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The children's clothing scene from a few years back has already started to reflect the evolving trends in branding. Nowadays, the competition among children's clothing brands has intensified significantly. This has led to steady improvements within the children's clothing industry, which is gradually maturing. Both local original brands and international labels are undergoing transformations, with CHIC acting as a kind of "barometer," showcasing the shifts occurring in this sector. In 2009, the children's clothing area at CHIC attracted over 70 exhibiting brands across 7,000 square meters, featuring most of China’s top ten children's wear brands alongside several dynamic market players. Other related industries such as infant products were also showcased to capture various market segments.
According to CHIC’s children's clothing area manager, this event serves as a valuable platform for the children's clothing business, demonstrating the industry's confidence in its future. Reports indicate that this year’s CHIC children's clothing exhibition highlights four key features: Firstly, established brands like Parkland Emperor, Barra Barra, DADIDA, Fruit Power, Dr. Rana, Red Yellow Blue, and Tong Wang continue to expand their presence, reinforcing China’s children's wear brands while exploring both domestic and international markets. Attendees will gain insights into the current state and growth potential of the industry through these displays. Secondly, successful brands such as Offside, Water Boy, and Bubu Beans are strategically positioning themselves at CHIC 2009. Thirdly, alongside children's wear, brands like Montagut and Angel Shoes are leveraging the CHIC platform to seek collaboration opportunities. Lastly, popular cartoon licensors like HELLO KITTY and Miffy are participating to capitalize on licensing opportunities.
China’s children's wear industry is entering a pivotal period. Consumer demands are diversifying, pushing brands towards differentiation and greater branding efforts, which could drive the industry to new heights. The global financial crisis in 2008 expedited consolidation within the industry, creating opportunities for quality-driven and innovative brands. CHIC 2009 reflects the industry's optimism despite challenges, conveying confidence both externally and internally.
Offside, for instance, maintained an impressive 80% growth rate in 2008. Their approach includes enhancing product design, brand influence, and expanding distribution channels, thus bolstering overall competitiveness. In 2009, Offside introduced new lines of children's shoes and accessories, aiming to offer customers a one-stop shopping experience. “Crisis is an opportunity,†echoed Ruan Shitao, DADIDA’s Brand Marketing Center Director, who emphasized their three-dimensional branding strategy involving CCTV advertisements and participation in CHIC.
DADIDA aims to become China’s leading children's wear brand within 3-5 years. They are redefining their terminal model as a “Children’s Living Museum,†showcasing products from infancy to early teens. At CHIC 2009, they’ll utilize over 100 square meters to create this immersive experience, reflecting their commitment to brand development and communication.
For Water Boy’s Director, Cao Shengkui, government support provides new opportunities for industrial upgrades and corporate restructuring. He believes that focusing on technological progress and brand contributions will drive sustainable growth. An era of brand management centered around design, development, and supported by marketing services is emerging.
Despite the growing market size, no single brand or company dominates China’s children’s wear market. Force Fruit’s Chairman, Lin Weijian, is confident about their position and plans to showcase their new image at CHIC 2009. “CHIC is an international platform that combines domestic and foreign strengths, and it will undoubtedly set a new benchmark.â€
Force Fruit occupies over 200 square meters this year, becoming the largest exhibitor in the children's wear section. They will exhibit three brands—Force Fruit, Fruit Beibei, and Anm Side—together. Patrick Lyndon, Director/LV Zhiyong, noted that participating in CHIC allows them to exchange ideas with industry leaders, connect with potential clients, and highlight their brand philosophy.
International brands targeting China are using CHIC to expand their reach, solidify their positions, and strategize. Disney, which debuted at CHIC in 2005, has seen its participating brands grow from a few to over a dozen. Disney’s expansion plan includes increasing retail presence in 45 Chinese cities, ensuring market coverage beyond just first-tier cities.
Disney isn’t alone. CHIC Korea has steadily gained visibility, with Dacheng increasing its booth size to 108 square meters and featuring brands like jingle cats, big-eyed frogs, and M & Q. Even international newcomers like Miffy and Three Courts Friends are using CHIC to explore the Chinese market.
2009 marks both opportunities and challenges for children’s wear brands worldwide. It’s a year of integration, innovation, and transformation. The future trajectory of the children’s wear industry will be on full display at CHIC.