Development Trend Of Children's Wear Industry

Industry shuffling approaching quality short board

"Children's clothing market is the last piece of cake left in the Chinese clothing market". Cui Hongbo, chief executive officer of Shanghai Brand Management Consultants Limited, pointed out that the profits of the adult clothing market have now shrunk, and children's clothing is still a high profit market in the clothing industry.

According to China clothing association children's wear Secretary General of the Committee Liu Jia disclosed that at present, the children's clothing industry in China has a market scale of 100 billion yuan and has a production scale of 5 billion yuan.

As China's major brands have announced their entry into the children's wear market in 2012, China's children's wear industry will officially enter the shuffle period. A famous clothing brand manager from Fujian told reporters that "the real vitality of clothing brand is still from products". If we pursue the scale and give up the quality of products at the same time, after a certain scale, the profits of enterprises will be faced with the ceiling.

　 Famous brand beachhead market at home and abroad

Hundreds of billions of cakes have made famous brands both at home and abroad enter children's clothing market. According to the existing signals, the competition of children's clothing market will become more intense this year. According to the data provided by brand management, the top three children's clothing markets in 2011 were Adidas, Nike and Barbara.

At the end of last year, Metersbonwe announced the launch of the Metersbonwe brand children's wear brand in the spring of 2012. The new children's wear brand Bylot, officially announced on the new year's day, landed in the domestic market. GXG and other Ningbo brands Also invested tens of millions of yuan to enter the children's clothing industry, of which Taiping bird's children's wear plate has been basically ready to finish.

The intention of all brands to make the above move is obvious, because the first brand of the local children's wear industry is Balak Bara. Judging from the performance of Semir, with its brand growth slowing slightly, its children's clothing brand Barbara's business prospects are still good, and it has continued the rapid growth trend of Semir in recent years. In the first half of 2011, the sales income of Semir's casual wear reached 2 billion 193 million 430 thousand and 400 yuan, an increase of 32.75% over the same period last year. "Balbala" children's clothing reached 756 million 933 thousand and 700 yuan, an increase of 57.48% over the same period last year.

"The high growth of children's wear brands will become the next battleground for all major sports brands." Cui Hongbo pointed out.

　　 OEM mode is facing quality supervision to control risks

"The price is higher than the original, but the quality is getting worse." Ms. Yang told reporters that a cotton T-shirt last year only 90 yuan, this year has risen to 150 yuan, "although the sign is written on 100% cotton content, but I know that there is no 100% cotton." Ms. Yang pointed out that "to stretch the clothing, we can see the polyester thread in the fabric."

In order to rapidly expand and seize the market, children's clothing brands generally choose to produce products. While enjoying the OEM mode and reducing the production cost, brand clothing now has to face the risk of OEM mode.

"After product line outsourcing, the biggest problem is product quality There is no guarantee. " Insiders from a brand sportswear revealed to reporters that in order to rapidly expand the scale, the outsourcing of production lines has become the only way for brand development. According to its introduction, the foundry mode has a headache problem, which is to increase product quality supervision and control risks, while brand clothing is outsourced in the production line, and the quality of products has begun to slide, and the brand is powerless.