Why Is The Market Concentration Of Chinese Children's Clothing So Low?

The quality of Chinese goods is iterative and consumer confidence is rising. In 2018, the rise of milk powder, diapers or other products is very obvious.

Data show that the new generation of mothers no longer blindly pursue some big foreign brands. They pay more attention to price performance and pay attention to some products with better quality, not just focusing on big brands.

Although the domestic brand of children's clothing has been rising for nearly two years, the market share and market concentration of domestic brands are still low from the data point of view.

If we want to further occupy the market share of domestic children's clothing, we must understand what the real lack of the brand is.

In fact, the right to purchase decisions is in the hands of parents. Nowadays, the consumption group is mainly concentrated after 90 and 95. These young parents have high overall aesthetic, functional, quality details and safety requirements.

In the design style, their aesthetics also affect the decision-making of children's wear brand designers. At present, Chinese children's wear brands do not have their own characteristics, so they can't form their own brand characteristics by copying each other seriously.

The design of children's wear in China is late, and it is badly in need of fashion designers. However, many graduates of professional designers or clothing colleges do not want to go to the two or three tier cities. However, many children's clothing manufacturers are mainly concentrated in these cities.

Although China has more mature clothing production in Guangzhou and Fujian, the market structure of children's wear can be changed by the flourishing market.

At present, there are not many influential brands in children's wear market. Some fast fashion brands and sports brands extend children's clothing, but they do not deliberately sell, such as H&M and UNIQLO, and there is not much publicity in marketing.

Sometimes with mature adult wear display can be immature children's clothing brand drainage, but relatively easy to let consumers ignore fast fashion brands have children's clothing products.

China is not lack of good children's clothing brand, but lack of children's clothing brand to identify their own market.

Although children's clothing is non-standard products, it also has certain auditing standards in pH value and coloring degree. Many children's clothing quality problems are frequent.

Now many brands are tightening up in the high-end market, clothing prices and quality are constantly improving, but the quality control can not be perfect.

At the same time, factory rents and workers' wages are soaring to the cost of children's clothing, resulting in a direct proportion of quality to price.

Children's clothing and milk powder, diapers and other industries are different, children's wear industry is very scattered, who is the industry leader has not yet set.

Although Barbara is currently only one player with a volume of over 5 billion, it only accounts for 4% of the market share. The other players are basically 1%, so the future pattern of children's wear will change again.