Adult Shoes And Clothing Brand Hits The Domestic Children'S Market

Opening hundreds of children's shops

In the sports brand of Quanzhou, Anta was an early announced enterprise to enter the children's products market.

According to the introduction, "Anta KIDS (Shao Er)" was founded in 2008. The main product is the 3 to 14 year old children's market. Its products are mainly sports (Sports) and life (lifestyle) two styles. The products cover clothing, shoes and accessories, and fully meet the needs of children's daily schooling, sports, travel and other occasions.

Since its birth, Anta KIDS has focused on the independent innovation of its products.

The company's first domestic sports science laboratory enables the product series to provide children of 3 to 14 years of age with suitable shoes for all ages and care for young children's feet.

At the same time, Anta first cooperated with the China Leather Research Institute to carry out the "Chinese children foot type research", groping for the rule of Chinese children's feet, understanding the influence of age, sex and geographical area on children's shoe type, establishing and perfecting the foot type library of Chinese children, and developing a shoe last for children of every age group based on professional data, and developing and producing shoes products with various sizes and sizes.

According to Anta 2010 annual report, Anta children's shop maintained a high growth rate in 2010. Last year, the number of Anta KIDS stores reached 383.

The annual report predicts that this number will reach 500 in 2011.

Put forward 1 billion yuan sales target

In the competition brand of the city, the time to enter the children's shoe market for 361 degrees is not lagging behind Anta.

As early as 2008, 361 degrees were brewing to enter the field of domestic children's shoes, and made a preliminary attempt.

But 361 degrees officially announced that the march into the children's market was in 2009 after the listing of the Hongkong stock exchange.

In the 361 year listed prospectus, it is mentioned that in the face of the huge market opportunities for children's clothing in China, 361 will raise 9% of the proceeds from the listing to the research and development of children's clothing brands. The children's series will become the first item of capital operation after the 361 degree listing.

Chen Zhicheng, general manager of the 361 degree (Xiamen) industry and Trade Co., Ltd., responsible for the operation of the 361 degree children's series, said that at present adult brands are entering the children's market. Most of the products are diminished versions of adults. In order to avoid this homogenization competition, the 361 degree children's project is operated by an independent company after its establishment, and the team is completely separated from the team of adult products from R & D to production and sales.

Although the official start is a little late, the growth rate of the 361 degree children's series has been extremely rapid in the past three years.

Chen Zhicheng told the Morning Post reporter that at present, the 361 degree children's series has reached 820 stores in the country, and this year it is expected to reach 1000.

The plan for the next 361 years in the next three years is that by 2014, the scale of the single store in the country will reach 3500, and the sales volume is expected to reach 1 billion, accounting for 11% to 12% of the total 361 sales.

Agents operate international brands

As early as 2006, XTEP began to enter the children's market. Unlike the 361 degree and Anta, XTEP entered the children's market by using the strategy of "borrowing the ship to sea."

It was the year when XTEP signed a cooperation agreement with the US Disneyland to win the right to use all the cartoon characters including the Mickey Mouse and Donald Duck in the mainland of China, including sports shoes, sportswear, hats and other sporting goods products. XTEP is responsible for the research, production and sales of Disney brand products.

To enter the children's market, Ding Jiantong, chairman of the 361 degree board, once told the media that in addition to expanding new profit growth points, it is another purpose for the brand to train future consumers.

"A person wears a dress when he is a child, and when he grows up, he will tend to wear this brand of sneakers."

He said.

Ding Zhizhong, President of Anta group, also holds the same view. He admits that the other purpose of the new Anta children's series is to cultivate loyal consumers of brands from an early age.

The latest research report on children's products market shows that the scale of children's wear market in China is increasing by about 16.7% every year. In 2011, the overall scale of domestic children's products market will exceed 100 billion yuan.

Some experts believe that with the involvement of new forces such as Anta, XTEP and 361 degrees, the reshuffle of the domestic children's shoes and clothing market will start soon, and the situation that the brand of children's shoes and clothing in China will be "without a head" will soon be broken.