China's Infant Clothing Market Has Great Prospects For Development.

China Baby The consumer goods market is a fast developing market with strong Chinese characteristics. On the one hand, China is in a period of rapid economic development, which makes consumers' purchasing power and purchase intention greatly enhanced. On the other hand, China's family planning policy makes the typical structure of urban families 4-2-1, and a child becomes the focus of three families (parents, grandparents, grandparents). With the growth of "after 80" as the main body of new born parents, the consumption potential of Chinese infants and young children will be further stimulated.

With Chinese people Consumption power With the remarkable improvement and the multiple cares of the only child, the increasing number of businesses are aware of the enormous potential of this group. Recently, the US consulting firm Sullivan & amp; Frost (Sullivan & amp; Sullivan) released a research report showing that China's infant clothing, cotton and daily necessities enterprises will continue to maintain growth momentum. The total market capacity is expected to reach 227 billion 980 million yuan by the end of 2015, and the annual growth rate will exceed 18% in the next five years.

　　 High school low ladder structure

At present, there are many brands of children's clothing in China, and the market is more dispersed. From the first-line children's clothing brands abroad to some unknown brands of children's clothing, the price difference is very large, which can meet the needs of parents of different income levels. Its sales channels include department store counters, brand stores, large supermarkets, maternal and child supplies stores, etc.

According to the price and quality of clothing, infant clothing market can be divided into low-end, middle end and high-end. The real low-end infant clothing is rarely seen in the city. Such clothing brands often locate the market in the rural areas, or the fringe areas of the three or four line cities. Clothing is rough, quality and safety are not guaranteed, fabrics are often not natural ventilation, but because of low prices, there is a certain attraction for low-income people.

The middle and low end infant clothing is mostly found in the wholesale market or the middle and low grade shopping malls in the first tier and second tier cities. The infant clothing is generally produced by regular factories, the price is moderate, the workmanship is good, the quality has certain guarantee, but there are still some hidden dangers in the aspects of health safety and fabric selection, so parents can not be completely reassured.

Middle and high end infant clothing is usually found in high-grade shopping malls, private stores, or brand chain stores. Although these clothes are of high price, they are well made, and pass the safety inspection at all levels. The safety quality is guaranteed, and they are generally favored by the urban "post-80s" parents.

However, most middle and high-end infant brands often focus on the fashion and diversity of clothing in order to take a place in the market. However, they do not dig deep into the infant's physique and physiological characteristics, so that they can tailor the clothes suitable for their infants. According to the survey of frost Sullivan company, most of the clothing brands specially designed for infants and young children are imported brands, with only a few ethnic brands such as rabbi and Li Ying Fang.

Most of the other brands are children's clothing brands, which are made up of Chinese children and big children's clothing. Many of their infant clothing products are only children's size reduction, not real baby clothes. Infant clothing market can be described as a blue sea area in the infant products market.

Frost's Sullivan company research report It shows that in 2010, the clothing and cotton market for infants and young children aged 0 to 3 reached 34 billion 790 million yuan in 2010. It is estimated that by 2015, the infant clothing and cotton market in China will continue to grow at a rate of 19.7%, which is higher than the average growth rate of children's clothing. How to seize the market in the new blue ocean and seize the advantage of the first entrant, not only test the brand marketing ability of the production enterprise, but also test its industry experience and innovation ability.

　　 Particularity becomes growth point

The mainland of China is experiencing the fourth wave of baby boom since the founding of new China. "After 80" has become and will continue to be the main group of newborn parents in the next 5 years. In addition, the one-child policy makes the 3 families in the city (parents, grandparents, grandparents) raising a child more common. Therefore, the urban families are relatively well-off, and the ability to pay is gradually increasing. They are more rational and have strong brand awareness. They are not sensitive to the price relative to "70" and are willing to spend money on their children's lives.

Infants and young children of different ages have different requirements for clothing function, style, design and fabric. The market needs to be further broken down 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, infant skin is especially delicate and immune system is not fully developed. The requirements for comfort and safety of clothing are much higher than that of children. In addition, infants with soft bones, big head, short neck and prominent abdomen do not possess or have the ability to wear and tear clothes. Therefore, infants and young children must be more aware of these body characteristics in style design, not 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 infant clothing and cotton market will be further expanded. For example, the number of infants aged 0 to 3 is showing an increasing trend, which will promote the rapid growth of infant clothing and cotton products.

However, there is no obvious market leader in the 0 to 3 year old infant clothing and cotton market, and the largest market share of the brand is less than 2%. With the continuous growth and development of national brands in recent years and the entry of foreign brands, the market will become more mature and standardized, and the market concentration will be further improved.

In addition, the retail format of infant clothing is diversified. In addition to traditional department stores, brand stores, baby products stores and large infant chains, some innovative retail modes are gradually accepted by consumers, and there is a rapid growth trend. For example, online and offline retail brands of infants and young children, a large number of C2C infant clothing cotton shop network, and so on, its brand effect has become increasingly prominent. As the market matures, consumers have a cumulative effect on brand cognition, and consumer preferences will gradually increase as consumers' ability to pay. The infant clothing brand with rich industry experience and high brand awareness will benefit more, and the brand effect will become more prominent.