Changing The Concept Of Consumption, The Growth Of Children'S Wear Market Is Strong.

With the change of consumption level and consumption concept, the children's wear market is improving as a whole.

Children's wear market is growing strongly.

"Children's clothes are more expensive than adults, but they should be bought."

Recently, Ms. Liu, who chose children's clothing in Times Square in Urumqi, sighed with emotion. "The price is not the first consideration, and the fabric, style and so on are the first choice."

The development of children's wear industry in China is late, but in recent years, with the release of the two child policy and the improvement of people's consumption level, the brand children's clothing enterprises have ushered in opportunities for development.

The statistical data of the market demand and investment forecast analysis of China's high-end children's clothing industry released by the prospective industry research institute show that the scale of children's wear industry in China has reached 96 billion 400 million yuan in 2011, showing a rapid growth year by year. As of 2017, the market size of children's wear industry in China has increased to nearly 160 billion yuan.

It is estimated that in the next five years, the children's wear market will grow at a rate of around 5%. It is predicted that the market size of children's wear industry in China will exceed 200 billion yuan in 2022, and the scale of Chinese children's clothing industry will reach 218 billion 300 million yuan in 2023.

Faster growth

"On the eve of the 61 sales volume is particularly good, many styles are sold out."

The salesman of a children's clothing store in Times Square, Urumqi, told reporters: "next summer is coming soon. We should welcome another sales peak. These days, our store is busy replenishing goods and will launch many promotional activities."

"People didn't look good at children's clothing, and there were not many people in the industry.

The growth rate may be around 20%, and the growth rate is very fast from 2016. By the end of this year, our growth rate should reach 50%. "

Chen Ming, head of a clothing company specializing in children's clothing production in Fujian, Jinjiang, said.

In recent years, China's children's wear industry has achieved rapid growth, and the policy of childbearing has been encouraged to further release the demand for children's clothing.

In 2017, the retail sales of China's children's wear market reached 159 billion 700 million yuan, an increase of 9.76% over the previous year, a compound growth rate of 8.23% over the past five years, while the overall retail sales of clothing industry grew by only 1.36% in 2017, and the growth rate of children's wear retail sales was significantly higher than that of the overall clothing market.

"The liberalization of the second child policy and the further enlargement of the market will be a good opportunity for us."

Chen Ming said.

Data show that in recent years, the proportion of children's shopping in shopping centers has increased from 8% in 2012 to 20% in 2017.

In 2013, after the opening of the one-child policy, the birth rate of Chinese babies began to pick up in 2014. With the continuous implementation of the policy of encouraging birth, the number of newborn babies is expected to increase further, and the demand for children's clothing will be further released.

"Children grow faster, and most clothes can only be worn for one season."

During the interview, most parents said that children's clothing consumption had a higher frequency of replacement than adult clothing.

From the perspective of investors' attention, the stock price of children's wear related listed companies is better.

In recent years, A shares listed children's clothing listed companies have issued a quarterly report in 2019.

Among them, the net profit of January 2019 was 46 million 928 thousand and 800 yuan, an increase of 30.01% over the same period last year. The net profit of starting shares in 2019 was 46 million 608 thousand and 500 yuan, an increase of 47.63% over the same period last year. The net profit of Semir clothing in 2019 was 347 million yuan, an increase of 11.6% over the same period last year.

The investment analysis and forecast report of Chinese children's clothing market in 2017~2021 released by CIC also showed that the market size of children's clothing in China in 2017 was 159 billion 700 million yuan, and the average annual compound growth rate is expected to be 8.05% in five years (2017~2021), and the market scale will reach 217 billion 700 million yuan in 2021.

A new round of consumption upgrading

"Price is not a problem, the most important is quality and style."

In the interview, many parents hold this view.

It is understood that the parents of the younger generation after 80 and after 90 have become the main force of children's clothing consumption. They pay more attention to the fabric and design of children's clothing.

