Children's Wear Market Breaks Through The Short Board To Win The Opportunity.

In recent years, the scale of children's wear market in China has been growing by more than 20%. clothing The enterprises turn to children's clothing, and famous adult clothing brands at home and abroad have launched children's clothing series. The recent relaxation of the second child policy has given the children's clothing industry a strong heart. Lu Xingqiang, vice president of Guangzhou Liwan District clothing and accessories business association, said: "the market size of children's clothing will expand because of the birth of a second child, and the consumption power of children will increase by about 3 times per season, and the market prospect is considerable."

In the face of tempting cakes, the domestic children's wear market has not yet had the brand of absolute leadership. This makes the children's clothing brands of large and small have the opportunity to stand out from it. No wonder more and more enterprises are eager to try. The parents' requirements for children's clothing are also getting higher and higher. They should be comfortable, healthy, fashionable, personalized, strong and wear-resistant, which puts forward higher standards for the design and production of children's clothing. It is not yet known which enterprise can adapt to the high standards and strict requirements and win the children's clothing competition.

　 Children's clothing market is very big.

Single "alone" can give birth to a second child. When the news comes out, it is not just those parents who are eligible to have a second child who are happy to do so. The companies that make babies and babies are also happy. A survey of the "single" parents after 80 shows that about 50% of families are willing to have a second child. This policy will expand and develop a considerable proportion of the baby and baby products market after landing.

In recent years, the children's wear market in China has maintained steady growth. 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 expected that by 2015, Chinese infants and young children Clothes & Accessories The market capacity of cotton and daily necessities will reach 227 billion 980 million yuan. The second child New Deal brings new opportunities for children's wear market.

The competition analysis and investment prospect report of China's children's wear market for 2010-2015 years shows that the number of newborn births has entered the peak period in 2010, and the ratio of the average birth rate of the newborn has remained at about 15% in the next few years, increasing twenty thousand or thirty thousand new children every year. The sixth census of the National Bureau of statistics shows that children aged 0~14 are 220 million, accounting for 16.6% of the total population. The children's clothing market has become a new blue ocean in the clothing industry. This has become an indisputable fact.

From the earnings reports released by the major clothing brands this year, children's wear plates have become the biggest driving force for clothing enterprises to get warmer sales. The industry believes that the major clothing brands have bet on children's clothing, "big market, high profits, competition pattern has not yet been finalized" is the main reason. With the coming of the next childbearing peak, consumer demand for children's wear market will continue to rise.

According to Lu Xingqiang, "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."

In fact, before this, the "two child" policy has been rumored for quite a long time. Many garment enterprises have already made a good layout in advance, increasing the children's wear 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. Semir also focuses on developing online business, strengthening offline experience, and integrating online and offline to promote children's clothing business. Semir's semi annual report shows 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 from 28% in 2011 to 33%.

Many sports brands such as Anta, 361, Lining and so on have launched relevant strategies to increase children's clothing business. Lining 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.

Foreign 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.

Insiders pointed out that the development of children's clothing was very fast in recent two years, which is a normal phenomenon of industrial gradient development. The first step is the development of women's clothing, followed by men's wear. Now it's the turn of children's clothing. This is a reflection of the changes in people's consumption. 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 profits. This is also the reason why many adult clothing brands begin to get involved in children's clothing.

It looks beautiful.

"In the new three years, in the old three years, sewing for three years", thirty years ago, the adults chose the children. clothes Choose two or three sizes of clothes to cope with the wind. Nowadays, the preferences of young mothers to choose clothes for their children have changed significantly. The reporter has done a random survey in the 80's mother. More than 80% of mothers choose the brand children's clothing that they believe in when they choose clothes for their children. The price jackets are between 50 yuan and 200 yuan, and trousers are between 50 yuan and 150 yuan. "Children grow fast, clothes can only wear one season, too expensive, not cost-effective, too cheap quality is not guaranteed." And mother says that although she is not so persistent in her brand, "everyone in the kindergarten is dressed well, you can't dress the kids too badly, or the adults will lose face."

