Lining Began To "Rob" The Big Cake Of Children'S Clothing.

According to the world clothing and shoe net, in recent years, with the liberalization of the second child policy in China, the number of children aged 0-14 will continue to grow at a high speed. The increasing number of infants is also given. Children's wear The market brings more imagination. According to the relevant data, the scale of children's clothing market in China has reached 150 billion in 2016. And it is predicted that by 2020, the size of children's clothing market in China will exceed 280 billion yuan.

With the expansion of potential consumption scale, the vitality of children's clothing market has also been thoroughly aroused. In order to cater for the trend of consumption upgrading, more and more brands begin to enter the children's consumption market. This effect continues to ferment, showing a trend of explosive growth in 2017. Therefore, in 2017, it was also known as the "first year of the children's wear market".

　　 Lining Began to "rob" children's clothing this big cake.

Make underwear Urban beauty To enter the children's clothing market, to do sports and build up 360 children's clothing is the best selling. Now Lining also wants to divide the children's clothing into a big cake.

At the spring fair 2018, Li Ning Co announced that it will launch its own children's wear brand Lining YOUNG in January 1, 2018. It is estimated that the number of shops will be around 500 next year, and more than 60% will be distributed in two or three line cities.

In recent three years, Lining's income growth momentum is obvious, driving three digit income growth for the second consecutive year. Revenue rose by 13% to 8 billion 15 million yuan in 2016. Sales of major categories, including running, basketball and training, all recorded significant sales growth. Meanwhile, Lining also accelerated the layout of children's clothing market representing future consumption. 2016 in the second half of the year, the Li Ning Co decided to set up a children's clothing department separately, embarked on a re layout of children's clothing business, and created a new brand, Lining YOUNG, with two product lines for children aged 3-6 and 7-14.

In the past, Li Ning Co's children's wear section only had a LI-NING KIDS brand and acted on the third party agency mode. The agency contract will expire at the end of this year. Next year, the company will push "Lining YOUNG", and LI-NING KIDS may be removed from the Li Ning Co brand list.

Lining put forward the concept of "natural love movement". The purpose of the brand is to explore the real potential of children through appropriate letting go and exploring the unlimited possibilities of children's growth. The new Lining YOUNG highlights the concept of "sports heritage, Chinese pride, comfort and safety, fashion and colorful", and pays more attention to meeting the functional needs of target consumer groups. In terms of products, Lining YOUNG product categories mainly include running training, basketball football, sports life three categories, attached to the promotion of the company's main brand, including WADE series, which is basically consistent with the core group of Lining group. Whether in product design or storefront design, Lining YOUNG combines professional sports with childlike fashion to give people vivid, bright and lively images.

It is not too late for Lining to launch the children's wear plan. With the first generation of only child in China gradually becoming a parent, the new concept of childcare and consumption has quietly occurred. Young parents will pay more attention to every aspect of children's growth, and no longer emphasize academic achievement simply. They want their children to have a healthy and happy childhood. Under the upsurge of advocating sports and fitness, children's physical health is particularly concerned, and the cost on this is obviously increasing. With the opening of the second child, China's children's wear market is ushering in a high-speed outbreak. After all, children's clothing has a higher frequency of updating than men's, women's wear and other clothing products, and has rigid demand in family consumption.

280 billion children's wear market is competitive.

China's children's wear started late, the market concentration is low, and the level of R & D and production of various enterprises is uneven, which further restricts the development of children's wear industry. The market share of the top ten enterprises in China's children's clothing increased from 5% in 2008 to 12.5% in 2016, but there is still a big gap compared with 40.4% in the United States.

Independent children's clothing categories, such as Barbara, ANN, and pig and other domestic brands, entered the children's clothing market earlier. Among them, Barbara was founded in 2002 by Semir, and has been working on the children's wear market for 15 years. Many brands, such as brand awareness, market share and channel size, are far ahead of other brands. From 2012 to 2016, children's clothing business income accounted for 29.94%, 34.75%, 38.87%, 41.81% and 46.88% respectively. Because of this, Barbara is also known as "the first brand of Chinese children's clothing".

The lower gross margin will also be the main reason for Barbara's "retreat to the second tier" because of its lack of stamina. It is reported that Barbara's gross profit margin from 2014 to 2016 was 42.01%, 41.09% and 42.87% respectively. 53.79%, 51.51% and 52.08% below the industry average.

And as a successful domestic brand of children in the Shenzhen Stock Exchange, he made a real fire in the clothing industry. Since 1996, he has focused on children's clothing business. As of the end of 2016, he has set up 1458 offline stores throughout the country. At the same time, online sales channels have been established on many well-known domestic e-commerce platforms such as Taobao, Tmall, vip.com and Jingdong. In 2016, he took the development strategy of online and offline integration. In the "double 11" activities of Tmall mall, "the company's flagship store" ranked fifth in the sales ranking of children's clothing and family stores.

Under the company's brand "Annil angel", the main selling mode still relies on direct sales and franchised stores. The department store is the mainstream channel for its sales, and its correlation with department stores has been over 75%. If he has to shut down or adjust his business, he will only be able to choose a passive outlet. If he can't find a new store in time, his sales will be directly affected, and the online sales channel has not become the main source of revenue.

