Shenzhen Anaier Co., Ltd. (hereinafter referred to as "An Naier") has the aura of "the first share of A-share children's wear", which is in the capital market. As of June 12, 2017, the market value reached 4.774 billion yuan. The high-end children's wear brand high-profile externally said: "An Naier brand positioning first- and second-tier cities, another children's wear brand Barabara early positioning of the third- and fourth-tier cities, the market overlap between the two sides is low, and now Barabala is expanding to first- and second-tier cities, An Nai brand It is also sinking into third- and fourth-tier cities, and there has been a competition between the two brands."
Mr. Liao Zhigang, the financial director and board secretary of Anna, who made such a statement, revealed at an internal communication meeting held by the company recently that with the advancement to the national market, Annai is inevitably associated with minipeacebird, gxg children's wear, Anta children's wear, and Fila. Children's wear, AdidasKids, NikeKids and other excellent brands compete, from this point of view, the future industry concentration will increase.
In Liao Zhigang's view, the early domestic consumers' pursuit of children's wear brands is not high, and the clothing in street shops and wholesale markets is the mainstream of consumption. After 80/90, it has become a new generation of parents. They have high requirements for brand, quality and safety. They are very concerned about children. They pay attention to brand and quality in terms of children's wear demand. On the other hand, the industry continues to develop. Competition, survival and survival of the fittest will also lead to the concentration of the industry.
According to reports, Annai products are positioned in the high-end children's wear market. In the past, the design style was relatively simple, but now it will continue to maintain more original fashion elements under the original healthy and comfortable quality.
According to Euromonitor, the size of China's children's wear market in 2016 was about 145 billion yuan, an increase of 6.5%, faster than the 5.1% growth rate of the overall apparel market; the composite growth rate of the children's wear industry in 2016-2021 is expected to be about 6.3%, faster than the overall apparel market 4.6. % compound growth rate.
Xueyuan, an analyst at CITIC Securities, said that in the past ten years, the children's wear brand of adult brand clothing companies has gradually increased from scratch and market share, and has increasingly become an important participant in the children's wear industry. Among the top 29 children's wear brands announced by Euromonitor, the market share of children's wear for sports and leisure apparel companies increased from 0.6% in 2007 to 5% in 2016. In 2016, among the top 29 children's wear brands, the professional children's wear brand market share was 12.7%, the sports children's wear brand market share was 3%, and the casual children's wear brand market share was 2%.
Judging from the professional children's wear brand, Xue Yuan believes that Barabara has always been in the leading position in the industry, ranking first in the market and increasing continuously (from 3.2% in 2011 to 5% in 2016). Barabara is a professional children's wear brand established by Senma Apparel Company in 2002. There are two main reasons for its success: First, the establishment time is earlier, the industry has accumulated profoundly; Second, it is to learn Senma's casual wear experience and high operational efficiency. And Ann's solid development, attaches great importance to product fabrics / workmanship, market share and brand influence steadily improved, always maintaining the industry's market share second (2016 and Adidas market share are 1%)
At present, there are still many participants who are actively entering the children's wear market. In the next few years, the industry competition will be more intense, so the short-term market share growth rate may be relatively slow. And in the long run. Compared with other clothing sub-sectors, children's wear has stricter requirements on the quality and functionality of products. This consumption characteristic determines that excellent children's wear enterprises are expected to achieve brand precipitation, obtain a continuous leading edge, and gradually increase the concentration of the industry.
Xue Yuan said that China's children's wear industry is at a stage of development, and the growth rate in the future will be higher than that of the overall apparel industry. In the long run, there is room for improvement in industry concentration; but in the short run, industry participants will continue to increase, competition will intensify, and concentration will increase relatively slowly. From the current point of view, the children's wear brand should practice internal strength, use hard products and efficient operation to precipitate the brand, and strive to maintain a steady increase in market share, to achieve not only short-term industry growth dividend, but also to enjoy long-term industry concentration. dividend.
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