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What Is The Situation Of China's Children's Clothing Market in 2021?

August 30, 2021

What is the situation of China's children's clothing market in 2021?

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According to relevant authoritative data analysis, as of the first half of July 2021, comprehensive online sales of maternal and child related categories on large e-commerce platforms such as Tmall and JD.com reached 95.95 billion, an increase of 4.0% over the same period last year. Among them, Tmall is still the main sales platform for children's clothing and children's shoes, accounting for 94.7% and 91.7% respectively.


Sub-category growth is obvious


From the perspective of the entire life cycle of the fashion clothing industry, compared with adult clothing industries such as men's clothing, women's clothing, and sportswear, the children's clothing industry is still in a stage of rapid growth, with obvious development characteristics of rapid market demand growth and large growth space.


According to relevant data analysis, from January to June 2021, among all sub-categories of children’s wear and children’s shoes, school uniforms/uniform customization, children’s costumes, and children’s swimwear accounted for the top three growth rates, with growth rates reaching 383.2%, 366.1% and 136.7%, compared with crawlers, jumpsuits and other categories, the rapid growth rate side reflects the broad development space of my country's middle-aged children market, and at the same time, the refined needs of different baby wear scenes and different age groups continue to erupt.


The industry accelerates to gather at the head to test the comprehensive strength of brand, channel, marketing, etc.


Looking at the entire shoe and apparel industry, whether it is upstream brands or downstream channels, the concentration has been accelerating to the head in the past two years. For the children's clothing industry, there is indeed a long way to go compared with categories with a high degree of brand concentration such as milk powder and diapers. However, since the outbreak of the epidemic in 2020, the children's clothing industry has accelerated the process of winning the best.


Data shows that brands such as Barabara, Dave&Bella, and Anta are still performing strong, while many brands have grown at a considerable rate, such as Peacebird's children's clothing brand Mini Peace, which grew by more than 20% in the first half of the year.


For example, in the past two years, the top brand of children's clothing, Balabala, has exerted its efforts in brand fashion, external brand image upgrade, store internal design innovation, and resonance with new consumers, including successively launched Disney series, Guochao series and CATIMINI, Dunhuang Museum cross-border new products, etc. Cooperation series, and brand logo renewal, etc.;


Another big brand of children's clothing, Annel, has been emphasizing the brand's rejuvenation development in recent years, and has integrated this into product innovation, brand marketing and other levels. Take the new skirts launched by the Annel brand in 2021 as an example, which emphasizes individuality and coolness. At the same time, it cooperates with multiple circles of KOLs to create a brand to break the circle and spread it. On the other hand, Annel continues to strengthen its advantages in direct sales channels, and advances online and offline on the same track to create a diversified and convenient shopping experience for customers.


In general, as industry competition intensifies, children's clothing companies usher in a new stage of comprehensive strength PK. The online performance of various brands also represents a microcosm of the development of the industry trend, and the future children's clothing industry is bound to develop in a more brand-oriented and centralized direction.


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