Inventory Of Children'S Shoes And Clothing Industry Several Key Words

2015 pair

As a matter of fact, it is a year of "taking the defensive as the attack", returning to the product and laying a solid foundation.

In the past year, the old brands were trying to keep a firm reputation while looking for new breakthroughs in the hot spots.

"Football marketing", "smart wear", "O2O" and so on have become hot words. This year, new brands on the market are constantly emerging, and compete with differentiation strategy.

The most exciting news this year is the introduction of the policy of "full opening of the second child in the country" at the end of the year.

We are going to say goodbye to 2015. China sporting goods daily will take stock of several key words in the children's shoes and clothing industry, summarize the past, and keep the direction mark, so as to prepare for the new attack in the coming year.

Keywords 1: comprehensive two child policy

Explanation: the communiqu issued on the day of the closing of the Chinese Communist Party in Beijing on October 29th the fifth Plenary Session of the 18th CPC Central Committee announced that the policy of "giving birth to two children to a couple can be implemented in an all-round way".

For a time, the comprehensive two child policy has become a hot topic in the circle of friends.

Under the influence of this good news, the two child concept stocks have risen sharply, so that children's shoes brand dealers have seen new development opportunities.

However, there are also businessmen who are under the pressure of modern people's childbearing outlook and survival pressure. The two child policy is hard to land, and the market prospect is not optimistic.

Typical cases: after a comprehensive analysis, at present, there are about about 90000000 couples eligible for the two child policy in the whole country. It is estimated that in the next few years, the number of births will increase to some extent, and the maximum year is expected to exceed 20 million.

According to the current household expenditure level and the total number of children in the future, the China Index Research Institute has made a conservative prediction. In the 2015-2020 years, the total scale of children's consumption market is about 40 thousand -6 trillion yuan.

After the announcement of the comprehensive two child policy, more than 170 thousand netizens participated in the authoritative media related investigation.

Only 30% of the netizens expressly expressed "will be born", 43% of netizens choose not to live, and 27% of netizens are in "entanglement".

Keywords 2: campus FOOTBALL MARKETING

Description: at the beginning of this year, the general plan of China's football development and reform, issued by the general office of the State Council, promoted the development of football industry to the height of "national policy".

Football marketing momentum is growing.

Children's shoes brand dealers also aim at this cake, one after another, adding football categories, and testing the campus football marketing.

Typical cases: this year, POOVE, Bumblebee, Cambridge, ADI bear, Diem and other children's shoe brands have increased the research and development efforts of school football shoes.

In July 1st, Ding Ding cat clothing signed a famous football club and press conference to promote the development of football in Guangdong.

In August 8th, the Sports Summer Youth Summer football match, jointly organized by Kappa Kids and Parker lane, was staged in the new Austrian sports park football stadium.

At the end of the year, Anta launched 3 children's soccer shoes for different venues. After signing Zheng Zhi, Anta, who entered the domestic football market, brought the first test of water.

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Keywords 3: smart wear for children

Description: in 2015, the field of smart wearable ecosystem is still hot, and the enterprises with strong financial strength have worked together with Internet Co to create smart wearable equipment for children, which has added a lot of innovative highlights to the products.

Although smart wear is not yet mature in the field of children's shoes and clothing, but in the Internet era, smart wear may be an important breakthrough in the future development of children's wear children's shoes.

Typical case: in February, children's anti lost shoes "step lost" launched the newly developed smart positioning children's shoes Budiu 2 version.

In April 18th, the children's clothing brand "ladybird Bebe" held a new product conference in Changshu, releasing the latest research and development of the first Internet plus concept children's wear, smart children's shoes, smart watches, children's animated cartoon life experience Museum concept store and so on.

In June 17th, XTEP Group signed a strategic cooperation agreement with the 360 companies to carry out comprehensive cooperation to jointly develop and enhance smart wearable products. The first landing product will be children's smart positioning shoes based on children's safety.

In June 29th, on the Jingdong public funding platform, the first brand of children's smart clothing with accompanying functions - wooden tooth technology began to log on to Jingdong's public chips.

Behind this is an attempt by outdoor brand Pathfinder on children's smart clothes.

In October, the new smart shoe brand Dr.House (DUT house), launched by Fujian Quanzhou Li Xun children's products Co., Ltd. landed on Sichuan TV's "never imagined", and the four major functional features of its smart children's shoes were exposed.

In October 20th, the 361 generation of intelligent children's shoes II produced by Baidu was officially launched.

Keywords 4: new advertising law

Elaboration: the reason why the new advertising law is listed as a key word is that there are many red lines that can not be touched in the promotion of children's shoes.

Although it has not yet discovered how much fluctuation it brings to the industry, after all, it is a regulation expressly stipulated in the law. It is necessary to understand it, so as to avoid stepping on the minefield.

Typical case: in September 1st, the new advertising law came into effect. The new advertisement requires that juveniles who are under ten years old should not be used as advertising spokesmen.

The spokesmen, including the spokesmen of Taiping bird children's clothing, are leaving the public view in advertisements every day.

After the publication of the new advertising law, the children's shoes brand has begun to consciously avoid the use of extreme terms such as "the first" and "the most" in the publicity. The Chinese sports goods newspaper also strictly scrutiny the brand advertising pictures to ensure that they do not violate the provisions of the new advertising law.

Keywords 5:O2O marketing

Description: in the era of full network marketing, single online or offline sales will face great challenges, and some children's shoes brand has begun to explore the "O2O interactive business mode". Through the construction of mobile terminal and PC terminal network system, we can realize offline shop experience, online purchase order, to provide customers with the fastest optimal door-to-door delivery service.

