Children's Wear Has Become A Strong Engine For The Development Of The Garment Industry

- May 06, 2019-

    Driven by the promotion of consumption upgrading and the two-child policy, China's children's clothing consumption is expected to maintain a relatively high growth rate, and the market size is expected to exceed 150 billion yuan in 2017.According to the research report on China's high-end children's clothing industry and investment prospects from 2016 to 2021 released by China business industry research institute, the children's clothing market is becoming an emerging growth point in the clothing industry under the background that the adult clothing market tends to be saturated.

Rapid growth in demand

Children's wear market mainly covers the clothing of people aged 0-14 years old. According to the difference of age and height, related products can be subdivided into children's wear aged 0-3 years old and children's wear aged 4-14 years old. According to product types, they can be divided into jumpsuits, coats, pants, t-shirts, shoes and so on.The growth of the number of infants and children brought by the two-child policy and the upgrading of consumption have provided the possibility for the expansion of children's clothing market.

    The 13th five-year plan calls for "the full implementation of the two-child policy".Since the partial opening of the two-child policy in 2013, the number of newborn babies in China has started a high-speed growth pattern. The full implementation of the two-child policy will enable the number of newborn babies to maintain or even exceed the current high growth rate.In the second half of 2013, the policy of partially opening the two-child policy brought about new consumption of children's clothes, most of which were reflected in the clothes for infants and young children.From the end of 2016 to the beginning of 2017, China's elder children's clothing consumption will usher in accelerated growth.

    At the same time, the growth of household income and consumption upgrade also created favorable conditions for the consumption of children's clothing market.Statistics show that in 2015, the per capita disposable income of Chinese residents reached 21,966 yuan, an increase of 8.9 percent over the previous year.In addition, the per capita disposable income and per capita consumption expenditure of urban and rural residents both achieved a relatively rapid growth year on year.Supported by this, the increasing consumption capacity of urban and rural residents has provided a guarantee for the prosperity of the infant and child industry.

    At present, the proportion of the post-80s and post-90s in the parenting group is constantly increasing. Their superior economic growth environment, higher requirements on the quality of life, and the consumption expenditure of children determined by the mainstream "4+2+1" family structure have the basis of wealth accumulation of two generations, which continuously magnifies and promotes the consumption demand for infant and child commodities.They prefer to make their children look fashionable and beautiful, and often choose new clothes for their children.According to the survey of China children's industry research center, 80% of families' children's expenditure accounts for 30%~50% of the total family expenditure, and infant and child consumption has become an important item of family consumption.

Industry started late space

   Compared with men's clothing, women's clothing and other adult clothing categories, China's children's clothing industry started late, the market growth has a lot of space to be expanded.

In the first quarter of this year, total retail sales of consumer goods grew by 9.7% year-on-year, down 0.4 percentage points from the whole of 2015.Due to the economic downturn and weak demand, the overall growth rate of the garment industry is slowing down.In the context of sluggish demand, the rapid growth of children's wear market is particularly bright.

    Between 2014 and 2015, the domestic market of Russia saw a sharp drop in sales. Sportmaster group opened 12 Sportmaster brand chain stores and 19 O 'stin brand chain stores in China (Sportmaster group's brand mainly focuses on mid-range casual clothing).

    Sportmaster sources say China is the most attractive market in Asia."It's a big, fast-growing market and we have to compete with global brands," he said.There are also fewer barriers to entry in China than in other Asian markets.

    "Sportmaster currently has dozens of retail outlets in China.Obviously, their expansion strategy has been very successful, and within five years the company had more chain stores in China than its own retail stores, "Nigmatullin said.

    Russia's Carlo Pazolini group, which started making luxury high-end shoes and accessories in 1991, has shifted 70% of its manufacturing from Europe to China.It has stores in Beijing and says it will open more in China.

Focus on the Indian market

    In January 2016, Vladimir Yevtushenkov, President of Russian enterprise AFK Sistema, said that the company's fashion retail asset Concept Group has established a partnership with India's Tata Group to sell "" made in Russia" "clothes through Tata Group's recently launched e-commerce platform TataCliq.

According to AFK Sistema insiders, while the company is interested in the Asian market, there is no clear strategy for retail expansion.Concept Group's cooperation with the Indian e-commerce platform is regarded as a pilot project, which will determine the formulation of the Group's further expansion strategy.Sistema bought a 40 per cent stake in Concept Group in 2014.

    SELA, another Russian clothing brand, has successfully entered the Indian market.The company sells its branded clothing online through partnerships with two major e-commerce platforms, amazon and Myntra.