The new consumption concept not only promotes the rapid growth of children's clothing consumption scale, but also puts forward higher requirements for the quality of life.

"In the past few years, the phenomenon of homogenization of children's clothing products and the simplification of consumption scenes are more common.

But with the peak of the 90's entering into the period of marriage and childbirth, young parents with higher aesthetic requirements have different needs for children's clothing.

Chen Ming said that the new round of consumption upgrading will bring opportunities to children's clothing manufacturers. At the same time, it will also bring challenges. We must seize the changes in consumption trends, increase the intensity of R & D design, and make children's clothing styles more scenes.

The person in charge of a children's clothing manufacturer in Fujian told reporters that before 2015, a large number of consumers in the three or four line cities below were buying the children's clothing in the light textile market and the clothing market.

But in recent years, the demand for brand is even higher.

In the Internet age, buying clothes online has become the choice of many people, and the clothing market has become deserted.

However, reporters in Urumqi, a number of business super visited found that children's clothing sales office has a lot of traffic, especially some brand children's clothing, children come to try clothes more.

It is understood that for children's clothing market, a comprehensive shopping experience shopping center is an important channel for children's clothing sales, "let the children enjoy the experience of happiness in the purchase process, especially the freshness of new clothes is extremely happy."

The head of a business super Road on the democratic road of Urumqi said.

It is precisely to see the development prospects of children's clothing, and now more and more domestic and foreign clothing brands begin to enter the children's clothing market.

At present, China's children's wear industry competition mainly comes from Zhejiang, Fujian and Guangdong, about more than 20 children's wear brands.

The last piece of cake in the clothing industry

It is understood that the audience of children's clothing market is mainly 0~16 years old age group, according to the price divided into high-end, middle and low-end market.

The children's wear industry started late in China, and is now in the stage of growth. It has the characteristics of rapid growth of market demand and growing space.

But the real sense of domestic brands has not yet formed. The high-end market is dominated by international brands for a long time, and there is no famous brand in China.

"The scale of children's wear enterprises is generally not large, and there are still many problems in OEM, miscellaneous and unlicensed factories, as well as the serious shortage of designers in children's wear enterprises and the serious homogenization of competition among enterprises."

Chen Ming said, "the brand of traditional children's clothing is facing a lot of pressure. Many adult brands extend to the field of children's wear, and the children's clothing business of adult brands is threatening. The brand of children's clothing is not a small impact."

In Zhili Town, Huzhou, Zhejiang, nearly 1.3 children's clothing manufacturers and more than 7000 children's clothing business enterprises have been gathered.

From the beginning, only for offline channels to use Taobao and other e-commerce channels, in 2017, Zhili children's wear online sales amounted to 7 billion yuan.

In Qingdao, the Jimo district government announced that the region will work with the China Textile Industry Federation to build a world-class children's clothing industrial cluster in the first place, and strive to build Jimo into the world's first world-class children's clothing industrial cluster in 5~10 years.

The concentration of Chinese children's clothing market is far less than that of other developed countries such as Britain and the United States.

The market share of children's clothing is decentralized, and the market share and competitiveness of a single brand are limited.

The CIC consultant's report shows that the total market share of the top ten brands of domestic children's clothing is 11.3%.

This also gives small and medium-sized enterprises some competition opportunities.

"The high-end children's clothing industry has not yet formed a strong leading brand, and the market concentration is relatively low. The children's clothing industry has become the last piece of cake in China's clothing industry, and everyone can become the leader of children's clothing market."

The foresight Industry Research Institute analyzed in the report.

"The final decision maker of children's clothing is ultimately not the children themselves, but their parents.

Parents' personalized aesthetics will also be projected onto children. What children wear will often highlight family tastes.

Therefore, more and more young parents are no longer sensitive to cost performance, but more emphasis on brand, design and individuality.

Insiders say.

Author: Wu Duosi