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Luxury "Small" Business

2011/9/14 16:15:00 34

During the opening season of September 1st, parents were buying books and stationery for their children and sending them to school happily.

As long as there are children in the family, the demand for children's clothing will continue to exist.

High-end

Children's wear

And children's products market is like a cheesecake that is incomparable and tempting. Everyone wants to eat.

PaulSmith, one of Britain's most successful designers, has just launched his first children's clothing series, PaulSmith Junior.

Fendi has also recently unveiled the mystery of its high-end children's wear line.

veil

。

"My little daughter is one and a half years old.

From birth to the present, this baby has spent about 200000 yuan.

These expenses are used to go to Hongkong every month to buy her milk powder, food, toys and clothing, not including the nursery she has just decorated for her, playing there, and she will not get hurt anyway, crawling or falling down.

Li Junhong (homophonic) is a young mother.

Her eldest son is 15 years old and her husband is in the top 500 companies in the world.

High-level

The company is also a Hong Kong listed companies.

Four of their families live in a luxurious neighborhood near the seaside in downtown Shenzhen, where each duplex apartment faces the sea.

Speaking of the two children, she had some feelings: "when my oldest son was born, I was in the state owned enterprise, and his father was an ordinary employee in a foreign company."

At that time, the cost of childbirth was reimbursed by the unit. I chose breastfeeding, and my son's clothes were made smaller by the clothes we wore. The toys were donated by other colleagues and friends.

In the past 15 years, great changes have taken place in the cities we live in, and so have our lives.

A mother like Li Junhong is not uncommon in Chinese cities.

From infants and young children, they try to buy the best food, clothing, toys or school things for their children, hoping to prevent them from losing at the starting line.

"Who is the new consumer group of luxury goods in China?

Those who are born in big cities and have good economic environment are infants and teenagers.

Their parents may be the target consumers of luxury goods, but they are more willing to spend money on their children.

Wang Depei, vice president of China Economic Restructuring Research Institute, and director of Shanghai Fu Kha economic forecasting Institute.

In fact, many brands and designers, from Christian Dior, Bur-berry to Ralph Lauren, MarcJacobs, have been designing and producing mini fashion for many years.

Among them, Burberry's children's wear is a mature brand of children's wear line, and Philip Lim Kids, LittleMarcJacobs and so on are also the leading brands in the sales of famous brand children's clothing.

But in the past two years, in the economic downturn, the rich have not reduced their buddies to their children, which makes more and more fashion brands start to focus on children's clothing and children's products.

"I don't think this is a sudden trend. After all, the market of the luxury children's wear industry has been growing for the past 10 years," said LindaMcLean, fashion director of Junior, the world famous child care magazine.

And in the children's clothing industry, the gift potential is very huge. At present, people want to use luxury goods as children's gifts, the trend is more and more obvious.

They want to show how special their gifts are. "

Whether it's for personal use or for giving people, beautiful brand children's clothes are always good and popular.

This explains why so many luxury brands continue to "encroach on" children's clothing industry.

According to professionals, it is estimated that by 2015, there will be more than 4 million 400 thousand households in China's urban affluent families.

These wealthy families will "cultivate" a large number of new generation of luxury consumers.

Since April 2nd this year, Dior children's wear (BabyDior) has opened a shop in Shanghai's Hang Lung Plaza, and more and more brands have begun to enter the Chinese market.

"Luxury children's clothing is several times or even more than ten times the price of the ordinary children's wear brand." the director of Hangzhou Tower children's Mall said in an interview with the media: "Dior's sweater is priced at more than 3000 yuan, and the price of winter clothes is between 7000 yuan and 8000 yuan.

According to the statistics of the staff in the shopping mall, although the number of these fashionable brands is not as good as that of the ordinary brands, the sale price always occupies the front position because of the high unit price.

Many Chinese parents have a conspicuous consumption mentality when they buy children's luxury goods.

"After competing for luxury goods such as real estate, cars, watches and watches, more and more wealth groups began to compete with each other for the next generation.

In addition, luxury children's clothing has another feature that is favored by wealthy families in China.

"Children always like to put their clothes or shoes in their mouths. For safety reasons, I prefer to buy expensive things."

Cashmere clothing, safety material and customized shoes are the most popular products in top class children's clothing.