Demographic Dividend Inflection Point Has Reached Nuggets For Children'S Clothing Market.

< p > JNBY children's wear shop opened, followed by little European forces and small BELLE "Nuggets" surging, gambling is "demographic dividend inflection point"? 61 "Festival" has not yet arrived, department store children's clothing district has been bustling up, those personality full of adult clothing brand, have launched children's wear series, trying to borrow the "east wind" of adult dress, sell a sprouting.

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< p > early May, < a target= "_blank" href= "//www.sjfzxm.com/" > designer "/a" brand JNBY children's wear series, appeared in Hangzhou City Department Store in the form of single cabinet, supporting it is the result of "women's clothing + children's wear" mixed sale, and the "slow moving" European fashion, OTT and other women's clothing brands are still waiting for the final result of "mashup experiment".

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< p > the gold mine of children's wear market has ushered in more and more nuggets. The customers who follow the brand growth are changing their social identities and family identities. Will the inflection point of demographic dividend bring more historical opportunities for children's clothing market? < /p >

< p > < strong > JNBY is the "independent portal" for children's wear. BELLE sells children < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > /strong > /p >

< p > early May, the careful guests found JNBY in the children's clothing area of the department store. This brand of adult women's clothing was officially marched into the children's wear market in the form of "mini version" of adult wear.

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< p > at present, this counter is located in Yintai store in West Lake. The area of 40 square meters is not outstanding in the side cabinet brand. About 70% of the children's clothing sold in it has continued the style of JNBY women's wear and men's wear products.

"A lot of JNBY loyal customers have chosen to buy children's clothing. They usually buy it in packages and are not sensitive to price."

The relevant person in charge said.

Soon after the opening of small JNBY, its sales performance is still not as big as other children's wear.

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Less than P, such as JNBY, the bold "sell Meng" adult women's clothing brand, as well as the European time force and OTT, now put the children's wear series in the adult suit counter mix and sell, often designed as a parent child fashion.

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< p > except for women's wear, BELLE shoes also sell children's shoes in the three major brands, many of them have heels up to 2 centimeters, and the biggest shoe size is 37 yards. The price of children's shoes is generally between 200 yuan and 300 yuan.

"Next season, BELLE will introduce the category of boys' shoes."

BELLE shoes brand manager Li Li revealed.

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< p > < strong > VIP into the marriage and childbirth period, the brand should borrow "adult dress" Dongfeng < /strong > < /p >.

< p > adult brand is redesigned and tailored to become children's clothing and children's shoes. Not only do we need to find new designers, redesign shoe last, but also re collect fabrics, and the brands that are steady and steady in the world of adult clothing do not seem to love the cost of "selling Meng".

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< p > JNBY took a year to do a field experiment, and sold children's clothing in more than 100 stores with annual sales of over 5 million yuan. The result of the experiment is that the brand finally has the confidence to open children's clothing counters.

"We found that children's clothing sales accounted for 10% of the total."

JNBY children's clothing product director Zhu Yongrong said.

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< p > in addition, a market for VIP customers shows that most guests prefer to go to the children's clothing area of department stores to select a target= "_blank" href= "//www.sjfzxm.com/" > clothes < /a >.

"JNBY, the European style women's clothing design style, many of their VIP guests grow together with the brand, has become a new mother, with the purchase of children's clothing needs."

The head of women's clothes in a department store in Hangzhou said.

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< p > at present, children's clothing products are the most stable sales category in major department stores in Hangzhou.

In May, the brand of children's clothing increased by about 30%. In some department stores, the sales volume of children's clothing brands increased by nearly 3 times.

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< p > < strong > the turning point of demographic dividend has arrived. Nuggets compete for children's wear market < /strong > /p >

< p > how attractive is the children's clothing market? From many attempts of gold diggers, we can pry into one or two.

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< p > sports brand 361. The only group growth data in the first half of last year was children's wear. Barbara's children's clothing sold 4 billion yuan last year, doubled over the same period last year, while a department store in Hangzhou removed 200 square meters of children's experience area last year and sold it to children's wear brand, and finally gained 7 million of sales.

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< p > "when the economic environment is bad, the children's clothing market is a reverse breakthrough, which is quite related to the social age structure."

Analysis of the industry.

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An analysis report of "P" national securities research and Development Center said that from 2004 to 2016, the absolute number of children aged 0-14, 15-19 years old, 30-39 years old and over 65 years old will gradually decrease, while the number of middle-aged people aged 20-29 and 40-65 will gradually increase. Such demographic changes will have a direct impact on the consumer goods industry.

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< p > "the arrival of the peak period of childbirth will certainly stimulate the consumption of the children and children's market. The family structure of the one child brings many adults to raise a child's scene, and it will also make the consumption power of the children's market become extraordinarily strong."

Insiders say.

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