Children'S Clothing Brand Green Box Is Undergoing 3 Major Changes

From the list of children's wear sales in 2014, we can see that most of the top ranked brands are occupied by traditional brands. Among them, green box cooperation brand Disney ranked second. "Green box double eleven will sell all new products this year, basically protecting gross margin. The overall goal of the green box is 40 million, and finally the sales break through 50 million, of which Disney accounts for 60%. "Green box founder Wu Fangfang told reporters that as usual the dynamic sales rate as the first assessment factor, the double eleven can not get out of stock to sell.

Wu Fangfang, who has been on the road for children's clothing for nearly ten years, said that consumers choose children's clothing, in addition to brand recognition, but also recognize the style, and children's clothing is almost two times the size of women's clothing, so children's clothing management is no easier than adult clothing. Compared with the extrusion of online women's clothing brand in recent years, the competition pattern of children's wear brand line is also undergoing three major changes.

The first change is that the children's clothing brand is on the renewal node. Although the traditional children's wear brands are still on sale online, most traditional brand designs can't keep up with the changes of the Internet and can't satisfy the needs of the younger generation of parents. Therefore, the explosive force of traditional brands on the Internet has not come out yet, but the new brand strength is growing rapidly. The market structure of children's clothing is not completely stable, and there are many opportunities, but it is also very difficult to do.

The second change is that the size of individual children's clothing brands will grow to be comparable to adult clothing in the future. "Now children's clothing double eleven has not yet appeared billions of brands, but tens of millions of sellers are quite many, children's clothing category development space is very big, in the future online will certainly appear the size of a single brand is comparable to the top ranking adult clothing."

Wu Fangfang analysis, Taobao has not yet appeared to rival women's clothing sales of children's clothing, one is because in the past Taobao to children's clothing traffic is relatively small, the two is children's clothing because the brand structure has not yet been established, resulting in sales are very scattered. In fact, children's clothing is not very small. You see Bala Bara also has a 5 billion scale, the key is to find their own positioning, and then step by step.

Third changes, from 2014, brand power has become the core competitiveness of merchants online. "We can clearly feel that the stronger the brand power is, the more online traffic the brand will get, and the rules of the game will also be more inclined to the product with strong brand." Wu Fangfang told reporters that this change of children's clothing is a little later than that of adults.

Reporter from Green box It is understood that although the design and production came from the same group of people, Disney authorized products to sell faster than their own brands. "Behind Disney's rapid growth is the precipitation of its brand, and the green box must make its own brand value." Wu Fangfang said.

In order to cope with the three major changes in the industry, green box has been paying special attention to products and brand Accumulate core advantages. "In recent years, the green box has always been concerned about TV commercials. Last year was" little Daddy ". This year is Zhao Wei's tiger mother cat dad. We feel that making a brand is like saving money. If you save a little bit today, save a little bit next year.

In addition, Wu Fang Fang It also revealed that after the adjustment of the green box in 2013, the company has achieved initial success in fine operation. "2014 is much better than that of 2013. In the second half of this year, there was a 40% increase compared with the same period last year, with a 100% increase in profits and a 5% in sales and direct sales."

Reporters learned that the green box was organized by Wu Fangfang in August 2010. After nearly five years, Wu Fangfang ran the children's wear chain store online. The green box is a children's clothing company integrating design, development, production and sales. The product positioning emphasizes the sense of design and high cost performance. It owns Miss de Mode modern lady, M.I.L Boy love manufacturing, Jenny Bear Jeanne Baer, higirl and international brand children's clothing launched by Disney.