The consumption of parent-child life continues to grow, and the performance of Govan children's clothing is outstanding

At the end of the year, the parent-child life industry will release huge consumption potential in 2023, among which the children's down jacket brand Govan Kids will be particularly eye-catching.

It is understood that this Double 11 and Double 12, Govan Kids' e-commerce omni channel children's clothing increased by 150% year on year. As a brand of Douyin 1000+high-end children's down jacket, Govan Kids dominated the list of the most popular Douyin children's leisure down jacket Top1, and the topic reading of the challenge continued to exceed 240 million. The Double Twelfth Festival, together with the "New Season and New Day on the Christmas Day of Diaoyin", sold 130 million yuan, becoming the champion of Diaoyin children's clothing in 2023, and emerging among a number of parent-child brands.

What's more, Govan Kids has become a hot topic in the live broadcast room. It is reported that in December alone, the brand achieved a sales performance of 20 million yuan in New Oriental's live broadcast room, while the Double National Day in Batu's live broadcast room achieved a high performance of 26 million yuan, and many well-known anchors cast olive branches.

Some insiders said: the good performance of Govan Kids also shows that consumers' demand for high-end children's down jackets is not saturated. China's high-end children's down jacket market is still in the dividend period, and there will be a large market space in the future.

Gaofan Battle Report

Consumption concept "intergenerational change", the market space of parent-child life industry is huge

In recent years, with the development of modern market economy, consumer demand has also become more diversified. The "Generation Z" group, represented by the post-95 and post-00 generation, has gradually entered the age of marriage and childbearing. The new generation of parents have new ideas about the consumption concept and consumption habits of mother and child and the parent-child market.

According to the data of Ai Media, China's maternal and infant consumption market will reach 5750.7 billion yuan in 2022, and is expected to reach 7629.9 billion yuan in 2024. The continuous expansion of the market scale of the maternal and infant consumption industry provides a good opportunity for the development of the parent-child life industry.

Not long ago, Douyin released the War Report on the Whole Cycle of the Double Tenth Day Good Material Festival. The war report showed that the total GMV of the category of "parent-child life industry" increased by 70% year on year during the Double Tenth Day, and the number of millions of explosive products increased by 108% year on year; The GMV of Tiaoyin Mall increased by 779% year on year, and the number of payment users in the Mall increased by 525% year on year.

Industry insiders' analysis: from the growth figures of the industry market, the parent-child life industry has huge potential. The entry and competition of many brands also show us the attraction of this cake. From the perspective of consumers' purchasing power, today's parents love to buy things for their children, and the price is no longer an important standard for them to choose products, and their expression of personality has gradually penetrated from self-expression to high requirements for children's clothing, food, housing and transportation.

Take Gofan children's clothes for example. At present, most of Gofan Kids' products are priced at 900~2000 yuan, and even some styles are priced at about 3000 yuan. Even at such high prices, they often face the dilemma of "selling out". Mulan, the person in charge of Govan Kids, said: "There are many exquisite mothers on Tmall and Tiaoyin platforms. When they buy children's down jackets, the first attribute they emphasize must be the functional attribute. This group is willing to buy better products for children and have a better experience. The cost of imported goose down clothes is 300-400 yuan, especially without peculiar smell, which is very important for mothers. "

"This also requires us to always pay attention to the supply and demand relationship of the market. When consumers begin to notice you, recognize you, and have a better reputation, you will find that the children's middle and high-end down jacket market is not satisfied. From April to September, our sales target was more than 200%, so that we began to run out of goods in October, otherwise, our total sales should be higher. ”Mulan said.

Aim at goose down track and lay out vertical subdivision fields

The barbaric growth era of "striving for increment" ended, and all brands are looking for new opportunities. From the perspective of BCG, a world-famous consulting company, there will be greater opportunities for structural improvement of China's apparel market stock in the future. Enterprises will have local opportunities in the market, and growth opportunities will fall on the track segments.

Just like this, in 2022, Govan Kids found the right opportunity, carried out a transformation of "targeting opportunities", and repositioned a race track for brand products. It is reported that Govan Kids has given full play to its own advantages to locate a goose down track in the down jacket race track, fully activating the differentiated core competitiveness and meeting the specific needs of consumers.

As for why she sticks to goose down jacket, Mulan said: "The era of duck down jacket dominating the down jacket market for a long time has gone forever. If the market share of the whole down jacket children's wear market is 30 billion, it may have been 29 billion duck down products and 1 billion goose down products in the past, but with the upgrading of consumption, goose down products will continue to seize the share of duck down products in the future. If it can occupy 30%, it will be a considerable market share of 9 billion. "

Professional analysis: "The really high-end down jacket should be goose down, because goose down jacket is lighter, warmer and more comfortable than duck down jacket. At present, many high-end brands, luxury brands and even luxury brands of down jacket in the market have very high prices, but they are still reluctant to use goose down. Goose down jacket is the unique differentiation of Gopher brand. The world's only professional brands focusing on goose down jacket are Moncler and Gopher, while in China, there is only Gopher. Focusing on the goose down jacket track is also the key for Gopher to win the competition in the high-end down jacket market.

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For example, the limited version of Longteng series goose down clothing for the Year of the Dragon launched by Govan Kids uses large high-quality goose down with a fluffy degree of more than 700, with a cashmere content of up to 90%. At the same time, each goose down has been repeatedly cleaned by functional technology and killed at high temperature, reaching a cleanliness of more than 1000+, which is far higher than the national standard. The odor and allergenicity are almost zero.

The unique fashion design is also popular with refined mothers and children. In terms of product design, Govan Kids has also done a good job. For example, the sports series (championship series) endorsed by Tian Liang and his daughter Cindy are eye-catching. Compared with other down jackets, it adds sweat wicking and breathable designs. In addition, in December, the final launch of the Gaofan Aurora series by Ding Jie, the Winter Olympics design master, also caused mothers to buy wildly.

Many mothers said that Govan Kids' goose down clothes are really planted with grass. Once they bought them, they would recognize this brand. This also ensures once again that the deep cultivation of a subdivision track will never end, and the fabric, technology, design, etc. will always keep improving. The constant pursuit of Govan Kids in these aspects will finally make the goose down clothes present a luxury quality experience.

In terms of market reputation, Govan Kids has also made remarkable achievements. For example, in 2022, Govan Heijin series will have the top praise rate of Tiaoyin down jacket, the top sales list of Tiaoyin high-end down jacket, and the top sales list of Tmall's big brands. More interestingly, the score of Tmall and Tiaoyin stores of Govan Kids is 100, which is difficult for other brand stores to achieve. "Our vision is to become a representative brand of children's goose down clothing. When consumers mention Govan Kids, they will immediately reflect that we are a high-end goose down clothing brand. On the contrary, when referring to goose down clothing, consumers will immediately think of Govan Kids.

The success of Govan Kids is not only the growth of sales figures, but also the improvement of brand influence and the expansion of market share. Mulan, the person in charge of Govan Kids, said: "Our vision is to become a representative brand of children's goose down clothes. When consumers mention Govan Kids, they will immediately reflect that we are a high-end down clothes brand, a brand dedicated to children's thermal technology, and born to protect the warmth of children. Conversely, when it comes to goose down clothes, consumers can immediately think of Govan Kids." Industry insiders believe that this strong brand strategy has undoubtedly laid a solid foundation for the future development of Govan Kids.

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