不可否认，国内服装行业在2012年的发展中遇到了较大困难。作为该行业重要组成的童装业亦未能独善其身。有童装企业家认为，虽然现在行业发展遇到困难，但毕竟还是在发展中，就看你对困难和发展怎么去想。的确，既然困难不可避免，那么企业就要学会冷静对待，总结经验教训，把握好自身发展方向。
中国服装协会常务副会长陈大鹏在今年举办的“中国十大童装品牌企业家沙龙”上表示，在中国做童装拥有全世界最好的产业链和最大的市场，前景是可观的，最核心的问题是如何在下一步进行创新。他指出，中国童装企业要考虑如何在原有产业基础上从采购，设计、生产、销售过程中进行创新，如何构建新时期的发展新优势，从成本规模扩张走向价值创造。
童装产业发展现状
目前，中国拥有童装企业逾万家，产业集群主要分布在广东东莞、浙江湖州、福建泉州、河南安阳、四川成都等地，童装年产量约50亿件，其中国内销售约20亿件，销售总额约1000亿元。
对于已经过去的2012年，总结童装行业的发展状况，可以发现其呈以下特点：
一是国内外市场需求疲软，增长趋缓。2012年以来，我国服装总体出口数量连续数月负增长，出口金额增速持续下滑，童装出口的下降趋势更为明显。以梭织婴儿服装及附件为例，2012年1—9月，出口数量和出口金额均呈现了两位数的负增长，其中出口数量同比下降了29.87%，出口金额同比下降了19.04%。
国内市场童装消费在经历几年的高速增长后，从2010年底开始增速趋于平稳，但稳中略降。根据中华全国商业信息中心对大型零售商业企业统计显示，2010年10月童装销售依然保持10%以上的增长，而2010年12月童装销售量同比增长7.28%，到2011年底童装销售量增幅降至4.30%，2012年1—8月童装销售量增幅仅4.05%。与此同时，各类服装销售数量累计增幅仅为0.53%。在中华全国商业信息中心统计的13类服装产品中，6类产品销售出现高于2%的负增长，4类产品销售仅为1%左右的正增长，仅两类产品销售增幅超过4%，童装内销可谓“一枝独秀”。
二是国内竞争格局生变，市场深度细分。经过一段时间的发展，童装行业竞争格局相对稳定，从地域、档次、风格类型等多层面形成的品牌梯队已经初显。但随着消费需求的变化，竞争日趋复杂化，竞争格局已悄然发生变化，市场竞争压力加速了童装市场深度细分时代的来临。这种市场细分不仅仅局限于年龄、档次、地域，还表现在性格、喜好、功能等方面。市场细分创造了新的市场机会，也打破了原有竞争格局，收窄了每个品牌的市场空间。根据中华全国商业信息中心对全国重点大型零售企业的统计显示，2011年童装销售前十位的品牌集中度不到30%，同比下滑了1.73个百分点。
事实上，受外部宏观大环境的影响，现在整个中国制造业都面临着较大的困。国内童装产业面临的环境、发展条件、产业发展要素、消费者也都在发生深刻变化，中国童装产业的确走到一个该转型的阶段。
三是传统赢利模式受到挑战，新型营销模式多样化。当前，在原材料、劳动力成本的刚性上涨和商业成本不断上涨的压力下，童装企业的赢利模式受到了严峻挑战，很多品牌和企业正在通过创新营销模式来创新赢利模式。除了传统的百货商场、品牌专卖店、用品连锁店、大型生活馆，一些创新的营销模式正在逐渐被消费者接受，大有快速增长的趋势。如线上线下相结合的网络营销、动漫与卡通营销、公益活动营销、多品牌组合营销等多种新型营销模式，其市场效应正在逐渐显现。
就网络营销来看，2012年，国内著名童装品牌水孩儿开始发力电子商务。董事长曹胜奎表示：“为了把握这两年电子商务崛起的市场机会，我们从多方面进行了详细的调研和规划。经过与线上线下竞争对手的比较，水孩儿决定从2012年开始下大力度开展电子商务。”他还认为，实体店长久以来的口碑打消了顾客的购买顾虑，网络店开辟补充了实体店的地域局限。随着网络建设的普及、4+2+1家庭模式(四个老人、父母供养一个孩子)的出现，以及城镇差异化的缩小，品牌童装，尤其是网络经营的发展空间较大，可作为童装品牌发展终端网络建设的主攻市场，为品牌经营发展和提高品牌市场占有率夯实可持续发展的基础。
