Children's clothing industry insights and trend analysis
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Nowadays, in various maternal and infant forums,How to choose children's clothing for children is becomingPost-80s and 90sA hot topic for moms and dads.As an important component of the cost of raising a baby, the children's clothing industry has developed rapidly in recent years and has become one of the important engines for the growth of the clothing industry, and the proportion of sales has increased year by year.
Produced by Zhiyi TechnologyChildren's Wear Industry Insights and Trend AnalysisBased on market sales data and Internet trends, it provides a design reference for children's clothing brands to plan children's clothing in the new season.
Table of Contents of Reports
01. Insight into the future trend of children's clothing
02.Analysis of public opinion on children's clothing - Little Red Book
03.The overall review of the children's clothing Amoy market
04. Analysis of key categories of children's clothing - pants
05.Children's Clothing Brand Case Study – Balabala
*Note: This article is excerpted from the two modules of "Overall Review of the Tao Market" and "Analysis of Key Categories - Pants" in the report "Children's Clothing Industry Insights and Trend Analysis".Scan the QR code to add the customer service WeChat account to get the full report for free.
Children's Wear Market "Annual Sales Trend"
By comparing the sales of the children's clothing market in 2021 horizontally and vertically, we found that:
1) In 2021, the sales volume of children's clothing will reach 625 million pieces, with sales of 44.163 billion yuan, the average price of a single product will be 71 yuan, and a total of 1.689 million new products will be launched throughout the year.
2) Detailed to monthly data, 2021The market sales in January, October, November and December were better，The monthly sales are more than 4 billion yuan,November sales moreWith the blessing of the Double 11 promotionMore than 8 billion yuan.
3）Compared to 2020, the market sales in 2021 were poor.In 2021, sales volume decreased by 24.68% year-on-year, and sales decreased by 12.08% year-on-year. detailed to monthly data,In 2021, only January and February saw a year-on-year increase in sales。
4) It is worth noting thatIn 2021, the unit price of children's clothing increased by 19.66% year-on-year。
Analysis of the "quarterly trend" of the children's wear market
From the inventory of sales data in each quarter of 2021, Zhiyi Technology noticed the following trends in the children's clothing market in 2021:
1) Compared to other quarters in 2021,Q4Children's clothing has the highest sales volume and sales, the sales volume was 193 million pieces, and the sales volume was as high as 17.1 billion yuan. In contrast,The third quarter was the worst in the market。
2）The prices of children's clothing have increased significantly compared with the same period of the previous year, the year-on-year growth rate in each quarter exceeded 10%, of whichUnit prices increased by 25% year-on-year in the first quarter。
Children's Wear Category "Overall Sales"
Vertical analysis of the sales data of various sub-categories in the children's clothing Tao market in 2021 shows that:
1) In 2021The category with the highest sales of children's clothing is pants，19.3%, followed by T-shirts, accounting for 12%; The category with the highest sales is also pants, accounting for 17.5%,There is a big gap with the second-ranked down jacket.
2) Judging from the new data,Trousers are still the most popular, followed by suits and t-shirts. It can be said thatPants are the most popular category of children's clothing in 2021。
Analysis of "key categories" of children's clothing
Combined with the market data of the Tao system in 2021, Zhiyi Technology conducted an in-depth analysis of the key categories of children's clothing:
1) Among the key categories of children's clothing in 2021,The only categories with year-on-year sales growth were down and mackerel, down jackets, and clothingAmong them, down mascuels have the fastest growth rate, with a growth rate of about 11%.
2) The main categories that fell more were: tweed coats, jackets, underwear sets, etc., all of which decreased by more than 20% year-on-year.Other than thatAlthough pants have the largest market share, butSales also declined significantly year-on-year。
The basic situation of the "Top 10 Brands" of children's clothing in 2021
Focusing on the sales data of the top 10 brands in the children's clothing market in 2021, Zhiyi Technology found:
1) Among the TOP10 brands in 2021,DAVE & BELLA、MINI PEACE、MINI BALABALAof the audience is children,(According to age, children can be broadly divided into infants, children, middle children and adults)moreoverMINI PEACE AND MINI BALALA'S SALES INCREASED BY ABOUT 9.3% YEAR-ON-YEAR.
