Research On The Current Situation And Design Trends Of China’s Children-wear Brand In The Era Of "two-child "

The two-child policy currently implemented by the Chinese Government is a timely reform of epoch-making significance in the light of the historic development and changes in the social economy and population structure.Up to now,the two-child policy has effectively promoting the development of China’s children’s wear brand.At the same time,Chinese children’s wear brands are also facing some challenges: in the high-end market,facing strong competition from international brands;in the middle-end market,they have fallen into the quagmire of price war;in the low-end market under pressure to reduce sales share.In the context of the two-child age,the consumption of children’s clothing in China presents the new characteristics of consumption upgrading,such as the pursuit of practicality,value and product health,etc.However,some traditional children’s wear brands have fallen into disorders of production and operation,design concepts,etc.Which do not fully meet the new needs of consumers.This paper focuses on the growth puzzlement and future development direction of Chinese children’s wear enterprises,drawing attention to the comparative analysis of the Chinese layout and competitive advantages of international children’s wear brands and the new changes brought about by the two-child policy for China’s children’s wear industry.This paper demonstrates the deep reasons for the elimination of the low-end low-cost extensive business model and the future characteristics of the Chinese children’s wear market,and appeals to domestic children’s wear enterprises with original design capabilities to change the productivity-driven development model.According to the future development direction of children’s wear market to create a brand of children’s wear with Chinese characteristics.In the study,it is noted that the two-child policy has an increasingly prominent impact on China’s children’s wear consumption decision-making and the importance of China’s children’s wear design and development.By studying the current situation of the industry,the new characteristics of market consumption,the status quo of brand development and the design trend,this paper expects to provide theoretical reference and practical help for the growth of China’s children’s wear brand,there by enhance the international competitiveness of Chinese children’s wear brand.