The "Baby Economy" Is Strong Enough To Attack The Brand Foreign Brand And Market For Children'S Wear.

Under the influence of the policy dividend, the "baby economy" is coming strong, and the children's clothing market suddenly becomes a huge potential cake.

Shopping malls are busy expanding.

Shop area,

Big brands have increased the number of children's business units.

The "Amoy brand" started to set foot in the field of children's clothing and tried to seize business opportunities.

Children also buy clothes and brand names.

"Aunt, I want to buy two caterpillars." at four or five p.m. on Tuesday afternoon, it was just a little after school, and in the first grade, accompanied by grandma, I went to a Nike children's wear shop. When I first came in, the little girl called the "Caterpillar" shoes.

Salesman Zhu Guojie looked at the children's feet and brought a pair of red size 13C size shoes.

Zhu Guojie told reporters that such a pair of shoes priced at 469 yuan, but today's children buy things to learn to see the brand! This shoe is "one foot pedal", it can not be worn out, the shape is as cute as Caterpillar, especially by children like it.

Sometimes new models come and sell goods in more than half a month. After replenishment, the parents who notify the parents who left the phone have sold half of them just after the notice is given.

As a store manager, Xiao Jiao has worked for more than four years at Teenie Weenie, a new world department store in Chongwen. She also felt the warmth of the children's clothing market this year.

Due to seasonal factors, it is considered a low season for the entire clothing sales industry, but it has to sell more than 10 pieces a day. Compared with the same period last year, sales increased by about 10%. The best selling sports suit will be sold without discount.

Now there are as many as 64 pieces of spring clothes, and there are eighty or ninety kinds of summer clothes. There are socks, headwear, hats and clothes and shoes.

Some children wear Teenie Weenie clothes from birth until they wear them to the largest.

In order to enhance user experience, a small train was specially placed at the front of the shop, and the seats in the shop were specially designed. There was also a screen playing cartoon at the opposite height, so that younger children would be more careful when they tried clothes.

Shopping mall for children area

For the clerk of October Mommy, the happiest thing this year is not to write an analysis of the decline in performance.

Last year, because of the year of sheep, the performance has been affected all year round, and the company stipulates that as long as it goes down, it has to write a description, and the pressure is relatively large.

This year, the sales task can be completed without pressure. Sales of radiation protection clothing for pregnant women who sell well are nearly doubled compared with last year.

Considering that the market is getting warmer, new products such as skin care products, massage oil, shampoo and other peripheral products have been added to the store, so that they can earn money from last year's efforts.

After the market changes, the fast moving shopping mall began to expand the area of children.

The four level of the new world department store in Chongwen is mainly children's area and bedding area. At the beginning, the proportion of children's area and bed area is about 3 to 1. This year, the shopping mall will adjust and expand the entire children's District, increase the children's clothing and children's experience shop area, continue to compress the bed products, and the ratio between the two will turn 5 to 1.

According to Huatai's macro prediction, the number of newborn babies will increase by 5 million to 6 million every year. In 2017, the number of newborns is expected to reach nearly 30 million.

The combined effect of the expansion of baby population and the escalation of consumer demand for infant products will bring an increase of 15% to 20% for the children's wear industry. It is estimated that the children's clothing market will reach 254 billion 100 million yuan by 2017.

With the release of the second child policy and the development of the young parents who pay more attention to brand and new consumption concept after the 1980s and 1990s, the children's clothing industry presents a huge market prospect.

Amoy brand foreign brands to beat children's wear market

According to the "2012-2015 years 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%, much higher than that of the adult clothing industry.

In the face of such attractive business opportunities, more and more clothing enterprises are beginning to get involved in the children's wear market. They want to earn more money from their parents' pockets and develop new growth points beyond the increasingly saturated adult clothing market.

In the past, fast selling brands used more attractive clothes to attract customers. This year, the GAP store of APM mall in Wangfujing street used several small models to show the new spring clothes. Mini jeans, red veil skirts and light pink bat shirts were all models, so as to attract the eyes of the hot mothers and enter the store. The whole two floor is already the children's clothing world.

Other fast moving brands such as ZARA, H&M and UNIQLO have also launched Kids and Baby series.

Foreign brands tighten up the business layout of children's clothing, and domestic brands are not resigned to weakness.

At present, Semir, Lining, Jiangnan Buyi, red dragonfly and so on have penetrated into the field of children's clothing, and see the role of children's clothing for income pulling.

According to the information released by Semir group, sales of its children's clothing brand balbala in 2015 has reached 7 billion yuan, and its stores have exceeded 4000, and children's clothing sales account for more than 32%.

In the 2015 performance bulletin, the company also affirmed the sustained growth of children's business to promote the sales revenue growth of the company.

Even from the Internet channels, some women's clothing brands have begun to sink into the children's wear market.

Han Duyi house, rash silk cloth and Yin man are known as the three big benchmarks of the "Amoy brand". At present, 28 brands of Han's clothing houses occupy 4 children, and the sales share accounts for nearly 13% of the total. The initial language of the acquisition by Yin man also introduces the brand of children's wear, and opens the online shop's two-line sales mode.

So far, the market of children's clothing has basically formed the market pattern of online brand name, traditional brand and foreign brand three points.

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Expert opinion: don't despise children's clothing.

Zhao Ping, a researcher at the China Council for the promotion of trade promotion, said that unlike adults, children's wear is definitely a fast food product, and its replacement is particularly fast. Parents still value the mid priced products with good economic quality and good quality.

There is demand in the middle end market, which is investment opportunities for enterprises.

From the policy point of view, the overall release of the second child and the increase of the baby birth rate have brought about tremendous business opportunities in the children's wear market.

Amoy brands, fast fading brands, have already had the experience of the clothing industry, and then explore the children's clothing market will be more convenient.

Some experts also say that children's clothing market has special requirements in cloth, craft, product design and safety compared with the adult clothing market.

Once entering the field of children's clothing, enterprises must strictly control their quality inspection in addition to their own technical clearance.

At present, China's hundreds of billions of children's clothing market is extremely dispersed, and it is not easy to stand firm in fierce competition.

In recent years, the quality problem of children's clothing has frequently appeared in big enterprises. If blindly follow the wind into the market and neglect quality, careless actions will damage the brand reputation.