Behind The Heated Debate Of A Female Child In Hangzhou

A few days ago, a female child in Hangzhou was kicked up by public opinion, and it pushed the economy of child mold onto the cusp.

In recent years, the growth of children's wear market and the intensification of competition under industrial upgrading are undoubtedly the root cause of the economic effect of children's mold.

Children's wear market is growing, and children's mold economy is heating up.

Since 2008, China's children's wear industry has maintained a sustained high growth trend.

Benefiting from the upgrading of China's consumption and the bonus of the second child policy, the growth rate of children's clothing industry market in 2017 has reached a new high of nearly six years, and the market scale has reached 179 billion 600 million yuan.

According to conservative expectations, the market size of children's wear industry will exceed 200 billion yuan in 2018.

The growth of children's wear market has greatly increased demand for children's models.

It is reported that more than 80% of the profit of children's clothing in China is in the process of R & D, design and marketing.

In 2013, Huzhou Zhili invested 20 million yuan to build the first children's clothing design center in the country. In 2017, 15 thousand children's clothing styles were set up, and a large number of children's models were needed to take part in the shooting.

In the marketing link, in 2017, Huzhou's Zhili children's clothing sold 7 billion yuan online, which further stimulated the market demand of children's mold.

It can be seen that the rapid development of children's clothing industry in China has led to the growing demand for children's mold market, attracting more and more parents to bring children into the field of children's mold, thus triggering a controversy over child mold.

At the same time, in order to meet the demand, Tong mold training institutions, Tong Mo brokers and Tong Mo photography company came into being.

According to industry estimates, around the promotion of all kinds of children's products, children's model economy can reach several billion yuan, and the degree of fire can be seen.

Children's clothing is highly competitive, with short design cycle and many styles.

Another reason for children's economic boom is fierce competition and low concentration in the domestic children's wear market.

Data show that the share of the top ten children's clothing brands in China is 11%, far below that of France, Britain, the United States, Japan, Korea and other developed countries, even less than half of neighboring Japan and South Korea.

In terms of specific brands, in 2017, Barbara, the local brand Semir's professional children's wear brand, has the advantage of first mover advantage. Now it occupies the first place in the industry, but its market share is only 5.5%. The market share of piglets, AdidasKids, ANN, and tick is over 1%, and the other brands share less than 1% of the market share.

It can be seen that the children's wear market in China is highly dispersed, and the scale of children's wear enterprises is generally small, and the market share and competitiveness of individual brands are limited.

Moreover, the change of consumption demand leads to increasingly complex competition components. The market competition pressure has accelerated the deep subdivision of children's clothing market. Children's clothing enterprises have to accelerate the pace of R & D design and launch more styles, otherwise they will be eliminated by the industry.

Take ANN as an example. He is a private brand clothing company in the middle and high-end children's clothing business, and owns "Annil angel" children's clothing brand.

In 2018, the number of R & D personnel was 123, accounting for 3.84%; R & D spending amounted to 26 million 347 thousand and 900 yuan, accounting for 2.17% of revenue.

In the two quarter of "spring summer" and "autumn and winter", he designed and promoted product design in six months.

The fierce competition in the children's wear market directly leads to the shortened development cycle of children's clothing design and the increasing number of styles. This undoubtedly requires more children's models, and the economy of children's mold is also growing.

Promoting child mold protection, child mold industry needs to be standardized

At present, children's clothing market is a blue ocean. The per capita consumption of children's clothing in China is still far below that of developed countries such as the United States and Japan.

However, the lack of relevant laws and regulations related to child protection in China has led to the failure to protect children's models effectively.

How to regulate children's mold industry as early as possible and how to promote child mold protection as soon as possible is a pressing matter of the moment. In the field of children's mold, it is urgent to have a legal policy standard to ensure the safety and adequate learning and rest time for minors. Their costumes and performances should meet the age characteristics and age characteristics of minors.

Author: Li Yingshi