The Concept Of Childcare Has Changed The Pattern Of Clothing Industry, And Children Who Want To Make Adult Clothes Want To Sell Children's Clothing.

Here world clothing shoes The Xiaobian of the hat net introduced the concept of childcare to change the pattern of the clothing industry, and the children who made adult clothes wanted to sell children's clothing.

"Only 7 floors sold children's articles, and now even the 6 floor!" This is yesterday's 80's hot mom Pan Feifa sighed in WeChat's friends circle. She wants to buy a new one for her 3 year old son. clothes As a gift of the 61 quarter, it was found that the area of children's products doubled in the Hangzhou Tower, and upgraded from the original one to the two level.

This is the new action that Hangzhou Tower recently stepped on the "61" node. The relevant staff in the shopping mall call it "the trend of the times". Business area doubled, and content naturally expanded. "Children's wear brands are mainly imported, at least 50% more than before." The staff said, "facing the middle and high-end consumer groups."

The introduction of shopping malls and the rapid expansion of children's wear market is behind them. More and more well-known adults in China Clothes & Accessories The brand began to extend to children's clothing industry. At the same time, international luxury brands and fast fashion brands gradually integrated into their own children's clothing stores in the stores of first and second tier cities. Analysis of the industry, with 80, 90 after entering the peak period of marriage and childbirth, children's wear market will be followed by women's wear, men's clothing, the entire clothing industry scramble for the last piece of cake.

　　 Children's wear market is improving.

The market will reach 140 billion next year.

Statistics from the National Bureau of statistics show that the volume of clothing retail sales increased by 11.5% over the same period last year. The growth rate was 13.6 and 6.2 percentage points lower than that in 2011 and 2012 respectively, showing a three consecutive year slowdown, the lowest since 2003.

Despite the gloom of the industry as a whole, the children's wear market is getting better. 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%-30%. As one of the most potential industries, children's wear market will benefit from the change of consumption concept and the second child policy after the 1980s and 90s. By next year, the size of children's clothing market in China will reach 140 billion yuan.

What is interesting is that compared with the huge children's wear market, there are 4.5 garment manufacturing enterprises in China, but there are less than 200 professional production enterprises with private brand children, about 0.44%.

As a result, there are more and more sudden "awakening" clothing brands, trying to extend their tentacles to children's clothing industry, and have launched their own children's wear brands. According to relevant research reports, the demand for children's clothing will increase by 20% in the next few years. In the downturn of the environment and the increasingly fierce competition in the clothing industry, children's clothing may become the most intense field of competition among large numbers of enterprises.

Semir tasted the sweetness and worked hard.

　 Beautiful vision of the United States

Children's clothing brings warmth to the industry, allowing many brands to focus their attention. Nowadays, not only leisure clothing, including Lining, Anta, 361 degrees, and other domestic sports brands have begun to get involved, fast fashion brands ZARA, GAP, H&M, UNIQLO, Muji have expanded the sales area of children's clothing, and luxury brands such as Gucci, Dior, Burberry, Fendi and so on have also entered the high-end shopping city, overweight children's market.

Looking at domestic brands, in recent years, children's clothing industry has been mixed up, but it still needs a few Semir. Data show that, relying on children's clothing business, Semir last year became the biggest growth highlight in the annual performance report of the clothing sector. The company achieved operating income of 7 billion 340 million yuan, an increase of 3.92% over the same period last year, a net profit of 906 million yuan, of which children's clothing increased by 19.9%, the proportion of income increased to 35%, and gross profit contributed nearly 40%.

The most direct influence is the strategic change. The Semir children's wear brand Barbara introduced the 0-3 year old baby products and clothing brand minibalabala, as well as the professional shoes and accessories brand mongdodo, based on the original 3-12 year old children's clothing, and took the Sarabanda and Minbanda two Italy high-end children's clothing brand representative rights. Semir has also closely integrated the animation image with the product. It has shot and played 100 episodes for the dream, and has started to build a dream town with an area of 200 mu, which integrates children's entertainment and leisure education.

Also began to focus on the growth of children's clothing industry focus on the field, as well as Metersbonwe (hereinafter referred to as the United States). Data show that in the United States of America's autumn order meeting, ME&CITY kids orders increased by more than 100%, Moomoo children's clothing increased by more than 200%. For the United States, which has just entered the US soon, this data is very bright. "We must seize market opportunities and vigorously promote the development of children's wear brands." The US federal state official said. Many local brands also have children's wear.

　 Directly referring to the high-end consumer market

After the newly adjusted 6 and 7 tier children's products area in Hangzhou Tower, apart from some imported children's clothing brands, two brands are actually familiar to all in Hangzhou. One is JNBY by JNBY, the children's clothing series of Hangzhou women's wear brand Jiangnan Buyi. The other is Mitti, which belongs to the same company as the women's clothing brand OTT, which also started in Hangzhou.

"You see almost all the luxury brands in the international market have their own children's clothing series." Jin Jin came to the point that she was the head of the market promotion of children's clothing in Jiangnan. "I think this should be the trend that the whole garment industry can not ignore. The domestic children's wear market is developing momentum. This year is particularly evident. "

JNBY by JNBY locate the middle end, Mitti is facing the high-end consumer market. "Frankly speaking, when we entered the children's clothing industry (2009), there was no" master "in this field. Especially in the high-end market, there are very few domestic brands. Mitti Brand Manager Jiang Dan said, "on the one hand, the market is mature, and the psychological and mental aspects of the parents after 80 and 90 are also related to the improvement of the economy and the improvement of aesthetics. On the other hand, we do see this market vacancy."

In addition, two other local women's clothing brands, COCOON and Ou Shi Li, are also turning their attention to children's clothing. Women's wear The district launched the parent child series.