Children's clothing
Children's clothing, abbreviated as children's clothing, refers to clothing suitable for children to wear. Classified by age group, it includes baby clothing, children's clothing, children's clothing, middle school children's clothing, adult children's clothing, etc. This also includes campus clothing for primary and secondary schools. According to the type of clothing, it can be divided into: jumpsuits, jackets, pants, hoodies, sets, T-shirts, shoes, etc.
The material requirements for children's clothing are higher than those for adults, which should be both beautiful and comfortable to wear. The key is to ensure the quality of children's clothing and not harm children's health.
market
According to the relevant statistical data from the National Bureau of Statistics in 2011, there were 222 million children and adolescents aged 0-14 in China. Based on the per capita consumption situation in China and relevant survey data, it is predicted that the consumption scale of children's clothing in China has reached 150 billion yuan. At the same time, considering the birth rate of 11.93 ‰ in 2011, which is at a high level, it means that the size of China's children's clothing market will continue to expand, and the development situation is optimistic. As an important component of the children's clothing market, high-end children's clothing is mainly consumed by mid to high income families. Considering the reality, the scale of China's high-end children's clothing market has exceeded 30 billion yuan, and the prospects are very promising.
enterprise
The high-end children's clothing industry in China is mainly dominated by small and medium-sized enterprises. In 2012, the proportion of small and medium-sized enterprises in China's high-end children's clothing industry to high-end children's clothing enterprises above designated size exceeded 99%; In terms of asset size, small and medium-sized enterprises account for 75% of the total asset size; From the perspective of sales revenue proportion, the sales revenue proportion of small and medium-sized enterprises is 86.08%, which means that the proportion of enterprises is much higher than the proportion of assets and sales.
From the perspective of the regions where the enterprises are located, the high-end children's clothing industry in China is mainly distributed in Jiangsu Province, Guangdong Province, Zhejiang Province, and Shandong Province. In 2011, the sales revenue, total assets, and sales profit of the high-end children's clothing industry in Jiangsu Province accounted for 20.5%, 20.9%, and 19.8%, respectively; The sales revenue, total assets, and sales profit of the high-end children's clothing industry in Guangdong Province account for 19.5%, 16.1%, and 18.9%, respectively; The sales revenue, total assets, and sales profit of the high-end children's clothing industry in Zhejiang Province account for 11.0%, 16.1%, and 13.1%, respectively. The sum of the main economic indicators of the high-end children's clothing industry in Jiangsu Province, Guangdong Province, and Zhejiang Province is around 50%, maintaining a relatively high level.
Industry analysis
The children's clothing industry in China has entered a period of rapid development, and industry competition will become increasingly fierce with the continuous entry of enterprises. In fact, the high-end children's clothing industry in China is mainly dominated by small and medium-sized enterprises. In 2011, the proportion of small and medium-sized enterprises to high-end children's clothing enterprises above designated size exceeded 99%; In terms of asset size, small and medium-sized enterprises account for 75% of the total asset size; In terms of the proportion of sales revenue, the sales revenue of small and medium-sized enterprises accounts for 86.08%. This means that the proportion of enterprises is much higher than the proportion of assets and sales.
From the perspective of the scale and operation of enterprises, the high-end children's clothing industry in China will be in a period of fierce competition for a long time in the future. Various enterprises are trying to get a piece of the cake from the children's clothing industry, even those without a background in the clothing manufacturing industry are doing the same. However, from a regional perspective, Jiangsu Province, Guangdong Province, and Zhejiang Province will continue to leverage their scale advantages in the high-end children's clothing industry, continue to lead other regions, and achieve maximum benefits.
Market situation
Children's clothing covers all attire of the 0-16 age group. According to age groups, it can be subdivided into baby clothing, children's clothing, children's clothing, children's clothing, children's clothing, youth clothing, etc. From the current business situation of the domestic children's clothing market, it can be seen that the development of baby clothing, children's clothing, children's clothing, and children's clothing in China has begun to take shape, with clear industrial levels and leading enterprises, and a relatively large number of brands.
According to research by the Statistical Information Center of the China Textile Industry Association and the National Bureau of Statistics of China, despite experiencing the financial crisis, the supply of children's clothing in China showed an upward trend from 2006 to 2010. In 2006, the supply reached 1.2 billion pieces, and as of 2010, the production reached 4.7 billion pieces. With the global economic recovery and domestic economic development, the sales growth rate of China's children's clothing market has also rapidly rebounded. In 2010, the sales volume of China's children's clothing market reached 2.5 billion pieces.
