With the opening of the two-child policy, the number of children in China will explode. In 2016, there were 480 million children aged 0-16 in China, with an annual consumption of 100 billion yuan. The consumption demand of children’s clothing is about 4.6 billion pieces per year. It is estimated that by 2018, the size of the children’s clothing market is expected to reach 194.1 billion yuan, while this figure was only about 116.4 billion yuan in 2013. As more and more post-80s and post-90s parents enter the children’s wear consumer group, this trend will become increasingly obvious. From 2010 to 2016, the size of my country’s children’s clothing market maintained a compound annual growth rate of 9.5%, which is the most stable growth sub-sector in the clothing industry. the
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Mid-range children’s clothing is the main trend of children’s clothing in the future
The economic status of urban families in China presents a spindle-shaped distribution. Extremely poor families and wealthy families are distributed at both ends, accounting for a relatively small proportion. Ordinary middle-class families account for the majority of Chinese families. Preschool children’s families are dominated by ordinary family consumption in children’s clothing. Mainly oriented, so mid-range children’s wear is the mainstream of China’s children’s wear market. The current children’s clothing market is roughly divided into three grades, low-end market, low-end market and high-end market. The low-end market occupies about 40% of the current children’s wear market. The price of low-end children’s wear products is relatively low, mainly occupying urban and rural markets, and the oversupply phenomenon is serious. The high-end market is mainly dominated by well-known domestic children’s wear brands, which are characterized by high prices, good quality and small market share. The mid-end market has gradually become the mainstream of children’s wear. The main characteristics of the brand are high cost performance and covering a wide range of consumer groups. In the future, mid-end children’s wear brands will gradually scale up and chain, and enter a stage of rapid development. the
The combination of online and offline for children’s clothing is the channel trend
The trendy post-90s are gradually getting married and having children, and become parents. Most of them have accepted the influence of the Internet and are accustomed to online shopping experience. In this case, the combination of online and offline in the children’s clothing industry will maximize its advantages. The combination of online and offline is the trend of the current marketing model, and it will surely replace the pure offline store sales model in the future. Introducing products online will allow middle-end consumers to see more products online, thus helping dealers and middle-end consumers to achieve a win-win situation. Omni-channel apparel companies and retailers will become the real winners. As many shopping options as possible broaden the sales channels of clothing brands on the one hand, and on the other hand can optimize the shopping experience of consumers to the greatest extent. the
Children’s clothing market will be more subdivided
The high demand for children’s clothing has made children’s clothing a relatively mature clothing market like women’s clothing and men’s clothing. When the children’s clothing market is divided to a certain extent, the consumer demand for children’s clothing will be further upgraded. In order to gain more profits, more market segments will be developed. Previously, the children’s wear market was mainly for leisure. In recent years, professional outdoor sports and smart children’s wear have tested the water in the children’s wear market. Those who enter the game first determine the market structure of children’s clothing, and those who enter the game later refine the children’s clothing, which will also bring a virtuous circle to children’s clothing.
