To form "vanguard children's living hall" with pure military children wear

According to the "China Children's Wear Industry Market Research Report 2005" provided by the China Garment Association, China currently produces 4.6 billion children's clothes per year, accounting for nearly 10% of the country's total clothing output, including 1.6 billion children's wear and 3 billion children's wear. . A total of 2.1 billion children's clothes are consumed in China. The annual consumption of children's wear in the country is about 40 billion yuan, accounting for nearly 7% of the total apparel consumption in the country and 3% of the total consumption of children's wear in the world.

Pure children's wear, women's wear, and men's wear

It is expected that in the coming years, with the increase in the number of births per year and the acceleration of socio-economic development in China, the children's wear market will be further promoted into a new round of development. There are about 314 million children under the age of 16 in China, accounting for about one-fourth of the country's population, of which nearly 100 million are in cities and more than 200 million in rural areas. At present, there are 135 million primary school students and 57 million junior high school students, of which only 34% are single-children. By 2010, the number of newborn babies will reach the peak, and China will form a huge consumer market for children. Coupled with the increase in people's income levels, especially the increase in urban and rural spending power, will also drive the growth of children's wear market demand. The broad development prospects of the children's wear market indicate that the children's wear market will become a new economic growth point for the apparel industry.

However, at present, China's children's wear brand is really worrying. Most children's wear enterprises are at the initial stage of brand promotion. The company itself is still trying for brand building and development, resulting in 70% of the children's wear market being unbranded. At present, the competition in the children's wear market is mainly concentrated in quality, price, etc. With the homogenization of products intensifying, the vicious price war will inevitably lead to disorder of the industry's price system, which is not conducive to the development of the children's wear industry. This shows that the development of the brand economy is the only way to revitalize China's children's wear industry.

In this context, successfully created the first clothing brand with well-known Chinese brands in Guangdong Province, China's famous brand, national inspection-free products, and nearly 4,000 exclusive stores in China and abroad, with annual sales of over 30 million yuan. Dongyue Garment Co., Ltd. is integrating various internal resources, launching a pure brand, judging the situation, and making a strong entry into Chaoyang's children's clothing industry, launching a pure children's wear brand.

The author learned from the brand responsible person and planner Mr. Xie Aiming of Dongyue Garments Co., Ltd. Children's Wear Department:

Differentiated positioning with pure children's wear brand

Brand Positioning

YISHIONKIDS - The first children's wear brand with pure children's wear and setting up the concept of "China Pioneer Children's Living Hall".

Brand interpretation

The logo of pure children's wear consists of the combination of pure English and children's clothing English cartoons. It represents the extension of pure brand culture and the vitality of flourishing development. The LOGO standard color consists of four colors: red, green, sky blue and orange. The red ones represent the boundless imagination of the eyes; the green ones represent nature, environmental protection, and health; the sky blue represents infinite care, purity and innocence; the orange represents sunshine, vitality, and fashion. LOGO's overall dynamics, cartoons, and fashion reflect the innocence of children and young children, bringing young children and children into a new and colorful world, and embodying a carefree, unrestrained, healthy, and self-conscious lifestyle.

Brand Culture

With pure children's clothing to continuously develop and display the outstanding imagination and expressiveness of the "avant-garde children", shaping a new lifestyle for children and young people is a cultural mission.

Brand personality

I decide the future.

Core advertising language

My world, my wonderful

My future, I call the shots.

Brand appeal

The idea of ​​"vanguard children's and children's living hall" is advocated in pure children's wear to promote the self-needs of children and young children in daily life and to interpret a new life style for children and adolescents.

Brand core values

Guide the world's children's living museum culture.

The store's leisure culture that integrates green and consultant services.

Pure children's clothing brand positioning

Product development

Dongyue Garments Co., Ltd. Design Department has more than 100 high-quality professional designers from Europe and the United States, Japan and South Korea, Hong Kong and mainland China. Most of them have served famous brand clothing all over the world. They are rich in literacy, keen sense of art, and design concept. They have the experience and talent of integrating information, kneading and culture.

Quality tube

Dongyue Garment Co., Ltd. established and improved a complete raw material procurement and product quality inspection mechanism. The company invested 20 million yuan to establish a quality inspection center, and has the world's most advanced textile testing technology equipment. It not only undertakes the company's quality inspection, but also faces the society and undertakes the textile quality inspection projects designated by the relevant national departments.

