Analysis Of Competition Pattern Of Children'S Wear Industry In China

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The development history is later than the formal dress.

As a result, it is in the stage of brand competition.

In the theory of brand development stage, children's clothing is only in the early stage of the development of the industry. Brand competition is more focused on the competition of the product itself and the number of channels. At present, children's clothing consumption is still at the initial stage of brand consumption.

The concentration of children's clothing industry is very low, and all brands deal with the channel expansion stage. Regional brand competition is more intense, but from the industry as a whole, children's clothing industry is not competitive enough.

In China's children's wear market, international brands occupy half of the market and almost monopolize the high-end market, while the brand influence of domestic brands is not strong enough.

60% of the current domestic

Manufacturers are in a state of no brand, many of which are mainly processed and OEM.

Despite the emergence of a number of children's clothing brands like emperor tau in recent years, there is still a shortage of leading children in China's children's wear market.

Children's clothing industry has low market concentration.

At present, the market share of the top eight brands is only 5.33%.

With the development of the industry and the importance of brand and channel expansion, the market share will be concentrated on the dominant brands.

But at present, the market share of individual brands is not high in children's wear market, and the gap between brands is relatively small.

The brand pattern of children's wear industry is coming into being, and it will form echelon mode from the aspects of region, grade, style and so on.

The pformation of brands between the echelons and the new brands will become more difficult.

Children's wear market is expanding rapidly in the market, sports brands, adult clothing brands and children's products brands have entered the children's clothing market. Competition, especially channel competition, is inevitable.