What is the prospect of children's wear market this year?

—— Original title: Analysis of the current market situation and development prospect of children's wear industry in China in 20 19. The second child+a new round of consumption upgrading promotes the release of demand. The growth momentum of children's wear market is strong.

"I feel that children's clothes are more expensive than adults, but I still have to buy what I should buy. "A few days ago, Ms. Liu, a citizen who chose children's wear in Times Square in Urumqi, said with emotion," Price is not the first consideration, but fabrics and styles are the first choice. "

China's children's wear industry developed late, but in recent years, with the liberalization of the two-child policy and the improvement of people's consumption level, brand children's wear enterprises have ushered in development opportunities.

Since 2008, China children's wear industry has maintained a sustained and rapid growth trend. Benefit from China's consumption upgrade and the bonus of the second child policy. According to the statistical data of Forecast and Analysis Report on Market Demand and Investment of High-end Children's Wear Industry in China released by Forward-looking Industry Research Institute, the market size of children's wear industry in China has reached 72.2 billion yuan in 2008, showing an increasing trend year by year. In 20 12, the market scale of children's wear industry in China broke through100 billion yuan for the first time. By the end of 20 17, the market scale of children's wear industry in China reached a new high in nearly six years, reaching 65,438. It is preliminarily estimated that the market scale of children's wear industry in China will exceed 200 billion yuan in 20 18.

Market Size Statistics and Growth Forecast of Children's Wear Industry in China in 2008 -20 18

Data source: compiled by Prospective Industry Research Institute.

(Note: market scale growth in 20 10/0/0.5%).

Consumer demand for children's wear was further released.

"Sales were particularly good on the eve of June 1, and many styles were sold out." The promoter of a children's clothing store in Times Square in Urumqi told the reporter, "The summer vacation is coming, and it should usher in the sales peak again. These days, our store is busy replenishing goods and will launch many promotional activities. "

"It turns out that everyone is not optimistic about children's wear, and there are not many people engaged in this industry. The previous growth may be around 20%. Judging from 20 16, the growth rate is still quite fast. By the end of this year, our growth should reach 50%. " Chen Ming, head of a clothing company specializing in children's wear production in Jinjiang, Fujian, said.

In recent years, China's children's wear industry has achieved rapid growth, and the policy of encouraging birth has further released the demand for children's wear consumption. In 20 17, the retail scale of children's wear market in China reached159.7 billion yuan, up 9.76% year-on-year, with a compound growth rate of 8.23% in recent five years, while the retail scale of the overall clothing industry only increased by 1.36% year-on-year, and the growth rate of children's wear retail sales was significantly higher than that of the overall clothing market.

"The liberalization of the second child policy has further increased the scale of the market, which is a good opportunity for us." Chen Ming said.

Statistics show that in recent years, the proportion of children's industry in shopping centers has increased from 8% in 20 12 to 20% in 20 17. After the one-child policy was opened in 20 13, the birth rate of newborns in China began to rise in 20 14. With the continuous implementation of the policy of encouraging birth, the number of newborns is expected to increase further in the future, and the consumer demand for children's wear will be further released.

"Children grow faster, and most clothes can only be worn for one season, so they can't be worn." In the interview, most parents said that children's clothing consumption has the characteristics of higher replacement frequency than adult clothing.

Judging from the performance of investors' attention, the stock prices of listed companies related to children's wear plate performed well. Recently, listed companies involved in children's wear in the A-share market have released the first quarterly report of 20 19. Among them, Anna Nair's net profit in the first quarter of 20 19 was 46,928,800 yuan, up 30.01%year-on-year; The net profit of Qibu shares in the first quarter of 2065438+2009 was 46.6085 million yuan, up 47.63% year-on-year; The net profit of Mason Clothing 20 19 in the first quarter was 347 million yuan, up 1 1.6% year-on-year.

A new round of consumption upgrading promotes brand development.

"Price is not a problem, the most important thing is quality and style." In the interview, many parents hold this view.

