comparable to international brands."

It is understood that China's children's clothing industry is facing the following three challenges and pressures.

First: from the market point of view, at present

The competition is fierce. Many famous international brands including Adidas, Nike, Burberry, Gucci and Dior have speeded up the market of Chinese children's wear.

Based on this, most domestic children's wear brands can not compete with international brands due to their lack of popularity. Many domestic children's wear brands can only be sold in two or three line cities.

Second: from the perspective of business environment, at home,

Facing the dilemma of getting into stores and getting into stores, some stores even ask for an English name to register an English name in order to improve their grades, so as to attract consumers' attention, which has a serious negative impact on the building and construction of brand culture.

Third: from the perspective of enterprises themselves, children's clothing enterprises in China generally lack brand awareness and unreasonable product structure.

It owns more than ten thousand children's clothing enterprises in China.

There are about 200 enterprises, less than 2% of the total number of enterprises, and about 60% of the enterprises are on behalf of processing.

"Brand cultivation is a systematic project which requires the joint efforts of the government, industry associations and related enterprises."

Zhang Li said that the government should establish a systematic brand management system to create a good institutional environment for the brand building of enterprises.

At the same time, enterprises should strengthen brand awareness, formulate brand development strategy and long-term plan, enhance brand building ability, and implement relevant protection measures in brand design, trademark registration and other aspects.