"Excellent" And "Danger" Behind The Effluent Of Hundreds Of Billions Of Children'S Clothing Market

In recent days, "childish" related content frequently boarded micro-blog hot search, triggering hot debate among netizens, becoming one of the hottest topics in the near future.

With the "child model" being pushed to the cusp of public opinion, the industrial chain and supply-demand relationship behind it have also become the focus of public discussion.

It is worth mentioning that the child mold training institutions are hot, pulling out a little-known children's clothing market worth hundreds of billions of dollars.

Children's clothing market "war" four

Compared with adult clothing, China's children's wear industry started late.

With the upgrading of the economic level and the change of household consumption habits, the professional children's clothing in China began to appear around 1990, and entered a fast growing period in recent years.

According to the relevant data, the scale of children's clothing market in China has shown an overall growth momentum. In 2017, the market size was 159 billion 700 million yuan. It is estimated that the average annual compound growth rate will be 8.05% in five years (2017-2021), and the market scale will reach 217 billion 700 million yuan in 2021.

Under this background, many garment brands have been fighting for battle in the domestic children's wear market by creating sub brands or mergers and acquisitions.

Casual wear brand Semir launched the acquisition of French children's wear group Kidiliz, domestic children's wear brand Cocotree and so on, expanding the children's wear business line; the American fast fashion brand Gap bought the high-end baby clothes brand JanieandJack of golden baby, promoted the high-end children's wear field; Anta, Lining and other mobile brands increased efforts to expand children's clothing category; the designer brand led by Jiangnan cloth dress also began to cut into children's wear field, and further divided the children's clothing layout.

At the same time, the luxury brand that had been launched early in the international children's wear market has not disappeared.

Givenchy joined hands with CWF2017 to launch children's wear line in autumn. Gucci and Japanese artist Higuchi Yuko jointly launched the theme children's wear series.

Whether domestic or international, children's wear market is not busy.

As a demand for children's clothing market, it has clearly become a new place for many clothing brands to seek growth.

Behind the rise of children's wear market

"Now a casual dress is worth hundreds of yuan, some even more than 1000 yuan, more expensive than adult clothes". Apart from parents' Tucao, there are many netizens on the Internet frequently discussing "why children's clothes are so expensive" and so on.

Along with the layout of the big enterprises, children's wear is coming to the industrial upgrading. The trend of children's wear is becoming more and more obvious.

It is reported that MassimoDutti, a girl's long A word dress, sells for 350 yuan, and the most expensive children's down jacket is 1390 yuan.

According to the data of China children's industry center, 80% of the children in the family account for 30%~50% of household expenditure, and the average household consumption of children is 17 thousand ~2.55 million.

The high price of children's clothing does not seem to affect the impulse of parents to buy and buy. Instead, it becomes the embodiment of brand, design sense and individuation of new generation parents.

Tracing the underlying causes is nothing more than the following effects:

On the one hand, the growth of the adult clothing market is slowing down and the trend is becoming saturated. A large number of enterprises are beginning to get involved in the children's clothing format.

On the other hand, with the development of the national economy, the income level of our residents has been rising.

As the main fertility group, the 80 and the 90's pay more attention to the concept of childbearing and childbirth. More and more young parents are no longer sensitive to cost performance, but more emphasis on brand, design and individuality.

At the same time, 80 and 90 are mostly single children. The family structure after childbirth is often "6+1" or "6+2". The wealth accumulation of the two generation provides a solid backing for children's consumption expenditure.

In addition, the comprehensive "two child" policy, which has been implemented since 2016, is also good for children's clothing market.

Challenges and future of children's clothing market

With the entry of many industrial funds, the "blue ocean" of the past market has been "red" for several years.

After a low-key brewing, some people broke out of the soil, but most of them burst out after shouting and shouting.

Under the market dividend, children's clothing industry is also facing challenges.

Lack of R & D design

The serious homogenization of products is the main problem facing the children's clothing industry in China.

Apart from adult clothing extending some children's clothing with specific style, or specifically for a certain age dress, most brands copy each other and imitate seriously, and the brand image is not outstanding.

Overall quality is low.

Compared with adult clothing products, consumers pay more attention to the comfort and safety of children's clothing, and the safety and comfort of fabrics and printing materials become the focus of attention.

In addition to a small number of head enterprises, due to lack of funds and low level of equipment, the quality control of small and medium enterprises has led to the low overall quality of our textile children and infant clothing products.

Channel competition

Because of the particularity of children's experiential consumption, the terminal has become the key link of direct dialogue between children's clothing brand and consumers after the operation route and brand development.

From multi brand collection shops to specialty stores, to department stores and shopping malls, excellent geographical location, good atmosphere and innovative experience service have become the must kill skills for children's clothing industry to cope with terminal competition.

At present, China's children's wear industry is still at a stage of growth and development, and has a certain gap with the mature market. However, from the perspective of industry growth rate and future industry development opportunities, China's children's wear market has great potential for development.

As the industry pforms from extensive to large-scale and meticulous, China's children's wear market will become mature and the trend of branding will become more obvious.

For practitioners, finding their niche and advantages, promoting the upgrading of consumer consumption in the industry, enhancing brand awareness and market share will be the key to brand differentiation competition and market advantage.