Typical case: this year, Barbara, red, yellow, blue, water boy, AKAKBB are constantly promoting O2O sales, Fuzhou Tong baby, Cheng Tong Tong, Hadi Barty and other children's wear brands have begun to test the water O2O marketing.

On March 18th -20, the online children's clothing brand green box appeared on CHIC 2015, and released a new O2O mode. The main 8 highlights: international brand collection sites, fashion retailers, micro shop system seamless connection, online and offline parity, reduce inventory risk, children's Park auxiliary, drainage artifact - 3D magic mirror, 5 million member data sharing.

In June, the successful pformation of O2O children's clothes brand, the sale of 28 million yuan in the 3 day holiday of Dragon Boat Festival.

In June, a large number of children's clothing brands including O2O, Humen local brand, good boy, happy bun, smart fish and so on, were located in the Humen Daying garment electric mall.

Keywords 6: changes in department stores

Description: in 2015, the traditional department store industry was ushering in a new wave of closing shop, and the innovation and pformation were imminent.

The pformation of shopping centers in traditional department stores has shifted from focusing on the introduction of well-known brands to the combination of commodities. The "family" and "experiential" elements have increased, and the overall proportion of children's business has improved.

This provides new business opportunities for children with thin but distinctive children's shoes and shoes.

Typical case: at the beginning of this year, Semir said it would increase its opening speed in the domestic business circle and shopping center, and has reached strategic cooperation with Wanda and other commercial real estate. It plans to set up a 300-500 square meter large children's wear experience shop in the shopping center.

April 18th -21, the thirteenth China department store summit.

As a supporting activity of the forum, the department stores have set up more than 600 booths for the zero supply and docking trade fair. The KUKA family brand clothing, bee city children's clothing, Jinjiang baby industry, Wen Chuang garden and other brands have been concentrated on the exhibition.

Keywords 7: capital market

Elaboration: under the policy support, the baby products and children's wear brands are more and more concerned by investors.

Brands want to use capital market power to successfully pull away from competitors and seize more market share.

However, the capital market is deep and the road of listing is bumpy. The road after listing is not necessarily smooth sailing.

Typical case: in May, the SFC website published the IPO pre disclosure document of Shenzhen's Limited by Share Ltd.

He plans to land at the Shenzhen Stock Exchange, which does not issue more than 25 million shares, and the total fund-raising is 557 million yuan.

In June 10th, the Limited by Share Ltd issued the first public offering of the golden hair Rabbi women and baby products. It was successfully listed on the Shenzhen SME board and became the first mother and baby products company to enter A shares in China.

At the end of September, Camkids, a Chinese children's shoe company listed on the London alternative investment market, was suspended.

In response, Hong Qinming, deputy general manager of Camkids, gave a positive reply.

He said that the replacement of independent directors was very normal, and the whole operation of the enterprises was very benign.

In October, Zhejiang Pepe Bea Bea culture Polytron Technologies Inc formally applied for the new three board listing, and its listing materials were publicly disclosed on the official website of the stock pfer company.

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Keywords 8: animated films

Description: animation marketing in 2015 is still thrived, and the themes and forms of expression are more abundant and changeable. For example, children's shoes brand is hand in hand with animation companies to create exclusive animated movies. Through TV channels, cinemas and Internet channels, the brand can be exposed in an all-round way and enhance brand influence.

Typical case: in June 1st, China's first animated film animated movie "Autobot" was held at the headquarters of Kate (China) Co., Ltd. in Quanzhou. The animated film was released in the early July.

2015 China processing trade products fair was held in Dongguan, Guangdong on -20 June 17th.

Dongguan local children's wear brand "little pig banner" with the same movie debut.

This year, Kung Fu animation company has launched more than 5 animated films in addition to creating traditional cartoons for XTEP children, Pepe Bea Bea, Xiao bear, and children's cats.

Keywords 9: high-end brand new

Description: 80, after 90, young parents become the main consumers of children's shoes and children's shoes, and the demand for high-end clothing increases.

These high-end luxury children's clothing has strong financial strength and resource integration and operation ability, and it is self-evident to attack children's shoes and clothing market with all kinds of marketing.

Typical case: in March 14th, Italy A.G.B group's high-end children's clothing brand HARMONT&BLAINE JUNIOR opened in China's first store, Beijing blue harbor flagship store, and officially announced its entry into the Chinese market.

In April, the French Petit Bateau entered the Chinese market and opened flagship stores in Shanghai in May.

In September 22nd, the official flagship store of Petit Bateau opened in Tmall mall, and launched four series of 80 series of costumes for infants, newborns, girls and boys.

In August 22nd, the Korean children's clothing brand ASK junior officially entered Wuhan Qun Guang square, announced to enter the Chinese market.

In September 18th, the first Ferrari children's clothing store in Ferrari Greater China was stationed in the "shopping mall" in the Hongkong shopping mall. It not only sold children's clothes and fashionable lifestyle accessories, but also launched a new customized concept hall called "Atelier".

Key word 10: "double 11" global Carnival

Description: in 2015, the total sales volume of the "double 11" network was 122 billion 940 million, resulting in 680 million packages.

In the whole network business, Tmall's "double 11" global carnival is trading at 91 billion 217 million yuan a day, with a wireless turnover of 62 billion 642 million yuan, and wireless accounts for 68.67%.

This "double 11", children's wear children's shoes brand in the early stage has done a full warm-up work, the big promotion that day is gratifying.

Typical case: "double 11" Tmall children's wear category paction index list, balbala flagship store ranks 3240869 in the championship, GAP and UNIQLO official flagship store are second, third respectively, and the 4 to tenth shops are: Ying's mother and infant flagship store, dava&bella flagship store, Lusha flagship store, ainai flagship store, Babu bean competition store, ansels flagship store and excellent bey Yi flagship store.