Analysis On The Potential And Characteristics Of Children'S Clothing Market Regulation In China

China's infant apparel has been growing rapidly for several years, and the market has reached 34 billion 800 million yuan, with an average annual compound growth rate of 17.6%. The total market capacity is expected to reach 227 billion 980 million yuan by 2015, much higher than that of the overall market of Chinese clothing.

In the next few years, infant clothing market will continue to maintain a strong momentum of development, change to the direction of branding and specialization, and the market concentration will further improve.

Chinese consumer goods for infants and young children

It is a fast developing market with strong Chinese characteristics. On the one hand, China is in a period of rapid economic development, making the purchasing power and purchase intention of consumers greatly enhanced. On the other hand, China's family planning policy has made the typical structure of urban families 4-2-1, and a child has become the focus of three families (parents, grandparents, grandparents).

With the growth of "after 80" as the main body of new born parents, the consumption potential of Chinese infants and young children will be further stimulated.

Xia Zuwei, an analyst at the banner, said that more and more businesses are aware of the huge potential of the group as the Chinese people's consumer power has risen significantly and the only child is loved by all the stars.

Frost&Sullivan, a US consultancy, published research reports showing that Chinese infant clothing, cotton and daily necessities enterprises will continue to maintain growth momentum. It is estimated that by 2015, the total market capacity can reach 227 billion 980 million yuan, and the annual growth rate will exceed 18% in the next five years. Some people think it is astronomical, and it is also known by the world textile and garment industry.

China is the second largest country in the world with 300 million children, with an average annual growth rate of 16 million.

In 2008, the consumption of children's clothing in China amounted to 50 billion yuan. In 2011, the total consumption of children's clothing exceeded 70 billion yuan. By 2013, this figure will reach 100 billion yuan.

Qi Xun Industry Research Institute, 2014 China

According to the Market Research Report, the Chinese children's wear market in 2013 showed the following characteristics:

1, children's wear brand products are mostly concentrated in Zhongda children (4~12 years old) and baby children (0~3 years old), teenage clothing (12~16 years old) is not much. Over the past two years, enterprises have been paying more and more attention to the extension of children and teenagers.

But for teenage outfits, Adidas is a better brand than other domestic brands.

2, prices are concentrated in high-end.

Chinese brand children's clothing gives people the impression that the price is generally expensive, similar to the price of adult clothes.

The main reason is that at present, the design, workmanship, fabric and adult clothing of brand children's clothing are almost the same, but only a little bit of fabric cost is reduced.

3, domestic and foreign brands account for 50% of the market share, 30% of domestic products have brands, and 70% have no brands.

As a whole, there is no big brand that looks like sportswear and men's clothing.

4, sales channels are mainly department stores, specialty stores, main stores, boutiques, supermarkets, and more than 90% of brands choose to enter shopping malls and stores.

Many brands of children's clothing have begun to develop network channels, and sales growth in the network channel is very fast.

5, in terms of design, children's clothing needs to highlight the times.

To integrate children's aesthetic needs.

Strong personality and self centred have become the main characteristics of children.

Therefore, positioning children's clothing brands with different personalities and subdividing the market is also a way of building children's wear brands.

6, with Adidas, Nike, GAP and other international brands entering the Chinese children's wear market, the domestic children's clothing enterprises will also face a new round of competition abroad with mature market operation experience and strong resources support.

This competition is not only reflected in the price or manufacturing capacity, but also in the overall competition of the brand.

The brand of children's clothing in China also recognizes this.