In the series 1 ([Copy to CHINA] series: In the 8 new directions of European and American infant food companies, which one is suitable for China?), We found eight emerging companies that have been favored by capital in the European and American baby food market It also summarized the differentiated play of these eight brands entering the track, hoping to bring inspiration to the growth of domestic brands. After the series was launched, it received a good feedback. Today, the CLUB of the Children’s Research Institute continues this series of exploration. This time we will look at it
100 billion children’s clothing blue ocean market
According to the Euro Rui consulting data, it is expected
In 2024, my country’s children’s clothing market will exceed 400 billion yuan
The huge market must attract many merchants and capital entry. The CLUB of the Institute of Research has previously disassembled the listing process of a domestic children’s clothing company “Yilara” (“The Children’s clothing company” Yilara “, which was seen by Maotai, behind the low gross profit and high net profit). In the process, we found “
At present, my country’s children’s clothing market still presents a “small and scattered” pattern
Essence Compared with the adult clothing industry, there are few strong and widely recognized independent brands in the children’s clothing track. “
As early as the end of the last century, foreign children’s clothing brands formed a more mature model in design, production, sales, and after -sales. How did we play abroad? The second series may give you the answer.
(1) BABYCOTTONS: Use the best cotton in the world to make children’s clothing
Babycottons was founded in 1999 by Maria Paz de La Piedra. It began to enter the international market after being acquired by the Vierci Group of Paraguay in 2011. In 2018, LVMH Group’s largest consumer goods investment company L Catterton jointly Latin America’s lifestyle and women’s clothing brand Grupo de Narváez, a shareholder of Rapsodia, acquired.
Babycottons mainly provides various clothing, accessories and toys for babies and children aged 0 to 8. BABYCOTTONS pays attention to providing high -quality products,
Using the best cotton in the world -PIMA pimple cotton produced in northern Peru
Make clothing such as clothing and children to ensure the safety of infants and children in contact with the surrounding environment.
At present, BabyCottons has more than 30 direct -operated stores and franchise stores around the world, distributed in Argentina, Peru, the United States, Colombia, Paraguay and other places.
(2) CUB MCPAWS: core products do not contain chemical substances
In December 2018, the “CUB MCPAWS” headquartered in Mumbai was established by ABhay Bhat and Kinnar Shah. According to foreign media reports, it received $ 800,000 in round financing in 2018.
The company has created a DTC brand to provide high -quality and comfortable clothing products for the new generation of children. Because many staff members of the company have been parents, they know that it is crucial to know that it is comfortable to make children feel comfortable. This is also reflected in their ingenious designs and the choice of high -quality materials.
At present, “CUB MCPaws” products include “Magic T -shirts” and “Terra”, which is a 100 % organic clothing without chemicals. The startup said that even during the popular period of COVID-19, its sales volume also showed a 50 % month-on-month growth.
(3) MORI: Use natural sustainable materials
Mori was founded in 2015 and announced in 2019 that the GUINNESSSET Management led by 4 million pounds of A round A financing led by.
MORI, headquartered in London, provides soft high -quality clothing for newborn to 4 -year -old children.
All clothing is made of natural sustainable materials such as organic cotton and bamboo fiber
And product design aims to let infants and parents sleep at ease every night.
Perhaps because of the natural and sustainable brand concept, although MORI’s establishment time is short, the product has quickly become “parental must” and “gift gifts”. Kim Kardashian, Louise ROE, Chiara Ferragni and many other stars and KOL have also become brands. Fans.
(4) Uniqlo: “Black Technology” extend children’s clothing series
Uniqlo does not need to introduce more. In its children’s clothing series, a technology fabric has attracted our attention.
Uniqlo HEATTECH warm underwear series uses fiber to convert the water vapor of human evaporation into thermal energy, and then locks the heat in the air layer of the fiber gap to exert its lasting thermal insulation effect. Life scene. Since its inception in 2003, it has made warm underwear with light and heat -locking thermal insulation function, so that warm underwear is light, comfortable and popular, and become popular.
On average, one piece is sold per second, and global sales exceeded 1 billion pieces
Popularity Black Technology.
Uniqlo has also extended this black technology to its children’s clothing series. A Heattech black technology warm clothing children’s clothing is in Taobao flagship store
Monthly sales can reach 10,000+
This kind of fabric can make children feel comfortable when wearing or matching jackets in a cold environment, bringing more winter fun to those lively and active children. It is also expected to be welcomed.
(5) Rockets of AWESOME: quarterly distribution mode
Online children’s clothing brand Rockets of Awesome was founded in 2016. In 2019, a $ 19.5 million Series C financing was completed, including US $ 12.5 million invested by Foot Locker, the largest sneakers in the United States.
His operating model is to choose the child’s favorite style on the website after registering, and does not need to pay the fee and freight. The user uses quarterly to pay for the clothes left and send it back.
In fact, it is not uncommon for subscribing e -commerce, such as Stitch Fix, Trunk Club, etc. Although it is also a subscription service, Rockets of Awesome is by no means a copy of other adult clothing ordering websites. What they sent to users is not the brand’s clothes selected by the parents, but
The company produced by itself
And they said that there is no one in the two boxes that are exactly the same.
