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Analysis of the development prospect of China's children's clothing market(I)

已更新:1月26日


The competition in China's children's clothing market is extremely fierce, but it does not have a particularly large impact on the movement, and the sense of crisis is coming quietly. Although China's children's clothing market is very optimistic, the demand for children's clothing market has been increasing, but it will be eliminated if you don't step up the pace, so it is necessary for children's clothing store owners and children's clothing brands to understand the development trend of the entire Chinese children's clothing industry. of.


This issue is an analysis of the development prospects of China's children's clothing market, and has a scale forecast from 2017 to 2021.


The competition in China's children's clothing market is extremely fierce, but it does not have a particularly large impact on the movement, and the sense of crisis is coming quietly. Although China's children's clothing market is very optimistic, the demand for children's clothing market has been increasing, but it will be eliminated if you don't step up the pace, so it is necessary for children's clothing store owners and children's clothing brands to understand the development trend of the entire Chinese children's clothing industry. of.


At present, my country's children's clothing market has entered a period of rapid growth, but the scale of children's clothing enterprises is generally small, and the market share and competitiveness of a single brand are limited. At the same time, changes in consumer demand have led to increasingly complex competition elements, and the pressure of market competition has accelerated the in-depth segmentation of the children's clothing market and narrowed the market space of individual brands. Under such an industry background, children's clothing companies must have innovative thinking to meet challenges and dig deep into their inner strengths.


The brand pattern is taking shape, and monopolized national children's clothing brands, strong regional brands, agency brands and retailer brands are about to emerge.


Brands form an echelon model from multiple levels such as region, grade, and style. In this regard, children's clothing companies must be precisely positioned and the direction of brand development must be clear. The first-tier market will share the world with domestically strong and competitive local big brands and foreign high-end brands, thus breaking the current pattern of foreign brands taking the lead in the first-tier market; Regional brands are the main ones; wholesale brands with excellent quality and brand image will appear in the wholesale market.


Lean enterprise operations and terminal operations. Children's clothing enterprises should focus on improving the terminal's rapid response capability and profitability. The terminal marketing model presents a three-dimensional crossover situation, which not only includes department store counters, commercial street stores, supermarket stores, multi-brand collection stores, but also "one-stop" children's commodity shopping and living halls and experience halls. At the same time, e-commerce has also become the main means of sales.


Brand integrated marketing has become a trend. The brand not only communicates its brand culture through integrated marketing methods such as animation and cartoon marketing, online marketing, fast fashion marketing, experiential marketing, and customized marketing, but also enhances the brand image by interacting with consumers on the terminal. Children's clothing enterprises must integrate their advantages and develop in a diversified manner.



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