Analysis Of The Development Of Children'S Wear Industry In China

Compared with adult clothing, China

The industry started late.

With the change of family consumption habits, domestic professional children's wear started in the mid 90s of last century, and is still in a period of rapid growth.

According to the world clothing shoes and hats net, 200 key retail enterprises nationwide in 2013-2017 August

The growth rate of retail sales in all sectors was year-on-year. Except for 1-8 months in 2017, the sales growth of women's clothing was higher than that of children's wear. In other periods, the growth rate of children's wear industry was ahead of other sub sectors.

Life cycle of different categories of clothing in China

2013-2017 August, 200 key retail enterprises in China

Apparel subdivision sales growth year-on-year

With clothing and

To distinguish dimensions, the generalized children's clothing market can be subdivided into children's clothing market and children's shoes market.

In 2016, the sales scale of children's clothing (clothing) in China was 145 billion 11 million yuan, the CAGR in 2012-2016 years was 8.17%, and the CAGR in 2017-2019 years was 7.29%. In 2016, the sales scale of children's shoes in China was 47 billion 980 million yuan, and the CAGR in 2012-2016 years was 10.15%. The CAGR in 2017-2019 years is 8.75%.

Since 2013, the market scale of children's clothing (children's shoes) and children's shoes has increased year by year, which is higher than that of the clothing industry.

2012-2019 years growth of children's clothing sales in China

Market size and year-on-year growth of children's shoes sales in China in 2012-2019 years

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With the 80 90's entering the peak period of marriage and childbirth, China has ushered in the fourth baby boom since 2012.

According to the National Bureau of statistics, the number of people aged 0-14 in China has increased year by year in 2011-2015 years. In 2015, the growth rate reached 7.26%, and the population reached 242 million. In 2016, the proportion of the 0-14 year old population reached 16.64%, the highest since 2010.

According to the UN estimates, the growth rate of the 0-14 year old population in China in 2012 is negative and positive, and it will continue to grow positively in the next 8 years, and the population will reach 261 million peak in 2020.

In November 2013 and October 2015, China launched the policy of "two separate children" and "comprehensive two children".

According to the State Health Planning Commission, about 90 million couples of childbearing age met the requirements in 2016, and estimated that 2 million 500 thousand new babies will be added each year.

The large consumer age group laid the foundation for the development of children's wear market.

Population aged 0-14 (left axis) and year-on-year growth rate (right axis) in 2008-2030E

Since the implementation of the "two child alone" policy, the growth rate of clothing sales in different age groups can clearly reflect the impact of population policy on children's clothing consumption.

According to statistics from Chi Chi research, population policy first caused the acceleration of the number of newborn babies in China, which led to the expansion of children's clothing market size mainly in infant clothing.

Since 2013, the scale of infant clothing sales has increased rapidly, and the growth rate has been maintained on the growth rate of men's and women's children's clothing.

Infant clothing is the first to enjoy the dividend policy. It is expected that this year's children's wear will gradually accelerate.

Sales growth of infant clothing, men's wear and girls' wear in 2011-2017E

Compared with other developed countries, the per capita consumption of children's clothing in China is still lagging behind.

In 2016, the per capita consumption of children's clothing in China was only 16 US dollars, about 1/4 of Japan's per capita consumption and 1/8 of per capita consumption in Britain.

In recent years, the per capita disposable income of residents has been increasing, and the level of consumption has also increased.

At the same time, the white paper on maternal and infant consumption in 2015 shows that the proportion of 80 of the 90% of the children in the nursery group has exceeded 85.9%. "Sina"

Most of these groups are single children. They grow up in a relatively superior and relaxed economic environment. They have a certain pursuit of quality of life and maintain the concept of childbearing.

The mainstream 4+2+1 family structure in China provides the basis for wealth accumulation for two generations of children's consumption expenditure. Children's clothing, as a relatively large category of children's consumption, will benefit from this upgrading of consumption.

Per capita consumption of children's clothing in 2016 (US dollar / person)

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Per capita disposable income of urban and rural residents in 2010-2016 years

From the price dimension, children's clothing can be classified as luxury brand, high-end brand, high-end brand and low-end brand.

Luxury brand is the traditional luxury brand of children's wear line, such as YoungVersace, ArmaniJuniors, single T-shirt price of about 1000 yuan; high-end brands include some professional high-end children's wear brands, such as PawinPaw, Kingkow, and adult wear extension brand, such as AdidasKids, jnbybyJNBY, single T-shirt price is about 300 yuan, high-end high-end products are also divided into professional children's wear brands, such as Ann, Barbara, piglet, and adult wear extension brand, such as GapKids, ZaraKids, single T-shirt price is about 100 yuan or more; low-end brand refers to the name of children's clothing brand or no brand clothing, general single T-shirt price below 100 yuan.

Generally speaking, the high-end market of children's clothing is dominated by international brands. Most of the children's clothing brands in China are concentrated in the high-end market.

Children's wear brands differentiate by price dimension

The children's clothing industry with high boom and fast growing period has attracted the attention of many garment enterprises.

In addition to the emergence of professional children's wear brands, sports and sports brands, fast fashion brands, casual wear brands and other adult clothing brands have also stepped up the market for children and intensified competition in the industry, forming a situation of multi brand competition at home and abroad.

At present, there are many participants in the market of children's wear in China, the quality is uneven, the market is still immature, and the degree of concentration is low.

Children's clothing (clothing) market is mainly composed of professional children's wear brand and adult wear brand children's wear line, children's shoes market is mainly composed of professional children's shoes brand, children's shoes market concentration is slightly higher than children's clothing (clothing).

According to statistics, in 2016, the top four sales of children's clothing (clothing) market in China were balbala, AdidasKids, angel and pig, and CR4 was 7.9%, of which Barbara's market sales accounted for 5%, leading other brands.

In 2016, the top four sales of children's shoes in China were NikeKids, ABC, POOVE and AdidasKids, CR4 was 12.9%, and the top two NikeKids and ABC accounted for 4.1%.

In the past 2013-2016 years, the sales of children's clothing (clothing) in China accounted for the top ten.

In the past 2013-2016 years, the sales of children's shoes in China accounted for the top ten.

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