How Do Children'S Clothing Brands Come Out?

After 2000, the number of newborns basically remained at 16 million 200 thousand, which was affected by the second child policy. In 16 years, the newborn population grew rapidly in a short time, slowed down in 17 years, and in 18 years, there was a downward trend in fault.

It is predicted that the number of newborns will be reduced to 10 million 170 thousand -1404 in 19 years, and children's clothing market will be more competitive.

In recent years, the per capita disposable income of residents has continued to grow, and per capita consumption expenditure has slowed down.

In addition, consumption structure increased slightly from 1238 yuan in 17 years to 1253 yuan in 19 years, but its proportion decreased year by year, and pferred to health care and education culture and entertainment.

It is presumed that the growth momentum of children's clothing industry is mainly for upgrading consumption, following from products to services, and high-end clothing as opportunities.

From the perspective of population structure, opportunity points

According to statistics, there are more than 300 million children under 16 years old, 171 million of whom are under 6 years old, 170 million of 7~16 years old, accounting for 1/4 of the national population.

With the age structure of children aged 0-14, the number of boys and girls in the past 4 years has gradually narrowed, and the proportion of girls has gradually increased.

Considering the characteristics and quantity of girls' clothing purchases, this is likely to be a new focus.

Girls' children's clothing market share is not small compared to boys' wear, but in reality, the number of girls is less than that of boys in recent years.

But the data chart shows that the proportion of newborns and men is shrinking in the last two years, especially in 2019, the proportion of men and women at the age of 0-4 is 6.21%.

It is reasonable to speculate that the market demand for girl children will be improved in the future.

Look at opportunity points from sub categories

What is the best selling equipment for children's clothing? What equipment is the dark horse of the growth sector? What kind of market share is the smallest? What kind of products are the least affected by promotions?

What kind of category is popular? What kind of matching ratio is the least?

Children's pants from all aspects of data, are well deserved "head card."

According to the magic mirror market intelligence data, in November 2018, Tmall and Taobao platform sold more than 2900 pieces of children's trousers, with sales of 1 billion 810 million yuan.

Judging from the distribution of the two class, the proportion of trousers and coats is very large, and the market share of the bra and children swimsuit is the smallest.

Trousers are the largest among the single products, children's pants are just needed, and the frequency of trousers replacement is fast, which is considered to be the fast fading products in fast moving products. So when operating children's clothing shops, trousers should be the largest proportion, followed by the jackets and suits.

Judging from the growth and total sales of the two category, the sweater, sweater pants and children's home wear are the best.

The growth of the sweater / sweater is ahead. The young parents from now are paying more attention to the quality while paying more attention to the sense of fashion.

So the fashionable clothes gradually attracted the attention of a large number of fashionable parents.

From the perspective of activity, the above data are the sales of sub categories in November 2018.

The sales of down clothing / feather liner ranked second in the data chart is so high that it is affected by double eleven activities.

Therefore, from the influence of activities, down clothing is a larger category, children's costume / school uniform and other categories are almost unaffected.

Feather clothing only in November when such a high sales volume, is a "seasonal" relatively strong category, so it is not recommended that businesses too much hoarding clothing.

The market concentration of children's clothing is low, which is known to all in the industry.

But because of the extremely low market concentration, there will be more opportunities for children's clothing market.

At present, there are more than 4000 or even more children's clothing brands, and the top 31 brands occupy 31 of the market share.

Market overall brand monopoly is not high, but Barbara brand has obvious popularity in the market, and has a certain brand effect.

There is no way to keep the dragon head, but there is still hope in the thousands of small brands.