四是销售渠道双向化扩张，品牌突围稳步推进。中国城镇化速度加快，中小城市童装消费品牌化意识正在加速形成，二、三线甚至四线市场的消费升级趋势明显。在一、二线市场具有较高知名度的国内自主品牌在三、四线市场实现销售渠道的快速下沉和密集渗透更具优势，已有一、二线童装品牌开始在三、四线城市布局。与此同时，一些在三、四线市场有一定基础的品牌开始利用多种渠道、多种手段来渗透一、二线市场。
童装产业发展趋势
一是行业格局逐渐变得立体丰满。产品细分、品牌定位、营销模式、市场渠道和业态等各条路径层层细分，将使童装行业从扁平逐渐发展到立体，既有各种营销模式、不同规模、从事各个细分行业的横向产业链条，又有领军品牌企业集团、区域市场品牌、加工型企业、产业集群等纵向链条，资本、设计、专业市场和营销团队穿插其中。
二是多品牌、集团化发展趋势。随着国内童装市场的深度细分，多品牌集团化的可持续发展已成趋势，在全国甚至全球范围内实现对童装上下游各种资源的高效整合和有效管控，才能在不断细分的市场中保有更高的市场份额。同时，中国童装品牌也将获得更多样、更广泛的商业发展机会，品牌集成店、SPA模式、买手电商等更“商业化”的企业将随之产生。
以品牌集成店为例。在今年举办的“中国十大童装品牌企业家沙龙”上，北京派克兰帝有限责任公司副总裁罗杰凡表示，大家联合以集合店的模式发展，会在商场获得比较大的面积，相关费用也会降低，所以集成店模式一定要考虑。“不仅是百货商场，在一些重点城市的主要街道也可以开类似的童装品牌集成店。”湖州今童王制衣有限公司董事长濮新泉认为，渠道成本的上升是不可逆转的事实，电商平台、街边店，mall的租金也会不断上升。“品牌集成店模式已经在市场上出现了能够成功，能赢利的样板，应该是未来童装品牌发展的重要渠道之一。”
三是现代化、资本化发展趋势。近年，越来越多的童装企业融入现代企业管理理念，执行现代企业管理制度，以数字化、智能化、信息化的管理理念重新定义企业的生产和运营，一些较先进企业的资本构成也已经实现或正在朝着“产业资本+商业资本+金融资本”方向发展。未来行业集中度将进一步提高，集约化发展趋势将更为明显。
四是产业集群转型，科学发展。随着市场竞争的不断加剧，产业集群发展面临来自国内外市场和自身竞争力等方面的严峻挑战，转型升级迫在眉睫。产业集群转型升级将以专业化、市场化的公共服务平台建设为手段，鼓励企业进行产品创新、技术创新、管理创新、营销模式创新，引导产业链延伸和高端化发展，形成大中小企业兼备的、以协作与分层竞争为主要特征的新兴竞争合作体系。
比如，浙江省湖州市织里镇因童装而闻名，是国内的中国童装名镇。目前，织里镇拥有童装类企业13479家。童装规模企业23家，拥有一只中国十大童装品牌。织里镇积极打造平台集群发展，在全市率先采用工业用地拍卖形式，统一规划建设了童装精品园、童装科技园和童装创新园等三大产业园区，吸引了本地和国内近百家童装企业进驻园区，逐步形成“家庭作坊-精品园区-工业规模园区”的阶梯式集群发展格局。
下一步，织里镇在加快产业结构布局升级方面，将发展几家超大型企业，成立一批工贸合作企业，引进一批知名企业，培育一批外贸企业，升级一批配套企业。
There is no denying that were encountered in the development of the domestic garment industry in 2012 more difficult. The children's wear industry as an important component of the industry are not immune. Children's clothing entrepreneur believes that, although difficulties of the industry development, but is still in development, development depends on your difficulty and how to think. Indeed, the difficulty is inevitable, then companies will have to learn to keep calm, lessons, take its own direction of development.
