Winter Children's Clothing Industry Still Bustling About 2018 Overweight Children Clothing Layout Clothing Enterprises

The adult brand extension time is shorter than that of the professional baby brand, and the income scale is relatively small, but the growth is higher. Adult extension brands can be classified into sports leisure brands and fashion leisure brands. Among them, sports leisure brand layout is earlier than fashion and leisure brands, and the body size is larger. The main reason is that safety and comfort are the main consumption of children's shoes and clothing in the early stage. With the 80 and 90 fashion generation becoming parents, the demand for children's shoes and clothing will be diversified, and the adult fashion leisure extension brand will usher in development opportunities.
Sports brand
Anta
After winning the FILA layout of high-end children's clothing in the early years, in October 2017, Anta put the children's clothing brand Xiao Xiao Niu's income pocket. Now, including the Anta brand, there are three children's wear lines. At Anta's 2018 interim results conference, Zheng Jie, executive director and group president, said, "the business of children is also the focus of Anta's attention".
Lining
Sporting goods giant Lining used to have only one children's clothing brand, Lining Kids. In 2017, Lining recovered the agency of children's clothing brand, reformed the children's clothing business, and launched the self run children's wear brand Lining YOUNG. Lining also focused on developing children's clothing and other sectors in the second half of 2018.
360 degree
In 2009, the company launched the children's brand "361 degree children's clothing", which belongs to the early layout of the children's clothing area. "361 degree children's wear" is targeted at children aged 3~12 years (before 2015, who are 5~12 years old), targeting low-end market and operating as an independent department. The company's children's business has become one of the driving forces of the company's growth in recent years. The company's children's clothing gross profit margin has been continuously improved in recent years, and its business development is healthy. In 2018, blood transfusion was carried out at 31st to 500 million yuan, and children's clothing was vigorously developed.
Fashion brand
Local clothing brands such as Taiping bird, Metersbonwe, Jiangnan Buyi and seven wolves have all started to rush to the new children's wear. In the second half of 2017, Hai Lan's home and Vigna S have been involved in the children's clothing market. It has been speculated that the development of children's clothing product lines with adult clothing brands is already a standard trend. Obviously, the children's wear market has been warming up. The policy of two child birth has made the children's clothing market more popular.
Pacific bird
Mini Peace was founded in 2011. As a brand that the Taiping bird fills the gap of children's fashion market, the company relied on its experience in the field of adult wear and copied it to the field of children's wear, making the company a fast development despite being a backward person in the field of children's wear. Children's wear has been expanding since its inception, but shop expansion is not a pleasant journey. As for the first half of 2018, there were 23 stores opened in the second half of the year for children's clothing brand MiniPeace. In a related announcement, Taiping bird said that the reason for the delay in opening a shop was that the site selection criteria were strict, and the opening time of department channels was delayed. The two reason is that the company hopes to enhance the brand influence and customer experience by adjusting the management mode and store image of the store. The market of children's clothing has always been highly dispersed, and the strategic adjustment and brand innovation of MiniPeace have demonstrated the determination of Taiping bird in the children's clothing market.
Jnby by JNBY
Designer brand Jiangnan Buyi's two children's wear brands are jnbybyJNBY, Pomme de Terre, launched in 2011 and 2016 respectively, targeting children aged 3~10 and 8~14 years old. The children's clothing business is in the process of rapid development. During the New York fashion week in 2018, Jiangnan Buyi said that the focus of future development will be on the high-end children's wear market. From the brand development process, Jiangnan cloth children's clothing brand started late but the development momentum is good. Men's wear and children's wear business is growing at a high speed and has become an important driving force for the growth of the company. The gross margin of children's clothing brand jnbybyJNBY is slightly lower than the gross gross profit margin of the company.
Hai Lan's home
Hai Lan's home invested 660 million major brands in 2017. Men's wardrobe has attracted a lot of attention to children's clothing. The announcement of Hai Lan's home shows that 2018-2020 years are expected to achieve the net profit of 1.2/1.44/1.73 billion, with an average annual growth rate of 20%. According to people familiar with the matter, it is almost impossible to achieve net profit of 120 million in 2018. Hai Lan's home is very smart. When it invested in the acquisition of Ying Shi baby's stock, it saw that the performance and profits of Ying's baby boy were very unstable.
Although the second child policy releases part of the desire to give birth, the fertility rate of China's population has a general downward trend, and the motive force of the future industry is mainly driven by the upgrading of consumption. At present, local brands of children's shoes Market in China occupy a leading position, but in the future, as international brands step up the layout of the Chinese market, local brands will face more competition in international brands, and the market share will decline. Author: Meng Zhe