Who Can Shake This 100 Billion Class Market In The Shuffle Period Of Children'S Wear Industry?

After two years of implementation of the comprehensive two child policy, the number of births is not as good as expected, and the public's desire to "give birth to children" is not high. The children's wear market in China is becoming more and more lively.

With the gradual saturation of the adult market, the hearts of many clothing brands are still intact.

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Metersbonwe,

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Including many brands of clothing, through the creation of sub brands or mergers and acquisitions, etc.

Market competition.

Not long ago, CABBEEN group also announced the launch of the children's clothing brand "Cabbeen love" - regardless of luxury brands, fast fashion brands or sports brands, they have locked their eyes in the field of children's clothing, trying to seize the last piece of the market that has not been completely carved up in the industry.

The 2017-2021 year China children's wear market investment analysis and prospect forecast report released by CIC shows that the scale of Chinese children's clothing market in 2017 is 159 billion 700 million yuan, and the average compound growth rate is estimated to be 8.05% in five years (2017-2021), and the market scale will reach 217 billion 700 million yuan in 2021.

The reason is that although the desire of the baby is not high, the increase of purchasing power and consumption intention of the new generation parents is driving the rapid growth of children's wear market.

While the industry is bustling, it is a sign that variables are about to happen.

Under the diversified pattern of scrimmage, who will succeed in cutting away a big cake?

The domestic children's clothing market started a late "giant" pattern gradually

Compared with adult clothing, China's children's wear industry started late.

With the upgrading of the economic level and the change of household consumption habits, the domestic professional children's clothing began to appear in the middle of 1990s, and entered a rapid growth period in recent years.

The audience of children's clothing market is mainly 0-16 years old age group, divided into high-end, middle end and low-end market by price.

The high-end market is dominated by international brands for a long time, and there is no famous brand in China.

Most of the local professional children's clothing brands such as Anta children, Ann nears and Barbara are in the high-end market, while the low-end market is a large number of low profile brands or non brand clothing.

In 2015, with the market fever as the example, the retail sales of Chinese children's clothing were 2 billion 315 million, and the children's clothing market reached 137 billion 200 million yuan, of which the high-end children's clothing retail scale was only 14 billion 400 million yuan.

The overall product level is mainly middle and low end, and high-end demand has not been fully released.

Therefore, the market share is characterized by decentralization, and the market share and competitiveness of a single brand are limited.

The CIC consultant's report shows that the total market share of the top ten brands of children's clothing is 11.3%, while Barbara is the top, but only 3.6%.

"The high-end children's clothing industry has not yet formed a strong leading brand, and the market concentration is relatively low. The children's clothing industry has become the last piece of cake in China's clothing industry, and everyone can become the leader of the children's clothing market," the prospect Industry Research Institute analyzed in the report.

Although the market share is relatively fragmented, CITIC Securities released in May this year, "baby industry series report" mentioned that from the perspective of investment opportunities, Semir clothing, Anta children, angel and Taiping bird and other brands have appeared in the children's clothing industry signs of emergence, the future is expected to become the industry "giant."

Because of adapting to the demand of sports lifestyle, sports function and parent-child interaction, sports brand is the most natural and competitive "intruder" in this market, and is expected to cut away a big cake.

As early as 2001 and 2002, Adidas and Nike launched their children's clothing products respectively in China.

Closely followed by China's local sports brands targeting the "blue ocean", Anta children were among the first to enter the market. In 2008, it landed in Hong Kong stocks for second years, and Anta children's brand was founded and opened for the first time. It has just been 10 years.

Anta group has never announced the results of children's wear in its earnings report, but people familiar with the matter said that in 2014, the number of Anta children's stores has reached 1200, and the number of stores has increased to nearly 3000 from 2018 to now.

Anta children have the advantage of pioneers, the first to establish a database of children's sports, and to grasp the leading technology of children's sports equipment research and development.

At the same time, Anta children earlier seized the dominant market area, and the development of the platform channels was mature, with 10 years of accumulation of brand users.

