The Present Situation Of Children's Wear Industry: The Price Exceeds The Adult Industry, The Competition Is Fierce And The Profit Is High.

In the context of increased cost of living and tight money for consumers, businesses seem to have found a breakthrough. Reporters recently visited more than 10 shopping malls in Beijing to see, "children card" has become a new weapon for these businesses to absorb gold. In the industry view, children's products not only high profits, but also can stimulate family consumption. However, some businessmen in the blue ocean fish in troubled waters, adding uncertainty to the development of the industry.

　　 News scene

Competition in children's consumer market is fierce.

Children's consumption has become a new battleground for major businesses in Beijing. Reporters recently visited Jin Yuan, new Lufthansa MALL, Tiantongyuan Longde square, Dazhong temple, Zhong Kun square, the first Grand Canyon shopping center, Dahongmen Yintai shopping center and other shopping malls. clothing Education and services have been occupying a large proportion. Moreover, the adjustment of many shopping malls is still tilting towards children's formats.

Reporters on the 3 floor of the Grand Canyon shopping center last weekend saw that the "four wheel drive track" which just opened last Saturday has brought together a lot of small customers. The tenant of the mall revealed that this year, the Grand Canyon has undergone a larger format adjustment. The new businesses are mostly children's businesses except for the restaurants like green sushi and Yu Huaxi.

Another big shopping mall in Nancheng, Dahongmen Yintai shopping center, also opened a shopping market for children. Reporters saw in the mall that the mall had children. Clothes & Accessories 18 brands, accounting for more than 60% of the total number of shopping malls 4 floors.

Longde Plaza, located in Tiantongyuan, Beijing, is also a relatively concentrated shopping mall in Beijing. The reporter saw that the business of children's products in the mall was mainly concentrated in 4 levels. Of the more than 30 brands on the floor, 24 are directly related to children's consumption.

The 2 floor of the C block of Zhong Kun square in Dazhong temple also focuses on a dozen children specializing in children's consumption, such as early education, photography, entertainment and children's products.

Compared with the above shopping malls, Jin Yuan's new Yansha Mall children's format is larger. Among them, the 4 floor of the shopping mall has gathered nearly 90 children's brands, including clothing, toys, furniture and other products.

　　 High profit

The price of children's clothing exceeds adult's clothing.

In order to introduce the internationally renowned early education institution "Philharmonic international early education center", the first Grand Canyon shopping center retreated two clothing brands at the beginning of the year. Although it took a lot of trouble, it proved to be worthwhile in practice. At present, there are more than 100 members of the Philharmonic international early education center, with a per capita consumption of about 15 thousand yuan / year. This means that both sales and tenant capacity are far higher than previous clothing stores.

In fact, compared with the "high-end" of the early childhood education institutions, children's wear is not cheap even though it is a diminished adult dress. Reporters in Dahongmen Yintai shopping center, balbala, Li Ying Fang, PAW IN PAW, OHOO, Parker and small lady and John and other brands are positioned in the high-end, dress for example, the price of these brands is usually around 400-500 yuan. The price of the children's clothing brand "little lady and John" in the ladies' house is even more than 799 yuan; the short sleeved children's shirt with clothing brand PAW IN PAW is priced at 498 yuan.

In fact, the price is not only equal to the price of the brand adult clothing, but also higher than that of many fast fashion brands.

According to one industry insider, compared with adult clothing, the profit rate of children's clothing can reach two times that of the former. In the environment of adult clothing sale and sale, children's wear market has become the profit highland of businesses. {page_break}

　　 Great effect

Drive family consumption

According to a survey data, at present, the number of children under 14 years old in China is about 250 million, about 90 million of urban children, and children's consumption accounts for 25% of the total household income, and it is increasing by more than 9% per year. If the annual household income per household is 100 thousand yuan, the annual expenditure on children's consumption exceeds 25 thousand yuan, which is only the direct consumption of children. The industry believes that for businesses, the biggest feature of children's consumption is "one person to drive the whole family".

Jin Yuan, general manager of new Yansha MALL, Fu Yuehong, said that children could not come to the mall alone, so they would be attracted to their parents or other elders. When it comes to the habit of coming to stores often, the market will get the family's associated consumption.

The staff of "Disney English" training center in Yau Tong Life Plaza said that the institution had a class of about 1 hours, and the early childhood education courses for children over 4 years old were not accompanied by their parents. Some parents say that during their children's studies, they usually go shopping at the Huapu supermarket opposite the shopping mall, or downstairs coffee shops and shopping malls.

At present, almost all the shopping malls in Beijing have matching supermarkets. In a random interview with reporters, 60% parents said they would go shopping in the supermarket while their children were in class.

While waiting for class, many parents will also bring their children to the mall. Reporters at the Grand Canyon shopping center on Thursday saw that Chinese fast food and he valley were almost full on weekdays. Among them, the seats of 2/3 are parents who bring their children to dinner.

In fact, shopping malls in Beijing have realized turning losses into profits through children's consumption. At the beginning of the opening ceremony, Jin Yuan's new Lufthansa MALL was not acclimatized at all. After conducting an investigation and analysis of the surrounding communities, the team finally decided to attract children's consumption as a breakthrough to attract stable passenger flow. It is because of this pattern that the mall soon passed the throes of pain and achieved profitability.

　　 Big market

Famous brand scarcity

When reporters visited Yintai shopping center in Dahongmen, they saw 3 children on sale. shoes Brands -- Disney, Bobbi and Mi Fei are represented by BELLE. It is learnt that BELLE's high-end brand, the baby's shoes will be on the shelves. In the view of businessmen, children's market is "blue ocean", but there are still many problems in the process of development.

But there are many unknown brands that fish in troubled waters. In the eyes of a large clothing brand leader, children's clothing is lucrative, but the market is relatively dispersed. In the fast fashion brands such as H&M, GAP and other children's clothing, the domestic children's clothing brands are few, but are still developing.

At Jin Yuan new Yansha MALL reporter, a children's barber shop called "watermelon head" was given 180 yuan / time for regular haircuts, and the shop also provided gentle and non-invasive hair dye for children, with a price tag of 880 yuan. Let's not mention whether dyed hair is harmful to children, and its price is higher than that of similar adults. In fact, the price of the brand is not lower than that of some big hairdressing brands.

Chaos is more than that. The sales manager of a large early education institution said that the market for early education was also mixed. At present, the price of the early education market is not transparent, and no unified price system has been formed, which makes consumers' rights and interests vulnerable to infringement.