Luxury Brands, Fast Fashion And Sports Brands Have Entered The Children'S Wear Market.

According to the understanding of the world clothing and shoes and hat net, in the adult clothing market gradually saturated today, 2017 has been known as the "first year of the children's wear market".

Data show that in 2017, China

The scale will exceed 150 billion yuan.

Regardless of the luxury goods giant LV, the domestic sports brand Anta and Lining are fast fashion H&M, Gap, UNIQLO and ZARA; regardless of the clothing brand Jiangnan cloth, Taiping bird, or professional children's wear brand, such as angel, Ji Jile, etc., the major brands are stepping up their efforts to layout children's clothing market.

Wu Qinghu, chairman of Jiyue children's clothing, believes that although the current market of textile and garment industry is not very good, there are still many opportunities. Especially for Ji Yue, which has been implementing "zero inventory" fast fashion brand in the past five years, it is already one step ahead of other children's wear brands. "There are few brands of fast fashion children's brands that domestic brands can achieve five years' profits."

Because of the success and experience of successful models, there are also successful experiences of domestic children's wear brand testing water integration stores such as barabbala. It is understood that Ji Ji Yue is preparing to launch its integrated concept store, including children's shoes, schoolbags, school uniforms, bra and other children's products. "This category will continue to enrich according to the needs of development and the needs of the market."

Like Barbara, there are toys, books, kettles and other related products and even children's amusement parks in the integrated store, which further strengthens the sense of experience of the offline shop as a consumption center.

And reporters in Quanzhou's shopping malls also see that many children's clothing counters of Anta children have basically appeared in the form of a collection store. Consumers can not only buy children's clothing, but also buy bags, hats, children's shoes and so on.

In this regard, Chen Jiang, the person in charge of integrated brand ROOKIE, also believes that since entering the Chinese market in 2012, the ROOKIE integrated store has undergone significant changes in online service content. It has changed the "sales" to "experience". Especially after the two groups of 80 and 90 became the main consumer groups, besides providing 0 years old -14 years old children's clothing, children's shoes and accessories, ROOKIE also added trampoline basketball interactive area and rest area to provide a comfortable rest area for parents and children. "As long as parents and children can enjoy the pleasure of shopping, what elements can be added."

Sports brand overweight children's clothing industry

The industry pointed out that children's clothing industry has become the racecourse of the major clothing brands.

According to insiders, in 2016, the total sales volume of Anta children (including e-commerce sales) was close to 2 billion yuan, accounting for nearly 15% of Anta's total revenue. The sales of domestic children's wear brand balbala in 2016 exceeded 5 billion yuan.

What needs to be pointed out is that at present, although Barbara is an industry leader, its occupancy rate in children's wear industry is only 3.6%, while the market share of Anta, 361 degree and even Adidas in children's clothing market is less than 1%. Therefore, children's clothing industry is still an industry with a low market concentration.

To this end, the major brands have stepped up the field of children's clothing.

In August 19th, Anta children released a new cooperation with Hello Kitty, and Anta children's wear broke the strategy of boys, and fought again in the girl market with great potential.

Anta's ANTA KIDS, launched in 2008, has grown to more than 2100 independent children's wear stores after 9 years of development.

361 degree brand children's clothing 2018 spring orders also reached double-digit growth, since the first quarter of 2015, 13 consecutive quarters of improvement, children's clothing business is currently 361 degrees independent operation.

"Children's clothing opportunities are very large. They should also maintain long-term double growth. They are also a plate to help the group grow stronger and bigger," said the 361 degree president, Ding Wu.

Li Ning Co revealed that it will launch its own children's wear brand Lining YOUNG in January 1, 2018. It is estimated that the number of shops will be around 500 next year, and more than 60% shops will be distributed in two or three line cities.

The situation of children's wear will continue.

Not only sports brands covet children's clothing industry, but this year, children's clothing business revenue growth is obvious, high-end high-end women's clothing performance signs of warming.

It is reported that in the first half of this year, the revenue of Taiping bird children's clothing increased by 49.81% over the same period last year. The Jiangnan cloth children's clothing series first appeared in the form of a separate counter in 2013. In the second half of 2016, the children's clothing of Jiangnan Buyi children increased by nearly 60%, far exceeding men's wear and women's clothing.

In 2017, the two oldest children's clothing enterprises landed on the capital market.

ABC KIDS landed on the Shanghai Stock Exchange in August 18th this year, and it successfully landed on A shares. There is no doubt that it has brought a lot of pressure to children's shoes and clothing enterprises.

The first half of the "A - share children's clothing" was 11.65% growth in the first half of the year.

As of June 30, 2017, he set up 1417 offline stores throughout the country.

Not only that, luxury brands are also moving closer to the children's wear market.

It is understood that at present, Givenchy (Givenchy, French clothing brand) has launched a series of children's wear, Dior (Dior, French fashion brand) tries children's jewelry, and LV also designs a series of children's stationery.

Fast fashion brands H&M, Gap, UNIQLO, ZARA and so on this autumn also launched a new product, of which H&M launched a series of different styles of campus costumes, fast fashion brands in the Chinese children's wear market also has strong competitiveness.

Adidas and Nike introduced the children's wear series into the Chinese market in 2001 and 2002 respectively.

In 2012, "good kids" became the biggest agent of Nike's global children's products. Its partners include Adidas, Puma and Cage.

In this regard, the industry admits that in the near future, children's clothing industry is still a field of treasure, because in the next 15 years, the domestic children's wear market has a stable number of consumer groups, the outlook is quite optimistic.

However, whether the enterprises can dig their own pot of gold in this field depends on how they borrow and how to do it, because the future children's clothing market is another red sea market after the traditional clothing brand, which can be called "danger" and "machine" coexist.

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