In recent years, the "Cure Series" of cute children on the screen by parent-child programs, not only set off the trend of the whole people to create cute children, but also heralded the advent of the cute children's small era. Whether it is fast fashion brands, sports brands, or luxury brands, have entered and expanded the field of children's wear, competing for the big cake of the children's wear market.

Industry insiders believe that major brands have bet on children's clothing, "the market is large, high profits, and the competitive pattern has not yet been finalized" is the main reason.

In recent years, the size of China's children's wear market has maintained a growth of more than 20%, and the relaxation of the two-child policy has given the children's wear industry a shot in the arm. The size of the children's clothing market will expand because of the birth of the second child, and the market prospect is considerable.

phenomenon

At present, autumn and winter clothing in the mall have been listed, and children's clothing brands are also busy. ZARA, H&M, GAP, Adidas, Nike... Whether it is fast fashion brands or common sports brands, children's wear has become an indispensable section in these stores.

Uniqlo, the casual apparel brand owned by Japan's Fast Retailing, has announced that it will significantly expand its range of children's clothing and increase the number of stores selling children's clothing starting this fall and winter.

Although the problem of fewer children in Japan is becoming more and more serious, Uniqlo hopes that everyone who comes to shop with their families can have enough choice. Uniqlo's range of children's clothing this autumn and winter has reached about 450 kinds, an increase of more than 50% over last year, and the number of stores selling children's clothing will be 1.6 times that of last year.

Uniqlo's children's clothing has always been centered on the use of both men and women, and the "insufficient commodity structure" has become a point of criticism by the outside world. Uniqlo's expansion of children's wear has greatly updated whether it is color, material or style choice, and hopes that children's wear can become the "third pillar" after men's and women's wear.

Previously, Semma Apparel improved the investment and strategic position of the children's clothing business, and the product line was expanded to the 0-3 year old baby and child market, increasing the retail area of 0-3 year old baby and child clothing. Li Ning entered the children's wear market with a new management team and brand logo, and released the development plan of Li Ning children's wear in the next 5 to 10 years. Anta is actively expanding the scale of its children's sporting goods business.

Luxury brands also love babies

In addition to the above brands, luxury brands are not outdone, accompanied by a large number of cute "explosive" baby, high-end children's clothing and children's products market is showing a rapid development trend.

Dior, Burberry, MarcJacobs, PaulSmith, Gucci, Fendi and other fashion brands have successively entered the field of children's wear, and some brands have begun to layout children's wear retail networks in China to compete for the market of high-end children's wear and children's products. Taking Dior's baby brand "BabyDior" as an example, although children's wear currently accounts for only a small part of its income, with the development of the economy, the future luxury children's wear field will have a more obvious growth.

When it comes to luxury goods, people's first feeling is luxury, fashion, noble. In recent years, however, many luxury brands have targeted the children's market. In high-end department stores in fashionable cities such as Beijing and Shanghai, the luxury children's clothing counters are very eye-catching.

Babies born to high-income families in big cities are the main consumers in the emerging luxury market. The parents of these families are big fans of luxury themselves, and they are willing to spend money on the next generation.

A post-80s "fashionable mother" said that she was originally a Dior brand enthusiast, and after having a daughter, going to the major luxury children's clothing counters to buy the latest products has become a part of daily life.

While infants and toddlers don't understand luxury goods, their parents do and are willing to pay a lot of money to set their children apart from others.

The relaxation of the two-child policy has helped the market recover

From the financial reports released by major clothing brands this year, it can be found that the children's clothing plate has become the biggest driving force for clothing companies to recover the warmth. Industry insiders believe that major clothing brands have bet on children's clothing, "the market is large, high profits, and the competitive pattern has not yet been finalized" is the main reason. With the arrival of the two-child baby boom, the consumer demand in the children's wear market will continue to rise, and the competition between domestic and foreign clothing brands will become increasingly fierce.

