More And More Brands Are Reaching Their Children'S Clothes.

Market demand driven and huge policy advantages, more and more

Stretch the tentacles

Field.

Unfortunately, many enterprises that blindly enter the field of children's clothing do not seriously consider and grasp the needs of young generation's parents, and inevitably fall into the competition of low level, homogenization and price war.

Quality safety

It is not necessary to pay attention to the quality and safety of children's clothing.

But unfortunately, in the children's wear, there are many problems of safety and quality.

Almost 3.15 of children's day and around children's day are the high production period of children's clothing quality safety news.

There will always be a variety of news about the unqualified sampling of children's clothing. There are many international brands.

Brand.

Most of the problems involved are excessive toxic and hazardous substances, unqualified pH value and irregular size marking.

This year 6.1, China's first mandatory national standard specifically for children's clothing "infant and child textile product safety technical specification" began to implement.

The national standard for children's wear is applicable to 0~14 years old infants and young children who sell in China, and the textile products that children wear and use, including clothing, bedding and so on.

The new standard divides children's clothing safety technology into three categories: A, B and C. Among them, class A is the best, followed by B, and C is the basic requirement.

In terms of chemical safety requirements, the limit requirements for two kinds of heavy metals such as ortho benzene two formate and lead and cadmium have been increased. In terms of mechanical safety, the standard has made detailed provisions for the different parts of children's clothing, such as head, neck, shoulders and waist, requiring that infants and children under 7 years of age do not allow any rope to wear the head and neck. At the same time, the standard also stipulates the textile accessories, requiring that the accessories should have certain tensile strength, and there should be no sharp edges and sharp edges.

The new standard fully absorbs and draws on the technical regulations of the developed countries concerning the safety of baby textile products, and some of the requirements have even exceeded the standards of developed countries.

After the implementation of the so-called "the most stringent" children's wear standard, it will undoubtedly urge Chinese children's clothing enterprises to further strengthen the quality management and testing of product safety, and the business risks and costs of children's clothing enterprises will be improved to a certain extent.

But whether the most stringent standards can be directly converted into higher quality children's clothing, enterprises, consumers and regulators should also work together.

Adult children's clothing

As long as we pay attention to it, we will find that many of the children's clothes made by many famous international and fast fashion brands will echo the adult clothing of this brand. The fabrics, colors, styles and tailoring are almost the same. The only difference is the edition and the small version.

The main force of replicating adult fashion is the children's clothing of H&M and ZARA.

Small suits, hot pants, cowboy jackets, suspenders skirts, trousers, small white shoes and Single Shoulder Satchel are basically the smaller versions of adult costumes.

The fashionable items that are found in adults are not the same in children's clothing areas.

This reduced version of fashion often looks like sprouting up, leaving young parents with a childlike heart and unable to bear their pockets.

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H&M China official website (screenshot time 7.1)

ZARA China official website (screenshot time 7.1)

However, many brands only focus on the bright appearance and the novelty of the design when they introduce children's clothing, but neglect the influence of fabric, color and style on children's physical growth.

In addition, the design of clothing necklines, cuffs and safety of the new chain is also the key point for children to wear comfortably.

It is the real idea of many young parents nowadays after 80 or 90's that esthetics should be cultivated from childhood.

The similar design styles of children's clothing and this brand adult dress, to a large extent, indicate that children's clothing will no longer be just the comfort of fabrics and the design of cute children's interest. As an important member of the family, children will show more aesthetic and consumption ideas of their millennial parents.

But don't forget that children are still children. Children who grow up and develop are not only different from adults, but also have higher requirements for clothing safety performance.

If children can be more meticulous and safe in their quality and safety, there is not a bad choice.

But obviously, at present, many brands are not so delicate for children's clothes to be reassuring.

Homogenization phenomenon

According to statistics, the market volume of children's wear market has exceeded 170 billion yuan in 2015.

Driven by market demand and huge policy advantages, more and more brands have extended their children's clothing to the field of children's wear, and excavated profits in the children's wear market.

Children's clothing business has become an increasingly popular trend in the clothing industry, and even children's clothing is not fashionable.

From the sales area of the children's clothing to the street golden shop, the children's wear brand store is more and more open.

Coupled with various online sales, the competition for children's wear market is becoming increasingly fierce.

However, after a closer look, many local children's wear brands actually look alike, mostly in style or design style.

Although many brands have grasped their parents' "willing to consume for their children", they have made great efforts to dig their spending power from adults. However, as businesses and capital compete in this field, more and more consumers are becoming smarter, rational and mature. The demand for children's clothing is not limited to the principles of choosing clothes commonly used by older generations, but tends to be more fashionable, branding and individualized, giving children a better, more cool and more comfortable choice to carry out all the details of life from clothing to food.

However, due to the lack of clear and clear positioning, most of the enterprises that blindly enter the field of children's clothing do not seriously consider and seize the demand of young generation's parents, and inevitably fall into the vicious competition of low level, homogenization and price war.

How to better identify the brand positioning, control product quality, how to implement differentiated management, catch up with, or adapt to meet the new needs and new changes of consumers, is a problem that every nugget children's clothing enterprise needs to seriously consider.