Behind The Big Cake Of Children'S Wear Market: "Princes" And "Defeats" Are Still Uncertain.

At present, the growth space of China's adult wear market is shrinking due to the gradual maturity of the market, and enterprises are eager to dig out more business opportunities on their children.

In their view, now

It is at a pitional stage from the blue ocean to the Red Sea, and it may be too late to seize the opportunity.

Sports brands such as Nike, Adidas and local brand Anta already have their own children's wear product lines, including several fast fashion brands including UNIQLO and GAP. Parents are also expected to bring back some basic hoodies when they go shopping again.

Local clothing brands such as Taiping bird, Jiangnan Buyi and GXG also sell children's clothing, and even the south of the Yangtze River has even retained the tone of adults' clothing.

Taobao is also lively, according to the data provided by Taobao, as of March 2018, there were 1700 designers on the platform to open children's clothing stores in Taobao.

Thanks to the young parents.

In the past, children's clothing consumption dominated by 70 parents was gradually dominated by 80, 90, or even younger parents.

Taobao data show that young consumers are the main audience of the platform, and the trend of younger users is younger.

Over the past year, an average of 29 million of the monthly consumers chose to buy children's clothing in Taobao, and 25-34 year old people bought the platform mainstream. The repeat purchase rate was as high as 60.46%, and the proportion of 19-24 year old mother to child users was also rising.

These young people demand higher aesthetic, functional details and safety requirements for clothing.

Especially in the Chinese society, there are more and more family members in the "6+1" family structure. The economic pressure of young parents in raising children is relatively small, so investment in all aspects of children is gradually increasing, and they are willing to spend more on all consumption of children.

All kinds of research institutions and experts agree that the domestic children's wear market will usher in a more explosive period, which will increase the confidence of the brand enterprises in turmoil.

But the business of children's wear is not to make designers simply make the adults' clothes a mini version.

Despite its rich experience in the field of adult clothing, Taiping bird has fallen into a lot of "misunderstandings" when launching its children's clothing brand MiniPeace.

MiniPeace had chosen the same fabric as adult clothing when it first came into the market. The store is equipped with a wooden fitting room with a door lock, and even the new strategy is synchronized with the adult clothing.

Later, they found that these measures did not take into account the reality of children's clothing consumption. For example, parents used to prepare their children's clothes for a long time ahead of time, and children would not stay alone in the fitting room of the store.

The more important link is children's clothing.

Process and safety control.

After market research, MiniPeace began to replace American cotton with domestic cotton, and the quality inspection links were more stringent. Every product was tested by saliva, formaldehyde and heavy metals.

In the design style, the aesthetic taste of young parents also affects the decision-making of children's wear brand designers.

While young children are concerned about the comfort of children's clothing, they will also value the design and uniqueness of their products.

MiniPeace has noticed this.

Before 2014, their consumers will also receive ornamental elements such as lace or fashion colors, but the new generation of young parents will feel "some dirt".

Now the brand will actively cooperate with the current popular IP image, so that children can have more resonance.

Similarly, men's clothing brand GXG's children's clothing brand gxg.kids is also experienced in the cross-border joint name with the fashion elements.

In 2016, gxg.kids launched a joint venture with the Korean YG bear KRUNK. In 2017, it co operated with RONENGLISH, an American pop artist, to launch a stylized Cooperation Fund.

For those parents who are more concerned about the psychological needs of children, the elements of fashion and fashion are far from enough.

So when looking for design inspiration, designers should think about their children's thinking and angle, and think about what they are interested in, what they like or what they are afraid of in communicating with and interacting with their children.

Although children's wear brands are coveted by their parents' wallet, the market still belongs to the growth stage, and the market share of each brand is not high.

In 2008, the total market share of the top 30 brands of children's wear was 8%, compared with 17% in 2017.

The data of Chi Yan consulting also proved the low concentration of children's clothing market. In 2017, except for Semir's Barbara and Adidas children's clothing, the market share of other brands in the top 10 of the market was not more than 1%, while the figures added by TOP10 accounted for only 11.3% of the total market, while the number of foreign mature markets would reach 30%-50%.

The huge market space has increased the driving force of children's wear brand enterprises.

MiniPeace combines the consumption insights of young parents with the feedback from offline retail channels, and adjusts, pforms and closes the stores with low comprehensive benefits, and promotes and completes the pformation of joint stores to direct and franchised stores.

The children's clothing brand, "Ying Shi baby", invested by Hai Lan's family, is actively exploring new retail.

In March 28, 2018, Ying announced the cooperation with Tmall to explore the new retail development mode of the mother infant industry, and plans to carry out multi-level cooperation in data mining, user operation and offline.

A group of Internet children's clothing brands that emerged in 2015 are born with internet genes.

They are more flexible and digitalized in the supply chain mode, market promotion mode, brand operation and so on.

In 2016, Zhong Kaixin, the originate of the original Internet brand, was first tested by the social media such as WeChat and got the first batch of seed users. At present, the one fruit and the cooperation factory also adopt the flexible supply chain mode, and the online pre-sale formula is used to predict the sales volume in advance to reduce the inventory pressure.

With the rise of post-90s and younger consumers, there will be more room for children's brand development in the future.

Before the next outbreak, every brand has the opportunity to compete for the top brand.

No one doubts that children's clothing market is a tempting cheese.

But they must seize the opportunity.

Look at the GAP children's clothing and know how cruel it is.

In 2014, the brand of children's clothing line was ranked seventh with 0.6% of the market share, but with the emergence of more local brands, the GAP, which was based on the base, was squeezed out of the first ten in 2017, but this was only three years.

At present, China's children's clothing industry is pforming from extensive management to large-scale and meticulous operation. From product competition, price competition, marketing means competition to product research and development competition (product strength), brand culture competition (image force), brand service competition (operation power), China's children's wear market will become more rational and mature in the future.

On the one hand, the new entrants are ambitious, while the other is the first entrant.

They may have difficult successors or those who will overthrow them.

"Children's clothing craze" looks beautiful, but there are many injuries. "Chewing down" is not as easy as imagined.

The market rule of ebb and flow will expose its cruelty. The survival of the fittest will spread from small and medium-sized enterprises to larger enterprises or brands.

No design advantage, only quantity and quality, and no operation standard or brand enterprise will be spared.

At the same time, the new demands of personalization, fashion and branding make new demands on the comprehensive strength and brand concept of children's wear brand's original design, market segmentation, brand positioning, brand image, terminal operation, marketing level, product strength, brand power and operation ability. This also makes most children's clothing enterprises start again on the same starting line.

Of course, in terms of theory or market feasibility, children's clothing is undoubtedly the nugget of clothing industry. The Chinese market is too big, maybe all kinds of enterprises can find their own position, but for new entrants, they should learn to become fashion and taste leaders instead of follow suit and become homogenous.

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In the future, who will be the "Princes" in the children's clothing market and who will become "defeated"? Maybe only the market will finally give the accurate answer.