Analysis Of The Present Situation And Development Of Children's Wear Market In 2018

Compared with the mature market segments such as men's wear, women's wear and sportswear, China's children's footwear industry is still growing rapidly and is a popular subdivision of the garment industry. At present, although no brand children's shoes and clothing still occupy the dominant position in the market, but with the increase of consumer's quality and safety requirements and the improvement of consumption ability, the brand consumption demand of children's shoes and clothing will become increasingly strong in the future.

Children's footwear industry is still growing, and its scale is growing rapidly.

As a traditional industry that meets people's basic necessities of life and clothing, the market of shoes and clothing is affected by the decline of economic growth rate, and the growth rate is slowing down. Due to changes in population structure and consumption upgrading, children's shoes and clothing market has become an opportunity to segment the market in a small number of Red Sea. Overall, China's children's shoes and clothing market is still in the growth stage, and the future development prospect is bright.

From the industry scale, the market size of China's children's footwear industry has been expanding since 2012. In the 2012-2017 years, the overall retail sales volume of children's footwear industry in China has reached an average annual growth rate of 10.9%, reaching 261 billion 500 million yuan in 2018. Due to the favorable effects of the "two child" policy, such as population growth, consumption upgrading and brand penetration, it is expected that the children's footwear industry will expand rapidly in the next few years, and the market will exceed 400 billion by 2022.

From the perspective of industry scale growth, in the 2012-2017 years, the annual compound growth rate of children's clothing subdivision industry is as high as 10.9%, which is not only higher than the 6.1% growth rate of the whole industry, but also significantly higher than that of sports, women's clothing and men's clothing market. It can be seen that due to the low maturity of children's shoes and clothing market in the country, the future development potential is even greater.

Children's shoes and clothing brand trend, the low-end brand is still the main body of the market.

From the future development trend of children's shoes and clothing, branding is one of the inevitable trends. According to Euromonitor data, in 2017, China's children's shoes and clothing market, the non brand market accounted for 65% of the share, and with the upgrading of the concept of consumption upgrading and the improvement of consumption ability, the average annual compound growth rate of children's shoes and clothing brand market in the 2017-2022 years is expected to reach 17.5%, which is much higher than the growth rate of the 9.1% of the non brand market, and by 2022, the market share of the brand market is expected to increase to 43.8%.

More specifically, if the price of each brand Tmall flagship store, franchised store, brand official website, children's clothing and children's clothing is the main selling item in the autumn and winter season, the price will be the basis for dividing the price. The price will be higher than 1000 for the luxury market, 400-1000 for the high-end market, 250-400 for the middle end market, and 250 for the low-end market. In 2017, the children's shoes and clothing brand market is still dominated by low-end brands, accounting for up to 55.9%, followed by the middle and high-end market, and the market rate is around 20%. In the future, with the transformation of non brand shoes and clothing to brand clothing, the market share of low-end brands will be further expanded. By 2022, the market share of low-end children's shoes and clothing brands will be raised to 57.5%.

In addition, from the perspective of different styles, in the market of brand children's shoes and clothing, simplicity, sports and fashion styles are most sought after by the market, and the market share in brand children's shoes and clothing market is above 20%. Although the dominant position of low-end brands in different styles of market segmentation is very significant, there are some differences in the market share of various brands. For example, the low end brands of simple, cartoon and sports style account for a larger proportion, while the high-end brands of Chao Chi and fashion style are relatively prominent.