| At the China International Clothing and Accessories Fair (CHIC2010), a pavilion for kids' wear was there to see for the first time. At 11,000 sqm, the large pavilion showcased 102 brands from 87 exhibitors.
Kids' wear brands Li Ning Kids, 361กใ kids, Saint Waters and Coctree were launched by domestic adult fashion brands.
With other brands such as Kangnai and Belide also showing their children's wear, there was a whole new trend being revealed, a development which is bound to bring about a reshuffle in the market.
For children's wear enterprises, both market opportunities and threats exist. Lu Zhiyong, Vice President for PacLantic, Li Ning Kids' promoter, said: "in view of the development of the children's wear market, it would be difficult for a single brand to make a big name. As such, forming children's wear groups is the trend to be in the kids' wear market."
Currently, capital was flowing into the children's wear industry, said Lu. This would boost the development of children's wear enterprise groups. "However, good projects and good helmsmen are also necessary to make things work," he added.
The popularity of children's wear brands with licensed cartoon characters such as Disney, Greatdreams, Harry Potter, The Prince of Tennis, Transformers, Strawberry Shortcake and Popeye is also in strong demand.
Haier, after investing over Rmb60 million in producing the Haier Brother animation film this year, announced jointly with the Xiamen Huarong Group that more than 3,000 Haier Brother children's products specialty stores would be launched across the country.
Haier also made a quick decision recently, deciding to participate in the kids' wear pavilion at CHIC2010 in a bid to move into the children's wear market.
As children's footwear brands are becoming more mature, players in the trade took part in CHIC to test the water in the hope of making a breakthrough.
Kids' shoes companies are expected to gradually shift their focus from product development to marketing and promotion. |