See the "forerunner" Anta children benefit is good, over the past few years, Lining, PEAK and XTEP and other local sports brands follow the footsteps, one after another into children's clothing market.

Among them, Lining reclaimed the agency of children's clothing brand, restructured the business, and launched the self run children's wear brand, Lining YOUNG.

At present, the number of children's clothing stores in these brands is increasing.

Upgrading the layout of children's clothing from products to marketing

More and more big market, the industry competition is not only reflected in the price or production capacity, brand manufacturers will also face challenges in product design, marketing and channel expansion.

In the early days, parents paid more attention to practicality and even large size clothes to cope with fast growing children.

With the increase of family income, the sensitivity of the new generation parents to the price is reduced.

Consumer demand has changed from satisfying basic life to more diversified -- pursuing fashion and technology sense, yearning for quality shop experience and satisfying children's curiosity.

Among them, the market demand for sports children's shoes increased. In 2018, double 11 sales of mother and infant category, Nike children's shoes net sales first, Anta children's children shoes are firmly in the top spot of domestic brands.

In addition, Euromonitor International data show that in 2017, the global fashion industry grew by 4% to US $1 trillion and 700 billion over the same period, of which the sales of children's clothing increased by 6.2% to US $160 billion, occupying nearly 10% of the total share.

During the 2019 spring and summer series of China International Fashion Week, children's wear reached 26 new highs, becoming a category that can not be underestimated in fashion industry.

In the face of the changing trend of children's clothing, the product concept of Anta children's brand has changed from the focus of professional sports at the beginning stage to more diversified, including focus on technology, fashion and life.

"We adhere to the consumer oriented approach to meet the individual needs of different groups of children," said Lin Xianghua, President of Anta children. "The change of product concept stems from the change of consumer demand, and Anta children will continue to strengthen technological research in the field of professional sports in product design."

In 2005, Anta group founded China's first sports science laboratory, becoming the first domestic sports brand with independent research institutes.

2017 earnings showed that R & D costs accounted for 5.7% of the revenue, the first domestic industry.

In the group's scientific laboratory, Anta children's brand pays attention to scientific and technological innovation. The cool series running T-shirt with ice Chun technology, the A-FLASHFOAM Anta worm hole technology running shoes containing polymer particle energy materials, are all the leading technology products.

In addition to professional sports products such as running, basketball, soccer and outdoor, Anta children have a strong design team in sports life board.

At present, the brand has opened up the global design and deployed the design studio in Japan, Korea and other places.

This autumn's BLANC series brings a lot of surprises in the minimalist fashion design.

Anta children have launched joint products with cartoon videos, such as popular Hello, Kitty, etc.

With the help of cross-border IP, Anta children not only bring diversified designs to their products, but also enjoy the fans economy.

Similarly, when the movie blockbuster "Star Wars" was released, Adidas launched the Star Wars theme series, bringing "Yoda master" and "Darth Vinda" children's clothing.

Deep cross-border can not be ignored. Anta children and McDonald's "marketing for Ai Ma run", Hello Kitty Run, Spartan children's competition, the effect is more prominent.

Take the public welfare activity "Ai Ma run" as an example, Anta children as the chief sponsor of the design of parent-child T-shirt.

As we all know, McDonald's is one of the most popular dining giant among children. Anta children are the leaders of children's clothing. Due to the combination of the two brands, the brand image of Anta children has been significantly improved.

At present, children's clothing brand is keen on parent child interaction marketing.

Balbala launched the graffiti contest on the anniversary celebration to mobilize the participation of consumers in costume prizes.

Brand related responsible person revealed that the graffiti contest, while displaying baby skills, enhanced parent child interaction and coincided with the mothers' love for Shai Baobao.

Anta children's parent-child play is more clever. In 2017, the independent IP "naughty Games" was launched. The "hard games" project was built for children aged 5-10, including professional sports, fun experience and children's physical fitness test, positioning children's exclusive sports meet.

