The children's wear market blew the "assembly number"

In the face of a declining European and American market, the Chinese apparel market is undoubtedly a hot gold mine in the world's garment industry. Compared with men's and women's and other highly competitive adult apparel markets, the potential of the newly-emerged children's wear market can be described as Extremely large, everyone wants a share.

Domestic and foreign brands have taken the initiative to aggressively advance into the war. According to reports, the number of domestic children's wear brand enterprises is about 6,000. In addition to the traditional children's clothing brands such as Balabala and Babbean, many domestic clothing brands such as Li Ning, Semir, Metersbonwe and Yichun , Anta, Xtep, 361 Degree Group also began to set up a children's clothing line, relying on its own brand influence, massive offensive children's clothing industry. The influx of foreign apparel brands has set an increasingly high threshold for the high-end children's wear market. In addition to familiar Gucci, Fendi and D&G, Armani Junior, Dior, FERRE, Diesel, Kenzo, Mikihouse, and Burberry Have entered the major department stores and shopping centers, single-piece prices are mostly 4 digits or more.

Opportunities and Challenges Coexisting data on malnutrition of domestic brands shows that the children's wear industry in China has reached a market size of 100 billion yuan. There are currently nearly 300 million children in China, and each year more than 10 million newborns are added. The market demand is also expanding. The entire children's wear market can be described as containing opportunities.

However, in the current market environment, due to rising production costs such as raw material prices and labor costs, production pressures of major companies are increasing day by day. In addition, newly-entered companies are increasing, and market competition is becoming increasingly fierce. Domestic children’s wear brands have always occupied a significant market share in the industry. Children’s wear production clusters represented by Zhejiang and Guangdong have emerged from a decade ago, but they have not yet emerged to produce international influence such as Li Ning and Jin Ba. Big hand.

Compared with foreign clothing brands, it is not difficult to see the inadequacies of domestic brands:

1, the design is unsatisfactory due to children's clothing production threshold is not high, "a small field", professional graduates rarely choose children's clothing companies to take up employment, the lack of personnel involved in the industry; children's clothing brand is also mixed, the big brands can still make more efforts in the design, Small brands and OEMs will inevitably ignore this aspect of design. A worker in a small children's clothing company stated that they basically did not use the designer. The usual practice of the boss was to buy a piece of clothing, decompose it, allow the plate division to make modifications and proofs, and the cutting division cut it out. They were responsible for the finished product. Processing and sewing. Blind imitation followed suit may not bring consumers favorite products, but reduced the brand recognition. A Ms. Liu from Nanjing complained that it was not easy to buy children's clothes for a 2-year-old son. The design of domestic children's clothes always made people look unsatisfactory, but the price was not very kind.

Compared with domestic brands, most foreign children's wear brands have their own brand history and brand characteristics. They are novel and unique in style, and often can take into account the aesthetics of children and parents, and have a strong sense of fashion; fine workmanship and strong sense of series, from hats to shoes. Can be one-stop type, a wide variety.

2, brand maturity is still insufficient Although many foreign brands into the Chinese market and soon, but the development has been a certain year, such as Dior, Burberry, Ralph Lauren, Marc Jacobs have been designing and producing mini fashion for many years. Compared with foreign clothing brands, China's children's clothing industry started relatively late, so the brand's heritage is weak. Despite the objective gap, domestic apparel brands also need to devote more efforts in brand promotion and marketing methods to expand brand awareness and influence.

The white-hot industrial transition is at a time when the high-end market gaps need to fill the 80s and become the main force of the parents. The requirements for the children's wear brand, style design and quality are getting higher and higher. Parents with wealthy assets buy high-level children's clothing for children. The proportion is constantly rising; people who are accustomed to purchasing luxury goods will naturally buy for their children. In high-end shopping malls, as foreign children's wear brands have entered the market, most of the high-end children's wear market shares have been occupied by foreign brands, and local brands have become increasingly difficult to find. According to data from Hangzhou Tower Children's Shopping Mall, the number of children's wear brands in China's high-end shopping malls outside Hangzhou increased significantly from January to March this year. For example, Armani increased by 34%, Mikihouse increased by 47%, and Burberry increased by 144%. The original local running brand declined at a rate of 10%. The fault of domestic brands in the high-end children's wear market is undoubtedly obvious.

The labor-intensive development of brand-oriented “first-tier cities selling brands and second-tier and third-tier cities selling products” sums up the status quo of the children's clothing market in place. At present, most domestic small children's clothing enterprises are focused on the domestic middle and low-end markets, and the main production form is still Due to traditional resources processing and labor-intensive products, low barriers to entry, and multiple brands, the competition between middle- and low-end children's wear has become increasingly fierce, and production companies have also competed at low cost and have waged "price wars."

However, with the increasing production costs, the traditional labor-intensive production model will undoubtedly make the small children's clothing manufacturing industry face greater pressure to survive; in the increasingly fierce market competition, how to develop a brand name, product quality, additional High-value children's wear, and the fight for initiative, will undoubtedly become an important issue faced by domestic children's clothing companies, and will also be the future direction of development of the entire industry.