The Baby Market Is Booming, And The High-End Brands Are Growing.

China is an important market for luxury goods players to try Baby subdivision.

After several years of development of the luxury market, China's luxury goods have reached the stage of demand differentiation, and the mother infant market is an important subdivision part.

With the improvement of quality of life and the improvement of economic conditions, Chinese families have been investing more and more from the stage of pregnancy to the stage of child rearing. From the high level children's club set up a few years ago to the trend of early education, until recently, with the popularity of parent-child reality shows, the requirements for children's clothes and clothes were getting higher and higher.

In addition to safety, comfort, material and other basic requirements, parents are paying more attention to the design and taste of children's clothing.

Nick Shiah believes that the fashionable and avant-garde consumer groups are entering the growth period after 80 and 90, and the affluent families are becoming the main force of high-end infant consumption.

It is estimated that by 2015, China's urban affluent families will exceed 4 million 400 thousand, and the rich families such as entertainment circles and business circles will "cultivate" a large number of new generation.

Consumer.

"The parents of the post-80s and 90s have been dressing up to hope to extend their taste to their children."

In the survey, Nick Shiah found that the average price of infant luxury items acceptable to families with a certain economic ability was 1000 yuan / piece ~3000 yuan / piece, compared with the price of 10000 yuan / piece ~30000 yuan / piece of adult luxury goods.

Apart from the above international brands, China has also developed a number of high-end children's clothing brands in recent years.

Local children's wear designer brand Little Mee founder millet mom told reporters that the luxury children's wear line price in spring and summer at 700~3000 yuan, autumn and winter price in 900~5000 yuan; and the average high-end children's clothing in spring and summer in 100~800 yuan, autumn and winter price in the 200~1500 people's money, on the basis of quality assurance, the price will be more close to the people.

"In fact, the advantage of local brands is that they will take into account the growth needs of Chinese children and adapt and adjust their functionality and practicality."

Xiaomi said that international brands will not be designed specifically for the needs of individual national markets.

Chinese children are mostly grandparents caring for their children when they were young. They like to wear convenient waist pants, while most foreign children's clothing brands will adopt them.

Waist of trousers.

In China, there are many air-conditioners or heating in kindergartens. Children are asked by their teachers to wear clothes that can be dressed like onion stripes, which is more convenient for teachers to take care of them.

It may be more detailed in terms of functionality and so on to capture native demand.

In December 2012, Gucci opened its first children's wear boutique in Shanghai, Shanghai, China. Its products include children's clothing, children's handbags, children's shoes, children's sunglasses, children's jewelry and baby series. A series of children's accessories and accessories such as Armani's sub brand Armani Junior were born in 1982. Its stores sell all kinds of basic clothing and fashion items from 0 to 16 children.

In the Chinese market, Armani Junior has also expanded to Beijing, Shanghai, Shenzhen, Shenyang, Hangzhou and other cities.

The luxury brand is highly recognized in China because of its adult clothing, so its children's clothing can also be accepted by consumers.

At the same time, there are also some brands in the European and American markets focusing on high-end baby products, such as the French children's shoes brand LePetitFilsDuCordonnier for nearly 150 years, the Spanish bed brand Suommo, the French brand BabyAlpaga, the British brand BelleEnfant and so on.

The difference is that luxury brand children's clothing focuses more on style, while professional high-end baby brands pay more attention to material and functionality.