With the introduction of the "two-child" policy, the number of newborn babies in China has started a high-speed growth model, and the spending power of the main target users in the children's wear market is also constantly escalating. At the same time, the proportion of parenting groups after 80 and 90 continues to increase. The group that is more willing to dress up children has also greatly promoted the consumer demand for children's clothing. The children's wear market is indeed burning, but at present, the industry in our country has not yet been formed, which has also attracted International brands are eyeing this "fertile ground".
The cake is big but domestic brands can't eat it
The children's wear market mainly covers the dresses of people aged 0-14 years old. According to differences in age and height, related products can be subdivided into infants and toddlers aged 0-3 and older children aged 4-14. They can be classified according to product type. Coveralls, coats, pants, T-shirts, shoes, etc. Compared with men's and women's wear, China's children's wear industry started late.
With the changes in the consumption habits of children's wear in our country's families, domestic professional children's wear enterprises generally began to develop after the mid-1990s. From the perspective of the industrial life cycle, China's children's wear industry is still in the growth stage, with the characteristics of rapid growth in market demand and increased room for growth.
(China's children's wear market is still in the growth stage - the picture from China Industry Information Network)
In recent years, the scale of children's wear in China has continued to expand, and it has maintained a relatively high growth rate. Under the background of the sluggish demand in the large environment, especially in the growth of the adult apparel market and the saturation of the men's and women's apparel market, the rapid growth of the children's wear market is particularly bright and has become a new growth area for the development of the apparel industry. .
(The children's wear market maintains a relatively high growth rate compared to adult wear - images from China Industry Information Network)
According to public information, China's children's wear market reached 137 billion in 2015, with an increase rate of 8%. With the opening of the second-born child and the upgrading of consumption, it is expected that the market size will exceed 150 billion by 2017.
The data is very good, but from the existing "leader" in the children's wear industry, it can be seen that China's children's clothing industry "growth" problem. In the middle of 2016, the China Textile and Apparel Industry Association, the China Soong Ching Ling Foundation and other departments jointly judged the top ten Chinese children's clothing brand enterprises in 2015, as shown in the following figure:
It can be seen that most of these children's wear brands have not yet gone out of the country. At present, only Piggy Banner, Parklane, and Barbara, who is about to enter Saudi Arabia, have rushed into the international market. In addition, although it is clear that age stratification can help brands perform smoother sales work, some brands still do not clearly indicate the age range of children's wear. In other words, the huge demand for children's clothing market has not been fully satisfied.
At the same time, there is also a lack of representative brands in the high-end children's wear market. Previously, a survey of children's luxury goods showed that 60% of Chinese luxury consumers said they would spend more than 3,000 yuan a month to buy children's luxury goods, which also indicates that China's high-end children's clothing market is very large.
"Eyes" international brand ran to "do things"
As China's children's wear market has a large chance and is still in a stage of growth, some sleek international brands have come to seize market share.
GAP, the American clothing brand that benefits from the Chinese children's wear market, also took action. The brand entered the Chinese market in 2010. Although its adult outfit is facing great challenges in the global market, the children's wear business has performed quite well. It is understood that Gap's share of the Chinese children's wear market has increased from 0.1% in 2010 to 0.6% in 2014, ranking seventh in market share in 2014, and it is also the only foreign fast fashion brand that has entered the top 10 in the Chinese children's wear market.
In addition, in China's high-end children's wear market is still relatively blank, in fact, many industries have a default rule, as long as there are no mature brands in the industry to do it, the new brand will have the opportunity. Therefore, with different segments of the international children's wear brands entering China, on the one hand this will help promote the development of China's local children's wear brand, on the other hand will also accelerate the breakdown of China's children's wear industry.
The children's wear market on the international stage still eats meat
It is not just China. The children's wear industry in the international market has also been active recently. In addition to British fashion e-commerce Boohoo, British clothing brand Ben Sherman, etc. will gradually launch the children's wear department, there are also some international big coffee brands, and even star designers have begun to eager to try in the industry, gearing up.
It was learned that Riccardo Tisci, the creative director of the French fashion brand Givenchy recently announced that the brand will launch the children's wear line in the autumn of 2017 and formally enter the field of children's wear. Products will include baby clothing under 3 years old and boys and girls 4-12 years old. In terms of price, it continues the brand's original positioning, with T-shirts between 90 Euro and 100 Euro, and skirts over 150 Euro, while the coat price is around 300 Euro.
In fact, Givenchy earlier tried the design of children's wear products, but it was limited to the children of some European and American big names. After being critically acclaimed on social media, this time it was finally time to enter the children's wear market "in a serious manner."
At the end of October, British star designer Victoria Beckham collaborated with Target retailer Target, the United States, to test the water children's wear market. It is reported that the new joint series will be launched in April next year. The series will have more than 200 single items and will include girls and infant clothes. These products are priced between $6-$70 and will be sold to global consumers at Target's offline stores and Victoria Beckham's official website.
The children's wear market in the international arena is also full of vigor and vitality. It will be obvious to those brands that have been agitated. However, despite the fact that there are so many brands to seize the children's wear market, it is still unclear how much can be achieved. What is certain is that the children's wear market is still a blue sea, both internationally and domestically.
Source: China Children's Wear Industry Network
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