The Baby fashion market in China
In China, the garment sector is the next big thing for fashion firms. Why? Children’s clothing surpassed men’s and women’s clothing in 2020, reaching a high of 261 billion RMB. The rise of the infant and children’s clothing business in China over the last several years has been fueled by robust demand and recent initiatives aimed at families. Children’s clothes, like many other childcare-related products, are booming in China.
Many factors can be attributed to this sudden expansion:
- Household purchasing power is increasing.
- The one-child policy is being changed to a three-child policy.
- The country’s economy is growing at a double-digit rate.
We will introduce you to the Chinese ready-to-wear children’s market and explain how to sell a brand appropriately in this article. You will find all you need to know whether you own a children’s fashion firm or are considering starting a children’s clothes brand to add to your portfolio.
Target Chinese mothers while selling children’s clothing in China.
They are the new breed of post-90s mothers, dubbed “hot mamas” in Chinese. Hot mothers think, buy, and raise their children in ways that previous generations did not. According to a study done by the China Business Network in 2018 on the behavior of the latter during the purchasing process,
- When they need guidance, they turn to their peers rather than their parents;
- they prioritize product safety and quality over price, and they prefer to purchase high-quality goods via cross-border e-commerce.
Hot mothers form communities and advise one other through specific apps or WeChat groups, having been born amid the country’s internet boom.
According to a social media study, hot mothers enjoy dressing in outfits that are comparable to those worn by their children: “the mini-me trend.”
The enormous growth in the category of children’s clothing and fashion
One of the fastest-growing areas in China is children’s ready-to-wear. In comparison to the clothing sector’s overall yearly market growth of 6%, the kidswear segment is increasing at a rate of more than 9%, indicating that the market is thriving.
Children’s clothing is, in fact, more likely to be renewed than men’s or women’s apparel. Children’s purchases are made more frequently than the other two groups.
The children’s ready-to-wear market can be classified into three categories:
- Baby clothing: are still the most popular segment, and they are expected to rise in the next years. The 0 to 2-year-old market is predicted to rise in the next 5 years as a result of the new 3-child policy.
- Girls’ clothing: This is the fastest-growing area of the industry, particularly for girls aged 5 to 9. This sector is characterized by greater costs and a higher purchasing frequency when compared to the boys’ segment.
- Boys’ clothing: Due to lower average growth, worldwide brands have mostly ignored this area in favor of focusing on girls.
Market Trends and Demand for Children’s Clothing in China
The greater the demand for clothing as children grow, the greater the requirement for clothing. Buyers in the infant segment are looking for products that are both safe and comfortable for their children. Expectations are different by the age of three. Parents will prefer things that reflect their children’s good taste and personality. This shift in expectations and requirements is primarily related to the child’s social development when he begins to interact with his peers outside of the home. Their need to stand out has a significant impact on their purchasing decisions.