Children’s clothing online sales will decline by 9.2% in 2022! Children’s swimwear, children’s POLO shirts, and bags have become new growth points

Children’s clothing online sales will decline by 9.2% in 2022! Children’s swimwear, children’s POLO shirts, and bags have become new growth points

As more and more clothing giants and children’s clothing companies enter the children’s clothing market, the industry has ushered in a new stage of competition based on comprehensive strength. How will children’s clothing brands perform online in 2022? What is the development trend of the children’s clothing industry? According to data from Nint Rentuo, based on data from the three major platforms of Tmall, Taobao, and JD.com, the aggregate online scale of maternal and infant-related categories in 2022 will reach 270.8 billion yuan, a year-on-year decrease of 2.8%; the children’s clothing/baby clothing/parent-child clothing market is the largest, Reaching 70.84 billion yuan, a year-on-year decrease of 9.2%.

In the past two years, affected by the slowdown in macroeconomic growth and the epidemic, consumers have been restricted, which has also had a great impact on the children’s clothing industry, but there are still new opportunities amid the difficulties. Overall, the top five children’s clothing online markets in 2022 will account for less than 10%, the market concentration is still low, and the industry contains many opportunities.

　1

Children’s swimwear, children’s POLO shirts, bags

Become a new growth point

There are many categories of children’s clothing/baby clothing/parent-child clothing online. The pants category ranks first with sales of 9.84 billion yuan, followed by suits and down clothing/down linings, with sales of 6.3 billion yuan and 6.28 billion yuan respectively. billion.

Judging from the market response, global fashion trends have already been injected into the field of children’s clothing. Let’s take the pants category with the largest market size as an example. Sweatpants, wide-leg pants and shark pants are the top clothingFashion trend, but the field of children’s clothing has also experienced rapid growth in the past two years. For example, shark pants. In January 2022, children’s shark pants were favored by many parents and ushered in a wave of rapid development.

In the past two years, not only have the styles and designs of children’s clothing become more and more sophisticated, the prices of some children’s clothing are also almost the same as those of high-end clothing. In shopping malls, children’s clothing brands priced at 300 to 400 yuan are also very common. Although some parents may think it is expensive, they usually still pay the price.

Judging from the growth rate, the growth rate of children’s accessories and bags in 2022 is particularly eye-catching, with a year-on-year increase of 437%. Secondly, children’s swimwear, children’s POLO shirts and baby gift boxes also performed well, with increases of 21.4%, 13.7% and 13.7% respectively. 6.8%. It can be seen that in addition to scene needs, infant and child clothing is also showing a trend of gift development. Those children’s clothing brands with a sense of quality will become consumers’ gifts for relatives and friends.

Due to the seasonal characteristics of children’s clothing, different development trends appear in different periods. According to Tmall data, categories such as children’s performance clothing and Hanfu have a significant growth rate. In February 2023, the search for UV for Hanfu increased by 150%+ year-on-year, the search for UV for dresses increased by 180%+ year-on-year, and the search for jackets increased by 300%+ year-on-year.

In addition, children’s outdoor sports have become a new growth pole in the children’s clothing market. The sales of children’s sports on Tmall Children’s are 30%+ year-on-year, the sales of outdoor style (camping, skiing) are 80%+ year-on-year, and the sales of yoga are 100%+ year-on-year. Its functional technology has attracted much attention from consumers and enterprises. Windproof, waterproof and anti-fouling are almost standard features of outdoor sportswear. It is conceivable that whoever seizes this wave of craze first will have the opportunity to stand out in the children’s clothing market.

On the whole, under the background of consumption upgrading, the new generation of parents pay more and more attention to the sense of ritual in consumption demand scenarios. In other words, they are more willing to dress their children exquisitely, fashionably and with personality, and are more willing to participate in festival ceremonies and outings. Consumption for children in , home and other scenarios.

　2. Brand competition

Disney shows positive growth

Antarctic people fell the most by 35.6%

From the perspective of volume and scale, the TOP5 children’s clothing brands in 2022 are Balabala, Disney, Dave&Bella, Antarctic, and Uniqlo. Affected by the overall environment and epidemic factors, most children’s clothing brands almost showed a downward trend last year, and life was very difficult.

Among them, Balabala fell by 15.6%, Dave & Bella fell by 13.5%, and Antarctica fell the most, at 35.6%. Disney’s year-on-year growth was 18.9%, and it is also one of the few children’s clothing brands that maintains positive growth.

From the top 10 children’s clothing brands in 2022, although Balabala is firmly ranked first in the market, accounting for 3.6%, the gap with the second place in market share is also constantly narrowing. Moreover, in the past two years, the children’s clothing market has been regarded as a star market in the spotlight by the clothing industry. In the past, there were top clothing brands Jiao Nei, Jiao Xia, and On, and later, new forces such as professional children’s clothing brands moodytiger and Youlan entered the market. Although The market size is not as large as that of leading brands, but it also relies on core selling points such as innovative new products and fabric technology to stand out and occupy an important position in the billion-dollar children’s clothing market.

Under the background of consumption upgrading, the children’s clothing industry is gradually transforming into the “brand consumption” stage. However, the epidemic factor will also accelerate the survival of the fittest in the children’s clothing industry. Those designs and styles do not follow the trend and the selling points are not outstanding.Products with substandard quality will be abandoned by young parents, and the children’s clothing industry will have a clear trend of shuffle in the future.