Editor's note: With the shrinking profits of adult clothing, children's clothing has gradually become a rich "pan-in-China" in the eyes of related companies. According to media reports, China's children's clothing industry currently has a market size of 100 billion yuan and a production scale of 5 billion. Faced with such a huge market, many brand companies have asked for a share.
With the shrinking profits of adult clothing, children's clothing has gradually become a rich "pan-chinese meal" in the eyes of related companies. According to Liu Jia, secretary general of the China Apparel Association Children's Wear Committee, China's children's clothing industry currently has a market size of 100 billion yuan and a production scale of 5 billion.
Faced with such a huge market, many brand companies have asked for a "share of a cup." According to Cui Hongbo, CEO of Shanghai Zhengjian Brand Management Consulting Co., Ltd., “The children's wear market is the last cake in the Chinese clothing market. This year's children's wear industry is still in a period of rapid growth, but the pattern will become complicated and confusing.†Zheng Jian Brand Management provides According to the data, the top three rankings in the domestic children's wear market in 2011 were Adidas, Nike and Balla Balla.
On the one hand, the first brand of the local children's wear industry, Bara Bala (from Senma), achieved operating revenue of 756.9337 million yuan in the first half of 2011, an increase of 57.48% year-on-year, which is higher than the "Summer" casual wear. Such a good performance, had to let other brands "jealous", so Metersbonwe, Annunciation, Peacebird, etc. have tried children's clothing.
On the other hand, sports brands are also looking for new profit growth points in recent years. "Children's wear brands will become the next battlefield for major sports brands," said Cui Hongbo. It is understood that Adidas, Nike has entered the children's wear market 10 years ago, the domestic sports brand Anta, Li Ning, 361 ° also launched children's clothing products in the past two years. From the price point of view, Adidas and Nike children's wear are positioned in the high-end market. Anta children's wear is positioned in the low-end market. Li Ning children's clothing is also aimed at the mid-range market.
Yesterday (February 21), Nike Brand Vice President Nike Sports (China) Co., Ltd. General Manager Qi Kege said that Nike is working with Goodbaby Group on strategic cooperation on children's clothing.
Currently, Nike's development of the children's wear market mainly relies on strategic cooperation with Goodbaby Group. Goodbaby has now become Nike's largest global children's category.
Yesterday, Song Cheng, chairman of the Goodbaby Group, revealed to reporters that Nike had been working with Nike for 10 years. Now there are more than 900 Nike children's clothing stores in China with total sales exceeding 1 billion yuan. In terms of e-commerce, the previous year's sales reached 200 million yuan within two years through the distribution of online channels. He believes that the development of e-commerce in 2012 will greatly accelerate the growth of performance.
Cui Hongbo said that the domestic brands' need to more precisely refine their positioning in the face of the 10-year long-term layout of international brands.
At the same time, on April 2, 2011, Dior Kids opened a store in Shanghai's Hang Lung Plaza, which means that international luxury brands have begun to enter the Chinese children's wear industry, including BurberryChildren, GucciKid, BabyDior and ArmaniJunior.
The data shows that there are currently 380 million children aged 0 to 16 in China. From 2003 to 2008, the consumption of children's clothing from 3 to 12 years old in China increased from 42.5 billion yuan to 68.7 billion yuan, with an average annual compound growth rate of 10.09%, accounting for 80.10% of the entire children's wear consumer market. It is estimated that by 2013, the market size will exceed 100 billion yuan.
In this regard, Cui Hongbo believes that from the point of view of market competition, international brands occupy half of the country and almost monopolize mid-to-high-end markets, while the brand influence of domestic brands is not strong. “Unlike adult outfits, buyers are their parents, so The brand's requirements are high."
With the shrinking profits of adult clothing, children's clothing has gradually become a rich "pan-chinese meal" in the eyes of related companies. According to Liu Jia, secretary general of the China Apparel Association Children's Wear Committee, China's children's clothing industry currently has a market size of 100 billion yuan and a production scale of 5 billion.
Faced with such a huge market, many brand companies have asked for a "share of a cup." According to Cui Hongbo, CEO of Shanghai Zhengjian Brand Management Consulting Co., Ltd., “The children's wear market is the last cake in the Chinese clothing market. This year's children's wear industry is still in a period of rapid growth, but the pattern will become complicated and confusing.†Zheng Jian Brand Management provides According to the data, the top three rankings in the domestic children's wear market in 2011 were Adidas, Nike and Balla Balla.
On the one hand, the first brand of the local children's wear industry, Bara Bala (from Senma), achieved operating revenue of 756.9337 million yuan in the first half of 2011, an increase of 57.48% year-on-year, which is higher than the "Summer" casual wear. Such a good performance, had to let other brands "jealous", so Metersbonwe, Annunciation, Peacebird, etc. have tried children's clothing.
On the other hand, sports brands are also looking for new profit growth points in recent years. "Children's wear brands will become the next battlefield for major sports brands," said Cui Hongbo. It is understood that Adidas, Nike has entered the children's wear market 10 years ago, the domestic sports brand Anta, Li Ning, 361 ° also launched children's clothing products in the past two years. From the price point of view, Adidas and Nike children's wear are positioned in the high-end market. Anta children's wear is positioned in the low-end market. Li Ning children's clothing is also aimed at the mid-range market.
Yesterday (February 21), Nike Brand Vice President Nike Sports (China) Co., Ltd. General Manager Qi Kege said that Nike is working with Goodbaby Group on strategic cooperation on children's clothing.
Currently, Nike's development of the children's wear market mainly relies on strategic cooperation with Goodbaby Group. Goodbaby has now become Nike's largest global children's category.
Yesterday, Song Cheng, chairman of the Goodbaby Group, revealed to reporters that Nike had been working with Nike for 10 years. Now there are more than 900 Nike children's clothing stores in China with total sales exceeding 1 billion yuan. In terms of e-commerce, the previous year's sales reached 200 million yuan within two years through the distribution of online channels. He believes that the development of e-commerce in 2012 will greatly accelerate the growth of performance.
Cui Hongbo said that the domestic brands' need to more precisely refine their positioning in the face of the 10-year long-term layout of international brands.
At the same time, on April 2, 2011, Dior Kids opened a store in Shanghai's Hang Lung Plaza, which means that international luxury brands have begun to enter the Chinese children's wear industry, including BurberryChildren, GucciKid, BabyDior and ArmaniJunior.
The data shows that there are currently 380 million children aged 0 to 16 in China. From 2003 to 2008, the consumption of children's clothing from 3 to 12 years old in China increased from 42.5 billion yuan to 68.7 billion yuan, with an average annual compound growth rate of 10.09%, accounting for 80.10% of the entire children's wear consumer market. It is estimated that by 2013, the market size will exceed 100 billion yuan.
In this regard, Cui Hongbo believes that from the point of view of market competition, international brands occupy half of the country and almost monopolize mid-to-high-end markets, while the brand influence of domestic brands is not strong. “Unlike adult outfits, buyers are their parents, so The brand's requirements are high."
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