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.