Clothing companies have started to dream of children's clothes

People often describe some people as "childlike innocence." Now, more and more clothing brands have inflamed a child's heart. After seven wolves, Anta, and 361 degrees, Kappa, a fashion sports brand from Italy, took advantage of Parkland to attack the Chinese children's wear market. Although the market is vast and lucrative, the influx of foreign investment has become increasingly significant for local children's wear brands. Experts said that domestic children’s clothing urgently needs to improve the industrial chain and strengthen brand building.

Children's wear into the market focus In the face of annual market demand of 2.3 billion in the temptation, a number of sports and leisure apparel brands get together to enter the children's wear market. Last week, the sports brand Kappa and Parklane reached a cooperation agreement in Beijing and released new Kappa Kids. Both parties stated that this cooperation is a win-win move between the sports and children's wear brands.

According to industry insiders, the current pattern of domestic children's clothing market is roughly composed of five parts: traditional children's wear brands (Pikelandi, etc.), cartoon brand derivatives (watermelon Taro, Garfield, Harry Potter, etc.), and foreign trade companies fought in the domestic market (Ma Mi Mika, 嗒嘀嗒, etc.), leisure sports brand development (361, Li Ning, Summa, etc.) and new e-commerce brands (green boxes).

In the children's wear market battle, brand cooperation and product expansion have become the main strategies. As a traditional children's wear brand, Parklander not only cooperated with Kappa but also cooperated with Li Ning in LingNing Kids. According to reports, in recent days, Parkland has joined hands with the Haier brothers to create Haier children's clothing. In terms of product expansion, leisure brands such as Anta and 361 Degrees, and other casual brands such as Mebon and Semima have also joined the children's wear market.

With the huge market potential, the children's wear market where many brands are rushing into the market has much room for development. According to an industry expert, "This is a newly made cheese, and anyone who moves will taste the sweetness." In short, China's children's wear industry is in a period of growth, and its growth space is greater than adult clothing.

Statistics from the National Bureau of Statistics show that the current number of children aged 0 to 16 in China is as high as 380 million, and an increase of 16 million newborns is expected every year. After 2005, China entered the peak period of childbirth. This means that the children's wear market is in great demand and growing. In particular, many parents belong to the "after 80" family, respecting high quality of life, the brand requirements for children's clothing is also higher.

It is understood that the consumption of children's clothing for urban residents in China has been on a rising trend and is far from reaching saturation. In the next five years, China's children's clothing industry will have a market size of 100 billion yuan, and it will increase at a rate of 30% every year.

According to clothing industry analysts, the gross profit of children's wear is high, with an average of 60%, and some even more than a few hundred percent. "A set of cotton underwear with a purchase price of only 6-9 yuan has a sales price of around 40 yuan in the mall."

However, in the current domestic children's wear market, local brands do not have much advantage at all, and there is a phenomenon that “international brands have a thriving market and domestic brands are also less chaotic”. According to statistics, nearly 50% of the current children's wear market is entrenched by foreign brands. Adi and Nike are among the best. In the other half of the market, professional brand children's wear only accounts for 30%. Especially with the rise of e-commerce, it has added a fire to the children's wear market.

The backwardness of the domestic brand industrial chain, but in the case of children's clothing brands in full swing, it is also a few happy rejoicing. Parker Lande, who had just joined hands with Kappa, ended his three-year cooperation with Li Ning last year. Li Peng, director of the new business development department of Li Ning, explained that the failure of both parties to meet their performance expectations is an important reason for choosing “break up”. The contradiction between the two companies focuses on differences in management knowledge. Parkland is an independent company, which led to Li Ning's management intentions can not be implemented. It can be seen that the cooperation between different types of enterprises still needs to maintain an objective and cautious attitude. However, as far as product expansion is concerned, opportunities and challenges remain.

Gu Yuanyuan, a teacher from the Beijing Institute of Clothing and Clothing, said in an interview with this reporter that the Chinese children's wear market has great room for improvement. However, from the quality of children's wear products to brand management, domestic enterprises have a long way to go.

The Beijing Consumers Association recently conducted comparative tests on 63 kinds of children's wear produced or distributed by 47 companies in seven provinces and cities, including Beijing, Shanghai, and Guangdong, and found that 33.3% of the samples had problems of varying degrees.

“The future development of children’s wear depends mainly on the rise of brand-name companies, so quality assurance and brand building are extremely important.” According to Gu Yuanyuan, “According to my investigation, there are two limitations in the current Chinese children’s wear market, namely the quality of employees and geographical limitations. The development of children's wear design is relatively late, and we urgently need talents for fashion design. However, many professional designers or graduates of clothing colleges are unwilling to go to the second and third tier cities. However, many children's clothing manufacturing enterprises are mainly concentrated in these cities. There is no more mature production chain. Although China currently has clothing production in Guangzhou, Fujian and other places more mature, but a flourishing market flourishing can change the current pattern of children's clothing market."