With Another Wave Of Baby Boom Coming To &Nbsp, Chinese And Foreign Shoe Brands Joined The "Children's War Group".

8000 yuan Dior mini dress, 5000 yuan Armani thin shirt, 5000 yuan D&G Jeans Nearly 1000 yuan Nike sneakers... Little children's wear and pair of children's shoes, which cost thousands of dollars, are nothing new. Even so, brand children's clothing is still popular among high-end consumers in large and medium-sized cities. As the children's Day is approaching, many parents are busy choosing holiday gifts for children, and children's clothing market is booming again.

Clothing industry observers pointed out that in recent one or two years, children's clothing is the fastest growing category in the clothing market, and even has a sales brand with annual sales of over 1 billion yuan. Although the number of children's clothing brands is far less than that of adults. Clothing brand But according to the long-term demand, there is still much room for growth in children's wear market.

investigation

Parents' "bad money" is the most important material safety.

On the occasion of the children's day of June 1, the reporter visited many clothing brand stores in Guangzhou. Adidas, Nike, Zara, UNIQLO, and many other brands of children's districts all appeared hot sales scenes. "Green" material clothing, safety material custom shoes are the most popular varieties of children's clothing, and a clear safety inspection label becomes the primary requirement of parents for brand children's clothing.

"The safety of children's clothing is the most important. Most of the brands that can enter a large shopping mall have a high reputation, and the quality is guaranteed, which is more reassuring. I definitely don't buy clothes for children at street stores or online because their safety is difficult to guarantee. For most parents like buying foreign trade products or shopping online now, Ms. Chen, who is shopping in Tianhe City, resolutely disagrees.

Mr. Huang, who bought children's T-shirts at Nike store in Beijing, said: "the children are delicate skin, and always like to put their clothes or shoes in their mouths. For safety reasons, I'd rather buy some expensive but safe clothes. "

Adhering to the principle of "no bitterness", parents are inclined to choose famous brands, such as Adidas, Nike, Anta and so on. Famous brand products are more environmentally friendly and safe for fabrics, so that parents can feel more secure. Secondly, cute and unique design is also an important factor for parents to consider. It is popular among parents that their children seem to be innocent and lovable rather than precocious and have bright colors.

In this survey, the reporter learned that the average household consumption per year on children's clothing can reach 2000 yuan ~5000 yuan. At the same time, with the gradual increase of family income, the consumption demand of domestic children's clothing market is gradually changing from the practical life that satisfies basic life to the pursuit of beautiful fashion.

market

Adult shoes and clothing brands have joined the "war group".

According to the relevant data, the demand for children's clothing in China is now around 2 billion 300 million yuan. It is estimated that the demand for children's clothing will increase by more than 10% in the next few years.

On the other hand, men's wear, women's wear, sportswear and sportswear market are maturing, and there is not much room for rapid development. Against this background, more and more enterprises are turning their attention to children's wear market. Famous brands such as seven wolves, Kangnai, Anta, and 360 degrees have been added to the "war group", while some new models of children's wear have also injected fresh blood into the children's clothing industry.

The United States State clothing officials recently revealed that two years ago, the United States was low-key clothing into the children's clothing market, and now owns nearly 200 stores. It is expected that sales will reach 200 million yuan this year and the number of shops may reach 500. This year, we will intensify our efforts to expand sales channels. We hope that through the efforts of 3~5, we will create the most influential fashion brand in China, and achieve tens of billions of yuan sales in the next 5~15 years.

The intensity of competition is more than that. International clothing brands also smell attractive business opportunities. Following Dior, Armani, D&G, Burberry, Ralph, Lauren, Mark Jacob and other big names, more international brands have joined the ranks of children's wear. For example, Paul Smith launched the first children's wear series Paul Paul teenager, Fendi sold her children's clothes for the first time, and Celine was brewing a children's wear line. Versace also launched its first "Young Versace" series of senior children's wear this summer. The target group is children born to 12 years old. The company said that children's clothing series can achieve 200 retailers in 5 years and wholesale sales amount to 30 million euros. The children's wear series will also be sold with adult clothing in existing stores.

As for the continuous entry of new brand of children's clothing, insiders say that if dislocation competition is formed and the cluster effect of complementary advantages is formed, it is undoubtedly icing on the cake for the overall development of children's clothing industry.

At present, the pattern of children's clothing market in China is roughly the same: domestic and foreign brands account for half of the total, while only 50% of the domestic market share of the domestic market share has 30% brands, and most of them are in the one or two and three line city market; the other 70% are in a state of no brand. In foreign brands occupy 50% of the market share, almost all concentrated in the first tier cities.

According to the latest statistics of the China National Business Information Center, the total market share of the top ten brands in the children's wear market was 37.57% in February 2011. Among them, Adidas, Barbara and Nike rank the top three, and the market share is over 5%. {page_break}

prospect

Baby boom hits big demand in the next ten years

The boom of the children's wear market is the result of another baby boom. According to the National Bureau of statistics, at present, there are 380 million children aged 0~16 in China. The consumption of children's clothing in China has been on the rise in recent years, and the rate of growth has been keeping alarming speed. Moreover, the market is far from saturated.

Because children's consumption market is huge, children's clothing industry will be in a good development period in the next 20 years. Children's wear market is the most potential market in China, while children's clothing production accounts for only about 10% of the total clothing output of the country.

Guangdong clothing and apparel industry association responsible person pointed out that the next 10 years, children's clothing market consumption demand will show a steady upward trend, by 2015, the size of children's clothing market in China can reach 140 billion yuan.

Nevertheless, the domestic children's wear market has just started and is in the initial stage of competition, and the market needs to be further subdivided. At present, the children's clothing market in China, especially for the 3~13 year old children's clothing market, has no real leading brand, and the gap between consumer demand and market status is huge.

Zhou Junliang, a veteran in the industry, pointed out that as the international children's wear brand continues to enter the domestic market, the domestic brand of children's clothing will face a new round of severe test, not only reflected in the price or manufacturing capacity, but on the overall competition on the brand. Obviously, a fierce competition has begun, and as competition intensifies, it will change the existing pattern of children's clothing. The children's clothing industry is in the process of growth and integration, lacking the real sense of big brands. The lack of big brands is where opportunities lie, and there is still much room for growth in the future.

　　 Children's wear The industry will have completed an industrial upgrading in the next 3~5 years, and the children's clothing industry will be more solid and full, and a number of enterprises will stand out.

Related links

Guangzhou Department Store launched 61 business wars ahead of schedule

Beginning from last weekend, the Yangcheng department store merchants had already thrown into the new round of children's consumer market competition. "The price of children's clothing has increased by more than 30% this year. Some children's products, such as watches, clothes, toys and so on, have been selling hot these days. Recently, the Sales Department of Guangzhou, 100, Tianhe City department store, Dong Bai, Zheng Jia and other department stores told reporters. It is understood that the launch of 5~8.5 for children's clothing and children's shoes was launched last weekend. Tianhe City Department Store children's paradise also launched 5~8 promotions for children's products; Dongshan Department Store's children's wear, children's shoes and children's quilt were pushed to buy one get one.

In addition to the early start of the promotion plan, the 61 activity is also the highlight of the business. In May 17th, baby city held the first lecture on "maternal and child health lecture hall". It is reported that the lecture hall is a public science lecture hall, which combines the economic experts, mainstream media, social organizations and hundreds of experts and medical experts to form the most powerful expert team of instructors and consultants. It provides related consultation and services for mothers and infants. Parents and children can exchange with experts on the spot, and can also learn relevant knowledge through live broadcasting.