Luxe.CO Intelligence, the fashion industry research institute under Luxe.CO has been closely tracking the global children’s wear industry for years. Drawing on targeted studies of mid-to-high-end consumers, analyses of key global brand cases, and in-depth dialogue with stakeholders across the sector, the company has officially released its exclusive research report, “China Children’s Wear Market Insights,” totaling 95 pages.
Against the backdrop of demographic changes, the Chinese Mainland children’s wear market is entering a transformation and upgrade phase, shifting from “quantity” to “quality,” and showing remarkable vitality.
At the recent Luxe.CO-hosted seminar “New Demand and Market Opportunities for China’s Children’s Wear,” one investor remarked: “Although the birth rate is declining, you could also see refined parenting as a dividend, because the new generation of parents is investing heavily in quality living.”
The market’s resilience and vast potential are reflected in the performance of leading brands:
In 2024, Balabala recorded revenue of RMB 10.268 billion (USD 1.43 billion), a 12.8% year-over-year increase, with its share of Semir Group’s total revenue surpassing 70% for the first time. Balabala has maintained the top market share in domestic children’s wear for years. In its financial report, Semir wrote that the children’s wear sector is in a stage of prosperous growth and is one of the fastest-growing segments in apparel.
In December last year, ANTA Kids officially announced an annual GMV of RMB 10 billion (USD 1.39 billion), becoming the first brand in China’s sports industry to see its children’s business break the RMB 10 billion mark. Behind ANTA Kids’ success, both major domestic players and international sports giants are stepping up their investments in the children’s sportswear market.
The report features case studies of global luxury childrenswear brands, leading international brands, and top and emerging Chinese players, offering an in-depth look at new consumption trends in the childrenswear market:
The new generation of parents and children is reshaping industry standards together. These parents have mature brand awareness, seek higher quality and more contemporary aesthetics, and are more willing to respect their children’s choices. At the same time, children are developing an independent sense of style. Parent–child relationships are taking on a new form: children decide, and parents buy.
The mass market for sports and outdoor children’s wear is booming. From ANTA and Xtep to Nike, traditional sports brands have all posted significant growth in their children’s wear business. At the same time, a wave of emerging sports brands such as moodytiger is rapidly gaining traction by digging deep into niche categories and usage scenarios to create differentiated products.
New consumption scenarios for children’s wear are emerging constantly, especially in specialized niches. From cycling and tennis to more advanced needs like trail running and rock climbing, and even high-end, niche sports like golf and skiing, specialized sports contexts are becoming increasingly active.
Material innovation remains a core pillar of product strength. In recent years, from luxury houses to new-generation labels, brands have focused on the twin priorities of safety and comfort, driving material innovation and setting higher, more contemporary standards for safety, comfort, and functionality in children’s apparel.
Despite the strong growth of the Chinese Mainland children’s market, brands face several core challenges:
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How can they capitalize on their own opportunities in an increasingly crowded sports and outdoor segment?
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How can they keep focus while exploring more niche scenarios?
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How can both established and emerging brands break through scaling bottlenecks?
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With mall shoppers eager for new brands, how can they meet the demand for buying both adult wear and children’s wear in the same store?
Brands featured in the report include:
Brunello Cucinelli | Loro Piana | Youlan | MorganDaDa | American Vintage | Nest Designs | First Flag | ArborTree
Nike Kids | ANTA Kids | FILA KIDS | Descente Kids | chopiyopi | moodytiger | OPEN VIEW | ACMEITEM | Dodopoli | Swift
Najue | Nest Designs | Maogouyu | chopiyopi | papa | mipo | Balabala | T100
MINI A TURE | MarMar Copenhagen | Milkbarn | MorganDaDa | Louis Vuitton | Thom Browne | Jacquemus | Petit Sézane | H&M Adorables | MIKI HOUSE | familiar
onmygame | YeeHoO | Hush Puppies | HAZZYS | Bonpoint
About Luxe.CO Intelligence
Luxe.CO Intelligence is a one-of-a-kind research and consulting platform for the global fashion industry. Rooted in China and offering a global perspective, it delivers forward-looking consumer insights, industry research, and strategic advisory services.
Leveraging its robust industry network, data intelligence, and knowledge system, Luxe.CO Intelligence focuses on luxury, fashion, beauty, and lifestyle industries. Through structured business information, in-depth sector studies, efficient primary research, rich case studies, and strategic foresight, it provides industry leaders with the best decision-making references.
Explore all reports published by Luxe.CO Intelligence: https://luxe.co/page/hlzk
For collaboration inquiries: lci@luxe.co
