Judging from the situation in 2018, the children's wear market is generally good, and most children's wear brands have shown strong growth momentum.
Barabara revenue was 8.825 billion yuan
There are two major brand clusters under the Semir Apparel: adult casual apparel represented by the Semir brand and children apparel represented by the Barabara brand. In 2018, Semir Apparel realized operating income of 15.719 billion yuan, an increase of 30.71% over the same period of the previous year. Net profit attributable to shareholders of listed companies was 1.694 billion yuan, an increase of 48.83% year-on-year. Among them, Barabara realized operating revenue of 8.825 billion yuan in 2018, accounting for 56.14% of the total revenue of Semir Group, an increase of 39.6% year-on-year, becoming the brand with the largest contribution to the performance of the group.
In the children's business sector, the company wholly acquired the European mid-to-high end children's clothing KIDILIZ Group in 2018, and promoted the multi-brand business of KIDILIZ Group in China. Its CATIMINI brand has opened its first store in China. The company also introduced The Children ’s Place, a leading North American children ’s clothing brand. At present, the company's children's clothing business has achieved comprehensive coverage of all categories, all ages, and various consumer levels, forming a complete multi-brand matrix for children's clothing.
Teenie Weenie children's clothing revenue 2.193 billion yuan
The Teenie Weenie brand acquired by Vignas Group is positioned as a mid-to-high-end cartoon casual clothing brand, and its target audience is targeted at Gen Z consumers and children. Branded product lines include women's clothing, men's clothing, children's clothing, babies and children's clothing, accessories and coffee shops. In 2018, Teenie Weenie achieved operating revenue of 2.193 billion yuan, an increase of 4.99% year-on-year, and became the brand that contributed the most to the performance of the Vignasi Group. In addition, Teenie Weenie brand e-commerce sales were strong in 2018, a year-on-year increase of 24%. As of December 31, 2018, the Teenie Weenie brand has a total of 1,232 stores, including 1,133 directly operated stores and 99 franchised stores.
Start-up share revenue of 1.399 billion yuan
The startup shares realized operating income of 1.399 billion yuan in 2018, an increase of 4.43% year-on-year, of which the sales of children's shoes reached 774 million yuan, an increase of 0.11%; the net profit attributable to shareholders of listed companies was 181 million yuan, a decrease of 7.05% year-on-year. Startup Co., Ltd. is a domestic brand operator in the children's products industry. It is mainly engaged in the design, development, production and sales of children's clothing products. It owns ABC Kids, a children's clothing brand, which targets the mid-range market and is committed to providing a complete range of products for children aged 3 to 13 , Diverse styles of clothing products. As of December 31, 2018, ABC kids had a total of 2,397 stores, including 23 directly operated stores and 2,374 distribution stores.
Anner's revenue of 1.213 billion yuan
Annel's operating income in 2018 was 1.213 billion yuan, a year-on-year increase of 17.56%; net profit attributable to listed shareholders was 83.387 million yuan, a year-on-year increase of 21.08%. Anner is a private label clothing company mainly engaged in the mid-to-high end children's wear business. It owns the Annil children's wear brand. As of December 31, 2018, the company had 1,433 retail stores across the country, including 990 directly-operated stores and 443 franchised stores. In addition, Annel maintained rapid growth in online channels in 2018, achieving main business income of 417 million yuan, an increase of 37.85% year-on-year, and offline channels achieved main business income of 792 million yuan, an increase of 9.21% year-on-year. Annel stated in the performance report that the substantial increase in sales revenue of the company's online channels mainly comes from the rapid growth of online direct sales channels. The company actively develops online franchise business and enhances the coverage of online channels. An important complement to the company's online channels.
Mini peace revenue 864 million yuan
Mini peace was founded in 2011 and is a children's clothing brand of Peacebird. Its products are mainly targeted at urban children aged 4 to 10 and cover the group of children aged 1 to 4. In 2018, the sales scale of Mini peace continued to grow rapidly, achieving operating income of 864 million yuan, a year-on-year increase of 52.73%. As of December 31, 2018, there were 4,594 stores of Peacebird, including a total of 867 Mini peace stores. In addition, in 2018, Peacebird Group established Ningbo Beitian Fashion Clothing Co., Ltd. to carry out the cultivation of French children's clothing Beitian PeTiT AvRiL. The Betty brand is committed to creating high-quality, high-quality affordable children's clothing for infants between 1 and 12 years of age, forming a price gradient with MiniPeace, occupying the children's clothing market at different prices, and jointly increasing the market share of Peacebird's children's clothing.
361 ° children's clothing revenue 816 million yuan
Since its establishment in 2010, the 361 ° children's clothing brand has been operated by the independent business unit of the 361 ° Group, which mainly provides sportswear, footwear and accessories for children aged 3-12. As the leading sports brand in the military and children's clothing market, the 361 ° children's clothing business performed strongly in 2018, achieving revenue of 816 million yuan, accounting for 15.7% of the 361 ° Group's total revenue, a year-on-year increase of 14.7%. As of December 31, 2018, there were 1,837 sales outlets for 361 ° children's clothing brands, of which 571 sales outlets were located in 361 ° core brand authorized retail stores, which also sold 361 ° core brand products and 361 ° children's clothing products. The 361 ° Group said that as one of the pillars of the Group's children's clothing, the Group hopes that children's clothing will begin to nurture consumers who have loyalty to the brand in the future. From five to ten years later, children's clothing consumers will become consumers of the main brand.
