Policy Dividend Highlights Clothing Brands Rush To Eat Children'S Clothing Market Cake

"P > Semir representative Zhong Huichun said to" First Financial Daily "that in 2014 Semir clothing will have targeted and directional adjustments to its children's clothing channels.

< /p >

< p > 2014, Semir costumes will accelerate the opening of children's clothing stores, gather the high-end brands of several extended brands and agents of the balbala main brand to the same store, enter the shopping center, pay attention to one-stop shopping experience, and enhance the profit level of children's clothing.

< /p >

< p > "street stores and franchised stores have promoted the development of the company. Especially in the last two years, the rise of new channels such as e-commerce, shopping malls and comprehensive shopping plaza has gradually become the main channel of consumption."

Zhong Huichun believes that in the entire children's wear industry, this is also a major trend of channel development.

< /p >

< p > "we are very looking forward to the favorable industry brought about by the second child policy."

The head of a high-end children's clothing brand in Southern China said that the policy will bring new development opportunities for < a href= "http://www.91se91.com/news/index_q.asp" > children's wear industry < /a >.

< /p >

< p > < strong > influx children's clothing market < /strong > /p >

< p > according to Semir apparel staff, Semir clothing is divided into two brands: Semir and Barbara. Among them, Barbara is the main brand of children's clothing, Mini Balabala is its extension brand, mainly for infants and young children. Many dreams are extended on the basis of balbala children's shoes, and the brand of accessories such as hats, gloves, socks and so on. Sarabanda is the agency brand signed this year, mainly located in the high-end market.

< /p >

< p > Zhong Huichun said that at this stage, Semir's children's clothing stores are mainly based on a second tier city.

"Within the scope of the operation of a subsidiary, a company directly operated in the franchisee area shall be a franchisee."

Zhong Huichun said.

< /p >

< p > "entering the shopping center requires a certain brand influence."

In Zhong Huichun's view, Barbara, after years of accumulation, now has the advantage of entering the shopping center. While developing new channels, it will still retain the advantages of the original channel, and the two channels will also expand at the same time.

< /p >

< p > < a href= "http://www.91se91.com/news/index_q.asp" > children's clothing brand < /a > the person in charge thinks that the opening of the shopping mall's large store is conducive to enhancing the brand image and enhancing the shopping experience, and on the other hand, it can occupy the high-end market.

< /p >

< p > from the growth rate of orders, the growth rate of children's clothing is two times that of adult clothing.

< /p >

< p > Guotai Junan analyst Li Jiajia said in his research report that from the terminal laying of the company, it is estimated that the number of Semir children's wear shops will grow by 200~300 in 2014, and the store area will grow by 15%.

< /p >

< p > < strong > dividend policy < /strong > /p >

< p > Semir clothing reported in the first half of 2013, Semir's total leisure wear revenue was 1 billion 803 million yuan, an increase of 2.55% over the same period last year, gross margin 32.67%, a decrease of 4.63% over the same period last year, and children's clothing sales revenue of 895 million yuan, an increase of 23.2% over the same period last year.

Among them, gross margin was 41.09%, an increase of 1.64% over the same period last year.

< /p >

Below P, we can see that the total revenue of children's clothing is less than that of adult clothing, but the proportion of revenue growth and gross profit margin are far higher than that of adult apparel business.

< /p >

< p > "development potential, high profit" has become the label of children's wear market.

< /p >

< p > according to the director of a children's clothing brand, the average gross profit rate of children's clothing industry is more than 50%, and the gross profit margin of some international children's wear brands authorized to operate is even more substantial.

< /p >

< p > XTEP (01368.HK) management said in its 2013 semi annual report that it is optimistic about the huge market potential of children's clothing in China, and continues to expand the series of XTEP children, and has an independent team specializing in managing the product line.

< /p >

Many sports apparel brands such as P, Anta (02020.HK) and 01361.HK (360 degree) have also stepped up their children's clothing business.

As of the first half of 2013, Anta children's sporting goods store has reached 811.

< /p >

< p > besides, H&M, ZARA, Muji, UNIQLO and many other clothing brands also set up children's special zone or < a href= "http://www.91se91.com/news/index_q.asp" > children's wear shop < /a >.

Luxury brands such as Gucci, Dior and so on also set up their own venues in the flagship store, distributing children's clothing retail.

< /p >

< p > many children clothing practitioners said that the industry's expectations for this round of policy stimulus were greater than the fear of risk < /p >