China National garment Association Chen Dapeng, the Deputy President of this year's "top ten children's clothing brand entrepreneurs Sharon" said, China has the world's best children's wear industry chain and the largest market, prospects were considerable, the core issue is how to innovate the next step. He noted that the Chinese enterprises to consider how in the original children's wear industry from procurement on the basis, innovation in the design, production and marketing process, how to build a new era of the development of new advantages, from the expansion cost to value creation.
Children's wear industry development
Currently, owned children's clothing business in China more than thousands of families, mainly of industrial clusters in Dongguan, Guangdong Province, huzhou, Zhejiang, Fujian Quanzhou, in Anyang, Henan province, Chengdu in Sichuan province and other places, children's annual output of about 5 billion, with domestic sales of about 2 billion, with sales of about 100 billion yuan.
For 2012 already past, summarizing the development of children's wear industry, you can see that is characterized by the following:
First, weak market demand at home and abroad, growth slows. 2012, the Chinese clothing overall export volume for several consecutive months of negative growth, exports growth falling, downward trend in children's clothing exports is even more apparent. Woven baby clothing and accessories, for example, 2012-September, export volumes and export sales showed double-digit growth, with export volume fell 29.87%, exports fell by 19.04%.
Children's clothing consumption in the domestic market after several years of high growth, starting from the end of 2010 growth flattens, but steadily reduced slightly. Basis for large retail enterprises of China national commercial information center statistics show that growth over October 2010 children's wear sales remained 10% in December 2010 and children's clothing sales rose 7.28%, until the end of 2011, children's clothing sales growth dropped to 4.3%,2012-August children's clothing sales increase of just 4.05%. Meanwhile, the cumulative increase of only 0.53%% change of clothing sales. China national commercial information center statistics in 13 categories of garment products, 6 product sales growth above 2%, category 4 products are sold only for positive growth of around 1%, only two categories of product sales increased more than 4%, children's clothing sales is the "enjoying the show."
Then b is a domestic competition, market segmentation. After a period of development, children's wear industry competitive situation is relatively stable, in terms of geographical type, grade, style forming of multidimensional brands such as Echelon had started to bear. But with the changes in consumer demand, an increasingly complicated, the competitive landscape has quietly changed, market competitive pressure accelerated the coming of age for children's wear market depth segmentation.This market segment is not limited to age, class, geography, but also in terms of their personality, preferences, capabilities. Market segmentation creates new market opportunities, also broke the existing competitive landscape, narrowing the market space of each brand. According to the China national commercial information center focusing on the national statistics of large retail enterprises, 2011 children's clothing sale top brand concentration is less than 30%, fell to 1.73%.
In fact, under the influence of the external macro-environment, now China's manufacturing industry as a whole faces a larger storm. National children's wear industry facing conditions of environment, development, industry development factors, consumers are also in the profound changes, China children's wear industry is going into a transformation phase.
Third, pose challenges to traditional revenue model, new marketing model diversity. At present, the higher rigidity of the labour costs in raw materials, and under the pressure of rising business costs, profit model of the children's clothing business has been severely challenged, many brands and businesses through innovative marketing mode is to create a revenue model.In addition to traditional department stores, brand stores, supply chain, a large living complex, innovative marketing model is increasingly accepted by consumers, fast-growing trend. Combination of online marketing, network marketing, animation and cartoon activities combined marketing and other marketing, brand new marketing model, its effects are gradually emerging.
Network marketing, in 2012, the famous children's clothing brand water boy started with e-commerce. Cao Shengkui, Chairman, said: "in order to grasp market opportunities in the two-year rise of e-commerce, we undertook a detailed survey and planning from various aspects. After comparison with online competitors, the water boy decided to start from 2012 strongly in developing e-commerce. ”He also believes that the store's established reputation concerns dismissed customers ' purchasing, Internet shop opened complementary store geographical limitations. With the universal, 4+2+1 of network-building model of the family (four grandparents, parents raising a child) appeared and towns the difference narrowed, brand children's clothing, especially network operators more space for development, can serve as a main task of children's clothing brand development network construction of Terminal market, brand development and brand market share consolidate the foundations for sustainable development.
