Position: Domestic children's wear is squeezed in the low-end market, how to force the future of the high-end market?
Date:2019-02-21 16:00:00 Hits：1735
Before the outbreak of children's wear industry, the positioning of each brand is only at the middle and low end. Affected by foreign children's wear brands, domestic children's wear brands have increased the layout of the children's wear market, with the focus on the middle and high-end market.
In China's domestic children's clothing market, domestic children's clothing manufacturers, which account for 50% of the market share, are basically squeezed in the middle and low market. In order to survive, many small enterprises have to compete to lower prices or make clothes of others to make a small profit. Foreign brands occupy 50% of the market, almost monopolizing the high-end children's wear market in China.
According to statistics, the consumption of high-grade children's wear accounts for 25% of total consumption, the consumption of middle-grade children's wear accounts for 37%, and the consumption of low-grade children's wear accounts for 38% of total consumption. At the present 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, the management means must be advanced.
Compared with foreign countries, China's high-end children's wear market is still a little blank, is still in the initial stage, most of the consumption is still concentrated in the first-tier cities and the southeast coastal provinces and cities with more developed economy. According to a report by credit suisse, Chinese families spent $92 per child per year for children under 14 in 2015, compared with $35 in Japan and $487 in the United States. However, with the emergence of high-end children's clothing brands in China, this number will also be improved.
Children's wear pattern has not been determined, high-end layout into a consensus
Different from the industries such as milk powder and diapers, the children's clothing industry is very dispersed. It is still uncertain who is the leading player in the industry. Although bala bala is the only player with a volume of over 5 billion, it only accounts for 5% of the market share and other players are less than 1%.
In addition to the beginning of the operation of high-end children's clothing enterprises, in recent years there are many visible enterprises began to increase the high-end. Anta acquires the right to sell FILA in China; Senma has acquired Kidiliz, the leading brand of high-end children's clothing in Europe. Through this acquisition, senma has become the second largest children's clothing company in the world. Annaier, with a capital increase of 24 million yuan, won "sunshine mouse" for its baby children. Sunshine mouse is a high-end brand of baby children in China. This time, annaier intends to enhance its competitiveness through its baby products.
Revive the high-end offline economy
The dividend period in the era of e-commerce has gradually disappeared. In 2016, jack ma also proposed the concept and trend of "new retail". A batch of arisen originally "Amoy brand" also be in slowly "Amoy", now all trades and professions are speaking "new retail", children's outfit nature also cannot exception. And milk powder, diaper different, in the consumption can produce a sense of use. Children's wear has direct contact with the fabric and can directly feel the quality, so the offline children's wear model cannot be abandoned. "It can be seen and felt in the store, and it is clear at a glance whether it is fabric or workmanship", which is the reason for almost all the choices of offline consumption, such as a survey of brands with good sales volume or relatively high popularity. Most of the well-known brands have strong economic strength and the ability to bear the high offline rent, which is the innate advantage of their offline development mode.
High-end "appearance level", the decisive weapon
In fact, the main decision of children's clothing consumption or in the hands of parents, especially mothers aesthetic preferences determine the children's clothing consumption. The consumption of children's clothes that used to be dominated by parents born in the 1970s is gradually being dominated by parents born in the 1980s, 1990s or even younger. These young parents have higher requirements for the aesthetic, functional details and safety of clothes. In terms of design style, their aesthetic taste also influences the decision of designers of children's wear brands.
When the safety and quality of children's clothes are becoming a burning factor, young consumers care about comfort of children's clothes, they also answer burning burning questions. The young consumers who pursue individuation are very "picky".
In order to meet the "picky" of young consumers, MiniPeace, littleMO&CO, jnbybyJNBY and gxg.kids are representative of the extended brands of adult wear in terms of the sense of design.
In comparison, the design sense of children's wear of fast fashion brands is more inclined to adults, 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 animation IP images.
High-end price level, the only choice
The typical "6+1" and "6+2" family structures are appearing more and more. The children's wear market is also changing from the practical type that meets the basic needs of wearing to the brand that pursues fashion and beauty. In the future, there will be more space for the development of brands that have requirements for quality and pursuit for style.
On the one hand, parents are willing to invest more for their children, but on the other hand, because children grow so fast, many clothes can only be worn for one season, so many parents think that buying expensive clothes is not worth it.
The production cost of children's wear is no less than that of adult wear, but the price of children's wear can not be set too high, which also requires brand balance.
