大陸童裝產業之競爭策略分析

Abstract

大陸童裝市場正處於快速成長期，以往大部份大陸童裝企業規模普遍偏小，導致單個品牌的市場佔有率和競爭力皆不高。與此同時，童裝市場消費需求的快速變化導致競爭環境日趨複雜，並加速了童裝市場的深度細分。在這樣的環境下，大陸童裝企業必須要創新思維來迎接挑戰，並持續加強本身的競爭優勢。 當前，眾多強勢的大陸童裝品牌正在陸續崛起，並在高、中、低端市場與國外品牌平分天下。企業規模較大的大陸童裝品牌已開始自創或收購不同檔次與風格類型的品牌形成矩陣模式，擴大大陸童裝市場的市佔率。 本研究將以大陸童裝產業作為主要研究對象，並以大陸市佔率最大的當地童裝品牌巴拉巴拉作個案分析，深入了解巴拉巴拉的營運模式及競爭優勢。最後再提出產業建議，當面對市場變化時，企業要如何運用有效策略，以追求市場佔有率及長期獲利極大化，並達到永續經營的目的。

The children's clothing market in mainland China is in a period of rapid growth. In the past, most of the children's clothing enterprises in the mainland were generally small in scale, which led to the low market share and competitiveness of individual brands. At the same time, the rapid change in the consumer demand of the children's clothing market has resulted in an increasingly complex competitive environment and accelerated the deep segmentation of the children's clothing market. In such an environment, children's clothing enterprises in China must be innovative to meet challenges and continue to strengthen their own competitive advantages. At present, many strong mainland children's clothing brands are rising, and they play critical roles in the high, medium, low-end markets and foreign brands equally. The mainland children's clothing brands with larger enterprise scale have started to acquire the brands with different grades and styles to form matrix mode to expand their market share of mainland children's clothing. This study will explore competition strategies of the mainland children's clothing industry, and take the mainland's largest market share of local children's clothing brand Barabara as case study to understand the business model and competitive advantages of Balabara. Finally, the industry suggestions are proposed on how to use effective strategies to maximize market share and long-term profits and achieve sustainable operation in the face of market changes.