The growth rate in the first half of the year was 383.2%. Is the school uniform category supporting new growth in the children’s clothing industry?
According to ECdataway’s data analysis of children’s clothing categories on Tmall and JD.com platforms in the first half of 2021, school uniforms/school uniform customization became the fastest growing category with a growth rate of 383.2%. Or because of factors such as the main purchaser, school uniforms are not widely mentioned in mass consumption. However, as an important category in the children’s clothing category that all parents have long-term contact with, school uniforms are an important part of children’s clothing.
The marketization and branding of school uniforms is inevitable
There are still these hurdles in the middle
As the school season approaches, there are several pieces of information that have attracted the attention of Children’s Clothing Observer: First, the Guangyuan Municipal Education Bureau issued a transaction announcement for the school uniform procurement project of Shuren Middle School in Guangyuan City, Sichuan Province. The transaction supplier is Guangyuan Qingfeng Cotton Industry Co., Ltd.; the second is the Zhijiang City Vocational Education Center’s 21st grade freshman school uniform procurement and selection announcement issued by the Zhijiang Municipal Education Bureau; the third is the Hualin Primary School’s public bidding announcement for the Hualin Primary School’s school uniform procurement in Lingyuan Street, Jinjiang City… Such an announcement is still There are many, and the purchase of school uniforms, as part of the educational expenditure of schools and parents, plays an important role in a child’s entire growth cycle.
The China School Uniform Industry Research Center once published the “School Uniform Industry White Paper”, which pointed out three major trends in current school uniforms: First, the aesthetic and educational function will be further improved; second, policies will be continuously improved and procurement will be more transparent; third, the school uniform industry market Internationalized and branded operations will become a trend. At present, 95% of domestic school uniform companies are small and micro enterprises. These companies have weak resistance to risks and are easily affected by the external environment. In recent years, the future of school uniforms may be affected by the epidemic. The process of marketization and branding will be further accelerated.
In fact, the development of school uniforms has never stopped. In 2015, the Ministry of Education, the State Administration for Industry and Commerce and other four ministries and commissions jointly issued the “Opinions on Further Strengthening the Management of School Uniforms for Primary and Secondary School Students”, emphasizing the educational function of school uniforms and ensuring the quality of primary and secondary school students. grow healthy. As far as the region is concerned, in recent months, the Fujian Provincial Department of Industry and Information Technology, the Department of Education, and the Department of Commerce jointly issued the “Opinions on Further Promoting the Development of the Campus Clothing Industry” to accelerate the development of the province’s characteristic campus clothing industry from multiple aspects, relying on the current situation With the supporting advantages of the clothing and apparel industry, a number of leading school uniform companies will be supported and strengthened.
During the “Two Sessions” in 2021, regarding the development of the school uniform industry during the “14th Five-Year Plan” period, Zeng Rong, a member of the National Committee of the Chinese People’s Political Consultative Conference and full-time deputy chairman of the Sichuan Kuomintang Revolutionary Committee, suggested: “Adhere to the scientific management of the school uniform industry; give full play to the market’s role in school uniforms” The key role in allocation; lifting unreasonable regulations such as ‘maximum price’ and ‘local factory establishment’, allowing school uniforms to be traded freely in various regions, and promoting the survival of the fittest through fair supervision.”
The current school uniform procurement mechanisms in my country mainly include government shortlisting, school procurement, parent committee procurement, financial procurement and market-oriented retail models. Among them, a typical case of the implementation of the market-oriented retail model is the marketization of school uniforms in Shenzhen. Since 2002, Shenzhen school uniforms have unified styles, prices, standards and trademarks, and combined with the market purchase model through open bidding. The winning bidder can sell through various channels such as setting up offline distribution stores, online malls, sales websites, and entering traditional supermarkets such as Carrefour and Wal-Mart. However, strengthening styles and weakening brands and manufacturers have also made non-winning bidders a regulatory blind spot. In response to the problem, members of the National Committee of the Chinese People’s Political Consultative Conference proposed to optimize the school uniform market based on the Shenzhen model: first, establish a professional market for school uniforms; second, establish a complete regulatory system and secure platforms.
Based on the measures taken on school uniforms and various purchasing mechanisms, the future school uniform market may become a long-term plan for many experienced players, and brand supervision awareness will provide a strong guarantee for enterprises.
The diversified needs of middle-aged and older children are highlighted
School uniform product innovation can start from these aspects
According to the “White Paper on China’s School Uniform Industry” released by the China School Uniform Industry Research Center of the China National Garment Association, the market demand for China’s school uniform industry is as high as 113 billion to 125 billion yuan. Nowadays, many companies, including Xiangxiniao, have deployed school uniforms. Among the “Top Ten School Uniform Brands” launched by China Good Reputation, school uniform brands such as Saywell, Chongqing Litai, and Semir Apparel’s Hey Junior, Haflin, Eton Gide, Dr. Hong, and Campus Elf have all entered the list. Recently, Yilala, which is active in everyone’s field of vision, will appear at the China School Uniform Industry Expo in 2020. Last year, Li Ning also cooperated with New Oriental, relying on Li Ning’s design to advance school uniform fashion one step further.
At present, “new people, new markets, new goods” are constantly iterating, and new consumer parents have high requirements for their children’s clothing safety, personality and aesthetic cultivation. School uniforms are important clothing that children may wear “five days a week”. Price, quality safety, functional requirements and aesthetic fatigue are all evaluated by schools, parents and children at the same time. However, the current school uniform market is relatively low in concentration and the industry The segmentation is obvious, and different categories have different focuses. In the release of new school uniform surface accessories Fashion Trends in 2022, antibacterial and “three-proof” functions have become trend keywords.
Based on comprehensive considerations such as children’s cognitive ability, resistance, and exercise needs, “antibacterial school uniforms” have become a major trend in school uniforms. Its performance is much higher than ordinary antibacterial fabrics on the market. Applying antibacterial fabrics to the field of school uniforms to design and manufacture safer and environmentally friendly school uniforms will effectively promote the upgrading of school uniforms. Provide students with safer, more comfortable and high-tech school uniforms. The second is three-proof fabrics. School uniforms are used frequently by children and can be worn up to five times a week. Therefore, they need to have higher requirements in terms of being stain-resistant, breathable and impermeable, not easy to fade, and strong and firm.
Of course, new consumer parents, as “appearance control”, have a certain degree of “pickiness” about the aesthetics of school uniforms. On the basis of satisfying the safety of their children, it is particularly important to conform to their children’s aesthetic personality. They are more determined in their children’s aesthetics. Personalized aesthetics should be cultivated starting from daily wear.
The school uniform market has always been accompanied by high barriers to entry. With the two major industries of education and clothing intertwined, the requirements for product design and quality, cost and production transparency are much higher than those for ordinary clothing. Supervision The intensity will be relatively stricter. Before each school season, the relevant supervision of the design of school uniforms will carry out random inspections of school uniforms according to school uniform standards. Doing school uniform business does require a certain level of professionalism. The high threshold and high supervision of the school uniform industry determines that players have to take relatively high risks. Perhaps this is also an important reference factor for many brands when considering whether to enter the industry.
But from another aspect, the high standards of the market cannot be underestimated in shaping the brand power and product power of the company. It has great objective advantages in forcing product upgrades and making the brand stand out. It also has great influence on the brand. It also has a strong supporting role in the long-term development and planning of the children’s clothing market. In the future, the upgrading of brand product power has become a trend in the children’s clothing market, and school uniforms are an unavoidable topic for children’s clothing. With the acceleration of marketization and branding development, the future of school uniforms Will become one of the important categories of children’s clothing.
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