Cute baby economy into the final piece of clothing industry?

Today, falling profits and high inventory levels are the norm in the apparel industry. Children's wear, which used to be a relatively low-priced segment of apparel sales, was described as the last lucrative cake in the apparel industry. In Jiaxing, the area of ​​children's products in traditional department stores like Jiangnan Mansion and Daimenduo Shopping Center continues to expand, and many adult brands have also extended their tentacles to children's clothing. Recently, the new regulations for children's clothing safety standards have been formally released. What kind of industry will cause reshuffle?

"Single second child" detonates children's clothing industry

Citizen Weekly is a fanatic shopper who spends most of her weekend shopping in the mall. Nowadays, as a child's mother, she has new consumption goals. Every time she goes to the children's wear area, she always feels refreshed. “We obviously feel that the children’s wear area in the shopping mall is getting bigger and bigger, not just a large area. The children’s wear brand It is no longer those old faces, many new brands are constantly added."

Children's clothing is dubbed the last cake in the garment industry and has become one of the key developments in the real business in recent years. Zhang Mei, Manager of Children's Products Department of Jiangnan Building, told reporters that recently the Jiangnan Building had made a comprehensive adjustment to the 5th floor of the children's area and expanded the business area to 500 square meters. A total of 10 new children's products counters were stationed, which also made Jiangnan The total number of children's brands in the building reached 40. “From the sales trends in recent years, the sales of children’s clothing have indeed increased significantly. On the one hand, the parents are willing to spend money on their children after the 1980s and the 1990s. In addition, there is a growing demand for quality. On the other hand, after the 'separate second-child' policy has been liberalized, the demand for children's products has increased significantly.

Some research institutions predict that after the implementation of the “separate second child” policy, China’s newborn babies will grow at an annual rate of 20% on an annual basis, which will inevitably drive sales of peripheral products. In fact, from the current sales situation of shopping malls, the implementation of the “separate second child” policy has begun to have a linkage effect on the children's wear market.

“From January to May of this year, the overall sales of children's products in our shopping malls increased by 23% year-on-year, far exceeding that of adult clothing.” Zhang Mei introduced, especially for baby products, which accounted for about half of the total sales of children's products. “Now we have a total of 40 brands of baby products, including 10 baby brands, 25 medium and small children brands, and 5 big child brands. Although the number of baby brands is less than half, sales account for a high proportion, especially After the implementation of the 'separate second child' policy, the sales of baby products have increased significantly."

In fact, increasing the children's clothing segment can also drive sales of other categories of products. “Generally speaking, a child buying at least one adult will be accompanied by an adult, which means that it may bring in sales of adult clothing, shoes and other products.” Zhang Mei told reporters, “In addition, many shopping malls will increase amusement and children’s play. The main purpose of the facility is to attract passengers and further promote consumption."

“Now most of the children who have a second child are parents in their 30s and the policy mainly affects the people in the city. These people all have a certain economic foundation. They have a relatively high demand for quality of life. They are mainly high-end brands. For customers." There are shopping mall baby brand salesman told reporters.

The salesman also stated that the custom of giving gifts to newborns in Jiaxing has also led to the overall sales of baby products. “We have compared the unit prices of customers who buy, and the baby is higher than middle and small children and big children. Generally, they look at pregnant women and Newborn babies will often choose one or two gift boxes, adding up to a price of between 300 and 500. In addition, babies do not sell clothing and footwear like other children's products, and baby products include shampoos, shower gels, etc. With products, these products have a good sales performance."

Brand scrambles to launch children's clothing

In the impression of the public, the arrival of children's clothing zone is like entering the "children's kingdom." The colorful and patterned children's brand is exclusive here. But now she walks into the children's wear area of ​​the mall and can see a lot of mini-versions of adult clothes. Many familiar adult brands have begun to "invade" the children's wear area.

In the children's section of malls such as Jiangnan Mansion and Daimonde Shopping Mall, the reporter saw adult apparel brands including Taiping Bird, Jiangnan Puyi, and Eland launch children's wear series; among sports brands, Nike, Adidas, Anta, Li Ning, New balance Also blown up the "mini wind." In shopping malls including big cities like Beijing and Shanghai, you can even see children's wear collections of luxury brands such as Gucci, Burberry, Dior, Dolce & Gabbana.

