Dior And Other Luxury Brands Enter The Children'S Wear Market

　　“ Infant and child economy ”It continues to heat up. According to the 2012-2015 Children's Wear Industry Report issued by the National Bureau of Statistics, the annual growth rate of children's wear industry output value can reach 25% - 30%. At present, the number of children aged 0-14 years in China is nearly 300 million, and the huge population has brought a demand for the infant and children's clothing market. In addition, post-80s and even post-90s mothers have become the main consumer group. High consumption investment is a common feature of this generation of mothers.

How to cater to the consumption demand of young "trendy mothers" after 1985 has become the focus of the competition for infant and children's clothing.

domestic clothing The overall downturn in the industry does not seem to have an impact on the infant and child clothing market. Yesterday, the 13th Shanghai CBME Maternity, Infant and Children's Fair, which gathered 2100 brands, opened. The reporter learned that thanks to the "baby economy" created by the birth peak, baby clothes are becoming the "model" of the clothing market against the trend of growth. The annual growth rate of the industry's output value is 25% - 30%, attracting more and more brands to participate in the competition. How to meet the consumer needs of young "trendy mothers" after 1985 has become the focus of competition.

The domestic clothing industry is not having a good time. The reporter learned from Shanghai Customs that with the overseas "fast fashion" clothing brands rushing to the beach, and the rapid growth of low-cost clothing imports from ASEAN countries, the market share of domestic brands has been severely challenged, but baby clothes are an exception in the clothing industry.

According to statistics, the number of children aged 0-14 in China is nearly 300 million at present, and the huge population first brings demand to the infant and children's clothing market. In addition, post-80s and even post-90s mothers have become the main consumer group of baby clothes. High consumption investment is a common feature of this generation of mothers. As a result, the "infant and child economy" continues to heat up. According to the 2012-2015 Children's Wear Industry Report issued by the National Bureau of Statistics, the annual growth rate of children's wear industry output value can reach 25% - 30%.

In addition, according to the report of Frost Sullivan, an American consulting company, in January 2012, the market volume of cotton products and daily necessities for infant clothing in China is expected to reach 227.98 billion yuan by 2015. The reporter learned from a manufacturer at the exhibition site that the gross profit rate of the children's clothing industry can reach 50%, and the net profit also has 10%, which is far better than most adult clothing brands.

The expansion of the market has attracted new brands, Gucci 、 Burberry、Dior、Stella McCartney、Dolce & Gabbana、Fendi、Aramni This year, luxury brands such as, have entered the children's clothing market, and launched a series of products such as ready to wear, underwear, accessories, etc. In addition to these first tier brands, the online children's wear market has become more popular. On June 17, Tmall officially announced the launch of the "Baby Plan". In the first phase, Tmall joined hands with 400 brands to create a series of products and services for children's growth.

"The arrival of more brands shows the great trend of the children's wear industry, and also shows that the threshold of the domestic children's wear market is low, and anyone can squeeze in to have a look." Cao Zhang, chairman of the Pregnancy, Infant and Children Industry Committee of Shenzhen Garment Industry Association, said yesterday that, in fact, to do a good job in children's wear is related to the quality requirements, technical ability, children's wear testing standards and other comprehensive competitiveness, The requirements are quite high. Especially today, the post-80s and post-90s women have become the main consumer groups. In addition to price, they pay more attention to the safety and quality of children's clothing, while giving consideration to fashion and personality. Infant and children's clothing manufacturers must grasp this mainstream trend to ensure sustainable profitability.

The number of stores is more than 1300. The well-known children's clothing brand ANNIL in the 3-14 year old children's market is currently moving its product audience forward to infants and children aged 0-3. This brand, which is positioned in the high-end market, has launched infant products at the highest price of 1000 yuan per piece. At present, it mainly focuses on first tier and second tier cities.

Nan Leizhuo, director of the market center of Annell, told the reporter, "We have entered the infant and child clothing market since last autumn and winter. In addition to using green and environmentally friendly fabrics, we also focus on simple and fashionable design style, which conforms to the aesthetic style of young mothers."

Nan Leizhuo said that "safety" is the first competitive point. In terms of formaldehyde, azo, PH value and other indicators, the company's requirements are even stricter than the national Class A standard. In addition, the company serialized its products and subdivided several product lines, such as outdoor clothes, underwear, gift boxes, accessories, etc. "Home clothes will account for 30% of the infant products of Annell." It is reported that the company's sales this year are expected to exceed 1.3 billion yuan. Although the infant clothing in its infancy only accounts for tens of millions, its future development is more promising.