2012: Independent Brand Is The Mainstream Of Children'S Clothing Operation.

2012 is the year of the dragon. Most Chinese families want to have a dragon baby.

More relaxed government policies and the arrival of the year of the dragon will make China more and more popular.

2012 baby clothing year

Zhang Dekang, director of Obstetrics and gynecology at Prince Wells hospital in Hongkong, said that the birth rate of the dragon in 2012 will increase by 5% due to the power and wealth represented by the Dragon Emperor.

Michel Mark, a consumer analyst at Bank of Paris, said: "the baby boom in the year of the dragon is almost certain. It will promote infant formula, diapers and babies.

Before the 80s of the last century, the domestic pregnancy and infant clothing market was almost blank.

With the development of economy and the change of consumption concept, the market of children's clothing has quietly sprung up.

After more than 10 years of development, China's children's clothing has gone through a process of development from scratch and from simple to meticulous. Now, after 80 days, it gradually enters the birth season, which provides a huge customer base for the take-off of children's clothing.

Compared with the European and American countries, China's "post-80s" are mostly single children. The 4-2-1 family structure allows expectant mothers to enjoy the attention and care of other family members at the very beginning of their pregnancy. They are willing to spend all their money on all products that are related to the birth.

Based on the annual birth rate of 16 million people, even if each expectant mother only consumes 500 yuan maternity dress and maternity underwear, the potential size of the maternity market will reach 8 billion yuan.

If it extends to the infant industry, the maternal and infant industry will exceed 200 billion yuan.

In addition to the increase in the number and scale of the market, the emergence of "post-80" expectant mothers put forward higher requirements for the quality and personalization of maternity dress, and promoted the change from comfort to fashion and functionality.

Due to the high proportion of working women, most pregnant women still need to work in the middle and late stages of pregnancy. Therefore, there is a great demand for professional uniforms and outfits for pregnant women. At present, the market is still dominated by leisure and home clothes, with few choices. This will provide ample room for further segmentation and growth of the maternity dress market in the future.

According to statistics, there are only more than 100 enterprises specializing in the production of maternity wear in China. Most enterprises are small in scale, many of them are family workshops, with low technical content and weak strength. There are less than 10 famous maternity wear brands, and the market leading brands are faced with the opportunities of strong demand and large market share.

At present, there are mainly two levels of maternity dress brands in China. One is the high-end brand represented by October mom, Chi Ni and clemann, the main channel is the mainstream shopping malls and department stores; the second category is the middle and low end brands represented by the beauty, the present baby and the gentleman heart, the main route is the combination of pregnant and baby children; besides, there are also some low-end brands, which are scattered in the wholesale market and below two or three level cities.

Although the brand concentration of domestic maternity dress is low, there are no leading enterprises yet, but with the recent years of separatist fighting, some enterprises have continuously strengthened their brands through upgrading and expanding channels, and gradually established their leading position in the first round of the race.

In June 2011, October mom reached a capital injection agreement with Sequoia Capital and baikah capital. Sequoia and baikah invested 40 million yuan and 20 million yuan in shares respectively.

Among them, radiation protection clothing is almost the "standard" in maternity equipment.

Many pregnant women usually wear this protective clothing when they work, hoping to reduce the impact of computers, cell phones and other radiation on the fetus.

A prospective father said that he should put his wife in the safe and ask for peace for the baby.

It is precisely this kind of "peace seeking" mentality coupled with the vague concept of science that the radiation protection clothing market has been booming.

Not only has it been updated, but its products are constantly upgrading.

From the beginning, the metal filaments became metallic coatings, and the materials also changed from copper to "silver ions".

According to fabric material, there are three kinds of metal fiber (excluding silver), metal coating and silver ion series.

The price ranges from 200 yuan to more than 1000 yuan, and the most expensive silver ion protective clothing is generally worth thousands of yuan.

However, the domestic anti electromagnetic radiation clothing market has not yet formed leading enterprises.

According to the "analysis and investigation report on China's radiation protection poplin market" released by Shang Pu consulting 2011~2016, the clothing market of electromagnetic radiation prevention has entered a new stage of brand competition.

With the popularization and application of anti electromagnetic radiation clothing in people's life, the development prospect of electromagnetic radiation shielding clothing is very promising.

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Independent brand becomes mainstream of children's clothing

The development and growth of independent brands is a bright spot in the development of children's wear industry in recent years. The independent children's wear brand has occupied the mainstream of the domestic market.

Barbara, Dr. frog, tick, red, yellow, blue, Parker, water boy, panty, piglet and other brands have become household names.

Today's children's clothing is very good in color matching, style design and fabric selection.

The style is outstanding, fashionable, personalized, lively, healthy, safe and practical. Children's clothing should have both fashionable elements and children's innocence.

Today's "adult children's clothing" can be said to be a new breakthrough in the field of children's wear design. It subverts the traditional concept of children's clothing, integrates fashion elements in fashion trends into children's clothing, and at the same time gives children fashion trends and fashion.

But even though it's a domestic brand, the price of an ordinary children's down jacket is as high as $1000.