With "post-80s" or even "post-90s" becoming parents, the concept of "baby boomers" was born. Nowadays, children's clothes are all mini adult versions. The transformation of children's wear led by consumption upgrading has made the business of children's wear no longer a "child's play". Many fast fashion brands, luxury brands, sports brands and designer brands have targeted the children's wear line.
Parents make up "Tong Mo".
On March 25th, AW20 19 China International Fashion Week opened in 75 1D Park. The 7-day Fashion Week specially created a unit "Fairy Tale Town", where more than 30 children's wear brands intensively staged "Big Show". According to the incomplete statistics of beijing business today reporter, Fairy Tale Town held 27 fashion shows in 7 days, with an average of 4-6 children's wear shows released every day.
In the 75 1D Park during Fashion Week, it is often seen that "Tong Mo" with makeup comes to the scene accompanied by her parents. Their gestures have taken on the shadow of professional models, and they are obviously veterans of the "Tong Mo" industry. T-stage, lighting, music, headdress and makeup. In fairy-tale town shows, if you don't pay attention to the age of models, you will find that the specifications of these shows are as high as an adult fashion show. Behind this is the blue ocean of children's wear with a scale of over 654.38+060 billion yuan.
The Forecast and Analysis Report on Production and Marketing Demand and Investment of High-end Children's Wear Industry in China from 2017 to 2022 released by Prospective Industry Research Institute shows that the children's wear market in China has expanded from 20 1 16, and the sales of children's wear in China is 20145 billion yuan. In 20 17 years, this figure exceeded160 billion yuan, and the growth rate was further improved. Therefore, this year is also regarded as the first year of China children's wear market.
On the one hand, the outbreak of children's wear market stems from the fourth baby boom brought by the "post-80 s" and "post-90 s" entering the peak of marriage and childbirth. According to the data of the National Bureau of Statistics, during the period of 20 12-20 16, the number of newborn babies in China kept increasing year by year. The comprehensive "two-child" policy implemented from 20 16 has also obviously benefited the children's wear market. On the other hand, with the continuous development of China's macro-economy, the income level of China residents is also constantly improving. As the main birth groups, "post-80s" and "post-90s" have high requirements for the quality of life, so they naturally project their own aesthetics on children's wear, demanding that children's wear be fashionable, diversified and personalized, which also makes the trend of children's wear more and more obvious.
Why are children's clothes so expensive?
Facts have proved that betting on children's wear pays off. In 20 17, the income of Mason's children's wear exceeded 50% for the first time. In the financial report, Mason said that the children's wear business has become an important source of income for the company. In 20 17, children's wear business achieved revenue of 6.322 billion yuan, up 26.4% year-on-year.
However, with the upgrading of children's wear industry, the trend of high-end and adult children's wear is becoming more and more obvious, and the price is also rising. "Now a casual children's wear costs hundreds of pieces, and some even thousands, which is more expensive than adult clothes. Children grow up fast, and it is a bit painful to buy so expensive. " Some parents spit like this. There are also many netizens on the Internet discussing "why children's clothes are so expensive" and other similar issues.
Beijing business today reporter saw today that Nike's baby suit costs 429 yuan, Massimo Dutti's girls' long A-line skirt costs 350 yuan, Jiangnan Buyi's children's wear brand JNBY costs 1.390 yuan, and boys' and girls' knitted jackets costs 765 yuan. La Chapelle children's wear brand lachpellekids, a boy's windbreaker, costs 539 yuan.
Regarding the high price of children's wear, an industry insider said that the children's wear line derived from adult clothing brands is actually not just as simple as the shrinking of adult clothing. Children's wear is different from adult clothing in supply chain and operation mode. In the supply chain, the quality inspection of children's clothing is stricter than that of adult clothing. For safety reasons, every piece of children's clothing must be tested for saliva, formaldehyde, heavy metals and other standards before production, which determines that the production cost of children's clothing is higher than that of adult clothing. In addition, when some adult clothing brands launch children's wear series, they will comprehensively consider the tonality and price of the brand itself, and also understand the competitive products and industry pricing, combined with the family income of the target audience. In fact, the pricing of children's wear is still much lower than that of adult wear. The same clothes, children's wear costs several hundred yuan, and similar models for adults may cost several thousand yuan.
"In the final analysis, the decision makers of children's wear are not the children themselves, but their parents. Parents' personalized aesthetics will also be projected on children, and what children wear often shows family taste. Therefore, more and more young parents are no longer sensitive to cost performance, but pay more attention to brand, design and personalization. "The above person said.
Adult brand children's wear contest
According to the data of Prospective Industry Research Institute, the size of children's wear market is expected to exceed 200 billion yuan in 2020. The children's wear industry has been developing faster than men's wear and women's wear, and the growth gap is still increasing. The data shows that from 20 13 to 20 17, the compound growth rate of the market size of China children's wear industry is 9.68%, which means that the children's wear industry in the growth stage of clothing life cycle still has great potential. At the same time, the current market concentration of children's wear is not high. According to the statistics of CBN Weekly, the market share of Barabara, the children's wear brand with the highest market share in China, was only 5% in 20 17, and most children's wear brands were even less than 1%. In addition, from the profit point of view, the gross profit of children's clothing is higher than that of adult clothing, and adult clothing is mainly casual clothing.
Due to the characteristics of large market, low occupancy rate, higher consumption frequency of children's wear and higher gross profit, more and more adult brands began to lay out children's wear lines. At present, the domestic children's wear market is mainly divided by four adult brands: one is the children's wear line represented by fast fashion brands such as Uniqlo, ZARA and Gap, which is relatively cheap and is the king of cost performance in the eyes of parents. The second category is the children's wear of sports brands such as Nike, Adidas and Fila, which belongs to the mid-range price. The third category is designer brand children's wear, represented by JNBY JNBY, a subsidiary of Jiangnan Buyi, and lachapellekids, a children's wear sub-brand of La Chapelle. This kind of children's wear has a strong sense of design, is more fashionable and more adult, so the price is also higher, usually ranging from several hundred to several thousand yuan, belonging to high-end children's wear. The fourth category is the luxury brand children's wear represented by Dior, Gucci and Burberry. This part of children's wear has a certain consumer group because of the frequent delivery of "Star II".
Since last year, the competition of adult brands in children's wear line has intensified. Casual clothing brand Mason acquired French children's wear group Kidiliz and domestic children's wear brand Cocotree. Expand the children's wear business line. Mason said that brand cooperation and e-commerce channels will be the two major development priorities of children's wear lines in the future. Anzheng Fashion also launched a brand-new children's wear brand in February this year, mainly targeting the 0- 14-year-old baby market. Gap, an American fast fashion brand, recently acquired Janie and Jack, a high-end children's wear brand owned by Gymboree. Gap's acquisition is widely regarded by the industry as a signal that fast fashion brands are exerting their strength in the field of high-end children's wear.
In terms of sports brands, both Anta and Li Ning have expanded their children's wear categories. For example, Anta has Anta children and Feile children, and Li Ning has its own children's wear brand Li Ning YOUNG.
In recent years, designer brands have also cut into the field of children's wear. Jiangnan Buyi established children's wear and youth brands JNBY JNBY and Ma Peng separately, further subdividing the layout of children's wear.