Updating Consumption Concept To Cope With The Change Of Consumer Demand In Children's Clothing Market

< p > children's wear market has undergone more than 20 years of development, and its consumption demand and purchase behavior have undergone a qualitative change.

There are three stages in summarizing its development process: the first stage is the consumption stage of quantity.

In the early 80s of last century, our country was in a period of shortage economy. At that time, due to the shortage of commodity market and the low income of families, children's clothing consumption was not yet universal. In general, families would buy new clothes for children during festivals and holidays.

People's demand for children's clothing is to meet the needs of basic living quantity, and the hope is to let children have new clothes throughout the year.

The second stage is the stage of qualitative consumption.

In the 90s of last century, with the improvement of people's living standard, parents' pition from clothing consumption stage to brand consumption stage came into being.

In the late 90s, when family income increased and purchasing power increased, people pursued the improvement of the quality of life. The consumption demand changed from the consumption stage to the qualitative consumption stage. The children's life had become an important part of family life. The change of consumption demand promoted the development of children's clothing brand management.

The third stage is the stage of emotional consumption. When the brand richness of children's clothing market is improved, the consumer's preference for brand is also upgrading with the progress of social civilization, and consumer demand psychology tends to improve the quality of life.

The change of consumption demand will push the children's clothing market into a stage of development consumption. The families with the ability to consume demand the children's clothing to meet the emotional consumption of spiritual life and psychological pursuit. The choice of children's clothing focuses on the brand children's clothing with brand culture connotation, so as to embody the personalized needs of the family's social status and social identity.

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< p > with the birth of a new round of consumer groups in the children's wear market, their consumption concepts and consumption habits are improved by the improvement of the quality of life and the degree of social civilization, and the desire for children's clothing tends to be branded, personalized and fashionable.

In the next few years, children in the children's clothing market are mainly the newly born young families. As the main members of these families are between more than 20 and thirty years old, their consumption habits and demand psychology are mainly based on brand goods, and the high income brands are mainly famous brands.

When they have the next generation, their hobbies for brand goods will also extend to their children.

In particular, the newly established young families have improved their educational level and cultural level. With the progress of the society and the social stratum, the consumption concept is different, and the family aesthetic standards are different.

The renewal of the concept of consumption demand will pform the potential demand of the new born consumer group from the present stage of paying attention to quality consumption to the stage of emotional consumption embodying the social class identity.

The updating of consumption demand and the change of consumption demand will inevitably promote the change of marketing strategy of children's clothing, and adapt to the change of consumption demand through the amendment of marketing strategy.

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< p > with the continuous development of China's market economy, children's wear market is showing a variety of economic components.

From the nature of enterprise ownership, it can be divided into domestic joint ventures, Sino foreign joint ventures, wholly foreign-owned enterprises, private enterprises and individual industrial and commercial households.

From the distribution channels of children's clothing management, it can be divided into enterprise self marketing (direct sale), franchise operation, wholesale operation and authorized custody operation.

Different ownership enterprises use different marketing channels and business models to build their own distribution networks according to the marketing strategies formulated by enterprises.

There are many children's clothing enterprises. In order to maximize their business efficiency, it is recognized that the development of a href= "//www.sjfzxm.com/news/index_c.asp" > Terminal Marketing /a > network is the most effective way to realize operating profits and become the main marketing strategy for enterprises to pursue their own development.

Especially in the last two years or so, the new brand of children's wear market has been increasing every year, and the competition between brands and brands has been increasing.

In view of the increasingly fierce market competition environment of children's wear market, there are many children's clothing enterprises. In order to quickly occupy the children's wear market, they begin to establish their own marketing channels or develop a variety of marketing networks, so as to enhance the market share of the brand.

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< p > at present, the market operation mode of < a href= "//www.sjfzxm.com/news/index_c.asp" > children's wear > /a > has diversified patterns, which can be roughly divided into: Children's wholesale market and children's wear brand management market.

Among them, children's clothing wholesale market, its marketing strategy is to meet the low end consumer demand as the business positioning, the characteristics of this market are popular, regular, large-scale, low price positioning, product wholesale < a href= "//www.sjfzxm.com/news/index_c.asp" > Sales < /a > object depends on the rural target market with more than 100 million children's low-end consumers.

The most representative wholesale market of children's clothing in China is the Zhili children's wear market in Huzhou, Zhejiang and the children's clothing market in Foshan, Guangdong. The market has already formed the children's clothing industry cluster effect.

Such as weaving town children's clothing market, currently has more than 4980 children's wear enterprises, sewing equipment more than 100 thousand, more than 120 thousand employees, children's clothing production more than 200 million pieces (sets), the annual output value of about 5 billion 100 million yuan, in the domestic children's clothing market share of more than 20%.

Such as children's clothing market in Foshan town of Guangdong Province, there are more than 2000 children's wear enterprises, more than 70 thousand employees, 170 million children's clothing production, and the annual output value is about 3 billion 500 million yuan.

The children's clothing market in these two regions has formed a children's clothing industrial chain from weaving, printing and dyeing, manufacturing, auxiliary materials matching, wholesale and sale.

When the children's clothing production in the market forms the industrial chain, the production cost of children's clothing products is obviously reduced, and the selling price of products has strong competitiveness in the children's wear market.

Because these markets are directly oriented to terminal customers, market information feedback is faster, the scale of enterprises is smaller, and the production is quicker. The speed and price advantage of their products and styles are attracting the low end market demand, and become a new "children's clothing town" in the children's wear market.

But with the change of children's clothing marketing environment and the change of consumption demand, the low-end market will be influenced by the development of the middle and high-end market. The wholesale market of children's clothing will be threatened by the market competition of children's wear brand.

In the next few years, the low end market of children's clothing will be faced with the demand change of low-end consumers' purchasing power and consumer brand awareness, and their market competitiveness will also weaken.

Therefore, we must seize the new development opportunity of children's wear market and develop the brand management of children's clothing wholesale market based on the change of children's clothing marketing environment. It is urgent to establish the brand management concept.

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