Children'S Shoes, Tmall Shoes, Who Is The Overlord?

According to the data of maternal and Infant Research Institute, in 2019, the size of Q2 mother infant related category bus reached 67 billion 220 million, an increase of 20.8% over the previous period. The data integrated Tmall, Taobao, koala, Suning, poly America, Gome six platforms online data, overall, Tmall sales reached a maximum of 34 billion 880 million. It is worth mentioning that in 2018, the sales of Taobao platform in Q2, mother and baby category were higher than that of Tmall platform, and Tmall exceeded Taobao in 2019, becoming the largest platform for sales.

Tmall and Taobao divide children's wear online market

Focusing on children's shoes is the largest market category, reaching 24 billion 940 million, an increase of 16.1% over the previous period. On the major platforms, Ali is the only one who has children's clothing. Taobao surpasses Tmall in a small advantage, becoming the largest online platform for children's wear.

Tmall accounted for 49.2%, Taobao accounted for 50.5%, koala accounted for the remaining 0.3%.

According to the data platform monitoring of mother infant research institute, the sales volume of children's clothing in Taobao in 2019 was 27.7, 12.9, 28.5, 33.6, 31.3 and 33.7 respectively, totaling about 16 billion 770 million yuan.

In 2019, sales of Tmall's children's clothing were 36.7, 10.4, 26.3, 31.7, 34.1, 28.2 and a total of about 16 billion 740 million yuan.

Taobao's growth rate is slowing down and Tmall is catching up.

In the statistics of the six major platforms, children's shoes are the largest in Taobao, but the Q2 growth rate slowed down in 2019, and the growth rate was -3.2%. In contrast, Tmall's growth rate was relatively fast, with a growth rate of 46.1%. Tmall and Taobao, which have almost the same sales volume, will change with the growth of Taobao and the rapid growth of Tmall.

Children's clothing is the largest and fastest growing in subdivision category. Children's shoes Tmall takes the advantage.

In the subdivision category, according to Euromonitor, the market size of children's shoes in China has maintained a relatively good growth rate in recent years. 2014~2017 China's children's shoes market scale composite growth rate of 9.97%, lower than the same period children's clothing market scale compound growth rate of 2.25PCT. In 2017, the scale of the market was 53 billion 165 million yuan, 29.60% of the children's clothing market, so the size of children's shoes was about 30% of the children's clothing scale. Children's shoes market is smaller than children's wear market, and the scale of children's shoes online is different from that of children's wear in Tmall Taobao. Tmall occupies an absolute advantage in children's shoes market.

TOP10 brand Tmall Taobao is equally important, only a pure "Amoy brand".

According to the Institute of maternal and child research, the growth rate of Q2 TOP10 brands has slowed down in 2019. In 2018, the growth rate of nearly 90% of the Antarctic Q2 in 2019 also dropped to 57.5%, but overall, the major brands are in a steady rise.

Balbara, which has always been number one, is not very large in the proportion between Tmall and Taobao. On the whole, the proportion of TOP10 brand in Tmall is much higher than that of Taobao. Take Anta as an example, Tmall accounts for 96.6%. But there is also a pure "Amoy brand" in TOP10, Chen Chen Ma, whose sales are all in Taobao, relying on Taobao platform to get the fourth place of online sales.

Updated black horse list update: BOBDUG house, Zara...

In the 2019 Q2's brand data, a number of black horses have sprung up. The growth rate of BOBDOG House reached 236.5% at the rate of growth of 234%, followed by Zara growth rate of 234% in second, and the growth rate of 134.5% in North Korean pile, ranking third, while the number one Mini Balabala ranked the best in 2018, but in 2019, the growth rate of Q2 was only fourth.

BOBDOG house is a subsidiary brand of Babu bean, and has a high reputation in the two or three tier cities, with its mid end price going deep into consumers. The dark horse brand has overturned its previous rankings. Apart from domestic brands, there is also a traditional foreign fast fashion brand that relies on children's clothing to emit the "second spring" - Zara. In the fast fashion decline today, Zara in the field of children's clothing rapid rise, the strategic focus behind whether there is any adjustment?

TOP10 manufacturers, domestic manufacturers have obvious advantages and single brand mode.

Children's shoes are 2019 Q2, TOP10 manufacturers share 9%, domestic manufacturers have obvious advantages, 7/10 is the domestic group, Semir share is the highest, reaching 2.6%, leading second, 1.6% of the Antarctic. The majority of TOP10 brands are single brand models.

Domestic brands contribute most to sales, while Spanish brands grow fastest.

The current situation of children's wear market in China: local brands are dominant and embrace growth. Among the more than 4000 brands, the majority of children's wear brands are made in China, and their contribution to sales is also the largest. It is worth mentioning that, although the proportion of Spanish brands in sales is relatively small, but the fastest growth rate, up to 195.7%, does not exclude the growth rate of Zara children's clothing soaring.