The Present Situation And Quality Analysis Of Children'S Wear In China: The Strong Differentiation Of Production Attraction

According to the analysis report, since 90s of last century, garment consumption has sprung up in China.

Textile in China

Data show that there are about 400 million children in China aged 0~16, of whom 0~10 years old account for 80%.

After years of development, China's children's clothing has been gradually distributed from the beginning of the decentralized family workshop scale to the Guangdong Foshan and Zhejiang Zhili, with Fujian Shishi, Zhejiang Yongjia and Jiangsu Changshu as the main bases, with Shanghai, Beijing and Beijing as the main bases.

At the same time, with the improvement of family living standards, the consumption demand of China's children's clothing market has shifted from the practical life of the past to the basic life to the beautiful and fashionable fashion. In some developed areas, the demand for children's clothing is becoming more and more fashionable and brand oriented.

Strong attraction for children's clothing production

Because children grow faster and faster, children's wear is characterized by short wearing cycle, many patterns and large demand.

Experts predict that the demand for children's clothing will increase by more than 10% in the next few years.

By 2015, the size of children's clothing market in China can reach 140 billion yuan.

In the increasingly competitive garment industry, children's clothing may become the most intense field of competition among large numbers of enterprises.

In fact, in addition to professional children's wear enterprises, many adult clothing brands have also been involved in children's clothing in recent years.

Some international luxury brands such as Gucci, Fendi, Burberry and Dior have already launched their children's wear parts and have extended their tentacles to the Chinese market in recent years.

Others, such as ZARA, H&M, GAP and other international fast fashion brands, are coming into the Chinese market as well as bringing fashionable children's clothing design into the domestic market.

In the local brand, seven wolves, Shanshan, Tai Zilong, Jiangnan Buyi, Ordos and other brands have launched children's clothing.

In addition, in recent years, in the field of e-commerce, children's clothing has also been used as an important piece to complete the expansion of product lines.

In the past, B2C companies, such as fan Ke pin pin and Mcglaughlin, won the business of children's clothing.

According to the analysis report on children's life and consumption in 2007 in Beijing, the leisure market is the main trend of children's wear. Children's leisure is mainly divided into two types: fashion leisure and sports leisure.

In fashion casual children's clothing, style design and product style tend to be adult and fashion oriented.

Many brands look like a diminished version of adult wear.

Some commentators believe that there has always been a shortage of developers in the huge teenage clothing market.

Although in 2001 and 2002, Nike and Adidas introduced children's clothing products in China, the market did not reach the desired scale.

Therefore, this relatively blank market has also encouraged more sports brands to expand the field of children's wear.

In March this year, Anta children first appeared in China International Clothing and accessories fair. The brand was founded in July 2008, mainly for children aged 3~14 to provide two main styles of sports and lifestyle products, including clothing, shoes and accessories, to meet their daily needs of school, sports, travel and other occasions.

In 2009, 361 degrees also officially launched the children's clothing brand research and development project.

In April 2010, Lining's first KIDS children's wear shop opened in Beijing. Lining adopted the way of cooperation with professional children's clothing company parkland, and jointly launched "little Lining" sports children's wear.

From the consumer market, the rising "80 generation" is the main group of parents in the next few years, and has naturally become the main consumer in the baby market.

According to a survey, 37.5% of the "post-80s" parents are most concerned about whether the style is fashionable and fashionable for their children to buy children's clothing.

The styles adopted by young parents show diversity, and they can easily identify and choose various styles of clothing for their children, such as cute and cute, sports and leisure.

At the same time, if young parents like to wear fashionable brands themselves, they will also feel good about the same brand of children's clothing.

Young people who are accustomed to online shopping will not exclude new products launched by companies born in e-commerce.

Obviously, the fashionable consumption concept of the younger generation has also given enough confidence to many enterprises to invest in children's clothing industry.

At present, the pattern of China's children's wear market is roughly that 30% of the enterprises in China have their own brands, which are sold to 123 line cities. About 70% of the enterprises are mainly processing by generation, and self selling products are facing the vast rural market.

Differentiated development of children's clothing brand

Although a large number of enterprises enter the market of children's wear, the proportion of children's clothing industry in the entire garment industry is very small. Statistics show that the production of children's clothing in China only accounts for about 6% of the total clothing output of the country.

With the younger generation becoming parents, a new round of escalation of children's clothing consumption will start in full.

Brand consumption has gradually become the mainstream of children's clothing consumption, and a well-known brand has become the first choice for young parents to shop for their children.

Experts point out that building a strong brand has become a top priority for China's children's clothing industry.

The industry generally believes that the brand of children's clothing is pforming from extensive management to large-scale and meticulous operation, and from product competition, price competition, marketing means competition to product R & D competition, brand culture competition and brand service competition.

Needless to say, according to age, the psychological awareness of children's clothing is getting stronger and stronger, and the role of parents in buying children's clothing has gradually changed from decision-makers to proponents.

Therefore, children's clothing for different ages needs different positioning.

Therefore, many brands locate infants and young children in their parents, while for children above, they locate children themselves.

At the same time, people of different ages have different cultural elements.

In many children's wear brands, cartoon and cartoon image are indispensable design elements.

For example, the image of Mickey Mouse and Vigny, such as the Disney brand, has always been sought after by parents and children.

However, simply relying on cartoon characters can no longer fully attract parents and children.

Design elements such as lace, shoulder shoulder and bead ornament are commonly used in fashion design.

