Children'S Clothing Market Is Lucrative And Becomes A New Market For Brand Pformation At Home And Abroad.

< p > < strong > the market size is close to 100 billion yuan < /strong > < /p >.

< p > December 18th, the reporter came to the contemporary shopping mall located at < a href= "http://www.91se91.com/news/index_p.asp" > Beijing Haidian District < /a >. The 6 floor children's wear area brought together many famous brand children's clothes, including the international famous brand BOSS and sports brand such as Nike.

The reporter saw a pink girl's down jacket, its price is 1060 yuan, sales personnel told reporters, in order to welcome Christmas and new year's day, can play ten percent off.

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< p > situation: the order quantity of clothing products is decreasing, only children's clothing is on the rise.

"In Beijing Jin Yuan new Lufthansa MALL, Nike and Adidas T-shirts and thin coats sold here range from 200 yuan to 400 yuan.

Shop assistant, the children's clothing is suitable for children over 3 years old. The material is basically cotton material, and the style of clothing continues Adidas and Nike sports.

In addition to sports style, the characteristics of brand children's clothing are still the same as the style of campus in England.

A pink girl's spring coat is priced at 698 yuan, and a girl's long skirt is 598 yuan.

JEEP's children's clothing seems to be a diminished version of adult clothing, a wild outdoor dress, which sells for over 700 yuan, and the price difference of an outdoor suit with adults is less than 20 yuan.

The four main consumer groups of shopping centers are mainly children. Children's clothing styles are various. They have formal clothes, sportswear, casual wear, and even clothes for children to attend various kinds of parties and gatherings. More of them are high-end children's wear brands. These children's clothing priced at 1000 yuan is still popular among many consumers, and sales are good.

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< p > reporters interviewed several parents randomly, especially young parents, who believed that the problem of children's dressing could not be careless.

"We basically choose about two hundred or three hundred yuan clothes, too cheap mainly worried about quality problems, followed by the choice is small," she has a 4 year old girl, she told reporters, "buying children's clothing, like buying a house, have become rigid demand."

Adult clothes can be taken out of last year's clothes to wear again, children grow fast, basically last year's clothes can not wear this year, so we have to buy again.

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< p > Jin Yuan's new Lufthansa MALL < a href= "http://www.91se91.com/business/" > planning promotion "/a" minister Charles Wei said that since this year, the growth of children's articles has been very fast. Among them, children's wear is 18%, supplies are 15%, infants and young children are 19%.

And through the statistics of the major retail enterprises in China, the sales of children's clothing in China have increased by 26.8%, 16.4% and 31.7% over the past three years, and will increase at this rate in the next few years.

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< p > the news from the China clothing association says that the order volume of clothing products is decreasing this year, only children's clothing is on the rise.

"This is determined by people's changing consumption concepts and consumption patterns.

Liu Jia, Secretary General of the China clothing association children's wear Committee, said that the market of children's wear is more active than that of "80's" parents.

These young parents have higher educational level and income level, stronger purchasing power and new consumption concept.

In addition, according to the current urban mainstream "4+2+1" family structure, there are 6 parents struggling to pay for a child's consumption.

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< p > Xie Qing, Deputy Secretary General of the China clothing association, said that in recent years the market for children's wear increased by an average of 24% to 25%, and the market size was less than 50 billion yuan from 5 years ago to nearly 100 billion yuan now.

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< p > < strong > trend: bring huge profits to the enterprise < /strong > /p >

< p > < strong > enterprise pformation focuses on children's wear < /strong > < /p >.

< p > launching the first season children's clothing from the famous brand DOLCE & GABBANA in the history of the brand to the local brand XTEP to set up the Xiamen XTEP children's products Co., Ltd., which specializes in the operation of the brand. From Kappa China, Parker Langer into the children's wear market, or during the year, the Li Ning Co announced that it will enter the children's clothing field with a brand-new management team and brand new logo, and "little Lining" will become the key direction of the group's development.

This year, children's wear market is surging. There are not only a lot of big brands to march forward, but also a "heart centered" enterprise that wants to borrow children's clothing market to turn the tide.

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< p > clothing brand has become a trend in the field of children's wear. Luxury brands include Gucci, Dior, Fendi, Aramni, Burberry, BOSS, and consumer fast fashion brands such as H&M, ZARA, GAP, C&A, Giordano, and sports brands such as Nike, Adidas and so on.

