Children'S Wear Market Will Reach 228 Billion Yuan In 2015

Recently, Frost Sullivan, a famous American consulting company, announced that Infant clothing According to the market analysis report, the market size of China's infant clothing has reached 34.8 billion yuan after several years of rapid growth, with an annual compound growth rate of 17.6%. It is estimated that the overall market capacity will reach 227.98 billion yuan by 2015, which is far higher than the development speed of China's overall clothing market. In the next few years, the infant clothing market will continue to maintain a strong momentum of development, change to the direction of branding and specialization, and the market concentration will further improve.

China's infant and young children's consumer goods market is a fast-growing market with strong Chinese characteristics: on the one hand, China is in a period of rapid economic development, which has greatly enhanced the purchasing power and willingness of consumers; On the other hand, China's family planning policy makes the typical structure of urban families 4-2-1, and one child becomes the focus of three families (parents, grandparents, maternal grandparents). As the "post-80s" begin to grow into the main body of newborn parents, the consumption potential of Chinese infants and young children will be further stimulated.

With the significant increase of Chinese consumption power and the multiple care of the only child, more and more businesses are aware of the huge potential of this group. Recently, Frost&Sullivan, an American consulting company, published a research report, which shows that Chinese infant clothing cotton products and daily necessities enterprises will continue to maintain the momentum of growth. It is estimated that the overall market capacity will reach 227.98 billion yuan by 2015, and the annual growth rate in the next five years will exceed 18%. Some people call it an astronomical figure, and it will be woven by the world clothing The boundary is strange.

Ladder structure of high, middle and low

At present, there are many children's wear brands in China, and the market is relatively scattered, ranging from the first-line children's wear brands abroad to some unknown children's wear brands in China Children's clothing Brand and price vary greatly, which can meet the needs of parents with different income levels. Its sales channels include department store counters, brand stores, large supermarkets, mother and baby goods stores, etc.

According to the price and quality of clothing, the infant clothing market can be divided into low-end, middle end and high-end. Real low-end infant clothing is rarely seen in cities. Such clothing brands tend to locate the market in rural areas, or in the marginal areas of third and fourth tier cities. Clothing is poorly made, quality and safety are not guaranteed, and the fabric is often not natural and breathable. However, due to the extremely low price, it has certain appeal to low-income people.

Middle and low-end infant clothing is mostly found in the wholesale markets or middle and low-end shopping malls in the first and second tier cities. Such brands of infant clothing are generally produced by regular manufacturers, with moderate prices, good workmanship, and certain quality assurance. However, there are still certain hidden dangers in terms of health and safety and the choice of flour, which cannot make parents feel completely at ease.

Middle and high-end infant clothing generally appears in high-end shopping malls, private stores, or brand chain mother and child stores in cities. Although the price of this kind of clothing is high, it is well made. After layers of safety inspection, the safety quality is guaranteed, and it is generally favored by the urban "post-80s" parents.

However, in order to occupy a place in the market, most middle and high-end infant brands tend to focus too much on the fashion and diversification of clothing, but do not dig deep into the physical and physiological characteristics of infants, so as to tailor clothes for infants. According to the survey of Frost Sullivan Company, most of the clothing brands designed and produced for infants and young children in the market are imported brands, and only a few national brands are Rabbi, Liying House, etc.

Other brands are mostly children's clothing brands that started as children's and big children's clothing. Many of their infant clothing products are just a reduction in the size of children's clothing, not really infants' clothing. The infant clothing market can be described as a blue sea area in the infant products market.

According to the research report of Frost Sullivan, China's infant clothing cotton market from 0 to 3 years old reached 34.79 billion yuan in 2010. It is estimated that by 2015, China's infant clothing cotton market will continue to grow at a high speed of 19.7%, higher than the average growth rate of children's clothing; Liyinfang, Rabbi and Yingshi have become the three brands with the highest share in China's high-end infant clothing market. How to grasp the market and seize the advantage of first movers in this emerging blue ocean will not only test the brand marketing ability of manufacturers, but also test their industry experience and innovation ability.

　 Particularity becomes the growth point

The mainland of China is experiencing the fourth wave of "baby boom" since the founding of New China. The post-80s generation has become and will continue to be the main group of newborn parents in the next five years. In addition, the one-child policy makes it common for three families (parents, grandparents, and maternal grandparents) in cities to raise a child, so the economic situation of urban families to raise infants is relatively comfortable, and their ability to pay is gradually increasing. They are more rational, brand conscious, insensitive to the price of the "post-70s", and are particularly willing to spend on children's life.

Infants of different ages have different needs for clothing functions, styles, designs and fabrics. The market still needs to be further subdivided and excavated. However, there are great differences between infant clothing and children's clothing in terms of product characteristics, category diversity and production technology. First of all, infants' skin is particularly delicate and their immune system is not fully developed, so the requirements for clothing comfort and safety are much higher than children's. In addition, infants have soft bones, large heads, short necks, and protruding abdomens, so they do not have or initially have the ability to wear and take off clothes. Therefore, in the design of infant clothing, these body shape characteristics must be taken into account more than just the reduction of children's clothing.

Therefore, with the in-depth research and development of the product line aiming at the physiological and physical characteristics of infants, the scale of the infant clothing cotton product market is expected to be further expanded. For example, the current number of infants aged 0 to 3 years shows an increasing trend, which will promote the rapid growth of infant clothing cotton products.

However, at present, there is no obvious market leader in the cotton clothing market for infants aged 0 to 3 years old, and the market share of the largest brand is less than 2%. With the continuous development of national brands and the entry of foreign brands in recent years, the market will become more mature and standardized, and the market concentration will further improve.

In addition, the retail formats of infant clothing are diversified. In addition to the traditional department stores, brand stores, infant and child products stores, and large infant and child chain stores, some innovative retail models are gradually accepted by consumers, showing a trend of rapid growth. For example, the brand effect of online and offline infant retail brands and a large number of C2C online stores for infant clothing cotton products has gradually become prominent. As the market matures, consumers' perception of the brand has a cumulative effect, and consumers' preference for the brand will gradually increase with the improvement of their ability to pay. Infant clothing brands with rich industry experience and high brand awareness will benefit more, and the brand effect will become more prominent.