From each big clothing brand has released half annals, although part of the company's overall profit is not ideal, but children's wear plate is another heaven and earth, has become the clothing enterprise camp back to warm.Analysis of the personage inside course of study thinks, because each big clothing brands have bet on a children's clothing, "the market is big, high profit, competition pattern has yet to finalize the design" is the main reason.As the coming of the baby boom for the fourth time, children's clothing market consumption demand will continue to rise.
Nowadays, is a hot phenomenon, high low-end market add children formats, brand clothing enterprise purchase children, children's brand channel sinks - all businesses are bullish on children's consumer market.
Luxury Gucci, Dior, Fendi, Aramni, Burberry, children began to develop the Chinese market.And semir, 361, ZARA, H&M, GAP and other fashion brands and the children's market as a new profit growth point.In a sense, children's channels to each business is becoming a new hot competition.
Children's clothing channel sinking
Results showed that semir in the reporting period, its profit growth of almost all by the children's clothes.
Belonging to the children's wear brand of fast fashion brand semir had became the semir "hero".Data show that in the first half of semir clothing business income is 2.725 billion yuan, up 8.51% from a year earlier, the net profit of 284 million yuan, up 14.4% from a year earlier.Among them, the children's clothing performance is so attractive.
Results showed that semir in the reporting period, its profit growth of almost all by the children's clothes.Children's revenue rose 23.2% to 895 million yuan, accounting for the proportion of total revenue from 28% in 2011 to 5% to 5%;Gross margin year-on-year increase of 1.64% to 41.09%.Over the same period, casual wear is still weak, is in the process of to inventory, revenue slightly increased by 2.56% to 1.803 billion yuan, a significant decline in gross margin of 4.63% to 32.67%.
In this case, in order to further improve the performance, semir has begun its channel sinking strategy of children's products.
The personage inside course of study analysis, semir own judgment, yapping brand in children's clothing industry brand awareness, market scale and business performance, etc., have been ahead of the competition.In the children's clothing industry is still in the background of rapid growth, bala bala will continue to keep high speed growth.
"We now have begun developing four wire channel."Sen Ma Nafang, head of the investment in the region to the China business news "reporter said," in zhejiang province, have begun to have a town set up a yapping stores."Semir founded in zhejiang, the national market, its degree of recognition in zhejiang children's wear ring is higher.
"In hangzhou, wenzhou and ningbo has already begun to attempt was doing township market sales."These people said, "there is no jiamingfei, premiums, mainly storefront fitment and the cost of the purchase."For this attempt, the merchants controller tells a reporter, "try county town market, franchisees input costs in the hundreds of thousands of yuan, often fluctuates in 600000 yuan."
Of course, also is not the only threshold of $600000.We have learned, semir company to barak barak franchisees, site area of more than 80 square meters, in the township market, would be able to do children's clothing business developers tend to choose a good location and size of the stores.In addition, bala bala needs franchisees before ordering, spring and autumn order products all the year round.Company related data show that the products need to order in advance, and with fifty percent of the purchase price."
In fact, fifty percent stock this threshold, relative to the into the price of the brand, has relatively high.The reporter understands, usually of brand dealers purchase price of thirty percent, also a lot of luxury brands in the domestic dealers replenish onr's stock price by thirty percent.That is to say, fifty percent pleased to determine the yapping franchisees sales speed, and the discount level and inventory scale.
Reporter in Beijing some yapping stores in the mall to see, usually underground part of the franchise store location in the large shopping malls, does not show advantage on discount.So, in order to further improve the business performance, channel sinks and expansion to become one of the main efforts in the direction of the future.Is the same, 361 children accounted for 10.4% of the group's turnover, than the accounted for 7.5% of full year 2012 has improved significantly.361 children's clothing store is in a big expansion, children's clothing stores has reached 1678, a net increase of 88 in 2012 by the end of 1590.
In addition, children's clothing store anta also entered the fast development, in 2009 only 228 children's sporting goods store, 2013 NianZhongBao this data has amounted to 811.And step according to the plan, to in the 234 cities by 2014 about 300 retail locations, than the company about 150 retail locations in the first half of the final growth nearly doubled.
