Why Does The Huge Bonus Market Of Children'S Clothing Still Feel That The Company Is Unable To Move?

Everyone says that the second child policy has driven the children's industry. The sea is changing from blue to red.

Even though consumption demand is increasing, market competition is more intense.

There are still some people who are happy and sad.

Recently released China's high-end from 2016 to 2021

The industry research and investment prospect forecast report pointed out that children's clothing market is becoming a new growth point of the clothing industry under the background that the adult clothing market tends to be saturated.

Under the promotion of consumption upgrading and the liberalization of the second child policy, children's clothing consumption in China will maintain a relatively high growth rate.

The scale is expected to exceed 150 billion yuan in 2017.

Accelerating demand growth

The children's clothing market mainly covers the age of 0 to 14 years of age. According to age and height, the products can be divided into 0 to 3 years old children's clothing and 4 to 14 years old children's clothing. According to the product type, they can be divided into uniforms, coats, trousers, etc.

Shoes and so on.

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 implementation of the second child policy has kept the number of new born 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.

From the end of 2016 to the beginning of 2017, the consumption of older children's clothing will usher in an accelerated growth.

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 residents in China was 21966 yuan, an increase of 8.9% over the previous year, a real increase of 7.4% after deducting price factors.

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 the China children's Industry Research Center, 80% of the families spend 30% to 50% of the total expenditure of their families. Infant consumption has become an important expenditure item for family consumption.

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.

For example, during the period from 2014 to 2015, the sales volume of Russia's domestic market dropped sharply. Sportmaster group opened 12 Sportmaster brand chain stores in China and 19 O'STIN brand chain stores (Sportmaster group's brand, main middle end casual wear).

Sportmaster said that China is the most attractive market in Asian countries.

"It is a large and rapidly developing market, and we must compete with global brands."

The official said: "compared with other Asian markets, entry to China is less hindered.

Sportmaster currently has dozens of retail outlets in China.

Obviously, their expansion strategy is very successful. In 5 years, the company will have more chain stores in China than its own retail stores. "

Coincidentally, Russia's Carlo Pazolini group has produced luxury high-end shoes and accessories since 1991. Now it has pferred 70% of its manufacturing business from Europe to China, and has opened a store in Beijing, and has announced that it will open more retail outlets in China.

Pressure never alleviated

Why does the company still feel that it is difficult to make a firm move under the market scale of 150 billion yuan?

In fact, under the temptation of huge dividends, many enterprises have overlooked one thing: from the perspective of retail industry, the second child policy will mainly affect consumption rather than consumption.

Therefore, even children's clothing enterprises still face a precipitous business environment.

From the perspective of consumption mode, the impact of online shopping channels on retail sales, especially milk powder, diapers and other standardized products, is already a fact of life.

Especially in the field of mother and infant, the development of new channels such as Hai Tao and cross-border electricity providers is more than other fields.

Therefore, whether it is a professional children's wear brand or adult wear brand's children's wear accessory line, the difficulty of operation is no less than that of the adult suit that has been in a weak position.

The expansion of dot and scale does not necessarily achieve the same growth of performance, and the innovation of launching its own products and realizing business models is still an important topic before enterprises.

Facing the blue ocean in 2016, all brands are developing new growth points.

Whole industry chain

Semir children's wear business has maintained a relatively fast growth.

The number of Barbara stores increased by more than 300 in 2015, an increase of about 10% compared to the same period last year, and the market share increased to 4.5%.

Makale grew by 100% over the same period, and has achieved breakeven. In 2016, 200 new stores were planned.

Dream sales in 2015 sales of about 60 million yuan, an increase of about 190%, in 2016 will focus on promoting the company launched the red envelope policy (decoration subsidies, procurement discounts, etc.), encourage agents to open shop.

However, the goal of Semir is to build the whole industry chain for children. Now it is upgrading and upgrading in supply chain integration, channel expansion and multi brand operation.

Perhaps influenced by the strategy of competitors, in addition to launching the Me&City children's wear line and the new brand Moomoo, the United States is also stepping up the layout of children's clothing market.

In 2014, the United States ranked fifteenth in China's children's clothing market share of 0.3%.

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High-end outdoor

In 2015, Anta's sales performance exceeded 10 billion yuan, or will further adjust the brand positioning, explore children's clothing and high-end outdoor sports market segments of the two sports.

At present, Anta has added Anta children, FILA KIDS's children's line brand to meet more diversified consumption needs.

It is reported that by the end of 2016, Anta children's sporting goods store will open to 1700 to 1800, and FILA KIDS will also open to 650 to 700.

The performance of children's wear in 361 - 2015 has also been strong.

In March 8th, the 361 degree group announced its year-round results as of December 31, 2015. In 2015, 361 degree children's clothing continued to perform strongly, and its performance increased by 16% to 600 million yuan, accounting for 13.2% of the group's turnover and the number of stores increased to 2350.

The 361 - degree children's brand has been profitable for 6 consecutive years since its establishment in 2009, and its contribution to the group has continued to exceed 10% in 2015.

It can be said that 361 degrees has occupied the leading position in the children's clothing market with huge potential and rapid growth.

Multi category

Taiping bird's children's wear brand Mini Peace and Disney's cooperation series WHAAM brand experience shop has been officially launched in Ningbo, Zhejiang. The children's wear series is Mickey as the main element, basically using men's pattern and version design.

The products cover men's wear and children's clothing, including sweater, shirt, T-shirt, sweater, trousers and all kinds of jackets.