2) to「Zuo Xi" as the representative of the national tide children's clothing brand is rising，Salescompared to last yearYear-on-year increase of 10.31%, the company is based on Japanese and Korean, cool style children's clothing, and its design concept is: Run for future.
childInstall "key brand" analysis
Combined with the market data of the Tao system in 2021, Zhiyi Technology analyzed the key brands of children's clothing:
1) Among the key brands of children's clothing in 2021,SalesTHE ONLY ONES THAT SAW YEAR-ON-YEAR GROWTH WERE THE LEFT AND MINI BALABALA, the year-on-year growth rate is between 9% and 11%, and other key brands have declined year-on-year.「Antarctica's sales fell by 36.6% year-on-year。
2) From the point of view of sales,「Balabala's data performance is eye-catching, with sales exceeding 3.64 billion yuan in 2021。 In terms of the unit price of goods, the pricing of Anta, Balabala and MINI BALABALA is relatively high, with an average price of more than 120 yuan, while the unit price of "Antarctic Man" and "Tongtai" is relatively low.
Changes in the "price band trend" of children's clothing
Observe the 2020-2021 Amoy marketChildren's clothingThe price distribution, Zhiyi Technology has noticed the following rules:
1) The past two years(2020-2021)The unit price of children's clothing in the fourth quarter was higher than that of other quarters, and the average price of children's clothing in the second quarter was lower.
2) Year-on-year in 2020, children's clothing market in 2021The market share of the low-price segment (0-50 yuan) has decreased, the market share of 50-100 yuan is relatively stable, andThe market share of the middle and high price segments (100-200 yuan, 200-300 yuan, 300-400 yuan) has increased。 thereforeIn 2021, the price segment of the children's clothing Amoy market will move up as a whole。
childProportion of "color sales".
Observing the color data of the children's clothing Tao market from 2020 to 2021, Zhiyi Technology found that:
1) In the basic color system of black, white and gray,The proportion of black color is far higher than that of white and gray, accounting for 26.7%, ranked first.
2）The key colors of children's clothing in 2021 are blue, pink, red, small and green。 The picture above shows the color group of the brand represented by "Balabala".
Analysis of "sales trends" in the children's pants market
Based on the pants category with the highest sales proportion in children's clothing, Zhiyi Technology has taken stock of the sales of children's clothing pants in the Tao market in 2021:
1) In 2021, the sales volume of Tao children's clothing pants will be 7.722 billion yuan, and the sales volume will be 120 million pieces. Looking at the monthly data,Sales in July were the lowest of the yearand then gradually rise.
2) The sales of children's pants reached a full-year peak in November, with sales of 1.36 billion yuan, but the sales volume decreased from November 2020. Throughout the year,onlyFrom January to March, sales of children's clothing pants increased year-on-year, all of which declined in the rest of the months.
Analysis of children's pants "subdivided styles".
In-depth insight into the style data of the children's pants Tao market in 2021, Zhiyi Technology found:
1) Children's pants in 2021The top five styles in terms of market share are: ordinary casual pants, sweatpants, jeans, leggings, and fleece pants。2）Ordinary casual pants ranked first with 37.71% of sales，farthe second-highest number of sweatpants; Both jeans and leggings account for more than 10% of the market. The style group goods are shown in the picture above.
Changes in the "price band trend" of children's pants
A longitudinal comparison of the price data of the children's clothing pants Tao market from 2020 to 2021 can be noted:
1) The past two years(2020-2021)The unit price of children's clothing pants in the fourth quarter was higher than that in other quarters, and the average price of goods in the second quarter was lower.
2) Year-on-year 2020 quarters, 2021 children's pantsThe market share of the 0-50 yuan price segment has decreased significantly，The market share of the 50-100 yuan price range has risen.The market share of the middle and high price segments (100-200 yuan, 200-300 yuan, 300-400 yuan) remained basically stable.
The proportion of "color sales" of children's clothing pants
Judging from the proportion of color sales of children's pants in the Tao market in 2021:
1) In 2021, the color of children's pants will account for the highest proportion of black color, accounting for 26.26% of the market, far exceeding the gray color system that ranks second.
2) In addition to the three basic colors of black, white and gray,The key colors of children's pants are: blue, khaki, navy, pink, and green。 The color set is shown in the picture above.
Sales analysis of children's trousers by gender
Based on the data of different applicable genders in the children's clothing pants Tao market in 2021, Zhiyi Technology found:
1) During 2021,More girls' pants are sold than boys' pants, accounting for 39.72% and 34.98% respectively, while the sales situation is just the opposite.The sales share of boys' pants is higher than that of girls' pants。
2) The reason for this can be found to be the difference in commodity pricing.The average price of boys' pants was 71.9 yuan, and the average price of girls' pants was 59.8 yuan。
That's it for this time《Children's clothing industry insights and trend analysis》All public content, aboutInsight into the future trend of children's clothing, public opinion analysis of Xiaohongshu, brand case studyand other heavier and more complete exclusive analysis reports,Scan the QR code at the end of the articleJust add your WeChat personal accountgratisReceive~
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