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Analysis Of Market Size And Competition Pattern Of 2018 Children's Wear Industry
Dec 22, 2018

China's children's wear market is entering a stage of rapid development. According to the data, the size of China's children's wear market reached 145.5 billion yuan in 2016. It is expected that the market size will exceed 166 billion yuan by 2018. The ever-increasing size of the children's wear market and the rapid growth of the market have brought good historical opportunities for the development of children's wear enterprises.


Analysis of market size and competition pattern of 2018 children's wear industry


According to the "2018-2023 China Children's Wear Industry Market Prospects and Investment Opportunities Research Report" issued by the China Business Research Institute, China has fully liberalized its second child since 2016, and the birth population has increased. According to the data, the population born in 2017 was 17.58 million, of which 247.19 million were 0-15 years old, accounting for 17.8%. The ever-increasing number of children is the basis for the booming children's apparel market. In addition, with the improvement of China's economic level and the improvement of people's quality of life, the scale of China's children's wear market will continue to expand in the future. It is expected that the sales volume of China's children's wear market will reach 166 billion yuan in 2018.


Favorable factors in the development of the children's wear industry:


(1) Comprehensive two-child policy opening


On October 29, 2015, the Fifth Plenary Session of the 18th Central Committee of the Communist Party of China reviewed and approved the "Proposal of the Central Committee of the Communist Party of China on Formulating the Thirteenth Five-Year Plan for National Economic and Social Development." The "Proposal" proposes "a comprehensive implementation of the policy of a couple who can have two children." Since the partial opening of the second child policy in 2013, the growth rate of newborn babies in China has increased significantly. It is expected that with the full implementation of this policy, the growth of new babies in the future will maintain or even exceed the current growth rate. With the rapid growth of the number of newborn babies, the number of people aged 0-14 in China will continue to grow, bringing more market space to the children's wear market.


(2) Income growth and consumption upgrade


As the per capita disposable income level of urban and rural residents in China continues to increase, the enhanced consumption capacity provides a guarantee for the prosperity of the baby industry. In addition, the peak of marriage and childbirth after 80 and 90 also further promoted the rapid growth of the consumption of infants. According to the 2015 Sina White Paper on Maternal and Child Consumption, the proportion of child-rearing groups in the 80s and 90s is more than 85.9%. Most of them are only children, and their economic growth environment is superior. They have higher requirements for quality of life and pay more attention to the concept of parenting. At present, almost every family is increasing spending on baby food, education, toys, and clothing. According to the China Children's Industry Research Center, 80% of household expenditures account for 30%-50% of household expenditures. Baby consumption has become one of the biggest expenditures for household consumption. Baby consumption reflects the consumption upgrade of household expenditures.


(3) Children's wear industry is still in the long run


Compared with men's wear, women's wear and other clothing categories, China's children's wear industry started late. With the changes in the consumption habits of children's wear in China, domestic professional children's wear enterprises generally began to develop after the mid-1990s. From the perspective of the industrial life cycle, China's children's wear industry is still in the growth stage, with the characteristics of rapid market demand growth and increased growth space. In recent years, the scale of children's wear in China has been expanding and maintaining a high growth rate.


(4) The rise of online trading


Compared with traditional channels such as department stores and brand-name stores in the street or in the community, online e-commerce has developed rapidly in recent years as an emerging channel. With the rapid development of e-commerce platform, logistics industry and the arrival of mobile Internet era, online shopping has become more and more convenient, and has become one of the most important shopping channels for mom consumers. With the further development of the mobile Internet, the future development of children's clothing e-commerce business is huge, and online transactions will continue to grow at a high speed.


Analysis of the competitive landscape of children's wear market


According to the report, in the top ten domestic and international children's wear brands in 2017, domestic children's wear brands have a comparative advantage, and the share of the share accounted for 59% of all the top 10 brands. Domestic brands perform better than foreign brands, mainly because domestic children's wear brand offline channels are deeper than foreign brands. Domestic children's wear enterprises have a deep understanding of product quality and consumer psychology with their years of market and consumer research. The market is more aware of the fact that it has accumulated important competitive advantages in the market competition.


Analysis of market size and competition pattern of 2018 children's wear industry


With the intensification of competition in the children's wear market, the children's wear brand will develop in a differentiated direction, and the market will be further subdivided. Because the children of 0-14 years old grow fast, the height, body shape and growth speed are different at each stage, so according to the children at various stages. It is especially important to design children's wear with the physical characteristics and the design needs and consumption characteristics of the clothing.


With the intensification of competition in the children's wear market, the market has grown rapidly, and children's wear brands have determined the market positioning of the brand through differentiated strategies. Children's wear brands are increasingly segmented in terms of target age, gender, functionality, and brand style. International brands cover the middle and high end of the children's wear market at different levels, and the style positioning is also very different. Among them, AdidasKids, NikeKids and other brands mainly sell sports function children's wear; ARMANIJUNIOR, FENDI and other brands are positioned higher and more fashionable; H&M, GAP positioning For the public leisure and fast fashion. Domestic brands are more likely to occupy the low-end and mid-end children's wear market, and some domestic brands are positioned in the mid-to-high-end market.


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