Domestic brands and international clothing brands have also accelerated the pace of the Chinese market, as the "big cake" market has been recognized by the industry. In the context of the saturation of adult clothing market, the growth of the children's clothing market has become the bright spot of the clothing industry, becoming the brand "the land of war".
The sales of children's clothing increased substantially
Released on August 28, semir first-half results, according to a report in the first half of the semir clothing business income is 4.433 billion yuan, including children's clothing in the first half of 2017 operating income of 2.246 billion yuan, accounting for operating income proportion is as high as 50.68%, up 24.97% from a year earlier. In addition, the first half of the "a-share children's wear first unit" was 484 million yuan, up 11.65 percent year on year. In the first half of 2017, the operating income of children's clothing in taiping bird was 280 million yuan, up 49.81 percent year on year. Anta, li ning, 361 ° the movement of children's wear revenue growth.
As the parent company of Barbara, which has the highest market share of domestic children's clothing brands, samma has been investing more and more in the children's apparel sector in recent years. According to its annual report, the operating cost of children's clothing in 2016 was 2.857 billion yuan, an increase of 22.7% from the same period last year, accounting for 43.45% of the operating costs in 2016, compared with 39.51% in 2015.
Guangdong clothing accessories industry association secretariat, told reporters, the growth speed in recent years, children's clothes, mainly consumption upgrade and two-child policy, along with the social dynamic population growth, consumption and improve the capacity crowd brand concept matures, children's wear market potential, and already shows the characteristics of diverse domestic children clothing market. In this not "fresh" segment of the market, the children's clothing business itself has the stable property, the future growth trend will be relatively stable.
The brand accelerates the market step
In addition to the children's clothing brand Barbara, which was launched by the early samma, the domestic brand of the children's clothing forces also cannot be underestimated. In 2013, the domestic local designer brand JNBY introduced the children's clothing brand JNBY. In 2016, MO&CO and taiping launched little mo&co. and Mini Peace respectively. And, according to news reports in the spring of 2018 in last month, li ning order in the meeting, li ning has revealed plans on January 1, 2018 officially launched its proprietary li ning YOUNG children's wear brand, next year is expected to store the number in 500 or so;
On the other hand, in the face of such a huge market, in addition to domestic brands, international brands are also trying to "get a piece of the pie" in the children's clothing business. Adidas, Nike have accelerated the pace of break into the Chinese children's clothing market, fast fashion ZARA, gap and h&m also expands the children's clothing sales area, luxury brands, dior, gucci, fendi, are overweight, such as the children's market. The reporter visits discover, ZARA, GAP these fast fashion brand stores set up independent children's clothing area, and bigger.
Clothing industry veteran observers Cheng Weixiong think Cheng Weixiong believes that with the common adult clothing industry downturn, most well-known brands in the face of declining performance also turning to children's clothing market, focus on children's clothes, you can see more and more famous brands are their children's wear brand, such as peacebird, anta, H&M, GAP, when the force, and so on. In a niche market, the domestic sports brand in Nike, adidas and other international sports brand competition, how to maintain differentiation reduce homogeneity, strengthen the quality control is in front of domestic children's sports goods manufacturing company a key issue.
Expert: the future of children's clothing market has a potential value
According to Chinese commerce industry research institute, according to a report in 2017, our country children's clothing market scale the size of the market or will break 150 billion, under the background of the adult clothing market is saturated, children's clothing market the development of garment industry become a new growth area. What about the future?
"Children's clothing is a traditional industry, but it is also a sunrise industry. The market is big and growth is good, and it is growing at around 12% a year. The consumption upgrade of the children's clothing industry is obvious, the growth of the clothing industry tends to be flat, while the children's clothing industry is picking up speed. Third-tier and fourth-tier urban consumers are also increasingly willing to choose high-end children's clothing, which will have greater value in the future market. "Said luo jian-fan, founder of partyland brand.
According to min guangya, a clothing retail expert, the market will be further mature as the industry enters a period of rapid development and competition intensifies. The industry brand awareness is enhanced, will emerge a large number of brand companies, will produce a batch of absolute leadership brand, which brand and general distance will be more and more big, some do not have the competitive strength and brand operation ability especially wholesale children's wear company will be out of the market.
