Luxury Brands Enter China's Children's Wear Market

< p > domestic < a href= "//www.sjfzxm.com/news/index_c.asp" > children's wear < /a > market sales increased from less than 50 billion yuan 5 years ago to nearly 100 billion yuan, attracting many brands to accelerate the march into children's wear market.

Many luxury brands have also entered the Chinese children's wear market this year, and have launched products such as garments, underwear, accessories and so on.

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< p > < strong > children's consumption does not "cool down" < /strong > < /p >

< p > China now has nearly 300 million children under the age of 14. The huge population has brought huge demand to the children's wear market.

Plus 80 or even 90 after the mother became the main consumer groups, high investment spending is the universal characteristics of this generation of mothers, "baby economy" has also been rapidly warming.

The 2012~2015 children's wear industry report released by the National Bureau of statistics shows that the annual output growth rate of children's clothing industry is 25% to 30%.

The scale of China's infant clothing market has reached 34 billion 800 million yuan in 2010. In the next few years, with the continuous growth of China's children's population, the infant clothing market will continue to maintain a strong momentum of development. It is estimated that by 2015, the market capacity of Chinese infant clothing, cotton and daily necessities will reach 227 billion 980 million yuan.

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< p > although this year's "a href=" //www.sjfzxm.com/news/index_c.asp "luxury" /a "industry has passed the" cooling "information, but the high-end consumers of the world have not shrunk their budget for their children, which makes more and more fashion brands start to focus on children's clothing and children's products in this particular market.

In the high-end department stores in Beijing and Shanghai, luxury children's wear counters are very eye-catching.

Especially during various festivals, the sales of luxury children's clothing will usher in a small climax.

From the current luxury group earnings report, children's clothing only accounts for a small part of the group's income, but as "Liang Ma" spawned the economy of the tide child, the future luxury children's wear will have a more obvious growth.

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< p > < strong > big brand "capture" Mama heart < /strong > /p >

< p > a pink cotton < a href= "//www.sjfzxm.com/news/index_c.asp" > dress < /a > 1400 yuan, a small handbag to 2000 yuan, this is the author in Beijing China World Trade Center mall children's clothing area to see the price.

However, this is just a large brand of mid-range goods.

A fashionable mother told me that she was willing to draw some of her "little princesses" from her "luxury fund".

This is explained by a fashion magazine editor. For women, children are their own mini version. Women want to see their fashion taste extend on their children.

It is the psychology of many mothers who want to dress their children up as "little stars". When looking for advertising spokesmen, the big brands will choose the stars to speak with their children.

2011 the spokesperson for Gucci's children's clothing in spring and summer is the Latin beauty Jennifer Lopez who has been in Hollywood for many years and her two year old dragon and Phoenix child.

In the 2013 Burberry summer advertisements, the second son of Britain's youngest fashion icon, Beckham, has taken the lead.

In order to "capture" the hearts of mothers, these brands can be painstaking.

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< p > < strong > Chongyang psychological hidden danger < /strong > < /p >.

"P > International Children's wear brands will undoubtedly increase the fierce competition in China's children's wear market.

A head of children's clothing brand in China said that the entry of international brands and luxury brands indicates that the children's wear industry is in a good position. Everyone wants to share a slice of the cake. It also shows that the market for children's wear in China is low.

There are few famous brands and few outstanding ones. This is the problem of children's wear market in China.

Seemingly simple, seemingly low threshold, actually do high requirements, because this involves the entire children's clothing quality requirements, technical ability, children's wear testing standards and other comprehensive competitiveness.

The person in charge thinks that "safety" is the key point of every brand competition. In terms of formaldehyde and other indicators, it is difficult for some foreign companies to meet the class a standards specified in China.

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< p > recently, the General Administration of quality supervision, inspection and quarantine reported that many imported children's products were unqualified and involved multiple luxury brands.

From January to May this year, China detected 146 batches of imported children's products with unqualified quality, up to 109 thousand and 800 pieces, and 16 well-known international brands were named.

Formaldehyde is over standard, inclusion is over standard, fiber composition is inconsistent with logo.

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< p > China General Administration of quality supervision, inspection and Quarantine said that China imposed mandatory tests on imported toys, infant diapers and infant garments to prevent unqualified products from entering the market.

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< p > a salesperson from a clothing store in Beijing told the author that some consumers blindly praise the imported products, or even hesitate to buy or buy foreign baby products through the Internet.

The overseas products of Hai Tao or purchasing are not subject to formal import inspection and customs declaration procedures, and the quality is difficult to guarantee.

At the same time, even the results of repeated tests of imported garments show that the quality is not stable and reliable, and the probability of quality problems is still high.

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