Clothing Enterprises Are Competing For Children'S Wear Market.

　　 Children's wear The market has great potential for development and has become a new force for many garment enterprises. A few days ago, the decision of the Central Committee of the Communist Party of China on a number of major issues in deepening the reform announced that the "two child" policy was loosened, which brought new opportunities for the development of children's clothing industry. The clothing brands at home and abroad accelerated the layout of children's clothing market. Industry experts believe that the release of the "two child" policy is favorable for the development of children's wear industry, but the requirement for children's clothing is far higher than that of adult clothing. Comfort and safety are the short board that restricts the development of children's clothing in our country. Enterprises should make efforts in these two aspects in the future.

　　 Clothing enterprises advance layout of children's clothing market

In 2010, the scale of infant clothing market in China reached 34 billion 800 million yuan. In the next few years, with the continuous growth of China's children's population, infant clothing market will continue to maintain a strong momentum of development. The "2012-2015 children's wear industry report" released by the National Bureau of statistics shows that the annual output growth rate of children's clothing industry can reach 25% to 30%. It is estimated that by 2015, the market volume of Chinese infant clothing, cotton and daily necessities will reach 227 billion 980 million yuan. The "two child" policy will bring new opportunities to the development of children's wear market.

The reporter understands that after the announcement of the national "second child" policy, the domestic luxury footwear industry KLAOSD (Clouston) has reached a strategic cooperation agreement with Paris spring and successfully entered Paris spring in Xiamen. This is the first time since KLAOSD entered the Greater China region to cooperate with Paris spring. It is also another high-end shopping mall opened by Wanda Department store and oceanic department store. He Jun, general manager of KLAOSD brand, pointed out that entering Paris spring is just a prelude and prelude to channel development of KLAOSD brand in 2014. The company will strive to complete the brand layout in 2015, so as to promote the brand new development.

In fact, before that, " Single second child "The policy has been rumored for a long time, and many garment enterprises have already been optimistic about the trend of the market. Before the policy was released, Semir clothing and children's wear business has made three major adjustments: Children's clothing business input and strategic position improvement, expanding 0 to 3 year old baby market product line, increasing 0 to 3 years old baby clothing retail area. At the same time, Semir also focuses on developing online business, strengthening offline experience, and integrating online and offline to promote the development of children's clothing business. The half year report released by Semir showed that the income of children's clothing increased by 23.2% to 895 million yuan over the same period, and the proportion of total income increased by 5 percentage points to 33% from 28% in 2011.

In addition to Semir, Anta, 361, Lining and many other sports apparel brands, according to expectations, one after another launched relevant strategies to overweight children's clothing business. Lining group entered the field of children's clothing with a new management team and brand logo, and released the 5-10 year development plan of Lining's children's wear. Anta children's sporting goods store has reached more than 800 in 2013.

Of course, international brands will not let go of this huge market. Many foreign brands including H&M, Zara, Muji, UNIQLO and so on have set up children's special areas or children's clothing stores. Gucci, Dior and so on also set up venues in the flagship store, set up collection stores or independent stores, and the layout of children's wear retail network was significantly quickened.

　　 Children's consumption per capita is expected to increase by three times.

Insiders admitted that in recent two years our children's wear has developed very fast, which is a normal phenomenon of industrial gradient development. market After the rapid development, men's clothing has ushered in a period of rapid development. Now children's clothing has entered a period of rapid development. This is also a reflection of changes in people's consumption concerns. {page_break}

In addition, the replacement cycle of children's clothing is much higher than that of adult clothing, so the children's wear market has the characteristics of large scale and high profit. This is also the reason why the adult clothing brand begins to get involved in children's clothing.

Meng Xianzhong, Secretary General of the Beijing society of baby and baby products industry association, said in an interview with the Nanfang Daily reporter that it is not surprising that enterprises are marching into the market of domestic children's clothing. "The release of a two child policy is bound to be a good news for children's clothing market. At present, China's population has begun to show aging, and the population is gradually decreasing. On the other hand, the investment in children is gradually increasing. At this time, opening the second child is very beneficial to the market."

Lu Xingqiang, vice president of the Liwan District children's clothing products association, also believes that "the market size of children's clothing will expand because of the birth of a second child. When the child's per capita seasonal consumption will increase by three times, the market prospect will be considerable."

　 Comfort and safety as short board for Industry Development

Although the market potential of children's clothing is huge, at present, children's clothing is still at the initial stage of development in China, and a complete competition pattern has not yet been formed. Children's safety problems often exposed to the industry bring a great impact to the industry, and comfort and safety become the short board that restricts the development of children's clothing in China.

Behind the "Nuggets" of children's clothing, the children's clothing market is different from the characteristics of the adult clothing market, and it will also put forward higher requirements for the enterprise's March. The children's clothing market in China seems simple and the threshold is low, but the actual demand is high, because it involves the comprehensive competitiveness of the entire children's clothing quality requirements, technical ability, children's wear testing standards and so on.

Lu Xingqiang also believes that the present market opportunities for children's wear are good, but the quality of products is not up. We believe that the new standards will come out at this time. "The parents of the next born child will have higher requirements for raw materials, and the choice of products will gradually shift from the style to the pursuit of comfort and the environmental protection of materials, and pursue children's healthy clothing." In addition, paternity suit personalization will also become a mainstream keyword. These new features of children's wear market will put forward higher requirements for children's clothing production and sales.

Another children's clothing marketing experts said, because the children's clothing consumer groups are changing, the emergence of "80", "90 after" fashionable parents, children's clothing industry is bound to change the style of simple, single color research and development mode, to meet the needs of consumers fashion. Safety and comfort are very important for children's clothing design. This requires designers to consider more factors in clothing selection and color matching at the beginning of the design. At the same time, we must know all the production links of children's clothing so as to design good, comfortable and safe children's clothing. The requirement for children's clothing is far higher than that of adult clothing.

In view of the problem of children's clothing quality, Meng Xianzhong also suggested that relevant departments and associations should strengthen supervision and management of children's wear industry. "The key is that supervision should be in place, and the relevant production and sale standards should be more in line with the objective situation of our country. The second is to strengthen corporate self-discipline and cultivate corporate reputation."

"Not every garment enterprise can grasp the development opportunity of children's clothing market very well, which also reflects the uneven development of children's wear brands, and the fact that production and sales can't keep up with the market scale".

"Part of the sale must be changed". Lu Xingqiang believes that the current e-commerce is in sharp contrast to the outbreak of the children's wear market. The next wave of children's wear market will be the brand of e-commerce. " Online retailers The sale and production of goods can be traced back, and the responsibilities are bigger than before. Enterprises should also be conscientious enterprises and moral enterprises. The future social appraisal system, such as credit evaluation system and quality appraisal system, will be more immediate and effective, which will also impose a binding force on enterprises.