Children’s Clothing As children happily spend Children’s Day, a major event has made the children’s clothing market even more excited. On May 31, the country further optimized its fertility policy and introduced a three-child fertility policy and supporting support measures. This is a major benefit to the children’s clothing market and will bring structural growth opportunities. According to a survey, China’s children’s clothing market is expected to grow rapidly at a compound annual growth rate of 12.1% in the next few years, and is expected to exceed 400 billion yuan in 2024.
Looking at the first quarter of this year, the children’s clothing market has been active. As the epidemic has been alleviated, the demand for children’s clothing market is strong, and the order volume is on the rise. Most companies have turned losses into profits, and the performance growth rate is outstanding. Reporters have recently sorted out several children’s clothing listings such as Anaier, Blonde Rabbi, Peacebird, Qidian, and Balabala. The company’s financial report for the first quarter of 2021 can be described as beautiful in every aspect. Three of them had both revenue and net profit growth, one had an increase in revenue and a decrease in net profit, and one company did not disclose net profit data.
Performance increased in the first quarter
Performance is one of the key indicators to measure the effectiveness of brand development. In the first quarter of this year, the children’s clothing market showed a strong recovery trend. Although it was expected, it was not easy. Looking back on the first quarter of last year, due to the impact of the epidemic, the revenue and net profit of many listed children’s clothing companies, including Anaier, Blonde Rabbi, Mini Peace, and Qidian, both dropped significantly. Anael Company’s operating income dropped 27.31% year-on-year to 1.257 billion yuan, and its net profit lost 211.16% year-on-year to 9.2944 million yuan; Kingfa Rabbi’s operating income dropped 43.06% year-on-year to 52.4392 million yuan, and its net profit dropped 94.99% year-on-year to 749,300 yuan; Balabala’s operating income fell 19.99% year-on-year to 10.132 billion yuan, accounting for 66.64% of the overall revenue.
After a year, the performance changes can be described as disparate. Judging from the revenue and net profit data in the first quarter of this year, Anair ranks first. As the national epidemic has been effectively controlled and terminal consumption continues to recover, Anair’s performance has turned losses into profits, and profits have rebounded rapidly. In the first quarter of this year, Anair achieved operating income of 345 million yuan, a year-on-year increase of 32.76%; net profit was 44.61 million yuan, a year-on-year increase of 4899.90%. Anair expects to achieve a net profit of 18 million yuan to 27 million yuan in the first half of this year, with a year-on-year growth of 71.77% to 157.66%. In the first quarter of this year, Kingfa Rabbi achieved operating income of 62.82 million yuan, a year-on-year increase of 19.80%; net profit was 6.84 million yuan, a year-on-year increase of 812.72%. Rabbi Jinfa predicts that the net profit will be 18 million yuan to 27 million yuan in the first half of this year, a year-on-year increase of 71.77% to 157.66%. Mini Peace children’s clothing achieved operating income of 316 million yuan in the first quarter of this year, a year-on-year increase of 76.08%. In the first quarter of this year, Qingqiu shares achieved operating income of 318 million yuan, a year-on-year increase of 24.41%; net profit was 16.65 million yuan, a year-on-year decrease of 46.58%.
Co-branded designs are popular
Since the first quarter of this year, the children’s clothing industry has been developing strongly, and the market growth prospects are promising. According to data from the Qianzhan Industry Research Institute, it is estimated that by 2025, the size of my country’s children’s clothing market is expected to exceed 470 billion yuan. As competition in the industry becomes increasingly fierce, accelerating the expansion of omni-channel marketing capabilities, actively carrying out cross-border cooperation, and accelerating digital construction have become key words for the new development of most children’s clothing companies.
