Domestic Children'S Clothing Is Squeezed In The Middle And Low End Market. How Will The High-End Market Be Developed In The Future?

Before the outbreak of children's wear industry, the positioning of each brand is only in the middle and low end.

Influenced by the brand of foreign children's clothing, the domestic children's wear brands have increased the layout of children's clothing market, and the focus is on the high-end market.

In China's domestic children's clothing market, 50% of the market share of domestic children's clothing manufacturers are basically squeezed in the middle and low market, because many small businesses to survive, have to compete to reduce prices, or to make other people's clothes to earn small profits; and foreign brands occupy 50% of the share, almost monopolize the high-end market of Chinese children's clothing.

According to statistics, the consumption of top grade children's clothing accounts for 25% of the total consumption, and the consumption of middle class children's clothing accounts for 37% of the total, while low-grade children's clothing accounts for 38% of the total consumption.

At this stage, the domestic high-end market for children's clothing is almost occupied by foreign brands. If domestic brands want to seize the top market and compete with foreign brands, the means of operation must be advanced.

Compared with foreign countries, China's high-end children's clothing market is still slightly blank, and is still in its infancy, most of the consumption is concentrated in the first tier cities and the southeastern coastal provinces with more developed economies.

According to a report by Credit Suisse, the annual amount spent by Chinese families for children under 14 years of age is $92 per child in 2015, while in Japan, this figure is $35, and the figure in the United States is 487 dollars.

However, with the emergence of high-end children's wear brands in China, this figure will also increase.

The pattern of children's clothing is uncertain, and the high-end layout is a consensus.

Unlike the milk powder, diapers and other industries, children's wear industry is very fragmented. No matter who is the industry leader, there is no fixed number yet. Although Barbara is the only player with a volume of over 5 billion, it accounts for only 5% of the market share, while other players are less than 1%, so the future pattern of children's wear will change again.

Apart from the enterprises that started operating high-end children's clothing at the very beginning, many enterprises that have seen many in recent years have begun to increase the high-end.

Anta has acquired the right to sell FILA in China; Semir has acquired the leading brand Kidiliz of European high-end children's wear, and Semir clothing has jumped to become the second largest children's clothing company in the world through this acquisition; the 24 million day sun baby mouse has won the "sunshine rat" brand, and the sun mouse is the brand of the high end baby brand in China.

Economy under the high-end Renaissance line

The bonus period of the electricity supplier era has gradually disappeared. In 2016, Ma Yun also put forward the concept and trend of "new retail".

The original group of "Amoy brands" is also slowly "out of the Tao", now all walks of life are talking about "new retail", children's clothing can not be an exception.

Unlike milk powder and diapers, it is possible to have a sense of use after consumption.

Children's clothing is a direct fabric contact, can directly feel the quality of good or bad, so the line children's clothing mode can not be abandoned.

"Buy and see in the shop, feel, regardless of fabric and workmanship at a glance", which is almost all the choice of offline consumption reasons, under the line sales better brand, or a well-known brand.

Most famous brands are strong in economic strength, and have the ability to undertake high rents under the line. This is also the inherent advantage of their offline development mode.

High end "face value", decisive weapon

In fact, the main decision of children's clothing consumption is still in the hands of parents, especially the mothers' aesthetic preferences determine the consumption of children's clothing.

In the past, children's clothing consumption dominated by "70 parents" was gradually dominated by "80", "post-90s" or even younger parents.

These young parents have higher requirements for aesthetic, functional details and safety requirements of clothing.

In the design style, their aesthetic taste also affects the decision-making of children's wear brand designers.

When the safety and quality of children's clothing gradually become a hygienefactor (maintenance factor, that is, to prevent consumers' dissatisfaction), young consumers are concerned about the comfort of children's clothing while they also value the design sense and uniqueness of their products.

The pursuit of personalized young consumers is very "picky."

In order to meet the "picky" of young consumers, in terms of design sense, MiniPeace, littleMO&CO, jnbybyJNBY and gxg.kids represent outstanding brand extensions for adult wear.

Comparatively speaking, the design sense of fast fashion brand children's clothing is more biased towards adults, while the design of sports leisure brands, especially domestic brands, has been greatly improved. Many products combine with the famous cartoon IP image to highlight children's interest.

High price flat, no choice.

The typical family structure of "6+1" and "6+2" appears more and more. The children's clothing market is also pformed from the practical clothing that satisfies basic dress to the pursuit of fashionable and beautiful brand. In the future, there will be more room for brand development with quality requirements and pursuit of style.

On the one hand, parents are willing to invest more in their children, but on the other hand, because children grow very fast, many clothes can only be worn for one season, so many parents think that buying too expensive clothes is not worth it.

The production cost of children's clothing is not lower than that of adult wear, but the price of children's clothing can not be set too high, which also requires brand balance.

The high-end trend is obvious, but blind investment in burning money is undesirable.

Consumption upgrading does not mean that consumers are always pursuing high prices and famous brands. Too much premium will not bring higher profits.

"High quality and high price" can be more popular among the people.

Author: Meng Zhe