DOI: 10.66106/aqabaf.20260105 ISSN: 3081-1422

婴童服装消费决策心理与供应链工厂品牌化升级研究（Research on Consumer Decision-Making Psychology for Infant and Children's Clothing and Branding Upgrading of Supply Chain Factories）

张秀君 Xiujun Zhang
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Abstract: With consumption upgrading and the popularity of modern parenting concepts, post-90s and post-95s parents have become the core consumers of children’s clothing, with consumption demands shifting to safe, scenario-based and emotional quality consumption. The domestic children’s clothing industry faces prominent supply-demand imbalance. Long-term reliant on OEM production, small and medium-sized factories suffer from product homogenization, low-price competition, insufficient user insight and weak marketing, resulting in poor brand premium and limited profits. Based on relevant theories, this study adopts multiple research methods to explore consumers’ decision-making psychology and core influencing factors, and clarify the driving mechanism of safety perception, risk aversion, social identity and generational differences. Combined with factory production reality, an integrated upgrading system is constructed from five dimensions: product, marketing, trust, supply chain and brand. The results show that the consumption decisions of new-generation parents are mainly driven by safety demands and parenting emotions, featuring high prudence, word-of-mouth dependence and efficiency pursuit. Only by focusing on users’ psychological needs and promoting all-round upgrading, can OEM factories get rid of low-price competition and realize the transformation from traditional foundry manufacturing to brand intelligent manufacturing. This study refines the application of consumer psychology in the maternal and infant industry, and provides theoretical and practical reference for the brand transformation of light industry manufacturing enterprises.

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