Amid the growing demand for Korean children’s clothing among young Chinese parents, E-Land Group will join hands with a logistics company under China’s Alibaba Group to expand Chinese children’s clothing reverse direct purchases. E-Land’s premium platform “Kiddy Kiddy” and children’s clothing brand “New Balance Kids” are the priority targets.
This is due to the growing number of direct purchases of Chinese daily necessities, while Chinese people are increasingly purchasing direct purchases of Korean fashion brands.
If E-Land’s Chinese reverse direct purchase model is successfully established, it is expected that K children’s clothing brands, which are seeking to enter the expanding Chinese children’s clothing market, will be easier to enter China.
According to E-Land on the 23rd, E-Land China has signed a business agreement with 菜鳥, an e-commerce logistics company under Alibaba Group. The main goal of E-Land’s overseas logistics one-stop service is to reduce the time spent shipping clothes to China by E-Land’s domestic fashion brands and reduce transportation costs.
First of all, Korean children’s clothing, which is in high demand for direct purchases among Chinese people, will be implemented first. The first targets are “Kidikidi,” an infant children’s platform operated by E-Land, and “New Balance Kids,” a children’s clothing brand.
Kiddy Kiddy is a platform that specializes in infants, which opened in 2020, and currently has a total of 1,500 brands. 40% of them are designer children’s clothing brands. The annual transaction amount is around 100 billion won.
E-Land’s “New Balance Kids,” which was launched in Korea for the first time in the world, has been targeting the Chinese market with the same store model as Korea since last year, posting annual sales of 90 billion won. This year, sales in China are expected to surpass those in Korea (about 200 billion won).
Kim Na-young, a model of E-Land’s platform “Kiddy Kiddy” and his children’s photo shoot.
E-Land plans to target the generation of young parents in China through Kiddy Kiddy and New Balance Kids.
In Korea, the children’s clothing market is shrinking due to low birth rates and a decrease in population, but China’s children’s clothing market is growing steadily. Euromonitor estimates that the size of the Chinese children’s clothing market will surpass 423.2 billion yuan (about 78 trillion won) this year and 473.8 billion yuan (about 88 trillion won) in 2025, following 374.2 billion yuan (about 69 trillion won) last year.
There is also an analysis that the infant market is growing by more than two digits every year after the Chinese government abolished the one-child policy. Therefore, it is not an exaggeration to say that almost all domestic children’s clothing brands are considering entering China.
Moreover, recently, Chinese consumers’ standards for fashion are increasing, and demand for K-content is also increasing, leading to a significant increase in Chinese appeal for direct purchases of Korean children’s clothing.
An E-Land official said, “We plan to complete Kiddy Kiddy’s entry into the Chinese reverse direct shopping mall within the first half of this year. Kiddy Kiddy will be able to grow significantly in China due to the high demand for designer children’s clothing in China.”
SALLY LEE
ASIA JOURNAL
