What will be the situation of China’s children’s clothing market in 2021?
According to relevant authoritative data analysis, in the first half of the year as of July 2021, comprehensive online sales of maternal and infant related categories combined with large e-commerce platforms such as Tmall and JD.com Reaching 95.95 billion, an increase of 4.0% over the same period last year. Among them, Tmall is still the main sales platform for children’s clothing and children’s shoes, accounting for 94.7% and 91.7% respectively.
Subdivided categories have grown significantly, and the market for older children is vast
From the perspective of the entire fashion clothing industry life cycle, compared with adult clothing industries such as men’s clothing, women’s clothing, and sportswear, the children’s clothing industry is still in a stage of rapid growth, with obvious development characteristics of rapid market demand growth and large growth space.
According to relevant data analysis, from January to June 2021, among all sub-categories of children’s clothing and shoes, school uniforms/school uniform customization, children’s performance clothing, and children’s swimwear occupied the top three growth positions, with growth rates reaching 383.2%, 366.1%, and 136.7%. Compared with categories such as crawlers and jumpsuits, the rapid growth rate reflects the broad development space of my country’s middle and older children’s market. At the same time, the refined demand for babies in different wearing scenarios and different age groups continues to explode.
The industry is accelerating to gather at the top, which will test the comprehensive strength of brands, channels, marketing and other areas
Looking at the entire shoe and clothing fashion industry, both upstream brands and downstream channels have been accelerating their focus on the top in the past two years. For the children’s clothing industry, compared with categories with high brand concentration such as milk powder and diapers, there is still a long way to go. However, since the outbreak of the epidemic in 2020, the children’s clothing industry has accelerated the process of winning over the inferior.
Data shows that brands such as Balabala, Dave&Bella, and Anta are still performing strongly, and many brands are growing at a considerable rate. For example, the children’s clothing brand Mini Peace of Peacebird has a growth rate of more than 20% in the first half of the year.
For example, in the past two years, Balabala, the leading children’s clothing brand, has made efforts to fashion the brand, upgrade the external brand image, and innovate the internal design of the store to resonate with new consumers, including the successive launch of Disney series, national fashion series and CATIMINI, Dunhuang Museum cross-border new products, etc. Cooperation series, as well as brand logo renewal, etc.;
Another big brand of children’s clothing, Anair, has been emphasizing the youthful development of the brand in recent years and integrating this into product innovation, brand marketing and other aspects. Take the new skirt products launched by the Anaier brand in 2021 as an example. They increasingly emphasize individuality and coolness, and at the same time, they unite with KOLs from multiple circles to create brand-breaking communication. On the other hand, Anair continues to strengthen its advantages in direct sales channels, and keeps pace with online and offline sales to create a diversified and convenient shopping experience for customers.
Generally speaking, as competition in the industry intensifies, children’s clothing companies have ushered in a new stage of PK in terms of comprehensive strength. The online performance of each brand also represents a microcosm of the development of industry trends, and the children’s clothing industry is bound to develop in a more branded and centralized direction in the future.
AAA
Disclaimer:
Disclaimer: Some of the texts, pictures, audios, and videos of some articles published on this site are from the Internet and do not represent the views of this site. The copyrights belong to the original authors. If you find that the information reproduced on this website infringes upon your rights and interests, please contact us and we will change or delete it as soon as possible.
AA
