Market Analysis Of Children'S Wear And Children'S Shoes: What Is The Operation Of China'S Children'S Wear Market In 2021

According to the analysis of relevant authoritative data, as of the first half of July 2021, the total online sales of maternal and infant related categories reached 95.95 billion, an increase of 4.0% compared with the same period last year. Among them, tmall is still the main sales platform for children's wear and shoes, accounting for 94.7% and 91.7% respectively.

The market of Zhongda children is broad

From the perspective of the whole life cycle of fashion clothing industry, compared with men's clothing, women's clothing, sportswear and other adult clothing industries, children's clothing industry is still in the stage of rapid growth, with obvious market demand growth and large growth space.

According to the analysis of relevant data, from January to June 2021, among all the sub categories of children's wear and children's shoes, school uniform / school uniform customization, children's performance clothing and children's swimsuit occupy the top three places of growth, with the growth rates of 383.2%, 366.1% and 136.7%. Compared with climbing clothes, jumpsuits and other categories, the rapid growth rate reflects the broad development space of China's children's market, At the same time, the demand for delicacy of different wearing scenes and different ages of babies is constantly breaking out.

The industry accelerates to gather to the head, and tests the comprehensive strength of brands, channels and marketing

Throughout the whole shoe and clothing fashion industry, both upstream brands and downstream channels have been accelerating to focus on the head in recent two years. For children's wear industry, compared with milk powder, diapers and other categories with high brand concentration, there is indeed a long way to go. However, since the outbreak of the epidemic in 2020, the children's wear industry has accelerated the process of superior and inferior.

According to the data, balabalabala, Dave & Bella, Anta and other brands are still strong, while the growth rate of several brands is considerable. For example, the growth rate of mini peace, a children's wear brand of taipingniao, exceeded 20% in the first half of the year.

For example, balabalabala, the top brand of children's wear, has been making efforts to fashion its brand, upgrade its external brand image, innovate its interior design, and resonate with new consumers at the same frequency, including the Disney series, Guochao series, CATIMINI, Dunhuang Museum cross-border new products, etc., and the brand logo has been renewed;

Another famous brand of children's clothing, anel, has been emphasizing the development of brand rejuvenation in recent years, and it has been integrated into product innovation, brand marketing and other aspects. Taking the new skirt products launched by annall brand in 2021 as an example, the company has increasingly emphasized individuality and fashion cool, and at the same time, it has combined with multiple KOLs to create brand breaking communication. On the other hand, anel has continued to strengthen the advantages of direct marketing channels, and to create a diversified and convenient shopping experience for customers.

On the whole, with the intensification of industry competition, children's wear enterprises ushered in a new stage of comprehensive strength PK. The online performance of each brand also represents an epitome of the development trend of the industry, and the future children's wear industry is bound to develop towards a more brand-oriented and centralized direction.