The Brand Grows 30% Annually, And The International Brand Goes Into Children'S Clothing.

With the popularity of children's wear market in recent two years, the ambition of big brands to enter children's clothing is very obvious.

In the past year, many international brands such as D&G baby, ARMANI Junior have introduced children's clothing into shopping malls, pricing is also catching up with adult clothing.

Insiders say that

High consumption and high profits have become the main reason for brands to focus on children's clothing market.

The brand grows 30% annually, and the international brand goes into children's clothing.

With the promotional activities such as "happy children's Day" and "new fashion for children's wear", the "61" atmosphere of the shopping malls in the capital market is becoming increasingly strong.

At present, mushrooming has sprung up.

Apart from those brands that specialize in children's clothing, foreign brands have accounted for half of the brands.

Reporters recently visited a number of shopping malls children's clothing area found that ZARA, H&M, C&A, GAP, ARMANI......

Whether European or American big brands or fast fading brands have become an indispensable part of children's wear shops.

The head of the children's wear area is about 5~8 per year, or more than 30%, and the number of Chinese brands is increasing rapidly.

It is understood that in the past 2011, NIKE, ADIDAS, BabyDior, D&G baby, ARMANI Junior and other international brands have extended their tentacles to children's clothing, and have opened their own brand franchise stores in major shopping malls of major cities.

Even Haier, which specializes in electrical appliances, is announcing its children's clothing in the near future. The popular fashion brand Forever 21, which will soon be opened in Beijing in July, will also be presented with children's clothing.

At the same time, several well-known brands in China have also expanded channels to try to tap the high-end market.

A local Costume

The head of the Department told reporters that in recent years, many brands are optimistic about children's wear market, children's clothing of all kinds of brands are also active in the market, which is mainly due to the high profits of children's clothing.

Parents care about children's things, willing to spend money for their children, and the price is naturally high.

The average price of children's clothing increased by 35%

"Children's wear brands seem to be getting more and more."

Many parents have found this characteristic. Not only leisure fashion brands have children's wear sales area, but also sports brands are selling more children's clothing.

Reporters saw in shopping malls, from cotton blouse to trousers, dress, many domestic brands children's clothing prices between 300 yuan to 500 yuan, has been priced at the price of adult clothing.

Some foreign brands have higher prices for children's clothing, some even close to 1000 yuan.

"It's so expensive to make clothes," sighed a parent looking at the children's coat at the price of 276 yuan in the GAP store.

A salesperson from a shopping mall explained that the cost of good children's clothing is higher than that of adult clothing in the aspects of material selection, processing, testing and so on. The products used for children are more fastidious in choosing materials, and they also need to pay attention to environmental protection and health. The process is more complicated and the price is naturally high.

Reporters learned that children's clothing prices are also soaring all the way. Data show that the average price of children's wear has reached 35%, and the average price of an ordinary child T-shirt has reached 300 yuan.

Gross profit per link can be increased by 15%.

"Our brand is Korean design, mainly on the design fee."

Salesperson of a brand children's clothing counters told reporters.

However, thousands of Yuan children's clothing still makes many consumers question.

In fact, the high price of children's clothing is well known, and behind the high price is the high profits of businessmen.

This also lets every brand strive to enter the children's clothing market.

A brand marketing director of children's clothing told reporters: "with the increasing demand for children's clothing brand quality, personalization and brand awareness, many famous brand children's clothes are valued on brand value.

In some seemingly high price, brand value only accounts for more than 50%, cost and logistics account for only about 30%, and R & D accounts for 15%~20%.

In addition, brand children's clothing is priced at a high price, and many times it is also designed to deal with frequent promotional activities in the mall.

Mr. Zhao, a Xiamen clothing agent who has been engaged in children's clothing production and processing for many years, told reporters that in recent years, the multi-layer agent system has made a children's clothing go through multiple agent sales links from factories to counters, and the gross profit growth of each link is currently around 15%.

In addition, Mr. Zhao also said that the high price of some high-end children's clothing brands is a norm.

These brands need to maintain a constant climb in price to ensure their high end and slow prices will be eliminated by the market.

In recent years, the rise of labor, logistics, warehousing, advertising investment, channel construction, shop rents, water and electricity costs has also accelerated the increase of children's clothing sales prices.

Annual consumption demand 2 billion 300 million

Reporters noted that in addition to high profits, the increase in child birth rate in the past two years and the increase in the number of parents after 80 is also the main reason why children's clothing market has become "fragrant cake".

Recently released 2011-2016 years' analysis and investment strategy research on Chinese boys' wear market shows that the consumption demand of children's clothing in China is now around 2 billion 300 million yuan, and the demand is expected to increase by more than 10% in the next few years.

Ms. Zhang, a young mother after 80, said that nowadays fashion is becoming younger and younger. Even children in kindergartens know that their clothes are beautiful and have a brand.

In recent years, it is the 80's parents who have a peak period of growth. Their children are growing up. Their parents' fashionable consumption vision has always been in the forefront of fashion. They will never fall behind people, so businessmen have found business opportunities.

An aunt after 60, accompanied by children and grandchildren in the children's clothing store, looked at the price of the tag and sighed: "now the children are really spoiled, and a piece of clothing costs five hundred or six hundred yuan."

The 80's father will usually be satisfied if he likes his children. "Usually two couples are very busy at work. Because of their guilt, children usually buy toys and clothes that they usually want."

A Post-80's father told reporters.

In addition, mutual comparisons and face saving have become one of the reasons why 80% of parents do not care about the price of children's clothing.

It is understood that only on June 1 children's day, parents spend more than 300 yuan on clothing gifts or toys, some even up to 1000 yuan.

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Foreign brands accounted for 50% of the market share.

Reporters noted that although some foreign brand children's clothing is generally 20% to 200% higher in price than domestic children's clothing, ordinary consumers still buy it.

The head of a children's clothing cabinet of Wangfujing department store in Beijing told reporters that over the years, children's clothing market, especially the high-end market, is basically the world of foreign brands, and consumers have become accustomed to foreign brands with strong Western flavor.

Statistics show that China's clothing retail market will be fully open, and foreign brand children's clothing has also accelerated the pace of entering the Chinese market.

Compared with foreign brands, domestic children's clothing has a large gap in style, design, environmental protection and so on.

At present, 70% of the domestic children's clothing market in China is children's clothing without brand, and only 10% of the children's clothing brands are in the children's wear market.

International brands look good at the children's clothing market in China because of the large number of children in China and the great potential of the market, the demand is increasing at an annual rate of 15%.

At present, the market share of foreign brands has accounted for about 50% of the domestic children's clothing market.

Mid stream brand has higher cost performance.

For more and more expensive children's clothing, some consumers think that buying a few days is not worthwhile, and some people insist on buying children's clothing of big brands. They think that they will have the face to give or wear their children.

However, a person engaged in children's clothing sales for many years said, "the parents now believe in the brand, and the big brand endorsement fee, advertising fee, franchise fee, shop rent and so on are all high, which will be added to the commodity price."

The industry told reporters that sales of children's clothing profits are at least 4 or more, and the price of brand goods can reach several times or even more than ten times the cost.

"Parents are willing to sacrifice anything for their children. This is also the reason why some big international brands have started making children's clothing in the past few years when the market is bad."

The industry reminds parents that the materials and quality of brand clothing are better, but parents do not need to pursue big brands blindly.

In fact, the quality of some mid stream brands is also very good. Parents can touch the material and smell the clothes. They don't have to believe in brands. Sometimes it's more important for children to be comfortable.