Pure children's clothing is strictly in accordance with the national environmental protection and health standards to ensure quality, to ensure that children and children wear health, environmental protection and comfort.

Product appeal

Age: 3 - 5 years old 6 - 9 years old 10 - 16 years old

Positioning: high-grade

Target: Pioneer Children

Product Categories

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Strong product

Spring and summer clothes: T-shirts, trousers, skirts, cardigans, shirts;

Autumn and winter clothes: jackets, pants, sweaters, skirts, cotton, down;

Accessories: casual shoes, underwear, socks, backpacks.

Targeting pure children's clothing store

Pioneer Children's Living Hall Concept

“YISHION KIDS—A Pure Kidswear” specialty store is a spacious, bright, and unique terminal store that stands out from the ordinary store floor. Realize the ideal one-stop shopping environment for the first independent brand in the children's wear field, embody the daily life habits of young children and children's free shopping, care about the healthy growth of children and children, pay attention to the direction of daily life of children and young children, study the psychological needs of children and children, and create pure The Pioneer Children's Life Museum has a leading position in the concept brand.

Personal life hall

"YISHION KIDS - with pure children's clothing" shows the personality is "the future I call the shots." Each year, we will cooperate with the best color experts in the world to publish the latest seasonal elements in primary and secondary schools, kindergartens, well-known websites and terminal stores. At the same time, we invite internationally renowned apparel and apparel consultants to train terminal clerk to continuously deepen the free collocation skills. In the pure children's clothing store for children and children to provide self-dressing with the road, wear confidence, wear self. Guide children and children to freely and independently collaborate with the products they need in the store, and display their own individual lifestyles.

Green Life Hall

“YISHION KIDS—Pure children's wear” grafted on the new international concept of “green store” to promote a healthy, natural, environmentally-friendly and comfortable shopping environment in terminal stores, from the decoration of living halls, the configuration of props, the color of light, and then The display of products, the creation of a musical atmosphere, and the high-quality shopping services of guides reveal a green, natural and relaxed concept.

Cultural Life Hall

The most valuable service is for children to feel the charm of brand culture with pure children's clothes, and to easily swim in their own shopping paradise.

From here, we can clearly see that successful companies and successful brands have very different brand strategic positioning. At the same time, we have also seen the direction of standardized development of children's wear brands and laid the foundation for the development of the children's wear industry.

Liu Yang, an internationally renowned clothing designer and consultant to Dongyue Garment Co., Ltd., said: “The branded children's wear design is not only the design of styles and designs, but also the fabric used should be healthy, environmentally friendly and comfortable. It is more important to follow the children’s psychological characteristics and meet the daily needs of children. Functional design of life rules and physiological requirements."

As a cultural carrier, clothing is increasingly understood by people as a kind of cultural consumption. Children's clothing has a subtle influence on the physical and mental health of children and young children, and has a specific supporting role for early childhood education. Good brand children's clothing not only provides children with good clothing, but also creates a good lifestyle for children.

Chairman Guo Donglin said: "Our ideal is to build the company into one of the world's leading fashion groups and to build purely into a diversified international brand."

The "Vanguard Children's & Children's Life Center" advocated by pure children's wear is intuitively embodied in terminal stores, creating a spacious, comfortable and unique one-stop shopping platform for consumers, and conveying the life hall through unique store design and powerful humanistic concepts. concept. In the overall style, the elements of the selling points of many international hypermarkets are integrated and the visual effect is strong. Through the rendering of three-dimensional lighting, playroom windows, special edition accessories, creative POPs, etc., as well as an array of goods, the shop displays the image of a stylish, personalized living hall in pure children's clothing. With pure children's wear will continue to enhance the brand development connotation, with cultural power to promote marketing power, through the "life hall" unique image, unique products, unique services and unique ideas interpretation of a new way of life for children.

Recalling that the children's wear industry in China was a stormy trend yesterday, the rapid development of local children's wear in China has begun. In particular, companies with mature brand operating experience and solid capital have prompted the market restructuring and industry restructuring in 2006 to become an opportunity period and key for business development. The period will lay the foundation for the company to stand out in the first round of reshuffle competition. In the next ten years, the consumer demand in the children's wear market will show a steady upward trend.

Jiang Hengjie, executive vice president of the China Garment Association, told CIEN reporters that children's wear enterprises should change their original development model, insist on the market to guide the development of the industry, break single marketing methods, control the increase of business costs, and fully pay attention to the needs of children in the marketing process. Accurate positioning, dislocation competition, and integrity management can sustain development.