Clothing Enterprises Attack China'S Children'S Wear Market

People often describe some people as "childlike innocence". Now, more and more clothing brands have ignited a childlike innocence.

After seven wolves, Anta and 31st degree, Kappa, a fashionable sports brand from Italy, also took advantage of paramount.

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Although the market is broad and lucrative, the influx of foreign investment on local children's wear brands is also increasing.

Experts said that domestic children's clothing needed to improve the industrial chain and strengthen brand building.

Children's wear

In the face of the market temptation of 2 billion 300 million pieces of annual demand, many sports and leisure apparel brands get together to enter the children's wear market.

Last week, sports brand Kappa and paramount in Beijing reached a cooperation agreement and released the new Kappa Kids.

Both sides said this cooperation is a win-win move for sports and children's wear brands.

According to the insiders, the market structure of children's clothing in China now consists of five parts: the traditional children's wear brand (Parker lane, etc.), the cartoon brand derivative products (HGW, Garfield, Harry, Potter, etc.), foreign trade enterprises in the domestic market (Mamie Marka, ticta, etc.), leisure sports brand development (361, Lining, Semir, etc.) and the new business brand (green box).

In children's clothing

In the war, brand cooperation and product expansion became the main strategies.

As a traditional brand of children's clothing, Parker Lan Di not only joined hands with Kappa, but also worked with Lining for LingNing Kids.

According to reports, recently, Parker Lan Di and Haier brothers joined hands to create Haier children's clothing.

Product expansion, Anta, 331, and other sports brands, Mei bang, Semir and other leisure brands have also joined the children's clothing market snatch battle.

Huge market potential

How much room for children's clothing market to come from many brands? According to an industry expert, "this is a newly made cheese. Anyone who moves will taste the sweetness."

In short, China's children's clothing industry is growing, and its growth space is larger than that of adult clothing.

According to the National Bureau of statistics, the number of children aged zero to 16 in China is as high as 380 million, which is estimated to increase by 16 million annually.

After 2005, China entered the peak of fertility.

This means that the demand for children's clothing market is huge and growing.

In particular, parents belong to the "post-80s" family, highly praised the high quality of life, and the brand requirements of children's clothing are higher.

It is understood that the consumption of children's clothing in China's urban residents has been on the rise, far from being saturated.

In the next 5 years, children's clothing industry in China has a market scale of 100 billion yuan, and is growing at a rate of 30% every year.

According to garment industry analysts, the gross profit of children's clothing is very high, averaging 60%, and some even exceed hundreds.

"A set of cotton underwear with a price of only 6-9 yuan, the selling price in the shopping mall is around 40 yuan."

However, in the current market of children's wear in China, there is not much advantage for local brands. There is a phenomenon that "international brands are flourishing and domestic brands are also few and disorderly".

According to statistics, nearly 50% of children's clothing market is entrenched in foreign brands, and ADI and Nike are among the best.

The other half of the market, professional brand children's clothing accounted for only 30%.

Especially with the rise of e-commerce, it has added a fire to the children's clothing market.

Local brand industry chain lag behind

However, when the children's clothing brand is expanding like a raging fire, there are also a few unhappy families.

Parker lane, who just joined Kappa, ended his 3 year cooperation with Lining last year.

Li Ningxin, director of business development department, explained that the failure of the two sides to achieve performance expectations is an important reason for choosing to break up.

The contradiction between the two companies is mainly due to differences in management cognition.

Parker lane is an independent company, which has led to the failure of Lining's management intentions to be implemented.

It can be seen that different types of inter firm cooperation still need to be objective and prudent.

However, in terms of product expansion, opportunities and challenges still exist.

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Gu Yuanyuan, a teacher at Beijing Institute Of Fashion Technology, said in an interview with our reporter that the market for Chinese children's wear has been greatly improved. However, the quality of children's clothing and brand management are still a long way to go for domestic enterprises.

The Beijing consumers' Association recently conducted a comparative experiment on 63 children's garments produced or distributed by 47 enterprises in seven provinces and cities such as Beijing, Shanghai and Guangdong. It was found that 33.3% of the samples had varying degrees of problems.

"The development of children's clothing in the future depends mainly on the rise of famous brand enterprises, so quality assurance and brand building are extremely important."

Gu Yuanyuan said, "according to my survey, there are two limitations in the current Chinese children's wear market, that is, the quality of employees and the geographical limitations.

The design of children's wear in China is late, and we are badly in need of fashion designers. However, many professional designers or graduates of clothing colleges do not want to go to the two or three tier cities. However, many children's clothing manufacturers are mainly concentrated in these cities.

Some children's clothing manufacturers do not have a more mature production chain.

Although China's clothing production in Guangzhou and Fujian is relatively mature, the flourishing market will change the current market structure of children's clothing.