BELLE'S Acquisition Of Two Children'S Wear Brand Brings Great Waves To Children'S Shoes Industry

BELLE's two children's clothing brands are Hello Kitty (Hello Kitty) and Disney (Disney).

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The mid term report of BELLE group disclosed the information of entering the market of children's shoes in 2011.

"BELLE's current consumption target is mainly young people aged 20-40," the report said.

Judging from the characteristics of the current Chinese market, the market of children and children's products, whether they are market capacity or purchasing power, means better business opportunities. In the future, we will focus on the direction of development.

Although the mid term report did not disclose the details of the M & a brand, it is rumored that BELLE's acquisition of new brands has basically completed in the same period, and more than one brand has been acquired.

Reporters recently learned that the two brands of children's clothing purchased by BELLE recently were Hello Kitty (Hello Kitty) and Disney (Disney), which was originally the two largest brand of Guangzhou Yili Lai Group.

At present, no specific price and method of BELLE's acquisition of the two brand has yet been disclosed. If the rumor attribute is taken, the incident will become the first case of the merger of children's products industry.

According to relevant information, Yili Lai Group was founded in 1986 in Hongkong, China, formerly known as Hongkong Polaroid International Footwear Group Co., Ltd.

In 1991, the Group invested in the mainland and set up factories to set up operations centers in Guangzhou.

The group has been involved in children's wear, stationery, plush products, bags and other industries since 2002, and these products have been complementary to the original network.

The group not only has its own well-known brand, but also has worked with world-famous Brand Company, and has obtained many international brands of China's general agency rights (including development, design, production and sale), running Kidy-Kidy (caddy), Miffy (Mi Feitu), Disney (Disney), Barbie (Bobbi), JEEP (Jeep) and Snoopy (Snoopy) and other children's shoes and children's wear brands.

The new owner is a "buy up man".

The business of BELLE group consists of two parts: footwear business and sportswear business.

The own brands of footwear include: Belle (BELLE), Teenmix (Teenmix), Tata (his), Staccato (Staccato), Senda (xxda), Basto, JipiJapa, Millie 's (Miao Li), Joy & Peace (real beauty poem) and Mirabell (beautiful treasure).

Its own brands mainly adopt a vertical integrated business model, including product R & D, procurement, production, distribution and retail.

The main business way of agency brand is brand agent and distribution agent.

Sportswear business is currently mainly based on agency distribution, including front-line sports brand Nike and Adidas; second tier sports brand Kappa, PUMA, Converse, Reebok, Mizuno and LiNing.

The acquisition of BELLE in the industry has been continuous. Its horizontal and vertical takeover actions include the acquisition of the trademark rights of the sports brand Fila in China with us $48 million, and the promotion of its products with a joint venture company of 12 million dollars with the ultimate owner of the brand. In 2009, the Fila brand was purchased by the Quanzhou enterprise Anta at HK $314 million. It purchased a brand name Millie "s" (Miao Li), which was engaged in the distribution and retail business of footwear products, and had hundreds of retail terminals, and purchased Jiangsu famous shoe company, Sunda and Shanghai BTH (Basto) shoes, with a purchase of 1 billion 600 million yuan, and purchased all the rights and interests of the Shanghai Yong Xu footwear industry with 563 million yuan; and also bought the shoes production, wholesale and retail enterprises, such as the beauty Po international with 1 billion 574 million yuan. In fact, before the completion of the above two brands of children's shoes, the performance has been developing rapidly in recent years.

BELLE has completed the acquisition of MII Li, Jiangsu's Sanda and Mibao, and after integration, besides expanding its retail network further, it can expand the brand portfolio through the acquisition, reduce operational risks, and pave the way for the expansion of men's shoes and casual shoes, and further occupy the middle and high-end footwear market.

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Set off huge waves in children's shoes industry

BELLE's acquisition craze has been widely involved in the media, men's clothing, adult footwear industry and other fields.

It is such a "buy up man" that throws its eyes on the children's products industry, which has to arouse the attention and concern of the industry.

What kind of impact will it bring to China's children's footwear industry or even the entire children's products industry?

