In The Future, Children'S Clothing Market Will Be "King" And "Defeated".

Short term birth policy loosening and boosting the development of the industry, the trend of middle and long term fertility is downward, and the main driving force of industry growth is consumption upgrading.

The second child policy released the previously suppressed fertility needs, delayed childbearing age, and the funnel-shaped family pattern of "4+2+1" to provide better economic conditions and other internal and external growth drivers for the offspring, so as to promote the rapid growth of the mother child industry.

Maternal and child products are expected to reach a trillion scale market in 2020.

The concentration of children's clothing market is very low. In 2017, except for Semir's Barbara and Adidas children's clothing, the other 10 brands occupy no more than 1% of the market share, while the TOP10 figures account for only 11.3% of the total market, while the number of foreign mature markets will reach 30%-50%.

At present, China's children's clothing industry is pforming from extensive management to large-scale and meticulous operation. From product competition, price competition, marketing means competition to product research and development competition (product strength), brand culture competition (image force), brand service competition (operation power), China's children's wear market will become more rational and mature in the future.

What are the characteristics of brands that can stir children's clothing market?

There will be more room for children's clothing brands that require quality and pursuit of style in the future.

After 90 or even 95, they become a new generation of parents. In fact, they live in an age of plenty, and have higher requirements for quality.

As parents, they not only pay attention to the comfort of fabrics, but also focus on fashion.

At the same time, they are also promoters of consumption upgrading, and have more requirements for the quality of life of the next generation.

For example, the ENHENN (hum) children's clothing is gradually rising. The main colors are black, white and grey. On the one hand, they should add fewer coloring agents, and on the other hand, create a distinctive style of children's wear.

A more consumer oriented brand will get a longer term development.

Under the fierce competition in the retail market, under the background of the huge commodity, the development of retailing has gradually stepped out of the commodity centered mode, turning to the consumer centered and speeding up the development of flow centered.

The same goes for children's clothing market. Many new brands are better able to satisfy consumers from content, form and experience.

How to use the distinctive products, scenes, services and experiences to impress consumers and touch the minds of consumers has become a key element.

Many children's wear offline stores have small children's parks to meet their parents' needs and children's playful nature, which virtually increases their traffic.

For example, Mladin's children's clothing is very recognizable in Jiangsu and Zhejiang provinces. Almost every shop has a small playground.

The brand of full channel sales can get broader development space.

The current retail market is already highly offline and online two dimensional market.

The market will not return to a single line of market structure. Only by realizing the two dimensional market integration planning and coordinated development can we grasp the whole market.

There are two ways to achieve the full channel: line based, online traffic, offline, online, and offline traffic.

Offline and online markets must be synergy, the goal is the same, not competition.

You can't split the line from the line to plan, create competition yourself.

Now most sober companies are aware of the importance of comprehensive channels, and strive to integrate online and offline.

Like the traditional children's wear brand * pig pig, since the launch of Guan Zhou, we have accelerated the layout of smart stores and opened up online and offline lines, launching the online ticket and offline consumption mode, integrating online and offline traffic.

In the future, children's clothing market will be "King" and who will become "defeated". Maybe only the market will finally give an accurate answer.