China'S Children'S Shoes Industry Is Facing The Pressure Of Foreign Brand Competition.

Just past the "61" children's day, parents inevitably spend more money on their children.

The general consumption behavior is converging to promote the development of children's industry.

Children's industry has been developing in China for more than ten years, and has already begun to take shape.

Zhang Yuanmeng, director of the China children's Industry Research Center, said: "we estimate that the scale of the whole industry is roughly 1 trillion."

On average, each child consums 5000 yuan a year.

National Bureau of statistics, China

Statistics released by the research center showed that about 16 million newborn babies were born every year from 2007 to the end of 2011.

At the end of 2011, there were 195 million 265 thousand and 300 children aged 12 and below in China.

The huge population of children is the basis for the development of children's industry and the driving force for the development of children's industry.

Zhang Yuanmeng said that the size of the children's industry is around 1 trillion, although it is difficult to calculate, but it should be closer to reality.

In Zhang Yuanmeng's view, China's children's industry has really been formed around 2000. The field of children's industry is very extensive. The consumption of children in families is difficult to separate from the whole family consumption.

In addition, because of the complexity of China's consumption level, the difference between urban consumption and rural consumption, and the difference between high school and low end consumption are relatively large.

"The reason is that the scale of 1 trillion yuan is the market research conducted by the China children's industry research center. It also weighed with some other institutional data and some entrepreneurs in the industry."

Zhang Yuanmeng said that China's population aged 12 and below is about 200 million, and 1 trillion of the industry is equivalent to an average annual consumption of 5000 yuan per child.

However, Zhang Yuanmeng also believes that for the enterprises in the children's industry, giving specific figures is of little significance.

"More often, we give data meaning that each enterprise can find its own niche in the data, but on the other hand, the data obtained from the market segmentation may be more accurate from the data itself."

Children's consumption demand stems from six major consumer behaviors

What are the major sectors of the children's industry?

According to the introduction, at present, traditional industries in China are divided into producers, such as manufacturing, commodity circulation, business services, etc.

The children's industry is based on the consumer dimension. The six major consumption needs of children's "eating, wearing, using, teaching, playing, and medicine (Liao Baojian)" are the starting point and the main research object of the research on children's industry.

The comparison of children's consumption demand and children's industry released by China children's Industry Research Center shows that the development of children's industry has been developed from the beginning of daily necessities to medical, education, books and so on.

The scale of the 31 children's industrial companies that have been listed also reflects this.

Among the 31 listed companies that cover children's food, supplies, education, books, toys, animation, online games and medical care, there are 7 food companies, all of which are infant and infant formula manufacturers, including Beingmate, joint health, Ashley, Shengyuan international, Daqing dairy, Ausnutria and Feida dairy.

The top second listed companies are toys, including 6, while 5 are listed on education and daily products. There are 3 listed companies in the book, 2 in anime, 2 in Austria, and 2 in medical treatment.

In addition, there are many enterprises in the IPO declaration stage recently, including dazzle communication, Hong En education, Maison culture, blonde rabbi (supplies), pig pig (supplies) and so on.

{page_break}

According to the introduction, through the development of more than ten years, the children's industry is no longer a low threshold, pediatrics and opportunistic "casual" business.

At present, the domestic children's consumption enterprises are facing the opportunities of market expansion and the challenge of foreign capital brand competition.

The brand of traditional foreign consumer goods, such as Disney, has long been popular. A company occupies a large share of the clothing, toys, books, education and other supplies market.

The domestic consumer goods companies, after more than a decade of development, have only 31 companies that are bigger and stronger to be listed. They also concentrate on their respective fields and seldom cross businesses.

Data from the China children's Industry Research Center show that in addition to health care and education, the vast majority of industries in the children's industry are non monopolistic competitive industries.

Because of this, full competition has made the children's industry "look beautiful and hard to do".

In recent years, the combination of children's industry and capital market is becoming more and more close. Whether private or IPO, the number and type of financing enterprises are increasing.

China children's Industry Research Center's report shows that in the past few years, investors in the Internet industry are optimistic about investing in mother and child Internet, and investors in the cultural industry will invest in the animation industry.

In recent years, investors have begun to systematically understand and value the potential of children's consumption, and are willing to follow this consumption value chain to make investments.

"The development of children's industry in China is late, and the number of listed companies is relatively small, so there are fewer successful cases to be referred to."

Zhang Yuanmeng frankly said that in the immature industry of children, the investment value of children's industrial listed companies is generally seen mainly from the perspective of demand and supply.

First of all, look at the development of the whole economy, consumption ability and personal disposable income. The second point is the choice of adult consumption, the direction of consumption, and the willingness to consume. The third point is to see the changes of overseas formats, consumer and industry. The fourth point in China is to look at the rural areas from the city, and look at the second tier cities from the first tier cities, because this mode and products are gradually sinking.

Zhang Yuanmeng said that in specific industries, there are more investment targets in terms of education, health care, entertainment, consumption and so on.

"Since the size of China's children is very large, if a company specializing in the production of children's necessities is bigger and stronger, its scale is likely to exceed the famous brands such as Johnson and Disney."

Xiong Tianen, Bank of China International Investment Consultant, believes that although Disney and Johnson are global companies, even with the size of China's population, even if the company concentrating solely on the domestic market, it can still achieve good results.

Xiong Tianen believes that compared to education, animation, online games and other emerging children's industries, the traditional value of investment in children's food and goods manufacturing industry may be higher.

Xiong Tianen said: "the most important demand for children is survival needs. People can not play online games without watching anime, but they can not eat or not.

The market for children's products and food is all over China, but the market for emerging industries may be only developed urban areas.

In addition, Xiong Tian also believes that the safety of food and supplies will be an important factor restricting the development of children's industry.

Xiong Tianen said: "the problem of milk powder, children's clothing and problem toys has not been exposed for one or two times. If an enterprise can not keep the bottom line of morality, it will be impossible for them to become bigger and stronger."