Children'S Clothing Market Will Become The Last Blue Ocean Of Garment Industry.

According to the world clothing shoes and hats net, at present,

More and more attention has been paid to the comfort, health and safety of product consumption.

Because of the particularity of its wearing objects, the quality of products has become the focus of widespread concern in the whole society.

Children's clothing is divided into age groups, including baby clothes, children's clothing, children's clothing, Chinese children's clothing and children's clothing.

It also includes school uniforms and garden clothes in primary and secondary schools.

Our children's wear is later than

Other categories, such as women's wear, started in the middle of 1990s, and are now in the stage of rapid growth.

According to the statistics and calculations of the China clothing association, there are more than 10000 children's wear enterprises in China, with an annual output of about 5 billion pieces and a market scale of over 150 billion.

In recent years, with the gradual opening of the second child policy, it is estimated that an annual increase of 1 million 500 thousand newborns.

At the same time, the brand awareness of parents of "post-80s" and "90s" increased, and the styles and quality requirements of children's wear products were higher.

Coupled with the continuous improvement of family income, people are more willing to invest in their children. Parents spend about 30%~40% of their total expenditure on their children, of which only 20% of clothing consumption accounts for one.

According to the China National Business Information Center, the average unit price of children's clothing increased by 19.4% from 2011 to 2015, and the annual average growth rate was 4.5%.

With the growth of children, the upgrading of consumption concept and the increase of children's clothing prices, the market of children's wear has been expanding. The children's clothing market has been praised as the last blue ocean of the clothing industry.

"2017 infant and children clothing consumption safety situation survey report" shows that the buying frequency of the top three consumers in the large and medium-sized urban consumer groups is: the exclusive stores, mother and infant stores, network platforms and department store counters, which reach 71.22%, 46.35% and 45.08% respectively. From this, we can see that at present, the shop in the second tier cities is still the main shopping place for consumers to choose, and the children's clothing market will soon become the new battlefield of the traditional retail brand.

Ann fashion: Marching overseas

Yesterday, an honest fashion director, Tan Cai Cai, said: "from women's clothing to men's clothing, intensive farming for 7 years.

It takes time to cultivate brands, and both endogenous and extensive mergers and acquisitions will take into account.

For example, children's wear brand plans to cooperate with overseas brands, the opportunity is ripe for reverse takeover.

According to Tan Cainian, Ann is always expanding product categories, and this year we need to expand the brand of children's clothing.

It can be seen that the development of children's clothing brand and the opportunity to enter the overseas market, the positive fashion is implementing its differentiated and complementary multi brand operation as the path, through the extension strategy of product line and brand line.

To create a fashion industry group, the positive fashion shows that we must take the road of internationalization.

We should expand the overseas market with children's wear brand and adopt the "go global" strategy in the management of children's clothing brand.

Hai Lan's home: to open thousands of children's wear shops

In December 2017, the children's clothes were put on the side of the "love rabbit" dress. The main force covered the 3-12 year old urban fashion children with 90-160cm height.

The brand is divided into three series: mass leisure, urban fashion and commuter college, which fully cover children's wear demand.

The pricing of brand names is slightly lower than that of balabbara, and other domestic children's wear brands, similar to those of ZARAKIDS.

From the point of view of channels, as of November 2017, there were 48 children's wear stores in the first phase of the brand, and the power of development was strong.

There are a large number of existing stores in the "love rabbit" brand, and the women in the positioning age range are covered by young mothers.

The children's wear series is expected to expand rapidly based on the scale of existing women's clothing stores, through the development of stores and parallel stores. It is expected that 1000 children's clothing stores will be opened by 2022.

Anta: betting on high-end children's wear market

Anta has put the children's clothing brand Xiao Xiao's income pocket, betting on the high-end children's wear market again, and constantly improving the market of children's clothing. The total volume of Anta children last year was close to 2 billion yuan, accounting for nearly 15% of Anta's 13 billion 350 million yuan annual revenue. As of last June, Anta's independent children's wear shop increased to 2100.

XTEP: cautiously expanding children's clothing business

By the end of 2017, XTEP had 250 children's shops, and its revenue contribution was very small.

XTEP has attributed the decline in its performance to the adjustment of children's clothing business.

XTEP said that the number of children's clothing stores will increase from 250 to 400 this year, and it is optimistic that the sales of children's clothing business will increase by 50%.

XTEP can be described as "children's clothing, children's wear", poor performance, children's clothing business, good performance, children's clothing business is high hopes.

The traditional clothing retail brand enters the market, the children's clothing market is busy and busy. If you want to root well, it's not easy. With the invasion of foreign brands and the competition of local brands, the threshold and cost of children's wear industry are constantly improving. Therefore, the competitive ability of XTEP, which is positioned as a sports brand, is very weak in the children's wear industry.

Children's clothing market such as ADI, Nike, such "strong" forest, domestic sports child clothing brand if want to highlight the siege still need to practice the competitive ability.

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Semir: confirm your eyes with the strong

In March of this year, Zhejiang Semir apparel Limited by Share Ltd (hereinafter referred to as Semir) announced the long-term strategic cooperation with THE CHILDREN 'S PLACE, the most professional children's clothing brand in North America. Semir will develop and operate THE CHILDREN S PLACE business in Greater China through direct channels, retailers and e-commerce channels.

Semir and the strong reached a deep synergy and cooperation strategy, to expand Semir children's business, consolidate and strengthen Semir's leading position in China's children's wear industry will play a strong role.

Ann: we plan to shop a large number of shopping centers.

In June 1st last year, he launched a massive expansion of shopping centers in the capital market.

It is understood that as of November 2017, the number of shops has exceeded 1420, the direct battalion accounted for about 2/3, and accounted for about 1/3, of which 160 were direct shopping center stores.

For his own sales expectations in the children's clothing market, he said he expects 2018 sales to exceed $1 billion for the first time and add 295 stores in the next three years.

Domestic brands "highlight tight encirclement" when refusing to imitate

China's consumer market has always been a battleground for the military. Therefore, many traditional clothing enterprises have made great efforts to tap the market of the industry by means of pformation, layout and acquisition.

According to statistics from relevant authoritative organizations, the scale of children's wear market in 2018 is expected to reach 194 billion 100 million yuan. At present, the children's clothing industry in China is in the growth period of the industrial life cycle. The traditional Chinese retail clothing enterprises are not strong enough to make efforts in the field of children's clothing, and there is a certain gap between product design, brand promotion and other international brands such as ADI Nike. If the domestic children's wear brand still walks on the road of imitation plagiarism, then the "tight encirclement" period can not be expected.

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