Analysis Of Children'S Clothing Market Gradually Branding Development

"Clothing, food and shelter" clothes can be seen as an important position in the large consumer market.

Relative to what we are familiar with.

In fashion women's clothing market, the development of children's wear market is lagging behind.

The data show that the children's clothing market has a market scale of 100 billion yuan and a production scale of 5 billion yuan, with an average annual compound growth rate of 10.09%, which has become one of the fast growing clothing categories.

It is estimated that the market of children's wear in China will exceed 200 billion yuan in 2015.

In such a large market, from the investment point of view, we find that VC and PE are almost absent.

Qing Ke database shows that from 2008 to now, there were only 8 investment events in China's children's clothing industry. Among them, online (that is, the main retail outlets were mainly online retail), there were children's Library and green box, and the enterprises under the line (mainly shopping centers, stores and other real sales channels) were invested in water enterprises, such as water babies, click tick, Babu beans and so on.

From the clothing enterprises that invested in 2011,

The financing situation is not consistent with its market development.

In 2011, there were 34 investment events in China's textile and garment industry, of which 21 cases were disclosed, with a total disclosure of $305 million, with an average investment of $14 million 530 thousand.

In the same period, only 3 children's clothing enterprises were invested, and the total amount of investment disclosed was only $10 million 100 thousand, with an average investment of $5 million 50 thousand.

Analysis of Qing Ke research center believes that the main reasons for VC/PE's cautious treatment of Chinese children's clothing industry are reflected in two aspects.

First of all, children's clothing market is in the early stage of industrialization, and brand awareness is slightly weaker.

With the continuous upgrading of the consumer industry and the evolution of family composition, the children's clothing market has begun to approach industrialization.

But with women's clothing,

Compared, the brand of children's clothing market is more dispersed, and there is no national leading brand of children's wear.

According to incomplete statistics, 70% of local children's clothing has no brand.

This is undoubtedly a big defect for the consumer category with strict quality requirements.

Secondly, children's clothing market is in a mixed battle, and foreign brands are strong enough to enter.

At present, there are two main competitors in China's children's wear market. One is the professional children's clothing manufacturers, such as Parker, small pig, JOJO, green box and other enterprises. The other is peripheral clothing and apparel enterprises, such as Anta, XTEP, seven wolves, Giordano, Metersbonwe, etc. This part of clothing enterprises have strong ability of raw material organization, clothing production, channel sales and so on, and extend this advantage to children's clothing market, and quickly redesign children's wear market through design reengineering.

But in general, the local children's wear brands are mainly concentrated in the low and middle end market, which is too much for the high-end children's clothing market of "profiteering".

This market is mainly entrenched in famous clothing brands abroad, such as Nike, ADI, and Armani, GUCCI, Burberry and other luxury brands.

In addition, we see that many fashion brands, such as ZARA, H&M and UNIQLO, have stepped into the children's wear market and have achieved good results.

It is generally believed that branding is an inevitable trend in the development of China's children's wear market. It is expected that the children's clothing market in China will be further concentrated in a series of natural elimination and capital operations, and it will be truly large-scale and standardized.

From the perspective of children's consumption market growth, children's clothing market will occupy a larger share, which deserves further attention.