Akabang revenue of 661 million yuan
Azibon, a Korean baby brand acquired by Langzi Group, realized revenue of 661 million yuan in 2018, accounting for 24.82% of Langzi Group's total revenue, a year-on-year decrease of 19.26%. Akabang mainly targets 0 ~ 4 years old infants. Its products cover children's growth products such as clothing, supplies, skin care products, toys, etc. It owns a series of private brands such as Agabang, ETTOI, Putto, Designskin, Dear Baby, etc., and operates Elle as an agent , Maternity and other well-known foreign baby and maternal clothing brands. During the reporting period, Akabang's domestic sales channels include 19 self-operated stores (Agabang gallery collection stores), 14 franchise stores (Agabang gallery collection stores, mother and baby store in stores), and 3 online channels. As of the end of 2018, Akabang had a total of 999 offline sales terminals, including 966 in South Korea and 33 in China (excluding 3 domestic online channels). The Langzi Group stated that it is committed to making Akkabang an important business segment of the company's future profitability.
Blond Rabbi revenue 454 million yuan
In 2018, blond rabbi achieved operating income of 454 million yuan, a year-on-year increase of 5.49%; realized net profit attributable to listed shareholders of 39,512,800 yuan, a significant year-on-year decrease of 56.85%. Established in 1996, Blondie Rabbi is one of the earliest domestic companies specializing in the design, research and development, production and sales of high-end mother and infant consumer products. The Chinese A-share market is a listed company specialized in mother and infant products and services. Infants and toddlers wear and consumer maternal and infant consumer products, including baby clothing, infant cotton products (inner clothing, household cotton, etc.), other infant and daily necessities (bedding, nurturing, bathroom, toiletries, baby strollers, etc. ) And maternity supplies for mothers of childbearing age, prenatal care and postpartum repair. The company's core business is the operation and management of multiple independent international brands including the three independent brands and exclusive agents of Labi Baby, Next Generation I Love Baby and Baby Labi. As of the end of the reporting period, Blond Rabbi has 1,368 offline brand image stores nationwide, of which 253 are directly operated and 1,115 are joined.
jnby by JNBY revenue 285 million yuan
In 2018, jnby by JNBY, a children's clothing brand of Jiangnan Cloth, had revenue of 285 million yuan, accounting for 14.1% of Jiangnan Cloth's total revenue, an increase of 33% year-on-year. As of December 31, 2018, Jiangnan Buyi had a total of 1994 stores, of which 504 were jnby by JNBY stores. In addition, Pomme de terre, a young designer brand launched by Jiangnan Cloth Group in 2016, achieved sales of 23.969 million yuan in 2018, accounting for 1.3% of the group's total revenue and a year-on-year increase of 21.1%.
8EM revenue is 205 million yuan
La Chapelle launched a new children's clothing brand, 8EM, to undertake the parent-child clothing business of the original women's clothing brands La Chapelle kids and Puella kids, while making full use of the advantages of R & D and supply chain resource sharing, to provide children with personalized, fashionable and cost-effective clothing . 8EM achieved operating income of 205 million yuan in 2018, a significant year-on-year increase of 79.84%. As of December 31, 2018, 8EM had a total of 274 stores, a net increase of 72 compared to the end of 2017.
Strong growth in children's clothing brands
In addition to the three A-share listed children's clothing companies' start-up shares, Anner and Blonde Rabbi, Huashang Perspectives reviewed the performance of children's clothing brands under the local women's clothing, men's clothing or sports brand listed companies in 2018. Although this is not a complete statistics, we can still glimpse the trends and clues of the local children's clothing market. From the performance of these 10 children's clothing brands in 2018, it is not difficult to see that despite the fierce competition in the domestic children's clothing market, the current state of development of domestic children's clothing brands, the competition pattern is still quite scattered, the market concentration of children's clothing industry is low, Great room for improvement.
Performance of children's clothing brands in 2018
Judging from the revenue situation in 2018, the children's clothing market is generally good, and most children's clothing brands have developed steadily, showing a strong growth momentum. Among the 10 children's clothing brands, only Akabang's revenue has fallen, and the remaining 9 children's clothing brands have achieved positive revenue growth in 2018. Among them, Barabara's revenue was 8.825 billion yuan, leaving other friends far behind. In terms of revenue growth over the same period, 6 of the 10 children's clothing brands achieved high double-digit revenue growth, of which the top three were 8EM 79.84%, Mini peace 52.73%, and Barabara 39.6%.
The field of children's clothing will become a new battlefield
According to agency statistics and forecast data, China's children's clothing market size will grow at a compound annual growth rate of 8.4% from 2010 to 2017, and the children's clothing market size will grow at a compound annual growth rate of 10.6% from 2018 to 2020. It is estimated that by 2023, the size of China's children's clothing market will reach 282 billion yuan.
Obviously, this is a huge and attractive market, and everyone wants to get a share of it. As consumer demand for children's wear grows, competition in the children's wear market with high growth potential is bound to become fiercer and fierce. The development of clothing brands by apparel brands may become a new standard trend. Driven by the current dual drive of industrial upgrading and consumption upgrading, it is not difficult to foresee that the children's clothing market in the booming development stage will maintain high-speed growth in the future and is the most important growth force of the apparel industry. In the next few years, it will become a key period for the rise of the leading brands in the local children's clothing industry.
However, in addition to the competition between local children's clothing brands, don't forget that there are so many coveted international brands, fast fashion brand children's clothing, and various adult brand clothing companies. For local children's clothing brand enterprises, enhancing the competitiveness of brands and products, and increasing the scale of the enterprise are very important. In the long run, the rapid growth of children's clothing business will undoubtedly become a new performance growth point for apparel brand companies in the future, and the field of children's clothing is bound to become a new battlefield for clothing companies to compete for territory, expand scale and accelerate market share. Outstanding children's wear companies may gain continuous leading advantages, and the industry size and market concentration of the children's wear industry are expected to gradually increase in the future.