The Emergence Of Children'S Luxury Brands Has Raised The Threshold Of Children'S Wear Market.

A suit of children over 1 years old sold for more than 2000 yuan. Dior's cotton sweater sells for over 3000 yuan. The winter suit sells for 7000 yuan to 8000 yuan, and a T-shirt costs 600 yuan. When the men's wear market is no longer growing, families see the last soup in the clothing plate -- children's clothing.

In the past, the occupants of the children's clothing market were "Mickey", "parkland" and "

"," water boy "," Ya do "," one stop "," little pig banner "," ABC "and so on. According to the test results of the sales information of children's clothing of the major retail enterprises in China by the China Business Information Center, the market share of these brands is relatively high.

This pattern will be broken by more and more new adults.

The newly added brands include JNBY and seven wolves in the domestic market, and Versace and GUCCI of the international brand. Now, the area of their store 1/5 is their growth potential in the next 30%.

Obviously, these similar versions of the brand adult suit are not cheap at all.

How big the profit margin of children's clothing can lead to a big stop at home and abroad.

According to an insider, "the more famous children's clothing is, the greater the profit.

Some brands even have a profit margin of more than 100%.

So even if we hit 50 percent off, businesses will be profitable.

It can be seen that the brands concerned about the market scale of the 100 billion yuan children's clothing industry and the scale of 5 billion production in the next five years.

Inland products with love

In the industry view, when the category begins to subdivide, it shows that the competition of this category has begun to turn white hot. "If you can't occupy the 123 line brand in the children's clothing market from three to four, you are very dangerous."

Mr. Zhang, a manager of a children's clothing enterprise in Ningbo, said in an interview.

In 2009, the seven wolves who had had 19 years of history began to "break in".

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When the seven wolf started its brand, its main target group was located at the age of 25 years old, ~40 years old.

"When these users grow up to be parents, their children are already loyal to the genes of their brand, and naturally they will form a continuous consumption."

A consulting firm's professional analysis said.

Since 2000, the children's wear industry has been in a period of rapid growth, but the pattern will become confusing.

According to the data provided by brand management, Adidas, Nike and Barbara are ranked the top three in the domestic children's wear market in 2011.

Barbara (from Semir) achieved operating income of 756 million 933 thousand and 700 yuan in the first half of 2011, an increase of 57.48% over the previous year, higher than that of "Semir" casual wear.

As of 2011, there were about 3300 stores in Barbara's children's clothing.

This is why many adult brands are involved in children's wear market.

There are domestic brands such as Shanshan, Semir, Metersbonwe, good bird, seven wolves, Bosideng, Jiangnan Buyi, Lining, 361 degrees, Anta and so on. After that, there are all kinds of brands, many brands do not ask where they come from, so that the domestic children's clothing market seems to break the surface of calm.

"Clothing brand extends to children's clothing, has certain advantages.

Because the garment brand has mature brand operation ideas and market experience, at the same time, the mature garment brand also has advanced business mode and strong design power.

These participants can make the development of domestic children's wear brand more rational and mature, and at the same time, it will further promote the competition of children's wear market in China.

Mr. Zhang said.

At the same time, many people have seen the growth of children's clothing e-commerce in the future. JNBY has opened its own shop on Jingdong, and children's clothing has also been distributed in the same period.

Luxurious foreign brands

In the process of adult clothing children's clothing in China, most of them are in the right place, and have not produced the big brands in the real sense, and the lack of big brands is the opportunity. Yu Shiyang's brand luxury children's wear is beginning to catch up.

A shirt 3000 yuan, a Burberry girl Trench leather coat price 7810 yuan, sky high price did not stop the enthusiasm of parents, more large brands also found this market.

Gucci, StellaMcCartney, Lanvin, NIKE, Adidas, BabyDior, D&Gbaby and ArmaniJunior have entered the market of luxury children's clothing. The sale of children's clothes sold by civilians and ZARA is getting better.

From the perspective of the development of foreign brands, the maturity of children's clothing market is also accompanied by the pace of big brands entering the children's wear market, which has become the fashion trend of fashion circles.

The famous brand Burberry is one of the first big brands to enter the children's wear market. Gucci, Dior and so on have their extended children's sub lines. The sports brand Adidas, Nike and so on also started the kids series very early.

ArmaniJunior children's clothing this year is ushered in the 30th anniversary grand ceremony.

According to sources, in 10 years, there were more than 900 NIKE children's wear stores in China, with a total sales volume of more than 1 billion yuan.

Luxury goods are no longer exclusive to adults.

It has raised the threshold of the children's clothing market and increased the share of the major adult brands.

"Even if there is no advantage in the sales volume, there are hundreds of thousands of clothes that are enough for you to buy ten ordinary brand clothes."

A salesperson from Gucci said.

All this is due to another baby boom.

According to the National Bureau of statistics, the number of children aged 0 to 16 in China is as high as 380 million.

The consumption of children's wear in China has been on the rise in recent years, and its growth rate has been maintained at an alarming rate, and the market is far from saturation, that is to say, the demand for children's wear will be greater than that in the adult clothing market.

Temptation from children's clothing

Compared with the difference of adult clothing, children's clothing can be adjusted to a certain extent. Adult clothing consumers have different demand for clothing due to their different occupations, cultural levels, personalities, hobbies and values.

Therefore, manufacturers often need to subdivide the market according to different factors.

Children's clothing market is different. The main body of the market is children. Although children's buying motives are also different due to different family economic conditions and parents' interference in children's behavior, generally speaking, children have little difference in clothing choice due to their educational level, social experience and so on. Therefore, children's clothing market can use similar or similar products, pricing, distribution channels and promotion strategies, so as to achieve the goal of reducing costs and obtaining maximum benefits.

Business practice of children's wear

1. advertising is useful: children usually watch TV for 25~30 hours in a week, and children under 5 see more.

Therefore, some new children's clothing should be opened or squeezed into the market, and the repeated stimulation of advertisements is an effective way.

Parents have obvious memories of children's clothing with large advertising volume, and these brands will be taken into account when making purchase decisions.

2. the location of shops is lively: over 95% of consumers buy children's clothing in comprehensive shopping malls and supermarkets.

Because there are all kinds of products, reliable quality, various activities, children are willing to go.

3. the peak season of sales is in festivals: the eve of the Spring Festival is the peak period of the traditional consumption of Chinese residents. Children's wear sales are no exception. According to statistics, sales of children's clothing accounted for about 40% to 50% of the annual sales volume. In addition, Christmas, new year's day, Spring Festival and students' winter vacation are also the regular peak season.

4. heavy profits: all parents are closely concerned about their children's health. Some cotton underwear and socks are the parents' first choice.

With the improvement of the consumption level of the citizens, the market of low grade children's clothing has become very limited, and the middle and high grade children's clothes are gradually becoming popular. Therefore, we should pay attention to the moderate price of children's clothes when they are in the goods.

5. production is concentrated in the old clothing areas: at present, the main selling bases for children's clothing in China are Guangdong Foshan, white horse, Fujian Shishi and Huzhou Zhili.

Guangdong Foshan is the most concentrated place for children's clothing, where children's clothing can be found at any price.

Hangzhou's clothing wholesale market is also emerging as a wholesale base for the Yangtze River Delta and the whole country. Wholesale markets like Sijiqing attract more and more fashion dealers.