61 Nearly Speaking Children'S Clothing Market, The Future Pattern Development Is Still Unknown.

According to the data, there are about 400 million children in China aged 0 to 16, of whom 0 - 10 years old account for 80% of the children.

Today, children's Day is approaching. Children's wear The market is bound to usher in a sales boom. According to the data, there are about 400 million children in China aged 0 to 16, of whom 0 - 10 years old account for 80% of the children. So some people say that the children's clothing market in China is just like the bright smiling face of children, ushering in the rising sun.

But when we see that many clothing companies are pouring into children's clothing field, Boston, the leading brand of feather clothing, which has just entered children's clothing industry last year, has chosen to quit altogether. Children's clothing market will be deducted into what pattern is still unknown.

　 Appliance brands fight children's wear market

The twentieth China International Clothing and Accessories Fair (CHIC2012), held in March this year, takes the theme of "FLY WITH ME flying over the future" as the theme, and implies that the era of explosive growth of children's brands has arrived. From the perspective of fashion, children's life hall has eight characteristics. Dr. frog, Barbara, parkland, Mamie Marka, red, yellow, blue, today's boy, Emperor Tao, pane, piglet, Peng Kwu, 361 degrees, Anta, seven wolves, Bei Bei Kingdom, Babu beans, Teletubbies, three point water, 1001 nights, pencil club, Miss morden, love making, beetle house, beetle house, long time, Di Zi and so on 120 brands participated in it, showing the top and middle class children's clothing, children's shoes, teenage clothing, baby clothes and supplies, toys, stationery at home and abroad, to cater for the current trend of creative fashion and wind penetration into children's clothing and children's products.

Among them, Parker Lan Di and its new brand Haier brothers children's clothing were unveiled. With the theme of "new vitality and more blooming", the exhibition of more than 300 square meters was bright.

How did Haier start to wear children's clothing? The China clothing association said that there was no strong brand in the children's clothing market and could monopolize the market, so every participating brand would have the opportunity of balanced development. Kang Tingting, a spokesman for paramount, said that if Haier was only an electrical appliance enterprise, it would be far fetched to enter children's clothing, but it took the animated cartoon of Haier brothers in its early years. It is understood that "Haier brothers" as a late last century, a widely influential domestic cartoons, has affected the two generation of the 70-80 generation. This year, Haier group entered into the children's wear industry and cooperated with the children's clothing giant Parker blue to make the children's clothing of Haier brothers meet with the vast numbers of consumers. Kang Tingting said, Haier brothers children's wear will appear in the appearance of Haier life hall, besides children's clothing, also include daily necessities and textile supplies, such as bed products, towels and so on.

Prior to that, Parker Lane had worked with well-known sports brand Lining and fashion sports brand KAPPA from Italy. Kang Tingting said that previous cooperation with sports brands was mostly in the form of brand authorization, while the cooperation with Haier brothers belonged to the form of partners. It is understood that Haier's intervention in children's clothing is to expand the industrial chain; and Parker Lan Di wants to take this in-depth and occupy the market of the three or four tier cities, because in three or four tier cities, Haier appliances are well-known and highly trusted Chinese brands.

　　 Hundreds of millions of scale clothing brand temptation

In recent years, with China Adult clothing The development of the industry is slowing down. The children's clothing market, which is in a period of rapid development, has naturally become the focus of attention of all the enterprises in the industry. It is understood that the domestic children's clothing market has reached 100 billion scale. For such a huge market, many local clothing and clothing brands have started their actions.

"Children's clothing is the last piece of cake in China's clothing market". This view has a long history, and the development of Chinese clothing market is also verifying this view. According to relevant data, the top three brands that occupy the Chinese children's wear market in 2011 are Adidas, Nike and local brand balbala. The international sports brand Adidas and Nike have won a share in the domestic children's wear market. Balbara's growth rate of revenue in 2011 has even surpassed that of its parent brand "Semir" casual wear. Such a market performance, on the one hand, shows the rapid development of children's wear market, and on the other hand, we can see the efforts of adult clothing brands to seek breakthroughs in the children's wear market.

Following the footsteps of Semir, the casual clothing brands such as Metersbonwe and news birds have entered the children's clothing market. Metersbonwe has launched two children's wear brands, ME&CITY KIDS and Moomoo, and the news bird has launched its own children's wear brand - BIGROOSTER.

