The hit of "Where is Dad?" not only brought the cute baby, but also the dress brand of the cute baby was pulled out. There are both international big names and domestic brands. The difference is the price. The same reflects the fact that consumers are more concerned about the brand of children's wear, whether it is the international market or the domestic market.
At the same time, regardless of luxury giants LV, Gucci or international fast fashion brands H&M, Gap, Uniqlo, ZARA, or professional children's wear brand MQD (Majiadun children's wear), Maladin, Barabala, etc., all major brands are Step up the layout of the children's wear market. According to statistics, in 2017, the size of China's children's wear market will exceed 150 billion yuan, and 2017 is also called "the first year of the children's wear market."
Photo: Zara Kids
Consumption upgrade, a new generation of parents love brand children's wear
The outbreak and changes in the children's wear market originated from the rise of a new generation of parents after the 80s and 90s. Statistics from the National Bureau of Statistics show that the peak fertility rate in China is 20-34 years old, of which 25-29 years old is the highest. After 80s and 90s, they gradually become the main force to establish a family and raise the next generation. It is also the wave of “children’s consumption upgradeâ€. The main group in the middle. The young parents of this age group, along with the informationization of the Internet and the growth of global information, have formed a huge gap between their parenting concept and the concept of children's wear and consumption.
It is understood that with the fathers that children's clothing replacement cycle is short, children's clothing as long as they can wear enough clothes, clothes pay more attention to cost-effective consumption concepts, in the domestic maternal and child commodity market environment, "safe" and "healthy feeding" are a new generation Under the premise of parents' consumption, they are pursuing fashion personality. Therefore, high-quality and design brand children's wear is naturally favored by a new generation of parents.
Brand children's wear, quality spirit is the most sought after
Although brand children's wear is more likely to be favored by a new generation of parents, the definition of fashion for a new generation of parents is more complicated. It is a creative style, or a style theme. To be their heart, brand quality has become a concern of new parents. Hotspot area.
Internet + era, information explosion fragmentation, the core carrier of brand transmission is still in the product itself, relatively early brand emotional awareness, respect for design models, young parents and children are playing a subtle change in consumption habits. Start paying attention to safety fabrics, comfortable design, and the value of pursuing a higher quality core for children.
On the one hand, the adult and neutral winds of children's wear are also favored by children's wear brands. For example, John Lewis, a well-known British department store chain, launched a series of children's wear that removed gender labels, sparking outside discussions. At the same time, GIVENCHY, which launched the children's wear series for the first time, also introduced the brand's eclectic and free atmosphere into the design, which exudes a personalized street flavor. Dolce&Gabbana and FENDI play different patterns with totems, add monsters, flowers and other patterns to the gender, and break the frame of the established gender image.··············································································· Full of strength!
On the other hand, friendly design that respects children's perspectives and listens to children's choices is constantly being promoted in the industry. For example, the well-known children's wear brand MQD puts more emphasis on children's psychology and children's expression, abandoning the humanized image of children, and focusing on companionship as the core concept to create a pure childhood atmosphere for children, which is strongly resonated between the industry and parents.
Photo: MQD (Ma Ridun Children's Wear)
According to industry insiders, at present, the proportion of the post-80s and post-90s groups is increasing, and their superior economic growth environment, higher requirements for quality of life, and current mainstream 4+2+1 family structure are determined. Children's consumption expenditure has the basis of two generations of wealth accumulation, and it has continuously enlarged and promoted the consumption demand of baby products. They advocate fashion personality, prefer to dress their children fashionably and beautifully, and often choose new clothes for their children. Under the premise of not damaging the common values ​​of baby health, brand children's wear with more individual design meaning and concept quality pursuit is naturally favored. From this point of view, children's wear such as MQD, Dolce & Gabbana and FENDI have already led the trend.
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