Why Is The Market Concentration Of Chinese Children'S Clothing So Low?

If we want to further occupy the market share of domestic children's clothing, we must understand what the real lack of the brand is.

Lack of design talents

In fact, the decision to buy and consume is in the hands of parents. Now the consumer group is mainly concentrated after 90 and 95. These young parents are more demanding on the aesthetic, functional details and safety requirements of the clothing.

In the design style, their aesthetic taste also affects the decision making of children's wear brand designers. At present, Chinese children's wear brands do not have their own characteristics, so they can't form their own brand characteristics by copying each other seriously.

The design of children's wear in China is late, and it is badly in need of fashion designers. However, many graduates of professional designers or clothing colleges do not want to go to the two or three tier cities. However, many children's clothing manufacturers are mainly concentrated in these cities.

Some children's clothing manufacturers do not have a more mature production chain.

Although China's clothing production in Guangzhou and Fujian is relatively mature, the flourishing market will change the current market structure of children's clothing.

Lack of competitiveness

In recent years, foreign brand children's clothing has occupied a considerable market share, almost 50%, while the domestic brand children's clothing market share is still very small, only about 30%; the other 70% enterprises are in a state of no brand.

At present, there are many brands of children's clothing in China. Because of poor brand awareness or poor level of operation brand, children's clothing industry in China has been in a state of low-grade competition.

The enterprises that can compete with each other can say little. Only Barbara occupies the first place in the children's wear market, and there is no company that can compete with it. This is also one of the factors that lack children's clothing market.

With the healthy competitiveness, enterprises will find ways to improve their products so that consumers can pay the bills, so as to promote the development of children's wear market.

Lack of brand influence

At present, there are not many influential brands in children's wear market, some fast fashion brands and sports brands extend children's clothing, but they do not deliberately sell, such as H&M and UNIQLO, there is not much publicity in marketing. Sometimes with mature adult wear display can bring immature children's clothing brand drainage, but relatively easy to let consumers ignore children's clothing products in fast fashion brands.

Whether the fast fashion brand or sportswear brand enters the early stage of children's wear, it is the brand of adult clothing extension, so consumers may subconsciously think that children's clothing is not standard enough.

Coupled with the particularity of children's clothing, there is a higher demand for quality.

China is not lack of good children's clothing brand, but lack of children's clothing brand to identify their own market.

Middle and high-end market blank area

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.

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.

Children's wear and milk powder, diapers and other industries are different, children's wear industry is very scattered, who is the industry leader has not yet set a number, although Barbara is the only player with a mass of over 5 billion, but it only accounts for 4% of the market share, and the other players are basically 1%, so the future children's wear pattern will change once again.