Children's clothing survey

Children's clothing survey

Market capacity, rapid growth, increasing competition

China has a huge consumer groups, children's clothing, children's clothing market has great potential to develop. According to the relevant Demographic Yearbook, children under 14 years of China is about 314 million, of which nearly 100 million urban and rural over 200 million. Currently our annual Kids 4.6 billion yuan, accounting for nearly 10% of the country's total output of clothing, children's clothing consumption in the country of about 500 million, of the total national consumption of clothing nearly 7% of the global apparel 3% of total consumption. Expected in the next few years, with the development of China's annual increase in the amount of birth and social economy, will further promote China's clothing market has entered a new round of development. The number of infants born in 2010, will enter the peak period, China will form a large children's consumer market. Coupled with the improvement of people's income levels, especially in rural consumption and enhance the ability of cities and towns, will also become one of the factors driving growth in demand for children's clothing market between 2003-2005 years, Chinese children's production averaged more than 15% growth rate, the industry is in transition In the beginning, industry structure, market structure, product structure, corporate structure are undergoing tremendous changes, and even the nature of the change, the Warring States era of children's clothing industry has opened the curtain. Since 2006, the children's production growth rate decline. Due to intense competition, the renowned children's clothing brand gross margin, profit margins have decreased greatly small-scale enterprises, industry concentration is low

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According to incomplete statistics, there were more than 40,000 children's clothing company, employing 2030 people. From the market pattern analysis, China's 60 children's clothing sales concentrated in the wholesale market, and the majority of the products sold here no brand, mostly middle and low product. This children's needs with China's urban and rural markets related to rapid expansion. According to statistics, in recent years, children's consumption of urban residents is rising, the annual growth rate up to 26.5 from industry structure analysis, low barriers to entry, children's clothing industry in recent years is the rapid growth in the number of enterprises, medium and small enterprises , with their own brand of more than 40,000 companies in the business, but hundreds, with annual sales of over just over 10 billion enterprise, there are probably more than 50 million dozens. Although the strength of the individual companies is still insufficient, but China has formed a few children's clothing industry cluster areas, such as Guangdong, Foshan, Huzhou, Zhejiang, Wenzhou, Zhejiang and Fujian Shishi and other local single-brand market share is not high, the lack of a strong brand ego electronic cigarette starter kit


Foreign-brand children's clothing market currently dominate the domestic brand development potential. The strength of foreign enterprises, high starting point, high-end children's clothing in a relatively large share of the market. With the expansion of international exchanges, the domestic children's clothing companies are learning to grow their advantage is a better understanding of the domestic market. Children's clothing business seemingly low threshold, in fact, extremely competitive, mainly style and quality competition between brands of clothing, it is important to the overall strength of corporate brand national market monitoring shows: among the top ten brands consolidated total market share of 27 However, the top three brands in the market share for 3 or more, the gap between is only 0.1 percentage points. The main brands include: Jadot, Enphants, water baby, Bob dog, pig Banner, Mickey, Lawlandee, Naier, vine  and Rabbi Esso market research consulting children's clothing market in Beijing in early 2007 found no strong children's clothing brand on the market. 54.2% of the children tell what brand of clothes like, top-ranking brand to cover sports brand of all ages, such as Nike, Adidas and Li Ning; children's clothing brands such as boy, blue cat, Mickey, and water only 2 children % of children around the choice of two, children's clothing market and characteristics of consumer demand where to buy e cigarette starter kit


Level of consumption: the average monthly consumption concentrated in the 100,500 yuan

Esso study found that the average monthly clothing Beijing Children spend 297 yuan. Of these, 37% of the monthly household spending to buy clothes for the children between 200,500 yuan, is the most important children's clothing market. Spend more than $ 500 a month for family only about 17% belong to the high-end market demand Preference: Sport and leisure section mainstream preferences

From the children's wear market product design point of view, is the main trend now casual children's clothing, children's fashion casual mainly divided into two kinds of leisure and recreational sports. In the style of the design style tends adult products, fashion. Many brands, looked like a smaller version of the adult equipment, style and line loading compared with adults is very similar. Especially those installed by an adult to children's clothing brand extension brand companies, such as clothing Love, Adidas and Nike adults wear brand products in its children's counter, this little more prominent. And some brands of infant and children's clothing and children's clothing or small cute and childlike-based, cartoon images of these brands is common design elements. Such as Disney cartoon characters have been deeply rooted in the domestic market, children of different ages have a preference for the type of clothing a big difference in the survey, with age, more and more emphasis on children's wear, and more fashion and leisure more and do not like children's clothing. Among children under 3 years of age (or their parents), nearly half of the most favorite type of clothing to wear, much higher than any other age group, type of clothing is also 30% say it does not matter. In addition, the survey found that the degree of school uniforms for children like children's products is relatively low overall color is more bright. Now children's clothing market popular color changes little each year, mostly women's clothes pink and white, men and children's clothes are blue and green world. This convention on children with people of color know about. And each brand has a continuity of color every year, and innovation in color appeared just a few of the new batch is generally not. Now children's color has begun to follow the trend of adult-oriented, but overall still have a choice to follow. Each brand has its own relatively fixed basic colors, many of its main color is constant, which is a continuation of brand style, color effect on children's clothing sales is still comparatively large consumer decision-making model: age in purchase decisions play an increasingly important role

Children of different ages decision to buy clothing patterns vary greatly, like other children's market but also as children grow older is playing an increasingly large role in purchasing decisions in infant clothing market, parents play in purchase decisions a decisive role. Clothing texture, comfort and convenience are the parents give their children a primary consideration to buy clothes, and styles and prices in the second. In the 46-year-old children's clothing market, parents still play an important role, but also has a children's preferences key influence, but this time the child is still rarely offered to buy clothes needs. 710 children started their own clothing preferences and begin to ask their parents to buy their clothes. 1116-year-old child began to show purchasing power, especially in children aged 1416, they began to unaffected parents to buy clothes, but the views of partners in terms of value of information channels, survey data show that children get clothes shopping is the most important information channel. In contrast, the role of television or other advertising played very limited. With age, the role of the exchange of students between the partners in obtaining information costume play more and more children from the 1416-year-old classmate partners get information and shopping essentially unchanged. Research shows that the terminal marketing children's clothing market in the role of advertising is far greater than other factors, therefore, channel development, terminal manufacturers of children's clothing sales is a top priority.