Why Is Children'S Clothing Known As The Last Profitable Piece Of Clothing?

Today, the decline in profits and high inventory have become the norm in the clothing industry.

This plate, once a low proportion of clothing sales, has been described as the last profitable piece of clothing.

In Jiaxing, children's products in traditional department stores such as Jiangnan Building and Dai Mengde shopping center have been expanding, and many adult brands are reaching their children's clothing.

Recently, the new regulations for children's wear safety standards are officially released, and what kind of industry will be reshuffled?

"Single child" detonating children's clothing industry

Miss Zhou is a fan of shopping. She spent most of the weekend in shopping malls.

Nowadays, as a child mother, she has a new consumption goal. Every time she goes to the children's clothing area, she always feels refreshing. "Obviously, the children's clothing area in the shopping mall is bigger and bigger, not only the area is big, but children's clothing is bigger."

They are no longer those old faces, and many new brands are constantly coming in.

Children's clothing has been dubbed the last piece of cake in the clothing industry, and has become one of the most important businesses in recent years.

Zhang Mei, manager of children's marketing department of Jiangnan Building, told reporters that the Jiangnan mansion has made a comprehensive adjustment to the 5 floor children's product area recently, and expanded the business area to 500 square meters. There are 10 new children's products counters, which also made the total sales volume of Tong Nan building children's products reach 40.

On the one hand, after 80 and 90 parents are willing to spend money on their children, and have higher requirements for quality. On the other hand, the demand for children's products has increased significantly after the "two child policy" has been liberalized.

Some research institutes predict that after the implementation of the "two child" policy, China's annual newborn babies will grow at an annual rate of 20% on the original basis, which will certainly lead to the sale of peripheral products.

In fact, from the current sales situation of shopping malls, the implementation of the "two child" policy has begun to have a linkage effect on children's wear market.

"From 1 to May this year, the overall sales of children's products in our shopping mall increased by 23% over the same period last year, far exceeding that of adult clothing."

Zhang Mei introduced, especially the baby products, accounted for about half of the total sales of children's products. "Now our children's products have 40 brands, including 10 baby brands, 25 small and medium-sized brands, and 5 big children brands. Although the number of children's brands is less than half, the sales volume is very high, especially after the implementation of the" two child policy ", the sales of baby products have increased significantly.

In fact, increasing children's wear can also drive sales of other products.

"Generally speaking, a child buys at least one adult accompanied by a child's clothing, which means that it may bring sales of products such as adult clothing and shoes."

Zhang Mei told reporters, "in addition, many shopping malls will increase amusement and children's play facilities, and the most important thing is to attract customers and drive consumption."

"Now most of the second born are more than 30 year old parents, and policies mainly affect people in cities. These people have a certain economic foundation and have higher requirements for quality of life. They are mainly customers of high-end brands."

There are shopping malls baby brand sales staff told reporters.

The salesman also said that the custom of giving gifts to newborns in Jiaxing has also led to the overall sales of baby products. "We have compared the price of the customers, the babies are higher than the small children and the older children. Generally speaking, the pregnant women and the newborns will choose one or two gift boxes, and the price will be between 300 and 500 yuan.

In addition, baby products are not like other children's products mainly in clothing and footwear, baby products include shampoo, shower gel and other daily products, these products have good sales performance.

Brand competition to launch children's wear

In the impression of Miss Hu, she came to the children's clothing area as if it were "children's kingdom". The children's brand with colorful and cartoon designs is exclusive here.

But now she goes into the children's clothing area of the mall, and can see many mini versions of adult clothing. Many familiar adult brands have begun to "invade" children's wear areas.

In the children's market of Jiangnan Building, Dai Mengde shopping center and other shopping malls, the reporter saw adult clothing brands including Taiping bird, Jiangnan Buyi, ELAND and so on, and launched a series of children's clothing. In sports brand, Nike,

Anta,

New balance also has a mini wind.

In large cities including Beijing and Shanghai, you can even see a series of luxury brands such as Gucci, Burberry, Dior, Dolce&Gabbana and other luxury brands.

