The "Big Cake" Of Children'S Wear Market Has Become A Battleground For The Brand.

According to the world clothing shoes and hats net,

The "big cake" of the market is recognized by the industry.

And international clothing brands also accelerated the pace of beheading the Chinese market.

In adult clothing

Under the background of becoming saturated, the growth of children's wear market has become a highlight of the clothing industry and become a "battleground" for the brand.

Children's clothing revenue increased substantially

In August 28th, Semir released its first half performance report, which showed that Semir's clothing revenue reached 4 billion 433 million yuan in the first half of the year, of which the sales income of children's clothing in the first half of 2017 was 2 billion 246 million yuan, accounting for 50.68% of business revenue, up 24.97% over the same period last year.

In addition, the first share of A share children's clothing was 484 million yuan in the first half of the year, an increase of 11.65% compared with the same period last year. In the first half of 2017, the income of children's clothing in Taiping County reached 280 million yuan, an increase of 49.81% over the same period last year. The sales of Anta, Lining and 361 degree sports children's clothing also increased.

As the parent company of balbala, the largest market share of children's clothing brands in China, Semir has invested more and more in children's clothing sector in recent years.

According to its annual report, the operating cost of Semir children's clothing in 2016 was 2 billion 857 million yuan, an increase of 22.7% over the same period last year, accounting for 43.45% of the 2016 annual operating costs, while this figure was only 39.51% in 2015.

The Secretariat of Guangdong clothing and Apparel Industry Association told reporters that the growth rate of children's clothing was accelerated in recent years, mainly due to the upgrading of consumption and the second child policy. With the dynamic growth of social population, the improvement of people's consumption ability and the maturity of brand concept, children's clothing market has great potential, and the domestic children's wear market has begun to show a variety of characteristics.

In this "not fresh" market, children's clothing business has stable attributes, and the trend of future growth will be relatively stable.

Brand speeds up market penetration

In addition to the early Semir launched the children's wear brand balbara, the power of domestic brands to force children's clothing can not be underestimated.

In 2013, the domestic designer brand JNBY launched the children's clothing brand JNBY by JNBY; in 2016, MO&CO. and Taiping bird launched little MO&Co. and Mini Peace respectively.

According to news reports, last month, Lining held the spring 2018 ordering meeting, Lining revealed that the plan will officially launch its own children's wear brand Lining YOUNG in January 1, 2018, and the number of shops is expected to be around 500 next year.

On the other hand, in the face of such a huge market, apart from domestic brands, international brands try to win a share in children's clothing business.

Adidas and Nike have stepped up the pace of the market for Chinese children's wear. Fast fashion ZARA, gap and h&m have also expanded the sales area for children's wear. Luxury brands such as Gucci, Dior, Fendi and so on have increased the children's market.

Reporter visits found that ZARA, GAP these fast fashion brand stores set up an independent children's clothing area, and larger.

Cheng Weixiong, a senior observer in the clothing industry, believes that with the widespread recession in the adult clothing industry, most famous brands are turning to the children's clothing market and focusing on children's clothing in the face of declining performance. We can see that more and more famous brands have their own children's clothing brands, such as Pacific bird, Anta, H&M, GAP, and so on.

In the market segmentation, how to maintain differentiation, reduce homogeneity and strengthen quality control of domestic sports brands under the competition of Nike, Adidas and other international sports brands is a key issue in front of domestic sporting goods manufacturers.

Experts: Children's clothing market will have great potential in the future.

According to the report of China Commercial Industry Research Institute, the scale of children's clothing market in China will exceed 150 billion in 2017. Under the background that adult clothing market tends to be saturated, children's clothing market will become a new growth field in the development of children's clothing industry.

What will the future trend be?

Although children's clothing is traditional industry, it is also a sunrise industry.

The industry has a large market and good growth, and it keeps growing at around 12% annually.

The escalation of consumption in children's clothing industry is obvious, the growth of clothing industry tends to be gentle, and children's clothing industry begins to accelerate.

Consumers in the three or four tier cities are also increasingly willing to choose middle and high-end children's clothing, and the future market will have greater value. "

Luo Jianfan, the founder of Parker's brand.

Min Guangya, a clothing retail expert, believes that the children's clothing industry is entering a period of rapid development, and the competition will intensify.

The brand awareness of the whole industry has been strengthened, and a large number of branding enterprises will emerge, which will produce a number of absolute leading brands, and the distance between these brands and ordinary brands will become larger and larger.

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