According to relevant authoritative data analysis, in the first half of July 2021, combined with large e-commerce platforms such as Tmall and JD.com, the total online sales of maternal and infant related categories reached 95.95 billion, an increase of 4.0% over the same period last year. . Among them, Tmall is still the main sales platform for children’s clothing and children’s shoes, accounting for 94.7% and 91.7% respectively.
Subdivided categories have grown significantly, and the market for older children is vast
From the perspective of the entire fashion clothing industry life cycle, compared with adult clothing industries such as men’s clothing, women’s clothing, and sportswear, the children’s clothing industry is still in a stage of rapid growth, with obvious development characteristics of rapid market demand growth and large growth space.
According to relevant data analysis, from January to June 2021, among all sub-categories of children’s clothing and shoes, school uniforms/school uniform customization, children’s performance clothing, and children’s swimwear accounted for the top growth rates. In the third position, the growth rates reached 383.2%, 366.1% and 136.7%. Compared with categories such as rompers and jumpsuits, the rapid growth rate reflects the broad development space of my country’s middle and large children’s market. At the same time, it focuses on the different clothing of babies. The refined demands of scenes and different age groups continue to explode.
The industry is accelerating to gather at the top, which will test the comprehensive strength of brand, channel, marketing and so on
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Looking at the entire footwear and clothing fashion industry, both upstream brands and downstream channels have been accelerating their concentration in the past two years. . For the children’s clothing industry, compared with categories with high brand concentration such as milk powder and diapers, there is still a long way to go. However, since the outbreak of the epidemic in 2020, the children’s clothing industry has accelerated the process of winning over the inferior.
Data shows that brands such as Balabala, Dave&Bella, and Anta are still performing strongly, and many brands are growing at a considerable rate. For example, Mini Peace, a children’s clothing brand owned by Peacebird, grew by more than 20% in the first half of the year.
For example, Balabala, the leading children’s clothing brand, has made efforts in brand fashion, external brand image upgrade, and internal store design innovation in the past two years to resonate with new consumers. , including the successive launches of Disney series, national fashion series and CATIMINI, Dunhuang Museum cross-border new products and other cooperation series, as well as the refresh of the brand logo;
Another big brand of children’s clothing, Anaier, has been emphasizing in recent years The brand has been rejuvenated and developed, and this has been integrated into product innovation, brand marketing and other aspects. Take the new skirt products launched by the Anaier brand in 2021 as an example. They increasingly emphasize individuality and coolness, and at the same time, they unite with KOLs from multiple circles to create brand-breaking communication. On the other hand, Anair continues to strengthen its advantages in direct sales channels, and keeps pace with online and offline sales to create a diversified and convenient shopping experience for customers.
In general, as competition in the industry intensifies, children’s clothing companies have ushered in a new stage of comprehensive strength PK. The online performance of each brand also represents a microcosm of the development of industry trends, and the children’s clothing industry is bound to develop in a more branded and centralized direction in the future. </p
