On one hand, international enterprises are rushing to seize the domestic children's wear market, as this sector is still relatively underdeveloped and holds a lot of potential. On the other hand, domestic companies seem less enthusiastic about it—either not eager to take part, or at least not making a significant effort. Even among those who do operate in this space, most focus only on children under 10 years old, with limited investment in the broader "youth apparel" segment. The operations in this area remain half-hearted, with little effort or even no investment at all.
In theory, a market with insufficient competition often signals great business opportunities. What’s puzzling, however, is that despite the size of this "cake," few people actually address how to tackle the unique challenges of this market. What are the concerns of businesses? What hidden obstacles lie beneath the surface?
To explore these questions, the reporter spoke with three industry professionals who have been involved in children’s wear production and brand management for over three years.
Reporter: Many international sports brands, including some top-tier names, are increasingly focusing on China's teen fashion market. Brands like Adidas, Nike, and Japanese labels are doing well. What’s your take on this? Are you worried about the impact of these global players on domestic brands?
Xu Bo: International brands do capture certain market demands, especially in the sportswear category. Their adult brand advantages and the concept of sportswear have attracted many consumers. However, I don’t think this is a major threat to domestic children’s wear companies. After all, our target audiences are different. We focus more on leisure, entertainment, and style, rather than just "exercise."
Xie Aiming: The influence of international brands is inevitable, but we have our own customer positioning. Their high price points give us an advantage 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. But from another angle, the presence of big international players also pushes 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 let international brands overshadow us. Our main advantage lies in design—fashion sense, blending style with sportiness, and even pure sportswear. After all, not everything is suitable for every occasion.
Another point is culture. Chinese parents tend to emphasize traditional values and aesthetic education when it comes to their children. For example, even if I’m not financially constrained, I wouldn’t buy expensive international kids’ clothes for my child—it’s simply unnecessary.
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