Diversification Of Children's Wear Industry To Usher In The Shuffle Period

On the one hand is the local children's wear brand Jamie bear, sports brand Anta, fast fashion brand UNIQLO, casual wear brand Semir and other "horse race enclosure"; on the other hand, the tick tack is being bought by PEAK, and the development of the brand such as Mamie Marka and red child is at a standstill stage, and the children's wear industry is having a shuffle period.

At the recent stage, local enterprises invariably act in the market of children's clothing frequently.

A few days ago, Jamie bear's first light luxury experience shop officially opened in China, marking the march of Jemi bear into the new retail market; PEAK's acquisition.

The "bustle" of children's clothing market is not only a local business.

Not long ago, Semir spent nearly 900 million yuan on the acquisition of European high-end children's wear Kidiliz group to further increase children's clothing business.

The ever-changing children's wear market has brought various opportunities and challenges: some brands are getting warmer, some enterprises are not performing well, and the overall differentiation characteristics are more obvious.

PEAK has been bought by PEAK, and the development of brands such as red child has been stagnant.

Children's clothing, the old market "blue ocean", with the entry of many industrial funds, became a "Red Sea" in the past few years.

In the interview, the reporter learned that in the late 1980s and early 90s, the children's clothing industry in Quanzhou began to rise, especially in Shishi. At that time, Quanzhou had Shi Xiaolong, Xiao Tian Tian, Xiao bully, wild leopard and other brands.

After 2000, the industry began to shuffle and form a new first army. Quanzhou brands such as tick, Mamie Marka, red boy, Jamibare and so on have risen and squeezed into the top ten brands of children's clothing in China.

As one of the representatives of Fujian children's wear leading enterprises, Green has won the honor of "China's ten largest children's clothing" and has a high reputation in the market. Due to the unsuccessful listing and poor macroeconomic environment in recent years and other factors, he has been in trouble for many years.

Finally, at the end of last year, Green group was reorganized.

Led by Xu Zhida, general manager of Fujian PEAK group, the Quanzhou longitudinal Investment Co., Ltd., a restructured company composed of entrepreneurs from the Federation of industry and Commerce and the children's wear Association, was filted for 64 million 500 thousand yuan in real estate, movable property and "tick tat" trademark of the two phase Industrial Park of Donghai Bincheng in Quanzhou.

"Tick tick was bought by PEAK, and the development of Mamie Marka, red boy and other brands went into a stagnation stage.

Min Pai children's wear brands have been "horse race enclosure", "grab land", "listing dream" and its terminal growth spurt after a halt, they also hired a high price design, marketing team, bold reform, but ultimately no results.

An unnamed children's clothing industry insider told reporters that the development of traditional Fujian children's wear brands is worrying. He pointed out that there are three main bottlenecks in the traditional children's clothing industry in Quanzhou: "first, the industrial advantages are being cut down."

The traditional Quanzhou children's clothing enterprises are mostly processing enterprises. Their operation is in the traditional wholesale mode and extensive development. They are all at the bottom of the value curve.

The two is the lack of core competitiveness of products, unable to keep pace with the upgrading of the consumer market. R & D investment, upgrading of terminal stores and brand tonality are related to the core competitiveness of products, which is the short board of most traditional children's clothing enterprises.

The three is the lack of industrial reproductivity. The vast majority of children's clothing enterprises extend to the related fields and expand little, resulting in a single form of the whole industry, which has affected the industry's regenerative power and later development.

Recalling the grand occasion of the children's clothing industry in Quanzhou before and after 2000, the industry insiders told reporters, "at that time, the demand for clothing market was relatively simple, and the entire garment industry was in short supply. In the Quanzhou factory where foreign trade was done, many foreigners came directly to the scene to grab goods with a suitcase of dollars."

New pattern of diversified market

Sports brands, fast fashion brands and casual wear brands want to share a cup of cake in the children's wear market.

Because the overall size of children's wear brand in the domestic market is too small, and the industry leader brand has not yet been determined, it has given the sports brand huge market space, coupled with the liberalization of the second child policy and the further expansion of the market. Around 2015, many adult sports brands regard children's clothing as one of the important strategies of the group.

As the local sports brand that pioneered the children's wear market, Anta's ANTA KIDS and FILA KIDS have been doing well.

At present, there are about more than 2000 independent children's wear stores in Anta. It is reported that in 2017, the growth rate of Anta children and FILA children is over 40%, and the proportion of children's business is 10%, which will exceed 10% in the future.

At the same time, Anta continued to improve the layout of multi brand matrix, bought the famous brand of children's clothing brand KINGKOW (Xiaoxiao cattle) in Hongkong, opened the multi brand strategy of children's sporting goods market, covered professional sports to mass sports, from high-end leisure to urban strides, and met the needs of different consumers.

In fact, not only sports brands covet children's clothing industry, fast fashion brands, UNIQLO, ZARA, GAP, H&M, but also casual wear brand Semir, Taiping bird, Metersbonwe, Jiangnan Buyi and so on want to share a cup of soup in children's clothing market.