At present, there are over 300 million children aged 0-16 in China. Due to the significant development potential of the children's clothing market in the coming years, some domestic and foreign enterprises are generally optimistic about the development prospects of the children's clothing market and have begun to enter the children's clothing business. In the coming years, the consumption of children's clothing market will maintain an annual growth rate of over 12% and become one of the most growing consumer markets in China. However, due to the low technological content of China's children's clothing industry and the low threshold for enterprises to enter the market, their marketing models and product development are easily imitated. Many children's clothing enterprises, in order to expand market share, will plan different marketing strategies based on their business positioning to participate in high-end or mid-range market competition.
Fabric
The fabric and style requirements for children's clothing are more stringent than those for adults: the fabric and accessories are increasingly emphasizing natural and environmental protection. For children's skin and body characteristics, harmless fabrics such as pure cotton, polyester cotton, natural colored cotton, wool, and fur are often used; In terms of style, fashion is pursued, and popular elements such as sequins, embroidery, flared pants legs, and ruffled edges are all reflected in children's clothing design. Adulterization is reflected in the increase of solid and dark colored clothing, with styles following the trend of adult clothing, either fashionable and mature or simple and elegant, reflecting the "aristocratic style leisure". In addition, many garments are reduced versions of adult clothing, and if enlarged to adult size, young people in their twenties and thirties can completely wear them. The high-end trend is mainly reflected in the large market share of branded children's clothing, where well-known brands can be seen everywhere in various cities. Consumers are also paying more attention to brands when choosing children's clothing.
1、 Wool material
Advantages: Soft and elastic to the touch, soft and natural luster, comfortable and beautiful to wear, feeling high-end, good moisture absorption, not easy to conduct heat, good warmth retention, wrinkle resistance, especially after clothing processing and ironing, it has good pleat formation and clothing shape retention;
Disadvantages: Not resistant to alkali, shrinking, and prone to wrinkles;
Attention: The washing temperature should not be too high, avoid rubbing or twisting with force, and avoid direct sunlight exposure;
Ironing key points: Wet ironing method, ironing the fabric from the back to dry;
2、 Cotton fabric
Advantages: Strong moisture absorption, good dyeing performance, soft touch, comfortable to wear, simple appearance, not easy to be eaten by insects, sturdy and durable.
Disadvantages: high shrinkage rate, poor elasticity, easy wrinkling, poor shape retention of clothing, susceptibility to mold, slight fading, and lack of acid resistance.
Attention: During the storage, use, and storage of clothing and cotton fabrics, they should be moisture and mold resistant; Do not expose to sunlight for a long time. When drying, the inner layer should be flipped out. Do not soak it for a long time, do not wring it dry, prevent moisture, mold, and dry it in the shade.
Ironing points: Low and medium temperature ironing; When ironing at medium temperature, it is necessary to cover the clothes with a dry cloth to avoid aurora.
3、 All cotton silk
Advantages: Cotton fabrics treated with high concentration caustic soda (wool) have a smooth feel, bright colors, and a silky luster, making them comfortable to wear.
Disadvantage: There is slight fading phenomenon.
Attention: It is basically the same as cotton fabric.
Definition: Mercerizing is a traditional processing technique for cotton fabrics. It uses low-grade (high count) cotton fabric, which is treated with high concentration caustic soda to make it smooth and have a silk like luster. It is then treated with high-quality softeners to make it light, smooth, and comfortable to wear.
4、 Imitation leather
Fabric technology: The fabric is processed by compounding high-quality base fabric with high-end PU adhesive.
Advantages: The fabric has a leather like "flesh" feel, soft and smooth, elastic, with a soft luster and excellent heat resistance. It has good wind, rain, and water resistance functions (faux leather flocking has a strong sense of plush, reflecting the style of animal fur, rough and wild).
Maintenance and care:
one
Do not iron or machine wash.
two
Do not rub again, only gently rub for washing.
three
Do not dry or come into contact with sharp or hard objects.
four
Do not come into contact with open flames.
five
Do not apply adhesive properties.
six
Non foldable packaging, needs to be hung for collection.
seven
After washing, cool dry with the opposite side facing outward.
5、 Linen fabric
Advantages: Good water absorption performance and comfortable wearing.
Disadvantages: prone to wrinkles and fading.
Attention: Do not use a hard brush to wash, do not twist with force, and avoid exposure to the sun.
Ironing points: When ironing, it is necessary to sprinkle water evenly, and it can be ironed at medium temperature.
