Children's Clothing Business Into Clothing Brand Gold Absorption Weapon

According to the June retail statistics released by the National Bureau of statistics, China

The market continues to slump.

When the garment industry is depressed, many enterprises are opening up.

Business, whether or not

Giants, local sports brands, or leisure tide cards, children's clothing business has become a gold rush weapon they want to grab.

According to the insiders, with the dynamic growth of social population, the improvement of people's consumption ability and the maturity of brand concept, the market potential of children's wear is full.

In order to expand more extensive customer groups, multi brand matrix strategy has become the general trend of domestic apparel group, and children's clothing business has become an important part of the matrix.

In addition, the bonus policy of opening two children has also boosted children's clothing as a new engine of growth for garment enterprises.

After experiencing the two test run with the children's wear brand, Lining set up the children's clothing department last year and is now in the testing stage.

In the same period, Lining and Tencent QQ jointly released a child intelligent positioning shoes, from the perspective of smart wearable devices to force children's clothing.

In the spring 2018, the Li Ning Co announced that it will launch its own children's wear brand Lining YOUNG in January 1, 2018. It is estimated that the number of shops will be around 500 next year, and more than 60% will be distributed in two or three line cities.

Market analysis believes that due to the excellent functional design of sports brand, consumers are more trusting of sports brand children's wear line, so the launch of children's clothing by sports brand has "congenital" advantage.

In the current children's wear market, there are many market share of children's wear brand is precisely from the sports brand.

According to a 2015 China business association data, Adidas and Nike's children's wear line ranked second and third, while domestic sports brand Anta ranked sixth, and the market composite occupancy rate was 1.94%.

In addition to the new sports brands that have taken the lead in China, the brand of fashionable women's clothing, such as Jiangnan Buyi and MO&Co, has begun to set foot in the children's wear market.

Jiangnan Buyi children's wear series appeared in Hangzhou for the first time in the form of a separate counter in 2013. The Jiangnan cloth clothing brand leader said in an interview with the media that the main reason for the introduction of independent children's clothing was the good performance of the "women's clothing + children's wear" mix and sale. Less than half a year, the sales of children's clothing series accounted for 10% of the total sales. In the second half of last year, the growth rate of children's clothing in the south of the Yangtze River was nearly 60%, far exceeding the growth rate of men's wear and women's wear.

MO&Co also followed the launch of the children's clothing brand little MO&Co.

It is understood that the motivation for MO&Co to launch children's clothing brand is mainly the implementation of multi brand matrix strategy by parent company EPO group. It hopes to create a multi dimensional brand synergy effect through fashion, beauty makeup and children's clothing to attract more large consumer groups to meet different consumer needs of different age groups. At the same time, it can extend the brand's design style to children's wear lines and play a synergistic effect.

It is noteworthy that the increasingly popular market for children's clothing is also facing more intense competition.

Semir clothing, which is located in the head of children's clothing industry, has begun industrial upgrading. It has not only Barbara, but also launched a 0-7 year old children's one-stop full category clothing category in 2013. It has many dream brands, and the introduction of Italy luxury children's wear brand Sarabanda's sales in China. The ultimate goal is to build children's whole industry chain.

In addition, from Givenchy to Gucci and Fendi, these brands, which once belonged to the adult world, poured into the children's clothing market.

Industry analysts believe that for many years, children's clothing is always ignoring development opportunities and continuous homogenization of products. It was once a market focused on quality but not fashion. At present, the market is occupied by the two camps: on the one hand, the independent children's clothing brand itself; on the other hand, it also makes men's and women's wear brands, and distributes children's clothing through their channels, so they often mix and sell all kinds of products in their boutique.

According to the world clothing shoes and hats net, the children's wear market increased by 5% in 2016 compared with the same period last year, reaching a sales volume of US $203 billion 400 million.

In view of the global trend of low birth rate, Ou Rui analysts believe that children's clothing prices are relatively low compared with men's and women's garments, and parents will be more willing to spend money on brand children's clothing in the future.

When analyzing the reasons why children's clothing market is so hot, there are also insiders who say, "compared with the fierce competition, many parents are more willing to spend money on clothes when they buy their children". Higher profits and broader market space are the key to attracting many adult brands to enter the children's clothing area.

At present, many clothing brand children's clothing business revenue has been higher than the main business, taking 360 degrees as an example, according to its latest spring children's clothing orders, 31% brand children's clothing 2018 spring orders reached double-digit growth, since the first quarter of 2015, 13 consecutive quarters of improvement, children's clothing business is currently the group's independent business.

321 degrees indicated that the sector will become the bright spot of group growth in the future. The two child policy, parents' late childbirth, late childbirth, and stable financial situation will promote the fast growth of children's wear market.

In addition, the stability of children's clothing business has its own stability. Due to the rigid demand of children's clothing, the growth of children's clothing market is not affected by economic fluctuations, and the high-end children's clothing market has more potential.

According to the relevant forecast data, the size of China's children's clothing market increased from 2011's RMB 82 billion 700 million yuan to 157 billion 100 million yuan in 2015, with a compound annual growth rate of 17.4% during the period, showing that the children's wear market is booming and has potential in the future.

Market analysis believes that in view of the strong development momentum of high-end and medium end children's clothing brands, the per capita clothing expenditure of Chinese children will increase more rapidly in the short term. The implementation of the two child policy is expected to become a driving force for the sustainable development of China's children's wear market.

Therefore, the average clothing expenditure of newborn babies is expected to increase, especially in the richer families in the more developed cities.

More interesting reports, please pay attention to the world clothing shoes and hats net.