“I sold my clothes on WeChat at first. Adults had the biggest sales. In the past two years, the children’s products were more popular and basically had no inventory.â€
This year is the fourth year that Ms. Zhan is engaged in micro-business. In her micro shop, children's clothing, hats and shoes occupy half of the product category. As the mother of two children, she spares no effort to spend on children every year. Among them, the proportion of clothing consumption is very important.
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In recent years, the children's wear market has been recognized as the last "golden cake" by the apparel industry. According to the research report of the China National Industry Research Institute, the scale of the domestic children's wear market will exceed 150 billion yuan in 2017, which has become a new growth area for the apparel industry. With the implementation of the "two-child policy" and the upgrading of consumption, China's children's wear market will usher in a period of rapid development. In this regard, the industry predicts that the scale of China's children's wear market will exceed 280 billion yuan in 2020. Undoubtedly, these data reflect the broad prospects of the domestic children's wear market.
Faced with such a huge market, many brands have tried their children's clothing business to “get a shareâ€. At the recent spring-ordering meeting held in 2018, Li Ning (China) Sporting Goods Co., Ltd. (hereinafter referred to as “Li Ningâ€) announced that the company had taken back the agency rights of the children's wear brand and planned to officially launch its self-employed on January 1, 2018. Children's wear brand LI Ning YOUNG.
Li Ning said that in the second half of 2016, Li Ning set up a separate children's clothing business division to begin the re-layout of the children's clothing business. The new brand has two product lines, targeting children aged 3-6 and 7-14 respectively.
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In China, it is not uncommon for local sports brands to enter the field of children's clothing. ANTA Sports Products Co., Ltd. (hereinafter referred to as "ANTA") first introduced the children's sporting goods series as early as in 2008. It is the earliest sports brand that entered the children's market in China. Its products cover children from 1 to 14 years old and currently has more than 2,000 stores in China. . According to its disclosed financial reports, retail sales of ANTA brand products still recorded a double-digit increase year-on-year in the first quarter of 2017, among which Anta children grew by more than 30%.
Coincidentally, in 2010, 361 Degrees decided to set up an independent children's clothing business department for the market of children aged 5 to 12 years old. In 2011, Xtep Group officially launched the “Exclusive Children's Wear†brand, and in 2012 established a company that professionally operates the brand.
While the sports brands are vigorously laying out the children's wear market, independent children's wear brands continue to expand their efforts. Senma's children's wear brand Balabala has been cultivating in the market for 15 years, leading the market in terms of brand recognition, market share, and channel size. Data show that from 2012 to 2016, the children's clothing business accounted for 29.94%, 34.75%, 38.87%, 41.81%, and 46.88%, respectively.
As a clothing company specializing in high-end children's wear business for 21 years, An Nair focused her attention on the capital market. She was successfully listed on the Shenzhen Stock Exchange on June 1 this year and was regarded by the industry as "the first share of A-share children's clothing." It is reported that its brand comprehensive market share ranks fourth in the industry, using a combination of offline and online sales models, mainly under the direct line, mainly in the first and second tier cities. As of the end of 2016, Aner has a total of 1458 stores, including 970 directly-operated stores, accounting for 24.32% of e-commerce channel revenue.
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In addition, many domestic apparel brands, including Jiangnan Puyi, Seven Plush Wolf, Baoxi Bird and Taiping Bird, have also launched the brand's children's wear line.
The children's wear market is promising, but it also faces many challenges. In fact, the children's wear industry in China started late and the market concentration is not high. Data show that in 2015, the share of the top ten children's wear brands in China’s market share is only 10.6%, which is far lower than in developed countries, and the market is highly fragmented, especially the high-end children’s wear market is still in a relatively blank state. There is also a lack of representative brands.
In this regard, industry insiders said that in the past two years, China's children's wear has developed rapidly and become the focus of the textile and clothing industry. Although the market dividends continue to expand, there is fierce competition among brands. In order to gain a firm foothold, enterprises must clarify the brand positioning, grasp the changes in the individual needs of emerging consumers, establish consumer cognition and even identify, and explore the "breaking path" of the children's wear industry.
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Guangzhou LIDONG Garment Industrial Co., Ltd. , https://www.lidongsports.com