A shrinking market, a decrease of random consumption, will be a severe test for many small children's wear enterprises, 2009 will be a shuffling year. 09 children's clothing market by the financial crisis last year, "cold" of the invasion, will usher in new market challenges, more children's wear enterprises on the future economic situation is difficult to make the right judgments, so planning this year's marketing strategy, this year The overall trend of children's wear market is confusing state. From the recent children's clothing market one after another trend, this year's children's clothing market is expected to be due to residents expected disposable income instability, consumer demand for children's clothing will be reduced from the number of or reduce the brand to meet the children dress up, consumer demand Changes to a certain extent, also affect the orderly and steady development of children's wear market this year. According to industry veteran analysis, in June and July 2009 is the downturn in the apparel industry, so the entire apparel industry practitioners need adequate mental preparation to meet the winter apparel industry. Will encounter financial difficulties in the doldrums of the economy, so that the relatively weak children's clothing industry has been a great impact, first of all, most of the children's wear business belongs to small and medium enterprises, less risk-resistance capabilities, small-scale enterprises, if sales are blocked, will result in business inventory pressure Increase in the final result in liquidity difficulties, although the government increased the intensity of loans to small and medium enterprises, but due to the overheated clothing industry in the previous two years led to the bank's loan apparel companies careful, so children's clothing enterprises want from this policy It will take a while to gain support. In the economic situation in 2008, children's clothing financing channels will also be affected by the economic situation, more and more narrow. Concerned about 80 parents in 2009 after the consumer market will continue to slump, but the economic cycle will wave from the trough in the market warmer moment, as long as the prevailing mainstream consumer groups can easily win a period of the market. "After 80" as a nascent consumer group in the next few years, after the consumer apparel market turns for the better, it will create new space for new brands and products. Therefore, it is very beneficial to study the consumption characteristics and habits of post-80s in advance and grasp and expand the future children's wear market. "After 80" is basically a more pragmatic enjoyment and more mature brand choice of consumer groups, personality, fashion, fast fashion pursuit of brand integrity put forward high demands. Experiential consumption If you say "after 70", "70 before" too much ahead of the consumer, then the "post-80" consumer spending experience will be a good card, "80" more willing to feel comfortable shopping Pay. 80 post-consumer era, online shopping is also more prevalent. When 80 after becoming the consumer body of children's clothing began to buy clothing for their children, it will be more familiar with and have a sense of the brand more sensitive and concern, which for a certain strength adult brand into the field of children's clothing to create favorable conditions. These adult brands will continue adult brand fashion product positioning and positioning, the formation of sustainable consumers already have. Adult brand into the field of children's clothing will be able to better enrich the children's clothing market product classification and reflect the product differentiation, market differentiation. Children's clothing category further subdivided "after 90" growth for the birth of juvenile equipment provides an opportunity. Juvenile equipment has always been a blanket in the field of children's wear in our country, specialized juvenile wear brand is really rare, distinctive and distinctive styles of juvenile wear even more rare. Most children's wear is just a simple version of children's wear. Its design elements are still used in children's wear and children's wear. It does not reflect the difference between children's wear and youth, and can not meet the psychological needs of teenagers in apparel different from children's and adult's. There are fewer and fewer children's wear in the children's wear department, and most "post-secondary" children are buying in the casual wear and adult wear department. These garments can not be used in the design style, design details and even clothing size In full compliance with the needs of young people. Juvenile clothing as a relatively special category of clothing, relatively easy to service age groups from the casual wear, sportswear sector separation, juvenile tend to mature mentality, and more accept the design of adult costumes and adult brand services , Adult brands in the service of children rather than children's clothing brand more advantages. Brand positioning is more pragmatic Currently in Beijing, Shanghai and other cities, different shopping malls, brands in the market lower and lower proportion of overlap. A single brand to serve the consumer groups more and more narrow, which requires brand positioning must be more accurate and pragmatic, the main consumer groups to be analyzed in depth, to provide distinctive, style and meet the needs of the product. "Big and all" can only give the impression of unprofessional. In order to serve a wider consumer base, children's clothing brand group will have the possibility of birth. Using different brands, positioning different markets is a worthwhile way to explore. Brand Group's model can not only take advantage of the brand's professionalism and brand and brand differences, complementarity to grasp the larger market, but also be able to flexibly deploy the Group's internal resources and the use of scale to enhance brand adaptability and reduce costs. Differences in brand positioning in various fields, grade differences, geographical differences, urban and rural differences, style differences, differences in age, use differences, category differences and so on.