Children'S Clothing Market Should Practice Hard And Work Hard For Spring.

In 2009, the children's clothing market was hit by the "cold wave" of last year's financial crisis. It will usher in a new market challenge. More children's clothing enterprises are still unable to make a correct judgement of the future economic situation. Therefore, in planning this year's marketing strategy, the overall trend of children's clothing market this year is in a state of confusion.

From the recent trend of children's wear market, it is predicted that the children's clothing market will be affected by the unstable factors of the expected disposable income of the children this year. The demand for children's clothing will be reduced from the reduction in quantity or the decrease in brand grades to meet the children's clothing. The change of consumption demand will also affect the orderly and steady development of children's clothing market this year to a certain extent.

Take a look at the children's clothing market at the end of 2008 and early 2009. In 2009, the market of children's wear was lower than the selling price, and the competition became more and more intense.

Because of the impact of the global economic environment falling into a "trough", children's clothing market consumption and purchasing power has also been reduced. In the children's wear terminal market, many shopping malls have launched various forms of promotional activities to stimulate domestic demand and expand sales.

Compared with previous years, promotions launched at the end of each year generally start more than one month ahead of schedule.

More shopping malls in Shanghai started in November to attract customers and patronize customers. There are almost no interruptions on promotions on weekends, and the promotion frequency and promotion efforts are more encrypted and enlarged than in previous years.

At the end of last year, the "discount and coupon" promotional activities in the shopping malls of the downtown business district had been extended to the community business in the surrounding areas.

More shopping malls in the community have followed the promotion activities of the central business district, creating the momentum of stimulating domestic demand and giving back to customers, offering various preferential promotional activities, and patronizing customers who live in the region to expand their sales so as to enhance their business performance.

Under the situation of more severe economic situation, in order to stimulate domestic demand and actively expand sales, various promotional activities of businesses are becoming more and more intense, making children's clothing terminal market more competitive.

More shopping malls are competing for customers, using the marketing method of "spoil" price, activating customers' desire for early consumption, and satisfying the psychology of customers seeking cheap and practical benefits.

This stage of promotional activities, to a certain extent, has stimulated domestic demand and expanded sales. However, the sales of children's clothing in the Spring Festival market has been stable over the same period because of the planned purchase of customers during the Spring Festival in nearly 2 months.

The total demand for children will continue to exist. With the increase of children's consumption population and the change of consumption concept, the social demand of children's clothing will continue to maintain a certain proportion. Especially in the two tier cities, the development speed of children's wear market is concerned by many enterprises.

At the end of last year, the sales growth rate of children's clothing in many two tier cities was much higher than that in the first tier cities. According to the statistics of Shanghai Huaihai youth supplies company, the company's performance in children's clothing stores in the suburbs of Shanghai has maintained an annual growth rate of 25%-30%, and some children's wear brands have realized that in this market, the development space and growth potential of children's wear business are much higher than that of the primary market.

In the development of two tier urban children's clothing brand management activities, the establishment of its marketing channels should aim at the layout of sales terminals according to the local business environment and consumption habits.

If the department store is in a strong position in such a market, its children's wear shop has a weak vitality and is not suitable for developing exclusive stores. If local consumption habits like shopping in the exclusive stores, the department stores are in a disadvantaged position, and their franchised stores have strong vitality. The development of the stores in such cities is conducive to the improvement of the market share and the growth of their performance.

It can be seen that during the development of brand management in 2009, children's clothing enterprises should be good at seizing the development opportunities of the stores in such areas (cities). By integrating the advantageous resources inside the enterprises, grafting with the related terminal resources of the market, and developing and establishing new sales networks, improving the penetration rate of the brand market and expanding the sales scale of the brand, it is also an effective measure to actively and actively cope with the economic "cold winter" brought about by the financial crisis.

At this point, the sales of children's wear wholesale market went up against the market, and the information came from the Zhili children's clothing market in Huzhou, Zhejiang province. At the end of last year, the sales situation of the wholesale market of the children's clothing was better than expected. It was reported that the wholesale sales volume and sales volume of children's wear factories increased considerably, and unexpectedly became a bright spot in the children's wear market.

The reasons for this are as follows: (1) the wholesale market of children's clothing has also been upgrading product quality and enhancing brand management consciousness in recent years. By increasing product development efforts and brand image building, it has been market-oriented and constantly caters to low and middle consumption demands.

Because of its lower price and faster style refurbishment, it has strong attraction for consumers' three tier market and consumers in rural market.

Two) at the end of last year, the domestic economic situation was affected by the "cold stream" of the financial crisis, and more labor-intensive enterprises had not begun to lay off staff, and some of the migrant workers began to turn their own business after their unemployment.

