China is the 2nd largest economy in the world and has been one of the fastest-growing markets for children’s clothing. In China, parents are willing to spend more on kids’ clothes than they would for themselves because it reflects their social status. The global children’s wear market is expected to reach $326 billion by 2027. Amid the Coronavirus pandemic, the global market for childrenswear market is estimated at $252 billion in 2020. With so many Chinese consumers buying into this trend, your brand can reap big benefits if you start marketing there now.
Here are a few steps to help you get started with promoting your kid’s clothing brand in China: 1) Figure out how much money you want to invest and define what success looks like for your business; 2) Choose a specific market segment that will interest your target demographic; 3) Investigate where these segments buy their clothes – try looking at shopping malls near schools or hospitals or industrial
China Kidswear Market: Overview
Rising purchasing power leading to the growth of the Chinese childswear market
The Chinese are spending more and more on their children, which is a trend that has been going on for quite some time now. Study shows the average annual disposable income went up from 2006 to 2014 – giving parents much more freedom to spend money. This especially applies to urban areas of China where people tend to spend substantially higher than ever before when it comes down to providing things like education and health care for their kids.
The infants and toddlers segment is leading the Chinese kidswear market
Infants & Toddlers Wear Segment Corners a 27.1% Share in 2020 In the global Infants & Toddlers Wear segment, the USA, Canada, Japan, China, and Europe will drive the 4.1% CAGR estimated for this segment. China will remain among the fastest-growing in this cluster of regional markets (In Asia pacific).
China Children’s wear market trends
1. Luxury children’s clothing are popular in China.
The overall clothing market in China, particularly the luxury children’s wear market is one of the markets with the highest development potential in China.
Social media in China is now full of blogs, posts, and videos from Chinese parents and hot mammas like Renee offering style tips, brand choices, and advice. Childrenswear is now a serious part of Chinese parents’ social currency, and some see this sector as 骗你生二胎 or “the persuasion to have a second child.”
According to Euromonitor, the sector outperformed womenswear and menswear in 2019, reaching almost $37 billion, representing a year-on-year increase of 14.4 percent. After the opening of China’s two-child policy in 2016, data from the National Bureau of Statistics show that in 2019, there were around 250 million children under the age of 15 in China. Since then, a further 14.65 million babies were born.
Most popular luxury children’s wear in China.
- Burberry Children: Burberry is the precursor to children’s wear, indeed it was one of the first luxury brands to launch a luxury children’s line. It was after that, that big brands like Armani, Gucci, and Fendi Kids followed the trend.
- Bonpoint: Founded in 1975 by Marie-France Cohen, Bonpoint is the first Parisian children’s clothing house. The brand’s strong point and the main aim are to deliver an innocent look that better fits the nature of children. Another mark of distinction for Bonpoint is its children’s skincare line, which is particularly popular among Chinese parents.
- Dior Baby: Dior launched its first line of children’s wear: Dior Baby, the children’s collection is almost identical to the adult collection and is available in every Dior store worldwide.
- Gucci Children: Gucci children’s wear was introduced for young kids, the collection is almost like a miniaturized version of the adult collection, of course, the brand includes shoes with the prominent red-green tricolor band.
Luxury clothing is appealing to Chinese consumers.
The aged notion of luxurious items displaying social status is so outdatedexplained Paul Wigand, the Senior Vice president of four Hills Advisor.
He recommended luxury manufacturers adjust their technique to attain distinct amounts of consumers less than this massive umbrella term of “Chinese center-class”. Moreover, the training fever by China’s middle class speaks about among their renowned attributes, pragmatism, which has a deep impact on their own luxurious shopping practices also. CSU’scontemplating seems like terrible news for luxury brands, but using the appropriate internet marketing and branding message that resonates along with her accurate need for experience safe with regards to the present social standing, the specific situation is possible to be turned.
China’s middle course comes in between, whose anxiousness about trying to keep their latest social position urges them to invest an awesome deal of cash in schooling, even with the cost of their excellent life, in order to make them feel protected. “They assess it (exactly how much they spend on a child’s summertime family vacation) to luxurious dresses or cars,” explained Xiao Bingil, the Deputy Director of the twenty-first Century Schooling Study Institute, in an interview with Worldwide Times in August 2017, drawing the link involving this irrational actions with that of luxurious expending. It, hence, has become crucial for luxurious models to comprehend the shifting psychology of the Chinese center course, who’s also the fast-rising consumer phase for luxury shopping in China.
2. Adult-like clothing is popular among Chinese-parent consumers.
Meanwhile, the luxury stop from the childrenswear marketplace is developing, fuelled by more mature mother and father in Western marketplaces – who are even further together in their professions and thus probably to have a better disposable income – and enhanced need for emerging markets, “where inspirational usage lends itself properly to lavishly spending on children,” claims Kissing.
