In 2019, The Sales Of Children'S Clothing In China Will Reach 175 Billion Yuan.

With the continuous rise of the living standard of our country and the increasing importance attached by the society and family to the next generation, the proportion of children's consumption expenditure in household consumption expenditure is increasing year by year. The children's clothing market in China is entering a stage of rapid development. According to the data, the scale of children's clothing market in China reached 145 billion 500 million yuan in 2016, and the market scale is expected to exceed 175 billion 200 million yuan by 2019.

The continuous increase of children's wear market scale and rapid market growth speed bring good historical opportunities for the development of children's wear enterprises.

The children's clothing industry is a large industry group that covers all 0-14 years old (sometimes extending to 0-16 years old).

According to the difference between age and height, children's clothing products can be further divided into 0-3 years old "infant clothing" and "4-14 year old" children's clothing. According to the product type, they can also be divided into two categories: uniforms, coats, trousers, T-Shirts, shoes and so on.

According to the Research Report on the market prospects and investment opportunities of China's children's wear industry released in 2019-2024 years, China's business and Industry Research Institute shows that since 2016, China has completely liberalized the second child, and the number of births has increased.

According to statistics, the total number of births was 17 million 230 thousand in 2017, of which 247 million 190 thousand were 0-15 years old, accounting for 17.8%.

According to the latest population data of the National Bureau of statistics, 15 million 230 thousand new born people were born in China in 2018.

The increasing number of children is the foundation for the vigorous development of children's clothing market.

In addition, with the improvement of China's economic level and the improvement of people's quality of life, the market size of Chinese children's clothing will continue to expand in the future, and the sales volume of children's clothing market in China is expected to reach 175 billion 200 million yuan in 2019.

From the number of new born babies in 2018, we can see that the demographic dividend is gradually disappearing. The short term effect of the comprehensive two child policy has ended, and the fertility level has begun to descend, the birth rate has decreased and the number of newborns has decreased.

In whatever regard, the children's clothing 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, they demand for consumption is very high.

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

Anta's acquisition of the amamin incident has aroused great repercussions, 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 (600398) is also negotiating 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 masses 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 operation ability in the main markets of Europe and Asia, as well as other international markets, and has a global supply chain layout, accelerating the pace of internationalization.

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

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 apparel (002563) has 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 with strong funds. Their ultimate 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 clear complementarity in brand positioning and main market, and have integrated effects in product design, R & D, international marketing and global procurement.

At present, Semir's children's wear brands have Balabala, Minibalabala, mongdodo, badibadi and so on. Each child dress brand positioning and style are different. After a series of acquisitions, resource integration and layout, Semir has jumped the world's second largest children's wear group.

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 to enter a new round of change. The expansion of high-end market is the inevitable result of consumption upgrading, so for the beginning of positioning of low-end brands, mergers and acquisitions, other brands form multiple brand forms must do homework; the upwards relative consumption flow is mainly based on channels, and the future three or four line cities will become an incremental market.