Children's clothing "big cake" Why fresh people points?

On one hand, international enterprises are rushing to seize the domestic children's wear market, which is seen as a relatively untapped "cake." On the other hand, domestic companies seem less enthusiastic about this sector—some are not eager to share the spotlight, and even those who do enter the market often focus only on children under 10. In the broader "juvenile clothing" segment, however, there remains a lack of serious investment. Some businesses try but lack effort, while others simply ignore it altogether. In theory, an area with insufficient competition often signals potential opportunities. What’s puzzling is that despite the size of this market, few have clearly addressed the underlying issues. What are the concerns of the businesses? What hidden challenges lie beneath the surface? To explore these questions, the reporter conducted interviews with three professionals in the children's wear industry over the past three years. Reporter: Many international sports brands, as well as some top-tier names, are increasingly focusing on China's teenage fashion market. For example, Adidas, Nike, and some Japanese brands are doing well. How do you see this trend? Are you concerned that the entry of these big international players could significantly impact domestic companies? Xu Bo: International brands do capture certain market demands, especially in the sports segment. Their adult brand advantages and the concept of sportswear have attracted many consumers. However, I don't think this poses a major threat to domestic children's wear companies. After all, our target markets are different. We focus more on leisure, entertainment, and comfort, rather than just "exercise." Xie Aiming: The influence of international brands is inevitable, but we also have our own positioning. Their high price points give us a competitive edge in affordability. As you said, “They sell well.” Well, it depends on how you look at it—we can sell two pairs for the price of one international brand. At the same time, the presence of global players can actually push domestic brands to improve quality and standards. Dong Wenmei: Competition drives progress, but the key is for us to find our own strengths and build core competitiveness. We shouldn’t be intimidated by international brands. Our main advantage lies in fashion design—whether it's trendy, sporty, or purely athletic, we aim to suit different occasions. Another strength is culture. Chinese parents tend to value traditional education and aesthetic upbringing. For instance, even if we can afford it, I wouldn’t buy expensive foreign kids' clothes for my child—it's unnecessary.

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