The children's clothing market is large and fragmented, but the overall pattern is gradually taking shape. Through a new wave of data, the future of the children's clothing market is finally traceable. According to market intelligence data from the Maternal and Child Research Institute and Magic Mirror Market, we found that the latest online platform children's clothing category in 2019 has these characteristics:
Sales in 2019 are steady, only in February is the trough
From the online data of Tmall + Taobao and children's clothing, from January to May 2019, except for February, the sales in other months are similar. The average unit price of the product was the lowest in May, less than 40 yuan, but sales were slightly higher than in other months. Affected by the Spring Festival in February, both sales and sales fell. The sale of children's clothing varies by season, but overall it is not very obvious.
Zhejiang and Guangdong provinces
According to the market data of Imagin, the distribution of sellers' stores is ranked first in Zhejiang, second in Guangdong, and third in Shanghai. Sure enough, the pattern of Jiangsu, Zhejiang and Shanghai is still the key area for children's clothing. Zhejiang has benefited from the development of e-commerce and transaction payment in recent years, and has become a large province with regional distribution of sellers. Zhejiang's e-commerce gathering city ranks second in addition to Hangzhou due to its provincial capital advantage, and Huzhou is second to expectations . Huzhou Zhili is an important town for children's clothing. With the transformation and upgrading, a number of sellers and enterprises have benefited from the e-commerce dividend.
How children's costumes stepped on the throne step by step
In the latest data, we can see a very promising sub-category-children's costumes. It only entered the public's sight in March 2019, and it barely ranked 10th among the subcategories, with a chain growth rate of 214.2%. Looking at the top ten, no other category can surpass it. In April, it moved to fifth place in one fell swoop, with a growth rate of 131% month-on-month, far exceeding all other categories. It reached its peak in May. Among all sub-categories, from sales to sales, to year-on-year and quarter-on-month growth rates, it reached the top position.
With the escalation of consumption, new generations of parents dominated by the post-90s generation, consumer consumption concepts have been constantly updated, and the children's clothing market has continued to develop new categories while developing rapidly. Children's costumes are a new category derived from the trend of the times. Parents of new generations strive for all-round development of their children, and pay special attention to moral, intellectual and physical beauty. In addition, "full-time mom" has gradually become a profession, devoted to the family and children, so children's costumes seem to become a must-have when developing specialties.
From brand to store, the first is still the first
In the category of children's clothing, among the Tmall Taobao platform and brand TOP10, Barabara ranked second, and the first was occupied by "other" categories. In a sense, the Barabara brand was still the first. Therefore, in the list of stores, Barabara flagship store is still the first store. The second brand is Antarctic, but the second-ranked store is indeed David Bella. The reason is that there are too many sub-categories operated by Antarctics. The brand is contracted to various operators. The online stores are scattered and not fixed. Flagship store sells children's clothing, so the store rankings are unknown. So David Bela, who was originally ranked third on the brand list, came second in the store list.
2019 Semir Q1 shows that Semir's first quarter revenue was 4.118 billion yuan, an increase of 63.9% year-on-year. In 2017/2018, Semir Group's children's clothing business had revenues of more than 50%. According to this ratio, Barabara's performance should be similar to that of 2018, and it is still a rare domestic player with revenues exceeding 5 billion.
Store-ranked David Bella's online statistics are surprising. Tmall is the largest online platform for children's clothing sales. During 618, David Bella won the second place in the children's clothing honor list, second only to Barabara; the domestic counter brand honor list ranked second, only after Barabara. In addition, David Bella ranked second in the double eleven for two consecutive years, after Barbara. So overall, David Bella is well-known online.
The star product is children's pants
In Double Eleven in 2018, the Tmall platform re-examined and took stock of the new Double 11 trends and segmented opportunities. Among the main categories of the mother and baby market, children's pants occupy a seat. The survey shows that the elimination rate of children's pants is higher than that of tops. It is not difficult to see that children's pants as the main category just need to be on board is beyond doubt.
Magic Mirror market intelligence data shows that from January to April 2019, "pants" has always occupied the top spot in the sub-category list. Even in the baby list, leggings and mosquito pants are ranked first.
In April 2019, Tmall and Taobao platforms sold more than 22.4 million children's pants, with sales of 962 million yuan. Compared to other categories, it is a well-deserved "head card".
No matter how the industry trends change and how unstable the market structure is, we must closely follow the current trend and grasp the future direction. The second half of 2019 has begun, and I want to grasp the lifeblood of children's clothing trends!