Because these migrant workers have worked in cities for a long time, their ideology, business sense and employment concept have changed.

After a few years of working income, with a little cash accumulation, under the situation of economic depression and employment difficulties, they turned to a small store in their hometown, started a children's product store and started their own business, so that they could earn little money to support their families and take care of their families.

Like these entrepreneurs, they will go to the wholesale market and bring new vitality and development opportunities to the wholesale market. This part of entrepreneurs who start business in their hometown will also promote the commercial development of the rural market and the three tier market.

Under the threat of the global financial crisis, China's economic development environment will also be affected to varying degrees. Relatively speaking, it has a greater impact on the economically developed areas, but its impact on the economically underdeveloped areas is very small. Therefore, although the children's clothing market has also been affected by the "cold current" of the economic environment, the uncertain factors of the children's clothing business environment have increased, but there are still many business opportunities to be found. The key is to see how the enterprises take effective measures to deal with the challenges of the crisis and find a breakthrough in the predicament.

The year 2009 has arrived. In the new year, because the negative effects brought by the financial crisis have not been alleviated, where should children's clothing enterprises go in their development and operation?

The author believes that, first of all, we should establish the concept of "cold winter" which is not afraid of the economy. We should intensify our efforts in marketing internal strength in the market downturn, integrate and integrate internal and external resources, digest and reduce inventory, reduce operating costs, reserve forces and wait for market recovery. When the "spring" comes, there will be a harvest.

At present, in view of the new challenges faced by children's clothing market, children's clothing enterprises should do the following things.

First, establish the concept of not afraid of economic "cold winter", and practice hard marketing internal strength and financial crisis to make the market environment of children's clothing enterprises more serious. Under this background, every enterprise in the market game should face up to the economic "cold current" that is not being pferred by people's wishes, and can not choose and change it. But what we can do is how to adapt to the changes of the economic environment. Therefore, we should not shrink back and carry forward the spirit of "bright sword".

Positive response can make better development.

In the current economic situation, it is not only a test for the survival wisdom of enterprises, but also an opportunity for enterprises to enhance their resilience in the current economic situation. As long as we can go through this road, the last surviving and even rising enterprises are enterprises that are bold in innovation and bold in changing in crisis.

Therefore, in the situation of changing market and tight consumer demand, enterprises should start from hard marketing and management of internal strength, through brand culture molding and brand image maintenance, highlighting the characteristics of brand personality, strengthening the training of human resources, straightening out the relationship between franchisees, making good brand service, developing service functions for customers, providing whole process and omnidirectional service for franchisees, building brand management teams together, optimizing organization structure, improving product development ability, importing information management technology and developing convenient and fast logistics system, promoting the improvement of enterprise management level, and effectively controlling enterprise's operating cost, so as to enhance enterprise's market competitiveness.

If we can drill the above several internal skills into practice, we can see the effect of winter "tonic" in the "cold winter" season.

Two, compressed inventory cash is king. Every enterprise will backlog a certain amount of inventory in the course of operation. In the near future, because of the low market selling price, enterprises can handle the sale of inventory products accumulated over the years, so as to satisfy the customers' demand for cheap demand.

Secondly, we should combine the remaining stock fabric with the product development, select the target market in season and market sales, speed up the liquidity of stock fabric, turn the dead capital of stock stock into liquid capital, ease the dilemma of capital chain with cash, and reinvigorate the capital to new product development, and create new value by developing reproduction.

Three. Integrating the internal and external resources to spend the "cold winter" with the changes of the economic environment and the disorder of market competition in recent stages, children's clothing enterprises have entered the era of meager profits.

When the profitability of enterprises decreases, whether the resources effect of enterprises can give full play to their value is to consider the rationality and effectiveness of enterprise resource allocation.

Therefore, when integrating effective resources, we should manage the internal and external resources, tangible and intangible resources, maximize the value of resources, improve the efficiency of enterprise resource operation and enhance the profitability of enterprises.

In the near future, the best allocation of talents can be carried out according to the organizational framework of enterprises, the "bottom up" talents in the society, the introduction of suitable human resources and accumulation of talent reserves, and foreshadowing for future development.

In the enterprise brand management, we should integrate the upstream resources of the supply chain: fabric, accessories and production plants to reduce the cost of "difficulty". We should integrate the downstream resources and terminal network resources of the marketing chain, tighten or discard the terminal with no vitality and no achievement, develop a marketing network with potential growth and development space, effectively integrate the adjustment of terminal resources and sales network, and make preparations for the brand expansion of the economic recovery.

Wang Xiaonan: editor in charge