Golden Baby Is Officially Involved In Domestic Children's Clothing Products Directly Imported From The United States.

The golden baby, who opened the door to the Chinese market with the early education business, officially entered the domestic children's clothing industry. This is also the biggest move made by Bain in the Chinese market after the wholly-owned acquisition of golden babe in 2011.

Yesterday, Wang Lihong, managing director of Bain investment (Asia) Limited, told reporters that golden baby has been teaching in China for 10 years. After years of exploration, it has had a deep understanding of Chinese consumer demand. Children's clothing industry It is a matter of course.

In fact, as early as 1986, golden baby has entered the field of clothing design, manufacture and retail. At present, there are more than 630 direct outlets in the United States, and nearly about one billion dollars a year.

Sun Yiding, who was once the Gome executive, and Sun Yiding, known as Gome fourth, had been working together with Bain during the Gome period. His working ability was recognized by Bain. So after more than a year, Sun Yiding returned to public view with the new identity of president of golden treasure China.

According to the data provided by Jinbao, at present, the age range of children's clothing in the Chinese market is 0~12 years old, and the shop area is between 80 and 120 square meters. Each store is nearly 4000~6000 pieces, and the price of the product is about 130~140 yuan.

But the pace of golden baby entering the Chinese market is not as big as expected. According to Sun Yiding, after first months of market research, only 5 stores opened in Shanghai at the end of January. At present, there are only 5 stores in the city. "We will not take part in the alliance, but wait for China. Children's wear market We should understand clearly and fix the operation means before we consider the future mode. " Sun Yiding pointed out. At present, golden baby's business in China's children's clothing is directly imported from the United States.

　　 Infant industry According to a data released by the research center, the total market size of baby 0~12 in China in 2011 is about 11500 billion yuan. In recent years, the baby market will maintain a high growth rate of about 15%. By 2015, the baby market will reach 2 trillion yuan. At present, the scale of children's clothing industry in China has exceeded the output value of 100 billion yuan.

Correspondingly, it is the high gross profit margin of some enterprises. The half year report of Dr. frog showed that the gross profit rate of its children's clothing reached 53.6%, while the Semir costumes with casual wear and children's clothing also revealed that the average gross profit margin of children's clothing was close to 40% according to the different categories in its annual report of 2011, which was slightly higher than that of casual wear 1~2 percentage points, according to the average annual gross profit margin of children's clothing in June 2011.

Wang Lihong told reporters that all clothing including children's clothing, in fact, gross profit margin at 50% is not surprising at all, because to digest a lot of inventory and operating costs, not gross profit will be able to make money.

According to an industry source, the adult clothing consumer group is wider than children's clothing, which can produce scale effect, while children's clothing is relatively narrow, such as 0~2 years old, 2~4 years old. Aiming at the small age span, it is difficult to reduce the cost. Besides, its design, transportation and other costs are not lower than that of adult clothing. But he stressed to reporters that the current domestic children's clothing industry gross profit is an indisputable fact. "Gross domestic product margins are generally 40%~50%, and import brands even reach 100%~200%."