VI T/C fabric
Fabric technology: It is made by interweaving fine denier or ultra fine denier polyvinyl acetate fibers with high count combed cotton (40 count, 60 count, 80 count, etc.).
Advantages: The fabric has a firm and smooth texture, with bright colors. The body bone is elastic, has good moisture absorption and breathability, and a smooth surface with certain rainproof functions.
Washing and maintenance: The washing temperature should be below 30C, and the soaking time should not exceed 30 minutes. Do not bleach with chlorine, do not expose to sunlight, do not wring dry, do not rotate the cage to dry, suitable for shade drying, and also pay attention to moisture prevention.
Ironing points: Do not dry clean 110? C Low temperature steam ironing.
7、 Wool polyester fabric
Wool polyester fabric: refers to a fabric made of wool and polyester blended yarn, which is currently the most common type of blended wool fabric. The commonly used ratio of wool polyester blend is 45:55, which can maintain the advantages of wool while also leveraging the strengths of polyester;
Advantages: Wool and polyester blend, lightweight texture, good wrinkle recovery performance. Durable and wear-resistant, easy to wash and dry, stable in size, and long-lasting pleats;
Washing points: Soak in cold water for 15 minutes first, then wash with general synthetic detergent. The temperature of the washing solution should not exceed 45 degrees Celsius. For dirty areas on the collar and cuffs, gently brush them with a soft brush. After cleaning, twist them gently and let them dry in a cool and ventilated place. Do not expose them to sunlight or dry them to avoid wrinkles due to ripening;
8、 Silk fabric
Advantages: Smooth feel, glossy, comfortable to wear, elegant and luxurious;
Disadvantages: Poor wrinkle resistance, poor light resistance, cannot be exposed to prolonged sunlight, sensitive to alkaline reactions;
Ironing points: Iron the reverse side at low and medium temperatures, and sprinkle water evenly;
Children's clothing design
1. Shift method
The displacement method refers to the process of moving the position of a design prototype without making substantial changes to its composition. If the same pocket is transferred to a new position, the transfer method is both simple and effective in this regard. In order to flexibly use the displacement method, other design and modeling methods can be combined in practical design.
2. Legislative cutting method
In order to see the real design effect, the vertical cutting of components is not only made to a one-to-one size, but also made very finely. After completion, it is placed in the corresponding parts. Some local structural treatments are also unimaginable through painting, which are formed by random strain during the process of edge design and production. Some local structures with complex spatial transition relationships must be completed using this method. The design results obtained through physical method design or verification are very reliable, and there will be no significant contradictions in spatial state and production procedures.
3. Material change method
The method of changing materials refers to the formation of new designs by changing the materials of existing clothing components. Materials are one of the important factors that affect design style and effect. Sometimes, we may see the shapes or techniques of certain components in the design that are worth learning from. By simply converting materials, many innovative designs can be formed
Color design
Children are in different stages of growth, and their physiological and psychological characteristics are different. Therefore, the color design of children's clothing in different age groups will also have corresponding changes and requirements with age.
Babies have a long sleep time, weak adaptability to glasses, and clothing should not be too bright or stimulating. It is advisable to minimize the use of bright red as clothing material, and generally use light tones with moderate brightness and color, such as white, light red pink, light lemon, tender yellow, light blue, light green, etc., to highlight the innocent and cute nature of infants and young children. The colors of light blue, light green, and pink appear bright and brilliant, while white appears pure and clean. Clothing patterns should also be small and delicate, often using small floral or animal patterns such as light blue, pink, and milky yellow.
Whether children's clothing looks good and whether decoration is appropriate and in place depends first on the color combination. The color scheme for children's clothing should be bright or stain resistant.
Preschool children's clothing should adopt moderate brightness, bright and lively colors, which are in harmony with their lively and lively characteristics, as well as their love for singing, dancing, and gaming. The children's clothing adopts bright and lively contrasting colors, with three primary colors, giving people a clear, eye-catching, and relaxed feeling. By using color blocks for tiling and spacing, you can achieve a lively, cute, and colorful effect.