In short, children's clothing can not be too cheap, whether for children's comfort or for their parents' face. In recent years, the price of children's clothing in the shopping mall has gone up and down, forcing the price of adult clothes to go up. After three to half off, children's clothing, which is about 100 yuan, can be found everywhere. Brand children's clothing prices are high, many consumers are hard to accept.

In view of this situation, the industry analysis, brand licensing fee is the main factor in the high price of children's clothing. Stringent fabric standards for children's clothing improve the cost of children's clothing products. Children's clothing is related to children's health. In order to ensure the safety of children's clothing, China has promulgated relevant standards to stipulate the color fastness of children's clothing and the determination of formaldehyde and pH value. Children's clothing enterprises must also produce before children's clothing. Spin Fabric samples are sent to the designated testing department of the state for fabric safety testing to ensure the fabric is up to standard. After making garments, it is necessary to carry out sampling inspection of garments from large goods. Therefore, the improvement of children's clothing production standards, to a certain extent, resulted in the increase of children's clothing cost and the increase of children's clothing inspection fees. Data show that "Snoopy, Li Ying Fang, ya do, Montagut" and other brands of children's clothing, one year for children's wear safety testing total cost of more than 3 million yuan.

At the same time, the production process of children's clothing is more complex than that of adult clothing, and its production process is longer. Some decoration processes lead to the decline of the number of bicycles / platforms and the rise of labor costs due to time consuming and labor unions. Many brands of children's clothing to reflect children's interest, in the production process will be embroidered, applique, printing, embedding, mosaic and other processes as an ornament, which will definitely increase the cost of investment. Although children's clothing is less expensive than adult clothing, the cost of material saved is simply not up to the cost of increasing production costs. Moreover, children's clothing accessories are more stringent, and the cost is also high. Therefore, children's clothing prices go up for granted.

After she finished her child, Miss Li wanted to turn on her children's clothes and open a children's clothing store, so that she could dress the children and earn some money. But her children's clothing shop Taobao has been unable to support it for months. "Children's clothing is not cheap, but the price of the product is not low." I make middle class children's clothing, enter the price of goods from 20 yuan to 50 yuan, the same clothes can sell to 50 yuan to 100 yuan or even higher in the physical store, but there is no such price on the Internet, the same clothes are sold less than I enter the price. A few of the sales starts are made by friends, and then they are sold after excluding the cost. In the end, Miss Li will send her friends to her hands, and her children's clothing business will stop.

Mr. Chen, who made his own children's clothing brand, moved the children's clothing store in Haizhuqu District, Guangzhou, to Beijing road this year. Mr. Chen has been making children's clothing factory for many years. He used to manufacture the clothing brand of South Korea and Europe, and tried to make his own brand in the past two years. His first children's clothing store was next to a family's mother and baby shop with more traffic, and the business of the next door shop. The children's wear made by him has taken the Korean version of the line, the quality of the clothing is excellent, the personality is perfect, and the children's clothing stores that are popular around the road are competing differently, though their children's clothing prices are the highest, but there are many repeat customers.

"Our own brand clothes are processed according to the quality of the international brand. With the same workmanship and similar design, the price of OEM products is four or five times that of ours. Our T-shirts and shirts are priced at 70-130 yuan, and their coats are 150-300 yuan, which is very expensive. " Mr. Chen said that his profit is not high. Children's clothes are not much cheaper than adults' clothes. Labor wages, transportation costs and design fees are almost the same as those of adults (clothes), but less are fabrics, while fabric costs are only 20% of a garment. Besides, children's clothes are made to be more adorable, embroidered, applique and so on, sometimes even more than manual wear.

Mr. Chen said that when the market was nurtured and everyone depended on his brand, he would consider raising the price.

Moving the brand image shop to Beijing road is one of the ways that Chen chooses to raise the brand image and popularity at a lower cost.

"The shop here is rented for about twenty thousand yuan, and the shop rents in Beijing road are several times here, but there are several times the flow of people there, and there will be more (from outside) people who know our brand and help our products move from the community to the whole country." Children's clothing market

Mr. Chen said that the current children's clothing market is still an opportunity for small businesses, because "although children's wear brands are increasing and people are getting more and more, there is no absolute advantage of the one or two brands in the market, and there is still a chance for everyone."

