Children’s Clothing Companies Battle for Brand Recognition in China

With the opening of the first Gucci children’s store in Shanghai last week, high-end labels are facing more and more competition in an increasingly crowded Chinese children’s market. In addition to hundreds of Chinese local brands, such as Paclantic, Li-Ning, MetersBonwe and Balabala, international fashion brands Zara, H&M and Gap have opened stores in many major Chinese cities, and dozens of other US and European retailers are planning to move in. According to a recent report on the industry conducted by China Research and Intelligence Co Ltd., there are more than 1,000 brands in the Chinese children’s clothes market.

"The children’s wear market in China is still facing a brand vacuum and lacks dominant brands," said Tian Tao, vice-president of CTR Market Research Co Ltd. "But at the same time, the crowded market is full of opportunities." Chen Dapeng, executive vice-president of the China National Garment Association, said that annual sales revenue from children’s clothing in China totaled 100 billion yuan ($15.54 billion) in recent years.