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Abstract
Through a closer economic relationship, “The Belt and Road” has brought about remarkable growth in both international trade and cross boarder investment among the alongside countries. Still, obstacles exist for foreign companies to expand their business with China due to the imperfect understanding of the Chinese market. If foreign firms have a better knowledge of the market in China, it will definitely enhance the chance to be successful in doing business with China. This study specifies in the thematic kid fashion market. Sales information of 150 thematic kid fashion products is included to define the elements that influence the sales and feedback of thematic kid fashion. The elements and information are disposed using Factor Analysis so as to recognize the relevant elements and divide them into different factors. Feasible generalized least square (FGLS) method is adopted to measure the impact of each element on the sales of different brands of thematic kid fashion. Based on the result of the model, specific suggestions are proposed for foreign thematic kid fashion companies and retailers to meet the need of Chinese customers better and thus attain a larger market share in China’s market.
Highlights
1.1 Children’s Wear Market and E-commerce Platform in ChinaChina‟s children‟s wear market can be divided into offline market and online market
The transaction size of the online children‟s wear market has grown dramatically since 2014, and its growth rate exceeded that of the overall online market
According to " Analysis of Present Situation and Trend Prediction of China‟s Children‟s Wear Market " released by China Information Industry in 2016, children‟s wear transactions accounted for 25.4% of the overall online maternal and child transactions and increased by 24.1% from a year earlier in 2015
Summary
1.1 Children’s Wear Market and E-commerce Platform in ChinaChina‟s children‟s wear market can be divided into offline market and online market. According to "White Paper on China's Online Maternal and Child Market Development" released by iResearch in 2015, the online children‟s wear market was opened in 2000. With the integrated platform such as Taobao, Jingdong, and Amazon entering into the online maternal and child market in 2010, the online children‟s wear market gradually expanded. The transaction size of the online children‟s wear market has grown dramatically since 2014, and its growth rate exceeded that of the overall online market. The market penetration rate of the online children‟s wear market has exceeded 15%, with a broad development space. It is estimated that the online maternal and child market in China will reach 767 billion yuan in 2018, which shows that the space for future development of online children‟s wear market is huge. China‟s online children‟s wear market has been gradually expanding, the market is extremely fragmented
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