Spring Enterprise Collectively Leveraging Children's Clothing Breakthrough Pformation Leisure Fashion Area

< p > del Hui official website, Tmall mall del Hui flagship store quietly changed the label, changed from the previous orange logo to the blue label, which is considered to be a symbol of the pformation of del Hui's "fast fashion".

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< p > in fact, under the background of the slow growth of the traditional sporting goods market, it is not only del Hui that actively pforms and seeks new development space. Anta, XTEP, 361 degree, Hongxing Erke and so on are also actively involved in children's clothing, fashion, leisure and other fields, looking for new long points.

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< p > < strong > collective leveraging children's wear breakout < /strong > < /p >

Children's music talent show "China new sound generation" was officially launched by < p > Golden Eagle cartoon TV. On this background wall and the big screen called the children's version of China's good voice, we clearly see the signs of children's wear at 361 degrees.

This multi million dollar sponsorship clearly reveals the importance of 361 degrees for children's clothing.

In fact, since the beginning of 2012, under the market downturn of sports goods industry, children's clothing business has become a rare "bright spot" in the operation reports of major brands.

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< p > 361 degrees recently released the second quarter business report shows that the scale of children's wear business continues to expand. By the end of June, the total number of retail businesses was 1678, an increase of 88 from the end of last year, with an average area of 40.5 square meters, of which about 45% were independent stores.

It is understood that in 2012, in the case of the decline of adult sports series, the turnover of the 361 degree children's wear series increased by 97.7% to 370 million yuan, and the average selling price and sales volume also increased by 25.7% and 57.1% respectively.

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< p > hope that the development of children's wear is more than 361 degrees.

Anta also increased the pace of development of children's sporting goods series last year, and the number of shops increased from 632 in 2011 to 833.

It is estimated that by the end of 2013, the total number of children's sporting goods stores will reach 950 to 1000.

XTEP also said that it will continue to develop children's clothing business, and plans to add 100 to 200 children's clothing stores in the two or three tier cities this year.

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< p > < strong > pformation leisure fashion area < /strong > /p >

< p > at the same time, while some sports brands are vigorously developing the children's wear market, del Hui is experiencing the biggest adjustment in the history of enterprises: from the traditional sporting goods brand to the fast fashion brand.

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< p > "in the first half of this year, I found a phenomenon in the process of going to the market, that is, sports brands are generally experiencing a downturn in the market, while some leisure fashion brands such as Semir and YISHION are expanding."

Zeng Jing, a brand director of del Hui, believes that this is a reflection of changes in the terminal market and consumer preferences.

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< p > "products should meet the current and future changes in consumer aesthetic and preferences."

Zeng Jing disclosed that the pformation to fast fashion is mainly to expand and upgrade the existing product lines.

In the future, there will be fewer and fewer sports style products in del Hui products, and more and more products will be fashionable and life oriented.

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< p > Hongxing Erke is also gradually adjusting its direction. From terminal to product, there have also been many changes, less rendering of sports power and speed, and more fashion and leisure feeling.

What is more obvious is that last summer's main push "micro collar T" has made a good response in the market.

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< p > "compared to last year's" test water ", this summer product style is more clear," micro collar T "is still the main push, but from a product to a series, not only on T-shirts, but also on shirts and other products, in addition, compared with last year, product style more, design stronger.

Hongxing Erke relevant responsible person said.

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< p > < strong > continuation of multi brand strategy < /strong > < /p >

< p > the change of product design style and the attempt to new field need to realize the pition of the consumer group without affecting the original market premise.

Del Hui and Hongxing Erke adopted a series of products to test the water in advance, and gradually adjusted the product style in the market. 361 degrees adopted a multi brand strategy, while keeping the 361 degree movement, 361 degrees of children's clothing and 361 degrees were opened.

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"P >" children's clothing consumption crowd is 3 to 14 years old children and teenagers; 361 degree sports consumption crowd is 16 to 45 years old young and middle-aged people; 361 degree is still positioning 16 to 25 years old, fashion oriented youth group.

The three brands are different and complementary. They cover a wide range and can basically meet the shopping demand of a family for sports fashion: a target= "_blank" href= "http://www.91se91.com/" > dress less than /a.

Zhao Feng, director of the 361 degree brand communication center, told reporters that 361 degrees after entering the capital market in 2009, he formulated an independent multi brand strategy and expanded other categories besides sports. This is the continuation of the multi brand strategy.

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< p > the attempt to try multi brand strategy is not only 361 degrees.

Anta's multi brand road actually started 4 years ago to buy Italy brand Fila China's trademark rights and operation business; the high growth of the outdoor sports market has led Anta to see a "blue ocean", and Anta outdoor sports series is expected to come out.

After launching the brand Xtep1 1 of children's clothing, XTEP also launched the sub brand Xtop, which mainly competed for the mainland's two or three line city leisure < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > market.

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< p > for sports brand, whether entering the field of children's clothing or pforming the fashion and leisure area, it is undoubtedly a self adjustment period in the sporting goods industry, and an exploration of the new field has also brought new growth points for enterprises.

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