The impact of COVID-19, compounded by the falling birth rate, which showed a steep decline in 2020, has brought uncertainty to the growth momentum of childrenswear. With the third-child policy coming into effect in 2021, the possible changes in family structure and upgraded consumption demand are poised to have a significant impact on childrenswear.
In the context of the declining birth rate, older children and even teenagers are set to become the growth engine and business focus of childrenswear players, given the shrinking population of babies and toddlers. Thus, sportswear brands are already eyeing these older groups and accelerating their deployment of childrenswear in these age ranges.
Childrenswear brands are expanding their online presence, with their entry into new online channels along with the intensifying competition on e-commerce platforms. Livestreaming and WeChat mini programmes are emerging as fast-growing online channels to which brands are turning to increase their online presence further, besides dominant e-commerce platforms.
Childrenswear players nowadays are betting on the functionality of childrenswear when faced with intensifying competition. Manufacturers are responding to parents’ increasingly sophisticated demands with the launch of products featuring enhanced functionality.
With post-90s younger generations of parents becoming the driving force for childrenswear, brands have to be more cautious and considerate with product design when faced with a group of increasingly value-driven consumers who care about the value and concept the brand delivers, which is especially sensitive for children’s products. Domestic fashion group JNBY was caught up in a scandal around inappropriate childrenswear designs in 2021, and the incident raised public attention of the designs of childrenswear.
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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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