China is children is wear market research this piece of the sea from blue to red

Everyone said two-child policy led to the children's industry, the sea is blue to red from.

Only, although the consumer demand increases, but the market competition is also more intense. There are still some people happy, but also some people worry.

The day before the release of the "2016 - 2021 Chinese high-end children's clothing industry research and investment forecast report" pointed out that in the adult clothing market tends to saturation under the background of children's clothing market is becoming a new growth point of the garment industry. In the upgrading of consumption and two-child policy liberalization to promote good, China's consumption will maintain a high growth rate, the market scale is expected to exceed 150 billion yuan in 2017.

Demand growth accelerated

Children's clothing market mainly covers 0 - 14 year olds dress, according to the age and height of different products can be subdivided into 0 - and 4 year old infants with 3 - 14 year old older children, according to the product types can be divided into coveralls, coats, trousers, T-Shirts, shoes etc..

"13th Five-Year" plan, "the full implementation of a couple can have two children policy". Since 2013 the local open two-child policy in China, the number of newborn babies is the opening of high-speed growth mode, the full implementation of two-child policy to keep the number of newborn babies and even beyond the current high growth rate. From the first half of 2013 two-child policy under the new open local consumption is mostly reflected in infant clothing. At the end of 2016 and early 2017, China's older children's consumption will usher in accelerated growth.

At the same time, the residents' income growth and consumption upgrade has created favorable conditions for children's wear market. Statistics show that in 2015 the whole year, China's per capita disposable income of 21966 yuan, an increase of 8.9% over the previous year, after deducting price factors, the actual growth of 7.4%. And urban residents and rural residents per capita disposable income and per capita consumption expenditure have achieved a relatively rapid growth. By this support, and constantly enhance the consumption of urban and rural residents to provide a guarantee for the prosperity of the baby industry.

Currently, 80, 90 groups accounted for the proportion of parenting groups continue to improve, the better economic growth environment, quality of life and higher requirements, the current mainstream of the "4+2+1" family structure determines children's consumer spending are two generations of accumulation of wealth, continue to enlarge promote baby products consumer demand. They prefer to dress their children in a fashionable and beautiful fashion, and often choose new clothes for their children. According to the survey research center Chinese children industry, 80% families of children accounted for 30% of the total expenditure of the family - 50%, baby consumption has become an important project of household consumption expenditure.

Compared with men, women and other adult clothing category, China's children's clothing industry started late, there are still a lot of space to expand the market growth.

In the first quarter of this year, total retail sales of social consumer goods grew by 9.7%, compared with 0.4 percentage points lower than in 2015. Involved in the economic downturn, weak demand, the current overall growth rate of the clothing industry has slowed down. In demand under the background of recession, the rapid growth of children's clothing market is particularly brisk.

For example, 2014 to 2015 years, the Russian domestic market sales dropped, Sportmaster group opened 12 Sportmaster brand stores in China, 19 O'STIN brand stores (Sportmaster brands, the main leisure clothing in the end).

Sportmaster responsible person, China is the most attractive market in Asian countries. "It is a big, rapidly developing market, and we have to compete with global brands." The person in charge said: "compared with other Asian markets, China's barriers to entry are less. Sportmaster currently has dozens of retail stores in China. Obviously, their expansion strategy is very successful, the company's chain stores in China will be more than the size of its own domestic retail stores in 5 years."

Coincidentally, the Russian Carlo Pazolini group, since 1991 the production of high-end luxury shoes and accessories, has transferred 70% manufacturing operations from Europe to the China now, in Beijing opened a store, and that will open more retail stores in China.

Stress has never been reduced

Why is the market size of 150 billion yuan, there are still companies that can't do anything?

In fact, in the huge bonus temptation, many enterprises ignore one thing, that is from the retail industry perspective, the main effect of two-child policy will be the total consumption, rather than consumption. So, even the clothing enterprises, but also still have to face dangerous business environment.

From the consumer perspective, online shopping channels for retail (especially milk, diapers and other standardized FMCG) impact already is the fact that That's final. Especially in the field of mother and infant, the sea Amoy, cross-border electricity suppliers and other new channels more than the development of other areas.

Therefore, whether it is a professional children's wear brand or the children's clothing line, the difficulty of operating is no less than the weakness of the adult. Relying on the network and scale expansion is not necessarily able to achieve the same proportion of growth, the introduction of its own products, to achieve business model innovation and so on is still an important issue in front of the enterprise.

2016 in the face of this piece of blue ocean, the brands are in abundance to open up new growth points.

Whole industry chain

Semir's children's clothing business to maintain rapid growth. In 2015 Balabala net increase of more than 300 stores, an increase of about 10%, the market share increased to 4.5%. Makale, an increase of 100%, has achieved break even, in 2016 plans to add 200 stores.

Dream a lot of 2015 sales of about 60 million yuan, up about 190%, in 2016 will focus on promoting the company