The performance of casual wear enterprises has declined, and children’s clothing has become a “fragrant pastry”. As of April 26, the financial reports of various leisure wear enterprises in 2021 have been disclosed one after another. Among them, La Chapelle faces delisting due to loss Souyute Group Co.Ltd(002503) loss; Loss of mushang group Ningbo Peacebird Fashion Co.Ltd(603877) net profit declined. It is worth noting that at a time of low performance, children’s clothing has become one of the businesses of many brands growing against the trend. Therefore, many brands also said they would increase investment in children’s wear business in order to achieve performance growth. From the consumption habits in recent years, the children’s wear business does have a certain development potential, but with the accession of giants, the children’s wear market is no longer a blue ocean.
multi brand performance exploration
According to the disclosed financial report data, a number of leisure wear enterprises handed over their declining transcripts. Among them, La Chapelle had a revenue of 430 million yuan, a year-on-year decrease of 76.36% and a loss of 821 million yuan. The revenue of mushang group was 2.695 billion yuan, a year-on-year decrease of 5.8% and a loss of 91.3 million yuan Souyute Group Co.Ltd(002503) advance loss exceeds 3.4 billion yuan, Shanghai Metersbonwe Fashion&Accessories Co.Ltd(002269) advance loss exceeds 400 million yuan.
At the same time, Ningbo Peacebird Fashion Co.Ltd(603877) also experienced a decline in net profit in 2021. According to the data, the Ningbo Peacebird Fashion Co.Ltd(603877) revenue in 2021 was 10.921 billion yuan, a year-on-year increase of 16.34%; The net profit was 677 million yuan, a year-on-year decrease of 4.99%.
Some enterprises also achieved performance growth Zhejiang Semir Garment Co.Ltd(002563) 2021 achieved a revenue of 15.42 billion yuan, a year-on-year increase of 1.41%; The net profit was 1.486 billion yuan, a year-on-year increase of 84.5%. Jiangnan cloth clothes achieved a revenue of 4.126 billion yuan in fiscal year 2021, a year-on-year increase of 33.1%; The net profit was 647 million yuan, a year-on-year increase of 86.7%.
From the data disclosed by the above enterprises, the reporter of Beijing Business Daily found that the children’s clothing business has become the performance growth engine of various brands.
According to the financial report data, in 2021, Zhejiang Semir Garment Co.Ltd(002563) children’s clothing business revenue was 10.272 billion yuan, accounting for 66.62% of the revenue, with a year-on-year increase of 1.38%; In fiscal year 2021, the revenue of Jiangnan cloth and children’s wear business was RMB 656 million, with a year-on-year increase of 47.8%, accounting for 15.8% of the revenue. In 2021, the revenue of Ningbo Peacebird Fashion Co.Ltd(603877) children’s Mini peace was 1.27 billion yuan, with a year-on-year increase of 29.5%, becoming the fastest growing business under Ningbo Peacebird Fashion Co.Ltd(603877) company.
On issues related to employment performance, the reporter of Beijing business daily interviewed Zhejiang Semir Garment Co.Ltd(002563) , Ningbo Peacebird Fashion Co.Ltd(603877) , Jiangnan cloth clothing and other enterprises. As of press time, no reply has been received.
power children’s wear
Children’s wear is becoming one of the breakthrough points for brands to explore growth.
According to public reports, Li Lin, founder of Jiangnan cloth clothing, once said that the store growth of Jiangnan cloth clothing group will mainly depend on the expansion of children’s clothing brand stores in the future.
According to the financial report information, the children’s clothing business of Jiangnan Buyi is growing rapidly. In fiscal year 2021, there were 76 new stores of Jiangnan cloth clothing and 34 new stores of children’s clothing brand “JNBY JNBY”, accounting for 44.74% of the new stores.
Shanghai Metersbonwe Fashion&Accessories Co.Ltd(002269) through the independent children’s clothing brands mecity kids and moomoo, the children’s clothing business was arranged. In the first half of 2021, Shanghai Metersbonwe Fashion&Accessories Co.Ltd(002269) upgraded the children’s clothing brand. After upgrading, moomoo brand will mainly promote new products in spring and summer of 2021 and gain more than 15 million traffic exposure in we media channels.