Chen Shuqing, Secretary General of the China children's products research center, told reporters that there is no doubt that the Chinese children's products industry can get the favor of "acquiring people", which shows that the hidden potential and business opportunities of the industry have been fully recognized by the market and is fully valued. Secondly, the value of the employees of more mainstream shoes and clothing enterprises, as well as the agents and retailers of children's shoes and children's clothing has also been recognized and recognized, which can encourage more people to participate and improve the activity of the industry.

Another industry believes that BELLE's huge network resources and strong shopping malls to enter the advantages, will officially blow the brand of children's shoes and clothing brand "grab the channel" charge number, so that the industry's position in the major shopping malls has been promoted.

It's just the beginning.

Voice

There are many opinions about the impact of the first case of children's shoes mergers and acquisitions, but one thing is generally accepted that the impact of this event in the industry will far exceed the results of the merger.

Marketing Director of Mitch

Luo Zhengming, the marketing director of the Yili Lai Group and the current marketing director of the marketing company, said that if BELLE acquired the two brands of Hello Kitty and Disney of Yili Lai, if it was achieved, BELLE would expand its own industrial chain and make use of its own resources to operate and expand the market of children's wear and children's shoes.

Of course, at this time, it is all too early to say whether the future of the paction is going to happen or not.

The current situation is just the beginning.

He believes that, in the usual sense, in the brand acquisitions that aim at expanding product lines and achieving brand extension, cross category integration is easier than cross industry integration, because the existing brand operation experience is easy to pplant to new categories. Although BELLE's mature and perfect management mode can not be completely cloned to every child brand, it will certainly bring lessons for children's footwear industry and the whole children's products field, and bring more opportunities for the industry.

Activate industry enthusiasm

General manager, Lin Wei Sheng Wan Tai Sheng

Lin Weisheng, general manager of Fujian Wan Tai Sheng shoes and Garments Co., Ltd., believes that from the perspective of agents, BELLE has fully intervened in the management mode of children's wear and children's shoes market from top to bottom. It will bring fresh blood and systematic management concepts, from inside to outside, to scan and baptize from top to bottom, eliminate unhealthy behavior styles and management methods, conduct strict and orderly terminal training, sort out the chaotic market process, and integrate the ordering, display and sales, so that agents can fundamentally adjust the market and commodity sales practices, and create more efficient and effective management mode for agents.

The resulting Domino effect will attract more employees to participate in this business and activate the enthusiasm of the whole industry.

Channel competition lies in the future

Chen Shuqing, general manager of Liuhe marketing

Chen Shuqing, general manager of Liuhe marketing consultant Co. Ltd., has the view that BELLE is taking over the brand of children's wear and children's shoes, and more opportunities than pressure.

Although there is still a certain pressure on the whole children's products industry, it will not erupt in a short time.

As we all know, BELLE takes the high-end high-end shopping mall as its main position, and it will not cause a positive impact on the domestic two or three line children's brand in short time, especially for the main street shop (or exclusive store) brand.

However, once the shopping mall channels of children's clothing and children's shoes are saturated, BELLE will make use of its deep line in the domestic market to develop the brand of children's clothing and children's shoes to street shops and open shops extensively, and this time, it will pose a threat to competitors.

Just like today's WAL-MART is few, but once WAL-MART scale, it will have a certain impact on small and medium-sized business super and chain.

Big wave

The attraction of children's shoes and children's clothing market makes many sports brands "greedy".

In the same period when BELLE announced the march to children's shoes and children's wear market, XTEP, the main fashion sport, also disclosed information in this field in its interim report.

Before that, the Anta and 361 degrees of the same city made the development and terminal layout of children's products early.

The children's shop opened hundreds of thousands of times.

In the mid-term report of the end of August, XTEP disclosed plans to expand children's wear and children's shoes business.

He Ruibo, chief financial officer of XTEP, said in an interview with the media that XTEP expects to expand its products and cover the customers to men, women and children.

The newly developed KIDS (Shao Er) series plans to open 100 retail outlets in the two or three tier cities by the end of next year.

It is said that XTEP plans to develop children's shoes and clothing series "Xtep+1".

The children's wear series still focuses on the high-end leisure fashion market, and the price is lower than that of the adult clothing.

