2012: Self Owned Brand Becomes The Mainstream Of Children'S Wear Operation

2012 is the Year of the Dragon. Most Chinese families want to have a baby dragon. More relaxed government policies and the arrival of the Year of the Dragon will make China's Baby Boomers It will bring unlimited business opportunities to domestic and overseas enterprises, and the baby boom in the Year of the Dragon will open up the maternity economy.

　　 2012 Maternity and Infant Clothing Year

Zhang Dekang, director of obstetrics and gynecology at the Prince of Wales Hospital in Hong Kong, said recently that since the Year of the Dragon in the incarnation of Chinese emperors represents power and wealth, the birth rate of babies in the Year of the Dragon will increase by 5% in 2012. Michele Mark, an analyst in the consumption field of BNP Paribas, also believes that "the baby boom in the Year of the Dragon is almost certain. It will promote infant milk powder, diapers and babies Clothes & Accessories And other products. "

Before the 1980s, the domestic maternity and infant clothing market was almost blank. With the development of economy and the change of consumption concept, the market of pregnant children's clothing is rising quietly. After more than 10 years of development, China's maternity clothing has experienced a process of development from scratch, from simple to sophisticated. Now the "post-80s" are gradually entering the birth season, which provides a huge customer base for the take-off of maternity clothing.

Compared with European and American countries, most of China's "post-80s" are only children. The 4-2-1 family structure enables expectant mothers to enjoy the high attention and care of other family members from the very beginning of pregnancy, and to spend a lot of money on all products related to pregnancy. Based on the national annual birth population of 16 million, even if every expectant mother only consumes 500 yuan of maternity clothing and maternity underwear, the potential size of maternity clothing market has reached 8 billion yuan. If it is extended to the downstream infant industry, the scale of the entire mother infant industry will exceed 200 billion yuan.

In addition to the increase in the number and market scale, the emergence of "post-80s" expectant mothers has put forward higher requirements for the quality and personalization of maternity clothing, promoting the transformation of maternity clothing from comfort to fashion and functionality. Due to the high proportion of professional women, most pregnant women still need to work in the middle and late pregnancy, so there is a great demand for pregnant women's professional clothes and outdoor clothes. At present, the market of maternity clothes is still dominated by leisure and home clothes, and there is less choice, which provides sufficient space for further segmentation and growth of the maternity clothing market in the future.

According to statistics, at present, there are only more than 100 enterprises specializing in the production of maternity clothing in China, most of which are small in scale, many of which are family workshops, with low technology content and weak strength. There are less than 10 well-known maternity clothing brands. Market leading brands are facing the opportunity of strong demand and market share is expected to rise significantly.

At present, there are two levels of maternity clothing brands in China. One is the high-end brands represented by October Mommy, Ginny and Kleman, and the main channels are mainstream shopping malls and department stores; The second category is the middle and low-end brands represented by Pregnancy Beauty, Lifetime Baby and Junxin, which mainly follow the route of combined store of pregnancy, baby and children; In addition, there are some low-end brands, which are scattered in the wholesale market and the pregnancy, baby and children's combination stores below the second and third tier cities.

　　 Radiogenic protection maternity dress "Standard configuration"

Although the brand concentration of maternity clothing in China is relatively low, and no leading enterprises have emerged, with the separatist struggle in recent years, some enterprises have gradually established their leading positions in the first round of the race by improving and expanding their channels and constantly strengthening their brands. In June 2011, Mommy reached a capital injection agreement with Sequoia Capital and Bega Capital in October. Sequoia and Bega invested 40 million yuan and 20 million yuan respectively to become shareholders. Mommy in October became the first maternity brand in China to obtain venture capital.

Among them, radiation protective clothing is almost the "standard configuration" of maternity equipment. Many pregnant women will wear this protective clothing when they work, hoping to reduce the impact of computers, mobile phones and other radiation on the fetus. A father to be said that he should put his wife in the safe to make peace for the baby. It is this "peace seeking" mentality coupled with the ambiguity of scientific concepts that has kept the radiation clothing market booming. It is not only renovated, but also upgraded. From the beginning, the metal fiber wire became a metal coating, and the material was also improved from copper to "silver ion".

According to the fabric material, there are mainly three types: metal fiber (excluding silver) blend, metal coating and "silver ion" series. The price ranges from 200 yuan to more than 1000 yuan, of which the most expensive "silver ion" radiation protective clothing is generally priced at thousands of yuan.

However, the domestic anti electromagnetic radiation clothing market has not yet formed a leading enterprise. According to the 2011~2016 China Anti radiation Poplin Market Analysis and Survey Report released by Shangpu Consulting, the anti electromagnetic radiation clothing market has entered a new stage of brand competition. With the popularization and application of anti electromagnetic radiation clothing in people's life, the development prospect of anti electromagnetic radiation clothing is very promising. {page_break}

　　 Self owned brand becomes the mainstream of children's wear

The development of independent brands is the highlight of the development of children's wear industry in recent years, and independent children's wear brands have occupied the mainstream of the domestic market. Balabala, Boshi Frog, Dadida, Red, Yellow and Blue, Parkland, Shuiha'er, Taodi, Piglet Banna and other brands have become household names.

Today's children's clothing has a good grasp of color matching, style design and fabric selection. Pay attention to outstanding style, fashionable personality, lively, healthy, safe and practical. Children's clothing should not only have fashionable elements, but also conform to children's innocence. Today's "adult children's clothing" is a new breakthrough in the field of children's clothing design.

But even though it is a domestic brand, the price of an ordinary children's down jacket is as high as thousands of yuan, which is close to adults market In this regard, the merchants said that in addition to fewer fabrics than adult clothing, the fabric, processing and logistics costs of children's clothing are not lower than those of adult clothing, which has led to the high price of children's clothing.