And Rockets of AWESOME’s clothes are not expensive. Each one is between $ 12-36, which is much lower than physical stores such as Gap Kids, Lands End, L.L.BEAN.
(6) Kidbox: Big data “Guess you like”
The children’s clothing platform Kidbox was founded in 2015 and received $ 15.3 million in Series B financing in 2018. Leaded by Canvas Ventures, investors include HDS Capital, Estee Lauder, Century 21 Department Stores, etc. The funds will be used for technical infrastructure, data teams, own brands, customer acquisition strategies and marketing. So far, Kidbox’s total financing has reached $ 28 million.
Similar to the operation mode of STITCHFIX, a women’s clothing company, KIDBOX first allows parents to fill in the child’s personal information on the webpage, such as age, size and style, color, style preference, etc. “Box”, including basic styles such as T -shirts and denim clothes, the total price of the entire box clothing is less than $ 1,000. Users do not need to bear the cost of matching and postage. There is no responsibility to refund the dissatisfaction items. If you buy a full set of clothing in the box, KidBox will donate a new set of clothes to charity.
Parents take their children to the mall to pick up clothes and work hard, and at the same time to ensure quality; children grow fast and change their clothes; for this tedious and complex clothing process, Kidbox tries to solve this problem. In response to the style of children’s dressing, Kidbox said that it will match the comprehensive information such as children’s information, past order records, and geographical location based on parents, and combine the opinions of algorithms and stylists.
(7) Dopple: Provide fashion member subscription services
Dopple was founded in 2017 by Janel Molton Hertz and Chao Wang. It is headquartered in New York. It provides children with children’s fashion members to subscribe for children’s fashion members to reshape parents to buy clothing for their children. In April this year, Dopple completed the seed wheel financing and raised $ 9.8 million.
Dopple provides children with “Dopple Drop” children’s clothing customization services every quarter. Parents can first fill in a questionnaire to determine the child’s dress style and size, and then pay the $ 10 service fee. Parents have 7 working days to choose their favorite clothing, and they will receive clothing after one week after choosing. After trying on, parents can choose to leave and pay, and then return the products they do not like.
Dopple platforms provide end -to -end logistics and marketing support for more than 200 brand partners, including brands such as Bonpoint, Stella McCartney Kids, Petit Bado, and Janie and Jack. In the past two years, dopple
It has achieved rapid development at a rate of 5 times a year
Dopple co -founder Janel said, “In the past ten years, the millennial generation has changed the clothing industry, and the sales of traditional department store retailers have decreased significantly before the outbreak. Business, request
Better and more personalized experience
Investors said, “We want to invest in Dopple, even if it is in the early stages of development. The three key signs of Dopple in the retail industry are: high customer retention rate, deep brand assets, unique efficient modeling algorithms . Coupled with the advanced logistics, Dopple can quickly deliver the appropriate products to the customer. “
(8) Primary: Create basic models, look at the repeat purchase rate
Founded in 2015, “Primary” was co -founded by the two veterans of the American baby product website DIAPER.com and Galyn Bernard, which received $ 19.8 million in Series B financing in 2018. The two had cooperated with Diapers.com (now a belonging to e -commerce giant Amazon) for four years. According to CEO Bernard, their thoughts are to allow consumers to buy children’s clothing easily like buying urine.
For a children’s clothing brand, it is children who wear clothes, but they are actually parents. The current situation of high gender differentiation in the children’s clothing market seems to be unable to meet the needs of a new generation of parents. Primary seized such a gap and distinguished from other competitors in the market.
On its website
Only sell solid color basic models
There is no pattern, no label, and also
No gender characteristics
Essence CEO Galyn Benard said that unlike other children’s clothing concepts, they do not pay attention to styles and trends. For parents with limited time, basic models can allow them to complete the purchase quickly.
The repurchase rate is the point of Primary.
(9) RAGS: Patent neckline design creates super brand appeal
Established in 2014, RAGS is headquartered in Utah, USA, and received a second round of seed investment of $ 1.5 million in 2018. The company’s total seedling financing reached 3 million US dollars.
According to the data, the founder Rachel initially established the company to sell her clothing she made for the children. Because the founder’s husband was studying graduate students, the family was very poor, so she began to sell her clothing she made for her children to make up for her family. Unexpectedly, the sales speed was very fast, allowing her to realize that she could make a living by creating and selling children’s clothing.
As a toddler’s mother, she hopes that the children’s children’s clothing is fashionable, comfortable and functional. I believe that most novice parents are afraid of trouble. Most children’s clothing on the market is complicated. Therefore, she aimed at the market gap and seized the needs of user needs. Brand RAGS.
Patent Rags neckline design
It is well -known, there is no button or zipper in this neckline, but it can be worn and removed freely, which is very convenient.
RAGS releases a new limited edition design every week, and each style is unique. With this fashionable, comfortable and convenient design, RAGS is loved by parents and children. With a group of loyal fans, usually the new products are snapped up within a few minutes after the release. If it is discounted, fans will even buy it overnight. Every week, RAGS releases a new limited edition clothing.
Some investors said,
RAGS has a solid brand appeal
Fans’ willingness to repurchase is also very strong. Few brands can establish such a deep connection with the fan community like RAGS.