Children'S Clothing Consumption Potential Is Being Activated, Children'S Clothing Enterprises To Seize The Market Is Really Ready?

With the full opening of the "two child policy" and the gradual upgrading to parents after the 1980s and 1990s, the volume of children's consumption market began to explode, and many domestic brands began to deploy children's clothing market.

Even though the Chinese children's wear market has gradually become a new growth point in the clothing industry, the market concentration and market share of the children's clothing market in China is still very low. The well-known children's wear brands can be very limited. Apart from the private brands of ABC, DAS, starting stock and Amoy, the famous brands in the clothing market are the children's brands created by adult brands, such as Barbara, XTEP children, Anta children, Jiangnan cloth children's clothing, and so on. They are foreign brands such as Nike, Adidas and GAP.

According to data survey, foreign children's clothing brands occupy about 50% market share in China's children's wear market, and domestic children's clothing brands have a market share of about 30%.

Surprisingly, 70% of Chinese children's clothing enterprises are in the absence of brand development.

From the side, Chinese children's clothing enterprises are still very low in brand awareness.

Even if the domestic children's clothing is in a state of internal and external difficulties, it can not withstand the rapid growth of children's wear market consumption, and there is a huge room for growth.

According to statistics, the scale of China's children's clothing market will exceed 200 billion yuan in 2020, and it is expected to reach 265 billion 500 million yuan.

Rapid growth and rapid rush of businesses

As the "top seat" of children's clothing in China, Barbara's development momentum is very rapid. At the end of 2018, the market share of Chinese children's clothing reached 5.6%, ranking the first, which was 4.4% different from that of the second Adidas children's clothing.

Barbara realized 28.69% of its revenue in 2018, accounting for 51.86%, higher than Semir's main clothing brand.

As the first share of domestic A share children's clothing, he also pursued victory in the development.

In 2018, the company's operating income reached 1 billion 212 million yuan, an increase of 17.55% over the same period, and net profit attributable to shareholders of listed companies reached 83 million yuan, an increase of 21.52% over the same period last year.

He said that thanks to the rapid growth of online business and the smooth pition of offline business channel pformation, the continuous growth of revenue and net profit in 2018 has been boosted.

Balbala and Ann's main high-end market are basically colliding with the consumption concept of "Chao Ma" and "Chao dad". With the purchasing power of the new generation of parents, children's clothing consumption has been further improved, and the performance has been increased.

However, there is an analysis from the industry. At present, China's high-end children's clothing market has not yet formed a strong leadership brand, and the concentration is relatively low, as long as the suitable opportunities are found, who may become the leader of the children's wear market.

Seeing the brand name of children's clothing, Emperor Taodi achieved a new income of NT $67.65% billion in 2018, an increase of 14.34% over the same period last year. The net profit attributable to listed companies was 954 million yuan, up 17.51% over the same period last year.

With the help of the market dividend, taoti constantly speeds up the development of fast fashion, optimizes the combination of children's clothing products, and actively promotes the expansion of online business and enhances the ability of performance improvement.

The rapid growth of children's wear market has stimulated another growth point of the garment industry, and has also increased the competition in this market.

The ready-made clothing brands have seen the potential of them, and have entered the children's clothing market.

Before there are adult brands such as Hai Lan home, Taiping bird, La Natsu Bell, Metersbonwe and so on. Later, there are sports brands such as Lining, Anta, XTEP, and 31st degree. Besides, Nike, Adidas, GAP, H&M, C&A and other international brands have rushed to the market of Chinese children's clothing, hoping to add a new growth point in this field of clothing segmentation.

In addition, under the net red economy, a group of maternal and child bloggers and fashion hot mom began to create children's clothing and even the brand of children's clothing, which virtually enhanced the competition of children's wear market.

Who will pay for children's clothing safety under market potential?

Apart from fierce competition, the safety of children's clothing has always been the focus of attention. It is also the first consideration for parents when choosing clothes.

Moreover, the production standard of children's clothing is also the highest in the clothing industry. There are rules and regulations for fabrics, printing and dyeing, ornaments, accessories and so on, so many children's clothing enterprises are facing many tests in the production process.

Although the standard of children's wear products has been emphasized, there are still many quality problems in children's clothing products every year.

According to the China consumer daily, a law enforcement inspection of a children's clothing in a shopping center in Shanghai showed that 131 children's clothing had disqualified standards.

In addition, in July last year, the 7 batch of children's clothing of the fast fashion brand GAP brand was found in the inspection and Quarantine of entry customs, and this is not the first quality problem of GAP brand. During this year's "3. 15" period, the international brand Adidas children's swimsuit was recalled because of potential safety hazard.

Brand such as Ann, pig, banner, XTEP and so on have been inspected for quality problems.

In fact, with the continuous expansion of the market scale, many enterprises are rushing to the market of children's clothing, but they don't have enough understanding of children's clothing production standards and product quality, and the quality control is not strict.

In addition, some enterprises are driven by interests. In the process of production, there is no inspection to the inspection institutions, and the development of the products is wrong or wrong. At the expense of product quality, the price of products is very low, and consumers are attracted by low prices.

Children's clothing, as the "new cake" of the clothing industry, many companies want to seize the biggest piece of the same piece. It's very easy to enter the competition, but how to put this cake into their mouths needs enough resourcefulness.

Children's clothing consumption ability has been gradually activated, consumer demand is the primary consideration of enterprises or brands. We should also pay attention to the new demands of fashion, personalization, and design for children's clothing products. After all, "Chao dad" and "Chao Ma" have led their children to feel the charm of fashion and walk in the forefront of fashion industry.

At the same time, quality problems must be strictly controlled.

The state has further improved the quality standards for children's clothing, providing a safe dressing environment for children, and protecting children's healthy growth. Therefore, children's clothing enterprises or brands should not have fluke psychology in the production process.

In this regard, parents can meet the dual needs of quality and safety to win a bigger market.

Author: Qin Jin Mei