Market Observation: China'S Children'S Wear Market Will Exceed 400 Billion Yuan In 2025

  According to the national census data, there are about 245 million children under the age of 0-15 in China, accounting for 17.7% of the total population.

Not long ago, Anta Children officially announced that it has achieved a total of 10 billion yuan in the whole year, which is the first children's brand in the sports industry to break 10 billion yuan, and also a microcosm of the huge potential of the children's clothing market.

Balabala, the largest children's wear brand in China, was founded in 2002; Banna Piglet was founded in Hong Kong, China in 1995; Anil was founded in 1996; Anta Children is affiliated to Anta Group and was founded in 2008.

In addition, Disney children's wear officially cooperated with Tebu in 2007 to enter the Chinese market. PawInPaw, a children's clothing brand owned by Korean Elion Group, entered the Chinese market around 2006.

Around 2000, it can be seen as the initial stage of China's children's wear market. In 2000, China's GDP exceeded 10 trillion yuan for the first time. At the same time, the constant popularization of the concept of eugenics and superior education has made the willingness to consume for children constantly improve, and prepared for the take-off of the children's clothing market.

In 2010, with the gradual liberalization of the two child policy and consumption upgrading, and the popularity of e-commerce in China, the per capita consumption expenditure of children's wear in China has continued to increase, and the children's wear market has entered a take-off stage.

Euromonitor consulting statistics show that after 2010, the growth rate of the market size of the children's clothing industry began to be higher than the growth rate of the overall clothing market, and the gap between the two has become increasingly large. The proportion of the children's clothing market size in the overall clothing market has continued to grow.

On the one hand, with the post-80s and post-90s entering the peak period of marriage and childbearing, China has ushered in the fourth baby boom since 2012. In 2018, the population aged 0-14 accounted for 17.55%; Secondly, the "comprehensive two child" policy was officially introduced in 2015, and the fertility rate rebounded in 2016 and 2017.

On the other hand, the parents of the post-80s and 90s generation, the main force of child-bearing, are generally highly educated, have high income levels, and have updated consumption concepts. They put forward brand and personalized consumption needs for children's clothing; Finally, the "4+2+1" funnel shaped family structure formed after the marriage of the only child accounts for a large proportion in society, and such families have more willingness to pay for children's clothing and sufficient economic capacity.

This has led to a growing proportion of children's consumption expenditure in the consumption expenditure of the whole family, and the consumption of children's clothing is far more than men's clothing and women's clothing.

Euromonitor data shows that the total scale of China's children's clothing industry in 2017 was 179.6 billion yuan, with a compound growth rate of 11.14% in the past five years; The growth rate exceeded that of men's clothing industry by 6.34% and that of women's clothing industry by 4.74%.

Since 2010, all children's wear brands have also seized the dividend of the children's wear market, and the children's wear industry is still in a period of rapid development. According to the data previously released by Euromonitor Consulting, the market size of children's wear in China is expected to exceed 400 billion yuan in 2024, and will reach 473.8 billion yuan by 2025.

It is worth noting that although the children's wear market has developed in China for more than 30 years, it still shows a low market concentration and a state of scuffle.

In 2022, the total market share of the top ten children's wear brands will be only 16.8%, the brand "Balabala" which ranks first in the market share will account for 6.8%, and Anta will rank second with a 2.1% share, Fila、 Uniqlo, Adidas, Nike, Qicaiya, Annelle, Ma Latin, Tongtai and other brands accounted for less than 2% of the market. The market pattern is scattered, and the aggregation effect of head brands is not obvious.