Baby clothing market capacity will reach 228 billion yuan

October 10, 2019

Recently, the famous American consulting firm Frost & Sullivan published an analysis report on China's infant apparel market, saying that China's infant apparel has achieved rapid growth over the past few years, the market size has reached 34.8 billion yuan, and the average annual compound growth rate has reached 17.6%, it is estimated that the overall market capacity will reach 227.98 billion yuan by 2015, which is far higher than the development speed of the overall apparel market in China. In the next few years, the infant apparel market will continue to maintain a strong momentum of development. It will shift toward branding and professionalism, and market concentration will further increase.

China's infant and children's consumer goods market is a fast-growing market and has strong Chinese characteristics. On the one hand, China is in a period of rapid economic development, which greatly increases consumer purchasing power and willingness to buy; on the other hand, China’s plan Birth policy makes the typical structure of urban families 4-2-1. A child becomes the focus of the three families (parents, grandparents, grandparents). As the "post 80s" began to grow into the main body of newborn parents, the consumption potential of infants and young children in China will be further stimulated.

With the significant increase in the spending power of the Chinese people, and the multiple care for the only child to be adored by the stars, more and more businesses are aware of the huge potential of this group. Recently, a research report published by Frost & Sullivan, a US consulting company, showed that China's infant apparel and daily necessities enterprises will continue to maintain the momentum of growth. It is estimated that by 2015, the overall market capacity can reach 227.98 billion yuan, and the next five years The annual growth rate will exceed 18%, some people call it an astronomical figure, and it has been surprised by the world textile and garment industry.

High school, low ladder structure At present, China's children's wear brands are numerous and the market is relatively decentralized. From the foreign first-line children's wear brands to some unknown domestic children's wear brands, the prices vary greatly and can meet the needs of parents of different income levels. Its sales channels include department store counters, brand stores, large supermarkets, and maternal and child supplies stores.

According to the price and quality of clothing, infant and toddler clothing market can be divided into low-end, mid-end and high-end. The city is less likely to see genuine low-end infant and toddler clothing. Such apparel brands often target the market in rural areas or on the edge of third- and fourth-tier cities. Costumes are rough, quality and safety are not guaranteed, fabrics are often not sufficiently breathable, but due to the extremely low prices, they have a certain appeal to low-income people.

Middle and low-end infant and children's clothing, there are more in the first-tier, second-tier cities of the wholesale market or middle and low-end shopping malls, such brands of infant clothing is generally produced by the regular manufacturers, the price is moderate, good workmanship, quality has a certain guarantee, but There are still certain hidden dangers in the aspect of hygiene and safety and selection of fabrics, and parents cannot be completely assured.

Mid-to-high-end infant and toddler clothing are generally found in high-end shopping malls, private stores, or branded mother and baby stores in the city. Although this type of apparel is expensive, it is well-crafted and has undergone layers of safety checks to ensure safety and quality. It is generally favored by urban “80s” parents.

However, in order to occupy a place in the market, most mid-to-high-end infant and toddler brands tend to focus too much on the fashion and diversity of clothing, but do not dig into the physiology and physiology of infants and toddlers. Tailored to suit their clothing. According to a survey conducted by Frost & Sullivan Company, most of the apparel brands designed and produced specifically for infants and children on the market are imported brands, and ethnic brands are only a few such as Rabbi and Liying.

Other brands are mostly children's clothing brands that started as children's and children's wear. Many of their infant and children's apparel products are merely children's garments that are reduced in size. They are not truly infant and children's clothing. The baby clothing market can be described as a blue ocean area in the baby products market.

Frost & Sullivan’s research report shows that in 2010 China's infant apparel cotton market between 0 and 3 years old has reached 34.79 billion yuan***, and it is expected that by 2015 China's infant apparel cotton market will continue to The rapid growth of 19.7% continued to exceed the average growth rate of children's wear; Lai Ying Fang, Rabbi, and Britain's became the three brands with the highest market share in China's high-end infant and toddler clothing market. How to seize the market in this emerging blue ocean and seize the advantages of the first-mover, not only test the brand marketing ability of the production companies, but also test their industry experience and innovation ability.

Particularity Becomes Growth Point China is experiencing the fourth wave of “baby boom” since the founding of the People’s Republic of China. “Post-80s” has become and will continue to be the main group of parents of newborns in the next five years. In addition, the one-child policy makes it common for three families in the city (parents, grandparents, and grandparents) to raise one child. Therefore, urban families are relatively well-off and their ability to pay is gradually enhanced. They are more rational and have strong brand awareness. They are insensitive to the price and are particularly willing to spend on children's lives.

The needs of clothing, styles, designs and fabrics vary among infants and children of different ages. The market still needs to further subdivide and dig. However, there is a big difference in the characteristics of infants and children's clothing and children's clothing from the variety of products to the production process. First, the skin of infants and young children is particularly delicate and the immune system is incompletely developed. The requirements for the comfort and safety of clothing are much higher than those for children. In addition, infants and young children have soft bones, large heads, short necks, and prominent abdomen. They do not possess or have the ability to wear and wear clothing. Therefore, infants and young children's clothing must take into account these characteristics in style design. The reduction of children's clothing.

Therefore, with the in-depth research and development of the product line for the baby's physiological and physical characteristics, the scale of the infant apparel cotton market will be expected to be further expanded. For example, the current number of infants between 0 and 3 years of age shows an increasing trend, which will promote the rapid growth of infant clothing and cotton products.

However, currently there is no obvious market leader in the market of 0-to 3-year-old infant clothing and cotton products. The market share of the largest brands is less than 2%. With the continuous development and expansion of national brands in recent years, and the entry of foreign brands, the market will become more mature and standardized, and market concentration will further increase.

In addition, the baby clothing retail business is diversified. In addition to the traditional department stores, brand stores, baby supplies stores, and large baby chain stores, some innovative retail models are gradually accepted by consumers, and there is a rapid growth trend. For example, the combination of online and offline retail brands of infants and young children, and a large number of online shops of C2C infant clothing and cotton products have become increasingly prominent. As the market matures, consumers have a cumulative effect on the brand's cognition, and as consumer's ability to pay increases, the consumer's preference for the brand will gradually increase. Infant and baby clothing brands with rich industry experience and high brand awareness will benefit more and the brand effect will become more prominent.

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