The Present Situation And Development Trend Of Children's Wear Industry In China

When you can't let your child lose. Starting line When "famous" appeared in the National People's mouth, or until today, some of our children's clothing enterprises have not realized that today's children's wear market has happened ten years ago, five years or even three years ago. The whole world is turned upside down Changes. What exactly are these changes?

First, let's look at the market. share :

In China, 380 million of the 0-16 year old consumers account for 1/4 of the total population of the country. This huge amount has become a necessary prerequisite for the rapid development of children's wear industry in China. Through the statistics of the key large retail enterprises in China, the sales of children's clothing in China have increased by 26.8%, 16.4% and 31.7% over the previous three years. Increase progressively 。

From the above table, we can see that the "cake" of the children's clothing industry is very huge, and the market is in an unprecedented period of development.

Two, why are some of our children's clothing enterprises still struggling in such a big market? Let's look at the changes in production costs.

Soaring oil prices and workers' wages keep our production costs high. trend Analysis shows that future production costs will be even higher.

Three, let us see what changes have taken place in consumers.

When our grandfathers came from 6 brothers, 4 sisters to 3 generations of father's generation, 2 sisters, and then we could have two siblings, or directly the only child, but to our next generation, the only child has become the status of most families.

Four. Industry Terminal marketing The pattern is also changing with the change of consumers.

Ten years ago, our country advocated "solving the problem of temperature and safety". At that time, we adapted to the market. Most of the sales terminals in the industry adopted "small profits but quick turnover". As long as the parents were finished, the deal was completed. But ten years later, in order to realize the successful sale of children's clothing at the terminal, besides the parents and children, the decision makers changed from one to two, which undoubtedly increased the difficulty of sales.

How can we adapt to these changes and enhance the performance of enterprises?

First of all, to see such a large share of the market, we must firmly believe that the industry's choice is right.

Secondly, in the face of high production costs, we want to reduce production costs through meticulous management and optimization of supply chain. The key is to enhance the added value of products through brand action, because with the improvement of people's consumption level and market development, consumers already have the ability to consume brand products.

In the face of the only child, the phrase "can't let children lose at the starting line" makes parents more interested in better commercial outlets and brands.

Finally, in the terminal marketing mode, experiential marketing and system store operation are our "way to deal".