In a lot of people in the children's clothing industry, sighing business is getting worse, some adults loaded brand has massively entered the children's wear market. The new entrants to join the fierce competition in the children's clothing market intensified. Some international brands in the past just introduced the adult series of apparel in China, after receiving the recognition of the vast number of consumers, they have also brought their children's clothing series to China one after another. This cross-cutting are basically based on a certain foundation, that is, adult series of clothing to do more mature slowly after the birth of another branch. This is the case for Celine, Burberry, Adidas, Nike, Kenzo and others. Many of China's established brands have also joined this ranks, such as the recent momentum of the development of Barra Barra, as well as the previous period just entered the deer king brand. In response to this phenomenon, the reporter interviewed a number of senior employees in the children's wear industry, with their many years of experience in the children's wear market look at this phenomenon should be concerned about the content behind. How to treat this phenomenon China's 0 to 14-year-old children currently have 250 million, behind this huge figure is a huge spending power, which children's clothing market brand development is clearly not yet saturated. Therefore, the children's clothing market has now developed to the current state, has begun to enter the market segmentation stage, Celine, Burberry, Adidas, Nike, Kenzo and other brands to enter and develop precisely that the children's clothing market has this part of the space, such a large market space into Into the children's clothing industry may continue to appear for some time, and continue to develop. The resulting children's clothing market may be the situation is: more and more brands, but each brand market share is small. And for a long time to come, we will face another baby boom. After 80, we will gradually become parents. This generation's shopping concept is completely different from that of the 1970s. They will pay more attention to practicality that the post-1970s attach importance to Brand and brand value-added this part, so for the brand of children's clothing this is a good period of development. Speaking of this phenomenon, Bob Zhi North, general manager of marketing at Babu Bean, said: "The entry of adult brands is a good thing for the entire children's wear industry and we will spend more time improving ourselves. Categories into children's clothing, but also children's clothing brand business ideas is an expansion, for example, is now a relatively strong momentum of development of an adult brand extension of the children's clothing brand, mainly to the rapid development of second and third tier cities stores, has now developed to Thousands, such a rapid development of the number of children's wear industry to a great inspiration, many children's clothing brand began to shift the line of sight from the first-tier cities to the second and third tier markets, the potential of this market has been more attention. "And for some fabric features Adult accessories category into children's clothing, most children's clothing industry believes that the prospects are not optimistic, mainly because such brand product structure is often incomplete, incomplete product structure will not be able to support sales. This example is also in the children's clothing industry, for example, colored cotton children's clothing brand, is an example, they are not sold so far. Therefore, such products should be installed into children's clothing should be more cautious, otherwise it will outweigh the benefits. How to deal with the original brand but can not be avoided is that into the children's clothing brand into the clothing market intensified the competitive situation of children's wear industry. Adult wear and other brands extended into the children's wear market, the impact on the children's wear brand is still relatively large. Therefore, how to deal with each one in the children's wear industry need to consider the brand. For this phenomenon, Patrick Lvzhiyong, vice president of marketing, said Lv Zhiyong: "Parkland Dili for adults to enter the equipment is mentally prepared, of course, into the children's clothing brand and Parkland Emperor should first be a competitive relationship, but Parker Landi Wong will be an open mind to look adult brand into the clothing with the cooperation is also a way to try.This cooperation is actually a win-win cooperation, on the one hand to send Kelandi children's wear market for many years Market experience is adult brands do not have adult brand due to such cooperation to reduce the lack of access to new markets and the emergence of the other adult clothing market mature sales channels can also provide Parkland Lantau new opportunities to open up new markets . "No matter what the final goal of any business is to make a profit, the beginning is not profitable is acceptable, but continued unprofitable, is any clothing brand companies are unable to support, and finally may result in hard-working out of the market can not Do it in depth. However, into the children's clothing into the market is a trend, this phenomenon is common in the international children's clothing market. Children's clothing market is facing reshuffle Although the children's clothing market space is large, this series of phenomena will increase the difficulty with a single children's clothing brand enterprises to fight the market, multi-brand road and cooperation with adult brands for children's clothing brand is a good choice. Now the children's clothing market, single-brand development and multi-brand development of the situation there, the adult brand to the children's clothing market is an extension of the market segment process, all children's clothing market to enter the brand has a reasonable positioning, first-tier cities brand And into the second and third tier cities, the brand positioning is different, it is impossible to take all the market brand. Patrick Crane's Vice President of Marketing Lv Zhiyong said: "The development of the children's clothing market point of view, a single brand is difficult to become bigger and stronger, the length of the ruler has become somewhat short, the development of children's clothing group is the children's clothing market, the final pattern. Children's clothing industry has also begun to have the capital to enter, no doubt capital can make the process of children's clothing group to speed up, but also need good items and good trader to do this.Overall, the adult loading market into the children's wear market is the trend , This entry will lead to a new shuffling process for children's wear business crisis and opportunities coexist. "We have some enlightenment from the views of veteran children's wear industry, adults loaded into the market now, in the future also Will continue, so children's clothing brand to face this phenomenon, while this will have an impact on the children's wear brands, but the positive factors are still many, will be the progress of the entire children's wear industry is a promotion, then children's wear brand enterprises We should face this phenomenon with an open attitude, see the development opportunities behind this phenomenon, and seize the opportunity to strive for more development of.