Does The Clothing Brand Want To Open The Mother Child Market And The South Korean Children'S Wear Takes The ZARA Route?

As early as 2012, the South Pole had marched in.

The market population is 0~16 years old children and adolescents, of whom 3~8 is the main age group.

Today, sales of children's clothing occupy 10~15% in the whole group's sales.

But at the very beginning, the Antarctic did not fully develop children's clothing category.

Underwear for children has always been the main product of the South Pole. Even now, though the brand has been expanded, sales of underwear are mainly sales.

Can the south pole with functional and weak design sense rely on the original underwear consumer groups to drive the sales of children's clothing category?

Cut into two or three line cities

Two years ago, the children's wear market began to be clear, and the demand for children's wear was increasing.

For brands, the price and gross profit of outgoing children's clothing are much higher than that of children's underwear.

It happens that the market of children's underwear has reached a relatively saturated state. The South Pole who has been wearing children's underwear for several years has planned to open up the market of children's clothing and enrich the brand children's wear line.

In 2015, the south pole made some pformation from children's underwear to children's clothing line, half of children's underwear products and the other half products.

Underwear products include household clothing, bra, pajamas and so on. Outdoors clothing includes down garments, sweaters, trousers and so on.

At the very beginning, the South Pole children's clothing covered the market in the first tier cities.

With the rise of other children's clothing brands, consumers' selectivity for children's clothing has gradually increased. The south pole, which has a functional and weak sense of design, has gradually precipitated to the two or three line city.

It turned out that the southern children's clothing is generally based on popular foundation, with strong functionality and relatively simple design.

"Our products basically conform to the positioning of ZARA and GAP, not very fashionable and personalized."

Shen Chenxi, deputy general manager of Antarctica, said.

In the face of the two or three tier city's consumer groups, the sales function is the main and the design is weak. The South American children's clothing can only take a higher price line to gather a loyal group of customers.

The price of the clothing for the south polar children's underwear is generally maintained at around 50 yuan, while the price of the thermal underwear is 80~100 yuan.

Take the road of cost-effective, but also the South's own research on the market.

"One of the reasons is that children's clothing is a major feature, and children grow very fast, so clothes renewal is very fast."

The market decides products, and mothers rarely choose the relatively high price of customized children's clothing. This also leads to many children's clothing brands generally choose low price, large production and marketing mode.

Mother brand "blood pfusion"

The survival of many brands is inseparable from the development of the parent brand, and the Antarctic is no exception.

In terms of design, children's underwear generally extended the style of the mother's brand adult underwear, but only enriched some of the colors and patterns in the way of embellishment.

Besides,

It also attempts to organize group activities every year to allow interaction and diversion between the parent brand and its sub brands, such as "brand day" activities, presenting products such as home textiles, men's wear, women's wear and children's clothing to consumers, conveying the concept of consumers from single brand to retail brand, and providing one-stop product services for consumers.

For children's clothing, which only occupies 15% of the total sales volume, it can deepen the impression of consumers on brands, thereby promoting consumption of other categories and producing loyalty to the brand.

The practice of this seed brand to continue the mother brand tonality is not only reflected in the marketing mode, but also in the supply chain mode. "We arrange the children's clothing supply chain through the requirements of the supply chain of adult underwear."

Compared with other children's clothing brands, the advantage of the South Pole in the supply chain is obvious. The team will find different levels of industrial agglomeration area, and will own the big and good quality manufacturers as suppliers, and then according to different age groups, different categories of products, from the existing main factory as the lead, will other factories gathered into the supply chain industry.

Although it is similar to other clothing brands in children's clothing brands, children's wear brands will continue their style and tonality, learn from the experience of garment supply chain, but have a great deal of technology and clothing.

The age of the polar children's clothing is larger than that of the baby, the child, the child and so on. The process of each group is different. For example, when designing the children's clothing, the children of this age group grow faster, so the adjustable length and comfort of the sleeves, trousers and other parts need to be stronger.

And the clothing of big children is more inclined to clothing design.

But at the moment, there are many problems in the supply chain of the children's clothing in the south pole, such as the lack of product category, the relatively small scale of production, the weakness in stocking, research and development, etc.

Shen Chenxi said that in view of these circumstances, first of all, the team will increase the quantity of supply through the way of making the brand, while maintaining a cost-effective route while guaranteeing a certain amount and increasing the brand profit; secondly, forming a professional team layout supply chain, providing in-depth services for the supply chain from R & D, quality control, etc. Finally, it is necessary to deeply combine the industrial chain, strengthen the cooperation of various industrial chains, and enrich the supply chain.

Thousands of stores

Since its establishment in 1997, Antarctica, a local brand, has been rooted in the local market for a long time.

Since the early days, the brand has made deep efforts in the local market under the offline retail terminal, but this mode has been gradually replaced because of rent, manpower and other reasons.

Today, Antarctica has set up an Antarctic electricity supplier, using distribution channels to build online marketing network, and in the form of brand authorization to rely on distributors to sell.

At present, the number of dealers on the line has reached 1000, and the business super system is the main line.

But in the face of far away and diverse styles of South American dealers, different shops need different styles of products.

"We will achieve thousands of stores."

For example, maybe the goods in this supply chain are not suitable for the customers in this store, but they are suitable for another one. Then we will match the appropriate goods with the appropriate ones.

But the price system is the same.

Shen Chenxi revealed.

However, managing distributors is also a technological activity.

Many dealers lack the awareness of network marketing, and there will be many problems in store operation.

Antarctic electricity providers spy on this situation, undertake the operation and design of distributors, and docking between platforms.

In this way, the mode of e-commerce platform has increased the adhesion of dealers to a certain extent, and enhanced the relationship with distributors.

Liberalization of the second child policy

Rushing headlong into the herd, we want to open the mother infant market.

With the accession of many brands, the competitiveness of children's wear market is rising.

Shen Chenxi said: "all aspects of the children's wear industry have not yet been formed, it is easy for consumers to lose confidence in the market, and it is impossible for the brand people to interfere with it artificially.

So there will be a big shuffle, and only professional and children's wear brands with operational ideas will survive.