Children grow fast and consume high frequency, children's shoes and clothing are still in the growth stage, and the high boom is growing faster. Domestic professional brands start early, have superior scale, and have first-mover advantages, especially in the field of infants and young children. Adult extension brands have a late layout, income scale and industry status still need to be improved. At present, adult extension brands have more sports brands. Strong (such as Anta children, etc.), revenue scale, market share, etc. are ahead of other extended brands. It is expected that with the consumer demand for children's shoes and clothing in the future, it will diversify to personalization and fashion. Other adult clothing extended brands will also There will be an opportunity for development.
More and more adult clothing is extended to the field of children's clothing. The most important reason or purpose is to optimistic about the future development of children's clothing. According to data from the Prospective Industry Research Institute, the compound annual growth rate from 2012 to 2017 is 8.65%, and it is predicted that the market size of China's children's clothing industry will reach 218.3 billion yuan in 2023.
China has a huge number of children's consumer groups. From the perspective of the industrial life cycle, the children's clothing industry is still in the growth stage, the market demand is growing rapidly, and the room for growth is huge. Especially with the implementation of the comprehensive second child policy, the prospects of the children's clothing industry are promising.
There is another reason that many outsiders tend to ignore, but for those companies that cut from adult clothing to children's clothing, it must be implemented and persisted. That is to rely on children's clothing to shape the brand image and cultivate user loyalty.
The 361 ° Group has stated 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 with loyalty to the brand in the future, and from five to ten years later, children's clothing consumers will become consumers of the main brand.
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.
Also at the time, Barabara, as a "sub-brand", turned the tide in the face of a downturn in the main brand. Driven by children's clothing brands, there are now signs of recovery in casual clothing. In contrast, Meibang Clothing can only rely on capital to make a difficult turn. Although it has improved in the past two years, the road to turn is indeed difficult.
Established in 1996, Senma Clothing has become a popular leisure brand known to consumers in the 80s and 90s together with Metersbonwe, which also started in Wenzhou. However, after foreign fast fashion brands such as Uniqlo, Zara, H & M entered the Chinese market in recent years, Semir's position has been greatly shaken, and even closed 391 stores in 2013. In 2013, Semir Group's casual wear attempted to hold hands with high-end men's wear suffered a setback, while the children's wear section has been showing an upward trend. It can be regarded as "the flowers are planted without intention, and the willows are planted without intention".
In fact, the purpose of 361 ° also shows the original intention of other adult clothing brands to develop children's clothing; Barabara's success affected the mind of consumers, making it also has a good reputation in the field of adult clothing. In the future, the industry concentration will be further enhanced, and the special characteristics of infant and child consumer products will make its brand loyalty and concentration higher than those of similar adult consumer products.
In China's children's clothing market, many companies will choose to continue to develop upstream, have become older children to be middle children, have middle children to be young children, and even some began to cut into the motherhood. The interconnected mother and baby industries are sparing no effort to expand their production lines, trying to build their own private domain traffic, cultivate user loyalty, and hold users in their own hands. Therefore, for the adult clothing startups, developing children's clothing is a very wise choice. It can train users for the next 5 or 10 years and greatly reduce the cost of customer acquisition.