Inside And Outside Brands Rush To Eat Children'S Clothing 100 Billion Cake

With the shrinking of adult clothing profits, children

In the face of such a huge market, many brand enterprises have asked for "a share of the cake".

Shanghai is seeing

On the one hand, the present local children's wear

On the other hand, sports brands are also looking for new profit growth points in recent years.

"Children's wear brands will become the next battleground for every major sports brand."

Cui Hongbo pointed out.

It is understood that Adidas and Nike have entered the children's wear market 10 years ago, and domestic sports brands Anta, Lining and 361 degrees have launched children's clothing products in recent two years.

From the price point of view, Adidas and Nike children's clothing are positioned in the high-end market, Anta children's clothing is positioned in the low-end market, and Lining's children's clothing is also aimed at the middle end market.

Yesterday (February 21st), Qi Kai Ge, general manager of Nike sports (China) Co., Ltd., vice president of Nike brand, said Nike is working strategically with the good children group in matters relating to children's wear.

At present, the development of children's clothing market in Nike is mainly dependent on strategic cooperation with good children group. Good children have become the largest agent of Nike's global children's products.

Yesterday, Song Zheng, chairman of the good boy group, told reporters that with Nike cooperation for 10 years, now there are more than 900 Nike children's wear stores in China, with a total sales of over 1 billion yuan.

In terms of e-commerce, sales in the past two years reached 200 million yuan in the case of distribution through Internet channels.

He believes that vigorously developing e-commerce in 2012 will greatly accelerate the growth of performance.

Cui Hongbo said that the layout of domestic brands facing the international brand line for 10 years needs to more accurately refine their positioning.

Meanwhile, in April 2, 2011, Dior children's clothing opened in Shanghai's Hang Lung Plaza, which means that international luxury brands began to enter the Chinese children's clothing industry, including BurberryChildren, GucciKid, BabyDior and ArmaniJunior.

According to the data, there are 380 million children aged 0 to 16 years in China.

In 2003~2008, the consumption of children's clothing at 3~12 years old increased from 42 billion 500 million yuan to 68 billion 700 million yuan, with an average annual compound growth rate of 10.09%, which accounted for the whole children's clothing consumption.

In this regard, Cui Hongbo believes that from the perspective of market competition, international brands occupy half of the country and almost monopolize the high-end market, while the brand influence of domestic brands is not strong enough. "Unlike adults, buyers are their parents, so the demand for brands is very high."