Children'S Clothing Market Has Become A New Growth Point Of The Clothing Industry. The Three Advantages Prevail.

Under the promotion of the upgrading of consumption and the liberalization of the second child policy, our country

Consumer goods will maintain a relatively high growth rate, and the market size is expected to exceed 150 billion yuan in 2017.

Recently, the China Industrial and Commercial Research Institute released "China's high-end children's clothing industry research and investment outlook forecast report 2016~2021", pointing out that in the adult

Under the background of becoming saturated, the children's clothing market is becoming a new growth point in the clothing industry.

Rapid growth of demand

The children's clothing market mainly covers the age of 0~14 years of age. According to age and height, the products can be subdivided into 0~3 years old baby clothes and 4~14 years old children's clothing. According to the product type, they can be divided into

, coat,

T shirts, shoes and so on.

The growth of the number of children and the upgrading of consumption brought about by the release of the second child policy are possible for the expansion of children's clothing market.

The "13th Five-Year plan" put forward the policy of "full implementation of a couple having two children".

Since the partial opening of the second child policy in 2013, the number of new born babies in China has opened a pattern of rapid growth. The full implementation of the second child policy will keep the number of newborn babies even higher than the current high growth rate.

From the second half of 2013, the new children's clothing consumption brought about by the partial opening of the second child policy is mostly reflected in infant clothing.

By the end of 2016, the consumption of older children's clothing will usher in accelerated growth at the beginning of ~2017.

At the same time, residents' income growth and consumption upgrading have also created favorable conditions for children's clothing market consumption.

Statistics show that in 2015, the per capita disposable income of the whole country was 21966 yuan, an increase of 8.9% over the previous year, a real increase of 7.4% after deducting the price factor.

The per capita disposable income and per capita consumption expenditure of urban residents and rural residents have increased relatively fast.

Supported by this, the increasing consumption ability of urban and rural residents provides a guarantee for the prosperity of infant industry.

At present, the proportion of post-80s and post-90s groups is increasing. The more excellent economic growth environment, higher demands for quality of life, and the mainstream consumer spending of the "4+2+1" family structure have two generations of wealth accumulation foundation, which constantly amplifies and promotes the consumer demand for baby products.

They prefer to dress their children in a fashionable fashion and often choose new clothes for their children.

According to a survey conducted by China children's Industry Research Center, 80% of the family's child expenditure accounts for 30%~50% of the total household expenditure, and infant consumption has become an important expenditure for family consumption.

Industry starts late and space is large.

Compared with men's clothing, women's wear and other adult clothing categories, China's children's wear industry started late, and there is still much room for expansion in market growth.

In the first quarter of this year, the total retail sales of consumer goods increased by 9.7% over the same period last year, down 0.4 percentage points compared with the whole year in 2015.

Affected by the economic downturn and weak demand, the overall growth rate of the apparel industry is slowing down.

In the context of the depressed demand, the fast growth of children's wear market is particularly bright.

The report points out that with the change of household consumption habits of children in China, the professional children's wear enterprises started to develop in the mid 90s of last century.

From the perspective of industrial life cycle, children's clothing industry in China is still in the period of growth and development. Market demand is growing rapidly and growth space is increasing.

In recent years, the consumption scale of children's clothing has been expanding continuously, and has maintained a relatively high growth rate.

In 2015, the scale of children's clothing in China reached 137 billion 200 million yuan, with a growth rate of 8%.

The huge development space of the industry has attracted many brands to join the competition.

Lining and Anta in sports and leisure areas; ZARA, GAP and H&M in fast fashion; luxury brands GUCCI, Dior, Burberry and so on have increased the market for children.

The market is highly dispersed.

It is worth noting that although the potential space and capacity of children's clothing market in China are huge, the market concentration is low.

From the perspective of market share, local brands are better than foreign brands in market competition.

In 2015, the share of the top ten brands of children's clothing market in China was only 10.6%, far lower than that of France, Britain, the United States and other developed countries, less than half of Japan and South Korea.

In addition to the number one brand, Barbara has a market share of 4%, the market share of other brands is below 1%, and the market is highly dispersed.

The lower market concentration also means more opportunities for children's clothing brand market to expand.

The report points out that due to the fact that there has not yet been a complete competition pattern, there are many brands of children's wear market in China.

In addition to many professional children's wear brands, many domestic and foreign adult clothing brand enterprises have also entered the field, exacerbating the industry competition.

At present, among the top ten brands in the market share, there are 7 local brands, 3 overseas brands, and the top five brands are local brands, and local children's wear brands prevail.

In 2015, the market share of the top 20 children's clothing brands accounted for 15.2%.

In these domestic and foreign children's wear brands, the market share of domestic professional children's wear brands accounted for 62% of the top 20 brand market share, and the proportion is growing.

As for the performance of domestic brands stronger than foreign brands, the report thinks that this is mainly due to the fact that domestic children's clothing brands have deeper channels than foreign brands, and their understanding of the local market is deeper.

The professional children's clothing brand is better than the adult clothing extension brand. The main reason is that the professional children's clothing brand has entered the market earlier, and has a more accurate grasp of the consumption characteristics of the industry, and the category is more complete.