Children's clothing market is one of the most potential market in China. However, the proportion of children's clothing industry in the entire garment industry is very small. Statistics show that the production of children's clothing in China accounts for only about 6% of the total clothing output of the country. But in recent years, the sales volume of children's clothing in China is increasing at an annual rate of 40%. In the next 5 years, it is estimated that there will be about 40 billion yuan of sales market space. In addition, by 2010, China will enter the third peak of fertility. The huge number of newborn births will form a huge consumer market in China. With the growing consumption of children, children's clothing market will continue to expand consumption, children's clothing industry will usher in an accelerated development of the "golden era."

  Problems in children's wear market in Shandong

Shandong province is one of the major provinces for children's clothing production. It occupies an important place in the children's wear market. But compared with other developed areas of children's wear industry, there is still a certain gap between children's clothing industry in Shandong province. The author found that although children's clothing industry in Shandong province has made some progress, there are still many problems, mainly in the following aspects:

  The product structure is unreasonable, the clothing of Chinese and big children is seriously broken.

The author found that the product structure of children's clothing market in Shandong province is not reasonable. The children's clothing, children's clothing and baby clothes are mostly in the market, and children's clothing and clothing are few. According to statistics, the number of older children accounts for about half of the total number of children. But in the children's clothing market of Shandong Province, clothing for children of that age is basically in a state of disqualification. In addition, there is a serious imbalance in the proportion of clothing for men and women.

Size ratio is not appropriate.

In the children's clothing market, I found that many children's suits are small and big trousers, which can not adapt to children's real body shape. In recent years, with the improvement of living standards, the height of children is increasing. However, the existing national standard of clothing for children is not suitable for the physiological and psychological characteristics of children's growth nowadays, so the children's clothing produced is actually out of touch with the actual needs.