China Children'S Wear Market Status And Market Size Forecast In 2021

China's children's wear market developed in the early 1990s, and the issuers were the earlier enterprises engaged in specialized brand operation of children's clothing in China, which started later than the whole international children's wear market. With the improvement of people's living standards, the public demand for children's clothing has begun to show a diversified trend. Domestic children's wear brands are gradually rising, and overseas children's clothing brands have entered the domestic market. However, compared with men's and women's wear, the overall development of children's clothing market in China is still at a low level.

In the long run, the policy of encouraging childbearing will ensure that the number of new born babies will remain at a high level for a long time. Driven by the improvement of residents' consumption expenditure ability, the full liberalization of three children in China, the post-80s, post-90s and post-00s entering the stage of marriage and childbearing, the total retail sales of children's clothing market in China will further increase. China Business Industry Research Institute predicts that the market scale of children's wear in China will reach 292.6 billion yuan in 2021.

Data source: Euromonitor and China Business Industry Research Institute

Compared with European and American countries, China's per capita consumption expenditure on children's wear is relatively low, and there is still much room for growth

From the perspective of development stage, China's children's wear industry has the characteristics of rapid growth, intensified competition, segmentation demand began to appear, consumers began to be driven by various factors such as brand and quality, and so on. The main reason for the large gap of per capita expenditure between China and overseas is that there is a certain gap in per capita income level. Overseas children's wear has a more differentiated and specialized demand, which drives the further improvement of product unit price and consumption frequency. With the continuous improvement of China's residents' income level, the children's clothing industry will further realize branding, specialization and diversification. The per capita consumption expenditure of children's clothing in China will continue to rise, and the scale of children's clothing market will be further expanded.

Shopping center stores and e-commerce are rising rapidly, and gradually become the main expansion type of brand children's wear channel

Shopping Center store is a brand store in the shopping center. Shopping center is a kind of one-stop super shopping platform that integrates various retail stores and service facilities in a building or an area, and usually contains dozens or even hundreds of service places, which can meet people's daily shopping, entertainment, catering and other needs. It emphasizes from the life situation, shopping experience, to stimulate consumer awareness and shopping behavior. The construction of shopping center in China started late, started in the early 1990s, but in recent years, it has developed rapidly.

In terms of online channel, with the development and popularization of Internet technology, especially mobile Internet, and the rapid development of logistics industry, online channel has become an important sales channel for enterprises to explore the market. Online channel has the advantages of reducing intermediate links, timely transmission, feedback of consumption information, no business time limit, no business area limit limit, and can adopt accurate marketing strategy. Enterprises can collect information in time, optimize sales management, warehousing and logistics management, production design and so on.

The offline channels have gradually expanded from the first tier cities to the second, third and fourth tier cities and counties

In the past decade, the first tier cities are the main consumption areas of brand children's clothing. With the continuous advancement of urbanization, the continuous improvement of per capita income and the branding of infant and child consumption, the offline channels of brand children's clothing enterprises have gradually expanded to the second, third and fourth tier cities and counties, and young consumers in third and fourth tier cities and small towns have become the new engine of consumption growth. With the further promotion of regional coordinated development strategy and the deepening of urbanization process, the income and consumption capacity of counties and townships and the third and fourth tier cities have increased, the outflow of population from the third and fourth tier cities has accelerated, the consumer groups have steadily expanded, and the consumption potential will be further released. With the increasing demand for branded children's wear, children's wear brands, especially domestic children's wear brands, will rapidly sink with the help of brand exclusive stores. The low-grade children's wear without brands or small brands originally occupying these markets will be gradually replaced by well-known brand children's wear.

Children's wear industry has certain seasonal and regional characteristics

China has a vast territory, climate differences and regional differences in living habits. The requirements of clothing function, comfort, warmth and fashion are slightly different between the South and the north. Moreover, there are cultural differences in different regions, which requires children's clothing enterprises to pay attention to regional differences in clothing style and design. With the change of seasonal climate, clothing industry presents obvious seasonal characteristics. Generally speaking, due to the difference of fabric material, thickness and length, the sales unit price of autumn and winter clothing is usually significantly higher than that of spring and summer clothing, and the sales volume of autumn and winter clothing products of enterprises and industries is generally higher than that of spring and summer clothing. At the same time, the market demand for autumn and winter clothing category is more, so the total sales volume in autumn and winter is generally higher than that in spring and summer.