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Luxury Brand Children'S Clothing Profits Exceed 100%

2012/6/2 10:38:00 28

Children'S WearForeign BrandsSemir

What is the profit margin of children's clothing? An industry insider said, "the more famous children's clothing is, the greater the profit.

Some brands even have a profit margin of more than 100%.

So even if we hit 50 percent off, businesses will be profitable.

A suit of children over 1 years old sold for more than 2000 yuan. Dior's cotton sweater sells for over 3000 yuan. The winter suit sells for 7000 yuan to 8000 yuan, and a T-shirt costs 600 yuan. When the men's wear market is no longer growing, families see the last soup in the clothing plate -- children's clothing.

In the past, the occupants of the children's clothing market were "Mickey Mouse", "parkland", "Li Ying Fang", "Shui Er", "Ya Du", "Yi Xi", "Xiao Ban Na" and "ABC". According to the test results of the sales information of children's clothing of the major retail enterprises in China by the China Business Information Center, the market share of these brands is relatively high.

This pattern will be broken by more and more new adults.

The new brands include not only domestic brands, Jiangnan cloth and seven wolves, but also international brands Versace and GUCCI. Now, the area of their store 1/5 is just their growth space for the next 30%.

Obviously, these similar versions of the brand adult suit are not cheap at all.

The attitude of every family in this matter is concerned about the market scale of the 100 billion yuan children's clothing industry and the scale of 5 billion production in the next five years.

Inland products with love

In the industry view, when the category begins to subdivide, it shows that the competition of this category has begun to turn white hot. "If you can't occupy the 123 line brand in the children's clothing market from three to four, you are very dangerous."

Mr. Zhang, a manager of a children's clothing enterprise in Ningbo, said in an interview.

In 2009, the seven wolves who had had 19 years of history began to "break into" children's wear market.

When the seven wolf started its brand, its main target group was located at the age of 25 years old, ~40 years old.

"When these users grow up to be parents, their children are already loyal to the genes of their brand, and naturally they will form a continuous consumption."

A consulting firm's professional analysis said.

Since 2000, the children's wear industry has been in a period of rapid growth, but the pattern will become confusing.

According to the data provided by brand management, the top three of the children's clothing market in 2011 are Adidas, Nike and Barbara (expand location information).

Barbara (from Semir) achieved operating income of 756 million 933 thousand and 700 yuan in the first half of 2011, an increase of 57.48% over the previous year, higher than that of "Semir" casual wear.

As of 2011, there were about 3300 stores in Barbara's children's clothing.

This is why many adult brands are involved in children's wear market.

There are domestic brands such as Shanshan, Semir, Metersbonwe, good bird, seven wolves, Bosideng, Jiangnan Buyi, Lining, 361 degrees, Anta and so on. After that, there are all kinds of brands, many brands do not ask where they come from, so that the domestic children's clothing market seems to break the surface of calm.

"Clothing brand extends to children's clothing, has certain advantages.

Because the garment brand has mature brand operation ideas and market experience, at the same time, the mature garment brand also has advanced business mode and strong design power.

These participants can make the development of domestic children's wear brand more rational and mature, and at the same time, it will further promote the competition of children's wear market in China.

Mr. Zhang said.

At the same time, many people have seen the growth of children's clothing e-commerce in the future. JNBY has opened its own shop on Jingdong, and children's clothing has also been distributed in the same period.

A shirt 3000 yuan, a Burberry girl Trench leather coat price 7810 yuan, sky high price did not stop the enthusiasm of parents, more large brands also found this market.

Gucci, Stella

McCartney, Lanvin, Nike, Adidas, Baby Dior, D&Gbaby, Armani

Junior has entered the market of luxury children's clothing, and the sale of children's clothing by ZARA and H&M has gradually become better.

From the perspective of the development of foreign brands, the maturity of children's clothing market is also accompanied by the pace of big brands entering the children's wear market, which has become the fashion trend of fashion circles.

The famous brand Burberry is one of the first big brands to enter the children's wear market. Gucci, Dior and so on have their extended children's sub lines. The sports brand Adidas, Nike and so on also started the kids series very early.


Junior children's clothing this year is ushered in the 30th anniversary grand ceremony.

According to sources, in 10 years, there were more than 900 NIKE children's wear stores in China, with a total sales volume of more than 1 billion yuan.

Luxuries are no longer the exclusive of adults. The emergence of luxury brands of children's clothing has raised the threshold of children's clothing market and increased the share of adult brands.

"Even if there is no advantage in the sales volume, there are hundreds of thousands of clothes that are enough for you to buy ten ordinary brand clothes."

A salesperson from Gucci said.

All this is due to another baby boom.

According to the National Bureau of statistics, the number of children aged 0 to 16 in China is as high as 380 million.

The consumption of children's wear in China has been on the rise in recent years, and its growth rate has been maintained at an alarming rate, and the market is far from saturation, that is to say, the demand for children's wear will be greater than that in the adult clothing market.

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