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How China buy's for children

机译：中国如何为儿童购买

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(1) With the improvement of the living standards of urban residents and the increase in the number of only children, the future consumption market of children's wear has much more potential for development. (The meaning of the Serial numbers on the horizontal coordinate axis appears in Table 5.) (2) With the acceleration of socialisation of Chinese children's consumption and the increased proportion of children's participation in the decision-making of the clothing purchase, children's preferences in clothing exert great influence on or even determine purchase behaviours of their parents. (3) The department stores will become the dominant purchase sites for the children's wear consumers in terms of improvement in the quality of the products as a whole in the department stores, the perfection of the purchase environment, and the unified management of the sales images. In addition, verbal and visual components such as public praise, window exhibitions and shelf displays, rather than product quality, play a vital part in the reputation establishment of a brand. (4) In Chinese consumers' minds, the brand awareness of foreign brand children's wear is higher than of domestic goods; the awareness and practical purchase rate show parallel increase. The "brand consumption" concept of children's wear consumers is not mature. (5) Price still remains the first consideration in clothing purchase among the Chinese consumers. However there are great differences between the price required by the individual customer and the shelf price of the clothes. Inner feature such as style and materials are important elements in the evaluation of children's clothing. (6) The requirements for children's clothes have shifted from basic qualities such as simple and beautiful outward appearance and durability to the experiential qualities such as safety, comfort and healthfulness. In this view, consumption behaviours tend to be more scientific and more rational. On the whole, Chinese brand children's clothes possess enormous potential for future development. According to the all-round evaluation of the clothing trend and the scientific analyses and predictions conducted by authoritative sources of the clothing industry in China, it is estimated that by the year 2003, sales of Chinese children's clothes, at the current developmental speed, will amount to one billion items. However, much more attention should be paid to the fact that although the potential of the market is great, more effort should be made to realise the transformation of this potential into fact. The domestic children's clothes enterprises should attach great importance to the following aspects, in accordance with the apparent consumption features and trend. They should try to speed up the exchange of market information, modify product composition, renew design concepts, increase the scientific proportion and improve the model of brand management. Only in this way can the Chinese children's wear industry overcome the difficulties due to delayed development and insufficient input, and meanwhile make good preparations for the challenge and impact of famous international brands of children's wear.
机译：（1）随着城市居民生活水平的提高和独生子女数量的增加，未来的童装消费市场具有更大的发展潜力。 （水平坐标轴上序列号的含义如表5所示。）（2）随着中国儿童消费社会化的加速以及儿童参与服装购买决策的比例增加，儿童的购买偏好服装对父母的购买行为有很大影响，甚至决定他们的购买行为。 （3）从改善百货商店整体产品质量，完善购买环境，统一管理销售形象等方面来看，百货商店将成为童装消费者的主要购买场所。 。此外，口头和视觉组件（如公众赞誉，橱窗展览和货架展示），而不是产品质量，在品牌声誉建立中起着至关重要的作用。 （4）在中国消费者心中，国外品牌童装的品牌知名度高于国内品牌；意识和实际购买率呈平行增长。童装消费者的“品牌消费”概念还不成熟。 （5）价格仍然是中国消费者购买服装的首要考虑因素。但是，单个客户要求的价格与衣服的货架价格之间存在很大差异。风格和材料等内部特征是评估童装的重要元素。 （6）对童装的要求已经从基本特征（如简单美观的外观和耐用性）转变为体验性质量（如安全性，舒适性和健康性）。按照这种观点，消费行为往往更科学，更理性。总体而言，中国品牌童装具有巨大的未来发展潜力。根据对服装趋势的全面评估以及中国服装行业权威人士进行的科学分析和预测，估计到2003年，以目前的发展速度，中国童装的销售将达到达十亿个项目。但是，应该更加关注这样一个事实，即尽管市场潜力很大，但应该做出更多的努力来实现这一潜力的转化。国内童装企业应根据表观消费特点和趋势，高度重视以下几个方面。他们应努力加快市场信息交流，修改产品组成，更新设计理念，增加科学比例并改善品牌管理模式。只有这样，中国童装业才能克服发展滞后，投入不足带来的困难，同时为国际知名童装品牌的挑战和冲击做好充分的准备。

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