Recently, a message in the Chinese apparel sector waves again: Haier Group and Xiamen Huarong Group jointly announced that as of March next year, they will launch more than 3,000 Haier brothers children's products stores. According to reports, Haier and Huarong Group will jointly launch a new Haier brothers children's clothing, children's shoes and stationery, toys and other accessories, including a series of children's products. Both the brand positioning in the high-end, the goal is to build China's first brand of children's products. According to high-level introduction of Haier Group, at the beginning, Haier invested in building animation cartoons, "Haier Brothers," the cost has reached more than 6000 million. Therefore, as early as a few years ago, Haier Group tried to "Haier Brothers" as the image of the development of the domestic children's products market. All along, Haier Group is taking a diversified course, but more in the field of home appliances, high-tech display their fists. Recently the extension to the children's wear industry, no doubt people have a question: exactly how much profit margins children's clothing industry? The final piece of Chinese clothing in the "China Children's Clothing Market Outlook 2009-2012 Forecast Report" shows that China will enter the fourth peak of birth, the number of newborns to enter the peak by 2010. Baby Boomers bring with it the full eruption of the baby economy. 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 in 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, general manager and chief design officer of Guangzhou T100 Parenting Company, believes that the Chinese people have the basic necessities of life, "clothing" in the first place and children's clothing undoubtedly are the sunrise industry. The children's wear covers the age group of 0 to 16 years of age all the dress. By age group can be subdivided into baby equipment, children's clothing, children's clothing, children's clothing, children's clothing, children's clothing and so on. Segmentation of the trend, so that children's clothing market potential can be predicted. In May this year, the data on women's wear, men's shirts, men's suits, children's clothing, leather garments and women's shoes compiled by the Beijing Business Information Center showed an overall upward trend in the average daily retail sales of women's wear, children's wear, men's shirts and women's shoes in the current month , Of which the average daily increase of children's wear was 35.28%, the highest in the 6 categories of apparel. The rise of children's clothing in the fashion industry is not surprising, Haier's new move is not surprising, the industry has long been circulating the "children's clothing is the last piece of Chinese clothing," saying. Peripheral companies have to test the water A global financial crisis is undoubtedly the cause of many industries change. 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 categories filled with competitive smoke everywhere, and with the deepening of the financial turmoil, whether it is a local brand or international brand, Whether it is a variety of marketing channels, competition and elimination are more tragic than ever before. By the end of June this year, 361 ° of domestic sports brand listed on the Main Board of the Hong Kong Stock Exchange raised about 1.81 billion Hong Kong dollars, some of which was for the children's wear business to be launched next year. The well-known local adult clothing brand in this "children's clothing hot" also played an important role, such as seven wolves, Cornell's three water, Anta and other brands. The gradual maturity of e-commerce, but also to once won by men and women in adult clothing B2C company will tentacles extended to the field of children's clothing. At present, the two most popular clothing B2C companies - where guest Eslite and McCaw were children's clothing business started, the price and fashion is still their magic to the city a little bit. In addition, looking through all the Chinese children's clothing gold rush living beings, the international figure also constantly flashed, such as Baby Dior, D & G baby, Armani Junior one after another to enter the domestic market. However, the most popular market response is Adidas brand and Nike these two major international sports brand, which started only two or three years of children's wear, children's shoes project has quickly occupied the commanding height of the market. Is "pie" or "trap"? 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 pass rate of children's clothing sampling examination announced by the Guangdong Provincial Bureau of Industry and Commerce was only 34.1%. Apart from the unqualified children's wear, the internal quality was only 5 Into which many well-known brands have been included in the "blacklist." Although this is only a routine examination by the relevant departments before the annual Children's Day, every shocking result always draws widespread public opinion. This also shows the true status quo of China's children's clothing industry in a certain sense. The "hot children's wear" looks beautiful, but the cruelty of reality is something that the entrants of each different path have to face in the future. Traditional Chinese apparel companies will brand and product line extends to children's clothing, children's shoes, this will be their handy battlefield it? Haier carrying China's most brand name of the first cross-industry into this area, it can have Adidas, Nike children's clothing on the market soaring trend? And where Eslite, McCall and other B2C, or C2C on Taobao, their low-cost, fast fashion strategy of online marketing strategy, whether the children's clothing market still works? "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 the vicious circle of homogenization. Appears in Dong Wenmei, green and high-grade children's clothing will become the mainstream of the future market. Headquartered in Guangzhou T100 parent-child children's clothing called the recent Chinese children's clothing industry, a dark horse. Since its launch in 2003, the brand has always insisted on high-end fashion brand positioning, not only have set up many counters in the domestic airport, but also in Beijing Lufthansa, Guangzhou Tianhe City and other high-end shopping malls laying terminals, and many international children's clothing brand war. "A children's clothing sold for 300 yuan is the bottom line of consumer psychology, but the price of adult clothing is also very common 800. Our price is generally set between 100 yuan to 1,000 yuan, so many consumers said China's luxury children's wear. "Dong Wenmei told reporters T100 pricing strategy. "Children's clothing hot" has the language behind its market, with various Corps gathered in competition, the brand will be more rational and mature, but also to promote the domestic children's clothing market competition upgrade. Children's brand management era has arrived.