Children's clothing prices
High end children's clothing has been accepted by most urban residents, and the market share has increased. Polarization reflects the significant price difference, with more children's clothing priced around 30, 40 yuan, and above 200 yuan, but it is difficult to buy children's clothing with novel styles and high cost-effectiveness priced around 70 to 100 yuan. From the market perspective, almost all children's clothing counters do not have clothing that is truly suitable for children aged 13 to 16. At the children's clothing counters in various shopping malls, many salespeople bring out children's clothing that is no different in style, design, and color from children's clothing. The only difference is that it is larger in size. It is indeed quite comical for middle school students to wear it. Some adult clothing brands have also launched children's clothing to address the market gap. However, based on their styles and fabrics, most of them are reduced versions of adult clothing, and the prices are too high, making it difficult for people to accept. Middle grade children's clothing mainly stands out in the wholesale market of Zhili children's clothing, and it is understood that some prominent brands have also become well-known. The latest monitoring data of key large retail enterprise brands shows that high-end brands are still the focus of children's clothing sales in cities, especially in large retail enterprises. The advantage of leading brands in children's clothing sales is not very obvious, and there is not much difference between different brands. Foreign and joint venture brands have higher prices, but they still receive high demand in large department stores.
Development History
As a commercial activity, the children's clothing industry was a sign of the 20th century. For a long time in history, children's clothing resembled miniature adults. From portraits of the Renaissance or American colonies, it can be seen that children's clothing was the same as that of adults at the time, consisting of low necked clothes, skirt braces, and breeches.
In the late 19th century, children's clothing finally began to differentiate from adult clothing. They wore school uniforms, such as all little girls wearing yellow brown clothing - dark high button shoes, skirts that reached the calf length, and dark socks.
Make clothes larger to catch up with children's growth; The children's clothing is sewn very firmly, so that when it is small, it can be passed on to younger children. Many children's clothing is handmade or produced by a few manufacturers, which provide very limited clothing styles because they cannot develop anything. A single style of children's clothing seems to be a problem, and no child dares to oppose the clothes their parents allow them to wear.
Although some designers had specialized in researching high priced children's clothing in the early 20th century, it was not until after World War I that new styles of children's clothing began to be commercially produced and sold. The development of the children's clothing industry followed closely with the development of the women's clothing industry. When women had no time to make their own clothes, they also had no time to sew children's clothing.
Another reason for the development of the children's clothing industry is that manufacturers have discovered that the methods of producing clothing are more robust than those used for home sewing. The development of buttons, zippers, and more durable sewing methods all play a very important role.
After World War I, when manufacturers began to standardize the size of children's clothing, children's clothing took another big step forward. At first, the size of children's clothing was very simple, but with the emergence of many types and subdivisions, it developed into a fully classified size system.
A new market has emerged in China's children's clothing market: the online market. This is a manifestation of the significant role that e-commerce plays in traditional industries
In 2005 and 2006, the consumption of children's clothing in large shopping malls increased by 15.50% and 11.63% respectively compared to the previous year. 2006 was a year of profound significance in the development process of China's children's clothing industry - a year of accelerated industry transformation. In 2006, the number of children's clothing enterprises above designated size in China increased by at least 30% compared to 2005, and the average sales revenue of enterprises increased by 17.5% compared to 2005. The cumulative production of children's clothing in China from January to December 2006 was 29.15195 million pieces, an increase of 6.53% compared to the same period in 2005.
Chinese cities have about 300 million children of this age group. According to conservative estimates, the annual apparent and potential market demand for children's clothing in China is not less than 800 billion yuan. If we add some developed rural markets, this number will exceed 1 trillion yuan! Meanwhile, due to China's one-child policy, all clothing consumption is considered "one-time consumption" due to the lack of successors from younger siblings
Children's products are not as deeply influenced by popular fashion as children's clothing. There will be no backlog of products, nor will there be as fierce competition as children's clothing. For the Chinese market, both product positioning and market positioning are blank. However, unlike children's clothing, which has a seasonal or holiday peak season, there are newborns born all year round, but these are essential products for them.
Children's clothing e-commerce is undoubtedly a challenge to the physical children's clothing market: low prices, door-to-door delivery, no physical costs, quick handling of goods, convenient updates, and more attractive to investors have become incomparable advantages for physical stores. E-commerce product development can be achieved through two methods: 1. Self designed (self designed online sales). 2. Buyer type (purchasing and selling online). Among them, the buyer style is the main trend in China's children's clothing e-commerce. With the development of time, purchasing branded products will be increasingly recognized by consumers. In the future, independent design will gradually replace the current buyer style clothing e-commerce monopoly.
The current situation of children's clothing that cannot be ignored
According to relevant data analysis, children's clothing aged 3-12 accounts for over 80% of the total retail sales in the children's clothing market. It is expected that the market size will reach 108.5 billion yuan by 2013.
With the rapid development of the children's clothing market, there are also some situations that cannot be ignored in the children's clothing industry.