"Second child" policy to promote children's wear consumer adult clothing brand wants to split the cup
Not long ago, International Children's Day, Chengdu's major shopping malls are very popular, and children's wear has become a major profit point for shopping malls. In the case of adult clothing being seized by e-commerce, children's clothing stores are unique. Recently, reporters visited major shopping malls in Chengdu and found that although Children's Day has passed, children's clothing counters are still the most popular places in shopping malls.
Children grow fast, clothing needs to be replaced every year.
Mr. Yang is a single father. Although his income is still good, he rarely buys new clothes for himself. A well-fitting dress must be worn for two or three years, or even four or five years. For a 9-year-old son, he has to concentrate on buying clothes at least twice a year, especially in summer and winter clothes, because the children grow faster, even if they choose the size of the big one, the first In two years, I can't wear it anymore, and I have to update it.
In the interview, the reporter learned that even younger parents, most people add their own clothing is more rational, especially men are usually not keen to chase the new style of clothing, clothing can often wear to wear. For children, like Mr. Yang, they have to buy every year, even if they are shrinking. Because of this, in the apparel industry, children's wear is like “evergreenâ€, and its market share has been growing steadily. This momentum has been particularly evident this year.
According to the China Children's Industry Research Center, 80% of household expenditures account for 30%-50% of total household expenditures, and child consumption has become one of the largest consumer expenditures in household consumption. Among them, children's wear accounts for a considerable proportion. Taking the famous clothing brand clothing as an example, the total sales of children's wear in Sichuan in May this year reached 22 million yuan, an increase of 16%. "This is a very good result for the sluggish clothing retail industry." Ma Boyi, general manager of Yilian Group Chengdu Company, could not help but sigh.
"Second-child" policy drives children's wear
With the liberalization of the “second child†policy in 2013, the Chinese children's wear market has ushered in a peak period of development. According to the "2016 China's children's wear market development status analysis and trend forecast", the number of people aged 0-14 in China continues to grow, and keeps increasing upward trend, which brings room for development in the children's wear market. Ma Boyi, who has been engaged in the retail industry for many years, said that the annual sales of clothing and children's wear categories have increased steadily by 20%-30%. The company's children's wear brands chocolat and pawinpawbaby have achieved the goal of doubling sales after the "second child" policy is opened.
"At present, the total annual neonatal population in China is about 16 million. With the liberalization of the "second child" policy, the infant population is welcoming the golden growth period, which is the basis for supporting the continued growth of China's infant and children's clothing consumption. Cao Jianjun, general manager of the baby products collection store Leyou International Business Group Sichuan Branch (hereinafter referred to as Leyou Sichuan) is also very confident in the children's clothing offline retail market. The reason for this confidence is that the sales of children's wear in Sichuan is increasing year by year. The conclusion is that it currently accounts for 30% of the total sales (including diapers, milk powder, toys, etc.).
The concept of updating children's clothing offline sales growth is obvious
Ou Jianwei, secretary general of the Chengdu Retailers Association, believes that children's clothing will become a new growth point for offline retail in the apparel industry. The need for high quality and try-on will become a breakthrough point for offline channels.
"Children's category contrasts with adult wear, in addition to the beauty of the style, but also consider the product safety, fabric comfort and size combination. Brands without good reputation are difficult to expand children's categories on the e-commerce platform." Ma Boyi said that with 80 After 90s, parents and children's wear consumer groups are undergoing a new round of renewal. They have the concept of parenting with prenatal and postnatal care, and tend to pay more attention to the improvement of their children's quality of life.
“Because adults have a clear understanding of their size, for clothing manufacturers, the style changes are relatively small, which helps to reduce costs, but it is also prone to backlog, so online discounts are sometimes higher than offline. As a result, the trend of adult clothing e-commerce is becoming bigger. For baby and children, mothers have become mainstream buyers after 80s and 90s. Their concept is relatively new, and they have strong spending power and reduced sensitivity to price. , willing to pay for high quality, high security and high value-added baby products." Cao Jianjun grasped the young mothers' demands for children's wear, but also tasted the sweetness.
It is understood that the annual sales of the children's clothing of the songs of Leyou is 10%, mainly providing consumers with fashionable and safe products through the two dimensions of design and safety.
Market big adult clothing brand wants to split the cup ç¾¹
Although the domestic children's wear market is large, there are many brands and the industry is highly competitive. However, in the face of the adult clothing market tends to be saturated, many domestic and foreign adult clothing brands also want to squeeze into the children's wear market, forming a more intense competition.
Adult clothing brand Senma entered the children's wear market in 2002. Since the creation of the “Balaba†children's clothing brand, profitability has been on the rise. Looking at its 2012-2016 financial report, the children's business income accounted for 29.94%, 34.75%, 38.87%, 41.81%, and 46.88%, respectively. For this reason, Barabara is also known as "the first brand of Chinese children's wear."
In 2004, Yilian Group introduced the children's wear brand E-LANDKIDS, which has been widely praised by consumers. With the children's wear in the American campus casual style, it has risen rapidly in the Chinese children's wear market. Domestic adult clothing brands such as Taiping Bird and Jiangnan Cloth are also extending to the children's wear industry. Foreign brands such as Zara, H&M, and GAP, which are popular among young people, have launched their own children's clothing. The reporter saw in Chengdu Joy City that there are many children's wear brands created by many adult clothing brands in the children's business area on the third floor. Adult clothing brands have joined the competition, pushing the children's wear industry to “reshuffleâ€.
“The concept of consumers has changed, and the aesthetic and quality requirements have been improved. The quality of well-known adult wear brands has won the trust of consumers. Therefore, the adult children’s wear designed and developed can often get higher recognition from consumers. "Ou Jianwei is very optimistic about the practice of adult children to launch children's wear.
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