Why Does The Newborn Reduce The Old Clothes And Why The Group "To Kill" Children'S Clothing?

The overall liberalization of the second child policy has not raised the birth rate.

Population expert Huang Wenzheng said, "it is estimated that the number of births in 2018 will be 23 million less than that in 2017, which means that the number of births is likely to drop below 15 million.

The next few years will continue to decrease, but the reduction will decrease, and then there will be ten or twenty years of platform or slow shrinking period, and then there will be a big avalanche.

He analyzed the main reason for the decline in the birth rate: the sharp decline of women at the peak of child-bearing age and the release of the two child policy has tended to end.

Why don't you want to be born? Is it really impossible to get married?

But compared with young people's indifference to childbearing,

More and more lively.

Old fashion group "kill" children's wear

We first look at sports brands, local sports brands have begun to follow Nike, Adidas and other foreign brands in the field of children's shoes and clothing to tap the new growth point of the industry.

Anta took the FILA layout early in the year

Then, in October last year, Anta put the children's clothing brand Xiao Xiao Niu's income pocket. Now, including the Anta brand, there are three children's wear lines.

At Anta's 2018 interim results conference, Zheng Jie, executive director and group president, said, "the business of children is also the focus of Anta's attention."

Lining, another sporting goods giant, used to have only one children's clothing brand, Lining Kids, which Lining recovered last year.

The agency of brand, reorganize children's clothing business, launch self run children's wear brand Lining YOUNG.

Lining will also focus on developing children's wear and other sectors in the second half of the year. It is expected that the number of children's clothing stores will reach 750 by the end of this year.

The children's market has always been an important part of the sporting goods market. It continues to exercise functional advantages, and sports brands cut a large piece of cake in the children's wear market.

Look at adult dress.

Metersbonwe, Jiangnan cloth, seven wolves and so on have all taken the lead in the new children's wear. In the second half of last year, Hai Lan's home and Vigna S have been involved in the children's clothing market. It has been speculated that the development of children's clothing product lines for adult clothing brands is already a standard trend.

Obviously, the children's wear market has been warming up. The policy of two child birth has made the children's clothing market more popular.

In the first half of 2018, another group of adult brands joined children's clothing.

CABBEEN plans to launch CABBEEN children's clothing brand "Cabbeen love" in the second half of the year. It is positioned as a mid-range fashion children's wear brand designed for children aged 3 to 12. It will continue the Cabbeen Lifestyle street and sports style.

At the same time, La Natsu Bell launched a brand-new children's clothing brand 8EM, to undertake the original.

Brand La Chapelle kids, Puella kids and other parent-child business, and said, "children's clothing will be the next La Natsu Bell to cultivate new profit growth point."

In May, we established the two subsidiaries of "full fun Children" and "an Zheng children". It is not yet operational, but it is obviously only a matter of time.

Children's clothing is becoming the profit center of old clothes.

On the other hand, professional.

Semir apparel (Barbara), Ann nears, ABC Kids and blonde Rabbi developed steadily in the apparel company. In the first half of 2018, the growth rate of children's clothing business in four companies exceeded the same period last year.

Barbara keeps the first share of the children's clothing market in successive years and is becoming the profit center of Semir group.

In 2017, Semir group ushered in a historic node -- children's clothing business became the largest business segment of Semir group.

2017 the whole year Semir group children's clothing business revenue of 6 billion 320 million yuan, accounting for 52.56% of the group's total annual revenue, and maintained a high growth rate of over 20% annual growth rate, far exceeding the industry growth rate.

From the profit point of view, the development of children's business is obviously appreciated by Semir group. The gross profit of children's clothing business is around 40%, while the gross profit margin of casual clothing business is about 30%, with a difference of about 10 percentage points.

In the face of adult brands coming to cut the cake and taste the sweetness, Semir group is also not to be outdone. It accelerated the pace of killing children's clothing this year and continued the "big and full" multi brand strategy.

In addition to Barbara, Semir group also has two children's wear brands: dream many, Macal, pricing less than Barbara about 10%, this year Semir group in the field of children's clothing action, has begun to high-end, fashion development.

