The New Family Is Growing By 2019. What Can Children Dress Practitioners Expect?

2018 is a year of change for children's clothing industry. Although the children's clothing market is still low in concentration, but as the major brands have arranged children's clothing and boosted children's clothing industry, the children's wear market in 2019 is expected to reach 180 billion.

Demographic dividend disappears, industry is facing reshuffle, consumption escalation, demand change...

Before, change may be just a part of life; now, change may become life itself.

How to meet changes and grasp the trend of the market in 2019 will test the wisdom and means of children's clothing players.

New environment and new family

In 2016, the first year of the second child policy witnessed the birth of 18 million 460 thousand newborns, and the number of births and births in 2017 declined compared with that in 2016. It is estimated that the new born population will fall below 15 million in 2019, and the demographic dividend will gradually disappear.

But the new family model has buffered the economic downturn caused by population decline.

The main pattern of contemporary Chinese family is 4+2+1. There are 6 purses behind a child. Maternal and child consumption will also become the focus of family.

While the new family doctrine is in operation, the potential maternal and infant consumption forms are also changing imperceptibly.

In the past, children's clothing as a non-standard product is always more casual in the choice of household consumption. But with the change of the concept of the consumer group, the participation of multiple roles in the new family mode has some "standards" for the choice of children's clothing.

Children's clothing "fighting in a crowd", analyzing the current situation

Children's clothing, as one of the few non-standard products in the mother infant industry, has great room for creation.

Children's clothing is facing opportunities and challenges when the demographic dividend is disappearing and the new family is in charge.

First, we must understand the overall pattern of children's clothing market if we want to find an increment in the existing environment and seek breakthroughs.

Local brands are dominant, brand concentration is not high, and the overall pattern of children's clothing is large and scattered, forming a situation of "group fighting".

More and more brands, and also from the side, the current domestic children's clothing market is still in a highly dispersed stage.

At present, China's children's wear market has entered a period of rapid growth, but the scale of children's wear enterprises is generally small, and the market share and competitiveness of individual brands are limited.

The brand concentration of children's clothing market in China is low, and presents a typical triangular structure.

Mining new market for children's wear market

Demographic dividend is gradually disappearing. The short term effect of the comprehensive two child policy has ended. The fertility level has begun to be in the downward stage, with the birth rate decreasing and the number of newborns decreasing.

Regardless of its consideration, children's wear industry is facing a severe test.

But there will be new increments in consumption. In 2019, where is the incremental market for children's clothing?

High-end and children's clothing opportunities

Consumption upgrading follows from product to service, from baby to maternity. The trend of middle and long term fertility is downward, and the main driving force of industry growth is consumption upgrading.

Consumption upgrading groups are mainly 80 and 90, they are more knowledge-based on consumer goods, brand awareness is also stronger, and an international perspective + channels (all kinds of overseas purchasing and purchasing), they demand for consumption is very high.

Under the environment of consumption upgrading, enterprises are also aiming at the opportunity of high-end market.

In order to cope with market competition, many enterprises must adjust their product structure and marketing mode.

Many famous brands have begun to enter the high-end market.

Anta's acquisition of amamin incident has caused a great response, but this is not the first time that Anta has acquired high-end brands. The acquisition of high-end brands Xiao Xiao and Fei Le has achieved excellent results.

Hai Lan's home is also negotiating with the high-end brands, which is an important opportunity for Hai Lan's home to enter the high-end children's wear market.

Even the current ballet Barbara parent company Semir has begun to buy and enter the high-end market.

In early October, "Semir" bought 100% stake in Kidiliz group with its own capital of about 844 million yuan.

Kidiliz is the European high-end children's clothing brand. After the acquisition of Kidiliz, from the public to the high-end children's clothing area, Semir has formed a diversified and rich brand combination of children's clothing, greatly improving its market access and marketing capabilities in major markets in Europe and Asia as well as other international markets.

It also has the global supply chain layout and speeds up the pace of internationalization.

Traffic, channels double sinks, new retail become "Darling"

With the gradual elimination of the information gap and the gradual improvement of the commercial infrastructure, the flow sinking and business sinking are becoming more and more feasible.

At the same time, from the perspective of opportunity, the opportunities for service should be more and more prominent.

Traffic sinks, one is the subsidence of physical location, that is, from the first tier cities to the two or three and the three or four tier cities, such as spelling a lot; one is the sinking of online traffic to the line, such as physical shops.

There is also a relatively large flow space, that is, online and offline integration, also known as "new retail."

Drive by technology and improve efficiency, so as to achieve the goal of reducing costs.

2018 small pig Ban Na officially entered the retail industry, the whole channel marketing ranks.

Mr. Guan Shaozhou, as the new CEO, began to reform drastically.

The mode of "online coupon and offline consumption" is launched to integrate the flow of online and offline traffic.

500 smart stores for new retail outlets have also been completed.

Channel sink, or implemented to offline stores, it has proved that the construction of offline stores can attract a large number of consumers.

With the upgrading of consumption, the consumption level of the three or four tier cities is also rising.

The children's clothing such as the Antarctic, the pig, the Barbara and so on began to be arranged in the three or four line cities.

Semir clothing once said in the 2017 earnings report that children's clothing will be overweight and the three or four line cities will be expanded.

Multi brand matrix mode brings change

Some brands of big brands are imitated. They adopt the multi brand matrix mode, constantly improve their brands, differentiate their brand patterns and seize the market.

On the one hand, enterprises adopting such strategies are strong in their own brands. On the other hand, most of them are mainly listed companies and are well capitalized. Their goal is to become a leading enterprise in the field of children's wear and expand their business abroad.

Enterprises represented by Semir and Anta have been able to seize the market in a comprehensive way through multi brand differentiation.

Semir, who bought all the assets of Kidiliz group, said that Kidiliz and its existing balbala brand children's clothing business have a clear complementarity in brand positioning and main market.

It has an integrated effect in product design, R & D, international marketing and global procurement.

At present, Semir's children's wear brands have Balabala, Mini Balabala, mongdodo, badibadi and so on.

The location and style of each children's wear brand are different. After a series of acquisitions, resource integration and layout, Semir has jumped the world's second largest children's wear group.

Insiders said: the focus of competition in the future garment industry is experience, so offline layout is very important. Store construction will lead the children's clothing industry into a new round of change.

The expansion of the high-end market is the inevitable result of the upgrading of consumption, so for the beginning of positioning the low-end brands, mergers and acquisitions, other brands to form a multi brand form is necessary to do homework; and consumption upwards relative traffic down, mainly lies in channels, the future three or four line cities will become an incremental market.

With more brands joining, it is no longer realistic to rely on market dividends for sustainable development. Even children's clothing market with new opportunities is constantly facing various opportunities and challenges.

China's economy is changing, the market is changing, and consumers are changing.

As for how to identify the way to play in change?

In January 9, 2019, the "new family growth 2018 cherry entrepreneurs' leaders summit", the site has a more authoritative industry for you to interpret the children's clothing market they see in the future.