Domestic And Foreign Brands Rush To Eat Children's Clothing 100 Billion Cakes

With the shrinking of adult clothing profits, children clothing It has become a rich dish in the eyes of related enterprises. According to Liu Jia, Secretary General of the children's wear Committee of China's clothing (000902, stock bar) association, at present, the children's clothing industry in China has 100 billion yuan market scale and 5 billion production scale.

In the face of such a huge market, many brand enterprises have asked for "a share of the cake". Cui Hongbo, chief executive officer of Shanghai Zheng Jian Brand Management Consultants Ltd., said, "children's wear." market It is the last piece of cake in China's clothing market. This year, children's clothing industry is still in a period of rapid growth, but the pattern will become confusing. According to the data provided by brand management, Adidas, Nike and Barbara are the top three children in the domestic market in 2011.

On the one hand, the present local children's wear industry The first brand balbara (from Semir) achieved operating income of 756 million 933 thousand and 700 yuan in the first half of 2011, an increase of 57.48% over the previous year, higher than that of Semir casual wear. Such a good performance, had to let other brands "jealous", so Metersbonwe, good news bird, Taiping bird and so on have tested children's clothing.

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.

In February 21st, Qi Kai Ge, general manager of Nike sports (China) Co., Ltd., vice president of Nike brand, told the daily economic news that 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.

On the same day, Song Zheng, chairman of the good boy group, told reporters that with the cooperation of Nike 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%, accounting for 80.10% of the total children's wear market. It is estimated that the market will exceed 100 billion yuan by 2013.

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."