The Growth Rate Of The Luxury Goods Market Has Slowed Down, But The Baby Market Has Seen Explosive Growth.

China is an important market for luxury goods players to try Baby subdivision.

After several years of development of the luxury market, China's luxury goods have reached the stage of demand differentiation, and the mother infant market is an important subdivision part.

"Despite the slowdown in the luxury market in the past two years, the luxury growth of children's luxury goods in the European market remains 8%~9%."

An industry engaged in high-end baby products agents in Europe said to the first Financial Daily reporter.

Taking Burberry group as an example, its latest earnings report in October showed that in the first half of 2015, group retail sales increased by 3.5% to 774 million pounds (1 billion 190 million US dollars), excluding the impact of exchange rate, and the retail sales volume of the group increased by 2%.

However, the turnover of children's clothing increased by 10%, an increase of 8% on the basis of excluding the exchange rate, much higher than that of other categories.

In the first half of the year, its women's clothing sales were flat, accessories increased by 2%, men's clothing sales were flat, but on the basis of excluding the exchange rate, they fell by 1%; and the sales of cosmetic products increased by 4%.

Wealthy parents hope to continue to show their taste on their children.

"Maybe this one.

Only wear one or two times, such as full moon wine, but these one or two compliments are enough to satisfy the parents.

In addition, the gift market is also an important market area for high-end baby products. "

The people told reporters.

High end luxury brands are trying to seize this consumer psychology and opportunities. In the market of children's wear, quite a number of first-rate luxury goods have been distributed in the baby market for many years.

Despite the economic downturn in 2010, the budget of high-end consumers did not shrink to their babies, which led Burberry to focus on the specific market of children's clothing.

In November 3, 2010, Burberry2010 autumn and winter children's wear product series was officially launched in the major Burberry stores. Most of these children's designs have continued the elegant taste and elements of their adult clothing series, just like the "diminished version" of the Burberry adult series, such as its classic windbreaker, lattice elements, and so on, but the color tone is full of childishness.

Another Italy

Gucci also released its first children's wear series for the first time in 2011. The style also extended the sexy and bold style of the main brand. The product has 8 categories, including jewelry and accessories, from the age of 0-12.

Prices range from several dozen to several hundred euro, slightly below Baby Dior.

Dior (Dior) laid the market earlier. As early as in 1967, Dior was led by the then design director Mark Bohan (Marc Bohan), pushing the Baby Dior to the Boulevard of Montaigne Boulevard in France.

Other luxury brands are also not to be outdone. From Fendi (Fendi), Paul Smith (Paul Smith), Versace, Dujia Banna (Dolce&Gabbana), American brand DKNY, French brand Chloe, Lanvin and other luxury accessories brands not only set up the children's wear sub license, but also constantly expand their children's clothing shop.

With the improvement of quality of life and the improvement of economic conditions, Chinese families have been investing more and more from the stage of pregnancy to the stage of child rearing. From the high level children's club set up a few years ago to the trend of early education, until recently, with the popularity of parent-child reality shows, the requirements for children's clothes and clothes were getting higher and higher.

In addition to safety, comfort, material and other basic requirements, parents are paying more attention to the design and taste of children's clothing.

In December 2012, Gucci opened its first children's wear boutique in Shanghai, Shanghai, China. Its products include children's clothing, children's handbags, children's shoes, children's sunglasses, children's jewelry and baby series. A series of children's accessories and accessories such as Armani's sub brand Armani Junior were born in 1982. Its stores sell all kinds of basic clothing and fashion items from 0 to 16 children.

In the Chinese market, Armani Junior has also expanded to Beijing, Shanghai, Shenzhen, Shenyang, Hangzhou and other cities.

The luxury brand is highly recognized in China because of its adult clothing, so its children's clothing can also be accepted by consumers.

At the same time, there are also some brands in the European and American markets focusing on high-end baby products, such as the French children's shoes brand LePetitFilsDuCordonnier for nearly 150 years, the Spanish bed brand Suommo, the French brand BabyAlpaga, the British brand BelleEnfant and so on.

The difference is that luxury brand children's clothing focuses more on style, while professional high-end baby brands pay more attention to material and functionality.

China has also developed a number of high-end children's clothing brands in recent years.

Local children's wear designer brand Little Mee founder millet mom told reporters that the luxury children's wear line price in spring and summer at 700~3000 yuan, autumn and winter price in 900~5000 yuan; and the average high-end children's clothing in spring and summer in 100~800 yuan, autumn and winter price in the 200~1500 people's money, on the basis of quality assurance, the price will be more close to the people.

In fact

The advantage is that it will take into account the growth needs of Chinese children and adapt and adjust their functionality and practicality.

Xiaomi said that international brands will not be designed specifically for the needs of individual national markets.

When Chinese children are young, most of them are grandparents and grandparents. They like to wear the relaxed waistline, and most of the foreign brand children's clothing will use the adult pants waist.

In China, many kindergartens do not have air-conditioning or heating. Children are asked by their teachers to wear clothes that can be dressed like onion peeling, and more convenient for teachers to take care of themselves. Local brands may be more detailed in function and so on to catch native demand.