In 2010, China's children's wear market continued to maintain steady and orderly development. According to the statistics of the China National Business Information Center, in 2010, the retail sales of children's clothing in major national retail enterprises increased by 21.2% compared to the same period last year, and the retail sales volume increased by 7.33% over the same period last year. In addition, children's clothing products also have some new characteristics in the brand consumption structure.

Brand positioning is welcomed.

In recent years, people's pursuit of leisure life has been increasing. Driven by this upsurge, the leisure and comfortable wind swept through the clothing market, and the characteristics of fashion gradually spread from adult clothing to children's clothing, and the adult characteristics of children's clothing became more and more obvious. Under such circumstances, children's clothing brands with distinctive positioning and fashionable leisure are favored by consumers, such as Wenzhou. Barbara And red, yellow, blue, Dongguan. pepco In addition, children are full of childlike innocence and full of fun. They are never outdated pursuit of children's wear in children's clothing and so on. Therefore, the full combination of comfort and innocence, lovely and leisure style brand has also become the darling of children's clothing market, such as Shenzhen's angel and Chongqing's baby pig. According to the statistical results of the China National Business Information Center, the above brands have been outstanding in recent years, and have always been among the top ones.

Foreign children's wear brand develops faster

In 2010, China's GDP surpassed Japan. The second largest economy in the world 。 With the continuous improvement of China's international influence, foreign enterprises pay more and more attention to the market with huge consumption groups and consumption potential, and the international children's wear brands have been trying hard to enter China's market and intensify their development efforts. Outstanding performance, such as the French Elle, ranked fifty-seventh from the market share of 0.37% in 2008, and gradually increased to 0.47% in 2010, ranking forty-second. Hongkong's kingkow ranked sixty-fourth from the 2009 market share of 0.27%, ranking 0.33% in the 2010 market share and fifty-ninth in Italy. Compared to 2009, the market share of Elle increased by more than 3 times, ranking ahead of 187. The entry of foreign brands in China's children's clothing market, provide more choices for consumers, give domestic enterprises some experience, and at the same time, will also have a certain impact on domestic children enterprises, and market competition will also intensify.

Differences exist in regional brand consumption structure

From the perspective of regional brand consumption structure, there are differences in brand preference among different regions in China. According to the statistics of the China National Business Information Center, apart from ADIDAS, NIKE and other brands are among the top brands in all regions, paramount and balabbara are more popular in the northern region, and they are among the top sales in the north, northeast and northwest regions, while in the south, southwest and other southern regions, they do not enter the top ten list; Li Ying Fang is a better seller in the southern region than in the north; in addition, due to the high level of economic development and higher income level, East China presents its unique characteristics, mainly in the higher priced brands in the East China market, ranking higher in the market, such as the Teenie and Weenie brands with higher price are also ranked the top ten list.