The Major Clothing Enterprises Have Improved The Market Of Children'S Wear.

In 2017, it was called "the industry".

The first year of market explosion.

According to the world clothing shoes and hats net, in June this year, the Limited by Share Ltd in Shenzhen was successfully listed on Shenzhen Stock Exchange and became the "first pack of children's wear" on the A share market.

In addition to accelerating the capitalization of professional children's clothing brands to expand the market share, other clothing brands have also entered the office, including fast fashion H&M, Gap, UNIQLO, ZARA; local clothing brands.

Taiping bird; domestic sports brand Anta, Lining, XTEP, 31st degree; even luxury brand GUCCI, Dior, Fendi and so on also eyed this market early.

In October 20th,

Sports announced in the official website that its wholly owned Affiliated Companies has completed its 100% interest in acquiring KingKow, including trademarks.

The research report released by the foresight Industry Research Institute pointed out that the scale of children's wear market in China has been expanding in recent years, and the sales of children's clothing in China in 2016 is about 145 billion yuan.

It is estimated that the size of children's clothing market is expected to exceed 160 billion yuan in 2017, and the growth rate will further improve.

Before the competition of children's clothing market has not yet been stable, horizontal mergers and acquisitions constitute a shortcut for the rapid growth of enterprises.

Perfect segmentation market

It is reported that KingKow was founded in 1998. It is a high-end brand of children's clothing. It specializes in designing and selling 0-14 year old baby clothes. As of the end of September this year, there are 81 stores in mainland China, Hongkong, Taiwan and the United States.

Ding Shizhong, chairman and chief executive of Anta sports, said, "after the Chinese government announced the implementation of the" two child policy ", it is widely expected that the growth of children's shoes and clothing market will accelerate, so we are optimistic about the development potential of children's clothing.

As a sports brand, Anta sports is no longer the "outsider" of children's clothing market.

As early as January 2008, Anta started the Ministry of children's business and became the first domestic sporting goods brand in the market for child wear test.

At the same time, Anta's children's brand "Anta children" was founded, mainly targeting the 0-14 year old baby's mass market, children's independent stores are mainly located in China's two or three tier cities.

Unexpectedly, Anta children's clothing has gradually grown into an important driving force for the growth of Anta group.

After the success of the test, Anta has intensified efforts to open up the high-end market for baby.

In 2015, Anta launched the FILA KIDS, a children's clothing brand located in the high-end market.

According to Anta's earnings report, Anta retail sales of children's products increased by more than 30% in the first quarter of 2017.

As of June this year, Anta's independent children's wear shops increased to more than 2100, compared with 228 in 2009, nearly 10 times.

"This acquisition will not only help our group strengthen its influence in the children's market, but also deepen our group's multi brand strategy for children's market."

Ding Shizhong, chairman and chief executive of Anta sports, said.

Anta will wear children's clothing brand Xiao Xiao's income pocket, the purpose is to strengthen the business ability of high-end children's clothing, and constantly improve the children's clothing market segments.

"In the retail market, it was an era of birds of a feather flock together."

Du Fenglin, deputy chief of the Internet + capital strategy research group of Peking University and chief analyst of the pregnant and infant industry, pointed out to reporters that "the original brand, products need only be classified according to category. Now we have to design around the target group.

In the face of subdivided personalization or stratification, enterprises should pay attention to it.

Tempting cake

In addition to Anta, other local sports brands are also coming in.

2016 in the second half of the year, Lining brand redesigned the original children's clothing "Lining KIDS", set up an independent children's wear department, and launched a brand new "Lining YOUNG".

The new brand will be launched in January 1, 2018. It is estimated that the number of shops will be around 500 next year.

In October this year, the sports brand announced that the order value of children's clothing increased by nearly 25% in the second quarter of 2018.

"Children's clothing opportunities are very large. They should also maintain long-term double growth and help the group grow stronger and bigger."

"One hundred and thirty one degree president Ding Wu said earlier in a media interview.

In the industry environment where apparel retailing growth is slowing down, children's clothing business has become a "meritorious service" for the major apparel companies.

In the first half of this year, Semir group's children's clothing brand Barbara's revenue was 2 billion 247 million yuan, accounting for 50.68% of Semir's total revenue, an increase of 24.97% over the same period last year. During the same period, the brand JNBY by JNBY of Jiangnan Buyi's children's clothing brand was 294 million yuan, accounting for 12.6% of the total income of Jiangnan cloth clothing, up 44.8% compared to the same period last year. The Mini peace children's wear of Taiping bird group also achieved a revenue of 281 million yuan, an increase of 49.81% over the same period last year and a gross profit of 159 million yuan, an increase of 49.41% over the same period last year.

The research report released by the foresight industry research institute points out that the 80 and 90's groups are the main fertility groups, and are influenced by the concept of eugenics and prenatal education. The consumption level of children's wear market is constantly improving, and the children's clothing industry is further expanding.

Under the combined action of "comprehensive two child" policy, consumption level upgrading and capital boost, it is estimated that by 2020, the size of children's clothing market in China is expected to exceed 200 billion yuan, and the growth space will be huge.

The tempting cake attracted many dieters.

According to the survey report of 2016CBME China pregnant baby consumer market, 40.4% of pregnant and infant children retailers have developed or planned to develop children's wear own brand, an increase of 2.4% compared to 2015, and become the second largest category of current sales of stores.

Li Youhuan, director of the Guangdong Provincial Social Sciences comprehensive research and development center, told reporters that since the baby industry entered the industry in 2010, it has also entered the mature stage of the industry.

Nowadays, infant industry competition is more intense, chain is more obvious, the market scale is gradually formed, and the acquisition and merger behavior between enterprises has increased, forming more and more large-scale chain baby products enterprises.

{page_break}

Tighten up supervision

The research indicates that the baby market is still in the stage of product introduction and rapid development, and the middle end products are the mainstream, and the overall concentration of the industry is low.

"Domestic baby products industry is still in a relatively decentralized pattern, and some brands have performed well in the region, but there has not been a strong brand nationwide."

Du Fenglin said.

However, with the development of many mature retail chains, the situation that foreign manufacturers occupy a major share in the high-end market is slowly reversing.

However, it is not easy for traditional clothing retail brands to step into the baby market.

Because the baby's skin is more sensitive and its physical development is not perfect, the inspection standard of baby clothing is totally different from that of adults. If we continue to use the standard of adult dress to produce baby clothes, there will be many hidden dangers.

In recent years, government departments have tightened their supervision over baby clothing.

Since June 1, 2016, China's first mandatory standard for infants and children's textile products GB 31701-2015 "infant and children's textile products safety technical specification" was formally implemented.

According to the relevant provisions of the state, labels for children's clothing should include elements such as trademarks, Chinese factory names, commodity names, commodity quality grades, safety technology categories, formaldehyde content, color fastness and so on.

Last year, the State Administration of quality supervision, inspection and quarantine and the provinces and municipalities showed 2016 children's clothing Commodity special quality supervision and spot check results, and many brands were hung on the black list of unqualified batches.

Du Fenglin pointed out that "with the increasing standardization and perfection of the industry, the threshold will be raised accordingly.

At the same time, influenced by the upgrading of consumption, many enterprises gradually have the awareness of brand, and strive to be high-end from the overall positioning of products.

Relatively weak and disorderly enterprises will gradually be eliminated, and the whole industry will shuffle.

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