Most of the other brands are local brands. XTEP, Anta, Taiping bird, Lining, 361 degree and seven wolves have entered the children's wear market.

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< p > at the same time, children's wear has also brought huge profits to enterprises.

The first half results released at 361 degrees showed that the turnover in the first half of the year was 2 billion 869 million yuan, down 9.9% from the same period last year.

At the same time, gross profit margin and net profit also showed a significant decrease compared with the same period last year. The only group growth figures were 282 to 1439 children's clothing stores in the period, and children's clothing exceeded the group's 11% income for the first time.

According to the report, in the four main lines of business, footwear, clothing, accessories and children's wear, only children's clothing products performed better, the average selling price increased by 40%, sales increased by 107%, and the proportion of the group's sales increased from 3.6% to 11.6%. According to this ratio, the revenue of 361 degrees children's clothing in the first half of the year reached 332 million yuan.

Anta's semi annual report also shows the growth of children's clothing. Although there is no specific data on children's clothing in the report, it shows that the children's shop has increased from the original 623 to 691.

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< p > < strong > problem: two hidden dangers have not been ruled out < /strong > < /p >.

< p > < strong > brand children's clothing value is not worth < /strong > < /p >.

At present, China is already a major producer and consumer of children's clothing. However, compared to the whole < a href= "http://www.91se91.com/news/index_s.asp" > the international market < /a >, the development of children's wear industry in China is still very immature, with a large number of production enterprises, and the quality of products is not good.

Liu Liangyu, a child Rescue Committee of the China Association for social work, pointed out that "children's diseases and poor children's products account for over 5%. Especially in children's clothing and infant clothing, formaldehyde exceeds the standard to become the biggest killer. No environmental protection products are used, which leads to some children's clothing that flows to the market containing toxic substances, posing a great threat to children's health.

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< p > in May this year, the Beijing Consumers Association 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. The latest results showed that 33.3% of the samples had different degrees of problems.

Among them, 15.9% of children's clothing fiber content is inconsistent with the actual situation, there are 3 kinds of formaldehyde content, pH value and decomposable aromatic amine dye content exceeding the standard, long-term contact with human body may cause cancer of human cells.

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< p > despite the full implementation of the national basic safety technical specification for textile products in August 1st this year, the quality and safety problems of textile children's clothing should be dealt with. However, many provinces and cities have tested children's clothing several times, and each test reveals problems of varying degrees.

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Less than 20% years ago, the Guangzhou children's clothing sampling inspection was unqualified, and a number of famous brands were listed on the blacklist. Since the middle of October, Ningxia has concentrated on the children's products market for more than a month, and found that there are still large quality and safety problems in children's clothing. In late November, the provincial quality and Technical Supervision Bureau of Liaoning province conducted spot checks on 3 kinds of products, including students' school uniforms, knitted bathing suits and children's clothing and infant clothing. In November, the sampling results showed that 30% of the students' school uniforms were unqualified, 26.7% of the knitted bathing suits were not qualified, and children and infant clothes were nearly half of them unqualified.

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< p > "children's wear has a low pass rate, especially in Guangdong province. The average pass rate of children's clothing in 5 years is only about 6 percent. Even many sampling tests have taken out carcinogens such as azo.

"Xie Qing, Deputy Secretary General of China clothing association, recently revealed that the quality of children's clothing in Guangdong Province, which accounts for more than 3 of the total production of children's clothing, is worrying.

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< p > authority points out that there are two major hidden dangers in children's clothing safety in China. One is that the harm caused by azo and other carcinogenic chemicals on children's clothing fabrics is slow released.

Two is the children's clothing production technology, the domestic easy to ignore the impact of breaking the children is dominant.

The safety of children's clothing is not only a problem of production enterprises, but also a problem of supply chain printing and dyeing, processing and so on.

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< p > can the entry of many large brands improve the quality of children's clothing? In fact, not all a href= "http://www.91se91.com/news/index_cj.asp" > brand "/a" is worthy of trust. Some international famous brand children's wear has been checked on the blacklist several times.

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Less than P, the industry and consumers are worried that the children's wear market is expanding day by day, and some famous brands are losing quality for grabbing speed.

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