300 Billion Children'S Clothing Market, How Do You Choose?

The world is constantly updating and iterating: ten years ago, Taobao changed the lives of department stores, and the Jingdong sold the lives of electronics stores. Three years ago, Tmall supermarkets had sold their stores! But in recent years, Internet giants have been fighting for offline retail.

It has been written for a long time. You can see it carefully and hope it will help you in thinking about starting a business.

Alibaba's latest report shows that Internet related GDP accounts for only 6.9% of the total.

Where is the rest, online offline, which has been overshadowed by the Internet Storm in the past ten years and seriously undervalued the offline market.

The cost of electricity providers is getting higher and higher.

The electricity supplier has been developing rapidly for many years. Now the cost of electricity supplier has been no less than that of the physical store: new products break 11%, Tmall 5.5%, promotion cost 15%, express 12%, after sale 2%, financial cost 2%, hydropower rent 2%, plus tax, if there is no more than 50% gross margin, there is no way for the electricity supplier to continue to operate.

The cost of attracting a customer is around 80 yuan, but the price of many products is less than 80 yuan.

The phenomenon of big fish eating small fish is being rapidly staged.

Not just the traditional electricity supplier, the vertical electricity supplier is experiencing a big escape, but 2016 of the more than 40 big brands have failed.

Keywords: Children's clothing business

The "death" time: in January, the green box official website of "the first brand of children's clothing online" was not accessible.

Green boxes are not being searched in shops such as Tmall, Jingdong, Dangdang and so on. The WeChat public number has ceased to update, and all the goods in WeChat's store have been put off.

Pattern: green box was founded in August 2010, and has been in Taobao for 3 years in a row.

Class sales first.

In 2015, the green box began to lay a large number of shops in all parts of the country.

The specific mode is to set up image and benchmarking stores in the first tier cities, and widely distribute outlets in the two or three tier cities.

Financing record: in September 2010: the first round of financing from venture capital 20 million yuan venture capital was obtained; in December, the second round of financing from DCM was acquired by 100 million yuan.

[introspection]

Amoy brand dividends no longer, the electricity supplier's operating costs are increasing substantially, but in view of the fact that the real business, the rent reduction has long been a consensus. In the past two years, even the landmark shopping centers are complying with the trend, giving merchants more discount, and there are many top stores such as Hang Lung, Huarun and Wanda.

The state promulgated the "opinions on promoting the pformation and pformation of physical retail".

The country is also promoting the upgrading and upgrading of retail, and the era of new retail is facing opportunities and challenges.

It is guiding the pformation of traditional sales places to social experience, family consumption, fashion consumption and cultural consumption centers, so as to revitalize the existing commercial facilities resources in a market-oriented way, reduce the subleasing behavior of public property rights shops, and effectively reduce the rental of shops.

We should relax restrictions on decorating and decorating shops on the street, and abolish the examination and approval procedures for unnecessary renovation of shops.

At the same time, create a fair competition environment under the online and offline tax environment.

This means that from the early layout of Big Mac, the next wave is brand service.

The demographic dividend period for services, especially Internet services, is almost over. So is China and the whole world.

The next wave is that the service can be pferred to traditional industries, and the most easily changed from users is the retail industry.

Do we have to do the physical store?

Man is a social animal and needs communication.

What is social interaction? We must pmit ideas, exchange information and consciousness through some means and tools. In today's times, changes in the economic and social environment make communication between people more important.

Because only by constantly interacting with different types of people and communicating information can we enrich ourselves, develop ourselves and expand our knowledge base.

The economy needs recycling.

Today, you have to have a haircut. At noon, the hairdresser has a good meal downstairs, with a new girlfriend to see a movie at night. The boss of the cinema has the money and the girlfriend goes shopping. The economy is recycling.

Shoppingmall should carry out the centralized operation of restaurants.

We go to Shoppingmall for food. After dinner, we have to go to the movies, KTV, massage and other entertainment.

Shoppingmall not only restaurants, but also movie theaters, beauty salons, cafes and clothing stores.

Isn't this a physical store?

Therefore, a diversified entity shop will never die out, but will only turn into a combination of entity shop and network.

For example, the hairstyle house is on the 33 floor, and the clothes are on the 28 floor. These are the ways of being pformed because of the Internet world.

Some people would say that the reason why a store cannot survive is that it is too expensive to rent.

The first and two floors are expensive and go upstairs.

The experiential function of the entity store can not be replaced by the electricity supplier. In the future, the business competition is the consumer group born in 80 and 90s. This group is born without substance and products. What they need is a kind of "experience" and "care". This kind of care needs more face-to-face communication and touch.

And this is exactly the biggest opportunity for a "physical store"! If I give me a chip, I bet the physical store will win.

After talking about the physical store, let's talk about the children's clothing market again.

Chinese children's wear

China has gone through three baby boomers since its founding in 1949. The first was from 1949 to 1958 after the war, the second is from 1962 to 1972, and the third is from 1981 to 1991.

The birth date of 80s is the third peak of human birth in China, with a total population of 220 million. The average age of marriage for men and women in China is 25.5 and 23.5 respectively.

According to the National Bureau of statistics, the peak rate of fertility in China is 20-34 years old, among which 25-29 is the highest.

In the next 5 years and 1970-80 years, the baby boom will enter the stage of marriage and childbirth. The number of marriage registration is about 11 million each year, and China will usher in the fourth baby boom.

With the advancement of urbanization, the number and quality of newborns born in this batch of new generation middle class will affect the pattern of children's clothing market in the future.

According to the research data, the consumption of children's clothing exceeds 650 million pieces; 2013 children's clothing consumption exceeds 44 billion 600 million yuan; in 2014, the National Children's wear sales volume was 51 billion 200 million yuan, and the sales of children's clothing in the domestic market was 55 billion 600 million yuan in 2015, which has a very clear trend of growth and development.

In 2015, the size of children's wear market in China exceeded 200 billion.

The gross output value of industry increased by 25% to 30% per year, and the scale of children's clothing industry in 2017 exceeded 300 billion yuan.

According to this data, you can easily see the future of children's clothing industry.

Let's talk about choosing a store to start a business. If you are considering joining in the children's clothing, what do you want to know about joining in?

Those brands known as "all for their children", besides the price war, what else do franchisees really want?

First, brand first

[brand effect] what kind of effect does a small company with tens of thousands or even hundreds of thousands of joining fees have to say? Therefore, a basic point of joining must be recognized by men, women, young people and young people. For example, my family downstairs Kentucky Fried Chicken and Uncle Wang are all selling fried chicken. The category of Starbucks is coffee, but it sells cakes. You also spend money. We will tell others that I am in KFC, I am in Starbucks, not that I am in a fried chicken shop, or I am in the coffee shop downstairs, because the brand recognition is high, even if I have not seen it before, I have heard of it, which is the power of the brand.

Two, brand service

Some people have paid hundreds of thousands of fee to the small company, then they will open a shop to stare at you and finally lose everything. The reason why the small brand is a small brand is because they have nothing to worry about.

But you see, like KFC, McDonald's such a big brand, will they do this? Why? Because the store is the face of the brand, you can't do it well, I have someone to help guide, you won't do publicity, I'll help you plan...

In short, a mature and reliable brand will help you avoid countless pits, products, product displays, operation guidance, supply and management... Most of the new people meet one or two of them, basically over.

So choosing the brand is the top priority.