Anta And Other Adult Brands Eat "Children'S Meals".

< p > inventory crisis has led to the shrinking of the revenue of many clothing brands. The children's wear series has become the highlight of the Quanzhou sports brand.

Compared with the fierce competition in sportswear market, the children's clothing market has obviously become a soft and delicious new cake of sports brand.

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< p > < strong > children's wear shops increase 100% < /strong > /p >

The first half results of < p > 361 showed that the turnover in the first half of the year was 2 billion 869 million yuan, down 9.9% from the same period last year.

At the same time, gross profit margin and net profit also showed a significant decrease compared with the same period last year. The only group growth figures were 282 to 1439 children's clothing stores in the period, and children's clothing exceeded the group's 11% income for the first time.

According to the report, in the four main lines of business, footwear, clothing, accessories and children's wear, only children's clothing products performed better, the average selling price increased by 40%, sales increased by 107%, and the proportion of the group's sales increased from 3.6% to 11.6%. According to this ratio, the revenue of 361 degrees children's clothing in the first half of the year reached 332 million yuan.

The 361 degree also claims that the brand has worked with Warner Brothers and manway to secure the use of Batman and Spiderman. These products have started operation in the second half of this year, and believe that children's clothing will promote greater growth in the second half of the year.

From the above data, we can see that in the field of children's clothing of many sports brands, it is a unique show.

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< p > > a href= "http://www.91se91.com/news/index_x.asp" > Anta < /a > in its semi annual report, it also shows the growth of < a href= > http://www.91se91.com/news/index_f.asp > children's wear > /a > although there is no specific data of children's wear in the report, it shows that the children's shop has increased from the original 623 to 691.

The report also indicates that due to the decentralization of children's market is more dispersed than adults, the short-term development potential of children's sports is huge. Anta children will further launch the combination to launch products suitable for children aged three to seven years old.

In fact, in the Quanzhou sports brand, Anta was the first to start the brand of children's business department. In January 1, 2008, Anta announced that it would enter the children's sporting goods market.

There are people in the industry who believe that because of the better development of Anta sportswear in the past two years, the focus of Anta has not been embodied in children's clothing. However, with the adjustment of Anta's traditional business in 2011, Anta will pay more and more attention to children's clothing business.

In recent years, Anta and China Leather Research Institute have carried out "China children foot type research" in cooperation with China Leather Research Institute, explored the rule of Chinese children's feet, understood the influence of age, sex and region on children's shoe type, established and improved Chinese children's foot type library, and developed a shoe last for children of every age group based on professional data.

It can be seen that after the industry collective high inventory has led to the decline of multi line products, the children's clothing market will become a new force for Anta to increase investment.

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< p > < strong > adult brand eats "children's meal" < /strong > /p >

< p > compared to the previous two, late last year, it was announced that the expansion of XTEP's children's clothing series was late. But in March this year, XTEP's children's clothing 2012 autumn and winter new product release meeting, XTEP announced that it had completed the target set by hundreds of millions of orders. For a brand new field, such a data could be produced in one quarter, which obviously made XTEP confident.

XTEP announced that XTEP children's clothing will focus on deploying the two or three line city expansion plan in the future. The age of the product extends from two years old to fourteen years old, and strives to work together with the regional partners in three years to become the top five brand in the field of children's wear.

More industry analysis, XTEP announced at the beginning of the year, said the group obtained three syndicated loans from eight banks for 140 million years and HK $82 million (total 780 million HK dollars) of dual currency loan financing.

And this financing will focus on the plan to enter the children's market.

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< p > XTEP has also increased its investment in the field of children's wear.

It is reported that "XTEP little star activities" was launched in April this year in the five national competition area. The company's relevant personnel said, "XTEP small star activities" is an important measure for XTEP's children's wear brand development strategy. The activities will integrate the powerful resources of XTEP group and invest huge sums in the promotion of online and offline activities, so as to build a dream stage for children in China.

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< p > < strong > make bigger market cake > /strong > /p >

< p > Chen Shuqing, director of the China children's products research center, believes that although the sports brand in front of the children's clothing field is actively promoted, it is not yet possible to pose much threat to the original children's wear brand.

"China's children's wear market is still very large, and it needs more products than adults.

For local children's clothing brands, there are also difficulties faced by adult clothing brands, but their difficulties are more internal resources integration and upgrading.

The addition of sports brands is more evidence of the diversity and size of children's wear market.

Chen Shuqing further analysis, take the children's shoes market, now children, shoes seven or eight pairs, more than a dozen pairs are very common.

This is not only because with the growth of the body, children need to change their shoes quickly.

With the improvement of living conditions, many children also have many kinds of children's shoes, such as leather shoes, sports shoes, cloth shoes, cave shoes, sandals, outdoor shoes and so on.

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< p > Chen Shuqing also mentioned the increase of children's clothing brought about by the special group of "the two generation alone".

Because of China's special national conditions, many of the original "single generation" couples have already become parents. These families often present the inverted triangle form of "4+2+1". 4 generations of grandparents and 2 generations of parents have poured all their love into the only child in the family known as the "two generation alone", so that these children have the consumption space that the previous generation did not have.

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< p > data show that since 2010, the number of new births in our country will usher in the fourth peak period. The growth rate of birth rate will continue to slow down until 2030.

Due to the huge consumption market of children, the children's industry will be at a good time for development in the next 20 years. Infant and young children's sportswear will become an important growth point for children's clothing market in the future.

At present, the children's wear market not only attracts many domestic and foreign professional children's wear brands, but also makes Haier and other non garment enterprises cross the border into the industry.

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< p > < < a href= > http://www.91se91.com/news/index_p.asp > > Quanzhou > /a > sports brand has entered the children's wear circle from the sportswear field. The head of Specialized Committee of children's wear of China clothing association has said that the development of children's wear market still needs to be improved, which provides an opportunity for sportswear to enter the children's wear market.

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