The business club reported on March 24th that a new round of “Nuggets fever” in children’s clothing was in full swing, carrying too many hopes and expectations. However, how many people can calmly think and lay out?

First-line brands are not afraid of high prices. “My little daughter is a year and a half. From birth to now, it costs no less than 300,000 yuan. For example, I go to Hong Kong every month to buy her milk powder, food, toys and clothing. Buy food and clothing when you go abroad.” Parents complained that they couldn’t afford to do it, but they willingly paid a lot of money. Li Hong is a young woman who is not young, but it represents some of the mothers' "to give her the best" consumer thinking.

In China's first and second-tier cities, mothers like Li Hong are not uncommon.

At the Armani counter of the Hangzhou Tower Children's Clothing Mall, a guest picked two sets of children's clothing for fall/winter models. The total price of a ticket business was as high as 25,000 yuan.

“The price of luxury children's wear is very high, which is several times or even ten times more expensive than that of regular children's clothing brands.” The head of the Hangzhou Tower Children's Shopping Mall stated that Dior's sweater costs 3,000 yuan, if you buy a set of spring Summer dress, 5,000 yuan is only in the middle level, if it is winter clothing, basically will spend 7000-8000 yuan.

The staff of the shopping mall has estimated that the average customer price of a luxury brand is more than 5,000 yuan, which is more than 10 times that of an ordinary brand, and the maximum customer unit price is 25,000 yuan. Such data is unexpected for a person in charge of a children's shopping mall.

In April 2010, Armani, D&G, Kenzo, Ferre, Trussardi, Byblos, and Mikihouse settled in Hangzhou Tower Children's Plaza one after another. At the time, people were still worried that “the price was too high and the guests did not accept what to do.” So they took the form of an integrated store. The three counters have an area of ​​about 200 square meters.

Seven months later, Hangzhou Tower Children's Mall was adjusted to Building B7. Luxury brands added Dior, Diesel and Burberry in the United Kingdom and Shirley Temple in Japan. The number of counters increased to 5, and the area was doubled.

“From April to November, sales of 7 brands such as luxury children's clothing Armani can already account for 13.6% of children's store sales, and each month's increase is rapid, taking Armani children's wear as an example, although the number of sales Not comparable to other counters, but because of the high unit price of customers, sales can often be ranked 5-6 in the rankings.

According to the person in charge of the mall, they tried to introduce Burberry children's clothes a year ago, but the other party has been hesitant until they saw sales of other big-name children's wear in recent months. The British headquarters decided to open the counters. .

In addition to being beautiful, luxury children's clothing has another feature that is favored by wealthy Chinese families. Children always like to put clothes or shoes in their mouths. For safety reasons, parents would rather buy expensive items.

Second and third tier brands are also raising prices. The high price of luxury brand children's clothing is inevitable, and in some domestic popular department stores, the price of branded children's clothing has also been rising all the way in the past two years.

At the second floor of Bao Daxiang, Nanjing East Road, an Eland boy's down jacket was priced at 988 yuan. The girl's embossed down jacket was sold at 1,288 yuan. Even after participating in a promotional campaign of 300 yuan or 100 yuan, the price still reached. 888 yuan, and a child's cotton clothing Levis'', but also more than 900 yuan.

In ONLY, AzonaA02 and other fashion brand stores on the first floor of Bao Daxiang, the price of a long pink lady down jacket in ONLY is only 848 yuan. After participating in 50% discount, it only needs to pay more than 400 yuan, and A02 is short. Down jacket price 1080 yuan, cheaper than some children's wear down jacket.

"Children's wear brands in shopping malls are not only high in price, but they are also unable to keep up with discounts for adult clothing when the end of the season is cleared." An industry insider said.

The source said, "Every time before the mall engages in activities, the 500 yuan will be used to send a 300 yuan voucher for the full 500 yuan. Many women's brands will have to pay a discount or a 60% discount or a 70% discount on this basis. Hit 4 percent off, but children's wear basically hits 20 percent off, 10 percent off, and cumulative coupons. Discounts are less than women's.”

In Bao Daxiang Shopping Mall, Nanjing East Road, despite the mall’s slogan of “as low as 20%,” the general discounts for children's clothing brands in shopping malls are between 70% and 20%, and the discount is not great.

Not only shopping malls, as the now popular store, the price of branded children's clothing is also singing all the way.

"Winter children's wear prices have risen at least 35%, including warm clothing, jackets, pants, shoes and all winter clothing." Mr. Ma, a general agent of a children's wear brand in Shandong, said that he has done 13 years of children's clothing business, never encountered winter clothing Such a large increase. When the down jacket entered the first batch of goods in 2010, the price had been increased by 35% from the previous year. When it was replenished in October, the price of each down jacket was increased by 20 yuan. Each replenishment price will be raised.

Ms. Yu, the manager of the Teng Yue rabbit children's clothing store, also stated that an ordinary sweater in 2010 must be between 80-200 yuan. "I made a total of three shipments from October to mid-November 2010, and each time I paid a price One increase, each time is 5-10% growth." High prices naturally have reason "children's clothing and adult markets are not the same, such as young women are facing consumer groups between the ages of 20-35, age span 15 years, and At the beginning of the listing, the gross profit rate is very high, but the children's clothing is not the same, for example, for 0-2 years old, 2-4 years old, the targeted consumer group is much narrower, the production scale is small, can not reach a certain amount, the cost is difficult to drop It is impossible to offer promotions with ultra-low discounts.” Qi Xiaozhai, director of the Shanghai Municipal Center for Business Economics, explained to reporters that the high price of children's clothing has some truth.

Qi Xiaozhai analyzed that although the fabric of children's clothing is only 2/3 or even 1/2 of that of adults, the price reaches 80% or even higher for adult clothing, but it has various costs such as design cost, cutting, processing, marketing, and transportation. However, they are all the same as adult costumes.

Fuyue You Brand Marketing Department also admitted that: "Good brands from the choice of materials, processing, testing, all aspects of the cost of higher than adult clothing, to infants and young children with the choice of materials on the more particular about the choice of materials. For example, the industry companies The selected Xinjiang premium cotton has a much higher cost than ordinary cotton; for example, printing and dyeing, taking into account the color fastness and safety of textiles, we will use a dyed cloth, first dyeing a single thread, and then weaving Cloth, not a whole piece of white cloth, adds to the cost."

At the same time, the increase in cotton prices in 2010 caused the price of cotton yarn used in winter clothes to almost double, from 18,000 yuan/ton last year to 33,000 yuan/ton. In addition, down prices, freight, labor and other price increases are also driving the price of children's clothing.

In addition, “there are no poor children”, reflecting some parents’ attitudes toward children’s consumption. "For children," buy high-priced foreign brand-name milk powder at high prices to buy high-priced toys and children's clothing. Parents can admit that they are not as good as people, but if the children are ridiculed in kindergartens or schools because the consumption level is not as good as other children, this is something that most parents cannot tolerate. Parents complained that it was difficult to bear, but they willingly paid a lot of money.

Of course, the “price increase” is always unpleasant in the eyes of consumers. Although most enterprises have adopted a pattern of shifting the product and supported the “price increase” from the material form of the product, the low price is still the mainstream demand of consumer terminals. . “Rising prices” have given birth to and boosted the birth and development of new business forms, of which the most dazzling is the explosive development of “online shopping”.

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