After walking the tide line, Taiping bird announced that the children's clothing department would be independent and occupy the market share of children's clothing other than men's and women's wear business.

It is understood that Mini Peace children's wear retail sales in 2015 reached 400 million yuan, an increase of 104% over the same period, and the number of stores nationwide reached 400. The development of children's clothing business has enhanced the performance of Taiping bird.

Men's wear brand Mark Ed Faye launched a series of children's wear products, the main Wu Keqin series, was officially landed on Tmall in April, and at the beginning of this year, Mark Ed Faye has also launched the flagship store of footwear, and Mark Ed Faye's trend toward multi category expansion has accelerated significantly.

Local children's wear brands, especially JNBY by JNBY, Me&City Kids, Mini Peace and other "rich two generation" children's clothing began to enter the shopping list of young mothers.

From the industry point of view, children's clothing has also become the leading force in the upgrading of China's garment industry.

The local children's wear brands, especially JNBY by JNBY, Me&City Kids, Mini Peace and other "rich two generation" children's clothing began to enter the shopping list of young mothers.

From the industry point of view, children's clothing has also become the leading force in the upgrading of China's garment industry.

So, what is the survival status of the international brand children's clothing that looks dominant in the local children's clothing brand?

Adult design

Now tide daddy tide mother knows Nike "caterpillar shoe", Zara's girl's pantyhose, UNIQLO's pure cotton jeans and so on, these single items have been bought by the consumer to become the "burst money".

As we all know, young mothers are the main consumers of children's clothing.

Just as their own definition of fashion will deviate from that of the previous generation, their children should wear different ideas.

A global children's wear market survey released by consulting firm Technavio in April this year shows that people spend more and more money on children's clothing, and these needs not only stay at the comfort level, but consumers demand more children's clothing than before. One of the most notable manifestations is that adults like to buy children's diminished adult dress.

Many mothers tend to tailor fashion, beautiful colors and no cartoon designs when choosing children's clothes.

Because Internet information and the demonstration effect of star children all play a role in these young parents.

In addition to the above reasons, the reporter believes that there is still a little "merit" -- the popularity of international brands.

These companies are excellent in products, marketing and channels, especially in the most competitive cities.

International brand children's wear is the pioneer of fast fashion. It entered the children's clothing market in China very early.

Take Zara and Gap as examples, the designs of these European and American brands are mainly based on simplicity and generosity.

Now it seems that the international brand's many years of cultivation in the Chinese market not only occupy the market share, but also more like a "nurturing plan" - to cultivate consumers' acceptance, habit and love this style, and children's clothing product series is no exception.

This summer, UNIQLO extended Lego's UT series to the children's wear line. And since the autumn of 2014, UNIQLO has increased the style of children's clothing by 50%.

GAP is even more daring in the field of children's wear. Last year it launched a joint venture with the American talk show "Alan show" host Alan (Ellen DeGeneres), "GapKids x ED".

Benefit from China's huge market

GAP is one of the biggest beneficiaries of China's children's clothing consumption pformation.

The company entered the Chinese market in 2010. Although its adult clothing is facing great challenges in the global market, the children's wear business segment has performed quite well, so that the GAP Tmall store opened in 2014, and the belonged category was divided under the category of children's clothing.

"Data show that children's clothing products grow fastest in the GAP product line.

We believe that entering this particular category will help us build brand awareness and awareness.

Gap Abinta Malik, senior vice president and general manager of the Greater China region, has used data to emphasize the strategic importance of children's clothing for GAP China: China is the largest children's wear market in the world. In China, the number of children under 14 years old has reached 220 million, and the annual number of newborns is over 10 million.

By 2017, China's children's clothing market will reach 150 billion yuan.

According to the world clothing and shoe net, Gap's share of Chinese children's clothing market increased from 0.1% in 2010 to 0.6% in 2014, and the market share in 2014 ranked seventh. It is also the only fast fashion brand entering the top 10 of China's children's wear market.

At Gap headquarters in New York, we have a specialized children's wear and baby clothes team. We design new products according to the latest fashion trend in the month.

"We see that young parents are getting more and more sophisticated about fashion.

Not only the quality and safety requirements have been raised, but also the unique and fashionable design.

Abinta Malik said.

Market segmentation

Although the international brand is leading the popularity of children's clothing for small adults, it is not easy for producers to use the design of adult clothing.

Because the structure of children's clothing is totally different from that of adult clothing, the details are different because of safety considerations.

"The same price of 1000 yuan, compared with adult clothing, children's clothing customer level is higher."

"Sarabanda is targeting parents who have a monthly income of more than 50 thousand yuan," said, head of China's children's clothing brand.

It is reported that the brand has opened 2 stores in China.

In many industries, big coffee acquiescence a rule, so long as there are no six or seven mature brands in the children's clothing industry, new brands will have opportunities.

Therefore, more international children's wear brands such as Sarabanda are constantly entering the Chinese market.

At the same time, along with the rapid development of local brands, the competition pattern of children's clothing market is becoming more and more obvious.

Fierce market competition and multi-level consumption ability and consumption concept will produce different differentiated markets. Only by continuously providing products with market competitiveness can enterprises meet the needs of different consumers.

Therefore, the fine differentiation of children's wear products is the inevitable trend of the development of the industry, and the market will also enter into a time of fine differentiation.

More interesting reports, please pay attention to the world clothing shoes and hats net.