Min Pai Clothing "Beach" Children'S Wear Market

With the shrinking of adult clothing profits,

At present, Adidas, Nike, Anta, Lining, 331 degrees, seven wolves, Giordano and so on have all entered the children's wear market.

Children's shoes and clothing market is considered to be the last piece of cake in China's clothing market. What will happen to the competition pattern in the face of the strong attack of adult shoes and clothing brands? How can the local children's shoes and clothing brands break through under such an offensive?

The "gold mine" for children's wear has just been excavated.

Moderator: survey data show that the top three children in the domestic children's clothing market in 2011 are

Chen Zhongshi: on the one hand, at present, in the domestic market, the competition of adult shoes and clothing market has reached the white hot. Relatively speaking, the children's clothing market with vast market potential and huge potential has become a blue ocean, attracting the entry of adult brands. On the other hand, at present, there are no national brands or leading brands such as men's wear, women's wear, sportswear and sportswear in the domestic children's clothing market. Only 30% of the market share of domestic manufacturers occupy brand names, and 70% of them have no brand status, which also provides space for the entry of adult brands.

Ding Canyang: with a simple analogy to describe the current phenomenon, adult shoes and clothing market and children's shoes and clothing market is like two different mines. Adult shoes and clothes were first discovered by enterprises, so everyone climbed up together and began to divide the "gold mine". Now the "gold mine" has been separated. Adult shoes and clothing enterprises turn around and find that the "gold mine" in the mining market of children's shoes and clothing market has not been separated, so the U-turn goes downhill and collectively runs to the mine of children's shoes and clothing market.

In another way of thinking, the entry of adult brands is just a point of view that the potential of children's shoes market is very large. The local children's brand is not to exclaim "wolf," but to speed up the climb.

After all, whoever wins the summit first will win the gold medal.

Is "confrontation" coming?

Moderator: with strong brand influence, financial strength and channel development ability, when adult brands enter the children's market, what are the implications for the original local children's shoes and clothing brands? Will they face "confrontation"?

Chen Zhongshi: at present, the impact is not obvious. The market competition has not yet entered the front.

Ding Canyang: at present, the children's wear market is still in the era of "cake cutting" instead of "cake grabbing". At present, children's clothing market still has enough space to accommodate the entry of new brands, and more people are looking for new market gaps, creating new brands, which has not directly affected the original brand of children's wear.

In addition, the new brand entry can, to a certain extent, play an incentive role for the original brand, and help to enlarge the children's wear market.

Chen Shuqing: Although the brand of local children's shoes and clothing has not yet felt the impact from the adult brand, however, after all, everyone is competing in a big market.

With strong capital and brand influence, adult brands will seize the opportunity to compete for high-quality resources after entering the rapid expansion period. For example, high-quality advertising, competition resources, superior agents and channel resources will inevitably focus on some powerful big brands.

In fact, such an example has occurred.

The Youth Olympic Games to be held in Nanjing in 2014 will be a top event resource for children's brands in China. Many children's brands in Quanzhou were originally intended to sponsor. However, the latest news shows that all the resources of the competition have been monopolized by 361 degrees. That is to say, other brands, whether they are children's wear or adult wear, have no chance to sponsor.