Analysis Of The Trend Of Pregnant And Infant Clothing Consumption Market: Experience And Sharing Become Hot Mom Shopping Xinle Interest

According to the data, with the large number of "post-80s" generation growing up and getting married, China will usher in a new round of baby boom before 2015. This will also constitute the fourth baby boom. Insiders also pointed out that the market demand of Chinese pregnant and infant children is at least 1 trillion yuan, and it is expected to reach 2 trillion yuan in 2015. clothing The market has become one of the most growing markets in China. China's baby pregnancy market is entering the golden period of development, giving birth to many new business opportunities. With the advent of the new baby boom, the price of the "Yun Yingtong" special label has skyrocketed, leading to Yun Yingtong. Clothes & Accessories Consumption is also rising all the way. Recently, the reporter interviewed several pregnant mothers and "post-80s" parents randomly. From their feedback, it is easy to find that the traditional consumption concept of children's clothing products is changing quietly. Experience and sharing are becoming the fun behind these new parents' consumption, because they can find their own circles while sharing the shopping experience.

　 Increasingly diversified channels of purchase

With the growing consumer groups of pregnant and infant clothing, they are more open to young consumers who are growing up with the Internet and computers, and are more willing to obtain information on the products of pregnant and baby clothing through various online channels. Miss Chen, the mother of "80 generation", told reporters that she would prefer the online way when buying her baby clothes. "Before buying, I will pay attention to relevant forums on line first, see other people's shopping experience and process sharing, through the network can also compare prices to merchants, and grasp the transparency of prices." Data show that in many online information channels, mom paste bar and forums, brand of official micro-blog, WeChat and other top. Besides, celebrity blogs and online video sharing websites are also important ways for young consumers to get information. Miss Chen told reporters frankly, "when purchasing neonate supplies, experience is very important, for example, most small items will choose to buy in physical stores, because they can be very intuitive to distinguish their comfort through hand feeling, while larger products will be purchased online, because the prices of many children's products in virtual stores are too high."

　 Branding and quality consumption rise

It is easy to see from the purchase budget of the "80 generation" generation of young parents. Children's clothing industry The consumption potential is enormous. Nearly 60% of the second tier cities consumers purchase budget for clothing products for pregnant and infant children is over 30000 yuan, of which 1/3 consumers focus their target budgets on 10000~20000 yuan, and consumers' consumption of children's clothing has obviously shifted from quantity consumption to brand consumption, aiming at the pursuit of quality and high-end consumption.

"We must choose the right brand, without the brand, the quality will not be guaranteed." Ms. Zhang from Hebei said. A newcomer from Shenzhen said, "choose your baby." clothes We should first look at labels. Generally, the materials and components on the top of the brand clothing will be marked, for example, infant products. China's standard is formaldehyde content less than 20mg/kg. If the label is not even standard, it will be regarded as the same as that of the three manufacturers. " A franchisee of a brand of children's clothing also revealed to reporters: "nowadays, there are too many businesses that make babies and babies in the market. On the one hand, there is a lot of competition for consumers and fierce competition. On the other hand, profits are becoming thinner and more transparent. It is almost unacceptable for consumers without brands.

In the interview, reporters also found that from the quantity of consumption, the middle-income group is the main body of children's clothing consumption. 94% of consumers believe in children's clothing brands abroad. More than half of the consumers hope that there will be more medium and high class children's clothing in the market, and 34% of consumers believe in children's high-end brands. This shows that the brand purchase preference of consumers still focuses on brands with higher recognition.

　 Fashion trends drive consumption upgrades

At present, 91% of pregnant women and 85% children of 0~1 years old have been covered by the "80's". The improvement of living standards and the continuous refinement of market demand, as the new consumption mainstream "post-80" parents, are affected by factors such as growth environment and consumption consciousness. They not only pay attention to the quality of products, but also attach importance to their functionalization and fashion sense, so the popularity also promotes consumption upgrading to a certain extent.

Visiting all kinds of department stores, it is easy to find that most of the children's clothing brands in the market changed to cartoons in the past few years and become more casual, natural and neutral. In the past, the hard and conspicuous cartoon patterns were few, and the children's clothing color and style were gradually becoming more and more adult. It was closer to the aesthetic needs and aspirations of today's "hot mother Chao dad". They abandoned flower and animal designs in the pattern design, but the difference from the past is that the pattern design becomes small and many, and it can show a slightly noble quality. In addition, the concept of green environmental protection has been fully applied. It has been popular in cotton fabrics, linen, wool and other natural materials, such as all cotton, polyester cotton, water washing cloth and casual functional corduroy, waterproof, antibacterial, deodorant and other functional and healthy fabrics.

Apart from lovely design and high quality fabrics, brand children's clothes are very good at integrating their classic elements into design, because they know better how to capture the hearts of those who are fashionable for many years. Tathagata is one of the most popular brands in the children's wear market. The design of many children's wear is like a diminished version of its classic products.'s double breasted windbreaker and plaid shirt are also very cute on children. It is the choice of many families to build their parents.