A news wave in China's garment industry: China's highest-value brand enterprises - Haier Group and Xiamen Huarong Group jointly announced by March next year launched more than 3,000 Haier brothers children's products store. According to reports, Haier and Huarong Group will launch a new Haier brothers children's clothing, children's shoes and stationery, toys and other accessories, including a series of children's products. The two sides will be positioned in the high-end brand, goal to create China's first brand of children's products. Appliance giant Haier these years of diversity is its remarkable style of effort, did not expect that the brand extends to the field of clothing, but also seems a surprising children's wear industry. Why children's wear? If before Wuliangye involved in the field of wear because it is necessary to meet the needs of staff dress, then Haier's "children's clothing hot" is to marvel at the industry's children's clothing market, the great attraction. With the past invested more than 6,000 yuan produced 212 episodes of the cartoon "Haier Brothers" brought brand influence. The animation has been accompanied by the growth of a generation of Chinese children, and extension of the area fit Haier brothers image, Haier involved in children's clothing is considered very "natural." The cooperation between Haier and Huarong is mainly through brand licensing, Huarong is responsible for Haier Brothers children's clothing, children's shoes and other children's products, product design, development, and sales. In the current harsh economic environment in a high-profile expansion of children's wear business, it shows Haier and Huarong optimistic about the children's wear market. According to Dong Wenmei, general manager and chief design officer of Guangzhou T100 Parent-Child Clothing Company, which is China's First Fashionable Parenting Children's Wear, the key to supporting Haier's children's wear, or children's products in China, lies in the background of social development in China. Experts from the Chinese Academy of Social Sciences pointed out that the major population at the fourth peak of the birth period in China is the first generation of only children born during the initial stage of reform and opening up. Their mode of thinking, education level, life concept, consumption concept and parents vary greatly. This determines that they have two characteristics in terms of their children's growth: First, they are willing to spend money, and second, they pay more and more attention to the quality education of infants and young children. "The baby boom brings with it baby Tong economic full-blown. According to relevant statistics, since 2000, China's baby industry has witnessed a growth rate of 30%. China has become the second largest consumer of baby products after the United States and is expected to reach the "trillion club" by 2010. In this baby industry, children's clothing will occupy an important share. Dong Wenmei believes that the Chinese people's basic necessities of life, "clothing" came in first place, children's clothing is undoubtedly a sunrise industry. In fact, the market is so performance. In May this year, the data on women's wear, men's shirts, men's suits, children's wear, leather garments and women's shoes compiled by the Beijing Business Information Center showed an overall increase in the average daily retail sales of women's wear, children's wear, men's shirts and women's shoes this month The trend, of which children's clothing average daily increase of 35.28%, the highest in the six categories of clothing. As a result, Haier's "new move" is not so surprising at the moment. Who is in the Nuggets? A global financial crisis is undoubtedly the cause of many industry changes. China is already a hot competition in the garment industry, but also accelerated the pace of change. There are indications that in recent years in the domestic apparel market, men's, women's, casual wear, sportswear and other places full of competitive smoke flavor, and with the deepening of the financial turmoil, whether it is local or international brands, whether it is What kind of marketing channels, competition and elimination are more tragic than at any time in the past. However, in the children's wear market, although there is competition, but compared to at least in theory it appears that "the scenery here is fine." The reality is that so far the domestic children's clothing market has not formed such as men's, women's, casual wear, sportswear as a national brand or leader brand, brand concentration is not high. So everyone seems to have seen the opportunity, especially those associated with the fashion industry, shoes and apparel. The domestic sports brand 361 ° listed on the Main Board of the Hong Kong Stock Exchange at the end of June this year will raise about HK $ 1.81 billion of which some will be used for the children's clothing business to be launched next year. In fact, the local well-known adult clothing brand plays an important role in this hot "children's clothing", such as the Septwolves, Cornell's three o'clock water, Anta and so on. The gradual maturation of e-commerce, but also to once won by men's and women's wear B2C company also tentacles extended to the field of children's clothing. At present, the two most popular clothing B2C company where customers Eslite and McCaw are starting a business of children's clothing, the price and fashion is still a magic weapon for their siege. In addition, the survey of Chinese children's hot gold rush sentient beings phase, but also flash the international figure, the international brand extension of children's clothing categories have gradually entered the domestic market, such as Baby Dior, D & G baby, ARMANI Junior and so on. However, the most popular brands are also Adidas and Nike two world sports brand, which started only two or three years of children's wear children's shoes quickly occupy the market commanding height. Who owns the Nuggets password? On the eve of June 1 this year, the AICs across the country have released the children's clothing quality monitoring reports. For instance, the Bureau of Industry and Commerce of Guangdong Province found that the passing rate of children's wear was only 34.1%. Except for the unqualified children's wear, the internal quality was only 50% Less well-known brands are on the list. In a sense, this is also a true reflection of the status quo of China's children's clothing industry. Relevant data show that 50% of China's children's clothing market share is occupied by foreign brands, 70% of domestic children's wear enterprises in a non-brand status, at the same time because of the lack of a clear positioning, most companies quickly fell into the low level, homogenization and price war Competition among the mud. Made in China, the old problems, it seems that children's clothing and children's products industry continues. "Hot Kids" looks beautiful, but the brutality of reality has forced entry for each of the different paths to face the test of the market. The Haier involved in the field of children's clothing will also face such a test, targeting high-end children's clothing brand Haier brothers will prove its reliability in the future, as distinct from non-branded products, "chaos" impact. When the market is big enough for the capital to flock in and the fruit seems readily available, Haier faces the test of how well it specializes in running apparel and how it highlights the brand in the jaggedness of children's wear. Headquartered in Guangzhou, T100 parent-child children's clothing can provide some reference for later, called the Chinese children's clothing dark horse T100 Since its inception in 2003, T100 has always insisted high-end fashion brand positioning, not only one after another in Beijing Capital Airport, Shanghai Pudong Airport, Shenzhen Airport, Chengdu Airport and Qingdao Airport and other famous airports set up counters, but also in Beijing Lufthansa, Guangzhou Tianhe City and other cities in the layout of high-end shopping malls, with many international brands go hand in hand. Since the consumer demand in China's children's wear market has changed from the practical type that satisfies the basic life in the past to the fashion-type and some economically developed cities that pursue beauty, the demand for children's wear by consumers has become more and more trendy and branding. T100 keen to seize the immediate trend, and accompanied by parent-child education in the domestic popular 2005 fashion clothing in China's first fashion parent-child equipment, set off a family fashion trend. Related industry sources said that in the current context of China's children's clothing hot, Chinese children's clothing needs to find an accurate positioning and style, T100 parent-child children's clothing will undoubtedly bring us successful practices. In this regard, Dong Wenmei believes that "children's clothing hot" is the language behind the market, with various Corps gathered in competition, we become more rational and mature, but also to promote the domestic children's clothing market competition upgrade, children's wear brand management era Already arrived. "Please wait and see .China's market is too large, and perhaps all grades of enterprises can find their own position, but we Chinese children's wear brands to learn to become fashion and taste leader, rather than follow the trend of imitation, into a homogeneous competition circle." Appears in Dong Wenmei, green and high quality children's clothing will become the mainstream.