According to the "2009-2012 Prospect Forecast Report for China's Children's Wear Market", China will enter the fourth peak of childbirth, and by 2010, the number of newborn babies will enter a peak period. "Baby boom" brings about a full-scale outbreak of "baby economy". Relevant information shows that since 2000, the growth rate of China's baby industry has been as high as 30%, and it has become the largest consumer of baby products after the United States. By 2010, it will be expected to enter the “trillion-dollar club”. In this baby industry, children's clothing will occupy an important share.

In May this year, women's, children's wear, men's wear, and leather and women's wear statistics in the Beijing Business Information Center showed that women's wear, children's wear, men's shirts, and women's wear had an overall increase in retail sales during the month. Trends, including children's wear average daily increase of 35.28%, the highest in the six categories of clothing.

First, latecomers scrambled for the Nuggets children's wear market. The global financial turmoil is the cause of many industry changes. The Chinese clothing industry, which is already white-hot competition, is also accelerating the pace of change.

In recent years, in the domestic apparel market, men’s clothing, women’s wear, casual wear, sportswear and other “battlefields” are filled with competing smoke smells. With the deepening of the financial turmoil, local brands and international brands have demonstrated The elimination rate of various marketing channels is more tragic than ever before. However, in the children's wear market, although there is competition, it seems that "the scenery here is good." The reality is that the domestic children's wear market has not yet formed a national brand or leader brand such as men's wear, women's wear, casual wear and sportswear, and brand concentration is still not high. Just like this, more and more newcomers have seen opportunities, especially those that are related to shoes and clothing and fashion.

The domestic sports brand listed in Hong Kong at the end of June this year is 361°**, which is approximately HK$1.81 billion. Some of the funds will be used to start the children's wear business next year. In fact, seven wolves, Cornell, Anta and many other well-known adult footwear brands played an important role in this "children's clothing fever."

The gradual maturity of e-commerce has also enabled B2C companies that once won by adult men and women to extend their reach into the field of children's wear. At present, the most popular of the two major apparel companies, B2C Vancom Eslite and Mecoxlane, have started a children's clothing business, and the price and fashion are still their magic weapon for attacking cities.

In addition, there are flashes of international brands, such as BabyDior, DGbaby, and ARMANIJunior. The most popular is Adidas and Nike, two major world sports brands, with a huge brand influence and excellent marketing strategy, the latter launched only two or three years of children's clothing children's shoes project has quickly occupied the market commanding heights.

As a children's clothing hot derivative, various professional pregnant and baby exhibitions have also become members of the Gold Rush. In the 2008 “8th Shanghai Children, Babies, and Maternity Products Expo”, 65 children's wear brands and 53 toy brands participated. The 9th CBME Shanghai Children, Babies and Maternity Products Fair held from July 29 to 31 this year has also launched the “First Shanghai CBME Children's Apparel and Accessories Fair” for domestic and foreign children's wear enterprises.

2. "Children's Clothing Heat" Looks Beautiful On the eve of June 61 this year, local industry and commerce bureaus have issued monitoring reports on children's wear quality. For example, the Guangdong Province Administration for Industry and Commerce found that the passing rate of children's wear was only 34.1%. Excluding children's clothing with unqualified labels, the quality of the clothes was intrinsically qualified. Only 50%, many of which are well-known brands are on the list. This shocking result is a true reflection of the status quo in China's children's wear industry.

Relevant information shows that 50% of China’s children’s clothing market is currently occupied by international brands, and 70% of domestic children’s clothing enterprises are unbranded. At the same time, due to a lack of clear positioning, most companies quickly fall into a low level, homogenization and price war. Competition is muddy. "Children's clothing fever" looks beautiful, but the cruelty of reality makes the future of each entrant in different paths have to face up to the market test. Traditional local shoes and apparel companies will extend their brands and product lines to children's wear and children's shoes. Will this be their comfortable world? The market will naturally use time to test these issues.

Third, 10 million yuan worth of billions of dollars of business after the "after all, please wait and see. China's market is too large, perhaps a variety of companies can find their own position, but our Chinese children's wear brand must learn to become a leader in fashion and taste, not Follow the trend to imitate and fall into a homogenous competition circle.".

The Guangzhou-based T100 parent-child children's wear is the “great dark horse” of China's children's wear. Last year, it has been consistently reported by professional journals such as Peking University Business Review, 21st Century Business Review, and Entrepreneur. The T100 with initial investment capital of only 10 million yuan entered the children's wear market during the SARS period in 2003. It took only four years and sales exceeded the 100 million mark, resulting in sales of high-end children's clothing segments rapidly exceeding 100 million yuan. Yuan's "great dark horse." The T100 had tracked and analyzed customer buying behavior. Its VIP customers maintained a return rate of more than 80%, and the growth rate was more than 50% for five consecutive years. Last year affected by the financial crisis and earthquake, sales growth slowed slightly but still exceeded 30%.

T100 children's wear has always been doing business at the tip of the pyramid, avoiding the low level of homogenization and competition. T100 targets high-end households with an annual income of more than 500,000 yuan as target consumer groups, and has set up counters at airports in Beijing, Shanghai, Shenzhen, Chengdu, and Qingdao, and is also located in large and medium-sized cities such as Beijing Lufthansa, Guangzhou Tianhe City and Zhengjia Plaza. High-end shopping mall layout, and many international brands go hand in hand. The T100 has been using the airport plus shopping malls to open 300 stores across the country. Airport rents are expensive, and rents for popular shops are even priced at RMB 10,000 per square meter. Therefore, most of the clothing shops opened at the airport are mostly based on image promotion and are not profitable, but the T100 can also be profitable.

A children's clothing sold to 300 yuan is the psychological bottom line of many Chinese consumers, even if the price of adult clothing is 800 yuan is also very common, and the T100's product price is generally set at between 100 yuan to 1,000 yuan, it is said by consumers For Chinese children's wear luxury goods. Want to stand out from many children's wear, design is the key. T100 takes 10% of sales each year to do R&D. The design team often goes to Hong Kong and France to collect wind and draw design inspiration from international big names such as DIOR and CHANEL.

T100 fabrics, accessories suppliers and Nike, Adidas, Esprit same factory, screening once a season. All garments in the T100 are completely sterilized before leaving the factory, and even the transport trucks must be dedicated and disinfected daily.

Some research reports indicate that the consumer demand in China's children's wear market has shifted from the practical model of satisfying basic life to the pursuit of beautiful fashion. In some economically developed cities, consumer demand for children's wear tends to trend and brand. As all the Corps gathered on the battlefield, everyone became more rational and mature, which also prompted the competition in the domestic children's clothing market to escalate. The era of brand management for children's wear has arrived.