"Meng WA" Has Made The Clothing Brand Grab High Profits.

Here world

The Xiaobian of the net tells us that the profit is quite high, and the clothing brand aims at "Meng WA".

In recent years, the "curing Department" sprouting on the screen of parent child shows has not only set off the trend of all the children, but also indicates the coming of the little baby.

Whether fast fashion brands, sports brands or luxury brands, they have entered and expanded the field of children's clothing, competing for the children's clothing market this big cake.

The industry believes that the major brands have bet on children's clothing.

"Big, high profits, competitive pattern has not yet been finalized" is the main reason.

In recent years, the size of children's wear market has been growing by more than 20%, and the relaxation of the two child policy has played a strong role in the children's clothing industry.

The market size of children's clothing will expand due to the birth of two children, and the market prospect is considerable.

Phenomenon

Many brands enter children's wear market

At the moment, the autumn and winter clothes in the shopping mall are listed on the market. Children's wear brands are also very busy.

ZARA, H&M, GAP, Adidas, Nike...

Whether fast fashion brands or common sports brands, children's wear has become an integral part of these stores.

Japan's fast retailing company's leisure clothing brand UNIQLO announced recently that it will expand children's clothing from the beginning of this autumn and winter, and increase the number of children's wear stores.

Although the problem of child shortage in Japan is becoming more and more serious, UNIQLO hopes that everyone who comes to shopping can have enough choice.

There are about 450 kinds of children's clothing in autumn and winter this year, which has increased by more than 50% over last year, and the number of children's clothing stores will be 1.6 times that of last year.

UNIQLO's children's clothing has always been centered on the use of men and women, and the "inadequate commodity structure" has been criticized by the outside world.

UNIQLO's expansion of children's clothing, whether it's color, material or style, has been greatly updated, and it is hoped that children's wear will become the "third pillar" after men's wear and women's wear.

Prior to this, Semir clothing 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 retail area of 0-3 year old baby clothing.

Lining entered the children's clothing market with a brand-new management team and brand logo, and released the development plan of Lining's children's clothing in the next 5 to 10 years.

Anta is actively expanding the scale of the brand's children's sporting goods business.

Luxury goods also love Meng baby.

Apart from the above brands, luxury brands are also not to be outdone. With the emergence of a large number of cute baby popups, high-end children's wear and children's products market is developing rapidly.

Dior, Burberry, MarcJacobs, PaulSmith, Gucci, Fendi and other fashion brands continue to march into the field of children's wear. Some brands have begun to layout children's wear retail network in the country, competing for the market cake of high-end children's wear and children's products.

Take the Dior baby brand "BabyDior" as an example. Although children's clothing only accounts for a small part of its income, with the development of the economy, there will be more obvious growth in the field of luxury children's clothing in the future.

When it comes to luxury, people first feel luxurious, fashionable and honourable.

In recent years, however, many luxury goods have been targeted at children's markets.

Luxury children's clothing counters are very eye-catching in high-end department stores in Beijing, Shanghai and other fashionable cities.

Infants born to high-income families in large cities are the main consumers of the emerging luxury market.

The parents of these families themselves are loyal fans of luxury goods, and they are willing to spend their money on the next generation.

A post-80 "tide Mom" said that he was originally a Dior brand enthusiast. With his daughter, he went to the luxury children's wear counters to buy the latest products and became a part of everyday life.

Although infants and young children do not know what luxury is, their parents are very well aware of it and are willing to pay a high price to make their children separate from others.

Analysis

Two child policy easing to help the market rebound

From the earnings report released by the major clothing brands this year, the children's wear section has 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 two child peak period, the consumption demand of children's clothing market will continue to rise, and the competition between domestic and foreign clothing brands will become increasingly fierce.

In recent years, the size of children's wear market has been growing by more than 20%, and the relaxation of the two child policy has played a strong role in the children's clothing industry.

According to the industry, the size of children's clothing market will expand due to the birth of two children. When the child's per capita consumption will increase by 3 times, the market prospect will be considerable.

According to the "2012 - 2015 children's wear industry report" released by the National Bureau of statistics, the annual output growth rate of children's clothing industry can reach 25% to 30%. It is estimated that by 2015, the market capacity of infant clothing, cotton products and daily necessities will reach 227 billion 980 million yuan.

In 2010, the number of births reached its peak, and increased by twenty thousand or thirty thousand per year in the next few years.

The sixth census of the National Bureau of statistics showed that children aged 0-14 accounted for 220 million, accounting for 16.6% of the total population.

It can be seen that with the rise and expansion of children's market, the garment industry is bound to set off a huge competitive trend in the next few years.

Children's clothing product line long profit is quite high.

Insiders pointed out that children's clothing profits than adult clothing high, product line is relatively long, from 0 to 10 years old or even 10 years of age and above clothing, are all children's clothing category.

And the average gross profit margin of children's clothing industry is 60%, and the gross margin of some international children's wear brands can reach 200% or even 300%. Luxury children's wear is a high premium industry.

Under the temptation of strong market demand and huge profits, a large number of luxury goods began to set foot in the field of children's wear.

The industry also pointed out another reason: basically, the brand that opened up children's clothing market in recent years is the brand that young people love today, such as H&M, ZARA, UNIQLO, Nike, Adidas and so on.

The post-80s generation began to become "new" parents. They like to pursue brands.

"Why does a smart brand not extend its loyal customer base to children's clothing in a special store or a store? This cycle can take a family to buy the brand."

This statement has been confirmed in a fast fashion brand store. Sales staff said that the parents who buy children's clothes here generally are young people, and "under normal circumstances, they will not only buy children's clothing, but children's clothing, men's wear and women's clothing can pull each other".

From this, we can see that all kinds of adult fashion brands with fashionable designs have become shortcuts for young parents to choose children's clothing.

Challenge

The complete competition pattern has not yet formed.

Children's clothing market still has many tests.

According to the insiders, although the market potential of children's wear is huge, there has not yet been a complete competition pattern. China's high-end children's wear industry 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.

At the same time, compared with the adult clothing, the production process of children's clothing is more complex and the process is longer. Many brands of children's clothing in order to reflect children's interest, embroidery, applique, printing, embedding and inlaying techniques are applied in the design, which are time-consuming and labor intensive, and increase the manufacturing cost, which will be a severe test for small and medium enterprises.

The requirements of children's fabric are different from that of adult clothing. Besides the more comfortable hand feel, the requirements for environmental protection and safety are more stringent, and some functional indicators are added, such as moisture absorption and sweat relief.

With the improvement of living standard and the change of consumption concept, parents are paying attention to the quality of children's clothing as well as the important selection criteria. The consumption demand for children's clothing has also changed from the basic practical style to the stylish and beautiful fashion type.

Compared with adult clothing, the popularity of children's wear is relatively slow.

The industry believes that although some brands occupy the right place in the market of children's clothing with high-quality fabrics, in order to truly stand firm, we must start with improving the level of our enterprises, identify the practical needs of downstream children's clothing enterprises, keep pace with their development, and constantly innovate their products.

In the past two years

The development is very fast. It is another new direction of development after women's wear and men's wear. This is also a reflection of the changes in people's consumption and consumption.

Children's clothing is characterized by short replacement cycle, large market scale and high profits. It is also the reason why many adult clothing brands are beginning to get involved in children's wear. In the coming years, children's clothing market will form a white hot competition pattern.