According to the World Apparel and Footwear Network, the formal implementation of the “Comprehensive Two-Child†policy has also enhanced the willingness of Chinese families to breed, which in turn stimulates the market demand for the maternity clothing industry. The total retail sales of maternity clothing in China will reach 37.64 billion yuan in 2021, and the compound annual growth rate will reach 13.0% in the next five years. In the future, China's maternity wear industry products will be more and more abundant, and the brand level positioning will be more clear.
In the future, benefiting from the sustained and steady growth of China's economy, the increase in disposable income of residents, the adjustment of national fertility policies, and the concept of professional maternity in the hearts of the people, the maternity clothing industry will usher in a new period of rapid growth. According to Frost & Sullivan, the total retail sales of maternity clothing in China increased from 13.36 billion yuan in 2012 to 20.42 billion yuan in 2016, with an average annual compound growth rate of 11.2%. The total retail sales of maternity clothing in China will reach 37.64 billion yuan in 2021, and the compound annual growth rate will reach 13.0% in the next five years.
The original sales channels of China's maternity clothing industry are mainly offline stores. With the application of technologies such as the Internet, big data and cloud computing, many pregnant women's clothing companies are involved in e-commerce, relying on the power of the Internet to enrich sales channels and tap potential. Customers, create a three-dimensional marketing model that integrates online and offline. The future development trend of China's maternity clothing industry in the future is the following four points:
1. The product line is gradually enriched, and the brand level positioning is clearer.
With the constant changes in the consumption preferences, aesthetic concepts, and purchasing power of pregnant women, the demand for styles and brands has gradually diversified. At present, maternity clothing is no longer limited to traditional forms such as radiation suits, outing suits, home-based casual breastfeeding suits, underwear, etc. The concepts of maternity business wear, casual wear, sportswear, travel wear, and dresses have been launched, greatly enriching Consumers' shopping choices; pregnant women's clothing companies have also begun multi-brand operations, each brand set its own market positioning, for consumers with different levels of purchasing power, brand and style preferences, to achieve precise marketing.
2. The competitive strength of medium and high-end brands will continue to increase, and market concentration will continue to increase.
After more than 20 years of development, the maternity clothing industry has emerged such as October Mommy, Happy House, Huiyi, Tianxiang, Chi Ni and other deeply rooted brands, but most of the brands in the market still have low recognition, and the products tend to Homogenization. According to Frost & Sullivan, the market share of the top five brands in 2016 was only 5.8%.
In the future, with the gradual popularization of professional maternity concepts, the further penetration of fashion trends and the improvement of consumers' purchasing power, mid-to-high-end brands will be more welcomed, the overall competitiveness will continue to increase, and market concentration will continue to increase. On the one hand, many pregnant women's clothing companies are constantly increasing their brand building efforts, while paying more attention to product quality assurance, functional innovation and the integration of fashion elements, consumers are willing to pay a higher premium for these outstanding brands; Along with the overall growth of disposable income of residents, consumers not only pay attention to rational factors such as product design, safety, quality, function, after-sales service, but also pay more attention to the superior and high-end emotional experience brought by brand consumption, pursuing material and spiritual. Comprehensive enjoyment.
3, the industry's overall innovative design capabilities will continue to improve, fashion and popular elements will gradually integrate
With the upgrading of the concept of consumption, the requirements of pregnant women's clothing for young pregnant women have not only been comfortable and functional, but also concerned with product quality, aesthetics and fashion. In the future, the maternity clothing industry will increase the input of innovative design, enhance fabric research and development technology and functional design, and inject more fashion concepts and popular elements to meet the pursuit of beauty and fashion for pregnant women.
4. Sales channels will shift from offline to online and offline.
Before the birth of e-commerce, the traditional retail industry, including maternity clothing, over-pursued the commercial location and the number of stores, which restricted the scale development of the industry to some extent. The rapid development of the Internet, especially the mobile Internet, has brought new development opportunities to the maternity clothing industry. The Internet has the advantages of high efficiency, intensiveness, convenience, wide audience, and no time and geographical restrictions. It satisfies the needs of buyers and sellers for cross-time and cross-space transactions. With the development and application of technologies such as the Internet, big data and cloud computing, there are not only native network brands based on e-commerce platforms, but also many traditional maternity clothing brands have introduced e-commerce sales channels. In the future, the sales channels of the maternity clothing industry will be further shifted to the online, enabling the organic integration and mutual promotion of online and offline.
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