Sports Brands Such As XTEP And Anta Accelerate Their Entry Into The Children'S Market.

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.

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 flagship is the 3~14 year old child market, its product takes the movement (Sports), the life (lifestyle) two big styles primarily, the product covers the clothing, the shoes and the fitting, fully satisfies the young child daily school, the movement, the traveling and so on various occasions wears the demand.

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 3~14 years old with shoes suitable 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", to explore the rule of Chinese children's feet, understand the impact of age, sex and region on children's shoes, and establish and improve the foot type library of Chinese children.

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.