National Bureau of Statistics statistics above the scale of corporate data show that since 2008, China's children's wear production has been in negative growth almost the entire industry, children's clothing production decline should reach more than double-digit, reflecting the weakening of the production market also indicates the decline in industry efficiency. China National Garment Association Children's Wear Professional Committee recently news, statistics from the National Bureau of Statistics above the scale of business data show that since 2008, China's children's wear production has been in negative growth almost always, while the small and medium-sized enterprises shrinking the situation is even more serious, the decline in children's wear industry-wide Reached two figures, the decline in production reflects the weak market also indicates the decline in industry efficiency. The basic situation of children's wear industry in 2008 is as follows: I. Export contraction. Since 2008, China's garment exports have been declining as a whole, and exports of children's clothing have also dropped significantly. Taking woven baby clothing exports as an example, the export volume has been showing negative growth since 2008. Second, the domestic tend to be weak. According to the statistics released by the China Commercial Information Center on the large-scale retail business enterprises, after the ups and downs of the beginning of the year, the consumption of children's clothing tended to stabilize, but the steady decline slightly reduced the overall trend of weakness. Affected by inflation, residents' expectation of consumer spending on apparel products in 2008 is low. In addition to purchasing necessities, the chance of random shopping has been greatly reduced. Children's wear market demand almost no increase in the number of the previous two years, but the consumption structure is quietly changing. 2008 children's clothing market characteristics are as follows: First, the market downturn, urban consumption SME shuffling accelerated. The number of children's wear brands has dramatically increased in the past few years. These brands exist in all kinds of wholesale markets, and the original intention of brand founding mainly in the face of urban consumption. The main features of these brands are flexible changes, price concessions. Many products between the same brand, the brand does not have a clear product style, product design, followed by the popular and rapidly changing. This brand more use of Mr. post-marketing sales model. The first two years, the abnormal prosperity of the wholesale industry, small backlog of children's wear products for the survival of these brands to provide a comfortable hotbed, but this year, the wholesale prices of children's clothing industry has repeatedly declined, "buyers" greatly reduced, better, larger Buyers are more inclined to purchase a stable supply, after-sales service protection, and even a certain brand awareness. Small brands suffered a huge blow in this environment, small businesses to withdraw from acceleration. "Survival of the fittest" once again demonstrated its power, but also eliminated from the small brand small businesses began to larger enterprises, larger brands spread out. The longer the market downturn, the wider the area affected, the deeper the number of implicated brands. Shuffling has already begun. The brand needs to be adjusted according to the changes in market demand. Enterprises should also actively adjust the mode to determine the future direction of development and seize more market share through market adjustment. Second, the initial adjustment of market structure, network, street shops, urban wholesale market regained favor. A few years ago, the city of high-end, high-end children's wear areas of consumer spending has become the main battlefield of many brands, but in 2008, the economic environment is not optimistic, the stock market downturn, the property market to be rescued, oil prices, commodity prices and other factors significantly restricted the high Product consumption. Consumers are more pragmatic, turning their attention to affordable necessities. Once again, the price of children's clothing procurement process in one of the primary factors. In the pursuit of cost-effective process, the city wholesale markets, street shops and other consumer price-based brand places of great popularity. Consumers are also looking forward to both the shopping experience and the wholesale market price advantage of the new consumption patterns appear. Internet sales in 2008 has also become a new hot spot, comfortable and convenient at home, choose a wide range of easy to compare the consumer experience has become more and more young consumers, one of the major means of consumption, more importantly, online consumption provides a ratio Consumption more concessions and rich products on the ground. Third, the lack of quality dealers, dealer teams shrink. The economic downturn caused the dealer team to shrink. Weak market first hit the confidence of small business operators, this walk in major wholesale markets significantly reduced the marketing team, the children's clothing wholesale industry and the corresponding small brands have an impact. The franchise system as the main marketing tool to determine the order will be held to determine the production of larger brands also encountered the same problem: just attracted distributors, franchisees next order season gone missing, or even have not paid the previous year The balance lost the audio. Many big brands rely on many years of quality dealers to maintain a relatively good sales base, but the newly recruited dealer group is very unstable. Quality dealers in the children's wear industry has become a scarce resource. The instability of the dealer team caused the instability of the brand sales, while the instability of the brand sales not only affected the sustainable development of the enterprises, but also adversely affected the distributors' confidence in distribution in the future. Dealers team to be nurtured and stable has become one of the important issues facing the business. Fourth, consumers pay more attention to the practicality of the product. In poor economic conditions, people's aesthetic taste subtle changes. Kids no longer give people the feeling of flowers, hues tend to be more natural rather than bright jump. Costume design shows the tendency of Europeanization, more concise, moderate and practical. "Practical" has become an important indicator of consumer purchasing children's clothing. Consumers are hovering between counters at increased rates, but their share of shots is declining, stochastic shopping is drastically reduced, and targeted shopping is increasing, and a feature of targeted shopping is "pragmatic." Despite some of the "special" design or decoration have a good impression, but to allow consumers to pay ultimately depends on whether this product is needed. Can be widely used with other clothing design and quite satisfactory style in 2008 more popular.