According to the Research Report on market prospects and investment consulting of children's wear industry in China from 2017 to 2022, the market size of children's wear is expected to reach 166 billion yuan in 2018. The market of children's wear is huge, which has led to the rapid development of children's wear market.
However, the reporter visited the major stores in Beijing found that with the improvement of consumption level, more and more mothers pay more attention to qualityconsumption. Many consumers told reporters that their peers in the choice of children's wear, more concerned about safety and comfort, product quality is the first, followed by style and personalizedneeds.
Enterprise layout children's wear
Different from the adult garment market gradually saturated, many children's wear enterprises developed better, but also attracted the distribution of the clothing industry in this area.
According to Annel's first-half performance report for the year 2018, the company achieved a revenue of 568 million yuan in the first half of 2018, an increase of 17.48% compared with the same period last year; net profit rose 24.62% to 55.399 million yuan. The group said its online business has maintained rapid growth during the period. According to the 2017 annual earnings report, the 2017 annual sales volume was 729 million yuan. At the same time, Anel also Taobao, Tianmao, Weiquan Hui and other well-known domestic e-commerce platforms to establish online sales channels, sales of 302 million yuan. "We will grasp the development opportunities of China's infant industry, reform the management model in the next 1-2 years, at the same time expand and optimize the product line, speed up the adjustment of the distribution of direct-line channels, continue to vigorouslypromote the rapid development of e-commerce channels, explore a new win-win model of franchise channels." He said.
At the same time, the children's clothing business Golden Rabbi issued a six-month performance report for 2018, the company's operating income in the six months of 2018 was 197 million yuan, an increase of 11.99%; net profit of 35.3194 million yuan, an increase of 15.57%.
JEANS
The huge market "temptation" made many sportswear involved. In August 2017, Anta Kitty launched a new partnership with Hello Kitty, Anta Kitty's children's wear brand, breaking the boy-dominated strategy, entering the huge potentialof the girl market to fight again. By 2018, Anta's independent children's wear shop had increased to more than 2000. Lining launched Lining YOUNG, also aims to find a new growth point of children's wear market. It is reported that Lining will open more than 500 children's clothing stores this year, and more than 60% shops are distributed in two or three line cities.
For the 31st degree, children's clothing is an integral part of their performance. It is understood that 361 brand children's clothing has reached double-digit growth, since the first quarter of 2015, 13 consecutive quarters of improvement, children's clothing business is now 361 independent operation business. "Children's wear after the opportunity is very big, should maintain a long-term double-digit growth, but also to help the group to become a stronger and bigger plate," said Mr. Ting Wu, 361 degree president.
Of course, not only sports brands, casual clothes have been involved in children's clothing market competition. On the evening of August 7th, Semir released its 2018 semi annual report, which accounted for 51.86% of the total revenue. And Barbara is also the industry leader in the domestic children's clothing brand.
In addition to Senma, MO&CO and Taiping Bird, which participated earlier, launched littleMO&Co and Mini Peace, Jiangnan cloth children's wear series. The participation of many enterprises makes the competition of children's wear industry increasing.
Middle and high-end market vacancy
Although the scale of children's clothing is still expanding, the production and development of enterprises is not unimpeded. Cheng Weixiong, an expert on textile and clothing management and general manager of Shanghai Liangqi Brand Management Co., Ltd, told China Business Daily that the expansion of the current market scale has slowed down, the "blue sea" of the low-end market has been transformed into "red sea", and the convertible profits have been reduced. The implementation of multi brand operation inevitably brings about the phenomenonof resource overlap and waste.
According to reporters, China's children's wear market is in a state of polarization: on the one hand, some high-end brand clothing materials, but the market price is generally too high; on the other hand, 60% of the children's wear sales in China are concentrated in the wholesale market, is a low-grade product, in addition to the style is too old-fashioned, comfort, quality is difficult to guarantee.
Even in the high-end market, in order to achieve better development, quality problems are also the focus that enterprises must pay attention to. Start-up shares of children's wear enterprises landed on the Shanghai Stock Exchange in August 2017, but in terms of product quality, 2014-2017, start-up shares of products in the three years seven times were found to be unqualified. Among them, the subsidiarycompany of Fujian has four unqualified product spot checks. Before the fight started, it was on the quality blacklist, which undoubtedly gave warning to other children's clothing brands.
The gap in the middle and high-end market is the field that children's clothing enterprises should focus on. Cheng Weixiong believes that with the improvement of the quality of life, young parents for children's wear requirements to enhance, the future development of children's wear industry, will gradually become brand, personalized, functional development. At present, the domestic high-end brands are mostly occupiedby foreign children's clothing brands, while the domestic brands have less market space. Cheng Weixiong believes that the upper part of Pyramid's children's clothing is the future competition for children's clothing brands in China.
