Children'S Cake Is Easy To Eat And Difficult To Exercise.

The last piece of cake that has not yet been fully competitive in children's wear and footwear industry is being attacked by clothing giants, especially sporting goods companies.

Last week, the sports brand released the 2015 record of children's clothing in autumn and winter, and its orders surged by 15% compared with the same period last year. At the same time, the data of Semir's annual report of the leisure apparel giant showed that in 2014, the annual sales of Barbara brand of the group's children's wear brand had exceeded 3 billion yuan, up 24.91% from the same period last year.

In the face of this "child related fever", Dai Zhijian, the honorary president of Guangdong Provincial Association of pregnant and infant supplies, understands the urgency of finding new growth points for these adult clothing brands.

But it also admits that

The biggest problem in children's clothing is whether it can break away from the nature of sports brand.

Crowding the market for children's wear

Giant hunting for children's clothing is first reflected in the expansion of stores.

Reporters from Anta annual report, although its overall stores in 2013 showed a contraction trend, but children's clothing increased by 48, so that the number of stores reached 1228 in 2014.

The 31st degree store is also expanding rapidly, reaching 2142 by 2014.

In 2014, Semir, which had earlier been involved in children's wear, has expanded to 3540 stores.

In terms of business contribution, the proportion of children's clothing business of these brands is also improving.

360 degrees, 2014

Sales revenue exceeds 500 million, accounting for 13% of group sales.

The sales of Semir children's clothing in 2014 amounted to 3 billion 167 million yuan, which surged to 39.24% in its group's total revenue.

For Semir, the gross profit margin of its casual wear is mostly 30%-35%, while the gross profit margin of its children's clothing products is basically over 40%, and the gross margin of accessories is higher than 49.78%.

For adult clothing brands in the field of children's clothing strong desire for expansion, T 100 parent child dress founder and chairman Dong Wenmei said it is understandable.

"If branding is a mentality of doing business and making products, they need to ride horses."

However, the market for children's clothing is obviously different from that of 1-2 years ago.

"The whole children's wear industry has been difficult for two years."

Dai Zhijian, the honorary president of Guangdong Provincial Association of pregnant and infant supplies, takes the Southern China market as an example. This is a big province with lots of brands, and the competition between the brands has become more and more intense.

"The quality of children's clothing enterprises is uneven, most of them are small and medium-sized manufacturing enterprises. With the recession of export market, these brands are turning to domestic sales, so that children's clothing products pour into the mainland market."

The complexity and difficulty of being underestimated

As adult clothing giants intervene in the children's clothing market, the potential of children's clothing market seems to be magnified.

But Dai Zhijian pointed out that children's clothing, especially baby underwear, is the highest standard in the clothing industry.

Although a children's clothing may be lower than the adult dress on the cost of fabric, it has more colors and more splicing, and the complexity is higher than that of adult clothing.

For example, a button and a child's clothing should be considered with higher safety.

In addition, "adult dress is usually divided into several yards, but children's clothing will be broken down into several age groups, such as babies, children, children and children, and the clothes of each age group will be broken down by several yards."

Apart from the fact that "complexity" is higher than adult clothing, Dai Zhijian also points out another fact that an adult clothing can be sold to two thousand or three thousand, but a 1000-2000 yuan children's wear is already very top.

According to the 361 annual report, the average price per garment for children was 59 yuan in 2014, compared with 50 .8 yuan in 2013.

Dong Wenmei has the same feeling about it.

"Children's clothing is not a good idea."

Dong Wenmei told reporters that despite the increase in T 100 single store performance last year in 30%- 200%, but we just saw the beauty of T 100, did not see T 100 in the past 12 years behind efforts and quality adherence.

"We have spent 12 years making a summary of basic data. Now the temperament and technology of T 100 children's clothing are recognized by consumers. In fact, T 100 has made detailed consumer classification, research and data collection over the years."

Dong Wenmei pointed out that for example, the number of needles per centimeter is different.

"K 100's children's clothing is all sterilized by lotion.

The cost of disinfection for each child's clothing is as high as 10 yuan, which is unlikely to be done by adult clothing brands. "

Dong Wenmei said the competition for children's wear market is fierce.

In order to avoid such a fierce competition, they placed orders for each store, and the order was fixed and sold out.

"We will not blindly produce, otherwise easy to sacrifice quality."

In fact,

I agree with that.

In its 2014 annual report, it pointed out that the children's wear market is in the stage of growth. With the continuous improvement of household consumption ability, the children's wear market has entered a period of rapid growth. The growth of children's brand clothing with emphasis on quality, professional and fashion has become more prominent.

De motion problem

In addition, for many sports brands to intervene in the children's clothing market, Dai Zhijian also believes that "children's clothing has a higher demand for fashion sense and color, and is very diversified. However, it is difficult for sportswear brands to break away from the attributes of their sporting goods in the short term."

In fact, this mark is particularly evident in sports brand children's clothing.

For example, Anta's current children's clothing is mainly concentrated in the field of children's sports products.

They launched a series of children's sporting goods.

"We once had the same problem. No matter how we did it, there was always a shadow of movement."

The operator of a sportswear brand children's clothing told reporters that there is still a problem with sports brand involvement in children's clothing, that is, the way of operation is similar to the sports brand, which is a short board for children's clothing of sports goods brand.

"If we do not exercise, the children's clothing of sports goods brand is hard to play."

Cai Chunmiao, a trade personage with more than 20 years of experience in the children's wear industry, told reporters that these brands need to creep slowly to change the present results, and children's clothing is out of the shadow of sports.