Children's Clothing Has Become The Biggest Driving Force Of Clothing Enterprises' Revenue Rebound.

Children's wear has become clothing The new profit engine built by enterprises. A few days ago, reporters found that although the overall income of some companies is not ideal, the children's wear plate is another world, which has become the biggest driving force for the clothing enterprises to get warmer sales.

　 Semir children's clothing sales rose

Semir is especially popular for children's wear. Clothes & Accessories In the first half of this year, operating income reached 2 billion 725 million yuan, an increase of 8.51% over the same period last year, with net profit of 284 million yuan, an increase of 14.4% over the same period last year. In terms of figures, Semir seems to have shown some signs of warming in the first half of this year. Children's Wear Performance is essential.

According to the results of the report, during the reporting period, Semir's casual wear and children's wear were almost all contributed by children's wear. The income of children's clothing increased by 23.2% to 895 million yuan compared with the same period last year. The proportion of total income increased by 5 percentage points to 33% from 28% in 2011, and the gross profit margin increased 1.64 percentage points to 41.09% over the same period. However, during the same period, casual wear is still weak, and it is still in the process of going to inventory, with a slight increase of 2.56% to 1 billion 803 million yuan in revenue and a 4.63 percentage point decrease in gross profit margin to 32.67%.

According to Semir, its children's brand balbara was founded in 2002, and its brand awareness and market share rank among the first in China's children's wear industry. At present, its ambitions for children's clothing are still expanding.

Children's wear shops expand rapidly

except Casual wear Brand, children's clothing is also particularly popular in the sports world. At the end of the reporting period, XTEP's total revenue decreased by about 19.5% to about 2 billion 100 million yuan compared with the same period last year, of which the revenue from XTEP products was reduced by about 21.2% to about 2 billion 40 million yuan, and the revenue from other products increased by about 176.6% to 61 million 400 thousand yuan. "Mainly due to the increase in sales of XTEP's children's products", XTEP stressed that in view of the success of the "XTEP children" series in the period, it believed that the children's clothing market had great potential, and reiterated that according to its plan, there would be about 300 retail outlets in 234 cities before 2014, which is nearly double that of the company in the first half of the year.

Another sports brand, 361 of children's clothing income accounted for 10.4% of the group's turnover, which is 7.5% higher than last year's total. More noteworthy is that 361 of children's wear stores are still expanding significantly, as of the end of the reporting period, 361 children's clothing stores have reached 1678, representing a net increase of 88 over the end of 2012.

As the first child to enter the country Sports goods The brand of the market is also very happy for Anta to expand in children's clothing stores. It only had 228 children's sporting goods stores in 2009, and this year's report has reached 811, and it predicts that the number will reach 800-850 by the end of this year.

　 High profit and market success

Analysis of the industry, the reason why the major clothing brands have bet on children's clothing, "big market, high profits, competition pattern has not yet been stereotyped" is the main reason. With the coming of the fourth peak of childbirth, the demand for children's clothing market will continue to rise. Starting in 2011, the next ten years will be the peak of birth rate. It is estimated that the total consumption of children's clothing at the age of 0-16 is about 400 million. According to the "2012-2015 children's wear industry report", the annual growth rate of children's clothing industry output can reach 25%-30%. At present, children's wear market sales have risen to more than 100 billion yuan.

For all brands, profit is a top priority. Data show that the average gross profit margin of children's wear industry is as high as 60%, and the gross profit margin of some authorized children's clothing brands is 200% or even 300%.

Although there are many good things, children's clothing is not easy to get. "Because of adult wear and children's wear. Fabric There are many differences between design and operation mode and brand promotion. Especially when the market concentration of children's clothing is not high in our country, it is not easy to build a brand in a short time. The industry insiders said.