However, from 2012 to 2017, he was reported to have been repeatedly blacklisted. In the long run, if he does not pay enough attention to the consumer psychology that consumers are most concerned about, material safety and comfort, then even if the successful listing has raised a large amount of funds, the business will expand smoothly, and the quality of products will not be hard, but even if the pass is not enough, the rational consumers will not pay the bill.

Correspondingly, the domestic sports brand has entered the field of children's wear. In many sports brands, it was founded in 2008. Anta children is the earliest sports brand to enter the children's field. Since its establishment 9 years ago, Anta children have grown at a high rate of compound growth. Its products cover 1-14 year olds, and currently have more than 2000 stores and millions of members in the country. In the first half of 2016, the income of Anta children's clothing increased by more than 30% over the same period last year, accounting for about 10% of the total income. In the first quarter of 2017, retail sales of Anta brand products still showed a low double-digit increase compared to the same period, of which Anta children increased by more than 30%.

In addition, in 2010, 31st degree decided to set up an independent children's clothing business department, facing the market of children aged 5 to 12 years old. In 2011, XTEP Group officially launched the "XTEP children's wear" brand, and set up a professional operation company in 2012. Not only that, Nike and Adidas also set up children's independent stores in recent years, or set up professional children's areas in comprehensive stores.

At the same time, the adult clothing extension brand, such as Taiping bird, Jiangnan Buyi, etc., such as ZARA, H&M, UNIQLO, GAP and so on, will not miss the opportunity to grab a piece of cake in the attractive children's clothing market, and has launched its own children's wear line in China. Their children's clothing is usually similar to their adult wear design style. They use the original brand advantage and channel resources to promote children's clothing products, such as increasing children's clothing area or shelf in the existing retail terminal channels, forming a comprehensive store mode. However, due to the failure to create a special brand of children's clothing, the recognition of its brand image in children's clothing is not high enough.

Unlike brands such as Barbara and Zara, sports brands are individually packaged and operated on the basis of their original brands. They are neither completely independent nor absolutely subordinate. Not only can we better use the brand bonus of the parent brand, but also establish the consumer's cognition, we can kill two birds with one stone.

How much chance did Semir have before the latecomers to subvert the pattern?

In the vast market for children's clothing, the number of children determines the market's consumption capacity, and the brand awareness of parents determines the frequency of consumption. 280 billion of the children's wear market, although the size of the body is large, but with the strong presence of some foreign brands and the rise of more and more children's clothing brands in China, the competition for children's wear brand market will become more intense. It will also usher in a new round of adjustment. Children's clothing market will gradually separate from the whole clothing market.

Now parents are basically, after 80 or even 90, their exercise habits are better, and more attention to fashion, these will directly affect the next generation. It is estimated that the size of children's clothing market is expected to reach 194 billion 100 million yuan by 2018, and this figure is only about 116 billion 400 million yuan in 2013. In the 2010-2016 years, the scale of children's wear market in China maintained a compound annual growth rate of 9.5%, which is the most stable sub industry in the apparel industry.

Although the bonus of children's wear market is expanding, the pressure of similar manufacturers to target the same cake can not be ignored. At the same time, driven by the upgrading of consumption, consumers are increasingly turning from price orientation to value orientation. At this time, the value of brand power is highlighted, and the spanition from simple commodity price to brand premium has become more and more important. How to create a distinctive brand image and establish consumer cognition or even recognition has become the next growth point for many brands to focus on.

According to Sina's white paper issued by mother and baby, Chinese mothers are mostly in the early 85 and early 90 years. They are generally well educated and have higher requirements for quality of life. They have put the quality of children's products in the first place rather than the price. The younger the family, the more democratic the spending decision, the greater the proportion of baby spending. They are willing to pay higher prices for children's garments of high quality and comfort.

In addition, we can easily find that such brands usually extend the traditional clothing sales ideas to the operation mode of children's wear industry, and their retail terminals are usually concentrated in specific areas of shopping malls or business circles, and are relatively conservative in general. In the face of the new retail era, children's clothing brands have also strengthened the mode of combining online and offline in the face of the new Chinese parents.

Secondly, compared with women's wear and other adult wear, children's fashion is relatively weak. Whether we can accurately grasp the trend of consumer preferences and provide timely seasonal products to consumers is the key to increasing the market share of children's wear brands. If children's clothing brand is not enough to target consumers, the trend of children's clothing and consumer demand are not well grasped, and the marketable products can not be developed in time, resulting in unsalable sales of new products and poor sales in peak season, which will have adverse effects on product sales and inventory.

At present, children's clothing in the domestic market has been shared by several brands and has not yet formed a phenomenon of a single brand, so every brand has the opportunity to occupy the champion. At this point, Lining entered the children's clothing market again, and launched the brand new brand of children's clothing Lining YOUNG, just in time to catch up with the new outbreak growth point of children's clothing market. How to accurately grasp the development trend of children's wear market and cater for the needs of the new generation of consumers will be the key to Lining YOUNG's children's sports wear market while making use of Lining's overall brand value and resources.

In addition to the children's wear market, Lining bought the professional dance brand Danskin at the end of last year and looked at the women's sports market. Once a brother in China's sports industry wants to catch up with Anta, who has been earning tens of billions of revenue every year, it needs to work harder.

In short, products are the foundation of brand. However, there is still a certain gap between China's children's clothing industry and the international advanced level in terms of fabric research and development, functional design and style design. In order to truly open the market, it has strong competitiveness. On the basis of good products, it is also very important in brand operation and user interaction.

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