The Major Clothing Brands Have Bet On Children'S Clothing As The "Warmer" Power Of The Clothing Industry.

< p > Semir, Lining, ZARA, H&M and other fashion brands regard the children's market as a new profit growth point, and make great efforts to push the children's market.

Luxury goods such as Gucci, Dior, Fendi and Burberry also began to focus on the development of China's children's market.

In a sense, children's clothing market is becoming a new hot spot of competition among businesses.

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< p > < strong > found that sports and leisure brands have been pushing force a href= "http://www.91se91.com/news/index_c.asp" > children's wear < /a > /strong > /p >

"P" as the largest brand of children's clothing at home, Semir clothing (002563, stock bar) has made three adjustments to children's clothing business: Children's wear business investment, strategic status promotion, expansion of children's product line from 0 to 3 years old, and increase the retail area of children's clothing from 0 to 3 years old.

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< p > in addition, Semir clothing is also accelerating the opening of children's clothing stores, bringing the high-end brands of several extended brands and agents of the Barbara main brand to the same store, stationing in shopping centers, focusing on one-stop shopping experience and improving the profitability of children's clothing.

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.

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< p > YISHION store in Xidan, the old windows are models of handsome men and women, showing the new season.

But now I can see that a child model wearing a white jersey and Pink Baseball suit and a cowboy short skirt is also in the window. It seems to tell everyone that YISHION also has children's clothing.

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< p > YISHION's < a href= > http://www.91se91.com/news/index_c.asp > salesperson < /a > told reporters that after the renovation, children's wear area was increased, mainly from children aged 3 to 15 years old.

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< p > in addition to Semir, YISHION and other casual wear brands, Lining, Anta, Pathfinder and many other outdoor sports brands have 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.

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< p > Anta children sporting goods store has reached more than 800 in 2013.

The Pathfinder outdoor children's wear shop hopes to open to 300-400 in 2015, and the sales will be guaranteed 380 million in the next 5 years.

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< p > famous fast fashion brands such as H&M, Zara, UNIQLO, etc. have also set up children's special area or children's clothing store in shops.

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< p > < strong > luxury luxury brands occupy the high-end children's wear market < /strong > < /p >

The "double G" pattern, like P, is just like the red and green stripes everywhere. The difference is just the mini cute size.

Since its high-profile entry into the children's wear market in October 2010, Gucci's children's wear series has been testing water at various flagship stores in China.

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< p > when the global children's luxury market reaches tens of billions of dollars and grows at an annual rate of 10%, all the luxury brands are almost watching this sweet cake.

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< p > British famous designer < a href= "http://www.91se91.com/news/index_c.asp" > Paul Smith < /a > children's wear series Paul Smith Junior has entered the design of third years; and the third generation of the family of the Fendi family, the current director of the accessories, Mr Yu, has uncovered the mysterious veil of her high-end children's clothing and stepped forward into the infant market.

At the same time, the American brand DKNY, the old British brand Burberry and the French brand Chloe have launched a series of children's clothing, which is like the diminished version of their own brand adult clothing.

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< p > in fact, many brands of luxury children's clothing sold in China now have quite a long history of children's wear.

Take Dior as an example, Baby Dior is known as the world's first international fashion brand to launch children's wear.

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< p > data show that Burberry Children, Gucci Kid, Baby Dior and Armani Junior have a high degree of recognition in the domestic luxury children's wear market.

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< p > < strong > the average gross profit rate of children's clothing in the market is more than 50% < /strong > < /p >

< p > as the benchmarking enterprise of children's clothing industry in China, Semir's 2013 annual report shows that the income of casual wear is 4 billion 683 million yuan, down 4.04% compared with the same period last year, accounting for 64.87%, which is 4.89 percentage points lower than that in 12 years.

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< p > children's clothing business income accounted for a certain increase, revenue 2 billion 535 million, an increase of 19.9% over the same period, revenue accounted for 1/3, profit accounted for nearly 1/2.

It can be seen 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.

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< p > from the growth rate of Semir order 2014, casual wear has increased by nearly 10%, and children's wear is at 20%-25%. So this year, the contribution of children's clothing to profits may exceed that of casual wear.

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< p > an industry source has revealed that the average gross profit margin 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. "The development potential is large and the profit is high" becomes the label of children's clothing market.

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

But the industry also admits that the retail cost of children's wear industry is increasing, and consumers are also demanding more and more competitors.

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< p > < strong > "alone two children" to promote the development of children's wear industry < /strong > < /p >

< p > in recent years, children's clothing consumption in China has increased by more than two figures. Children's clothing has become a new growth point in the development of clothing industry.

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< p > 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 scale of children's clothing market in China can reach 140 billion yuan.

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< p > children's wear market has great potential for development, so it has become a new force for many garment enterprises.

With the opening of the "two child" policy, it brings new opportunities for children's wear market.

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< p > industry experts believe that the release of the "two child alone" policy is of great benefit to the development of children's wear industry.

As a matter of fact, as early as the "two child alone" policy was brewing, some of the brands with sharp smell have begun to focus on the layout, looking forward to taking the lead in the market after the promulgation of policies.

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< p > industry experts say that the future development trend of children's clothing will enter the "low carbon era".

Each brand will adopt green raw materials and auxiliary materials, and strive to make children's clothing more environmentally friendly and healthier.

And actively study the physiological and psychological characteristics of children's growth, and try to interpret children's needs through brand and product.

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