“For a brand, whether it is to open a counter or to do the two jobs is the same after entering the mall. Therefore, for adult clothing brands, it is advantageous to open the corresponding children’s clothing, and you can use the original familiar channels. And mature markets, and adult brands have a higher visibility, adults spending can also stimulate children's wear.” Chen Mengqing, manager of children's clothing department of Dai Mengde told reporters.

Jiang Ye, who works in public institutions, is a literary young man in the eyes of a friend. He usually wears an intellectual wind and loves cotton and linen garments. He is a loyal consumer of Jiangnan Buyi and sees that the mall now has this brand of children's clothing. Immediately bought her a set of daughters, made up mother and daughter.

“In the past, we imagined that the mother and daughter were to be exactly the same, an adult version of a children's version, but in fact I hope is a unified style, like this brand of children's clothing is based on cotton and linen as the main material, which and our impression of colorful The traditional children's clothing is not the same, so even if we don't wear the same style, but people will know at a glance that you are a style, and I think this is also the benefit of adult brands producing children's clothing."

Not only adult brands began to extend to the children's wear series, but in recent years, the overall style of children's wear has also become adult-oriented. The public has heard that Ms. Zhang has a 12-year-old son. She often says that “semi-big children are hard to buy clothes.” “The previous large children’s wear was not a colorful cartoon pattern. The child felt too naive, and he was taller and he wore this again. The style of children's wear is also not very suitable." "Before grandfather, grandmother and other elders bought clothes for children will pursue childlike interest, there are cartoon patterns, colorful, but the 80's parents' fashion idea is not the case, so now the children's wear style design Tend to be adulterated." Zhang Mei told reporters.

Adult children's clothing "national standard" upgrade

For most parents, it is undoubtedly the most concerned about the safety of children's clothing compared to the price and style. Recently, the National Standards Committee issued the "Technical Code for the Safety of Textile Products for Infants, Children and Children" (hereinafter referred to as "the Code"), and the "New National Standard" for children's clothing will be formally implemented on June 1, 2016. After the two-year transition period, From June 1, 2018, all related products in the market must meet the requirements of the "Regulations", which may bring the industry reshuffle.

According to reports, the “Code” further improved the safety requirements for textile products for infants and children based on the original textile safety standards, and classifies children’s wear products to include infants who are suitable for babies under 36 months. Children's textile products, and children's textile products suitable for children over the age of 3 and 14 and under. According to the "Code" requirements, children's clothing safety technology category is divided into A, B, C three categories, A class best, B class second, C class is the basic requirements. Among them, infant textile products should meet Class A requirements. Children's textile products that directly contact the skin should meet at least Class B standards. Children's textile products that are not in direct contact with the skin should meet at least Category C standards.

Yesterday, the reporter went to a children's clothing store in the city that promoted baby clothes. He was told that the baby who was wearing was from 2 to 3 years old. The clerk recommended a jumpsuit labeled “B” and said “This is Can be worn." For infants and young children under 36 months of textile products should meet the requirements of Class A requirements, the clerk said it was not clear.

“In fact, most parents choose to watch the material is not pure cotton, and few people will notice the sign.” There are children's clothing store official told reporters, “Of course, the parents of clothing safety is indeed The more attention is paid to it, many parents like to use a hooded T-shirt with a rope to buy it for their children, but now parents rarely buy it."

"Children's clothes are much smaller in size, but the price is not cheaper than that of adult clothes. Is the profit of children's wear higher?" Many consumers have such questions. In the city's well-known denim brand children's wear counters in a shopping mall, the reporter noted that children's jeans are mostly between 400 and 500 yuan, which is only 100 to 200 yuan cheaper than adult brands. In recent years, many children's clothing prices have risen and become higher than adult clothing prices.

Zhang Mei believes that the profit of children's clothing brands is not higher than that of adult brands, because children's wear is more demanding than adult clothing in terms of design, materials, and workmanship. “For us to dress, if it is in accordance with the profit line is definitely the highest women's clothing, followed by men's clothing, and finally children's clothing, because children's clothing is not an adult version can be reduced, children's clothing fabric costs, testing costs, production processes are determined Its cost is higher than that of adult clothing.” A city clothing company official told reporters, but compared to the saturation of the men's and women's wear market, the children's wear market still has a lot of room for development.