2019 The Present Situation And Development Trend Of Children'S Wear Industry, Consumption Promotion And Promotion Of High-End Adults.

China International Fashion Week

With the "post-1980s" and even the "post-90s" began as a parent, the concept of the tide child was born.

Children's wear today is a mini - adult version.

The same design, tailoring, color matching, fabric, children's clothing and fashion have never been so close.

Recently, the China Fashion Week has caught the market trend with keen attention. It has opened up children's clothing as an independent unit and released children's wear series in the form of fairytale Town, attracting more than 30 children's wear brands to participate.

Behind the attention of children's clothing is the leap forward development of the entire children's clothing industry.

The change of children's clothing dominated by consumption escalation makes children's clothing business no longer a "trifling matter". In recent years, many fast fashion brands, luxury brands, sports brands and designer brands have taken aim at children's wear lines.

More than 30 children's wear brand competition

In March 25, 2019, the AW2019 China International Fashion Week opened in 751D PARK, the 7 day fashion week, dedicated to a unit "fairy tale town", and more than 30 children's wear brands were staged here.

According to incomplete statistics from the Beijing Commercial Daily reporter, in the 7 days, the fairytale Town Fashion Show held 27 games, with an average of 4-6 children's shows every day.

During the fashion week, in the 751D PARK, you can often see the "children's model" with makeup accompanied by their parents to come to the scene. They are already carrying the shadow of their professional models in their hands and hands.

T stage, lighting, music, headwear, makeup, in the fairytale town show, if you do not pay attention to the age of the model, you will find that the specifications of these show Kose is no less than an adult fashion show.

Behind this is the blue sea of children's clothing with a scale of about 160000000000 yuan.

In recent years, children's wear industry has increased rapidly.

According to the statistical analysis of the market demand and investment forecast analysis of China's high-end children's clothing industry released by the foresight Industry Research Institute, from 2013 to 2017, the market growth of the children's wear industry in China reached a compound growth rate of 9.68%, and the compound growth rate of the industry in the next three years will remain at 14% left and right, which is higher than that of the men's wear industry and women's wear industry.

In 2011, the scale of children's wear market in China has reached 96 billion 400 million yuan, and the sales scale of Chinese children's wear market has exceeded 100 billion yuan in 2013.

Then showed steady growth year by year.

In 2016, the sales volume of China's children's wear market reached 145 billion 500 million yuan, and the sales volume of China's children's wear market exceeded 150 billion yuan by 2017.

It is estimated that the sales volume of children's wear market in China will reach 160 billion yuan in 2018, and it is predicted that the size of children's clothing market in China will exceed 200 billion yuan in 2020, reaching 265 billion 500 million yuan.

The continuous increase of children's wear market scale and rapid market growth speed bring good historical opportunities for the development of children's wear enterprises.

Two aspects of children's wear industry in China are developing well

The outbreak of children's clothing market, on the one hand, stems from the fourth baby boom brought by the 80's and 90's entering the peak period of marriage and childbirth.

According to the National Bureau of statistics, the number of new born babies in China has been increasing year by year in the past 2012-2016 years.

The comprehensive "two child" policy since 2016 is also obvious for children's wear market.

On the other hand, with the continuous development of China's macro-economy, the income level of our residents has also been increasing.

As the main fertility group, the "post-80" and "post-90s" demand high quality of life. For children's clothing, they naturally cast their own aesthetics, requiring children's fashion to be fashionable, diversified and personalized. This also promotes the trend of adult children's clothing becoming more and more obvious.

Adult brand competition for children's clothing

According to the data, the size of children's wear market is expected to exceed 200 billion yuan in 2020.

The development of children's wear industry has been faster than men's wear and women's wear, and the growth gap is still increasing.

Data show that in 2013-2017 years, the market growth of children's wear industry in China is 9.68%, which means that there is still a lot of potential for children's clothing industry in the growth stage of clothing life cycle.

At the same time, the market concentration of children's clothing is not high. The first financial weekly data show that the market share of children's clothing brand balbala, which has the highest share in the domestic market, is only 5% in 2017, and most children's clothing brands are less than 1%.

In addition, from the profit point of view, the gross profit of children's clothing is higher than that of casual wear.

