Children'S Clothing Is Bound To Fire: Hai Lan'S Home To Open 1000 Stores, To Be "Children'S Wardrobe".

　　 Hai Lan's home Limited by Share Ltd, multi category development road continues to speed up. Recently, the official WeChat public of Hai Lan home has published 2017 brand memorabilia for the first time, among which the children of AI Ju rabbit dress are the children. Clothes & Accessories The brand, KIDS, is especially attractive.

AI Ju rabbit KIDS Department of Hai Lan home in December 2017 to match. Love rabbit dress Introduction Children's wear Sub card, the main coverage of the 3-12 year old, 90-160cm tall urban fashion children, brand subdivision of mass leisure, urban fashion, commuter college three series, to fully cover children's clothing needs. The pricing of brand names is slightly lower than that of balabbara, and other domestic children's wear brands, similar to those of ZARAKIDS.

It is reported that Taiping bird group has independently hatched children's clothing brand MINIPEACE in 2011. In 2013, the number of stores reached 68, and entered a period of growth. In 2016, the income of Taiping bird children's clothing reached 520 million, the market share of the brand reached 0.6%, and the sales of children's clothing ranked twelfth.

Wang Liping, an analyst at Shen Wan Hongyuan, predicts that the compound income growth rate of KIDS can reach 66% in five years. The analysis shows that the existing channel system of the love rabbit can expand the channel of children's clothing business. Data show that as of November 2017, the first phase children's clothing store of AI Ju rabbit opened to 48 stores, and the driving force 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 on the basis of the existing women's clothing store scale, through the development of the shop store and parallel store. It is expected that 1000 children's stores will be opened by 2022. In terms of store efficiency, the area and brand positioning of children's wear shops are close to the brand of Taiping bird children's clothing, and the average store effect is close to the stable development of the brand. Referring to the growth rate of store efficiency and the stable average store efficiency since the establishment of MINIPEACE, the KIDS of AI Ju rabbit has been stable to 90-100 yuan / store since 19.

In terms of the layout of children's clothing, Hai Lan's home announced in October 10, 2017 that a wholly owned subsidiary, Hai Lan investment, invested 44% yuan in Ying Shi baby with its own capital of 660 million yuan. After the completion of the acquisition, the company will become the second largest shareholder of Ying Shi baby, the target company. Ying Shi baby is a design, research and development, sales of high quality baby products and agents at home and abroad. The famous mother and infant brand is a professional company. Ying's baby has its own brand "YEEHOO Ying Shi" and "PEEKABOO pickup bubble". At the same time, it also acts as a British baby stroller and home brand "SILVERCROSS Silver Cross Baby", a famous British baby baby product brand "Avent AVENT", Norway high quality baby products and furniture brand "STOKKE Scarlett" and so on.

Benefit from the "two child" policy, the consumption structure upgrading and other multiple dividends, China's baby clothing industry boom is higher than other clothing subdivision industry, to maintain a relatively fast growth, according to Euromonitor forecast, 2016 Chinese children's clothing market The scale is about 145 billion yuan, an increase of about 6.5%, and the compound growth rate of 2016-2020 years is about 9%. In recent years, the market share of baby clothing has been increasing year by year. According to Euromonitor data, CR10 increased from 7.8% in 2010 to 12.2% in 2016. But there is still much room for improvement compared with the level of the top ten brands of 37%/23% in the US and UK.

In 2017, Hai Lan's home invested 660 million yuan. It has become the second largest shareholder of Ying Ying baby, which integrates design, research and development, sales of high quality baby products, and many well-known brands of mother and baby products at home and abroad. stay Hai Lan's home It seems that under the influence of the "comprehensive two child" policy, the infant consumption market space and development potential are enormous.

You know, at present, the whole baby industry in China is showing explosive growth. In 2017, it was also known as the "first year of the children's clothing market". It also wants to take this opportunity to seize the consumption demand of young parents for high-end products in the environment of "consumption upgrading" and "Internet +", and grasp the growth opportunities of infant market and increase the new profit growth point.

In the past two years, influenced by the environmental protection and limited production such as upstream yarn and dyeing, the domestic and foreign trade market of garment fabrics has become increasingly difficult. Moreover, the growth space of the Chinese adult clothing market is shrinking due to the gradual maturity of the market. Clothing fabric industry Facing such problems as finished product inventory backlog, low supply management and slow market reaction.

In the market of slow growth of domestic sales and foreign trade, a black horse has been killed. Children's wear 。 Since 2016, with the "two child" policy landing, the number of new born babies in China and the number of 0-14 year olds will continue to grow rapidly, which will stimulate new consumption demand. According to the analysis of the industry, children's clothing industry has no absolute leading brand at present, and the market potential is huge. As competition intensifies, it will enter a period of rapid development, and the new industrial outlet has arrived.