After 2000, the number of newborns was basically maintained at 16.2 million. Due to the second-child policy, the neonatal population grew rapidly in a short period of time in 16 years, the growth rate slowed down in 17 years, and the fault fell in 18 years. It is predicted that the number of newborns in 19 years will be reduced to 10.17 million to 14.04 million, and competition in the children's wear market will intensify.
In recent years, the per capita disposable income of residents has continued to grow, the growth rate of per capita consumption expenditure has been slow, and there is still room for improvement in consumption levels. In addition, in terms of consumption structure, clothing consumption increased slightly from 1,238 yuan in 17 years to 1,253 yuan in 19 years, but its proportion decreased to health care, education, culture and entertainment, showing the characteristics of consumption upgrading and overall proportion change. Not big. It is speculated that the growth momentum of the children's wear industry is mainly for consumption upgrades, from product to service, and high-end clothing becomes an opportunity.
Opportunity point from the perspective of population structure
According to relevant statistics, there are currently more than 300 million children under the age of 16, including 171 million under 6 years old, and 170 million from 7 to 16 years old, accounting for a quarter of the national population.
Combined with the age structure of children aged 0-14, the gap between the Romwe Coupon Code number of male and female students in the past four years has gradually narrowed, and the proportion of girls has gradually increased. Considering the characteristics and quantity of girls' clothing purchases, this is likely to be a new focus. Girls’ clothing is not a small market share compared to boys’ children’s clothing, but in reality, the number of girls is lower than that of boys in recent years. However, according to the data chart, the proportion of males and females in the past two years is gradually narrowing, especially in 2019, the ratio of male to female is 0.21%. It can be reasonably speculated that the market demand for girls' products in the maternal and child market will increase in the future.
Look at opportunities from subcategories
What equipment is best sold in the children's clothing category? What equipment is the dark horse in the growth industry? What category has the smallest market share? What kind of category is least affected by the promotion activities? Understand these, you probably know how your children's clothing store should be purchased. . What kind of category is popular? What kind of matching ratio is the least?
Children's trousers are well-deserved "head cards" in terms of all aspects of data. According to the magic mirror market intelligence data: In November 2018, Tmall and Taobao platform totaled more than 29 million pieces of children's trousers, with sales of 1.81 billion yuan.
From the distribution of secondary categories, pants and jackets account for a large proportion, and the market share of tube tops and children's swimwear is the smallest. Pants are the largest share of single items, children's trousers are just needed, and the frequency of replacement of trousers is fast, which is considered as a fast-moving item in fast-moving consumer goods, so when running a children's clothing store, pants should be the largest proportion, followed by jackets and suits. .
Sweaters, sweaters and children's homewear performed best in terms of growth in secondary categories and total sales. Sweater/fleece growth is at the forefront, and young parents nowadays pay more attention to fashion while paying attention to quality. Therefore, the trend of the sweater gradually attracted the attention of a large number of fashion parents.
From the perspective of the impact of activities, the above data is the sales of each sub-category in November 2018. The second-ranked down apparel/down liner sales in the data chart is so high that it is affected by the double eleven activities. Therefore, from the perspective of activities, down apparel is a category that is greatly affected, and children's costumes/uniforms are almost unaffected. Down apparel is only such a high sales volume in November, it is a "seasonal" relatively strong category, so it is not recommended that the merchants hoard too much down apparel.
The low concentration of the children's wear market is well known to the industry. But because of the extremely low market concentration, there will be more opportunities in the children's wear market. At present, there are more than 4,000 children's wear brands, and even more, the top 31 brands in sales account for 80% of the market. The overall brand monopoly of the market is not high, but the Barabara brand is clearly well-known in the market and has a certain brand effect. The leader is naturally beyond the reach, but there is still hope for being a leader among thousands of small brands.
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