Sullivan, a famous American consulting firm, recently released a report on the analysis of China's infant clothing market. The average annual compound growth rate of Chinese infant clothing reached 17.6%. It is estimated that by 2015, the total market capacity will reach 227 billion 980 million yuan, much higher than that of the overall market of Chinese clothing.

Although the market potential of children's wear is huge, the market of children's wear has not yet formed a complete competition pattern. "The high-end children's clothing industry in China has not yet formed a strong leading brand, and the market concentration is relatively low. The children's clothing industry has become the last piece of cake in China's clothing industry, and everyone can become the leader of children's clothing market." Prospect Industry Research Institute analysis pointed out.

Fang Lin, chairman of Humen small grass baby dress, also believes that if children's clothing has three levels of development, it is still on the first level. "Now the children's clothing market is just like the women's clothing market from 2000 to 2002."

Fang Lin has been a brand for children's wear for several years. Talent and money are two factors that make her headache.

"Humen is not able to retain talents, so it is hard to recruit talents. How long has it not been possible to run to Guangzhou and Shenzhen? Marketing, management, design and other talents are missing. She hopes that the government can create an environment that attracts talent and can retain talent.

Fang Lin is planning to build another brand of children's clothing besides the original grass baby's brand, and the money is also a difficult problem. "If enterprises want to be bigger and stronger, they have to invest money. It's hard to develop on their own money." Because it is a new brand, dealers will have concerns. They can only open their own outlets to test the water themselves. It will take hundreds of thousands of yuan to build a direct shop, and ten direct outlets will be five to six million, excluding the cost of other promotion and research and development.

Chen Wenfei has invested tens of millions of dollars before and after creating the brand of the tiger tiger brand. After three or four years of cultivation, he began to make profits. Nowadays, the cost of R & D is about several million yuan a year, and we need to make enough stock for the brand. This will also cost US $45 million. Besides, advertising, direct investment and so on will require a lot of money. "A lot of people don't want to make a brand, because it's not easy. The foundry is fast money, and the brand must insist and be patient for a long time." Chen Wenfei said.

"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 production and sale can not keep up with the market scale." According to relevant sources, the decline in the income of children's clothing such as Ph.D. frogs has also led the industry to see one of the bottlenecks in the sales of children's clothing industry, namely, immature sales channels and unclear brand positioning. {page_break}

　 Break through the short board to win the opportunity.

Reporters visited Guangzhou, Humen, Foshan and other places children's clothing wholesale market found that children's clothing quality is uneven, and the corresponding wholesale prices are also very different. Low class children's clothing and trousers wholesale price of about 5 yuan, mostly small stall main wholesale to stall, the selling price is 8 yuan to 15 yuan, no more expensive no one wanted. Between the 20 yuan and 60 yuan in the middle range, the quality is acceptable and the design is more popular. These commodities occupy the mainstream in the wholesale market. There are also a few high-end children's clothing, wholesale prices are more than 80 yuan, quality and design are excellent.

When asked about the most concerned factors for mothers to choose children's clothing, what mothers most concerned about is the comfort and safety of clothing materials, followed by good-looking and price. First of all must be pure cotton, linen, silk and other natural fabrics, not excessive dyeing and processing, zippers and buttons and other details will also be concerned about, can not hurt the child.

Children's wear Designer Song Wenjing said: "laymen think that children's clothing is only a diminished version of adult clothing, so long as the materials are better, add some cartoon elements that children like. For example, the proportion of children's body is different from adults. There are unique design requirements for waist, neck and cuff. The design of buttons and zippers should first consider safety factors, children can not be clipped, children's activities are more, children's clothing should not only be comfortable, but also strong and wear-resistant. In addition, children's clothing can not be blindly pursued for unique style when designing, and attention should be paid to the convenience of wearing.

A good brand of children's clothing will consider children's psychological and physical needs when designing, and constantly meet their parents' requirements for children's clothing. The safety problem of children's clothing often exposes the industry to a great extent, and comfort and safety become the short board that restricts the development of children's clothing in China.

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.