In 2017, Taiping bird clothing brand Mini Peace achieved retail sales of 1 billion 42 million yuan, an increase of 29.31% over the same period last year, achieving a revenue of 709 million yuan, an increase of 37.48% over the previous year and a gross margin of 52.37%.

Semir's 2017 annual report shows that Semir's children's clothing business income reached 6 billion 322 million yuan, an increase of 26.4% over the same period, accounting for 52.56% of Semir's revenue and gross margin of 41.52%, becoming the main driving force for Semir's development.

It is noteworthy that since this year, Semir has continued to invest heavily in the children's clothing market, making three capital acquisitions, speeding up the development of children's clothing business through brand cooperation and overseas mergers and acquisitions.

Whether Anta or Semir, more and more enterprises have acquired diversified and rich children's clothing brands from the public to the high end through mergers and acquisitions. They have the ability to enter and operate in major Asian markets and other international markets, and have a global supply chain layout.

Wang Zipu, a professor at Capital Institute of Physical Education, said that the children's market has always been an important part of the sporting goods market, especially in the product chain and potential loyal customer groups.

This move from the creation of the children's section of the major sports brands ten years ago to Anta's acquisition of Fiji children and Xiao Xiao cattle, and then to PEAK.

Initial formation of brand tier

China's children's clothing industry has three major sectors, namely, Zhejiang, Fujian and Guangdong. The industry is in a highly dispersed and competitive stage.

It is understood that China's children's wear industry has three major plates, namely, Zhejiang, Fujian and Guangdong, and the 20 Chinese children's ten brands also show from one side that children's clothing is still in a highly dispersed and competitive stage.

In the field of children's wear, Jamie Jiang Weicai, manager of human resources administration, who has more than ten years' experience, told reporters that China's top ten children's wear brands are selected every three years. The selected enterprises are the leading brands of children's wear brands in China.

There are 20 brands of China's ten children's wear brands. The 4 brands of Quanzhou Sheng Ke shoes and Garments Co., Ltd. (Jamie bear), Quanzhou Fujian group (Ta Dita), Fujian Bao de Group Limited (Mamie Marka), red boy and so on are among the top 20 brands of children's clothing in China.

Insiders told reporters, "in the past two years, the brand of traditional children's clothing in Quanzhou is facing great pressure, and many adult brands extend to children's clothing.

At the same time, due to the advantages of adult brand channels, brands and resources, the children's clothing business of adult brands is threatening. The brand of traditional children's clothing in Quanzhou has been greatly impacted. "

Indeed, regardless of luxury brands, fast fashion brands, sports brands are stepping up efforts to layout children's clothing market, children's clothing has become a new hot spot in the clothing industry.

At present, the clothing enterprises that cross border children's clothing are mainly carried out through the way of brand merger and acquisition, so that the market preparation cycle can be saved.

Relatively speaking, clothing enterprises do not have much difference in operation mode, purchase, brand operation and management.

Moreover, the capital of cross-border enterprises is relatively strong and can be quickly laid out and expanded.

Lu Shengzhen, a brand marketing expert, said in an interview with the media that adult or sports clothing brands have some advantages in making children's clothing across the border. For example, the discourse power with the mall will be stronger, and the supply chain of these brands will also be stronger than that of a single clothing brand.

As a sports brand in the layout of the whole industry chain, Anta is making efforts in children's wear.

It has a certain advantage, Anta children related official told reporters, "Anta has a professional sports R & D science laboratory, Anta children carrying Anta sports professional DNA, in children's sports shoes and clothing research and development has mature sports technology support, such as the ice cool technology cool series running T-shirt, not only can absorb the sweat produced by children's movement, keep the body dry, and has the function of absorbing heat, rapidly reduce the body temperature difference brought before and after exercise, with the design of the mint leaf vein cool breathable net, so that it can reduce the body temperature by 2 degrees in 20 minutes of exercise, solve the child's movement and catch a cold, and run away with the disturbance of eczema."

In addition, Anta is a partner of the Chinese Olympic Committee and NBA official market partners. Strong sports resources, advanced brand proposition, cross-border IP support and upgrading and pformation of channels will further boost the development of Anta children.

Jamie bear human administration manager Jiang Weicai said that compared with the development of the whole industry chain of sports brand, many brands of Fujian children's clothing also have advantages.

"Despite the fact that many enterprises and channel providers have seen the development space of children's clothing, they are all getting involved in the field of children's clothing business, but in fact, compared to adult wear, children's wear is more professional in many aspects.

From the quality and design of children's clothing to the interpretation of children's wear brands, enterprises and brands are required to have certain experience in all aspects.

For example, Jamibare has been working in the field of children's clothing for nearly thirty years, witnessing changes in children's clothing market, changing consumer demand, and having a deep understanding of the market.

Anta children responsible person told reporters that the current children's clothing in China

Enter the fast growing period, but the scale of children's wear enterprises is generally small, and the market share and competitiveness of individual brands are limited.

However, the brand structure is also taking shape. Monopolistic National Children's clothing brands and strong regional brands will soon emerge.