Industry Observation Children'S Clothing: "Rising" Sounds

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Recently, Hangzhou Tower children's market is busy adjusting to introduce more luxurious children's clothing.

"Just in the first half of 2011.

If we count the brands of Burberry, Armani Junior, D&G, Dior, FERRE, Diesel, Kenzo and Mikihouse before the Hangzhou Tower, we plan to introduce the luxury luxury children's shoes, and the children's boutiques in the Mixc, and the children's clothing at the flagship store at Lakeside street. It is estimated that there are more than 20 luxury children's clothes in Hangzhou.

"Before, a 60 thousand yuan consumption order is rare and is now commonplace."

Hangzhou Tower children's mall manager said.

Take Burberry children's clothing, a pair of board shoes about 1500 yuan, windbreaker is about 2000 yuan, such a price for many guests is relatively ordinary.

"They all think it's cheaper, at least 1/3 than the Burberry adult counter."

The staff said that the price of the summer wear is still cheap, and the order for winter wear is basically ten thousand yuan. Mikihouse a down jacket is over 6000 yuan. If you match sweaters, trousers, shoes and so on, it will cost nearly twenty thousand yuan.

The entry of luxurious children's clothing abroad has pushed the domestic children's clothing brand that once aroused the wind to the "stand aside".

In the recent adjustment, the ivy has been quietly moved to the middle island, and the brand performance of the children's shopping mall has been declining gradually. It used to sit on the top of the children's Mall, and now even the No.1 of central island can't be ranked.

Facing the aggressive situation of luxurious children's clothing abroad, domestic brands are also taking advantage of the rise in prices to enhance brand grades and image and shorten the gap with foreign children's clothing brands.

Unacceptable price increases

"A coat that looks at the eye costs three hundred or four hundred yuan, and pants also cost one hundred or two hundred yuan. The children's clothes are too expensive."

Ms. Zhang told reporters that she had no time to shop for several shopping malls.

"Although it has always been said that children's clothes are more expensive than adults, the price of children's clothing is still unacceptable to her."

Ms. Zhang is not the only one. Many mothers say that children's clothing is expensive in 2011, far beyond the budget for the purchase of new clothes for children.

In 2011, children's clothing prices skyrocketed, confirmed by some brand salesmen.

According to Zhang Xiaozhi, director of children's clothing at baby Belle, although the situation of different brands is different, the price is increased, which is about 30% higher than that in 2010.

Take children's underwear for example, in 2010, fifty or sixty yuan in 2011 rose to seventy or eighty yuan.

In the past, cheap baby underwear was only twenty or thirty yuan in the "baby Belle" store, and the price of the product had disappeared in 2011.

The underwear that children wear is the cheapest fifty or sixty yuan, and it is still very thin.

Compared with children's underwear, the price of the coat increased more obviously because of the increased design cost.

"Li Ying Fang" sales staff told reporters that the new autumn products compared with the price in 2010 rose by 30% to 40%.

"In 2010, a children's cotton jacket was 469 yuan, and 2011's cotton padded dress was 649 yuan.

Pants also rose, more than 100 in 2010 and more than 200 in 2011.

"Li Ying Fang" sales staff said.

A few years ago, there were many parents who were going to buy clothes for children in various stores, but there were not many people who actually paid.

Many salesmen say that the first thing many parents do when they pick up their clothes in the store is to look at the price. After asking for a discount, they do not go back.

The price of children's clothing is high and the discount rate is not low. Consumers are questioning whether there is a high price component.

"In recent two years, production costs, labor costs and operating costs have been rising. Especially in the first half of last year, raw materials such as cotton have gone up so much that they will definitely increase the price of children's clothing.

The price of fabrics and accessories has increased this year, which will affect the price of finished products. "

Ma Baowei, managing director of ugly brand, explained.

ForU brand marketing department also admitted to reporters: "good children's clothing brand from the selection, processing, testing cost of each link is higher than adult clothing, give baby products for children to choose materials on the more exquisite, to pay attention to environmental protection, health, technology is more complicated."

However, no matter how to explain, it is not easy for consumers to accept price increases.