Children's wear industry competition is fierce

In the context of increasing cost of living, the "children card" has become a new weapon for these merchants to absorb gold. In the eyes of people in the industry, children's products not only have high profits, they can also stimulate the family's consumption. However, some merchants are trying to fish in trouble in this “blue sea”, adding uncertainties to the development of the industry.

The fierce competition in children's consumption in the news field has become a new battleground for major business in Beijing. The reporter recently visited Jinyuan New Lufthansa Mall, Tiantongyuan Longde Square, Dazhong Temple Zhongkun Plaza, Shoudai Grand Canyon Shopping Center, Dahongmen Yintai Shopping Center and other shopping malls and found that the current clothing, education, and services related to children's consumption have already Occupy a considerable proportion. Moreover, many shopping malls are still adjusting to the children's business.

The reporter saw on the 3rd floor of Grand Canyon Shopping Center on the first floor at the weekend. The “four-wheel drive track” that was just opened last Saturday has brought together many small customers. The tenants of the mall revealed that this year, the Grand Canyon of the first place has undergone a large-scale adjustment of the format. The newly-entered merchants are almost entirely children's businesses except for catering companies such as Green Sushi and Huanhuaxi.

Another large community shopping mall in Nancheng, Dahongmen Yintai Shopping Center, is also betting the children's consumer market after opening. The reporter saw in the mall that the mall had 18 children's clothing brands, which accounted for more than 60% of the total number of malls on the 4th floor of the mall.

Longde Plaza, located in Tiantongyuan, North Beijing, is also a mall with a relatively concentrated concentration of children. The reporter saw that the mall’s business for children's products is mainly concentrated in four floors. Of the 30 brands on this level, 24 are directly related to children's consumption.

The 2nd floor of Block C, Zhongkun Square, Dazhong Temple also houses more than a dozen businesses specializing in children's consumption such as early education, photography, entertainment, and children's products.

Compared with the above shopping malls, Jinyuan’s new Lufthansa Mall children are even larger. Among them, there are nearly 90 children's brands on the 4th floor of the mall, covering clothing, toys, furniture and other products.

The high profit children's clothing price was super-advanced. In order to introduce the international Philosophy Early Learning Center, an internationally renowned early childhood education institution, Grand Canyon Shopping Center in the first place retired two clothing brands at the beginning of the year. Although it took a lot of work, it proved to be worthwhile. At present, there are more than 100 members in the “Amore International Early Learning Center”, with a per capita consumption of approximately RMB 15,000 per year. This means that both sales and renting capacity are far higher than the previous clothing stores.

In fact, compared with the "high-end" of early childhood education institutions, children's wear is not inferior to the adult version of the reduced version. The reporter saw at Dahongmen Yintai Shopping Center that Bala-Bala, Lai Ying Fang, paw in paw, ohoo, Parkland, Xiao Xiao Shu and John are all positioning high-end and mid-to-high end. Take the dress as an example. The price of these brands is usually 400-500 yuan. about. The price of the dresses for the children's wear brand "Little Lady and John" of the ladies house is 799 yuan; the price of the short-sleeved children's wear shirts for children's clothing brands "paw in paw" under the clothes is 498 yuan.

In fact, this price is not only equal to the price of the same brand adult equipment, but even higher than that of many fast fashion brands.

According to an industry source, compared with adult wear, the profit rate of children's wear can be double that of the former. In an environment where adult players rely on discounted sales, the children's wear market has become a profitable area for businesses.

The role of a large family consumption survey data shows that at present, there are about 250 million children under the age of 14 in the country, about 90 million children in urban areas, and children's consumption accounts for about 25% of the total household income, and increase at a rate of more than 9% per year. . If the annual income of each family is calculated at 100,000 yuan, the annual expenditure on children's consumption exceeds 25,000 yuan, which is only the direct consumption of children. The industry believes that for businesses, the biggest feature of children's consumption is "one person to lead the whole family."

Fuyue Hong, general manager of Golden Resources New Lufthansa Mall, said that children cannot come to the mall alone, so they will be accompanied by their parents or other seniors. When it develops the habit of often coming to the store, the mall will get the family's joint consumption.

The staff of the Disney English Training Center at U-Tang Life Plaza said that the institution’s one-hour class requires that parents of children over 4 years old do not need to be accompanied by their parents. Some parents said that during the children's study, they usually go to the Maple supermarket opposite the mall to purchase, or to the downstairs coffee shops and shopping malls.

At present, almost all shopping malls in Beijing have matching supermarkets. In a random interview with reporters, 60% of parents indicated that they would go to supermarkets during their children's classes.

While waiting for classes, many parents will bring their children to eat in the mall. The reporter saw in the Grand Canyon shopping center on the first floor on Thursday. On the working day, Chinese fast food and Hegu were almost full. Among them, 2/3 of the seats are parents with their children.

In fact, Beijing has already achieved profitability through children's consumption. At the beginning of the opening of the business, Jinyuan New Yansha mall was once dissatisfied with the land and even the merchants collectively resisted rent. After investigating and analyzing the surrounding communities, the team finally determined the method of using children's consumption as a breakthrough to attract stable passenger flow. It is thanks to this model that the mall quickly survived the "labor pain" period and realized profitability.

The market is well-known brand scarcity. When the reporter visited the Dahongmen Yintai Shopping Center, he saw that three kinds of children's shoes brands - Disney, Barbie and Miffy - were all represented by Belle. It is reported that Belle's children's shoes in the high-end brand best plans will soon be on the shelves. From the merchant's point of view, the children's market is "Blue Ocean", but there are still many problems in the development process.

However, there are also many unknown brands in the water. In the opinion of a large clothing brand owner, children's clothing profits are considerable, but the market is relatively dispersed. While fast-fashion brands such as h&m and gap are making children's wear, domestic children's wear brands have few big names, and they are still developing “spray troops”.

According to a reporter from Jinyuan New Lufthansa Mall, a children's hairdressing shop named “Watermelon Head” usually has a haircut of RMB 180/time, and the shop also provides children with a gentle, non-invasive hair coloring at a price of RMB 880. Not to mention that hair dyeing is harmful to children, and its price is higher than similar adult consumption. In fact, the brand's price is not low compared with some big hairdressing brands.

This is not only the chaos. A sales manager for a large early childhood education institution said that the early education market is also a mixed bag. At present, the market price of early childhood education is not transparent, and there is no uniform price system, which makes consumers' rights and interests vulnerable to abuse.