Overall rise of more than 30% Chinese and foreign service shoes brands opened ahead of the "61" business war

More than 8,000 yuan Dior dress, 5,000 yuan Armani thin shirt, 5000 yuan more D & G jeans, nearly 1,000 yuan Nike shoes ... a small children's wear, a pair of children's shoes, priced at thousands of dollars is nothing new . Even so, branded children's wear is still very popular among high-end consumers in large and medium-sized cities. With the approaching of Children's Day, many parents are busy selecting holiday gifts for children. The children's wear market has once again witnessed a booming sales situation.

Clothing industry watchers pointed out that in the past year or two, children's wear has been the fastest-growing category in the apparel market, and even sales brands with annual sales of more than 1 billion yuan have emerged. Although the number of children's wear brands is far lower than that of adult clothing brands, according to the long-term demand, the children's wear market has much room for development.

Parents surveyed for “not bad money” valued material safety Most of the children’s day was marked by a visit to a number of clothing stores in Guangzhou. Adidas, Nike, Zara, Uniqlo and many Other brands of children’s regions had hot sales. . "Green" materials and custom shoes for safety materials are the most popular varieties in children's wear, and there is a clear safety test mark to become the primary requirement for parents of branded children's wear.

“The safety of children’s clothing is the most important. The brands that can enter large shopping malls are mostly well-known, and the quality is guaranteed. It is rather reassuring. I definitely don’t buy clothing for kids at street stores or online because it’s hard to be safe. Guaranteed.” For most of the current parents like to buy foreign trade products or to shop online, Ms. Chen, who is shopping in Tianhe City, expressed her firm opposition.

Mr. Huang, who purchased a children's T-shirt at Beijing Lu Guang Bai department store Nike counters, also believes: “Children’s skin is delicate and they always like to put clothes or shoes in their mouths. For safety reasons, I would rather buy some expensive but sufficient Safe clothing."

Adhering to the principle of "bitter children can not suffer", parents are inclined to choose well-known brands, such as Adidas, Nike, Anta and so on. The well-known brand products are more environmentally friendly and safe on the fabrics, giving parents more confidence. Second, the lovely and unique design is also an important factor for parents to consider. Making children look cute rather than overly precocious design styles, as well as bright and colorful colors, is loved by parents.

In this survey, the reporter learned that the consumption of children's wear in ordinary families can reach 2,000 to 5,000 yuan per year. At the same time, with the gradual increase of family income, the consumer demand in the domestic children's clothing market has gradually shifted from the practical style of satisfying basic life to the pursuit of beautiful fashion.

Market adult shoes brand has joined the "Battle"

According to data from the First Textile Network, the current consumer demand for children's wear in China is around 2.3 billion yuan. It is expected that the demand for children's wear will also increase at a rate of more than 10% in the coming years.

On the other hand, the men's wear, women's wear, casual wear and sportswear markets are maturing, and there is no room for rapid development. In this context, more and more companies have turned their attention to the children's wear market. Well-known domestic brands such as Septwolves, Cornell, Anta, 361 Degrees and other adult footwear brands have joined the “Battle Group”, and some new models for children’s wear have also injected fresh blood into the children’s clothing industry.

The responsible person of the Meibang costume recently revealed that two years ago, Smith Barney apparel entered the children's wear market in a low-key manner. Currently, it owns nearly 200 stores. It is expected that sales this year may reach 200 million yuan and the number of shops may reach 500. Meibang Apparel will increase its efforts to develop franchise sales channels this year. It hopes that through 3 to 5 years of hard work, it will create China's most influential fashion trend children's clothing brand and achieve sales of 10 billion yuan in the next 5 to 15 years.

The intensity of competition is more than this. The international clothing giant also smells attractive business opportunities. Following Dior, Armani, D&G, Burberry, Ralph Lauren, Marc Jacobs and other big names, more international big names have also joined the ranks of children's wear, such as Paul Smith’s new promotion. A children's wear series, Paul Smith Junior, Fendi sells children's clothes for the first time, and Celine is also brewing a children's clothing line. Versace also launched its first high-end children's wear collection “Young Versace” this summer, targeting children and boys from 12 to 12 years old. The company said that the children's wear line will achieve the goal of having 200 retailers and wholesale sales of 30 million euros within five years. The children's wear line will also be sold together with adult apparel in existing stores.

For the continuous entry of new brands of children's wear, industry insiders said that if it is dislocation competition and the formation of complementary cluster effects, it is undoubtedly the icing on the cake for the overall development of the children's wear industry.

At present, the pattern of the domestic children's wear market is roughly the same as that of domestic and foreign brands, and only about 30% of the 50% market share of domestic manufacturers owns brands, and most of them gather in the first, second and third tier cities; 70% are unbranded. In the 50% market share occupied by foreign brands, almost all are concentrated in the first-line center cities.

According to the latest statistics from the China National Business Information Center, in February 2011, the combined market share of the top ten brands in the children's wear market totaled 37.57%. Among them, Adidas, Balla Balla and Nike ranked in the top three, with a market share of more than 5%.

Prospects: The boom in baby boomers in the coming decade The boom in the children's wear market has benefited from another baby boom. Statistics from the National Bureau of Statistics show that at present, there are as many as 380 million children aged 0 to 16 in China. The consumption of domestic children’s clothing has been on an upward trend in recent years. The growth rate has been kept at an alarming rate, and this market is still far from entering the saturation period.

As the children's consumer market is huge, the children's clothing industry will be in a better period of development in the next 20 years. The children's wear market is the most growth potential market in China, and the children's wear production accounts for only about 10% of the total national apparel production.

According to the relevant person in charge of the Guangdong Clothing and Apparel Industry Association, consumer demand in the children's wear market will show a steady upward trend in the next 10 years. By 2015, the scale of China's children's wear market will reach 140 billion yuan.

In spite of this, the domestic children's wear market has just started and is in the initial stage of competition. The market needs further subdivision. At present, China's children's wear market is especially dominated by the clothing market for children aged 3 to 13 years old, and there is not a truly leading brand. The gap between consumer demand and market conditions is huge.

Zhou Junliang, an industry veteran, pointed out that with the continuous entry of international children's clothing into the domestic market, the domestic children's wear brand will face a new round of severe tests, not only in price or manufacturing capacity, but in the brand's overall competition. Obviously, a fierce competition has already begun, and as the competition intensifies, it will also change the existing pattern of children's clothing. The children's wear industry is in the process of growth and integration and lacks a real big brand. The lack of big brands is where opportunities lie, and there is still much room for growth in the future.

The children's wear industry will complete an upgrade of the industrial structure in the next 3 to 5 years. The children's wear industry will be more three-dimensional and full, and a group of companies will stand out.

Related Links: Sui Department Store opened ahead of the sixty-one business war Since the end of the last weekend, Yangcheng Department Store business has been early to enter the new round of children's consumer market battle. “This year, the overall price of children’s wear has risen by more than 30%. Some children’s products, such as watches, clothes, toys, etc., have started to sell well in the past few days.” In recent days, Guangbai, Tianhe City Department Store, Dongbai, Zhengjia and other department stores have sold children's sections. Staff told reporters. According to reports, Guangbai started the launch of 50% to 15% of children's wear and children's shoes at the weekend. Tianhe City Department Store's parent-child park also launched a 50% to 20% discount on children's products. Dongshan Department Store's children's wear, children's shoes, and children's clothing are purchased as a buy-one-get-one. activity. Lin Jianmin