单词小课堂：
consumption：[kənˈsʌmpʃn]
消费;肺病;耗尽;[医学]消耗性疾病
personalized： [ˈpəːs(ə)n(ə)lʌɪzd]
个性化的
vigorously：['vɪɡərəslɪ]
大力;精神旺盛地，活泼地;蓬蓬勃勃;猛力
potential： [pəˈtenʃl]
潜在的，有可能的;[语法学]可能语气的，表示可能性的;有能力的
unimpeded：[ˌʌnɪmˈpi:dɪd]
畅通;畅;无障碍的，无阻挡的
phenomenon：[fəˈnɒmɪnən]
现象，事件;奇迹;非凡的人
subsidiary：[səbˈsɪdiəri]
附带的，附属的，次要的;助的，帮助的;补足的
occupied： [ˈɒkjupaɪd]
已占用的，在使用的，无空闲的
据中商产业研究院《2017-2022年中国童装行业市场前景及投资咨询研究报告》数据显示，2018年童装市场规模有望达到1660亿元。童装市场规模巨大，带动了童装市场的快速发展。
然而，记者走访北京各大卖场发现，随着消费水平的提高，越来越多的妈妈更注重品质消费。不少消费者向记者表示，身边同龄人在选择童装时，较为关注安全舒适，产品质量是首位，其次才是款式及个性化需求。
企业布局童装
与成人服装市场逐渐饱和不同的是，不少童装企业发展较好，也引得各服装细分行业布局此领域。
据“A股童装第一股”安奈儿发布的2018年上半年业绩快报显示，公司2018年上半年实现营业收入5.68亿元，同比增长17.48%;净利润同比大涨24.62%至5539.96万元。集团表示，期内其线上业务保持高速增长。据此前安奈儿2017年全年财报显示，2017全年线下销售额为7.29亿元。同时，安奈儿还在淘宝、天猫、唯品会等国内知名电子商务平台建立了线上销售渠道，销售额为3.02亿元。“我们将把握我国婴童产业的发展机遇，在未来1-2年内，在管理模式上进行改革，同时对产品线进行适当的扩张与优化，加快线下直营渠道布局的调整，继续大力推进电商渠道的快速发展，探讨加盟渠道新的共赢模式。”安奈儿表示。
与此同时，童装企业金发拉比发布2018年半年度业绩快报，公司2018年半年度实现营业收入1.97亿元，同比增长11.99%;实现净利润3531.94万元，同比增长15.57%。
巨大的市场“诱惑”使得多家运动服饰参与其中。2017年8月，安踏旗下童装品牌安踏儿童发布了与HelloKitty的全新合作款，安踏童装打破男童为主的策略，入局潜力巨大的女童市场再次作战。到2018年，安踏独立的童装门店增长到2000余家。李宁推出李宁YOUNG，也旨在寻求童装市场新的增长点。据悉，李宁将于今年新开童装店500余家，超过六成店铺分布在二三线城市。
而对于361度来说，童装成其业绩不可分割的一部分。据了解，361度品牌童装货达到双位数增长，自2015年一季度以来连续13个季度改善，童装业务目前是361度独立运营业务。“童装以后机会非常大，应该会保持长期双数增长，也是帮助集团做强做大的一个板块，”361度总裁丁伍号表示。
当然不止是运动品牌，休闲服饰纷纷参与童装市场的竞争。8月7日晚，森马发布2018年半年报，其童装业务占总营收的51.86%。而旗下巴拉巴拉亦是国内童装品牌中的行业老大。
除森马之外，早前参与其中的MO&CO和太平鸟分别推出了littleMO&Co和MiniPeace，江南布衣童装系列。多家企业参与使得童装行业的竞争不断加大。
中高端市场空位大
尽管童装规模还在扩大，企业在生产发展上却不是畅通无阻。纺织服装管理专家、上海良栖品牌管理有限公司总经理程伟雄在接受中国商报记者采访时指出，当前市场规模的扩大已经在放缓，中低端市场的“蓝海”已转变为“红海”，可转化的利润已在缩减。企业实行多品牌运营，难免出现资源重叠及浪费的现象。
据记者了解，目前中国童装市场却处于两极分化状态：一方面，一些高档品牌服饰材质考究，但市场价位普遍过高;另一方面，我国童装销售的60%还集中在批发市场，属低档产品，除款式过于老气外，舒适度、质量也难以保证。
即使是高端市场，想取得更好的发展，质量问题也是企业必须要关注的重点。童装企业起步股份虽在2017年8月登陆上交所，但在产品质量方面，2014-2017年，起步股份的产品在这三年中七次被检查出不合格的情况。其中，子公司福建起步存在四次产品抽查不合格记录。还没开始厮杀，它就上了质量黑榜，这无疑也给其它童装品牌产生了警示作用。
中高端市场的空缺才是童装企业应着重发力的领域。程伟雄认为，随着生活质量的提高，年轻父母对于童装的要求提升，以后的童装业发展，将步趋品牌化、个性化、功能化发展。当前国内中高端多被国外童装品牌占据，而国内品牌的市场空间较小。程伟雄认为，童装这座金字塔的上层部分才是未来国内童装品牌的竞争地。