中国童装市场发展现状分析

Analysis of the Development Status of Children′s Wear Market in China

目前,中国童装市场存在着一系列的问题,如企业品牌意识不强,过度成人化,文化底蕴不足等,在品牌设计、渠道建设、市场营销上也有很大提升空间。针对这些问题,分别从增加童装设计的趣味性、提高童装的适穿性及完善品牌营销策略三方面进行分析,为童装行业在新形势下提升品牌竞争力,实现逆势突围提供了新思路。

There were still a series of problems in Children′s wear market,including weak brand awareness,excessive adult and lack of culture.There was also much room improvement in brand design,channel construction and marketing strategy.The brand competitiveness of children′s clothing industry in the new situation was improved from three aspects of increasing fun of children′s wear design,improving children′s wearing comfort and perfecting the brand marketing strategy to offer new ideas.