Adidas and Nike have been in charge of the children's clothing market for many years compared with the local clothing brand's children's clothing market. As early as 10 years ago, the two international sports brands have launched their own children's clothing products. After years of exploration and development, these two international brands have occupied a large part of the market space in China. In contrast, the exploration of children's clothing market by domestic sports brands started relatively late, which also made local brands lose the preemptive advantage in the high-end market. At present, most localsports brand children's clothing such as Anta, Lining, XTEP and so on are located in the low-end market. Facing the market opportunity of the international brand for nearly 10 years, domestic brands begin to expand to the market segments.

Not long ago, at the press conference on the strategic cooperation between children's clothing and children's channel of 361 degree children, Chen Zhicheng, general manager of the 361 degree children's wear department, who engaged in children's clothing business for more than 20 years, said: "at present, in China's children's industry, if the market is in accordance with the product life cycle of the industry, it has not yet entered the growth stage, because the clothing industry has a birth period and a growth period, and there is a rapid development period. China's children's wear has been in operation for a long time, but it hasn't really entered the stage of growth yet. The market of children's wear industry in China can be roughly divided into two echelons. One echelon is in shopping malls, and the most basic price of a garment is between 180 yuan and 350 yuan. In another so-called "lower market", the most basic price of a garment is between 25 yuan and 30 yuan. There is a market gap of 80 yuan to 150 yuan, which leaves room for 361 degree children's clothing.

Chen Zhicheng said, 361 degree children's clothing to create this market, to lead the industry to do this market. At present, in the expansion stage, the price of children's clothing at 361 degrees will always be kept in the low standard of mid-range, and the research and development design should be done according to terminal display, so as to maintain full competitiveness.

From the perspective of market competition, international brands occupy half of the market and almost monopolize the high-end market, while the brand influence of domestic brands is not strong enough. Children's clothes are different from adults' clothes. Buyers are the parents of their children, so they have very high demand for brands. As the main consumer group in the next few years, "80 generation" is a relatively practical consumer group with relatively mature brand choice ability. It has the pursuit of individuality, fashion and fast fashion, and also puts forward high requirements for brand integrity. Consumers are concerned about brand and brand added value, so for brand children's clothing, it should be considered a good period for development.

　　 Bosideng quit children's wear area

However, as many garment and garment enterprises poured into the field of children's clothing, Bosideng, who was involved in children's clothing industry last year, decided to quit. In order to reduce its dependence on down garments, Bosideng actively expanded children's clothing business in recent years, hoping to become a multi brand carrier. However, Bosideng adjusted its business structure in March this year to withdraw from some of the smaller non down businesses, including the sale of children's clothing business for only 1 years.

　　 Bosideng It said that it had transferred the 51% equity interest of the company to the management of the Rambo company at a price of $10 million 400 thousand, equivalent to the cost of Boston's acquisition of the shares in 2011. Rambo star has children's clothing brands such as tinkling cats and big eye frogs. As at the end of September last year, the turnover in the first half of this year was 48 million yuan, accounting for nearly 2% of the current turnover. Bosideng bought Rambo company in March 15th last year when Bosideng announced ambitious plans to invest 100 million yuan in its children's clothing, opening 150 to 200 stores a year, and increasing the number of outlets to 2000 by 2015.

Bosideng said that Bosideng will continue to implement the strategy of four seasons development. The adjustment is a business adjustment so that the company can concentrate more resources and effectively put resources into more large-scale businesses.

Bosideng has not explained too much about the reasons for leaving the children's clothing market, but it can be seen from the data that the turnover of children's clothing in Rambo last year was 48 million yuan in the first half of last year, accounting for only 2% of the turnover in the group period. "It is difficult for us to speculate on the reasons for Boston's abandonment. It may be a choice of the direction of the group's business, or maybe it is not optimistic about the future of children's clothing industry." Zhu Meng, a clothing industry analyst and a strategic advisor of the strategic planning company, said.

However, Zhu Meng said that until now, there is not a single brand in the domestic children's clothing market. The brand concentration is very low and the market is highly dispersed. Even the transnational giants such as Nike and Adidas are all mediocre, while the market share of traditional children's clothing brands such as PhD and frog is also 2% - 3%. "Now the so-called leader in the field of children's clothing is far from forming the brand leadership in the field of adult clothing, so it will be an opportunity for any latecomer, because the cake is bigger and bigger, and everyone will become the ultimate industry leader." Zhu Meng said.

In short, as the consumption power of society begins to shift to the next generation, the heat of Chinese children's clothing market will undoubtedly continue for a long time. At the same time, the competition between international children's wear brand and local children's wear brand, professional children's wear brand and clothing children's wear brand will also be more intense in this field. In the face of many opportunities and challenges, children's clothing brands, which still have a long way to go on the road of development, still need to invest more in brand building, and strive to cultivate children's clothing brands recognized by consumers in a short time.