"For the brand, after entering the mall, whether it is a special counter or two jobs that need to be done are the same, so for adult clothing brands, opening the corresponding children's clothing is advantageous, it can make use of the familiar channels and mature markets, and the adult brand has a high reputation, adult consumption can also drive children's clothing consumption."

Dai Mengde, manager of the children's product department of Dai Mengde shopping center, told reporters.

Miss Jiang, who works in a public institution, is a literary youth in the eyes of her friends. She usually wears a smart wind, likes cotton and linen clothes, and is a loyal consumer of Jiangnan cloth. When she sees that the mall now has this brand of children's clothing, she immediately buys a set of women's clothes for her daughter.

"Before we imagined the mother and daughter dress is exactly the same, an adult version of a children's version, but actually I hope is a unified style, like this brand of children's clothing is cotton and linen as the main material, which is different from our impression of the colorful traditional children's clothing, so even if we are not wearing the same style, but others will see that you are a style, I think this is also the advantage of adult brand production of children's clothing."

It is not just adult brands that are beginning to extend to children's wear. In recent years, children's clothing styles are also becoming more adult.

Ms. Wen, a 12 year old son, often says that "half a child is hard to buy clothes". "Before the big children's clothing is not colorful, there are cartoon designs, children feel too naive, and he is tall, so wearing this style of children's clothing is also not very suitable."

"Before Grandpa, grandma and other elders to buy clothes for their children will pursue children's fun, cartoon design, colorful, but the Post-80's parents' fashion concept is not so, so today's children's clothing design tends to be adult."

Zhang Mei told reporters.

Escalation of "national standard" for adult children's wear

For most parents, compared with the price and style, the most concern is the safety of children's clothing.

Recently, the National Standard Committee issued the "Safety Specification for infant and child textile products" (hereinafter referred to as the "specification"). The "new national standard" for children's wear will be formally implemented in June 1, 2016. After two years of pition, from June 1, 2018 onwards, all relevant products in the market must meet the requirements of the specification, which may bring industry reshuffle.

According to the introduction, the specification further improves the safety requirements of infants and children's textile products on the basis of the original textile safety standards, classifies children's clothing products, and has infant textile products suitable for infants and young children under 36 months of age, and children's textile products suitable for children over 3 years of age and below 14 years of age.

According to the requirements of the code, children's clothing safety technology categories are divided into three categories: A, B and C. Class A is the best, followed by B class, and C class is the basic requirement.

Among them, infant textile products should comply with class a requirements. Children's textile products with direct contact with skin should conform to class B standards at least. Children's textile products with direct contact with skin should conform to class C standards.

Yesterday, the reporter came to a children's clothing shop in the city to promote children's clothing. They learned that the object was 2 to 3 years old baby. The salesperson recommended a conjoined dress labeled "B", and said, "this can be worn closely."

For infants and young children under 36 months of age, textile products should meet the requirements of category A, and the shop assistant is not sure.

"In fact, most parents choose to buy pure cotton when they choose to buy it. Few people will notice it."

There are children's clothing shop official told reporters, "of course, parents are really more and more aware of the safety of clothing. Like the old hooded T-shirt, many parents love to buy it for their children, but nowadays parents seldom buy it."

"Children's clothing is much smaller, but the price is not cheaper than that of the adults. Is the children's clothing more profitable?" many consumers have such doubts.

At the famous cowboy brand children's clothing counter in a shopping mall in the city, the reporter noticed that the price of children's jeans is between 400 and 500 yuan, which is only 100 to 200 yuan cheaper than the adult brand.

In recent years, many children's clothing prices have gone up and down to the price of adult clothing.

Zhang Mei said that the brand profit of children's clothing is not higher than that of adult brand, because children's clothing is more demanding than adult clothing in design, material and workmanship.

"For us to make clothes, if the row is ranked according to the profits, the highest is women's clothing, followed by men's clothing, and finally children's clothing, because children's clothing is not reduced to adult version, so the cost, testing cost and production process of children's clothing are all determined to be higher than that of adult clothing."

A clothing company official told reporters, but compared to the saturation of men's and women's clothing market, children's wear market still has great room for development.