After the 1980s, in the new Chinese second population baby boom is born the crowd entered from child-bearing age .1981 years to 1990 our country to net gain 143,000,000 populations one after another, in 1990 the total population reached 1,143,000,children's clothes,000, this was the third population baby boom. After this generation of person is lives the generation alone the start - - - 80. Implemented the birth control from 1979 to the present already 30 years, now this generation of only child already grew up, starts the manner parents, also from this arrived by its second generation of initiation's fourth baby boom, this was having the huge influence without doubt regarding the children's clothing profession's development.
China Textile industry Association assistant deputy secretary-general,toddler little girls clothes, Chinese Clothing Association vice-chairman, children's clothing specialized committee Director Chen Dapeng said: Now lives the generation to grow alone into the expense main force crowd, their descendant is born the initiation baby boom, will bring the opportunity for the children's clothing profession to be bigger than the challenge by far.
after 80: Dissimilar expense idea
Key word: The individuality characteristic expense idea pays the crowd
Regarding lived the generation alone, the growth environment and the growth experience was they expends the essential reason which the idea formed; But because they will become the children's clothing profession the main force expense crowd, therefore studies their expense idea is the children's clothing brand should do the schoolwork which, moreover is must complete.
Individuality characteristic
after 80, is the Chinese first generation of only child, this group of only children must to reform and open policy tolerant environment nourishing, the physical conditions which enjoys also be unprecedented. Regardless of they the home environment is superior or not, is under guardian's attention and protects community which grows up, therefore in the self-awareness is very intense, the emphasis individuality is this community's general character.
after 80 parents take seriously to educate, after 80, this generation of person's universal education level is higher than them the person of father's generation. They pursue the fashion, the advocation individuality, in personalized more and more universal today, this is in itself not a misdemeanor. Is popular with the fashion pacemaker, with the creation supporter, the entertainment with displays the self-zealot independently, perhaps this is at present after 80 most receives the description which widely approves, the claim independence, the pursue high quality life, the group influence is huge, but influences subtly, therefore likes alone making the decision-making, will not receive about easily other people opinion, after this will be 80 characteristics. They are the QQ race, the new human being generation, plays the street machine, puts on Nike, Adidas, has the very deep sympathy since childhood to the brand, is putting on community which the brand clothing grows up.
After 80, this follow the computer to grow up lives alone the generation community becomes the parents, their values, expend consciousness and the shopping custom become the decision children's clothing brand sale the key, studies their tendency to become the children's clothing brand the required course.
China Textile industry Association assistant deputy secretary-general, Chinese Clothing Association Vice-chairman Children's clothing Specialized Committee Director Chen Dapeng said: After 80, after 90, when becomes the social expense mainstream, will bring one kind of society cultural base the change. We are experiencing this kind of change now.
Expense idea
According to some well-known advertisement company's investigation: China lives the generation the expense idea to have the obvious globalized tendency alone. The investigation also discovered that they like accessing the net to chat, hit the computer game, the handset trade not to stop, have the foreign fast-food and put on the new tide clothing. We may nearly simultaneously in US's New York, France's Paris, Japan's Tokyo, South Korea's Seoul, perhaps China's Shanghai, see the nearly same attire's young people. This generation of person even more pursues, likes proposing something new and different plays the role cool.
Lives the generation to choose the product either the brand criterion alone no longer based on good or not the good this traditional rational cognition view, but based on likes the perceptual emotion manner view which or does not like. What because they pursue is the product either the service can provide one kind of feeling or the added value.
Reporter interviewed Shui Haier the brand second generation of palm disciple, also lives generation Liu 婧?alone, he summarized this generation of person the standard which chooses to the children's clothing: First is safe, environmental protection; Second is comfortable; Third is fashionable.
He said: Our generation of person accepts the new things the speed to be very quick, the global village lets global the information nearly synchronization, this lets us compare the former parents to regard the fashion the factor. And this generation of people have the strong purchasing power, must be higher than the former young parents obviously in the child clothing aspect's disbursement, we are many to the brand understanding, therefore also when will choose the clothing for the child will choose the brand product, because we understood that the brand will be the quality safeguard. Certainly each person will act according to own income to decide that will purchase what kind of price localization sector the brand, we will meet rationally the choice performance-to-price ratio best brand.
As is putting on a generation of person who the brand clothing grows up, will live the generation to like alone regarding the brand affecting without doubt theirs next generation, they to child clothing's choice, also will start by the first several generation of person's usability to the fashionable transition, this tendency will have the important guidance regarding the children's clothing brand future research and development direction.
Pays the crowd
At present in the city 4�?�? for the leading family structure, causes an alone two generations of birth, before theoretically then has them, two generation of people accumulate at least obtained may control the wealth. The crowd which pays for the alone two generations is huge, is 5+1 combinations. This speaking of the consumer market, without doubt is the most formidable expense crowd. Now the consumer market presented this kind of expense community: 1 individual shopping, side the border defense 5 are snatching personally is paying. This to the children's clothing profession is without doubt a joyful aspect, the children's clothing profession will welcome in the history the best gold ten years.
Peaceful Nair's Chairman Cao Zhang said: We are filling with the anticipation to wait for the alone two generation of arrivals, the alone two generations present majority of were also at the infant child stage, the infant children's clothing brand already started to continue this part of consumers, the alone two generation of consumers also had several years to our brand, we were also preparing to greet this 5+1 communities the arrival.
If future ten year which expense community's Qian Zuihao will make, will regard is the child industry, facing huge will pay the crowd and the huge expense population base, the children's clothing profession will be pushed is developing fast forward, but how will the brand use this development opportunity is each brand the question which pondered.
Red Chairman Huang Lan the leaf obviously east like this regards this question: The children's clothing profession meets this baby boom is our brand development excellent opportunity, the one who bumps into the alone two generation of baby booms first is the baby product enterprise, our these children's clothing enterprise also has a buffer period. We anticipated when to alone two generation of expense children's clothing, the average per person expense can have the enhancement. In addition the big consumer cardinal number regarding the children's clothing enterprise definitely is the fast development timeliness. We also after studying 80 the expense ideas, the development department already started to pay attention to the collection of information work, the commodity business planning needs to take the lead after all,funny baby bibs, the enterprise must start from the plan product to make the adjustment.
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