McDonald's fashion children's wear brandism operation inspiration

McDonald's enters children's wear "receiving" brand operation

Since McDonald's China announced that Shanghai Langsai Trading Co., Ltd., a subsidiary of Jiangsu Soho International Group Garment Co., Ltd. has become a licensed distributor of McKids brand children's wear, toys and other products in Mainland China, Taiwan, and South Korea. The McDonald's company began selling children's clothes for the first time in a large area around the world. This decision is precisely a signal that it attaches great importance to the Chinese market. In the face of the global crisis, McDonald's did not withdraw its image, but threatened to pursue greater development in the Chinese market.

The flow of capital has its inevitable laws. One of the important principles is the industry that has a large market space, a high rate of return, and relatively weak competitors. The Chinese children's wear market is undoubtedly such a "big cheese" with many problems and many opportunities.

There are 300 million children under the age of 16 in China, and the share of children's wear is very low, only 1%. With the continuous improvement of the quality of life and the special position of children in the family, children's consumption has become one of the main consumption in the family. It reached 800 million in 2000 and 870 million in 2001. According to the forecast of experts, the demand for children's wear in the country will continue to increase at a rate of more than 10% in the next few years. It is clear that the children's wear market in China has huge room for development.

According to a survey of children's clothing prices in 36 million yuan in Beijing, the average price of children's wear is 85 yuan/piece, of which children's clothing under 100 yuan/piece covers 65% of the total sales, and 100 yuan to 200 yuan. Children's clothing in pieces (sets) accounted for 29% of total sales, and children's clothes of 200 yuan/piece (sets) or more accounted for 5.7% of total sales. It is not difficult to see from this that the price of children's wear in China generally has a tendency of high prices.

According to the results of spot checks conducted by the State Bureau of Technical Supervision on 69 products produced by 64 manufacturing enterprises of children's wear in China, the passing rate of children's wear products was 78.26%. The products with poor quality are embodied in: no trademark, no Chinese logo, no number sign, poor sewing quality, poor physical and chemical properties, and unclean appearance.

In addition to the above issues, there are such problems as too few professional manufacturers, lack of brands, backward design, dismantling of production and sales, and unreasonable structure of adultized children's wear. For such a market, this is undoubtedly a great opportunity for McDonald's to take heart.

McDonald's marches into the field of children's clothing to give some inspiration to Chinese clothing companies:

Revelation 1: Now that there is no market opportunity, the key is to face some obvious market opportunities how quickly our company can get involved and succeed.

Revelation 2: Proper diversification of professional brands is a kind of strategic defense. For example, if a company has positioned its own development direction several years ago to become the world's largest pager manufacturer, there will be people who applaud its ambitious goals. However, sometimes changes in the market are not based on human will. The current pager market has entered a state of rapid shrinkage. There is also the "bird flu" that has recently been prevalent in Asia, which has caused KFC, which has always used chicken as its main ingredient, to have to introduce beef and fish products.

Revelation 3: Industrial expansion requires strategic allies. Especially for those who are not familiar with the field, companies should combine their own industry experience with the expertise of others, so as to shorten the familiarity with the industry and gain the speed of success.

Well, for Chinese companies interested in entering the field of children's wear, consider these suggestions:

Proposal 1: When many foreign brands enter China to seek cooperation partners, some apparel manufacturing companies in China can also actively introduce foreign mature brands that can successfully connect with the children's wear industry.

Proposal 2: At present, most of the children's wear industry is positioned in the mid-to-high end children's wear market. However, the largest market share in China is undoubtedly the middle and low children's clothing market. Whoever can build a brand in the mid-range children's wear market and develop in depth will certainly have a vast market. prospect.

Recommendation 3: For companies that lack both brand and market operation experience, big-name suppliers at a certain stage should also be considered. Because this will give Chinese companies some understanding of product quality control and international children's wear market trends, which will lay the foundation for further development in the future.

Recommendation 4: China has a huge market base, and Chinese apparel manufacturing companies also have good cost control capabilities. At this time, they may also consider integrating global resources. We use excellent designers and technology for my own use. We use the excellent quality of our products to make up for deficiencies in the brand. We can also get good market returns.

In short, our enterprises should see that the global competition is happening before our eyes. The largest market in the world is the land we know the most, and Chinese companies shouldn’t take advantage of it. They should act actively and actively seize the good market. Opportunity gains extraordinary development.