2018 the "hard games" have been pferred to 7 cities, such as Zhang Liang, father and son, and so on, attracting tens of thousands of families to participate.

Anta children plans to use the data collected from the annual games to build a theoretical model of Chinese children's movement behavior and provide guidance for the development of children's equipment.

When a lot of brand stars sign up stars, children's wear market is lagging behind. Very few brands choose child stars to endorse.

Anta children signed Zhang Yuexuan, the son of Zhang Liang, as the brand endorser. It is the first well-known brand of children's wear in China.

"Through the image of Zhang Yuexuan's vibrant vitality, naughty and warm personality, consumers have stereoscopic cognition of Anta children, construct more rich brand personality, and raise the product's attention with the help of star money," Anta children responded.

Shopping center: new battleground for children's clothing terminal competition

Outside the product and marketing, the terminal is the key link between children's clothing brand and consumers' direct dialogue.

At present, most of the brand's offline channels are mainly department stores, specialty stores and multi brand collection shops. With the new generation of parents' online shopping habits infiltrating in the baby consumption field, the electricity supplier is also the main sales force.

Due to the particularity of children's experiential consumption demand, offline layout is very important.

The industry generally believes that children's clothing more than 100 square meters is a large shop, more than 300 square meters can be regarded as flagship store.

In the early days, children's wear shops were rare. Most of them were within 50 square meters.

In recent years, such a terminal pattern has quietly changed.

Large shopping malls in China have expanded children's investment areas, or even a single layer as children's districts. The paternity trend is obvious, and children's clothing is gradually getting rid of the limitations in department stores.

Shopping centres have become a favorite channel for children's clothing brands. This year, announces the expansion of shopping centers, which increase 50 to 80 a year.

Anta children have worked with Wanda, Aegean Sea, Kade and other shopping centers to enjoy information sharing and priority entry.

Anta children said it would increase the number of experience shops in large areas.

Business design chain expert duxia believes that "in the domestic market, it is very simple for consumers to determine whether a brand has the strength, which is to evaluate the brand through visible terminal stores.

It is the consensus of the industry to set up an image through big stores.

But under the high rent, the demand level of the shopping center is improved.

Anta children said that offline stores need to focus on the environment, experience setting and membership activities to bring more physical experience to customers.

In November this year, Anta children's largest experience shop opened in Qingnian Road, the busiest in Kunming, and became the new commercial landmark of the block.

The 1100 square meter large concept store spanning two floors, has a very scientific sense of lighting lines, spacious and lively exhibition area design, fashion style and sports atmosphere, and instantly attracts children's sensory attention.

Not only is the appearance and style of the front, any corner of the shop is clearly arranged, professional sports, fashion cool and baby children's products are clearly differentiated. Basketball, soccer, Lego, ocean ball, table tennis and other one-stop experience areas can satisfy children's endless curiosity.

The most intimate thing is to design the shelf height by shelf age and locker room so that children can take the items they want.

From the professional movement to the layout of the fashion life shops, and with the proper humanized details, every attractive child can get the best shopping experience.

Anta children's super concept store design has become one of the industry benchmark.

Another leading brand of children's clothing also achieves the ultimate experience.

Barbara opened a "children's lifestyle experience shop" in the shopping center this year. It launched canvas bag DIY, handmade soap making, flower arranging art, clothing DIY and other parent-child games. It regularly held birthday parties, small artists, small shopping guides and other activities, and even recorded children's TV programs in stores.

Mastering shopping centers with innovative experience service has become a battleground for children's clothing industry to cope with terminal competition.

Branding and market segmentation trend is obvious. Industry is facing a shuffle.

At present, there are more than three hundred million children under 14 years old in China.

The Research Report on the development of China's children's wear industry and the market prospect forecast released by Chi Yan research show that from 2013 to 2017, the market growth rate of children's clothing in China was 9.68%, and the growth rate was ahead of men's wear and women's wear.

