What Does The "Three Child Policy" Bring To The Children'S Wear Industry? It'S Not Just A New Market!

In order to actively respond to the aging population in China, the announcement of fully liberating the "three child policy" after the seventh census has aroused widespread concern and heated discussion in the society.

This policy also made the relevant maternal and child concept stocks active. Gold Rabbi, Meibang clothing and other trading, Chanel, baby room, etc. have followed the rise. At present, the new policy has been announced for more than a month. What feedback does the market have? How do professionals view the impact of "three child policy" on children's wear market?

"Three child policy" heavy attack, for the children's wear industry is undoubtedly good news. Since the implementation of the "single two child policy" in 2013 and the opening of the "comprehensive two child policy" in 2016, many families have increased their children's consumption expenditure, and China's children's clothing industry has ushered in explosive growth. Relevant surveys show that, as the main consumers, the "post-90s" and "post-95" parents spend 20% of the total family expenditure on their children's clothing. In addition, with the impact of the upgrading of the new generation of prospective parents' consumption concept, the trend of gradually increasing children's clothing consumption expenditure will certainly drive the rapid development of children's clothing market.

With the implementation of the "three child policy", practitioners of children's wear industry have said that the prospect is promising. Lin Haoliang, chairman of the board of directors of golden hair Rabbi women and Children Products Co., Ltd At present, continuously upgrading the quality of products and services and improving the consumption experience are the key to face the market competition, and also the key to the long-term sustainable operation of mother and infant brand companies. In the first quarter of this year, Jinfa Rabbi achieved a total revenue of 62.824 million yuan, a year-on-year increase of 19.8%; The net profit attributable to the parent company was 6.839 million yuan, with a year-on-year increase of 812.7%. 　　

Shenzhen anel Co., Ltd The relevant person in charge said that the company will increase the R & D and design of children's wear and promote the brand of "annil anel". At the same time, it will also carry out appropriate expansion and optimization of the product line, timely carry out brand expansion, and actively discuss cooperation opportunities with well-known brands in the market, so as to realize the joint and coordinated development of brands. As an upstream leading enterprise, anel has always been in the forefront of the high-end maternal and infant consumer goods industry, and constantly makes efforts in product innovation, actively leading the high-quality development of the industry. In the first quarter of this year, the total revenue of Chanel reached 62.8243 million yuan, a year-on-year increase of 19.80%; The net profit attributable to the parent company was 6.8394 million yuan. The company is expected to achieve a net profit of 18 million to 27 million yuan belonging to shareholders of listed companies from January to June 2021, with a year-on-year increase of 71.77% - 157.66%.

The policy is favorable and the children's wear track has grown in height, and the industry is generally optimistic about the opportunities of the whole industry chain of children's wear track. According to the data released by Euromonitor, China's children's wear market will be about 229.2 billion yuan in 2020. It is expected that the children's wear market will maintain a rapid growth in the next five years. By 2025, the domestic children's wear market scale is expected to reach 473.8 billion yuan“ "Three child policy" will further stimulate consumer demand for children's wear.

Facing this big cake, in fact Anta, Li Ning, 361 degree, special step And other major domestic sports brands have already begun to involve children's clothing business. Among them, Anta has the highest proportion of sales from children's clothing, with about 27% of Anta's main brand and 10% of Filo, another major brand. In addition, Anta also acquired xiaoxiaoniu, a children's wear brand, in 2017, and launched a multi brand strategy in the children's wear market. In recent years, the slow development of 361 degrees, for children's clothing business also placed high hopes. According to the data, in 2020, children's clothing business contributed 18.4% of revenue to 361 degrees. President Ding Wu of 361 degree said that children's wear has a great opportunity in the future, and should maintain long-term double-digit growth, which is also a plate to help the group become stronger and bigger.

With the arrival of a new wave of birth peak, parents of the "post-90s" and "post-95" children's wear, as the main consumers, have higher requirements on the style and quality of children's clothing products, pay more attention to the quality and characteristics of children's clothing products, whether they have enough brand effect, whether they have unique brand labels, whether they are in line with fashion trends or full of traditional charm, Stimulate children's wear industry to a brand-new era of specialization and personalization.

In fact, there are already companies that are aware of this. A person in charge of a clothing enterprise who did not want to be named disclosed to the reporter that the way of "exchanging low price for market" is no longer feasible. The "three child policy" issued by the state will make the demand of children's clothing market more diversified, which will inevitably lead to the upgrading and high-end of children's clothing consumption, and promote the segmentation of children's clothing market.

In the view of industry insiders, parents of "post-90s" and "post-95" children's wear brands generally put forward higher requirements for the original design, market segmentation, brand positioning, brand image, consumption experience, product quality, brand strength and other comprehensive strength brand concepts, which also makes most children's wear enterprises stand on the same starting line again.

In order to seize the advantage of the "three child policy", Su congbao, chairman of Jamie bear brand According to the concept of "fashion magic children's wear", Jamie bear brand has comprehensively deepened and reshaped the spring and summer 2022 products and brand positioning. In the future, Jamie bear will go to the IP brand route, upgrade products, optimize supply chain management, empower terminals and brand promotion efforts, and display brand image and products with its own super IP image of traffic.

At present, it has become the development concept of many children's wear enterprises to locate children's clothing brands with different personalities, subdivide the market, and customize "fairy tales on the body" for children's clothing enterprises, especially mature brands pay more attention to personalized design. Yeehoo InBev, a leading brand in China's infant and child industry, launched a new brand of yeehoo rainbow this year. It is the first time to extend children's clothing products from newborns to over 3 years old, aiming to create a diversified image and style for children's clothing, and present the personality charm of children's daily collocation. Chief designer of yeehoo rainbow He said that the new brand will not simply pursue the new interest of visual style, but pay more attention to the growth elements and the expression from the heart of children. At the same time, combined with the quality perspective from the heart of parents, the new brand creates a unique high-end aesthetic children's wear in the market.

However, some experts predict that the loosening effect of the birth policy and the upgrading effect of related consumer goods may not be as good as expected in the short term, and this market advantage may not be reflected until 2-3 years later. At the same time, with the increasing competition pressure of foreign brands, the competition among children's clothing enterprises will be further intensified in the future, which is likely to make many clothing companies face greater survival pressure.

In this regard, Samma clothing It also said that while the company's children's wear market shows the characteristics of rapid development, many clothing brands have entered the children's clothing market, and the intensified market competition may bring uncertain risks to the development of SEMAR's children's clothing business. The rise of raw material prices may also make SEMAR face the situation that the face-to-face auxiliary materials can not be supplied in time and the procurement cost is rising.

Facing the challenge and upgrading of the "three child policy", Zhou Ruxiang, CEO of Guangzhou qierzhi Enterprise Management Co., Ltd It is believed that leading companies with strong brand power, guaranteed quality and good consumer reputation are expected to continue to benefit and further lead the accelerated development of children's wear industry.