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The children's clothing sector from a few years back has begun to reflect brand trends, and today’s increasingly competitive landscape within this segment has driven the industry toward steady maturation. Among these developments, both domestic original brands and international labels are evolving rapidly. CHIC serves as a barometer for the children’s wear industry, showcasing shifts in brand dynamics. Despite the financial crisis affecting the industry last year, the CHIC children’s wear section in 2009 still spanned 7,000 square meters, featuring over 70 exhibiting brands, including most of China’s top ten children’s wear brands and several active market players. Related sectors such as infant products also showcased their offerings to capture market share at various levels.
According to CHIC organizers, the children’s wear area reflects the platform's value and the industry’s confidence in its future growth. This year’s CHIC children’s wear exhibit highlights four key features: First, renowned brands like Parkland Emperor, Barra Barra, DADIDA, Strength Fruit, Dr. Rana, Red Yellow Blue, and Tong Wang continue to expand their presence, reinforcing China’s children’s wear brands and exploring both domestic and international markets. These brands will not only display their latest collections but also provide insights into the current state and potential of China’s children’s wear industry. Second, standout brands such as Offside, Water Boy, and Bubu Beans are strategically positioning themselves at CHIC2009. Third, alongside children’s wear, brands like Montagut and Angel are leveraging the CHIC platform to explore collaboration opportunities. Fourth, licensed characters such as HELLO KITTY and Miffy are participating, indicating growing interest in cartoon-licensed merchandise.
The Chinese children’s wear industry is entering a period of opportunity. Consumer demands are diversifying, driving differentiation and branding efforts to push the industry to new heights and expand market space. The global financial crisis of 2008 accelerated the reshuffling of China’s children’s wear sector, creating opportunities for brands with quality, innovative designs, and advanced management practices. CHIC2009 reflects the industry’s confidence, both internally and externally, with brands like Offside maintaining an 80% growth rate in 2008 despite the crisis. Offside has enhanced its product lines and brand image through improved design, greater brand influence, and expanded channels, presenting itself as a one-stop shopping destination.
DADIDA’s Marketing Center Director Ruan Shitao shares the belief that crises can be opportunities. In response to the financial downturn, DADIDA implemented a three-dimensional branding strategy, launching a new series of children’s shoes and expanding its product portfolio. Ruan emphasized that 2009 is a pivotal moment for the brand to solidify its position as China’s premier children’s wear label. At CHIC2009, DADIDA plans to create a “Children’s Living Museum†spanning over 100 square meters, showcasing its full range of products from newborn essentials to adolescent needs.
Water Boy’s Director Long Cao Shengkui highlighted the positive impact of government policies, which have created favorable conditions for industrial upgrades and enterprise restructuring. He noted that focusing on technological progress and brand contributions could drive sustainable growth while reducing costs. The future of the children’s wear industry will center on design-driven innovation and marketing-supported service models.
Despite the booming Chinese children’s clothing market, no single brand or company has yet dominated. Fruit Chairman Lin Weijian responded by expanding the company’s booth space to over 200 square meters, showcasing its brands Force Fruit, Fruit Beibei, and Anm Side. Over the past decade, the company has participated in CHIC annually, viewing it as a platform for learning, networking, and showcasing its brand philosophy.
Shanghai Rong Chen Dr. Frog will feature its Dr. Rana, Harry Potter, and Tennis Prince collections, aiming to enhance brand value and market presence. International brands like Disney have also leveraged CHIC to enter the Chinese market, expanding their presence through licensing, franchising, and partnerships. Disney’s aggressive expansion plans include opening stores in 45 Chinese cities, ensuring its visibility across all tiers of the market.
Similarly, brands like Dacheng and Three Courts Friends are exploring the Chinese market, using CHIC as a learning platform before committing to full-scale entry. CHIC2009 thus serves as a critical event for domestic and international players alike, offering insights into the present and future trends shaping the children’s wear industry.