The Brand Matrix Mode Brings About A Turning Point. In 2019, The Sales Scale Of China's Children's Wear Market Will Be Broken By 170 Billion.

The development of children's wear industry is huge in China.

Since 2010, China's children's wear industry has maintained a rapid growth trend. It is estimated that the market size of children's wear industry will exceed 200 billion yuan by 2020, and there will be huge room for future market development.

At the same time, with the development of children's wear industry, the degree of concentration of the industry market has also been improving.

China's children's wear market will exceed 170 billion in 2019.

As China's national living standards continue to rise, and the importance of society and family to the next generation continues to increase, 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 statistical data of the market demand and investment forecast analysis of China's high-end children's clothing industry released by the prospective industry research institute, the sales scale of China's children's wear market has exceeded 100 billion yuan in 2013.

Then showed steady growth year by year.

In 2016, the sales volume of China's children's wear market reached 145 billion 500 million yuan, and the sales volume of China's children's wear market exceeded 150 billion yuan by 2017.

It is estimated that the sales volume of children's wear market in China will reach 160 billion yuan in 2018. It is estimated that the sales volume of children's clothing market in China will reach 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.

Analysis of favorable factors for children's clothing industry development

1, a comprehensive two child policy is open.

In October 29, 2015, at the Fifth Plenary Session of the eighteenth Central Committee of the Communist Party of China, the Central Committee of the Communist Party of China deliberated and adopted the proposal of the CPC Central Committee on formulating the thirteenth five year plan for national economic and social development.

The proposal puts forward the policy of "full implementation of a couple having two children".

Since the partial opening of the second child policy in 2013, the number of new born babies in China has increased significantly. It is expected that with the full implementation of this policy, the number of new born babies in the future will continue to exceed or even exceed the current growth rate.

With the rapid growth of the number of newborn babies, the number of Chinese 0-14 years old population will continue to grow, which will bring more market space to children's wear market.

Since 2016, China has completely liberalized the second child, and the number of births has increased.

By the year 2017, the number of new births in China reached 17 million 230 thousand, of which 247 million 190 thousand were 0-15 years old, accounting for 17.8%.

According to the latest data, the number of new births in China reached 15 million 230 thousand in 2018.

2, income growth and consumption upgrading.

With the increasing level of per capita disposable income of urban and rural residents, enhanced consumption ability provides a guarantee for the prosperity of infant industry.

In addition, 80 and 90 after entering the peak period of marriage and childbirth also further promote the rapid growth of infant consumption scale.

According to the report data, the proportion of the 80 and post-90s group accounts for more than 85.9% of the parenting group. Most of them are single children, whose economic growth environment is superior, and their demands for quality of life are higher.

At present, almost every family is increasing the expenditure of baby food, education, toys, clothing and so on.

According to the China children's Industry Research Center, 80% of the family child expenditure accounts for 30%-50% of household expenditure, and infant consumption has become one of the largest expenditures of household consumption.

By the year 2017, the per capita disposable income of residents was 25947 yuan, an increase of 9% over the previous year, and the actual growth rate was 7.3% after deducting price factors.

According to permanent residence, the per capita disposable income of urban residents was 36396 yuan, an increase of 8.3%, a real increase of 6.5% after deducting the price factor, and the per capita disposable income of rural residents was 13432 yuan, an increase of 8.6%, a 7.3% increase in real terms after deducting price factors.

The increase of per capita disposable income has enhanced the residents' consumption ability, and provided a strong guarantee for the prosperity of infant industry.

3, children's wear industry is still growing.

Compared with men's clothing, women's clothing and other clothing categories, China's children's wear industry started late.

With the change of the family's consumption habits of children's clothing in China, the professional children's clothing enterprises in general began to develop after the mid 1990s.

From the perspective of industrial life cycle, children's clothing industry in China is still in its growth stage, and has the characteristics of rapid growth of market demand and growing space.

In recent years, the scale of children's wear in China has been expanding and maintaining a relatively high growth rate.

On the one hand, the market concentration of children's wear industry is constantly improving.

In 2017, the CR5 and CR10 of children's clothing industry in China were 8.5% and 14.9% respectively. Compared to 2012, they increased by 2 percentage points and 7 percentage points respectively, and the industry concentration degree was significantly improved.

With the development of children's wear industry in China, it is expected that the market concentration of children's clothing industry will continue to rise in the future.

4, online trading is booming.

Compared to traditional channels such as department stores and brand stores in the street or community, in recent years online

As a new channel, development is extremely fast.

With the rapid development of the electronic commerce platform, the logistics industry and the arrival of the mobile Internet era, online shopping is becoming more and more convenient. Now it has become one of the most important shopping channels for mothers and consumers.

With the further development of mobile Internet, there will be huge room for the development of children's clothing business in the future. Online pactions will continue to grow at a high speed.

Analysis of the development trend of children's wear industry in China 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.

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

But there will be new increments in consumption. Where is the incremental market of children's wear industry in 2019?

1, 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 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 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.

2, traffic, channels double sinks, new retail as "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 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.

3, multi brand matrix mode brings a turning point.

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.