Children's Consumption Market Is Huge &Nbsp; Enterprises Are Scrambling For Nuggets.

Data show that by 2010, the number of births in China has reached the fourth peak. Children's consumption market Great, not only foreign Majors Brand of children's wear Enter the Chinese children's wear market, even some foreign trade enterprise Also began to pay attention to the domestic children's clothing market.

Trillion yuan baby market

According to the research data of the China pregnant and infant research center, there are 380 million children aged 0 to 16 years old in China. The consumption of children's clothing has been on the rise in recent years in China. The growth rate has remained at an alarming level, and the market is far from saturated. That is to say, compared with the adult clothing market, the demand for children's clothing will be greater, and the investment market will also be more intense.

China's children's clothing market outlook for 2009-2012 years released by the website pointed out that the number of new births in China will peak in 2010. The baby boom has brought about a full-scale outbreak of the "baby economy". According to relevant data, since 2000, the growth rate of China's infant industry has reached 30%. It has become the largest consumer country of baby products after the United States, and is expected to enter the trillions club by 2010. In this baby industry, children's clothing will occupy an important share.

Companies scramble for nuggets

In recent years, in the domestic clothing market, men's wear, women's wear, sportswear, sportswear and other "battlefield" are filled with the smell of competition. With the development of financial turmoil, the elimination rate of various marketing channels, whether local brands or international brands, is more tragic than ever. But in the children's clothing market, although there is competition, it seems to be "good scenery here". The reality is that up to now, there is no national brand or leader brand such as men's wear, women's wear, casual wear and sportswear, and the brand concentration is not high. It is true that more and more latecomers have seen opportunities, especially those that are related to footwear and fashion.

On the evening of October 10th, a gorgeous children's show was staged at the headquarters of Fujian Europe and Dragon Group Co., which sounded the horn of its brand, Tutu, formally entering the domestic children's wear market. Chen Zhongshi, chairman of the group, said that enterprises will improve product category structure, speed up terminal construction, and strive to achieve a comprehensive lead in 2011.

A well-known brand of children's clothing, Parker lane, signed a contract with Lining to launch Lining's children's clothing brand LiNing kids. In fact, many famous adult shoes and clothing brands such as the seven wolves, Anta and 361 degrees have played an important role in this "children's clothing craze".

The gradual maturity of e-commerce has also made the B2C company, which once won the victory of adult men's and women's clothing, extended its tentacles to the field of children's wear. At present, the two most popular clothing companies, B2C and Mcglaughlin, have started their business in children's clothing. Prices and fashions are still the magic weapon for them to conquer cities.

In addition, a look at the Chinese children's clothing hot gold rush phase, also flashes the appearance of international brand, such as Baby Dior, D G baby, ARMANI Junior. The most popular ones are Adidas and Nike's two world sports brands, which rely on their huge brand influence and excellent marketing strategies. The latter launched the children's shoes for two or three years and quickly occupied the commanding heights of the market. {page_break}

Channel construction is different.

Nike children's clothing series is designed and developed at headquarters. The production is coordinated and supervised by headquarters. Sales are co operated with a number of domestic distributors including good children. There are direct outlets in Shanghai, Beijing and other places. Its sales channel is good child group alone construction. Adidas children's clothing series is similar to Nike in its operation mode. Its design and production are executed by headquarters, while sales are led by distributors.

In the sales channels, Lining and Anta are in line with the principle of "separation of adults from children". Lining children's clothing stores mainly occupy many shopping malls in Beijing, Shanghai, Shenzhen and other places, attracting many second tier cities franchisees. And "Anta KIDS" will be another sales channel, not in the current Anta store sales. Vic, Mcglaughlin and other B2C enterprises, and C2C companies on Taobao, have copied the strategy of low price and fast fashion to the children's clothing industry through the new consumption trend of online shopping.

With the release of the popularity of Tutu's children's wear, the creation of Tutu's children's products life hall was officially announced. Chen Zhongshi believes that in view of the development of modern consumption, one-stop consumption will inevitably become the mainstream trend of consumption. The product is too single, not only is not conducive to attracting consumers, but also will make the brand lose competitiveness in the market to compete with other brands. The more intense the competition, the more obvious the brand advantage will be if the shoe and clothing integration is realized.

"Low carbon" is highly respected.

With the continuous strengthening of health and environmental awareness in the whole society, a trend of low carbon consumption is rising quietly. This trend is also reflected in the field of children's wear.

Ke Jiaxing, the industry insider, said that at present, low carbon and environmental protection have become the mainstream ideology of the society. In this situation, with the promotion of green environmental protection as the starting point, the concept of environmental friendly children's clothing in the consumer can win more market.

Reporters learned that Fujian Bao de group's Mamie Marka (MOMOCO) began to focus on low carbon environmental protection materials from the procurement of fabrics.

In addition, in order to seize the "big cake" in the domestic market, Shishi children's clothing enterprises are concentrating their efforts on "low carbon" March. There has been a great improvement in the design and environmental protection of children's wear. Many YISHION's natural fibers and health care fabrics are children's clothing materials, and many new products have been launched, which are welcomed by the market. For example, Jemi bear raised the "low carbon wind" of children's clothing at the China International Clothing Fair held in Beijing. At the exhibition, the brand is creatively integrated into the most creative parts of children's intelligence, animation and fashion through magic games, and uses healthy, environmentally friendly and high-quality innovative fabrics.