Sell is the children's clothing LTD
In recent years, all the Chinese children's clothing consumption present a double-digit growth, children's clothing became a new growth point of the development of the clothing industry.
The reporter learns from people familiar with the place, wanda shopping mall has just finished a new season of competitions.And the biggest highlights of the competitions is wanda will expand the size of the child formats and forms from children outsourcing form gradually transition to the status of the children's proprietary materials.
Brand marketing expert Marine told reporters: "wanda's plan is the main store formats, built several children won't do your own brand, but this year will expand on the investment scale and strength."
In recent years, all the Chinese children's clothing consumption present a double-digit growth, children's clothing became a new growth point of the development of the clothing industry.
The 2010-2015 Chinese children's clothing market competition analysis and investment outlook report shows that China will be in the third baby boom (the first in the 1950 s, the second in the early 1980 s), to the birth number will peak in 2010.After a few years increased rates of neonatal average birth rate remained at about 15%, increased 2 ~ 3 Wan Xinsheng children each year, to 2010 newborn babies born on the basis of the number will be born in recent years the average doubled.Children's clothing market competition has become the garment industry focus and a new blue ocean, has become an indisputable fact.
According to the zhongshang intelligence research data show that by the end of 2009, China in 246 million, the number of children aged 0 to 14 2009 China children's wear market size of 68 billion yuan.By 2015 Chinese children's clothing B2B market size can reach 140 billion yuan, from 2010 to 2015 Chinese children's clothing market scale will continue to keep the average annual compound growth rate of 12.6% growth.
In dalian wanda group co., LTD., chairman wang jianlin on China's rich list first, wanda square pattern again the attention of the industry.Wanda twice this year to make adjustments, one is to cancel the inside of the square clothing forms, reduce competition and myriad department;Another adjustment is to increase children's forms, because the children's clothing has already formed the consumption climate and related fields.
"Wanda library has set up a brand, for each new store development, need to have more than 85% of the brand from the library. The pattern of wanda merchants, brands to enter the wanda, need to enter the first wanda brand in the library, to have the opportunity to enter the wanda commercial circle."Marine told reporters, in a sense, in wanda children forms growth at the same time, how to use wanda "bus" has become a lot of children brands thinking of problem.
Network channels to supplement
Relative to barak barak only fifty percent discount price, network channels of children's clothing products are cheaper, some brands even abandoned the offline channel, focus on expanding network channels.
With traditional clothing sales the difference is that only fifty percent of the sale price relative to barak barak, network channels of children's clothing products are cheaper, some brands even abandoned the offline channels, to develop the network channels.Semir has reportedly plans to acquire the network children's wear brand green box, this also is offline children's wear brand to break a path of online sales channel.
Network is the first development of children's wear brand green box stores, China merchants join channel model development, but the founders ms wu felt the pressure from the start.
Although sell is the same price and offline dealers, but in the order meeting in April 2009, dealers and she stopped challenge requires an e-commerce business, and in order to coerce.At this point, ms wu miss DE mode under the management of offline every year more than 70 franchisees to create with the turnover of more than 1000 1000 yuan, while online sales only hundreds of thousands of yuan.
However, after much thought, ms wu finally decided to "cut off" the national more than 100 children's clothing store, at the cost of the resulting the inventory backlog of more than 10 million yuan.Ms wu said, the most difficult time in the company, its account only 200000 yuan.
"We do brand do very tired."Ms wu told reporters, "unlike the well-known network mall, can put the most energy part of outsourcing, such as someone to outsource logistics."In the green box the whole operation process, ms wu will advance organization to have exclusive design team, the designer part from abroad, then also find domestic suppliers are responsible for the middle of the production process, while his grasp the ends of the smile curve upward, design and sales.At present, the green box in children's clothing sales network, to reach tens of millions of dollars a year.
Had earlier rumours, semir plans to acquire the green box, but was quickly denied the green box.Ms wu admitted that some offline brand did find in the green box, in order to learn the green box sales model.
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