XTEP children's clothing will focus on deploying two or three line city expansion plan in the future. The age of the product extends from two years old to 14 years old. Its goal is to become the top five children's clothing brand in the industry.

XTEP executives said that 2011 is the beginning of the third five year development plan of its brand. In the face of the rapid development of children's wear industry and the increasing market capacity, this is a new challenge and a new hope to continue to interpret the market strategy of brand development differentiation in the new field.

The senior officials believe that China entered the fourth fertility peak of ten years in 2008.

The size of children is expanding, and the market demand of children's clothing is huge.

In recent years, the market has reached 50 billion to 65 billion yuan.

Nowadays, the parents of "after 70" and "after 80" also have a stronger sense of brand.

Their demand for children's clothing ranges from dressing to turning to quality, from meeting basic functions to turning to fashion and brand experience.

The advent of the new round of fertility boom and the emergence of new consumer groups have helped to increase the total consumption of children's clothing brands.

China's children's clothing industry quietly embarked on the road of brand building.

On this excellent machine, XTEP decided to grow and develop in the field of children's clothing.

Specializing in children's foot type

In addition to XTEP, in recent years, Quanzhou brands such as Anta, 361 degrees and seven wolves have extended their tentacles to children's shoes, children's clothing and accessories, and participated in the competition of children's products market. The children's market has become a new profit growth point for these adult brands.

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.

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Sales are advancing by leaps and bounds.

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.

Hundreds of millions of markets

Some experts believe that the total size of children's shoes and children's clothing will exceed 100 billion yuan in China's children's products market, plus baby products, toys, children's food, other appliances and accessories. The market space is huge and the growth rate is very fast.

The huge business opportunities in the children's products market have aroused great interest of Quanzhou enterprises.

Adult brands are actively developing children's series, especially at this year's China International Clothing Fair.

In men's wear, women's wear, casual wear and sportswear market, there is not much room for rapid development, and more and more enterprises are looking at children's wear market.

Children's clothing was called the last piece of cake in the clothing industry at that time.

At the exhibition, people obviously feel that a child's clothing "Nuggets" is in full swing: some well-known local shoes and clothing brands, such as seven wolves, three point water, Anta, 361 degrees and so on, have tested children's clothing market; some international big names, such as NIKE, ADIDAS, BabyDior, D&Gbaby, ARMANIJunior and so on, have extended their tentacles to children's clothing; clothing single product brands such as Ordos children's clothing, foreign trade clothing enterprises such as Ningbo Bai Mu, and home appliance giant Haier's "Haier brothers" influence have all entered the children's wear market.

The boom of the children's wear market is the result of another baby boom.

According to the National Bureau of statistics, there are currently 380 million children aged 0 to 16 years in China.

Yang Jie, marketing director of Quanzhou Sheng Ke shoes and Garments Co., Ltd. analyzed: "the consumption of domestic children's clothing has been on the rise in recent years, the rate of growth has been keeping alarming speed, and the market is far from saturated. That is to say, the demand for children's clothing will be greater than that of the adult clothing market."

Some experts believe that with the intervention of Anta, XTEP, 361 degrees, seven wolves and other new forces, the reshuffle of the domestic children's shoes and clothing market will start soon, and the situation that the domestic children's shoes and clothing brands will be "without a head" will soon be broken.

New pattern

The domestic shoe giant bought famous brand of children's shoes, and Quanzhou adult shoe enterprises opened a large number of children's products stores, while foreign brands never ceased to develop the Chinese market.

Chen Shuqing, Secretary General of the China children's products research center, believes that the whole market of children's wear and footwear has become the new battleground for the four brands to fight.

Force 1:

Foreign children's shoes and clothing brand names

The children's clothing series of Adidas and Nike entered the Chinese market in 2001 and 2002 respectively.

The Nike children's wear series is designed and developed at headquarters. The production is coordinated and supervised by the headquarters. The sale is co operated with a number of domestic distributors. At present, there are more than 400 Nike children's clothing stores in China, and there are direct stores in Beijing and Shanghai.

Adidas children's clothing series is similar to Nike in its operation mode. Its design and production are executed by headquarters, while sales are led by distributors.

Adidas currently has more than 20 dealers, about 500 stores.

