Lining Is Pushing The Market For Children'S Wear In The Field Of Children'S Clothing.

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.

According to the recent media reports, Lining group has made efforts in the field of 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 old.

As early as in 2010, Lining worked with children's clothing brand paramount to launch Lining's children's clothing.

Of course, not just Lining. Sports brand has become a powerful force in the market of domestic baby clothing.

In 2008, Anta launched its subsidiary brand, ANTA KIDS, as an extension of Anta brand. With the help of the market influence of the parent brand, it broadened sales and excavated new user groups. It 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.

In China, the enterprises that have been engaged in children's clothing OEM are also in pition to the brand.

Dr. frog and the group are representatives of this group.

Another force comes from abroad.

For example, in May 2012, Dream Babys, a Japanese children's wear brand, entered the Chinese market through cooperation with Chinese local companies. Before it had been longing for the Chinese market for a long time, Denmark's children's wear brand Green Cotton 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 outlook for 2009-2012 years forecast report shows that China will enter the fourth peak of childbirth, the new baby boom will bring the "baby economy" full blown.

In 2007, the founder of the Xiong Feng Group, Jiang Xiong Feng, was able to convince the Japanese Sanrio Co (Sanrio) to authorize him to run Hello Kitty 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,

There are still plans to "expand Barbara" and believe that "domestic casual wear is currently in full competition, while the domestic children's clothing industry is at a stage of growth."

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Opportunities and challenges

But at present, the current situation of baby clothes market in China is that no brand or enterprise has enough scale or influence.

In its prospectus, Dr. frog said in its prospectus, its turnover exceeded 630 million yuan. According to Sullivan's ranking, it ranks the top in the domestic high-end consumer goods market, but its market share is only 4%.

This is also an opportunity.

Semir clothing in the financial report that the current domestic baby clothing industry is at a growth stage, "new brands do not emerge."

What is the position of China's local brands in this increasingly fierce competition?

In 2007, the reason why the group was thinking of introducing Hello Kitty children's clothing was a direct reason why its own brand Anebabe wanted to enter the department store and was rejected by the other party on the grounds that she had never heard of it.

In the future, although Jiang Xiongfeng has to take many brand operation paths, he also hopes to introduce more mature foreign children's clothing brands.

"It's very difficult to make a brand in China," Jiang Xiongfeng said. First, patience and economic strength. Besides, from the whole environment, consumers and department stores are more inclined to choose foreign brands.

Compared with foreign brands, there is room for improvement in local children's clothing brands.

Founded in 1995, Guangzhou Ying AI is a company that designs, produces and sells 0-4 year old high-end baby products.

The cloud month fund survey found that Guangzhou British love has a high coverage of 90% in the one or two tier cities of the country.

The sale of their baby clothes is ranked first in most department stores.

But through the survey, Yun Yue also found that consumers who had children, and those who bought them for their children, chose the products of British love and had a high rate of continuous purchase. However, when there were no children, when they bought baby products as gifts, few people chose the products of British love, because the brand was not as famous as ADI or Nike.

"Ying AI has been concentrating on products before, and is relatively weak in promoting brand promotion," Mao said. So far, Ying AI's website is not very beautiful.

This will be one aspect of the cloud fund's promotion in the future.

In Mao's view, a key gap between local infant enterprises and foreign brands is talent.

So, next month, Yun Yue will help Ying AI to recruit better talents in some key positions.

As for the brand pformation of foreign trade enterprises in the field of baby clothes, Jiang Xiongfeng believes that apart from the problem that they may be faced with insufficient funds, the difference in concept will be a very big problem, because the productive people will consider everything from the angle of production, but the team that runs the brand must take the market as the guide and consider only the best price performance products for consumers, rather than the various problems in production.

In turn, at present, the big foreign brands entering China are viewed as "opportunities and challenges coexist" in Mao's view.

"We must admit that department stores and consumers still have the mentality of" Chongyang "for foreign brands, but products that are well sold abroad are not necessarily good enough to sell in China. In some countries, they can't get through in China, Mao Mao believes. Secondly, Chinese children are different from other countries in body shape, feeding habits and so on.

"Especially in the field of baby wear, Chinese local brands have advantages over foreign brands," Mao said, because local brands know more about Chinese children.