Domestic Market For Children's Wear Changes, Competition And Opportunities Coexist

Lining group force Children's wear In the next 5-10 years, "little Lining" will become the key direction of group development. Lining's children's wear will focus on providing sports products for children aged 5 to 12 years. As early as in 2010, Lining worked with children's clothing brand paramount to launch Lining's children's clothing.

Of course Lining is not the only one. Sports brand has become a powerful force in the market of domestic children's children's clothing.

In 2008, Anta launched the subsidiary brand ANTAKIDS, as an extension of Anta brand, and widened sales with the help of the brand's market influence, mining new user groups, and opened 160 children's wear stores in one year. In 2009, 361 degrees after listing in Hongkong also launched a series of children's clothing, and planned to spend 9% of the 2 billion Hong Kong dollar financing in the research and development of children's clothing. In April this year, at the 10th anniversary celebration of XTEP, there were also reports that XTEP will open 100 children's clothing stores this year. It is said that PEAK also has the intention to enter the children's clothing market. As early as 2001 and 2002, Nike and Adidas introduced children's clothing products in China.

Leisure brands are not idle. By the end of 2011, Semir's children's clothing brand Barbara's revenue reached 2 billion 52 million 787 thousand and 600 yuan, accounting for about 1/4 of the company's total revenue. In the 2011 fiscal year, it also launched the independent children's clothing brand "MooMoo". Including Giordano, seven wolves and other leisure brands are also involved in the field of children's wear.

And the Chinese enterprises that originally engaged in children's wear OEM are also in the process. Brand transformation 。 Dr. frog and the group are representatives of this group.

Another force comes from abroad. For example, in May 2012, the Japanese children's wear brand DreamBabys entered the Chinese market through cooperation with Chinese local companies, which has long been a longing for the Chinese market. Danish children's clothing brand GreenCotton also found Jiang Xiongfeng through its embassy in China, hoping to enter the Chinese market in a cooperative way. Luxury brands in Europe and the United States are also eyeing China's "children" and have launched a series of children's wear. So far, Gucci, Armani, Anna and Sue are doing children's wear.

PE/VC is also exploring opportunities in this market. In September 2010, the children's clothing enterprise grew up by the letter box capital, and the green box was injected 20 million yuan. In November of that year, DCM also provided 120 million yuan investment for it. At the beginning of this year, Yun Yue Fund announced that Guangzhou Ying Ying, the leader in the acquisition of Chinese Baby Garments, invested about 100 million US dollars. Prior to being listed, Dr frog received capital injection from Xin Xin capital.

　　 Rapidly growing large market

Before investing in Guangzhou AI, Yun Yue fund has been in China's baby market for more than two years. "Baby industry belongs to the category of consumer goods, but the growth rate of the whole industry is higher than that of ordinary consumer goods," said Yun Mao, senior vice president of the British and American love project.

According to the CIC consultant's report, in 2009, the consumption of children's articles increased from 56 billion yuan to 153 billion yuan, the compound annual growth rate was 22%, and in 2013, it was expected to grow to 306 billion 100 million yuan.

This optimistic growth expectation is based on the general trend: China's children's clothing market 2009-2012 years of prospect forecast report shows that China will enter the fourth peak of fertility, and the new baby boom will bring "the baby boom". Infant economy A full-scale outbreak.

In 2007, the founder of the Xiong Feng Group, Jiang Xiong Feng, persuaded the Japanese Sanrio Co (Sanrio) to authorize him to run HelloKitty children's clothing in mainland China, based on the prospect of the market for Chinese baby clothes: "from the 2007 Golden Pig Baby, to the Olympic baby in 2008, the tiger baby in 2010, and the 2012 Long Baobao, many Chinese babies will be born."

Under such a big trend, XTEP analysis shows that the new family mode of "421" mode has gradually become the mainstream of the society (the family structure of the only child generation, -4 elderly, 2 adults, 1 children). Children become the focus of their families, and families invest more and more in their children. This will accelerate children's clothing consumption directly.

In fact, there is a more realistic consideration for some adult clothing brands, whether sportswear or casual wear. The fierce competition in the adult clothing market makes them have to look for new growth points.

Take Semir clothing as an example. In fiscal year 2011, its children's clothing revenue increased by nearly 40%, gross profit reached 38.02%, and two figures were higher than casual wear.

In 2012, Semir still had plans to "expand Barbara", and thought that "domestic casual wear is currently in full competition, while the domestic children's clothing industry is at a stage of growth."