Analysis of competition pattern in children's clothing industry

The history of the development of China's children's wear market is later than that of formal wear and casual wear. Therefore, it is in the stage where the various brands' staking and racing areas are dominating the sphere of influence. In the brand development stage theory, the current children's wear is only in the initial stage of the industry development. The brand competition is still more focused on the competition of the product itself and the number of channels. At present, the children's wear consumption is still at the initial stage of branded consumption.

The concentration of the children's clothing industry market is very low. All brands are in the expansion phase of their disposal channels. Regional brand competition is fierce. However, from the overall perspective of the industry, the children's wear industry is not competitive enough. In China's children's wear market, international brands occupy half of the country and almost monopolize mid- to high-end markets, while domestic brands do not have strong brand influence. At present, 60% of children's clothing manufacturers in China are in the state of no brand, and many of them are processing and OEM. Although in recent years, a number of brands that specialize in children's wear like Randall have risen, the Chinese children's wear market still lacks leading companies.

Children's clothing industry market concentration is low. At present, the market share of the top eight independent brands is only 5.33%. With the development of the industry and the importance the company attaches to the brand and expansion of channels, the market share will be concentrated on the dominant brands. However, at present, the market share of individual brands in the children's wear market is not high, and the gap between brands is relatively small.

The brand pattern of the children's wear industry is being formed, and the echelon model will be formed from multiple levels such as region, grade and style in the future. The brand's transformation between various echelons and new brands into the echelon will become more difficult. The children's wear market has rapidly expanded its market capacity. Sports brands, adult clothing brands and children's wear brands have entered the children's wear market one after another. Competition, especially competition in the channels, will inevitably become fiercer.