Because of the large market share and low occupancy rate, and the frequency of children's wear is higher than that of adults, the more and more adult brands begin to arrange children's wear lines.

At present, the children's clothing market in China is mainly divided into four types of adult brands: one is the children's wear line represented by fast fashion brands such as UNIQLO, ZARA, Gap and so on. These children's wear is relatively inexpensive, and is the king of cost-effective in their parents' eyes.

The second category is children's clothing mainly based on sports brands such as Nike, Adidas and FILA.

The third category is designer's brand children's wear, which is represented by JNBY by JNBY and La Natsu Bell's children's wear brand lachapellekids. This kind of children's clothing has a strong sense of design, fashionable and more adult, so it's higher in price, usually ranging from hundreds to 1000 yuan, which belongs to high-end children's clothing.

The fourth category is the luxury brand children's clothing represented by Dior, Gucci and Burberry. This part of children's clothing is frequently carried by the "star two generation", and there are also certain consumer groups.

Since last year, the competition of adult brands in children's wear lines has begun to intensify.

Semir, a casual wear brand, has acquired French children's wear group Kidiliz, domestic children's wear brand Cocotree and so on, expanding the business line of children's wear.

Semir said that brand cooperation and e-commerce channels will be the two major development priorities for children's wear line in the future.

In February this year, it launched a new brand of children's wear, which mainly targeted at the 0-14 year old baby market.

Gap, a fast fashion brand in the United States, also recently acquired Janie and Jack, the high-end children's clothing brand of precious baby. The acquisition of Gap is widely regarded as the signal of fast fashion brand to high-end children's wear.

In terms of sports brand, Anta, Lining and others have expanded the category of children's clothing, such as Anta has Anta children and FILA KIDS, and Lining has self run children's wear brand Lining YOUNG.

Designer brand has cut into the field of children's clothing in recent years.

Only Jiangnan cloth has set up brand JNBY by JNBY and Peng Ma respectively for children's clothing and teenagers, and further layouts of children's clothing layout.

Why are children's clothes so expensive?

Facts have proved that children's clothes are highly rewarding.

For the first time in 2017, Semir's children's clothing sales accounted for more than 50%. In the earnings report, Semir said children's clothing business has become an important source of income for the company. In 2017, children's clothing business achieved a revenue of 6 billion 322 million yuan, an increase of 26.4% over the same period last year.

However, with the escalation of children's wear industry, the trend of children's wear is becoming more and more obvious.

"Now a casual dress is worth hundreds of yuan, some even thousands of dollars, more expensive than adult clothes, children grow fast, so expensive to buy such a little bit of pain," parents have Tucao.

There are also many netizens on the Internet discussing why children's clothes are so expensive.

The Beijing Commercial Daily reporter saw that a Nike baby suit was priced at 429 yuan. Massimo Dutti, a girl's long A dress, was priced at 350 yuan. The most expensive children's down coats sold in Jiangnan cloth clothing brand JNBY by JNBY were 1390 yuan, and the boys' and girls' Knitted jackets were priced at 765 yuan.

La Natsu Bell's children's wear brand lachpellekids, a boy windbreaker, sells for 539 yuan.

As for the high price of children's wear, an industry insider said that the children's clothing line derived from adult clothing brands is not simply a reduction in adult clothing.

Children's clothing is different from adult clothing in the supply chain and operation mode.

In the supply chain, the quality inspection of children's clothing is more stringent than adult clothing. For safety reasons, every child's clothing must be tested by saliva, formaldehyde, heavy metals and other standards before production. This determines that children's clothing is higher than that of adult clothing in terms of production cost.

In addition, some adult clothing brands launch children's wear lines. When pricing, they will take into consideration the tonality and price of the brand itself, and also understand the price of competing products and industries, and combine the family income of the target audience.

In fact, the price of children's clothing is still lower than that of adult clothing. The same dress, children's wear, and hundreds of dollars are sold for adults.

"The final decision maker of children's clothing is ultimately not the children themselves, but their parents.

Parents' personalized aesthetics will also be projected onto children. What children wear will often highlight family tastes.

Therefore, more and more young parents are no longer sensitive to cost performance, but more emphasis on brand, design and individuality.

These people said.