Fast fashion brand giant fine children's clothing market

China's children's clothing market segment is in the growth stage. With the post-80s and 90s entering the peak of marriage and childbirth, the domestic baby boom has ushered in 2012. In 2014, the “separate second child” population policy was fully launched nationwide, providing new growth for the development of children’s clothing business. Quantity market. With the continuous increase in household spending power, the children's wear market has entered a rapid growth period, and the growth of middle-end children's brand apparel focusing on quality, professionalism and fashion has become even more prominent.

Summa clothing is undoubtedly one of the best.

In 2013, the performance of Semir apparel rose, and Senma frankly stated in his financial report that it was precisely because of the “children's clothing business development has promoted sales growth” and other reasons. Senma builds a children's business cluster by implementing a multi-brand strategy. The same is Meibang clothing focused on fast fashion, but also overweight children's clothing business. In its annual report last year, it clearly stated that “Accelerating the development of the children's clothing business will be accelerated. In 2014, the company will first create an online and offline omni-channel model for two children’s clothing brands”.

Senma's efforts to build a children's business cluster At the 2014 China International Clothing & Accessories Fair (CHIC 2014), Senma Group's children's wear brand Balabara focused on presenting its new collection of spring and summer 2014 products. Balabala children's clothing brand was founded in 2002, its products have fully covered children's clothing, children's shoes, accessories with 0-16 years old.

This time Balabala specially joined hands with the group's new fashion brand mongdodo and infant and toddler brand Mini balabala. This was the first time that Senma’s three major children’s wear brand groups made a public appearance. This debut reflected Senma's layout in the children's wear business: implementing a multi-brand strategy and building a children's business cluster.

Barbara said that the Mini balabala brand launched in the fall of 2013 is an important high-end children's wear brand under Semir. It was created to compete with international brands. This new brand is currently mainly targeted at 0-3 year old infant users, and will expand the product line to 0-7 years in the next few years.

Another new brand is mongdodo, which is positioned as the world’s first children’s fashion brand and showcases a wide range of fashion footwear, fashion accessories, and creative products. The person in charge said that mongdodo is an important part of the Sumado brand's operating model. Its age level is targeted at infants and young children. It aims to focus on creating the country's first one-stop child fashion collocation center. Senma also further clarified the children's clothing channel structure and channel promotion direction. Mongdodo's current operating system is based on the popular European and American shoe distribution stores integrated stores model, this model is still the first in the country, is also a very innovative domestic children's clothing sub-industry a terminal channel model.

According to the Sima Clothing & Accessories Annual Report 2013, from the perspective of income composition, Balabala children's clothing reached 2.5 billion yuan, gradually increasing its share of total revenue from the original 1/4 to 1/3, and its profit contribution was close to half. Summa Garments achieved operating revenue of RMB 7.293 billion in 2013, of which the main business income was RMB 7.218 billion, up 3.20% over the same period of last year, mainly due to the rapid growth of children's clothing, achieving a main income of RMB 2.535 billion, an increase of 19.90% year-on-year; Apparel was affected by industry competition, increased channel costs, closure of non-profit stores, and other factors. The main business income was 4.683 billion yuan, a year-on-year decrease of 4.04%.

Senma Garments believes that promoting the cultivation and growth of new brands and gradually expanding the scale will become a new source of growth for the business division.

Its approach is to strengthen the construction of new brand operation standards for Mini balabala, mongdodo and sarabanada, increase the profitability of single stores, develop a new brand independent supply chain system, and promote the simultaneous development of offline and online development.

In addition, Semir made it clear that it is necessary to develop brand promotion and dissemination around terminals. In 2013, Semir invested an animation "Happy Dreams," and developed a "Dream and more towns" cultural creativity (creative shops) industry, with the dream of a lot of small towns investment construction and investment, development, indirectly on the company's children's clothing business development Good.

The state-of-the-art O2O omni-channel model started by the American children's wear brand compared with Sunma. The company started late in the children's wear business. Currently, the company owns the ME&CITY kids brand and the independent children's wear brand MooMoo launched in 2011.

The success of Senma Children's Wear also stimulated the future of Midea to develop its children's wear brand.

The two brands of Meters/bonwe and ME&CITY in the two brands of Meibang Fashion accounted for more than 90% of the company's sales. Smith Barney has a total of 4,880 stores, including about 1,000 directly-operated stores and the rest are franchised stores. As of the end of 2013, the ME&CITY brand has more than 400 stores, including about 200 ME&CITY kids brand stores.

In recent years, ME & CITY kids have developed in the first-tier and second-tier cities with their exquisite fashion, comfortable and quality product positioning and the unique brand image of Chaochao style. At the same time, the experience accumulated by the ME&CITY kids team over the years has also provided strong support for the development of the Moomoo children's clothing brand.

According to the annual report of Smith Barney's 2013 annual report, its operating income continued to decline, dropping 17% year-on-year. However, the inventory situation improved significantly, falling by 430 million yuan from the beginning of the year. In 2014, in order to achieve a recovery in performance, the company established three major tasks: continuous optimization of the shopping experience, deepening O2O operations, and comprehensive development of the children's wear business.

In March of this year, the performance of the 2014 Fair Orders of Smith Barney was reversed. The orders of the two flagship brands Meters/Bonwe and ME&CITY exceeded 80% of franchisees, and 10%-20% of franchisees achieved double digits. The number of ME & CITY franchisees recorded an increase of 100% year-on-year. According to the data, orders for ME&CITY Kids Brands ME&CITY Kids grew by more than 100%, and MooMoo Children's Wear increased by more than 200%.

Meibang apparel autumn and winter products accounted for a significant proportion of the company's revenue. The sharp rise in the amount of orders in the fall of 2014 showed that the company’s participation in channel inventory for fall and winter products was basically completed. This time, the significant positive growth in the amount of orders in the autumn will benefit the company's performance in the year.

On March 30th, Meibang Fashion opened the world's first full-brand integrated store in Chongqing to open its doors, marking the company's comprehensive launch of the O2O model and increased brand penetration in second and third-tier cities.

The total area of ​​this integrated store is more than 4,000 square meters, including its four brands Meters/bonwe, ME&CITY, ME&CITYKIDS, and Moomoo. Zhou Chengjian, chairman of the US state, said in an interview: “In the future, we will increase our penetration in second and third-tier cities. In Chongqing, Sichuan, and Xinjiang, we plan to open 30 to 50 O2O brand-name experience stores this year.” Zhou Chengjian According to the disclosure, the company began implementing the O2O model in stores since last October. As of now, it has launched six experience stores in Chengdu, Hangzhou, and Guangzhou. “We invested nearly ten million yuan in the all-brand integrated store built in Chongqing, which is the upgraded 2.0 version of the experience store.”

The promotion of the development of experience stores through steady development is driven forward by the development of the company's first franchise store, which will be completed by the end of May. Internally, the company has completed a comprehensive revision of its own e-commerce platform, state-purchase network. After the revision, the state-owned purchase will realize full-color full-quantity and full circulation of products on May 1st.

This year, Meibang Apparel will firstly create an online and offline omni-channel model for two children's wear brands. With the help of the state purchasing network and O2O business model, the company will actively expand its presence including brand integrated stores, shopping malls, shopping malls and various types of franchise stores. .