Lu Xingqiang, vice president of Liwan District children's clothing products association, also believes that the market opportunities for children's wear are good, but the quality of products is not up. The new standards will come out when the climax of consumption is coming. "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 that because of the large number of "80 generation" and "post-90s" fashionable parents in the children's clothing group, the children's clothing industry must change the simple and single color research and development mode to cater for its fashion demand. Safety and comfort are very important to the design of children's clothing. This requires designers to consider more factors for fabric 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 before designing a good, comfortable and safe children's clothing. Therefore, the requirement for children's clothing is far higher than that of adult clothing.

Zhu Huaze, executive vice president of Humen apparel and apparel industry association, also believes that the market for men and women is very mature and even surplus. But from the national perspective, children's wear market competition is not fierce, and the profit space is large. A child's clothing is only 1/3 of the adult clothing, but the selling price is not much cheaper than the adult dress. At the same time, it also put forward higher requirements for quality. "Now children are becoming more and more expensive. Grandparents, grandparents, parents, six adults bring a child, they are willing to spend money on children, and friends and family often buy clothes for children on holidays. Moreover, now 80, 90 after the pursuit of clothing brand, clothing quality also attaches great importance to. Zhu Huaze said.

Because children do not buy their own clothes, Song Wenjing also mentioned a common puzzle in design. Children's clothing is adults, but most parents choose their clothes without considering their children's opinions. "When designing, you should also consider the adults' psychological feelings and think about what elements the generation of parents will be interested in."

　 Adult brands enter children's wear market

According to the annual report released by the China clothing association, 2 billion Chinese children's clothing market was sold in 2013, and foreign brands now account for half of the total. Moreover, among the domestic brands, 70% are in the absence of brand and are distributed in three or four line cities. The market cake is very attractive and the competition is very intense. Apart from the traditional children's wear brand, adult brands such as sports and leisure, fast fashion and so on want to have a share.

Reporters observed that luxury brands CUCCI, ARMANI, fast fashion international giant UNIQLO, ZARA and H&M have expanded the scope of children's clothing in stores. Metersbonwe, seven wolves, Bosideng, Lining, Semir, 360 degrees, XTEP and other local fashion casual brands are also concentrated in the field of children's wear.

The industry believes that, first of all, the traditional children's clothing brand for dealers, there is a big confusion in the development of retail channels: they often do not have an advantage in department stores, location and area is difficult to get a good location; because of the lack of strong brand appeal of traditional children's clothing brands, street shops do not have enough brand support. The biggest advantage of the adult brand lies in the channel. The adult clothing brand expands the channel of children's clothing. It can make full use of the brand advantage and channel advantage of the adult brand precipitation, open up the children's clothing area in the existing retail terminal channel, and open the existing store into a big store mode.

At the same time, the rise of the shopping center has provided a broader market space for children's wear brands to break the ground. Since 2013, nearly 100 shopping centers nationwide have expanded the investment areas for children's products, leaving the brand of children's clothing free from the limitations of department stores. However, the shopping center channel is a double-edged sword. On the one hand, the space provided to children's clothing brands is large. On the other hand, the requirements for the operation level of children's clothing brand shops have been raised, otherwise, it is difficult to afford the high rental of shopping centers.

For adult clothing brands to enter the market of children's clothing, some people say that it will enhance the operation level of children's clothing industry. Some people say that this is a scramble for the original order of children's clothing market. Some people say that adults pretend not to be good at children's clothing brand, but only in order to cope with the failure of adults' brand performance decline. But judging from the contribution of Semir, Shanshan and other children's clothing series to performance, adult brand involvement in children's clothing has other advantages. A brokerage analyst said that Semir's children's wear brand balbala this year, the end sales are estimated to reach 5 billion yuan, Semir in the field of children's clothing competitive advantage will further expand.

In terms of clothing profits, Song Wenjing believes that if ranked, women's clothing should be the first, at least 100%, followed by men's clothing. Children's wear The profit is the smallest. If a children's clothing store does not sell more than 10 items of clothing every day, it will be difficult to survive. And the women's clothing store, especially the brand women's clothing store, has a huge profit every day. It can be said that children's clothing industry profits are not as big as we imagine. But now the market competition for adult women's clothing is too fierce, men's clothing competition is relatively full, only children's clothing and opportunities.