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Zero after the development of super-Taobao children's clothing online shopping size surge
The growth of Chinese children born after 2000 shows a significant improvement compared to three decades ago, with early childhood development indicators rising by nearly 10%. This trend is reflected in the online shopping behavior of parents, particularly through Taobao’s children's clothing sales data. According to recent rankings, the average size of children's clothing sold on Taobao today is far above the average height of Chinese children from 30 years ago. This suggests that the current generation of children is experiencing the best growth conditions in history, thanks to improved nutrition, better living environments, and enhanced medical care.
In 1975, the average height of 6- to 7-year-old children was 112 cm, according to a survey by the Chinese Ministry of Health. However, by October 2009, Taobao’s sales data showed that children of the same age had grown to an average height of 120–125 cm, marking an increase of over 7%. Moreover, other physical indicators such as chest size and weight have also seen notable improvements.
Taobao’s clothing sales data aligns closely with the results of the 2005 National Fourth Children’s Physical Development Survey. For instance, for children aged 6–12 months, the clothing sizes sold on Taobao (70–80 cm) match almost perfectly with the health ministry’s data (69–78 cm), with only a ±2 cm difference.
A Taobao shop owner, "DDNK_82002," who has been in business for over four years, shared her observations. She noted that in the past four years, the demand for larger-sized children's clothes has increased significantly. Her store now operates nationwide, with daily turnover exceeding 10,000 yuan. She explained that the size increase is most noticeable in coastal and economically developed regions like Zhejiang, Guangdong, Shanghai, and Beijing, while inland areas such as Xinjiang and Qinghai haven't seen similar trends.
From a digital perspective, the growth rate of children in coastal regions appears to be much higher than in other parts of China. The need for updated size standards became evident when Taobao adjusted its children's clothing size categories. Mr. Weng, who oversees the baby products category on Taobao, said that by 2009, the company had to revise the size ranges because the original standards were outdated.
“The growth of children is faster than our ability to update the size system,†he said. “We had to expand the size range by about 10% to better match the current physical development of children.†For example, even infants under three months now have their size range expanded from 45 cm to 60 cm, which is a 30% increase. These changes help parents find the right sizes more easily and reduce confusion caused by mismatched sizing.