These fashionable fashion oriented design not only gives children more choices, but also appeals to young parents.

Apart from the breakthrough in the design of children's clothing, in the view of some local enterprises, it is also a way of brand differentiation to convey spiritual demands to children.

Since 2009, the famous brand of children's clothing in China has drawn up a series of marketing strategies to promote the brand optimization and product upgrading of the children's clothing.

Since 2010, Green's children's clothing brand has started to promote "story telling children's clothing", and has made great efforts to build a series of story anime series featuring the click of a teddy bear.

Steady improvement of children's clothing quality

With the rapid development of children's wear industry in China, people pay more and more attention to its safety.

The state's supervision and spot checks on children and infant clothing products have also been continuously strengthened, and the safety supervision of relevant quality inspection departments is becoming more and more stringent.

Recently, the AQSIQ and some provincial quality supervision bureaus announced the results of the state supervision and spot checks of children and infant clothing products and the special sampling results of children's clothing products.

The main testing items involved formaldehyde content, pH value, decomposable aromatic amine dye, color fastness, fiber content, button rope strength and so on. The results showed that most of the enterprises had good quality products.

Since 2006, the AQSIQ has organized the national supervision and spot check of children's clothing products every year.

Over the past 6 years, the passing rate of product sampling has been continuously improved, and the quality level has gradually increased. Among them, large enterprises are stronger than those of small and medium-sized enterprises because of their strong self-control ability.

The results of spot checks showed that the decomposable aromatic amine dye project involving human health and safety was continuously stable, and the pH value, formaldehyde content and color fastness of the basic safety items were also better.

Industry experts said that the production chain of textile and apparel products is relatively long, and products need to be processed through spinning, weaving, dyeing, finishing and final garments. Any part will affect the quality of products.

If production control is not strict, product quality is difficult to guarantee.

Due to the delicate and vulnerable skin of children and infants, China's GB 18401-2003 "basic safety technical specification for national textile products" stipulates that infant textiles belong to class a products, and the qualified value of pH value, formaldehyde content and decomposable aromatic amine dye is even more stringent.

Another problem that people have to pay attention to is that because children do not have or are not fully self-protective, children's clothing design and production process, some small objects, rope belt and other design strong decoration also has potential hazards.

For example, children's tops and neck bands are easy to be caught and dangerous. When they get on or off, children's waist or hem bands are easy to be caught and lead to towing accidents.

It is gratifying to note that in the previous national supervision and spot checks, there were no problems in the inspection of the buttons and tensile strength of infant clothing in terms of the main physical and chemical properties of the products.

Standards are the basis of the quality of products. In order to continue to play a positive role in promoting and protecting the children's clothing market in China, we provide personal safety protection for children and infants.

In recent years, relevant departments have promulgated and implemented the mandatory and recommended standards such as FZ/T 81003-2003 "children's clothing, student clothes", GB 18401-2003 "basic safety technical specification for national textile products", FZ/T 73025-2006 "infant knitted dress", GB/T 22854-2009 "knitted student clothes" and so on.

Among them, the GB 18401-2003 national textile product basic safety technical specification, which has been implemented since 2005, will be replaced by the new version of GB 18401-2010 national safety standard for textile products from August 1st this year.

The scope of application of new revised standards for infants and young children is adjusted from 0~24 months to 0~36 months. The range of pH values of category B (direct contact with skin textile products) ranges from 4 to 7.5 to 4 to 8.5, and the category of banned azo dyes is increased.

In addition, the color fastness, formaldehyde, pH value, and the sampling requirements for the decomposition of aromatic amine dyes were also increased.

In view of the potential hazards of children's accessories, in the FZ/T 81014-2008 "infant clothing standard", children's clothing items such as buttons, decorative buttons, zippers and metal accessories are all regulated accordingly.

GB/T 22702-2008 "Safety specifications for children's tops and belts" and GB/T 22705-2008 "children's wear rope and belt safety requirements" standards have been implemented successively, and also put forward very specific indicators and requirements for the production of enterprises.

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Classification of children's clothing

Children's clothing is a general term for children of all ages, covering all the clothes of people of 0~16 years old.

According to children's physical characteristics and the design requirements and consumption characteristics of clothing, it should include:

0 year old baby clothes, 1~3 year old children's clothes, 4~6 year old children's wear, 7~9 years old children's wear, 10~12 year old children's wear, 13~16 year old teenage clothes.

Children in different developmental stages have their own shapes, styles and personalities. These are the reasons for the colorful design of children's clothing and colors.

Therefore, children's clothing is also known as "wearing a fairy tale on the body."

According to the type of fabric production, children's clothing is mainly divided into two categories: woven products and knitted products. According to their functions, children's clothing can be divided into coat, cotton padded jacket, jacket, single trousers, T-shirt, skirt, underwear, pajamas and so on.

The shape and function of children and infants are changing with age and approaching to adults.

Therefore, children's clothing should not be simply a diminished version of adult clothing, but also should have its own characteristics.

Children's clothing is a variety of clothing that can be used to decorate the world with all kinds of colors. It can be exaggerated in imagination and try to match colors that are taboo in adult clothes, and seek harmony, interest, popularity and individuality in all kinds of colors and collocations.

There are great differences in color and fabric requirements at different age stages.

The style changes are quite different. Some styles are worn at a specific stage.

Children's clothing is characterized by short wearing cycle, many patterns and large demand.

2003~2011 years of children and infants

Clothing product quality national supervision spot checks 3 times and above qualified brand.

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