Why Do Fast Fashion Industries Choose Children'S Clothing Market In China?

According to the world clothing shoes and hats net, the Internet era is full of Internet thinking, and Internet thinking has once hit the pace of the growth of Chinese domestic garment enterprises.

And once occupied the country.

The ten largest market

The brand is also out of favor, no longer shining.

Decline in performance, closet closure, inventory backlog, increased competition,

The situation of homogenization tends to be serious. The fast fashion brand players who are in trouble want to maintain their advantages and positions in the domestic market, which means that they are faced with the choice of identifying countermeasures and accelerating pformation.

Since international fast fashion brands have entered China, increasing the number of stores has been a way of revenue growth, and its pace has slowed down recently.

Last year, the fast fashion brand H&M, which had never contacted the online business platform, chose to cooperate with Tmall. It has been difficult to make profits by relying solely on offline stores. In fact, the fast fashion brands such as UNIQLO and ZARA have already opened the way of online business platform.

Only online and offline double channels did not seem to reduce the impact of fast fashion industry.

Recently, the action of opening up children's clothing market by various fast fashion brands has entered the industry again.

According to billion euro understanding, Holland fast fashion brand C&A has set up children's clothing market in the near future, and has opened a children's clothing store in the Chinese market. It is located in Kade square, Xin Nan, Chengdu high tech Zone. In addition, in order to further publicize the opening of new stores, C&A has opened a flash store in its store area and has gone through a 11 day exhibition from February 1st to February 11th.

In August last year, the fast fashion brand ZARA opened an independent retail store for children in the UK. In September last year, GAP opened its first independent children's clothing store in mainland China in West Lake Yintai.

What makes these players enter the children's clothing market? Why do they choose the Chinese market? Their layout ambition is so great. What are the conditions for the children's clothing market in China to give them?

First, the real economy is revitalized again.

In 2017, we talked about the integration of new retail online and offline. This also gave the offline business the opportunity to get out of the cold winter. Last year, the Ministry of commerce also said that the integration of online and offline development would drive the real business to become more and more viable, as more and more entities began to embrace the Internet and embrace the online business, including traditional business super companies.

Clothing enterprises are no exception, for example, Hai Lan's home has been working with Tmall, Jingdong and Tencent respectively. Perhaps as a large listed clothing enterprise, it can cooperate with each electricity supplier giant.

For the fast fashion brands who have been concentrating on offline stores, the recovery of the real economy is certainly not a good stepping stone.

The fast fashion brand C&A responsible person said last year that C&A will sink the channel to the two or three tier cities on the one hand, and increase the sales of children's clothing market on the other side, especially the establishment of independent children's clothing stores.

From this point of view, offline stores are still the focus of their efforts, and this is also in line with the current trend of development, the choice of force children's clothing market is the main direction of choice.

2017 children and children clothing consumer safety survey respondents mainly choose in large and medium-sized cities, the report shows that the choice of shopping channels for children's clothing, stores, mother and baby shop, network platform and department store counters are the highest frequency of buying three places, reaching 71.22%, 46.35% and 45.08% respectively, which reflects to a certain extent, at least in the second tier cities of children's clothing line offline shop is also the main choice.

Two, China's children's clothing market has great potential.

China's children's wear industry has entered a period of rapid development. With the introduction of the "two child" policy, the number of newborn babies in China has opened up a high speed growth mode. The consumption capacity of the main target customers in children's wear market is also constantly upgrading. Meanwhile, the proportion of 80 to 90 percent of the children in the children's group is constantly improving.

According to relevant data, the number of newborns in the future will be between 1780-1950 000 people, and the total number of children will remain between 2.2-2.5 billion. This also means that the number of children is increasing year by year. With the increase of consumption level, the energy consumption of the consumer groups in the children's wear market is improving, parents are willing to bring high quality life to their children, and they escort the quality of their children's life, thus promoting the consumption demand of children's clothing.

According to statistics, the size of children's clothing market in China reached 137 billion 200 million in 2015. With the opening of the second child policy and the upgrading of consumption, the market size of 2017 was expected to exceed 150 billion.

According to the information provided by China industrial information network, China's children's wear market is growing. It is estimated that the market size of children's wear sales will grow evenly in the next 2012-2019 years.

According to the relevant data in 2016, compared with the developed countries such as the United States, Japan and the United Kingdom, the per capita sales of children's clothing in China are still lagging behind.

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Three, in recent years, fast fashion brands are cold, and the importance of market segmentation is highlighted.

The fast fashion brands were famous in the Chinese market, but in recent years they encountered ice cream, stores closed, performance declined, and all kinds of negative news came face to face.

For example, because of the need for debt restructuring, the fast fashion brand New Look plans to close about 10% of the shops in the UK to save 60 of the rental costs. Not long ago, C&A was sold or will be acquired; the storm of shops broke down, and Forever21 closed two stores in Tianjin and Hangzhou last year. Recently, its first domestic store has been shut down, and C&A, ZARA and H&M have been closed last year.

Therefore, it is necessary to find a suitable road to carry out the process.

The overall cold of fast fashion brands is related to domestic consumption characteristics first.

Consumers pay more attention to experience consumption. Zhang Jiangping, chairman of Taiping bird group, once said: "compared with Chinese consumers who blindly pursue western fashion trends in the past, consumers are more rational and demanding for quality. They are more friendly and tolerant to some new-born brands with high cost performance and good quality."

In addition, the emergence of social platform and electronic business platform has brought tremendous influence to consumers, so that consumers can have the opportunity to have a clear understanding of products. Therefore, consumers' cognition is increasing the stickiness of local brands with regard to domestic clothing brands which have been neglected for a long time. Local brands will also wake up and rise suddenly, and are moving towards fashion, playing branding strategy, accelerating pformation and upgrading, and expanding the market.

To sum up, the distribution of fast fashion brands in children's clothing market is not impossible. Instead, in China's huge market, the use of its brand effect and the advantages of offline stores can quickly attract customers, because the customer traffic caused by the closure of stores may not be easy to lose.

Under the circumstances, fast fashion brands dedicated to offline markets still have advantages in the recovery of the real economy.

And the fast fashion wants to restore the past style, it also takes time to test. The opening of children's clothing market may be one of them. After all, the Chinese children's wear market is indeed a fertile land.

At the same time, with the revival of the domestic garment industry, garment enterprises are heading for fashion and building up the clothing brands that meet the consumers' expectations so as to capture more "hearts and minds".

When the development of international brands in the Chinese market is sinking from the first tier cities to the two or three tier cities, the domestic garment enterprises are facing the challenges of rapid changes in consumption, retail channel changes, the rise of Internet consumption, and the intensification of global competition.

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