CHIC2015 Children's Wear: Nuggets Baby Economy

　　 Britain Beijing has been described as "a city redefined by tower cranes and baby carriages" after the Olympics. This seems to be the most poetic statement so far of all the new round of fertility peaks that China is experiencing.

And in our real life, there is also a vague feeling of rushing in: a growing number of female employees walking around in the office wearing anti radiation suits; the poster of "Mammy in Car" or "Baby on Board" with different color patterns on the rear windscreen of the car; the spectacular baby Che Changlong in the neighborhood every evening.

Nuggets "baby economy"

The 2012~2015 children's wear industry report released by the National Bureau of statistics shows that the total output value of children's clothing industry can reach 25% to 30% annually. It is estimated that by 2015, the market volume of infant clothing, cotton products and daily necessities will reach 227 billion 980 million yuan. The sixth census of the National Bureau of statistics shows that children aged 0~14 account for 220 million, accounting for 16.6% of the total population.

The children's wear market has become a new blue ocean in the clothing industry, which has become an indisputable fact.

Along with the implementation of the policy of "two child" in every province, the couples who advocate multiple births can be called "happy couple", eager to try, and fully implementing the "two child policy". For this reason, this will bring a new development opportunity to children's wear market.

Of expert "The market size of children's clothing will expand due to the birth of a second child," he said. When the child's per capita seasonal consumption will increase by 3 times, the market prospect will be considerable. "

At the same time, 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. 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 wear market.

To this end, the brands have been targeting children's clothing market, the children's clothing as a new profit growth point, the big move to the children's clothing market force.

The retail area of children's clothing will be distributed to the whole industry chain of children's products. The United States will create two children's clothing brands online and offline under the full channel mode, online with the help of state purchase network and O2O business mode, and actively expand the line including brand integration shop, shopping center, shopping mall and all kinds of franchise market shops; Lining enters the children's clothing market with a brand-new management team and brand logo, and releases the development plan of 5 years to 10 years for Lining's children's clothing; Anta is actively expanding the business scope of this brand's children's sporting goods business; the TOREAD kids, which is jointly built by Pathfinder and paramount, is also extended to the field of children's wear. Semir has increased the investment and strategic position of children's clothing business, and the product line has expanded to the 0-3 year old baby market, increasing the 0-3 year old baby.

And in the first half of 2014, the domestic clothing listed companies released the report that children's wear plate has become the biggest driving force for clothing enterprises to pick up revenue.

except domestic Outside the brand, foreign brands are also not to be outdone. For example, H&M, Zara, Muji, UNIQLO and other fast fashion brands have enriched the variety of children's clothing. Gucci, Dior and other brands have begun to layout children's wear retail network in China, and set up flagship stores for children's wear.

Clothing brands at home and abroad are betting on children's clothing. "Big market, high profits, competitive pattern has not yet been finalized" is the main reason. With the coming of the next peak of childbirth, the demand for children's clothing market will continue to rise, and the competition between children's clothing brands will become increasingly fierce. The children's clothing market will also bring about new and creative children's clothing enterprises while eliminating some backward enterprises.

　　 Extension of children's industrial chain

In the field of foreign children entering the field of children's clothing, the traditional children's wear brand is also looking at the changes of the consumer market actively and pragmatically, thinking about how to make the dishes bigger.

Zhao Zhiyan, general manager of Beijing Yi Yi Shang Fashion Design Co. Ltd., has worked in the European market for many years. Today, she has shifted more emphasis to the domestic market, and is committed to spreading an elegant attitude to children through Deloras brand.

For the domestic children's clothing industry, Zhao Zhiyan believes that one side is the ambitious new entrants, and the other is the first entrant's step by step.

Zhao Zhiyan hopes to start with all the sunrise industries related to children, such as early education institutions, children's parks, children's food and other related activities, and win a win-win situation.

Zhao Zhiyan's idea is also the future development of many children's clothing brands.

Semir, which grew up with the CHIC exhibition, once again made a good progress in the brand development of balbala children's clothing.

In July 2014, Semir clothing announced that it had won 70% stake in Yu Han Shanghai with a transaction price of 102 million 200 thousand yuan. Yu Han Shanghai and its subsidiaries have launched child education business in China through buyout of "genius baby" brand and related intellectual property rights.

In this regard, Semir's relevant responsible person also admitted that the relevant layout is designed to achieve the transformation from children's product providers to children's comprehensive service providers.

It is learnt that, in the future, in the aspect of children's business, Semir will further accelerate the transformation of channels, promote the development of shopping centers, open mushroom shops, reduce channel costs, improve efficiency, strengthen product R & D investment, set up expert teams, support product development, upgrade products, implement multi brand strategy, and further extend children's education, culture and entertainment to create children's career clusters.

At the end of 2013, the Shishi children's Wear Industry Association changed its original trade association to the Shishi children's wear and children's Industry Federation. Its purpose is to expand the industry from single children's clothing to the whole children's field. One industry believes that.

　 Development of competing platforms

Multi brand operation extends to the whole industry chain of children, such as Barbara can rely on Semir dress's financial strength and original channel resources to develop rapidly, but for young designers like Zhao Zhiyan who just returned to start their own business, it is not so easy.

In the past, Zhao Zhiyan and other European exhibitions were looking for resources for cooperation. And since 2014, there has been another important item on her calendar -- attending the professional exhibition of clothing in China.

Zhao Zhiyan told reporters that although there are many professional exhibitions in China, for clothing companies, the exhibition will also consider the organizers' experience, work plan and attitude, business strength and publicity. In her opinion, whether an exhibition can be held successfully is closely related to the organizers' idea and experience and comprehensive strength. Like CHIC, many of the industry's big PARTY companies are rarely seen. Enterprises should treasure them and make full use of them. "

In 2015, she hoped to display the DELORAS brand image in CHIC, and at the same time, she could learn from different brands better, enhance her skills, and take fewer detours. "Next year, CHIC moving to Shanghai will bring more business opportunities and resources."

"We have been working to transform the productivity advantages into market advantages. We will start looking for channel resources from the major clothing exhibitions. CHIC moving to Shanghai has really taken the advantage of "heaven, earth, and people" for us. Bai Zhiping, general manager of Shanghai Zhong Cai Cotton Textile Co., Ltd., said that the "Sky Color" and "extreme cotton" launched in CHIC2014 this year have attracted much attention.

Relying on the strength of industry and capital, in the future, Bai Zhiping hopes to make children's clothing fine, make quality and make safety, so as to open up a new prospect.

Bai Zhiping told reporters: "in the past, there was less interaction between peers. Nowadays, the industry leading brands have already reached a consensus, and they are fighting for their lives. Instead of forming a close alliance, they will rebuild the ecology of the garment industry and compete from competition to competition."

When children's clothing enterprises are looking for a breakthrough through professional exhibitions, in 2015, the CHIC "innocence innocence" exhibition area will absorb high-end children's clothing, children's shoes, infant products and related supporting products, and combine the district with environmental protection, sports, street, children's life concept, etc., dedicate the CHIC children's fashion season, and create a fashion gathering in children's field.

In CHIC 2015, the exhibition of "childlike innocence" is clear and meticulous. The opening of professional seminars and lectures, interactive interesting activities, the release of forward-looking trends, the application of new media and new technologies will increase the benefits of exhibitors and visitors.