Four is the sales channel of bidirectional expansion brand breakthrough progress. China's urbanization speed consumer brand awareness is accelerating the formation of children's wear in small city, two or three or even four-wire market consumption trends clearly. In one or two lines of domestic brands has a high reputation in the market in three or four fast sinking line sales channels and an intensive penetration better position, there are one or two line children's clothing brand started in the urban layout of three or four lines. Meanwhile, the market in three or four lines have a certain brand began using a variety of sources, based on the variety of instruments for market penetration of one or two lines.
Children's wear industry development trend
Is the situation becomes increasingly full stereo. Products subdivision, and brand positioning, and marketing mode, and market channel and industry State, all section path layer Layer subdivision, will makes children's clothing industry from flat gradually development to stereo, both various marketing mode, and different scale, and engaged in all subdivision industry of transverse industry chain, and has leader brand enterprise group, and regional market brand, and processing type Enterprise, and industry cluster, longitudinal chain, capital, and design, and professional market and marketing team interspersed which.
Secondly, multiple brands, group development trends. With the depth of domestic children's wear market segment, sustainable development has become the trend of the multi-brand group, on a national or even global scale to achieve the integration of children's clothes and raw materials on a variety of resource efficiency and effective management and control, to continue to maintain a high market share in the segment of the market. At the same time, Chinese children's wear brand will also get more varied and more extensive commercial development opportunities, shops, SPA pattern, buy a torch brand integration such as "commercialization" of enterprises will be produced.
Integrated shop by brand, for example. This year's "top ten children's clothing brand entrepreneurs Sharon", Beijing Vice President Luo Jiefan Parker frontier limited liability, we United to shop the collection mode of development, will get larger in the Mall area, related costs would also be reduced, so integrated shop mode must be taken into account. "Not only is the Department store, in some key urban main streets can run a children's clothing brands similar to the integrated shop. ”Huzhou Pu Xinquan, Chairman of this boys King clothing Ltd believes that rising costs of channel is an irreversible fact, electronic platform, street-side shops, Mall rents will continue to rise. "Brand integration shop models already on the market can be successful, profit-oriented model, is one of the important channels for children's clothing brand development in the future. ”
Third, the trend of modernization, the capital. In recent years, more and more children's clothing enterprises into modern management concepts, implementation of modern enterprise management system, digital, intelligent information management concept to redefine production and operation of enterprises, the capital composition of some of the more advanced enterprises have also implemented or are in the "industrial capital + commercial capital + capital" direction. Industry concentration will further increase in the future, intensive development trends will be more evident.
Four is the transformation of industrial clusters and scientific development. As competition continues to increase, from both domestic and overseas markets in the development of industrial clusters and competitiveness challenges, transformation and upgrading is imminent. Transformation and upgrading of industry cluster based on specialization and marketization of public service platform construction as a means to encourage enterprise product innovation, technological innovation, management innovation, marketing innovation, navigate the industry outreach and development of high-end, result in both small and medium enterprises, to collaborate with tiered competition as the main characteristics of the emerging competition and cooperation system.
For example, in Zhili town, huzhou city, Zhejiang Province is famous for children's clothes, is the children's wear in China town. At present, such enterprises in Zhili town owned children's clothing 13,479. Children's clothing sizes 23 enterprises, with a China top ten children's clothing brands. Actively build platform cluster development in Zhili town, spearheaded the introduction of industrial land in the city auction, unified planning and construction of a children's clothing boutique, and children's clothing, children's clothing Science Park Innovation Park, three industrial parks, attracts both local and domestic near-hundred children's clothing companies stationed in parks, and gradually form a "family workshop-boutique garden-scale industrial park" ladder of cluster development pattern.
Next, Zhili town layout and upgrading industrial structure, developing several very large enterprises, establishment of industrial cooperation enterprises, introduced a number of well-known enterprises, fostering of foreign trade enterprises, upgrading a group of complementary businesses.