In recent years, the size of China's children's wear market has maintained a growth of more than 20%, and the relaxation of the two-child policy has given the children's wear industry a shot in the arm. Industry insiders said that the size of the children's clothing market will expand because of the birth of the second child, when the per capita spending power of children will be increased by about 3 times, and the market prospect is considerable.

According to the "2012-2015 children's wear industry report" released by the National Bureau of Statistics, the annual growth rate of the total output value of the children's wear industry can reach 25% to 30%, and it is expected that by 2015, the market capacity of China's infant clothing cotton products and daily necessities will reach 227.98 billion yuan.

The number of births reached its peak in 2010, with an annual increase of 20,000 to 30,000 in the following years. The results of the sixth census of the National Bureau of Statistics show that there are 220 million children aged 0-14 years, accounting for 16.6% of the total population.

It can be seen that with the rise and expansion of the children's market, the clothing industry is bound to set off a earth-shaking competitive trend in the next few years.

Children's clothing line long profit quite high

Some insiders pointed out that the profit of children's clothing is higher than that of adult clothing, and the product line is relatively long, from 0 to 10 years old or even more than 10 years old, all belong to the category of children's clothing. The average gross profit margin of the children's wear industry is 60%, the gross profit margin of some international children's wear brands can reach 200% or even 300%, and luxury children's wear is a high premium industry.

Under the temptation of strong market demand and huge profits, a number of luxury brands began to get involved in the field of children's wear.

Industry insiders also said another reason: basically in recent years, the brands that have opened up the children's wear market are the brands that today's young people love, such as H&M, ZARA, Uniqlo and Nike, Adidas and so on.

The post-80s generation has gradually become "new" parents, who like to pursue brands.

"Why doesn't a smart brand extend its loyal customer base all the way to children's wear in a counter and a store?" This cycle can attract a whole family to buy clothes from the brand." This statement in a fast fashion brand store has been confirmed, the sales staff said that the parents who generally buy children's clothing here are young people, and "in general, they will not only buy children's clothing, children's clothing, men's clothing, women's clothing can pull each other." It can be seen that all kinds of adult fashion brands, which have a reputation for fashion design, have become a shortcut for young parents to buy children's clothing.

Industry insiders believe that although the children's wear market potential is huge, but has not yet formed a complete competitive pattern, China's high-end children's wear industry has not formed a strong leading brand, market concentration is relatively low, children's wear industry has become the last piece of cake in China's clothing industry, who may become the leader of the children's wear market.

At the same time, compared with adult clothing, the production process of children's clothing is more complex, the process is longer, many brands of children's clothing in order to reflect the children's interest, in the design of embroidery, applique, printing, stitching, Mosaic and other processes, and these processes are very time-consuming, labor consumption, increase the manufacturing cost, which will be a severe test for small and medium-sized enterprises.

The requirements of all aspects of children's clothing fabrics and adult clothing fabrics are very different, in addition to feel more comfortable, in environmental protection, safety and other requirements are more stringent, and add some functional indicators, such as moisture absorption and sweating.

With the improvement of living standards and the change of consumption concepts, parents pay attention to the quality of children's clothing, but also the style as an important selection criteria, for children's clothing consumption demand has also been from the basic practical type to the style of beautiful fashion change. Compared with adult clothing, the popularity of children's clothing is relatively slow.

The industry believes that at present, although some brands occupy the right time and place in the children's wear market with high-quality fabrics, but in order to really gain a foothold, we must start from improving the level of the enterprise itself, touch the practical needs of downstream children's wear enterprises, keep up with the pace of their development, and constantly innovate the product.

In the past two years, China's children's wear has developed very fast, which is another new development direction after women's wear and men's wear, which is also a reflection of the change in people's life consumption concerns. The replacement cycle of children's clothing is short, the market size is large, and the profit is high, which is also the reason why many adult clothing brands began to get involved in the field of children's clothing, and the children's clothing market will form a white-hot competition pattern in the next few years.