Compared with the mature markets abroad, the ceiling of children's clothing industry in China is far from enough. In 2017, the consumption expenditure per capita for children in Japan, the United States and Britain was 57.8, 98.2 and 117.4 US dollars, respectively, and China was only 19.2 dollars.

In the long run, domestic children's clothing consumption has great room for improvement, from the demand side to good children's clothing enterprises.

As the industry pforms from extensive to large-scale and meticulous, China's children's wear market will become mature and the trend of branding will become more obvious.

Nelson in the field of children's clothing brand research report shows that in 2018, the overall recognition of children's clothing brand increased by 15% on average, and the recognition of sports children's brands increased significantly. Adidas, Nike and Anta children have entered the first tier. XTEP, Lining and UNIQLO ranked the second tier. Sports brand children's wear has become a major trend.

But under the market dividend, children's clothing industry is also facing challenges.

The industry believes that the serious homogenization of products is the main problem facing the domestic industry.

Most of the brand image is not outstanding except that adult wear extends some children's clothing with special style or specially for clothes of a certain age.

Therefore, the market competition pressure will accelerate the deep subdivision of children's clothing market, and find their own niche and advantage, which is the key to the differentiation of brand formation.

In fact, sports brand has obvious advantages in the field of subdivision.

The demand for children's sports market has gradually changed. In the past, a set of casual clothes has played all sports.

Nowadays, the family income environment is improved, and parents are more willing to choose more professional sports children's clothing in order to meet different sports needs and avoid sports injuries.

At present, 80% of the sports children's clothing market belongs to the recreational sports products. In the remaining 20% professional sports market, local brands have begun to compete for the subdivision they are good at.

Anta children have long been aware of the trend of segmentation. "Anta children will strengthen the research and development of professional sports in product design to meet the aesthetic and exploration needs of the new generation of Kochi parents and children, deepen the shaping of Anta children's brand values and enhance their brand influence."

Soccer, basketball and running are the three main categories of Anta children in the field of sports subdivision.

In 2015, Anta children launched the football series, and this year they collaborate with the British Premier League Burnley club to deepen the youth soccer market.

Clay Thompson, the popular Anta spokesperson, "wants to go crazy" basketball series, also extends to the field of children's wear. Many children wear the same idol to the basketball court.

In running, the cool series T-shirt and the rain rain wing technology clothing, which are equipped with ice technology, all show the professional performance of Anta children.

In addition, the relatively small number of international brands Under Armour started with sports tights. With this advantage, their children's category is also the main sport tights for sweating performance, leading the domestic children's wear industry in this sub field.

Also based on its own genes, basketball oriented sports giant Jordan brand chooses to deeply cultivate young basketball costumes.

Facing the children's clothing market in the future, everyone enters the office with ambition.

At present, Anta group owns three children's clothing brands of Anta children, FILA KIDS and Kingkow. Their market positioning, product style and target audience are different, which helps to diversify the class of children's clothing, fully cover the high-end market, and become the industry leader in shaking 100 billion market.

Take the Anta children who founded 10 years as an example, the brand goal is to achieve more than 20 billion business scale and 10% market share after 5-6 years of development.

Li Ling, vice president of Anta group, acknowledged the 10 years' growth of Anta children. "The consumption demand of children's clothing market has changed, paying more attention to quality, technology and design. Anta children not only catch up with the market trend, but also play the role of leader, gradually increasing the number of categories, introducing international advanced concepts in sports technology and materials, including absorbing light, heating, fast drying and windproof and waterproofing.

Whether in the past or in the future, Anta children are important driving force for the growth of group performance and have great potential for development.

With numerous capital entering, the "blue ocean" of the past market has been "red". It is already unrealistic to get sustained development on the basis of market dividends only.

When the fine production and sales process becomes standard, the long run children's wear industry will enter the shuffling period, and the disadvantaged enterprises will gradually be eliminated. Only a truly strong brand can stay.

(author: Luo Yingying)