VANCL has changed its advertising campaign to denounce the advancement of the infant market

Recently, VANCL (Fanke Eslite), a representative of domestic clothing online shopping companies, quietly changed advertisements from major websites to babywear products, indicating that it has officially entered the children's wear market with huge potential. Previously, VANCL has been focusing on men's, women's and footwear products. The promotion of baby clothes based on baby clothes led to industry speculation that VANCL may enter the mother and baby market. In an interview with reporters, VANCL founder and CEO Chen denied the news of the next step in the maternal market.

It is understood that nearly one-fourth of VANCL users are home users with children. VANCL expands its product line to the mother-to-child market, which not only satisfies users' consumer demand, but also enters a market with a huge capacity for mothers and babies. B2C market. Analysts believe that if VANCL enters the maternal and infant market, it will further accelerate the fierce competition in this field by virtue of its rapid response product design and production system and sophisticated Internet promotion experience.

VANCL joins the children's wear market battle

It is understood that the current VANCL baby products sell an average of thousands of pieces a day. VANCL children's clothing official said that VANCL baby is favored by the market because it is paying more attention to cost-effective products while paying more attention to the product's environmental protection concept: all fabrics are certified by the national ISO9001 quality system to ensure the health and environmental protection of the garments. Buyers are assured. At present, the price of VANCL children's clothing is more than 100 yuan, compared with similar products on the market, the price is quite competitive.

Children's wear products have three key criteria: environmental protection, comfort and fashion. The VANCL baby series, which is positioned in "Fashion, Health, Sports, and Sunshine," not only considers environmental protection and comfort, but also pays attention to its sense of fashion design. The team of designers is from South Korea, Spain, and Germany. Based on market surveys and feedback from customers on the Internet, VANCL made a more humanistic and reasonable adjustment to the production code for children's clothing in the early stages of production. From the original baby equipment 73, 80, 90 yards to the current 66, 73, 80, 90 yards, the child from the original 100-140 yards adjusted to the current 95, 100, 110, 120, 130 children, 140,150,160 total three types of numbers. It is understood that VANCL plans to introduce hundreds of children's wear products every season. Currently, pants, T-shirts, jackets, sweaters, and knitwear have been introduced.

As for whether VANCL Babay will become an independent sub-brand, VANCL has not made a clear reply.

Maternal and child B2C market heats up quickly

Since 2005, China's fourth fertility peak has arrived, and this peak period will last 10 to 15 years. According to research data, as of the end of 2008, the number of children aged 0-14 years in China was 250 million, and in 2008 China's children's wear market reached 55.2 billion yuan. Analysts predict that in 2013 China's children's wear market can reach 92 billion yuan.

After 80, plus 75, is currently the main consumer groups in the children's wear market. When the group that grew up with computers became parents, their values, consumer awareness, and shopping habits were deeply influenced by the Internet. As a lifestyle brand made by the Internet, VANCL is now positioned as a 20-35-year-old urban fashion and younger family. This group of people has a very good educational background and has an independent personality. Because there are not less than 10 years of Internet usage habits and are accustomed to the Internet lifestyle, most of them have online shopping habits. At present, there are many B2C websites dedicated to the maternal and child market, such as Red Kids and Happy Friends. The entry of more capital has enabled the market to heat up quickly and the competition has become fiercer.

The VANCL will expand the product line from the previous men's, women's, shoes, home, and accessories to the children's wear field. It can also be regarded as its deep insight and timely response to the current needs of the group. It is another positioning of its “fast fashion” position. Successful practice.