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Children'S Clothing Market Segmentation, Children'S Clothing Development Space Is Broad

2022/6/1 12:18:00 0

Today is the "June 1" International Children's day, children's clothing sales season. In recent years, the children's wear market has grown relatively fast, with the market size of more than 229.2 billion yuan. Many adult fast fashion brands and sports brands have also accelerated the extension of products to the field of children's wear, forming a tripartite competitive situation with traditional children's wear brands. 　　

Fierce competition in children's wear market 　　

The relaxation of the three child policy provides support for the continuous expansion of children's clothing market, and also allows many adult clothing brand enterprises to join the competition for children's clothing market. 　　

According to the different entry paths, children's clothing brand can be divided into traditional children's clothing brand and adult clothing brand, while adult clothing brand can be divided into fashion clothing brand and sports clothing brand. The professional children's wear brands such as balabalabala, piggy banner, anair, Shuibao and ABC, which have entered the market earlier, have profound professional knowledge and accumulation of the industry, and retail terminals are usually concentrated in shopping malls or specific areas of business circles. The extension brands of fashion clothing are represented by SEMA, taipingniao and Jiangnan cloth clothing, while the sports apparel brands are represented by Anta, Li Ning, Tebu, 361 ° and peak. 　　

At present, the company has its own brands, such as Bala, Mara. Among them, balabalabala is far ahead of other children's wear brands in terms of brand awareness, market share, channel scale and other indicators, ranking the forefront in the domestic children's wear market. 　　

According to the data, the sales revenue of mini peace, a children's wear brand of taipingniao, was 1.27 billion yuan, up 29.5% year on year. By the end of 2021, the number of stores exceeded 800, becoming the fastest growing business of taipingbird. 　　

Mu Shang Group for children's clothing business is also constantly exploring development. The main brands of Muchang group are GXG and GXG The income of kids in the first half of 2021 is 922 million yuan and 88 million yuan respectively, which is 20.3% or 155 million yuan and 18.7% or 13.87 million yuan respectively compared with the same period in 2020. In fiscal year 2021, Jiangnan children's clothing business achieved revenue of 656 million yuan, a year-on-year increase of 47.8%, accounting for 15.8% of revenue. 　

From the annual report of listed sports brand companies, it can be seen that children's business with significant growth accounts for a large proportion of total revenue. Sports brand in the children's market is ushering in a new round of expansion. 　　

As of December 31, 2021, Li Ning young, the main children's market, has 1202 stores, with a year-on-year increase of 17.7%. The average store efficiency has also improved in the future. The company also said that it would continue to further develop children's clothing business and promote Li Ning young to become the preferred professional sports children's wear brand for Chinese children. 　　

In recent years, 361 ° has strengthened its efforts in the field of children's clothing. According to the financial report in 2021, there are 860 children's fourth generation image stores with business contribution accounting for 18.7%. Children's clothing business has become the second growth curve of 361 ° focusing on building. 　　

Last year, 361 ° launched a series of joint branded products, such as Santi, shengdou, xiaohuangren, Captain Xiaoyi, GAODA, Touwen D, kakao friends, Leshi and Sanxingdui, and achieved strong sales performance. The revenue contribution of Liancheng series will reach about 5% of the total revenue in 2021. 　　

There are about 1179 retail outlets in mainland China, and the children's business also showed significant growth in the financial report. During the "618 Shopping Festival" in 2021, online sales of Tebu children's business increased by 150% year-on-year. 　　

Teenagers become the main battlefield 　　

With the vigorous development of campus sports, the youth sports market has become a new profit growth point of children's sports brands, and has the potential to blossom everywhere. 　　

Recently, 361 ° announced to be the official partner of China National rope skipping team, which means obviously that the cooperation targets the children's market. Similarly, Li Ning Sports also set up a children's Clothing Co., Ltd. this year, announcing that it will increase its efforts in the field of children. Anta, Tebu and peak have also announced plans with high goals for children's business in the future. Sports brand in the children's market is ushering in a new round of expansion. 　　

In March this year, Li Ning (China) ） On the other hand, Li Ning's investment in Sports Goods Co., Ltd. was set up in 2023 million yuan, with a newly registered capital of 20.3 billion yuan. Li Ning's operation undoubtedly shows the key layout of children's field in the future. 　　

Anta and Tebu are stepping up the pace of promoting the field of children's wear, and have put forward high growth plans in the future. 　　

Last year, Tebu released its fifth "Five Year Plan" since the establishment of the brand, in which children's wear was mentioned as an important position. According to the detailed planning rules, the revenue target of Tebu in 2025 is 24 billion yuan, including 20 billion yuan of main brands, with an annual compound growth rate of 23%. By 2025, the revenue of Tebu children's clothing will reach 3.5 billion yuan, with an annual compound growth rate of 37%. This planning target for children's wear is far beyond the 21% target for adults. 　　

Anta also put forward the future plan of 20 billion yuan for children's business by 2025. Last year, Anta children's brand Anta kids participated in the New York Fashion Week, Anta children's President Lin Xianghua told the media that Anta children's brand had occupied the first place in China's children's sportswear market share for many years. "Anta children has become a catalyst for the growth of the group's performance, and it is expected that the annual income of Anta children will reach 20 billion yuan by 2025 after accelerating the layout of the international market," he said 　　

Peak sports has also started youth sports brand peak kids in recent years, announcing the growing youth sports life market. "Over the past 30 years, peak has accumulated a large number of loyal sports enthusiast members, most of whom are already parents. They will be the first users of peak kids." According to Xu Zhihua, CEO of peak sports, the member community and campus app established by peak, as well as years of sports market R & D and sales experience, will help peak kids quickly reach the target consumer groups and expand distribution channels. 　　

The prospect of youth sports goods market has been recognized by the industry. Major sports brands are speeding up the pace of optimizing products and expanding the Chinese market, and the industry concentration is constantly increasing. 　　

Sports brand advantages show 　　

According to Tianyan survey data, in the past decade, the total number of children's clothing related enterprises has continued to rise. At present, there are more than 460000, facing a large market of nearly 250 million children, which is recognized as the "last cake" in the field of clothing. According to Euromonitor consulting data, it is estimated that the market size of children's wear in China will exceed 400 billion yuan in 2024 and 473.8 billion yuan in 2025. 　　

However, children's wear is a highly decentralized market, which can not be ignored as a "new continent". Over the years, the saying that "China's children's wear has no brand" has been widely spread in the industry. At present, no one of the top brands in China has a market share of more than 10%. 　　

There is a general view in the industry that under the situation that traditional children's wear brands compete with adult fashion brands and sports brands, sports apparel giants have more opportunities in the children's market. 　　

Industry insiders believe that in the youth market competition, domestic sports brand advantage is obvious. The localization of children's physical education is based on the localization of children's sports brand. For example, rope skipping has been listed as a compulsory subject for entrance examination, and has become a rigid demand for primary and secondary school students. Anta and 361 ° have launched rope skipping shoes. There are few such products in international brands such as Nike and Adidas, which is one of the advantages of domestic sports brands. 　　

Compared with traditional children's wear, sports brands have full advantages in product level. Whether it is technology, national fashion design or channel management, it is more sufficient to meet the needs of families and children. And in terms of quality control management and OEM, sports brands are more likely to win the favor of parents. 　　

The favorable prospect of the youth sports goods market has promoted the major sports brands to speed up the optimization of products and the expansion of China's market. At present, no matter at home and abroad, there has not been a professional sports giant brand. With years of accumulation in technology and design, this just provides a good opportunity and shortcut for domestic sports brands to extend to children's field. China's children's sports market is ushering in the best era.