China’s adult clothing market has experienced a downturn, and children’s clothing has shown a good situation. The casual wear brand Senma's children's wear business achieved revenue of 6.32 billion yuan, which has become an important source of income for the company. Many brands use children's wear as a chip to break through the achievement bottleneck, and the children's wear market has become a new battleground for the Chinese apparel industry.
China's children's wear market status
After the implementation of the second child policy in China in 2016, many Chinese families chose to have a second child, and the number of newborns per year exceeded 15 million. The population of China aged 0-14 is about 270 million people. Because children grow fast, the demand for children's clothing is very large. In most Chinese households, children's expenditures account for 30% to 50% of household expenditures. In 2018, the sales volume of China's children's wear market reached 160 billion yuan, and it is predicted to reach 265.5 billion yuan in 2020. Children clothing have huge market space, and many foreign brands are clinging to this opportunity, and they have launched children's wear. Zara, Gap, UNIQLO and other brands have greatly expanded the children's wear business, and the addition of fashion brands has made the competition in the children's wear market increasingly fierce.
High-end children's wear market
At present, the main birth groups in China are after 85s and 90s. They have high requirements for quality of life, and they will project their own aesthetics onto children. Their demand for children's wear brands and designs is getting higher and higher, which makes the children's wear become more and more adult obviously. So many brands of children's wear lines are committed to the high-end market. In addition, because the baby's skin is relatively sensitive, adult consumers will consider the quality and comfort of children's wear, so the production and testing of children's wear is very strict.That's why the price of children's clothing is comparable to that of adult clothing, or even higher.
Upgrade the brand ,seize the high-end market
The competition in China's children's wear market has intensified. The casual wear brand Senma acquired the French children's wear group Kidiliz and the domestic children's wear brand Cocotree to expand the children's wear business; Anzheng Fashion launched a new children's wear brand, mainly for the 0-14 baby market; the American fast fashion brand Gap acquired Jane and Jack, the high-end children's wear brand of Golden Baby.
In the face of many enterprises that enter the children's wear, how do foreign brands stand out in China?
● Increase brand value addedToday's young parents are more accepting of foreign brands and are also the main consumers of children's wear. Compared with the price/performance ratio, they value the quality of the products and the added value brought by the brand. A good brand not only provides consumers with quality products, but also meets consumers' needs for taste and personality. In terms of design, packaging and sales services, consumers must have a pleasant experience.
● Integrated marketing
Foreign brands can integrate different marketing methods to achieve their own advantages. Some brands open one-stop shopping and living halls and experience halls in shopping malls. The advantage of these stores is to enable consumers to effectively perceive brand information in a pleasant shopping experience. Good interaction creates emotional connections between the two parties and strengthens consumer loyalty to the brand. Converse, which had been declining before, because a star shared his video of physical store custom shoes on social media, and regained a very high popularity. Converse has earned a reputation for its good service and experience through social marketing and customized marketing.
Of course, not every marketing can be a big success, timing, marketing content, etc. are very important factors. TOJAR, a professional digital marketing company, has a professional marketing team to customize your brand marketing strategy, using social marketing, SEO, risk control and other commercial services to help you open the Chinese market smoothly.