How much space does Smith Barney have in the children's wear market?

How much space does Smith Barney have in the children's wear market?

After frenzied influx into the O2O field, Smith Barney will focus its performance growth this year on children's wear. Smith Barney will open up its children's wear brand ME&CITY kids and Moomoo's omni-channel sales model to promote the development of the children's wear business. However, the children's wear market is not an easily obtainable cake. Not only does Smith Barney have to compete with Summa who has taken the first step, but also needs to compete with fast fashion and a large number of foreign children's wear brands. Will Smith Baron lose more opportunities in the children's wear business on the starting line? ?

According to the data from the National Bureau of Statistics, the retail sales of clothing products of enterprises above designated size increased by 11.5% year-on-year, which was 13.6 and 6.2 percentage points lower than 2011 and 2012 respectively, showing a three-year slowing trend. It is the lowest since 2003. Despite the overall industry's gloomy tone, the children's wear market has shown good results.

At present, the children's wear segment market is in the growth stage. With the “80s” and “90s” entering the peak of marriage and childbirth, the fourth baby boom has ushered in 2012, providing new increments for the development of children’s clothing business. market. According to the "2012-2015 Children's Wear Industry Report" issued by the National Bureau of Statistics, the annual growth rate of the children's clothing industry's output value can reach 25%-30%. It is estimated that by 2015, the market capacity of China's infant clothing and cotton and daily necessities will reach 227.98 billion yuan. It is aimed at this market opportunity, Semir has begun to proceed to the entire industry chain of children's wear, clothing giants Smith Barney naturally did not miss this opportunity.

In the 2013 annual report of Smith Barney’s late arrival, the vision for the development of the children’s wear segment was planned. Currently, Memphis has two children's wear brands, Michelin and Moomoo, both of which have developed independent stores. Mebon will plan to integrate these two brands into the omni-channel model transformation this year, and expand brand integration stores, shopping centers, shopping malls and various types of franchise market online.

The related person in charge of Smith Barney told the Beijing Daily reporter that Mi Xidi positioned the “Exquisite and Stylish Little Adult”, and the Chaochuan Contest in full cooperation with Golden Eagle Cartoon TV has also been launched; Moomoo’s positioning is “childlike imagination”, two brands There are obvious differences in style, but also represents a new generation of parents to shape the diverse image of children's needs. At present, the performance of children's wear brands is stable. The company will seize market opportunities this year and vigorously promote the development of children's wear brands.

In contrast to Semitra's approach of adopting mergers and acquisitions to expand and strengthen children's clothing, the power of the children's clothing business of Smith Barn is mainly focused on online and offline business. The responsible person of Smith Bark states that the company does not have mergers and acquisitions plans at this stage and will concentrate on deepening the existing brands and creating a quality consumer experience.

People grab food data shows that in the Smithsonian's autumn ordering meeting, Mi Xidi orders increased by more than 100%, Moomoo children's wear increased by more than 200%. Although this figure is very bright, there are many opponents placed in front of Smith Barney.

Relying on the children's wear business, Semir was the biggest highlight of the annual performance report of the apparel segment last year. Last year, Semima's children's clothing increased by 19.9%, its revenue share increased to 35%, and gross profit contributed nearly 40%. Chairman Qiu Guanghe of Semir said that relative to the 127 billion yuan of children's clothing market in China, the company's children's clothing has a lot of room to expand and its target market share is more than 10%.

The industry warming power brought by children's wear has caused many brands to start to look away. Nowadays, not only casual wear, including Li Ning, Anta, 361° and other sports brands began to grab food, fast fashion ZARA, GAP, H&M, Uniqlo also expanded the children's wear sales area, luxury brands Gucci, Dior, Fendi, Aramni, Burberry, BOSS And so on, they also overwhelmed the children's market.

After women's wear and men's wear, children's wear became the last cake that the entire apparel industry vieped for. Although the children's wear market contains business opportunities for development, it is not an easily harvestable fruit. Ma Gang, an independent shoe wear commentator, believes that the children's clothing market has been in a state of promiscuousness due to the restrictions on the category attributes, safety of children's clothing, and high inspection standards. A senior industry source stated that the children's wear fabrics standard is very high, and the state has strict regulations on children's clothing. Children's clothing production process and labor costs and other costs are also high.

To seize the high-end "children's clothing is a tough piece of bone, not a last resort, most garment companies do not want to get involved in this area." Said a clothing brand official. The safety testing procedure for children's clothing is more complicated and costly than for adults. It is understood that the cost of the safety testing of children's clothes such as Baby Inn and Snoopy is more than 3 million yuan a year. Judging from the clothing profit rate, children's wear is the last place after women's wear and men's wear.

Although the difficulty is not small, the popularity of the clothing brand to enter children's clothing has not diminished. However, the current pattern of competition in the children's wear market has not yet been formed and the market concentration is still relatively low. In the domestic children's wear brands, Semir's Balabala has a higher market share. However, from the aspect of design, quality and personality fashion, Balabala's positioning level is still at the low end, brand impressions are too popular, and the main battlefield is still faltering in the third and fourth tier cities. In the eyes of people in the industry, at present, not only does China lack a leading children's wear brand, but there are also gaps in the development of high-end children's wear.

In the eyes of people in the industry, Smith Barney missed the best opportunity for children's wear, and had limited opportunities in the low-end children's wear field. However, if you can position the high-end Mi Xidi solid, open the high-end market for children's wear, in the children's clothing field, Smith Barney will have its own piece of the sky.

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