In recent years, Zhili children's wear industry has experienced 10.
After the Second Revolution, the children's wear brand market has experienced many historical development stages, such as street stalls, greenhouse market, professional wholesale market, distribution center, modern commercial procurement city and so on. The market covers an area of 7900 from the beginning.
Square meters shopping mall, after two big expansions, has now grown into the largest children's wear market in China; Planned investment 18
100 million yuan, planning land 600.
China Zhili International Children's City Project was also completed in 2008 10.
Officially signed in June; Children's wear professional streets and processing zones are dotted. The market operates nearly 800 stores in six categories.
The consumer range of this product is from 1 to 16.
It has a long history and complete models and specifications. Zhili children's wear has spread to 28 provinces and cities in China 1 17.
Large and medium-sized cities and Russia, Saudi Arabia, Kuwait, Egypt, India, South Korea, Spain, France and other countries and regions. The annual turnover and turnover of children's wear city reached 2.
1 100 million pieces (sets) and 39
With a total investment of 1 100 million yuan, Cotton City has also become an important distribution center for grey cotton fabrics and clothing fabrics in China, with annual turnover of 65.438+0.2 billion meters and 7.63 billion yuan respectively.
There are 6000 children's wear manufacturers in Zhili Town.
A number of supporting industries are complete, and the prices of children's wear produced are generally lower than those in other markets 1.
Zuo Kai, you. Children's wear products are complete (various materials, knitting, weaving, mixed weaving, etc.). ), and the sales length and width are relatively wide, but the brand awareness is not high, there are not many well-known brands, and a large part of them rely on OEM.
. Huzhou children's clothing is only 30.
% owns the brand,
70 %
Children's wear is in a state of no brand competition. Although the national market share of Zhili children's wear is 2 1%
But there are not many brands with scale and popularity like open sesame, Sailuofei, Shi Xia, Qinbeibei and Snail. Because the brand awareness is not high, the products can only be sold in the wholesale market, and it is difficult to enter large and medium-sized shopping malls. Many enterprises design the same style of children's clothes for children of different ages, and even reduce the proportion of adult clothes, with low technical content. Many children's wear manufacturers are used to copying styles, not to mention the innovation of design thinking, falling into the misunderstanding that children's wear has no technology, theory and fashion, and there is no children's wear designer to study, predict and publish the fashion trend of children's wear at home and abroad. However, marketing is still in the wholesale stage, and backward marketing methods hinder the provision of all-round services to customers. The children's wear brand market contains huge development space. Faced with the gap between domestic and foreign counterparts and fierce market competition, Huzhou children's wear industry should be brave enough to strive for first-class, build brands and make the children's wear industry move from the largest to the strongest.
The first is to promote technological innovation. Market-oriented, focusing on variety, quality and efficiency, we will speed up the technological transformation of existing enterprises, improve product development and technological innovation capabilities, and form a number of enterprise groups that have reached or approached the world advanced level in technology, production equipment and labor productivity. It is necessary to carry out R&D activities funded by the government and undertaken by enterprises. D
Effective Mechanism of R&D Investment Risk Stimulating Industrial R&D: D
Investment and innovation. The government should increase R&; D
The investment and funding of institutions can help enterprises reduce the cost of technology research and development and improve their competitiveness.
The second is to strive for well-known children's wear brands. With the improvement of consumers' brand loyalty to children's wear, the market share of middle and low-grade children's wear has declined relatively in recent years, while the market share of branded children's wear has steadily increased. Enterprises with brands can not only occupy more market share and profits, but also occupy a dominant position in the market for a long time. Enterprise 80
% of the profits come from 20%
Repeated purchases by% customers and the cultivation of brand loyal consumer groups are the key to enterprise operation. Moreover, brand reputation plays a great role. Once consumers feel that the brand is good, it will be passed on from mouth to mouth, especially among people of the same class. This kind of word-of-mouth plays a great role in building a potential customer base for products. Zhili children's wear can only become a big winner in the market by creating distinctive brand children's wear and enhancing the competitive advantage of the brand.
The third is to pay attention to leisure trends. Children's wear has a short cycle and its life span is often one or two quarters. Parents who have the right to buy pay more attention to the popularity and comfort of children's wear when buying. At the same time, children's wear is also developing towards leisure. More and more children's wear enterprises produce sports denim casual wear, which is simple and natural, soft in texture, comfortable to wear and fresh in color, and adopts pure cotton fabric, which conforms to the physiological characteristics of children's active nature and easy to sweat. Fourth, pay attention to marketing strategy.