It is understood that the parents of the younger generation after 1980s and 1990s have gradually become the main force of children's wear consumption, and they pay more attention to the fabric and design of children's wear. The new consumption concept not only promotes the rapid growth of children's wear consumption scale, but also puts forward higher requirements for the quality of life.

"In the past few years, the phenomenon of homogenization of children's wear products and simplification of consumption scenes has become more common. However, with the post-90 s entering the peak of marriage and childbirth, young parents with higher aesthetic requirements have more demands for children's wear in different scenes. " Chen Ming said that the new round of consumption upgrading will bring opportunities and challenges to children's wear manufacturers. We must seize the changes in consumption trends, increase research and development efforts, and make the styles of children's wear more scene-oriented.

The person in charge of a children's wear production enterprise in Fujian told the reporter that before 20 15, a large number of consumer markets below third-and fourth-tier cities went to the textile market and clothing market to buy children's wear. But in recent years, the requirements for brands have become higher.

In the Internet age, buying clothes online has become the choice of many people, and clothing shopping malls have become deserted. However, the reporter visited many supermarkets in Urumqi and found that there were more people in the children's wear sales office, especially some brands of children's wear, and more children came to try on clothes.

It is understood that for the children's wear market, shopping centers with comprehensive consumption experience are important channels for children's wear sales. "It is extremely happy for children to enjoy the joy of experience during the purchase process, especially the freshness of wearing new clothes." The person in charge of a supermarket on Zhu Min Road in Urumqi said.

It is precisely because of the development prospect of children's wear that more and more domestic and foreign clothing brands begin to enter the children's wear market. At present, the competitors of China children's wear industry mainly come from Zhejiang, Fujian and Guangdong, and there are about 20 children's wear brands.

High-end children's wear industry needs to be developed urgently

It is understood that the audience of children's wear market is mainly 0~ 16 age group, which is divided into high-end, middle-end and low-end markets according to price. The children's wear industry in China started late and is currently in the growth stage. The market demand is growing rapidly and the growth space is increasing. However, the real domestic brands have not yet formed, the high-end market has long been dominated by international brands, and there is a lack of well-known brands in China.

"The scale of children's wear enterprises is generally small, there are still many OEM, miscellaneous and unlicensed factories, there is a serious shortage of designers in children's wear enterprises, and the homogenization competition among enterprises is more serious." Chen Ming said, "Traditional children's wear brands are under great pressure, and many adult brands have extended to the field of children's wear. The children's wear business of adult brands is in full swing, and children's wear brands have suffered a lot. "

In Zhili Town, Huzhou City, Zhejiang Province, there are nearly10.3 million children's wear production enterprises and more than 7,000 children's wear e-commerce enterprises. From the very beginning, it was only for offline channels to e-commerce channels such as Taobao. In 20 17, the online sales of Zhili children's wear reached 7 billion yuan. In Qingdao, the Jimo district government previously announced that the district will jointly build a world-class children's wear industry cluster with China Textile Industry Federation, and strive to make Jimo the first world-class children's wear industry cluster in China in 5~ 10 years.

China's children's wear market concentration is far less than that of other developed countries such as Britain and the United States, and there is still a high room for growth. The market share of children's wear is scattered, and the market share and competitiveness of a single brand are limited. According to the report of CIC consultants, the total market share of the top ten domestic children's wear brands is 1 1.3%.

This also gives small and medium-sized enterprises some competitive opportunities. "The high-end children's wear industry has not yet formed a strong leading brand, and the market concentration is low. The children's wear industry has become the last piece of cake in China's clothing industry, and anyone can become a leader in the children's wear market. " Forward-looking industrial research institute analyzed in the report.

"In the final analysis, the decision makers of children's wear are not the children themselves, but their parents. Parents' personalized aesthetics will also be projected on children, and what children wear often shows family taste. Therefore, more and more young parents are no longer sensitive to cost performance, but pay more attention to brand, design and personalization. " Insiders said.