Children'S Clothing Industry: Market Segmentation Has Just Begun.

They are still wearing traditional cute cartoons for their children.

In recent years, the popularity of traditional cute cartoon children's clothing has been catching up with adult casual sports and children's clothing. Sports and leisure style children's clothing has become the preferred choice of "tide" mothers.

The industry believes that this with some sports and leisure big names have grabbed children's clothing.

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This has also been recognized by Hong Zhi ye, a senior advisor of commodity circulation in the consultative consultancy group of South Central Asia Pacific (International).

He said that so far, the domestic children's clothing market has not yet formed a national brand or leader brand, such as men's wear, women's wear, casual wear and sportswear, and the degree of brand concentration is not high.

At the same time, the channel control of children's clothing is also relatively weak. From the shopping mall, children's clothing is basically located in the worst location of the top floor, and some shopping malls don't even set up children's clothing area simply because children's clothing's flat effect ratio is lower than other clothing categories.

From this we can see that the added value and profit level of children's clothing is not high at present, and the standard of channel is profitability.

But this reflects the development potential of children's clothing market from one side. More and more latecomers have also seen such opportunities, especially those related to shoes and clothes and fashion.

According to Baron, in the domestic market, children's clothing always focuses on cartoon and cute style, but now it is developing towards sports and leisure. This is a manifestation of market maturity.

In foreign markets, children's clothing has long been developing towards adult wear. Adidas and Nike both have their children's wear series and have entered the Chinese market very early.

According to Baron's analysis, the development of children's clothing is usually one or two beats later than adults.

For example, for the domestic garment market 10 years ago, the style was divided generally, mostly collectively referred to as leisure, then began from leisure to business and leisure, and then to the fashion city, home, outdoor, sports and other subdivision direction, and others to dress and dress direction.

Children's clothing is also the same. Before it may be cartoons, loveliness and leisure style, next is further subdivision. There are basically four directions:

The first direction is leisure sports.

Of course, this can only be fashion and leisure, but not in the direction of professional sports.

The second direction is dress.

With the improvement of consumption level and the need for children to enter and outfit, the appearance of children's dress is inevitable.

The third direction is outdoor clothing.

For children's clothing, this is also a style that is bound to appear. Of course, baby clothes will not develop in this direction. It is aimed at children over two or three years old.

The fourth direction is fashion home entertainment.

There is a fashionable and casual style in the garments, that is, the clothes that young people are wearing when they are in bars or shopping. For children's clothing, this style will not appear, but there will be a similar fashion home leisure style.

Baron said that leisure sports children's clothing is now appearing, but other or even more subdivision directions will soon appear.

As for the impact of sports and leisure brands on children's clothing, he believes that sports brands have the advantages of well-developed market networks, abundant capital and advanced enterprise systems. Their involvement will break the original market pattern of children's clothing and bring certain challenges to traditional children's clothing enterprises.

But according to Hong Zhi ye, the entry of sports brand has limited influence on the traditional children's clothing market, because they represent only a market segmentation direction, and children's clothing development direction is more than this one.

Moreover, traditional children's clothing enterprises can also get involved in sports and leisure fields, but in turn, sports brands are hard to get involved in traditional children's wear enterprises.