Luxury Shoes And Clothing Products Enter China'S Children'S Products Market

September 19th high end

"My little daughter is one and a half years old.

From birth to the present, this baby has spent about 200000 yuan.

These expenses are used to go to Hongkong every month to buy her milk powder, food, toys and clothing, not including the nursery she has just decorated for her, playing there, and she will not get hurt anyway, crawling or falling down.

Li Junhong (homophonic) is a young mother.

Her eldest son is 15 years old, and her husband is a top management member in a world top 500 company. The company is also a Hong Kong listed companies.

The four of them live in a luxurious neighborhood near the seaside in downtown Shenzhen, where every duplex apartment faces the sea.

When she talked about her two children, she had some feelings. "When my oldest son was born, I was in the state owned enterprise, and his father was an ordinary employee in a foreign company."

At that time, the cost of childbirth was reimbursed by the unit. I chose breastfeeding, and my son's clothes were made smaller by the clothes we wore. The toys were donated by other colleagues and friends.

In the past 15 years, great changes have taken place in the cities we live in, and so have our lives.

A mother like Li Junhong is not uncommon in Chinese cities.

From infants and young children, they try to buy the best food, clothing, toys or school things for their children, hoping to prevent them from losing at the starting line.

"Who is the new consumer group of luxury goods in China? Those who are born in big cities and have good economic environment are infants and teenagers.

Their parents may be the target consumers of luxury goods, but they are more willing to spend money on their children.

Wang Depei, vice president of China Economic Restructuring Research Institute, and director of Shanghai Fu Kha economic forecasting Institute.

High end children's wear and children's articles

Luxury children's gifts have great potential.

"Who doesn't want their children to look more respectable and beautiful?" Li Junhong said.

At the end of the summer vacation, nearly 1.8 meter of her family had received a MontBlanc pen as a return to school.

In fact, many brands and designers, from ChristianDior, Burberry to RalphLauren, MarcJacobs, have been designing and producing mini fashion for many years.

Among them, Burberry's children's wear is a mature brand of children's wear line, and PhilipLimKids, LittleMarcJacobs and so on are also the leading brands in the sales of famous brand children's clothing.

But in the past two years, in the economic downturn, the rich have not reduced their buddies to their children, which makes more and more fashion brands start to focus on children's clothing and children's products.

PaulSmithJunior is expected to launch the market this month, selling in large department stores such as Harrods and HarveyNichols, priced between 34 pounds and 250 pounds, from the newborn to the 14 year old teenager.

Fendi family's third generation successor, Fendi's current accessories director SilviaVenturiniFendi has also recently unveiled the mystery of its high-end children's wear line, which is famous for Italy.

At the same exhibition, Gucci officially released the first children's wear series for children aged 1 to 8.

FridaGiannini, the design director, uses all the iconic elements of the brand. Of course, Gucci's signboards, motorcycle leather jackets and leather windbreaker, are simply abbreviated versions of adult clothing.

After the official sale in November, you may be able to see the SuriCruises of KingstonRossdales and Gucci printing skirts with Guccilogo boots on paparazzi.

It is learnt that fashion and accessories brand Celine is also brewing a children's wear line.

In addition, the brand and designers who have been working hard for many years in the children's wear industry are constantly promoting their children's wear lines with new tricks. For example, RalphLauren sold his new children's clothes in the autumn and winter this year, using the online interactive children's story "TheRlGang".

"I don't think this is a sudden trend. After all, the market of the luxury children's wear industry has been growing for the past 10 years," said LindaMcLean, fashion director of Junior, the world famous child care magazine.

And in the children's clothing industry, the gift potential is very huge.

This explains why so many luxury brands continue to "encroach on" children's clothing industry.

Bonpoint former designer and art director DomitilleBrion said two years ago that nowadays the number of children's clothing brands is far less than that of adult clothing brands, but according to the demand, there is still much room for development.

SophieDevonshire, founder of BabeswithBabies.com, the famous online luxury goods store, said: "at present, the trend of luxury gifts as children's gifts is becoming more and more obvious.

They want to show how special their gifts are. "

Whether it is for personal use or delivery, beautiful brand children's clothing is always good and popular.

Targeting the Chinese market

Wang Depei said: "by the year 2015, there will be more than 4 million 400 thousand households in China's urban affluent families.

These rich families will "cultivate" a large number of new generation luxury consumers. "

Since April 2nd this year, Dior children's wear (BabyDior) has opened a shop in Shanghai's Hang Lung Plaza, and more and more brands have begun to enter the Chinese market.

It is reported that the first stop of Burberry children's clothing in mainland China is Hangzhou, while Gucci children's wear will take Shanghai as their first choice.

"Luxury children's clothing is several times or even more than ten times the price of the ordinary children's wear brand." the director of Hangzhou Tower children's Mall said in an interview with the media: "Dior's sweater is priced at more than 3000 yuan, and the price of winter clothes is between 7000 yuan and 8000 yuan.

According to the statistics of the staff in the shopping mall, although the number of these fashionable brands is not as good as that of the ordinary brands, the sale price always occupies the front position because of the high unit price.

Many Chinese parents have a conspicuous consumption mentality when they buy children's luxury goods.

"After competing for luxury goods such as real estate, cars, watches and watches, more and more wealth groups are starting to compete with each other for the next generation."

Li Junhong said, "in the small community where I live, the news of which family's children go abroad or which famous universities in the country will always attract the envy of other parents with the fastest speed.

Every family has their children dressed up in good looks, hoping their descendants are better than their peers. "

Besides beautiful, luxurious children's clothing has another characteristic that is favored by Chinese affluent families.

"Children always like to put their clothes or shoes in their mouths. For safety reasons, I prefer to buy expensive things."

Cashmere clothing, safety material and customized shoes are the most popular products in top class children's clothing.

SophieDevonshire said: "cashmere is undoubtedly the most recent trend in children's fashion.

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"In BabeswithBabies.com, the children's cashmere clothing is a leading sales item.

MalolesMiracosta-Antignac, founder and designer of PetiteMaloles, a hand-made children's shoes customized brand from Spain, said: "it is quite difficult to combine aesthetics with technology in the production of children's shoes.

Children need complete comfort, and material selection and material pruning are also very complicated because we need to ensure one hundred percent of children's safety.

You have to be responsible for that. "