2025-2026 Insights Report on Development Trends in China's Children's Apparel Industry
Wu Can Business Insights
The children's apparel industry is transitioning from fragmented, price-driven white-label models to concentrated, value-driven brands. In the short term, a rebound in birth rates in 2024 will drive marginal improvement. Over the medium to long term, three key forces will define this high-potential sector: a stable population of 2.2 billion people aged 0-14, funnel-shaped family structures, and quality-focused consumption among post-90/00 generations. This creates a "stable volume, rising prices, brand-benefiting" opportunity. Between 5 and 10, companies that leverage functional technology, scenario-based segmentation, and digital channels will successfully break through during this window of rising market concentration.
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Demographic fundamentals:
2024 births totaled 954 million, a 5.8% year-over-year increase—the first rise since 2017.
However, the natural population growth rate is -0.99‰, marking the third consecutive year of negative growth.
The year-end population aged 0-14 is approximately 2.224 billion, accounting for 15.75% of the total population, with a still substantial base.
The "sandwich" family structure makes children's clothing one of the highest household expenses.
Market Size:
Children's clothing is the largest category in physical maternal and infant products, accounting for 26% of total maternal and infant spending in 2021.
The share of baby clothing and accessories is projected to rise from 18% in 2023 years to 23% by 2030.
The children's apparel market is growing at a CAGR of over 10%, second only to sportswear.
Anta Kids 2024 sales surpassed 10 billion; Balabala maintains market leadership.
Children's apparel demonstrates resilience and strong recovery amid pandemic-driven demand.
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