Zhejiang Semir Garment Co.Ltd(002563) also takes children’s wear business as its main business development layout. According to the data, in Zhejiang Semir Garment Co.Ltd(002563) 2021, there were about 5000 children’s clothing brand stores and about 3000 adult clothing brand stores.
In 2022, Zhejiang Semir Garment Co.Ltd(002563) balabalabala brand launched the first digital spokesman “Guyu”; At the same time, balabalapremium, a high-end children’s clothing brand incubated internally, will also be listed this year.
Ningbo Peacebird Fashion Co.Ltd(603877) said in the financial report that it would maintain the balanced development of men’s clothing, women’s clothing and children’s clothing, among which casual clothing and children’s clothing have strong competitiveness. At the same time, children’s clothing business will focus on the medium and high-end children’s clothing market. After Ningbo Peacebird Fashion Co.Ltd(603877) children’s wear became the fastest growing brand of Ningbo Peacebird Fashion Co.Ltd(603877) in 2021, the industry speculated that Ningbo Peacebird Fashion Co.Ltd(603877) children’s wear business may become the second growth curve of Ningbo Peacebird Fashion Co.Ltd(603877) when facing the decline of net profit.
Moushang group is also constantly exploring and developing its children’s clothing business. The main brands of mushang group are GXG and GXG The revenue of kids in the first half of 2021 was 922 million yuan and 88 million yuan respectively, with an increase of 20.3% or 155 million yuan and 18.7% or 13.87 million yuan respectively compared with the same period in 2020. At the same time, according to the data of tmall platform, during the sales period of June 18, 2021, the pre-sale payment amount of children’s clothing under mushang reached 920000 yuan, a year-on-year increase of 960%.
Wu Daiqi, CEO of Shenzhen siqisheng company, said that for garment enterprises, the layout of children’s clothing business is the layout of the future, and children are consumers of adult clothing in the future. Therefore, in a sense, this approach has locked in future consumers. In addition, children’s clothing business has high profits and good profitability, so it is reasonable for enterprises to layout children’s clothing.
increased competition
The children’s wear market has great development space. According to the data, from 2017 to 2021, the average annual compound growth rate of the children’s clothing market was about 8.05%. The market scale reached 217.7 billion yuan in 2021. It is expected that the market scale of China’s children’s clothing will exceed 400 billion yuan in 2024.
However, the competition in the field of children’s wear is not small, such as the layout of Chinese sports brands one after another. Among them, Anta has covered the children’s clothing market aged 0-14 through the layout of Anta kids, FILA kids and the acquisition of children’s clothing brand kingcow. The number of children’s stores has increased at a compound annual growth rate of 13.4% in the past five years. Li Ning invested 250 million yuan to register Li Ning Sports and set up children’s wear company in 2022 to promote the development of Li Ning kids, Li Ning young and other children’s wear brands. In 2021, Tebu put forward the revenue target of 20 billion yuan for main brands in 2025, including 3.5 billion yuan for children’s clothing, with an annual compound growth rate of 37%, far exceeding the target of 21% for adults.
In addition, foreign-funded enterprises Nike and HM are also in the layout, which poses a certain challenge to the layout of leisure wear enterprises in the field of children’s wear.
Cheng Weixiong, an independent analyst in the footwear and clothing industry, said that with the favorable policies and the continuous improvement of consumption level, there is indeed a certain development space for the children’s clothing business. However, at present, due to the diversification of channels in the market, the user circle is relatively scattered. Although many brands have layout, they have not formed a large-scale leading brand, and with the entry of some leading enterprises, the intensification of competition is inevitable.
In addition, the quality and safety of children’s wear is also a problem that all brands need to focus on and solve. According to public data, at the end of 2021, Shanghai Hongkou No. 1 branch of Ningbo Ningbo Peacebird Fashion Co.Ltd(603877) Yueshang children’s Clothing Co., Ltd. was exposed to illegal activities such as producing products that did not meet the protection of human health and personal, industrial and local standards. The illegal income was confiscated 374100 yuan, a fine of 723400 yuan and ordered to stop the illegal activities. During March 2022, the design style of children’s clothing products under Jiangnan cloth clothing caused doubts from consumers, and the enterprise apologized that the products were off the shelves.
