Deep analysis of the weakness of China's children's wear brand

Today, after 80, it has gradually become the main force of parents. Different from their fathers, the 80s attach more importance to style, quality and uniqueness, the pursuit of the brand, and more importantly - pay more attention to children's clothing brand. In particular, many parents of “single generation” children of the “single generation” of their parents have children in their treasures. They are afraid to smash in their hands, are afraid of their mouths, and are extremely emotional. Parents are also willing to implement it. Dress up children's colorful childhood "creative dreams". But such a huge demand for children's clothing brand market, why domestic children's wear brand is few, and foreign brands invincible? After some hard work, we found the crux of the domestic children's wear industry.

1. The malnutrition of domestic children's wear brands Due to the low barriers to children's clothing production, and the limited height, weight, and weight of children growing up, it is difficult to form large-scale, standardized production quantities, resulting in a general lack of children's clothing enterprises. OEM, no-name, and unlicensed factories are mixed. As children's clothes are “small dishes,” graduates of major colleges and universities rarely choose children’s clothing companies to take up employment, resulting in a serious lack of design staff for children’s clothing brand industry, imitative follow-up serious, product personality and product culture is rarely mentioned by companies, adapted to monopoly The structure of the one-stop product portfolio is scarce.

Foreign children's wear brands compare with domestic children's wear brands, we can easily find clues: foreign children's wear brand fashionable and unique, strong sense of the trend, children's clothing, fine workmanship, from head to toe, to meet one-stop shopping, more varieties. Domestic children's wear brands: less self-innovation, imitative follow-up serious, relying on the rapid imitation of the industry chain, workmanship; low cost, low price; species is relatively single, difficult to system.

2. Children's wear enterprises lack the awareness of brand promotion and have to admit that China's children's wear industry started later than foreign brands, so the objective difference is obvious, especially in the promotion of children's wear brands. Good brand awareness and perfect promotion methods are important factors in the promotion and packaging of children's wear in foreign brands. The children's wear brands in the country are weak and most of them are silently engaged in “small brands”.

3, the operation of the children's clothing market, broken "first-tier cities to sell children's wear brand, second and third tier cities to sell children's wear products" is an important feature of children's clothing brand market. The development of children's clothing brands in the second and third tier cities needs big brands to guide and nurture. The "fault characteristics" in the first-tier cities where children's clothing brands are difficult to appear and second-and third-tier cities cannot be considered to be the dilemma faced by domestic children's wear brands. It is an important issue for domestic enterprises to create children's wear brands with great reputation, excellent products and high added value. Heavy responsibility on the shoulders.

Children's wear enterprises need to learn from the strong brand enterprises of adult outfits and strengthen the construction of design, planning, and market functional departments. At the same time, it is necessary to increase the introduction and cultivation of buyers, design, information, and other professional talents. The promotion concept and product culture of children's wear brands will be proposed. Really and steadily forward.