On May 28th, "221 Shanghai Children's Fashion Week" kicked off on the eve of Children's Day. The first brand of children's wear, Barabara (hereinafter referred to as Bara), and the cutting-edge brand of children's wear, Mianzhi, jointly created by Pinduoduo, moved a "summer children's wear T-show" into the live broadcast room of the platform flagship store. A group of cute dolls dressed in fashion turned into "supermodels" and stepped on the immature model steps, which successively appeared in the live broadcast room, attracting countless netizens to stop and watch.

The cutting-edge children's wear brand Mianzhi moved a "cute baby runway show" into the live broadcast room of the flagship store in Pinduoduo. In the past year, cotton sales exceeded 1 million yuan, making it the TOP 3 of children's wear on the platform. (Photo: Cao Luyi)

A few days ago, Snoopy, a well-known children's wear brand, also moved the catwalk runway in Suzhou into the live studio in Pinduoduo, and some catwalk money was robbed as soon as it was launched, which led to a year-on-year increase in sales of that day by more than 258%.

This is the second time that Pinduoduo has held an online children's wear show, trying to "show and sell". Last year, only Snoopy participated in the brand, but this year, Snoopy and Mianzhi, a new brand, each took a walk, and more brands are eager to try.

Since the beginning of this year, domestic and foreign children's wear brands have obviously accelerated the pace of entering Pinduoduo. According to the person in charge of the maternal and child category in Pinduoduo, more than 7% of the domestic head children's wear brands have opened flagship stores in Pinduoduo. "We are actively promoting more high-quality brands to launch new e-commerce, and through fun and interesting activities, let the brands have an equal dialogue with Bao Ma's dad in the form that young people like to see and hear, and provide more good products with fair price and high quality for platform users." The person in charge said.

New Battlefield of Children's Wear Head Brand

In the afternoon, about 5 cute babies dressed in cotton-made children's wear walked into the live broadcast room of Pinduoduo in turn, and successively brought the T-stage shows of summer children's wear, sports children's wear and beach children's wear to netizens, which made many netizens shout, "Tide and sprout, tide and sprout". This is the first time that Mianzhi Children's Wear has tried to "show and sell" through live broadcast since its establishment.

the catwalk scene of Mianzhi Children's Wear on May 28th. (Photo: Cao Luyi)

Mianzhi, many people may not be familiar with this new brand, but most young parents have heard of and bought its parent brand Bala. "This is a good incremental track with fast platform growth, low operating costs and relatively fair traffic distribution." At the beginning of last year, Barra's evaluation of Pinduoduo was a "dividend period". However, because the past development mainly relied on rigid production based on futures orders, they hope to explore flexible manufacturing that is more suitable for the current fast fashion trend. So, in addition to opening Bala flagship store in Pinduoduo, they also launched its brand Mianzhi.

At the beginning of Mianzhi, the brand team spent a month or two looking for a production line suitable for flexible manufacturing from hundreds of supply chain resources in the system. Then, according to the suggestion of the staff of Pinduoduo brand laboratory, they cut into the dominant categories of Bala, such as T-shirts, pants and suits, and did not make minority designs, but only simple basic models; It can't be black, white and gray, it must be a vibrant color.

the quality of Bala, coupled with the extreme cost performance of flexible production, made cotton almost an instant hit in Pinduoduo, and the sales of the products exceeded one million yuan the next month. However, they also "turned over the car" because they didn't get through the supply chain of down jackets as early as possible, and they could only miss the "coldest day in 6 years" last year.

Despite this, the overall growth of cotton is still approaching "amazing". As of April this year, Mianzhi, which has been in operation for only one year, has accumulated sales of over 1 million yuan. According to the person in charge of mother and baby in Pinduoduo, in the just-concluded "Duoduo Parent-child Festival", the sales volume of mother and baby brand products tripled year-on-year, and one of the highest-selling brands was Mianzhi. At present, Mianzhi is expanding its categories and trying to cut into the fields of children's shoes, down jackets and some children's products.

The rise of Mianzhi is one of many attempts by local children's wear champion Bala to lay out Pinduoduo. This also gives more reasons and courage for local children's wear brands to take root in Pinduoduo. To some extent, the "more affordable" characteristics of the new e-commerce platform are attracting more and more consumers, and are also becoming a new battlefield for domestic head children's wear brands.

Over 7% of children's wear brands have settled in new e-commerce

Since this year, domestic and foreign children's wear brands have obviously accelerated their pace of settling in Pinduoduo. According to the person in charge of maternal and child category in Pinduoduo, in the first quarter of this year, more than 7% of head children's wear brands opened flagship stores on the platform, and it is expected that this proportion will increase to about 9% by the end of this year.

Not long ago, Pinduoduo just released this year's Q1 financial report. Data show that in the first quarter of this year, the number of active users in Pinduoduo reached 824 million, leading the industry for two consecutive quarters and continuing to expand its leading edge.

According to an industry analyst, at present, the e-commerce penetration rate of domestic clothing brands is generally 7%-8%, and it is difficult to increase as a whole. For the head brands of clothing, Pinduoduo is a big incremental market.

"Pinduoduo is the birthplace of Mianzhi brand and the most important first stop." According to the person in charge of Mianzhi brand, among the major e-commerce channels at present, the overall operating cost of Pinduoduo is relatively low, and merchants do not have to bear high operating costs and upfront investment, which enables small and medium-sized brands to obtain traffic at a lower cost, thus winning more room for brand growth.

In order to help the newly settled children's wear and maternal and infant brands open up the market, Pinduoduo has gradually upgraded from version 1. of product customization to version 2., that is, from choosing products based on experience and industry trends to "reading" consumer demand through big data, and then producing customized products.

"Through live activities such as mother-to-child tracing and children's wear catwalk, we hope to bring the brand closer to users, let more people feel the sincerity of the brand and the quality of products, and enhance users' knowledge and trust in the brand and platform." The person in charge of maternal and child category in Pinduoduo said.