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Domestic children's clothing is squeezed in the low-end market. How will the high-end market be developed in the future?

发布日期: 2019年06月10日 Source: Children's Wear Watch Release Date: June 10, 2019 Baby clothes

Before the outbreak of the children's clothing industry, the positioning of various brands was only in the low-end. Affected by foreign children's clothing brands, domestic children's clothing brands have increased their layout of the children's clothing market, focusing on the high-end market.

In China's domestic children's clothing market, domestic children's clothing manufacturers, which account for 50% of the market, are basically squeezed in the low-to-medium market. Because many small-scale enterprises have to compete to reduce prices or make other people's clothes to make small profits in order to survive; and Of the 50% share occupied by foreign brands, it almost monopolizes the high-end market for Chinese children's wear.

According to statistics, consumption of high-end children's clothing accounts for 25% of total consumption, consumption of mid-range children's clothing accounts for 37% of all, and low-grade children's clothing accounts for 38% of total consumption. At this stage, the domestic high-end children's wear market is almost occupied by foreign brands. If domestic brands want to seize the high-end market and compete with foreign brands, their business methods must be advanced.

Compared with foreign countries, China's high-end children's clothing market is still slightly blank. At present, it is still in its infancy, and most of its consumption is still concentrated in first-tier cities and the more developed provinces and cities on the southeast coast. According to a report from Credit Suisse, the annual amount spent by Chinese families for children under 14 was $ 92 per child in 2015, compared to $ 35 in Japan and $ 487 in the United States. But with the emergence of high-end children's clothing brands in China, this number will also increase.

The pattern of children's clothing is undecided, and the high-end layout has become a consensus

Unlike milk powder, diapers and other industries, the children's clothing industry is very fragmented. There is still no fixed number of who is the industry leader. Although Barabara is currently the only player with a body size exceeding 5 billion, it also only accounts for 5% of the market share. Other players Both are less than 1%, so the future pattern of children's clothing will definitely change again and again.

In addition to the companies that started operating high-end children's clothing in the beginning, many companies that have witnessed in recent years have begun to increase the high-end. Anta acquires FILA's sales rights in China; Semir acquires Kidiliz, a European leader in mid-to-high-end children's clothing, and Semir can become the world's second-largest children's clothing company through this acquisition; Anner's 24 million capital increase, Xinyu Yingtong won "Sunshine Rat", Sunshine Rat is a domestic high-end baby brand.

High-end revival offline economy

The dividend period in the e-commerce era has gradually disappeared, and in 2016 Jack Ma also proposed the concept and trend of "new retail". The original "Amoy Brands" were slowly "going out", and now all walks of life are talking about "new retail", and children's clothing is no exception. Unlike milk powder and diapers, a sense of use can only be produced after consumption. Children's clothing has direct fabric contact, which can intuitively feel the quality, so offline children's clothing mode cannot be abandoned. "It can be seen and felt at the store, both fabrics and workmanship can be seen at a glance." This is almost all the reasons for choosing offline consumption, an overview of the brands that sell better offline, or the brands that have higher visibility. Most of the well-known brands have strong economic strength and the ability to bear high offline rents, which is also their inherent advantage in developing offline models.

High-end "face value", the winner

In fact, the main decision-making power of children's clothing consumption is still in the hands of parents, especially the aesthetic preferences of mothers determine children's clothing consumption. In the past, children's clothing consumption led by "post-70s" parents is gradually dominated by "post-80s", "post-90s" and even younger parents. These young parents have higher requirements for the aesthetics, functional details and safety of clothing. In terms of design style, their aesthetic taste also influences the decisions of children's clothing brand designers.

When the safety and quality of children's clothing gradually become a hygienefactor (maintenance factor, that is, a factor that prevents consumer dissatisfaction), young consumers will pay attention to the design and uniqueness of the product while paying attention to the comfort of children's clothing. Young consumers pursuing personalization are very “picky”.

In order to satisfy the “choosing” of young consumers, in terms of design, MiniPeace, littleMO & CO, jnbybyJNBY, and gxg.kids are representative of the extended brand of adult wear, with outstanding performance.

Comparatively speaking, the design sense of fast fashion brand children's clothing is more adult-oriented, while the design of sports and leisure brands, especially domestic brands, has been greatly improved. Many products highlight children's interest by combining with well-known cartoon IP images.

High-end price, the best choice

Typical “6 + 1” and “6 + 2” family structures are increasingly appearing. The children ’s clothing market has also changed from a practical type that meets basic wear to a brand that pursues fashion and beauty. In the future, there are requirements for quality and style. Will have more room for brand development.

On the one hand, parents are willing to invest more for their children, but on the other hand, because children grow fast, many clothes can only be worn for one season, so many parents think that buying too expensive clothes is not worth it.

The production cost of children's clothing is not lower than that of adult clothing, but the price of children's clothing cannot be set too high, which also requires brand balance.

The high-end trend is obvious, but it is not advisable to blindly invest money. Consumption upgrade does not mean that consumers are blindly pursuing high prices and famous brands. Too much product premium does not bring higher profits. "High quality and reasonable price" can be more popular.

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Le Mom

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

While asking our parents to return to work, it is homework for various groups in the school. It is a sophomore, Chinese, mathematics, English, music, sports, art, and so many groups. Parents must accompany their children to read and complete the tasks. Then take pictures, videos! Then, parents are back to work. How can these homework be completed? Is it time to return from work? It's really unreasonable. Parents are tired.

Luo Jiahui

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I think the health of students is very important now, especially under the background of this student, there are already a large number of students with myopia. Why does the school education even force students to watch it so that glasses ca n’t work in a day, I I am a senior in high school. I have to stare at the screen for at least four hours a day. The glasses are really tired, and it takes about seven or eight hours a day to do questions on the screen. The glasses are really too high.

Oops

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

Teachers, parents, and children all torture each other. Actually, the kindergarten also recorded online lessons. I did n’t think it was necessary for my second grade. The teacher could arrange special homework, copy papers, diary and manual. The damage to the eyes is great, and the loss is worth it.

Yunpiao

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I'm curious. Except for the supplementary classes for the junior high school and high school winter vacation, aren't all the elementary and middle schools yet to start? Generally, it is around February 25 every year. Why are there live lectures everywhere? How are the students' schedules arranged? Looking at parents' phones all day long?

The commoner is far away

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

Suspension and non-stop online teaching is to make head decisions, without considering the actual situation of each teacher or student, can it be equipped? Non-graduate classes may be delayed for the summer vacation and shortened.

Live the Royal Sister Rice

  • (Visitors) 8 days ago

Reply to the subject: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live broadcast can watch video playback

I think this form is very good. In the fifth grade, a class is only about 15 minutes. It is very efficient. Think about how much time you usually waste at school. After listening, the child can rest and do his own work. He finishes his homework at six o'clock, and the evening time is all his own.

Zheng Yu brother

  • (Visitors) 8 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

It looks like a good thing, but it's impractical to think about it a little more, one without teaching materials, two without teaching participants, three without multimedia courseware, and four without classroom feedback and interaction. How to keep the network unblocked? How to ensure everyone's participation? Does the leader feel that the teacher can talk like a speaker for three hours without stopping? Usually carrying the new curriculum standard with students as the main body of the classroom, at this moment, the teacher sang a monologue.

Worchen

  • (Visitors) 8 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

This is indeed a new transformation. The teacher did not expect that one day it would become a webcast anchor. Maybe one day, the teaching methods changed due to the virus epidemic in the new hall increased the popularity of online education. In fact, from one aspect, this is also necessary for the progress of the times. School education can also be diversified and adapted to different courses on different platforms.

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