According to the relevant data analysis, children's wear market of 3 ~ 12 years old children's wear occupy more than 80% of the whole market retail sales, is expected to 2013, the market size will reach 108.5 billion yuan.

With the rapid development of children's wear market, the children's wear industry has some status quo that can not be ignored.

1. The current situation of design plagiarism is serious, and children's wear designers are faced with difficulties

Children's clothing design in addition to responsible for fashion, bright color, safety and comfort is important, but also consider the psychological and physiological characteristics of children. Children's wear designers, on the one hand, put forward higher requirements for themselves, on the other hand, and their own lack of market demand, because the situation of clustering production of children's wear without designers is strong in a short time, so that children's wear designers can only seek development in a limited number of brand children's wear companies.

2, domestic children's wear lack of children's characteristics

In China, children's wear started late, and there is a lack of regular research on children's own physiological characteristics. Therefore, designers subconsciously regard children's wear as a shrinking plate for adult clothes, focusing only on quantity rather than brand. And the focus of branding is to rebuild "brand children's wear design concept". Brand children's clothing design is important to follow the psychological characteristics of children, meet the physiological needs of children's functional design.

3. The domestic children's wear industry has no brand operation ability

In terms of marketing, most domestic enterprises stay in the wholesale stage without considering after-sales service, while international brands adopt the way of directly operated stores and franchising to develop, so as to ensure after-sales service and further build the brand foundation.

4. The price of brand children's clothes is high

The high price of brand children's wear is difficult for many consumers to accept. The factors that cause the high price of brand children's wear are:

① Children's clothing brand licensing fee is high price;

② The improvement of the standard of children's clothing fabric causes the increase of product cost;

(3) children's clothing technology complex labor cost is difficult to reduce;

More children's clothing specifications also affect the price.

In August 2022, the State Administration for Market Regulation released the results of a random inspection of children's and infants' clothing. The unqualified rate reached 14.9 percent, of which nearly half were substandard in safety items such as rope strap requirements and tensile strength of accessories. Testing engineers said the back of children's clothing should not have any cords sticking out, as this could cause children to get off or get off the elevator or the door, causing a safety risk of dragging or falling. Children's clothing waist, shoulder decorative rope if more than the length of the national standard, will also bring the corresponding danger.