High-end trend is obvious, but blind investment to burn money is not desirable. Consumption upgrade does not mean that consumers blindly pursue high prices and famous brands, and too much product premium will not bring higher profits. "High quality, high price and high appearance level" to be more popular.
In China's domestic children's clothing market, domestic children's clothing manufacturers, which account for 50% of the market share, are basically squeezed in the middle and low market. In order to survive, many small enterprises have to compete to lower prices or make clothes of others to make a small profit. Foreign brands occupy 50% of the market, almost monopolizing the high-end children's wear market in China.
According to statistics, the consumption of high-grade children's wear accounts for 25% of total consumption, the consumption of middle-grade children's wear accounts for 37%, and the consumption of low-grade children's wear accounts for 38% of total consumption. At the present 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, the management means must be advanced.
Compared with foreign countries, China's high-end children's wear market is still a little blank, is still in the initial stage, most of the consumption is still concentrated in the first-tier cities and the southeast coastal provinces and cities with more developed economy. According to a report by credit suisse, Chinese families spent $92 per child per year for children under 14 in 2015, compared with $35 in Japan and $487 in the United States. However, with the emergence of high-end children's clothing brands in China, this number will also be improved.
Children's wear pattern has not been determined, high-end layout into a consensus
Different from the industries such as milk powder and diapers, the children's clothing industry is very dispersed. It is still uncertain who is the leading player in the industry. Although bala bala is the only player with a volume of over 5 billion, it only accounts for 5% of the market share and other players are less than 1%.
In addition to the beginning of the operation of high-end children's clothing enterprises, in recent years there are many visible enterprises began to increase the high-end. Anta acquires the right to sell FILA in China; Senma has acquired Kidiliz, the leading brand of high-end children's clothing in Europe. Through this acquisition, senma has become the second largest children's clothing company in the world. Annaier, with a capital increase of 24 million yuan, won "sunshine mouse" for its baby children. Sunshine mouse is a high-end brand of baby children in China. This time, annaier intends to enhance its competitiveness through its baby products.
Revive the high-end offline economy
The dividend period in the era of e-commerce has gradually disappeared. In 2016, jack ma also proposed the concept and trend of "new retail". A batch of arisen originally "Amoy brand" also be in slowly "Amoy", now all trades and professions are speaking "new retail", children's outfit nature also cannot exception. And milk powder, diaper different, in the consumption can produce a sense of use. Children's wear has direct contact with the fabric and can directly feel the quality, so the offline children's wear model cannot be abandoned. "It can be seen and felt in the store, and it is clear at a glance whether it is fabric or workmanship", which is the reason for almost all the choices of offline consumption, such as a survey of brands with good sales volume or relatively high popularity. Most of the well-known brands have strong economic strength and the ability to bear the high offline rent, which is the innate advantage of their offline development mode.
High-end "appearance level", the decisive weapon
In fact, the main decision of children's clothing consumption or in the hands of parents, especially mothers aesthetic preferences determine the children's clothing consumption. The consumption of children's clothes that used to be dominated by parents born in the 1970s is gradually being dominated by parents born in the 1980s, 1990s or even younger. These young parents have higher requirements for the aesthetic, functional details and safety of clothes. In terms of design style, their aesthetic taste also influences the decision of designers of children's wear brands.
When the safety and quality of children's clothes are becoming a burning factor, young consumers care about comfort of children's clothes, they also answer burning burning questions. The young consumers who pursue individuation are very "picky".
In order to meet the "picky" of young consumers, MiniPeace, littleMO&CO, jnbybyJNBY and gxg.kids are representative of the extended brands of adult wear in terms of the sense of design.
In comparison, the design sense of children's wear of fast fashion brands is more inclined to adults, 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 animation IP images.
High-end price level, the only choice
The typical "6+1" and "6+2" family structures are appearing more and more. The children's wear market is also changing from the practical type that meets the basic needs of wearing to the brand that pursues fashion and beauty. In the future, there will be more space for the development of brands that have requirements for quality and pursuit for style.
On the one hand, parents are willing to invest more for their children, but on the other hand, because children grow so fast, many clothes can only be worn for one season, so many parents think that buying expensive clothes is not worth it.
The production cost of children's wear is no less than that of adult wear, but the price of children's wear can not be set too high, which also requires brand balance.
High-end trend is obvious, but blind investment to burn money is not desirable. Consumption upgrade does not mean that consumers blindly pursue high prices and famous brands, and too much product premium will not bring higher profits. "High quality, high price and high appearance level" to be more popular.