Meanwhile, in the Asia Pacific, thanks to inspirational intake amongst the booming center classes and the immediate expansion of global manufacturers like Unable, Adidas, Nike, and H&M – all of which are top ten childrenswear models for sector share inside the region – the region is now the fastest-growing industry for childrenswear worldwide. In 2015, the Asia Pacific childrenswear marketplace was worth €44.1 billion and is projected to succeed at €65.1 billion by 2020.
The world of children’s clothing is a fierce battleground these days, with mid-tier companies struggling to stay competitive. There are two types of markets: the designer market and the value market, which leaves no room for any middle ground company in between. Children have become more fashionable themselves as they’ve begun wearing clothes that imitate adults’. As parents buy their kids new outfits often because trends change so quickly nowadays just like adult fashion does too!
What demographic buys childrenswear in China?
Chinese moms and dads are adamant about distinguishing themselves by any means possible. Despite the impact of the Covid-19 pandemic, children’s clothing sales in China grew in 2020 and are expected to increase in 2021. The baby apparel market has particularly experienced the fastest growth with a 17% increase, also the children’s luxury market has also been expanding at a steady pace too.
Hot Mamas, a term coined to describe the new generation of post-90s mothers in China who are breaking away from traditional parenting. Hot mamas think and raise their children differently than previous generations have: they turn to peers for advice rather than parents; look more at product safety and quality over price when shopping; prefer high-quality products imported via cross-border eCommerce.
According to China’s National Bureau of Statistics, more than 30% of Chinese urban household income is spent on children, in most Chinese families mothers are more intent on buying items such as clothes and toys. Much of this spending is concentrated on what babies and small children eat, and wear, for their everyday use. Projections indicate that growth in the childrenswear and accessory market will still be strong in the future years.
What is the local competition like for kids’ fashionwear in China?
For a long time now national brands were leading the Chinese baby and kidswear market. But in recent years domestic brands have fallen behind and they’ve been caught up by international brands, this is especially true for citizens living in the top-tier cities. At the same time, however, Chinese consumers in third and fourth-tier cities are still quite loyal to local and domestic Chinese brands. However, international brands have been trying to accelerate their entry into lower-tier cities by offering lower pricing. As a result, it seems that the childrenswear market in China is facing a face-off with both domestic and international brands wanting their share of the market.
How to sell your children’s clothing brand on the Chinese market?
Through Chinese Distribution channels and Exhibitions.
Attending an exhibition is a good way to introduce your products to the Chinese market, there are many exhibitions taking place every year in China. Many Chinese sellers go to exhibitions in order to find excellent brand products, they want to distribute or sell your brand products in China. Moreover, they can help you to develop your business in China. The advantage of taking part in exhibitions is that you can talk face to face with the dealers/sellers.
Through online Chinese channels and E-commerce platforms.
Selling your items on Chinese e-commerce platforms, such as taobao.com, tmall.com, jd.com. Taobao has 500 million registered users, and the total number of online products on the platform exceeds 1 billion it’s an excellent opportunity to sell your products and increase your brand’s sales.
A large number of young people prefer to buy products from Taobao. Tmall is considered as the representative of China’s e-commerce platform B2C. Indeed it hosts thousands of sellers and many brands from all around the world, in order to ensure the quality of online shopping products, which is one of Tmall’s main advantages. Jingdong is also another famous Chinese e-commerce platform.
Entering the Chinese market through offline and online marketing.
Compared to traditional marketing, online marketing strategies are pretty easy to measure and often less expensive than traditional methods. Offline marketing techniques can be effective at creating and supporting your brand’s online reputation. In fact, the marketing strategies that deliver the greatest impact use a combination of online and offline strategies. When implemented together, offline and online marketing techniques can support and amplify one another, creating a united strategy.
Petit bateau: Story of a Kidswear brand in China
Petit Bateau’s success is mainly due to the use of multichannel and having an official account on a wide variety of Chinese social media.
- Petit Bateau is a french childrenswear high-end brand of clothing and underwear designed for children, the brand was founded in 1920 (101 years ago) in Troyes by Pierre Valton. In 1988 Petit Bateau was integrated into the Rocher Group. Petit Bateau is originally a children’s brand but it became popular among consumers of all ages thanks to the launch of the adult collection. Petit Bateau has 53 physical stores all over mainland China (including 9 in Beijing).
- A consequent following on main Chinese e-commerce platforms and apps: TMALL/ WeChat/ Weibo/ Little Red Book or Xiaohongshu
How to Promote your children’s clothing brand in China
The first step for any kidswear brand looking to sell to Chinese consumers is establishing a digital presence to increase its visibility and eReputation. This is true for any type of business entering the Chinese market but is especially applicable for luxury brands that are reliant upon the way in which consumers view them. Here are the best ways to create or improve your online reputation in order to attract Chinese consumers :
Chinese Social Media are key for kidswear brands
Launched in 2011 and with more than 1.2 Billionusers, WeChat is the most popular app in China. Thus, it has become a powerful marketing tool for both individual entrepreneurs and international companies. You can create your brand’s account on WeChat to keep in touch with your Chinese consumers. A WeChat official account is kind of like a micro-website, where you can post news, put your contact information, create an event, and even open a WeChat Store for selling.