In recent years, we have actively carried out cross-border co-branding cooperation with many well-known IPs and designers, created exclusive IP images, attracted attention and support from all circles, and created “super marketing events” that have become amplifying brands for children’s clothing brands. One of the “super strategies” to increase value and drive performance growth. Mini Peace, Anair, Balabala, etc. are all typical representatives. Mini Peace relies on the innate fashion characteristics of its parent company, Peacebird, and continues to resonate with young consumers through series of cross-border cooperation and continuously enhances brand influence. This summer, Mini Peace children’s clothing teamed up with the popular little guitarist Miumiu to use “Chinese children are not afraid of challenges and strive to pursue their dreams” as the story blueprint, giving each joint product different personal characteristics, combined with exquisite design and high-quality fabrics. Create fashionable and personalized clothing suitable for children. Soft and shiny butterfly yarn, bright silk organza and jacquard fabrics create a dreamy and gorgeous couture princess dress series; comfortable and breathable cool fabrics make each T-shirt both fashionable and more skin-friendly. Wear; sun protection clothes with high sun protection factor, which are the “protective umbrella” for children’s delicate skin in the hot summer; trousers suitable for free stretching and wear resistance, allowing lively and active children to move endlessly… Mini Peace in product design Added as much whimsy as possible. Anael has launched many popular co-branded cooperation series such as Guochao, Star Wars, and Super Wings, which are also deeply loved by consumers. This year, Balabala also released multiple cross-border collaboration series with China Mars Exploration, Suzhou Museum, famous Chinese designer Jason Wu, etc., interpreting “endless dreams” from different dimensions such as flying across the galaxy and universe, tracing historical origins, and upgrading fashion styles. “The theme is as Balabala general manager Zhong Deda said: “Our core goal in the past three years is to improve fashion.”
Expand business boundaries online
From offline to online, with the younger consumer groups in the maternal and infant market, while adhering to the core concepts of natural, safe, comfortable, convenient, and suitable for the body, Blonde Rabbi also keeps up with the concerns and concerns of young consumers. Consumption habits. Continue to increase online marketing and expand new online channels, and actively use online promotion and traffic tools such as live broadcasts as well as social marketing.To better reach this part of the potential customer base. At the same time, Kingfa Rabbi also cooperated with the Changjiang Industrial Design Center of Shantou University to establish a joint design room to enhance the appearance of the products and make them both fashionable and good.
If the blond rabbi’s advantage lies in appearance, then Anel’s competitiveness lies in quality. “Clothes are more than clothes, they are about showing oneself to the world and the beauty of personality of mothers and children.” According to the relevant person in charge of Anair, Anair has also repositioned its consumer group portrait to be “light, soft, elastic, anti-proof, “Cool, warm, beautiful” and other characteristics reshape product advantages to maintain its leading position in the mid-to-high-end children’s clothing market. At the same time, under the guidance of the new business model of “maternal and infant products + health services + Internet”, Anair delivered a “report card” of 110 million yuan in brand-wide network sales during last year’s “Double 11”.
Of course, the challenges faced by the children’s clothing industry are changing every day, especially for listed companies, which are often accompanied by uncertainty. Since last year, Qingdao’s offline sales channels have been hit hard, resulting in its annual performance being cut in half. Overall this year, although performance growth has improved, net profit growth has declined significantly. In order to meet the needs of consumers in different market segments, Qixi Startup is working hard to promote the transformation of its business model into a multi-brand strategy, through a comprehensive layout of brands covering multiple age groups. The company’s main brand ABCKIDS is active in second- and third-tier cities with its rich product categories and high cost performance; EXR fashion brand combines fashion, personality, sports and leisure, and is deeply loved by the new generation of young consumer groups; QIBUKIDS focuses on children’s ankles Health; MiniABC focuses on building high-end brands in the field of mother, baby and children. Starting shares develop in a matrix manner to meet consumer needs in an all-round way. However, industry insiders also pointed out that the future of Qingdao shares and the Posimba team, which has been involved in counterfeiting scandals, are deeply tied to its online business and its attempt to help the brand create premium space through leading anchors is also full of uncertainties.
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