They all have very strong brand culture, R & D and marketing capabilities, and are the main force of Chinese children's shoes and clothing in the future.

Mitch, Disney, Mariner, Betty, real and fake Altman have injected fresh vitality into China's children's shoes market and occupy a considerable market share.

Because entering China earlier, and these brands have a series of cartoon images, captured a large number of men, women and children's hearts, and even many parents are watching these cartoons grow up, so they are a force that can not be ignored in China's children's footwear industry.

Just because of the restrictions of various kinds of authorization, most of them adopt the way of natural sales, and brand development has a bottleneck that is hard to break through.

Once authorisation can be bought like Kappa, the powerful ability of cartoon brands to be released will have a huge impact.

In China, the international brand also shows a cluster operation effect, the main channel is shopping malls and chain supermarkets.

Guangdong alone has many international brands such as Mi Fei, Hello Kitty, Snoopy, Disney, Bobbi and so on.

Montagut, growth footprints, Bubbegummers, Magic house, Y-ZONE and other overseas children's shoes brands have chosen China's exhibition as a breakthrough for the brand market development, making Chinese children's shoes and clothing enterprises deeply feel that a storm is coming.

For China's trip to the international shoe and clothing brand, Chinese children's shoes and clothing enterprises love and hate each other.

Love is because it aggravates the further branding, internationalization and refinement of Chinese children's shoes and clothing enterprises, and raises the objective knowledge of consumers' values and brand value added by Chinese children's shoes and clothing consumers.

Force two:

Domestic adult shoes and clothing brand

The brand of domestic adult shoes and clothing has penetrated into the field of children's clothing. It originated from the Balabala balbala children's clothing operated by Semir group in 2002. It launched Anta into the children's wear market in 2008.

Barbara's children's clothing, which has gained more than 1 billion yuan annual sales in the market, has intensified the influx of domestic adult shoes and clothing.

However, Anta and 361 degree brands, which represent the Fujian legion, are the most striking.

Anta, 361 degree and other domestic adult sports brands have accelerated the strong penetration of children's products industry since the successful listing and financing, disrupting and promoting the change of children's shoes and clothing market.

Later, Li Ning Co and Parker's company jointly established a joint venture to operate Lining's brand children's clothing independently, which no doubt accelerated the competition of children's shoes and clothing market again.

At this point, the big brands of domestic adult shoes and shoes have entered into the market of children's shoes and clothing roughly: Anta, Lining, 361 degrees, XTEP, PEAK, Hongxing Erke, seven wolves, Semir, Shanshan, Bosideng, Kangnai group, YISHION group, YISHION and so on.

Force three:

Famous enterprises in other industries

The temptation of children's consumption market is gradually emerging.

Not only do domestic and international shoes and clothing brands enter the Chinese children's shoes and clothing market, but other industries and enterprises that are not related to the footwear industry have begun to enter the children's shoes and clothing market.

In the past few years, there were Wahaha and Taizi milk. Later, there were Chinese appliance leaders and Haier group, which ranks the first brand value in China for 8 years.

Haier and Xiamen Huarong group jointly announced a high-profile strong entry into the children's footwear market and proposed a plan to launch 3000 Haier brothers children's products stores nationwide.

Force four:

Full time children's footwear manufacturers

Local children's shoes and clothing brands are most familiar with the market of children's footwear industry in China. However, it is difficult to develop their potential based on objective reasons such as weak brand foundation, poor financial strength, low brand awareness, low annual sales and so on.

It is reported that in China's children's shoes and clothing industry, the annual sales of a single brand exceed 1 billion, only one of balbala children's clothing.

But the brand of local children's shoes and clothing has shown a very positive move when the historic opportunity is coming.

As the first brand of children's shoes that dare to eat crab, ABC took the lead in the pformation from wholesale to monopoly, and achieved a series of changes from single product to multi product to strength in 3 years, and finally realized the exclusive operation mode of shoes and clothing integration. In the process of constantly achieving leaps and bounds, it also lay out a measure of further rapid expansion.

Good dogs, fans, POOVE and so on have basically completed the pformation from shoes to shoes and clothing. Kate, gang Deng, foot friend and other children's shoes enterprises have also announced the launch of their children's clothing.