Who Will Take The Top Spot In Children'S Shoes Market?

Disney has become a "dark horse" in the children's goods market. Recently, Anta's recruitment advertisement for children's business department has aroused the interest of reporters. Is Anta going to set foot in children's shoes and clothing market? Ding Zhizhong, CEO of Anta, gave a positive answer when he was interviewed by our reporter. "We will launch Anta kids (children) brand, the new product will be officially launched in the first quarter of next year, and is currently in the stage of personnel recruitment and team building." At present, the marketing channel of Anta's flagship store is different from that of its flagship stores in the city. In fact, Anta is not the first one to enter the children's shoes market. As early as early last year, 361 ° announced its entry into the domestic children's shoes field. At the beginning of last year, Ding Jiantong, chairman of the board of directors of 361 ° said publicly that he had been interested in children's shoes project for a long time. It is understood that 361 ° has been producing children's shoes sporadically in recent years, but the production capacity is very limited. In April last year, the foundation of a new industrial park at 361 ° in Wuli Industrial Zone of Jinjiang was officially laid. Ding Jiantong said that at least four to five assembly lines would be built in the new park, with a daily output of 8000-10000 pairs of children's shoes. According to the plan, the first pair of 361 ° children's shoes is expected to officially go down the water line in the first half of this year. Different from 361 ° and Anta, the strategy of "sailing by boat" is adopted by Tebu to enter the children's market. As early as 2006, Tebu signed a cooperation agreement with Disney, and entered into the children's shoes and clothing market with the help of Disney's "curve". According to the cooperation agreement, Tebu has obtained the right to use all Disney cartoon images including Mickey Mouse and Donald Duck in the mainland of China, including sports shoes, sportswear, hats and other sporting goods products; Tebu will be responsible for the research and development, production and sales of Disney brand products; Disney will focus on product quality supervision, in addition to sending special quality inspection personnel to stay in Tebu In addition, Disney will also participate in the R & D and design of products, and send designers to assist in the research and development of new products according to the latest international trends. After more than a year of market operation, Tebu has opened hundreds of Disney children's exclusive stores in China, becoming a "black horse" in the domestic children's shoes and clothing market. Children's shoes and clothing become the best expansion hinterland. As adult sports shoes and clothing brands, Anta, Tebu and 361 ° will inevitably expand to the surrounding market after they develop to a certain extent. The children's shoes and clothing market with great potential will naturally become the best expansion hinterland. According to the latest research report on children's products market, the annual growth rate of domestic children's clothing market is about 16.7%. By 2010, the overall scale of domestic children's goods market will exceed 100 billion yuan. For the sake of the partner's two aspects of the planning of the children's marketing agency, Chen Shuqing thinks that it is possible for the company to enter the field of children's marketing. On the other hand, it is possible to integrate the products into the market for children's shoes. In terms of profit, the space of adult sports shoes may be higher than that of children's shoes, but the competition in this market is also fierce. Compared with it, there is no absolutely dominant brand in the domestic children's shoe market. Although there is competition, its intensity is not the same as that of adult sports shoes. However, when a reporter asked Ding Jiantong why he had to spare his energy to march into children's shoes with such a good momentum of 361 ° development, his reason was simple but reasonable. "This is actually training future consumers for 361 ° adult sneakers." In this regard, he further explained that a person would wear a 361 ° brand when he was a child, and would certainly prefer to wear 361 ° sneakers when he grew up. On this point, Ding Zhizhong's point of view can be described as "the same.". He said frankly that another purpose of the new Anta kids is to cultivate loyal consumers of Anta from childhood and improve the loyalty of Anta brand. Industry insiders have analyzed that Anta, Tebu, 361 ° and other giants have entered the children's shoes and clothing market. In addition to the huge business opportunities, there is also an important reason to meet the requirements of the capital market. Ding Zhizhong said frankly, "the new Anta kids sub brand can find more profit points for Anta shareholders, so as to create the largest return on investment." It is worth noting that with its strong capital strength and brand influence, Anta may soon set off "stormy waves" in the children's shoes and clothing market, which should be paid enough attention to. In addition to Anta, Tebu and 361 ° continuously expanding to the children's shoes and clothing market, domestic children's shoes and clothing enterprises have also accelerated the pace of industry integration. In August 2007, green children's wear, a well-known domestic children's wear enterprise, officially announced to enter the children's shoes market. At present, the domestic children's shoes and clothing market is still in the stage of "river lake scuffle". "At present, there are more than 200 brands of children's wear and shoes across the country, of which there are more than 70 famous brands. Moreover, no one brand of children's shoes has a market share of more than 8%. " Sun Zhichuan, the marketing director of green group children's shoes, said that they are in the phase of the huge development opportunities of the domestic children's shoes and clothing market. It is understood that in order to seize the huge cake of China's children's products market, some world-famous brand enterprises of children's products, such as nikekids, have rushed into China. The famous children's products brand "good child" has become the agent of 11 famous brands of children's products in the world. Under the dual "encirclement and suppression" of domestic children's wear leading brands accelerating the integration and Anta, Tebu and other "giants", the life of domestic small and medium-sized children's shoes and clothing enterprises seems to be getting worse. "Anta and Tebu's entry will certainly have a certain impact on the domestic children's shoes and clothing market, but the market is so large and the growth is so rapid that it is impossible for us to survive because of the entry of these large enterprises." There are still some people in charge of Jinjiang Shifu. However, he said frankly, Anta, Tebu and other enterprises entering the children's shoes industry certainly have their incomparable advantages. Because in the minds of consumers, the image of these brands has been deeply rooted in the hearts of the people. If the children's product series is launched, it will be more easily accepted by the market. Liu Xiaoping, executive general manager of Shishi Xiaopi company, also believes that the entry of new enterprises will definitely have an impact on the original enterprises, not to mention Anta and Tebu such "giants". "However, for us, there is no need to worry too much at present. After all, there is no unprofitable industry, only unprofitable enterprises. " Liu said. A fierce battle seems inevitable, but it is hard to decide who will win. Domestic marketing circles generally believe that with the intervention of Anta, Tebu, 361 ° and other new forces, the reshuffle of domestic children's shoes and clothing market will start soon, and the situation of "no leader" of domestic children's shoes and clothing brands will soon be broken. However, there is still a lot of imagination for who can sit on the top of the domestic children's shoes and clothing brands. 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