Childrenswear was not immune to the COVID-19 crisis, albeit the decline in sales was not as significant as seen in womenswear and menswear. A key period for childrenswear is the back-to-school season, with the second semester usually starting in either February or March, depending on when Chinese New Year falls.
The distribution focus of the leading players within childrenswear had a significant impact on how they fared in 2020. For example, some traditional player Annil Co Ltd registered a sharp decline in sales due to its franchise model and strong reliance on in-store sales in physical stores.
Despite the challenges presented by COVID-19, childrenswear continued to outperform womenswear and menswear in 2020. With China’s birth rate continuing to decline in 2020 the population aged 0-14 years also fell.
Most sportswear brands recorded strong growth in childrenswear over the review period. Anta (China) Co Ltd for example entered childrenswear at an early stage, with it being the first domestic sportswear company to recognise the potential of this category.
Despite switching from a one-child to a two-child policy in 2015 China’s birth rate has continued to fall, with this trend set to continue over the forecast period. There are several factors for this, from people choosing to get married and start a family later in life, to people placing more focus on their careers, among other factors.
The adultation trend was starting to take hold in childrenswear towards the end of the review period with it expected to see further development over the forecast period. Fast-fashion brands such as Zara and H&M have already introduced the concept to China, with domestic brands such as Peacebird and Bosideng following suit.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Childrenswear research and analysis database.
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