The "Two Child" Policy Promotes Children'S Clothing Consumption And The Adult Clothing Brand Wants To Be Divided Into Cups.

The "61" International Children's day has just passed, and the popularity of shopping malls in Chengdu is very strong.

It has become the main profit point of shopping malls.

In adults

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In the case of grabbing the limelight, children's wear shops are thriving.

Recently, reporters visited various shopping malls in Chengdu and found that although children's day has passed, children's clothing counters are still the most bustling place in shopping malls.

Children grow fast clothes must be changed every year.

Mr. Yang is a single father. Although his income goes well, he seldom buys new clothes for himself, and a fitted suit will wear for two or three years or even four or five years.

For a 9 year old son, he should buy at least two clothes a year, especially in summer and winter clothes, because children grow fast. Even when they buy a large size, they can not be dressed in second years and have to upgrade.

In the interview, reporters learned that even young parents, most people themselves are more rational in buying clothes, especially men who are usually not keen on chasing new clothes, and clothes can often be worn.

For children, like Mr. Yang, they have to buy them every year, even if they are frugal.

Because of this, in the clothing industry, children's wear is like evergreen trees, and the market share has been growing steadily. This trend has been particularly evident this year.

According to the China children's Industry Research Center, 80% of the family children's expenditure accounts for 30%-50% of the total household expenditure, and children's consumption has become one of the largest consumer expenditures in household consumption.

Among them, children's clothing consumption accounts for a large proportion.

Take the famous clothing brand clothing and love as an example, in May this year, the sales volume of children's clothing in Sichuan reached 22 million yuan, an increase of 16% over the same period last year.

"This is a very good achievement for the depressed clothing retailing industry."

Ma Boyi, general manager of Chengdu garment company, can not help but sigh.

"Two child" policy promotes children's clothing consumption

With the release of the "two child" policy in 2013, China's children's wear market is at its peak.

According to the analysis and trend prediction of the development of China's children's wear market in 2016, the number of the 0-14 year old population in China continues to grow, and keeps increasing upward trend, which will bring room for children's wear market.

Ma Boyi, who has been engaged in retail business for many years, said that sales of clothing and children's clothing products steadily increased by 20%-30% each year. The company's children's clothing brand Chocolat and pawinpawbaby achieved double sales target after the opening of the "two child" policy.

"At present, the average annual newborn population in China is about 16 million, and with the release of the" two child "policy, the baby population is in the golden period of growth, which is the foundation for supporting the continuous growth of children's clothing consumption in China.

Cao Jianjun, general manager of the Sichuan branch of Le you international business group (hereinafter referred to as "Yue you"), is also very confident about the retail market of children's wear line. This letter is based on the conclusion that the sales of children's wear in Sichuan Yue's children's clothing increased year by year, and now it has accounted for 30% of the sales of the whole (including diapers, milk powder, toys, etc.).

Concept update children wear line sales growth significantly

Ou Jianling, Secretary General of Chengdu Retailers Association, believes that children's clothing will become a new growth point of the offline retail industry. The necessity of high quality and try out will become a breakthrough point for offline channels.

"Children's category contrast adult clothing, in addition to the beauty of style and color, but also consider product safety, fabric comfort and size combination, without good word of mouth brand is very difficult to expand children's category in the electronic business platform."

Ma Boyi said that with the 80 and 90's parents, children's clothing consumption groups are undergoing a new round of updating. They have the concept of child care plus birth and child care, and often pay more attention to the improvement of their children's quality of life.

"Because adults have a clear understanding of their own sizes, for garment manufacturers, the style changes are relatively small, which helps to reduce costs, but it is also easy to cause backlog. Therefore, online discount efforts are sometimes higher than those under the line, leading to the obvious trend of adult garment business becoming bigger.

For children's children's clothing, 80 and 90's mothers have become mainstream buying groups. Their ideas are relatively new, and have strong consumption ability, low sensitivity to price, willing to pay for high quality, high safety and high added value baby products.

Cao Jianjun grasped the appeal of young mothers to children's clothing, and also tasted the sweetness.

According to the world clothing and shoes net, the annual sales of the children's clothing of Yue you's 10% increased by two, mainly through the design and safety dimensions to provide consumers with fashionable and safe products.

Market big adult clothing brand wants to share a cup of soup

Despite the large market of children's wear in China, there are many brands and great competition in the industry.

But in the face of the saturation of the adult clothing market, many domestic and foreign adult clothing brands also want to squeeze into the children's wear market, forming a more competitive situation.

In 2002, Semir, an adult clothing brand, entered the children's wear market and established the Barbara children's clothing brand. Its profit has been on the rise.

According to its earnings report from 2012 to 2016, the proportion of children's business income was 29.94%, 34.75%, 38.87%, 41.81% and 46.88% respectively.

Because of this, Barbara is also known as "the first brand of Chinese children's clothing".

In 2004, the clothing and love group introduced the children's clothing brand E-LANDKIDS, which has won widespread acclaim from consumers. With the children's clothes of American campus leisure style, it has been rapidly rising in the Chinese children's wear market.

Domestic adult clothing brands such as Taiping bird and Jiangnan Buyi are also extending to the children's wear industry.

Foreign brands such as Zara, H&M and GAP, which are popular with young people, have launched their own children's clothing.

Reporters in Chengdu Joy City see, the third floor children's format area has many adult clothing brand created children's clothing brand.

The competition of adult clothing brands has promoted the reshuffle of children's clothing industry.

"The consumer concept has changed, and the aesthetic and quality requirements have been improved. The quality of the famous adult clothing brand is deeply trusted by the consumers. Therefore, the design and development of adult children's clothing often get higher recognition from consumers."

Ou Jian Ling is very optimistic about the way the adult brand launches children's clothing.

More interesting reports, please pay attention to the world clothing shoes and hats net.