School Uniform Industry Observation In 2024 | Market Demand Remains Stable In The Short Term, But Companies Need To Accelerate Transformation

In 2024, various regions released policy signals. Beijing, Zhejiang, and other regions successively issued school uniform management regulations. The "Fair Competition Review Regulations" officially came into effect in August, injecting new vitality into the school uniform industry. Driven by policy, innovation, and changing market demand, the school uniform industry is showing a steady and progressive development trend of transformation and upgrading. The China School Uniform Industry Research Center observed that although the school uniform industry will still face many pain points and challenges in 2024, with policy guidance, timely price adjustments, corporate technological innovation, and the emergence of new opportunities in niche markets, the school uniform industry is expected to achieve higher-quality development in the future, providing my country's education sector and students with more high-quality, beautiful, and comfortable school uniform products and services.

Demand for Quality Increases, Stable Improvement Despite Internal and External Pressures

Residents' Clothing Consumption Expenditure Grows Steadily, and Demand for School Uniform Quality Continues to Rise

According to data from the National Bureau of Statistics, in the first three quarters of 2024, per capita consumer expenditure nationwide reached 20,631 yuan, a nominal increase of 5.6% year-on-year. After adjusting for price factors, the actual increase was 5.3%. Of this, per capita clothing expenditure reached 1,109 yuan, a 5.1% increase, accounting for 5.4% of per capita consumer expenditure.

This indicates a growing demand for high-quality clothing. As school uniforms are students' daily attire, parents' demand for quality is also gradually increasing. The "China School Uniform Industry Challenges and Opportunities Report" shows that in recent years, parents and children's demands for school uniforms have gradually shifted from "simple and practical" to "beautiful and elegant," resulting in significant changes in industry demand. Research shows that overall school uniform prices in my country are relatively reasonable, even low. The relatively low price satisfaction also reflects a contradiction in the supply and demand structure of the school uniform industry, with low product satisfaction resulting from low quality and low prices. At the same time, some unscrupulous businesses, driven by profit, are peddling counterfeit school uniforms, endangering students' physical and mental health. This vicious competition may lead to "bad money driving out good money."

Developing New Quality Productivity and Accelerating Digital Transformation

In October, the 2024 China Professional Apparel Industry Conference was held in Ningbo. Chen Dapeng, Vice President of the China National Textile and Apparel Council and President of the China National Garment Association, stated in his speech that the Chinese apparel industry is currently focusing on high-quality development and digital transformation, developing new quality productivity, and accelerating the construction of a modern industrial system. Through high-end, intelligent, green, and integrated development, the industry aims to create world-class companies, brands, and industrial clusters.

With the continuous advancement of technology, the school uniform industry is also actively exploring innovative applications. Some companies are using new functional fabrics for school uniforms, improving their comfort and durability. Leading companies are pioneering in digital production, intelligent manufacturing, and big data management, and have achieved significant results. Through digital transformation, companies can achieve intelligent control of production processes, collaborative supply chain management, and precision marketing, improving production efficiency, reducing costs, and enhancing service quality to better meet the personalized and diverse needs of consumers.

Significant market demand for aesthetic education and functionality

Changes in the number of newborns, coupled with shifts in family structure, consumer attitudes, and improved quality of life, are placing new demands on the school uniform market. A well-made school uniform can highlight students' personalities and campus culture, promote campus fashion, and enhance the aesthetic value of education. Students wearing beautiful uniforms are not only a beautiful sight on campus, but their spirit and energy also reflect the campus culture to the greatest extent. Cultivating people through beauty is the core expression of the beauty of education. School uniforms are the most potent symbols of youth and memories, and this aesthetic education offers more lasting benefits than textbook knowledge. With the increasing popularity of quality-oriented education, demand for diverse school uniforms, such as professional sportswear, lab coats, and painter's aprons, is growing, undoubtedly placing higher design and production requirements on school uniform companies.

Against this backdrop, school uniform companies are focusing on personalized and functional design to meet the unique needs of different schools and students. For example, they are incorporating environmentally friendly materials and smart technologies to ensure that uniforms are not only aesthetically pleasing but also waterproof, breathable, and antibacterial, adapting to the ever-changing demands of campus life and outdoor activities. Furthermore, school uniform design teams are actively collaborating with schools to ensure that uniform designs align with educational philosophies while stimulating student creativity.

Market Further Segmentation: Brand Building Becomes Key to Competitiveness

The niche market for kindergarten apparel, shoes, teacher uniforms, backpacks, and other accessories is emerging. With consumers' increasing demand for quality and personalization, these segments are experiencing unprecedented growth opportunities. Parents are increasingly prioritizing their children's clothing experience and image, placing higher demands on the quality, design, and safety of kindergarten apparel and shoes. Teacher uniforms, as an integral part of campus culture, are also receiving increasing attention. A well-fitting and elegant teacher uniform not only enhances a teacher's professional image but also subtly cultivates students' aesthetic sense. Furthermore, the market for accessories, such as backpacks, is also booming. As consumers pursue both practicality and aesthetics, the combination of functionality and fashion is injecting new vitality into the campus accessories market.

Faced with increasingly fierce market competition and diverse consumer demands, school uniform companies will place greater emphasis on market segmentation and brand building. On the one hand, companies will segment the market based on factors such as school type, regional culture, and student age group, launching differentiated products and services for each market segment to meet the needs of specific customer groups and increase market share. On the other hand, brand building will become key to enhancing the competitiveness of school uniform companies. Companies will establish a positive brand image and enhance brand awareness and reputation through measures such as improving product quality, strengthening design innovation, and optimizing after-sales service. They will also strengthen brand promotion and expand brand influence to create distinctive and competitive school uniform brands.

In 2024, the school uniform industry is undergoing a critical period of systemic adjustment. With the continuous improvement of industry regulations, the advancement of technological innovation, and the gradual increase in corporate brand awareness, the school uniform industry is expected to usher in high-quality development in the future. The China School Uniform Industry Research Center calls on regulatory authorities to further create a fair and open business environment and promote the construction of a unified large market. School uniform companies need to actively innovate to meet the needs of market segmentation. The government, businesses, families and schools should work together to promote the healthy and sustainable development of the school uniform industry.