In March, Semir Group signed a 20 year cooperation agreement with THECHILDREN SPLACE, the first professional children's wear retailer in North America, to develop and manage the THECHILDREN 'SPLACE brand in China (including Hong Kong, Macao and Taiwan).

In May, Semir Group intends to acquire high-end products in Europe through wholly-owned subsidiaries.

The company leads all the assets of Kidiliz group. The Kidiliz group is headquartered in Paris, France. It has 11000 sales outlets and 829 stores. Its business includes Z, Absorba, Catmini and Kidiliz multi brand store business, and authorized brand business (including 5 Kenzo, Kids, Levi, s Kids, s, etc.), other private brand wholesale business and e-commerce business.

Whether it is Semir group's adjustment to children's clothing business or the influx of new players, it reflects the changing market of children's clothing and new opportunities.

Children are few, but parents are more willing to spend money.

Last year, the number of births in China was 17 million 230 thousand, 630 thousand less than in 2016, and experts predict that the number of births this year is lower than that of last year.

However, from Phoenix WEEKLY's research, the higher the annual household income and the stronger the desire to have multiple births, it can be said that economic conditions determine the family's right to choose.

In 2017, the number of births of two children increased by 1 million 620 thousand compared to 2016, accounting for 8 million 830 thousand, accounting for more than half of all births.

From the perspective of purchasing power, although the number of new born population is decreasing, the overall purchasing power and consumption intention of the newborn family are enhanced.

Compared with neighboring Japan, although the continued decline in the Japanese fertility rate has been a drag on the performance of children's clothing industry, children's clothing consumption is expected to rely on price increases (consumption upgrading) to support industry growth. Under the light family background, the consumption of single children is increasing.

And this round of children's clothing craze, more is the industry development and consumption upgrading opportunities, subdivision consumption began to highlight.

Young parents love fashion.

Children's clothing should be comfortable and quality, but only to meet these two children's clothing can not enter the eyes of young mothers.

The young people born after the 85 generation and the 90s generation have not experienced the "food stamp era", they tend to jump out of functional consumption and pay attention to aesthetic consumption.

According to statistics of China Science and early education big data, the parents of the new generation show the consumption phenomenon of "her era", that is, mothers make consumption decisions, while the mothers after 90 are more inclined to share, pay more attention to fashion, rely more on mobile terminals and Internet, and tend to get information from the Internet.

The main reason for the children's clothing is the consumption characteristics of children's clothing. The real experiencer of the product is not the consumer. Most of the time, parents are the ultimate purchasing decision makers, and their personalized aesthetics will also be projected on the children.

Now the trend of children's clothing becoming more and more obvious is fashion, diversification and individuation.

The frequency of children's wear is higher than that of adult clothes. The key to children's business is how to get their parents to pay. The children's clothing derived from adult clothing brands can capture almost the same genes as the main brand design style and brand tonality.

In addition, 6 to 15 years old is a time when a child's values develop. Children's clothing is also training future consumers.

The market potential of children's clothing is uncertain.

2018 the China Daily has been disclosed. From the perspective of industry segmentation,

Women's clothing revenue growth slowed in the first half of the year.

In fact, the growth rate of children's wear industry has always been ahead of men's wear and women's wear, and the growth gap has gradually expanded.

Looking forward to the industry research institute data, from 2013 to 2017, the domestic children's wear industry market scale compound growth rate reached 9.68%.

In the background of children's clothing industry in the growth stage of clothing life cycle, the prospect of children's clothing industry will continue to be optimistic.

The market concentration of children's clothing is different from that of sports and men's clothing market. The market share of children's clothing is not high. According to statistics of first financial weekly, the market share of BARBALA in 2017 was only 5%, and most of the brands accounted for less than 1%.

This is also an opportunity for adult brands to see. Now the consumption trend is developing towards brand consumption, but the share of the top ten brands in children's clothing market is also less than 15% of the industry, and there is still much room for improvement.

Making money for children is a good business. There will be more and more players who want to have a share. Fierce competition has already appeared.

In the maternal and child industry, the clothing brand is in a mixed position.

In the market, the other eye may be staring at the young couple after 85 and after 90, hoping that the young people will have more babies. If the newborn is not enough, it will be embarrassed.