Interpretation Of The Layout Of Children'S Clothing Or The "Two Child" Bonus "Dongfeng"

According to the world clothing shoes and hats net, recent

The market is showing "not calm".

Recently, Anta group, the sports apparel brand, announced the acquisition of 100% stake in KingKow, the brand name of children's clothing brand, and the ownership of trademarks, and vigorously increased its own children's clothing business.

And the same goes for sports brand Lining and 361 degree, men's wear brand Hai Lan's home.

Brand H&M, UNIQLO and so on, have been benefiting from children's clothing business or overweight.

In this regard, the industry believes that children's clothing industry is generally optimistic about the various clothing brands, and "

"It will be a long-term bonus for the industry.

Phenomenon many clothing brand overweight children's clothing business

According to public information, the "Xiao Xiao Niu" purchased by Anta group is a high-end and famous brand of children's clothing. It specializes in designing and selling children's clothing and accessories from 0 to 14 years old. It has 80 stores in mainland China, Hongkong and Taiwan, and Anta acquired 100% equity and trademark ownership of the company.

For the specific amount and future layout of the acquisition, Nandu reporters tried to contact Anta, but failed to get Anta's comment on the matter before the press release.

However, Ding Shizhong, chairman and chief executive of Anta sports, said in some media that it would "deepen the development potential of children's clothing, and deepen the group's multi brand strategy for children's market". According to Anta sports quarterly report this year, the sales of children's products increased by more than 30%, while the company's annual report showed that as of June this year, Anta's independent children's clothing stores increased to more than 2100.

Similarly, the sports clothing brands that also favor or benefit from children's wear are not just Anta's.

According to Nandu reporters, since the second half of last year, after replanning the original brand of children's clothing, Lining decided to set up an independent children's wear division to launch "Lining YOUNG". The company said it will operate "Lining YOUNG" independently next year, and integrate the stores into 800 stores. The other 361 brands of external brands will make profits on the children's wear brands. According to the semi annual report of the company, the children's clothing business contributed 11% of the total revenue in the first half of this year, and the number of sales outlets reached 1791.

For the big cake of children's wear, apart from sports brand, some men's clothing and fast fashion brands are gradually coming into the game.

In October 9th, the men's clothing chain brand Hai Lan home, with its own capital of 660 million yuan, won 44.0039% stake in Ying Shi Baby Products Co., Ltd., and strives to make efforts in this field. Besides, fashion brand H&M, UNIQLO and ZARA's children's clothing business are also making efforts.

Interpretation of the layout of children's clothing or the "two child" bonus "Dongfeng"

The industry believes that this year is the first year of the outbreak of children's clothing market, and the market size will exceed 150 billion.

According to China industrial information network, from 2013 to 2016, the growth rate of children's clothing market in China was 7.60%, much higher than that of men's clothing (4.25%) and women's clothing (6 .14%). In 2016, the scale of the market reached 1450 .11 billion yuan.

According to the industry data, the size of children's clothing market in China will exceed 200 billion in 2020, and the information consulting firm Roland Begg is more optimistic about the data of children's clothing. It is estimated that by 2020, the size of children's clothing market in China will exceed 280 billion yuan. Although the future prospects are different, the above statistical agencies are optimistic about the development of children's wear.

For the rapid growth of children's clothing market size, the industry believes that it is related to the dividend brought by the policy.

Liu Yueping, executive chairman of Guangdong clothing and apparel industry association, told reporters in Nandu that at present, some clothing brands across the border area of children's clothing are more related to the "two child" policy, and this bonus is long-term. In terms of the existing policies and industry development potential, it is indeed a bonus period for clothing brands or cross-border children's wear.

According to the data released by the National Bureau of statistics this year, after the opening of the "two child" policy, 17 million 860 thousand people were born last year, an increase of 1 million 310 thousand over the previous year, while Yang Wenzhuang, director of the grass roots guidance division of the national planning and health Planning Commission, said in public that nearly 17 million people were born in 2020. The annual population growth rate will be over 3 million because of the policy factor.

Some people in the industry believe that the strategy of adult plate channel is not completely consistent with the strategy of the children's plate. At the same time, the brand "cross border" children's clothing of the main business of non children's clothing may also have the "decoupling" between the brand and the children's clothing business. Many factors may cause the relevant enterprises to "disobey the water and soil".

In this regard, Liu Yueping maintained an optimistic attitude. He believed that brand entry into the field of children's wear is a strategic layout and preparation, including "the link between brand and children's clothing".

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