Policy Dividend Highlights Clothing Brands Scrambling For Children'S Wear Market

< p > Zhong Huichun, the representative of Semir fashion and accessories, told reporters that in 2014 Semir clothing will adjust its children's clothing channels in a targeted and directional way.

< /p >

< p > 2014, Semir costumes will accelerate the opening of children's clothing stores, gather the high-end brands of several extended brands and agents of the balbala main brand to the same store, enter the shopping center, pay attention to one-stop shopping experience, and enhance the profit level of children's clothing.

< /p >

< p > "street stores and franchised stores have promoted the development of the company. Especially in the last two years, the rise of new channels such as e-commerce, shopping malls and comprehensive shopping plaza has gradually become the main channel of consumption."

Zhong Huichun believes that in the entire children's wear industry, this is also a major trend of channel development.

< /p >

< p > "we are very looking forward to the favorable industry brought about by the second child policy."

Southern China, a high-end parent child clothing brand official said, the policy will bring new development opportunities for children's clothing industry.

< /p >

< p > < strong > influx < a href= > //www.sjfzxm.com/news/index_c.asp > children's wear market < /a > /strong > /p >

< p > according to Semir apparel staff, Semir apparel is divided into two brands: < a href= "//www.sjfzxm.com/news/index_c.asp" > Semir < /a > Barbara. Among them, Barbara is the main brand of children's clothing, Mini Balabala is its extension brand, mainly facing infants and young children. Many dreams are extended on the basis of balbala children's shoes, and the brand of accessories such as hats, gloves, socks and so on. Sarabanda is the agency brand signed this year, mainly located in the high-end market.

< /p >

< p > Zhong Huichun said that at this stage, Semir's children's clothing stores are mainly based on a second tier city.

"Within the scope of the operation of a subsidiary, a company directly operated in the franchisee area shall be a franchisee."

Zhong Huichun said.

< /p >

< p > "entering the shopping center requires a certain brand influence."

In Zhong Huichun's view, Barbara, after years of accumulation, now has the advantage of entering the shopping center. While developing new channels, it will still retain the advantages of the original channel, and the two channels will also expand at the same time.

< /p >

< p > analyst Tang Liang and Yao Yonghua believe that from the perspective of income structure, Semir apparel's leisure apparel business is still in the process of adjustment. Looking forward to the whole year of 2013, it is expected that the company's new revenue will mainly come from the children's clothing business.

< /p >

< p > China Merchants Securities Research Report shows that in 2014 spring and summer ordering meeting, Semir clothing brand Semir and Barbara orders reached 10%, 20% growth respectively.

< /p >

< p > from the growth rate of orders, the growth rate of children's clothing is two times that of adult clothing.

< /p >

< p > Guotai Junan analyst Li Jiajia said in his research report that from the terminal laying of the company, it is estimated that the number of Semir children's wear shops will grow by 200~300 in 2014, and the store area will grow by 15%.

< /p >

< p > < strong > dividend policy < /strong > /p >

< p > Semir clothing reported in the first half of 2013, Semir's total leisure wear revenue was 1 billion 803 million yuan, an increase of 2.55% over the same period last year, gross margin 32.67%, a decrease of 4.63% over the same period last year, and children's clothing sales revenue of 895 million yuan, an increase of 23.2% over the same period last year.

Among them, gross margin was 41.09%, an increase of 1.64% over the same period last year.

< /p >

Below P, we can see that the total revenue of children's clothing is less than that of adult clothing, but the proportion of revenue growth and gross profit margin are far higher than that of adult apparel business.

< /p >

< p > "development potential, high profit" has become the label of children's wear market.

< /p >

< p > according to a a href= "//www.sjfzxm.com/news/index_c.asp" > parent child dress < /a > brand leader, the average gross profit rate of children's wear industry is more than 50%, and the gross profit margin of some authorized children's wear brands is even more substantial.

< /p >

< p > XTEP management said in its 2013 semi annual report that it is optimistic about the huge market potential of children's clothing in China, and continues to expand the series of XTEP children, and has an independent team specializing in managing the product line.

< /p >

Many sports apparel brands such as Anta, P and so on have also increased their children's clothing business.

As of the first half of 2013, Anta children's sporting goods store has reached 811.

< /p >

Besides P, many clothing brands such as H&M, ZARA, Muji and UNIQLO have also set up children's special areas or children's clothing stores.

Luxury brands such as Gucci, Dior and so on also set up their own venues in the flagship store, distributing children's clothing retail.

< /p >

< p > many children clothing practitioners said that the industry's expectations for this round of policy stimulus are greater than the fear of risk.

< /p >