What makes WeChat better than any other social media platform is that when you put new things, there is an alert on the main page of WeChat. Every person that followed your account will be notified. In addition, everyone in China uses WeChat in their daily life, all day long. So if you want to promote your sportswear brand in China, WeChat is a must-have.
With 650 million registered users, 129 million user visits every month, and a reach across 190 countries, it is no wonder Weibo has become one of the most popular social media platforms in China. And with its similarities to Twitter and Facebook-like functionality – such as posting photos or videos on your feed or liking other people’s posts – you can bet businesses are taking advantage of this opportunity for marketing success!
Weibo is a powerful tool for brands to engage with their followers in the Chinese market. It provides users with an interactive platform that not only helps increase brand awareness but also creates ad-hoc communication opportunities through user-friendly content and allows them to link out to eCommerce sites. Unlike other social media channels where word of mouth can be difficult because of its open nature.
3. Xiaohongshu / Little Red Book (LRB)
Xiaohongshu literally means “Little Red Book”. It is the Chinese Instagram where users share photos, videos, and shopping advice. Compared to Instagram in the West, shopping on social media is way more used in China. On average, Chinese netizens spend 6 hours per day on their phone. They scroll through social media posts, updates, and news, and are always looking for the last trends to follow. The store incorporated on Xiahongshu is an easy way to maintain your premium image and increase your sales. This platform is particularly useful to target buyers (mothers) in 1st tiers cities.
4. Promote your Kidwears brand with short videos on Douyin
With more than 600 million daily active users in China as of 2021, Douyin, known as Tik Tok in other parts of the world, is one of the most lucrative and promising apps in China. In March 2021, Douyin launched its flagship stores, available for brand accounts on its platform, marking a major step into e-commerce. Until now, Douyin was just a way to promote new products and popular items to consumers through short videos and live-streaming.
Moreover, it was also possible for companies to send vouchers to their followers and add links to e-commerce platforms such as JD.com and Taobao. However, these flagship store allows fashion brands to directly promote, advertise and sell their products on the platform.
Livestreaming & Kols: to strengthen your reputation once you are all set up in China
KOLs (Key Opinion Leaders) are the best ambassadors of your brands, they act like influencers. If you want to promote your brand, you can collaborate with KOLs who will promote your products to their community. Some KOLs are even more famous than celebrities and they have more impact when it comes to sales. Many brands collaborate regularly with KOLs, the more they have followers, the more expensive their fees will be.
Chinese website & SEO strategy
In China, brands should see websites, not as a separate hub of information but as a part of the digital ecosystem that consumers would pass till they reach the buying stage. When you create a Chinese website, you need to look at all the points at which Chinese social media can be utilized. For example, WeChat or QQ should be used for logins to a website built for China.
While virtually every Chinese netizen has an email address, it is used far less than you might expect. Inputting a mobile phone number and receiving a unique SMS confirmation, is much more widespread. Youku or QQ video should be built into a Chinese website for embedding videos, and WeChat pay and/or Alibaba’s Alipay should be the payment method integrated.
Any company wishing to set up in China must take into consideration the implementation of a suitable SEO strategy. With over 800 million Chinese Internet Users fond of e-commerce and the use of social networks, the competition is fierce and it is difficult to find a place in the rankings of Baidu.
Adopting the same SEO strategy for Baidu as for Google, isn’t a good idea, in fact despite their similarities, the Chinese search engines own some secrets, and these are important for establishing relevant and effective actions. By studying the different SEO tools of Baidu, the content and design optimization of a website, as well as the factors influencing the algorithm of Baidu
Kid Wears Case study by GMA: Louise Misha
Louise Misha is a french childrenswear brand that was created in 2012. Louise Misha’s style has been inspired by bohemian and natural designs, catering to women, babies, and children exclusively. Recently the company wanted to enter China’s market but lacked consistency on social media platforms like WeChat or Little Red Book for example. In order to remedy the lack of presence in China’s childrenswear market, Louise Misha contacted GMA and worked together on promotion. Through WeChat, Little Red Book, and Weibo we were able to promote their brand successfully while catering exclusively for women, babies, and kids.
- WEIBO: 12 Posts, 1650 New Followers, 140000 Reads, KOL advertisement
- WeChat: 2 Posts, 380 New Followers, 1255 Views
- Little Red Book: 11 Posts, 301 New Followers, 8500 Views
Want to sell your kidswear brand in China?
To succeed in China, it’s vital to have the right partner. The Gentlemen Marketing Agency can help you find that perfect company and spearhead your entry into this unique country with a rich history. With all of its growth potential, there is no better time than now to enter the market!