Anta And 31St Degree Children'S Wear Business Is Thriving.

< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201406/04/20140604105537_sj.JPG "/" < < > >

< p > in early May, the China Sporting Goods Federation released the white paper on the development of China's sporting goods industry in 2013.

It is noteworthy that the white paper shows that the children's sportswear market will be a good opportunity for development in the next 20 years, according to the data analysis in various subdivision areas of sports goods industry. It is estimated that the scale of over 100 billion yuan has become a new battleground for sports brands competing at home and abroad.

< /p >

In 2008, Anta Sports Products Limited launched the children's sporting goods series, thus becoming the first domestic sporting goods company to enter the children's wear market in P.

Anta has expanded its potential for growth in China's children's sporting goods market.

Anta's judgement is based on the promotion of urbanization, improvement of people's livelihood and the increase of affluence. More parents attach importance to the quality, safety and function of children's sporting goods, and urge their demand for children's sporting goods brands to become increasingly urgent.

< /p >

After P, several giants of the domestic sporting goods industry have been laying out in the field of children's sportswear.

In 2010, Li Ning Co Ltd launched a 3 year cooperation with local children's clothing manufacturer Parker blue for the use of brand licensing mode. However, after 3 years of cooperation, Lining changed partners.

In 2010, we entered the children's a target= "_blank" href= "http://www.91se91.com/" > the clothing "/a" market and the 360 degree International Co., Ltd.

The company says children's clothing is becoming increasingly important to its group, which not only expands the company's income but also places it in a lucrative market for children's clothing.

< /p >

< p > < strong > Anta and 360 degree children's clothing business is booming. < /strong > < /p >

< p > 2013, the sales volume and the number of stores of Anta and 31st degree company showed a downward trend without exception due to the impact of closing shop tides, reduced sales orders and inventory clearing channels.

< /p >

< p > children's sporting goods series play a strategic role in Anta product mix.

This series is designed to provide fashionable, protective and comfortable products for children between 3 and 14 years old, and establish a sense of brand belonging among children of this age group.

In 2013, Anta played its innovative role and launched more than 1000 new style children's products, including a variety of technology applications, such as < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > products using advanced soft pillar technology, such as sweat absorption and drying, waterproof and moisture permeability, light weight and warmth preservation, reflective warmth preservation, and other technologies used in children's windbreaker, velvet clothing and light down garments.

< /p >

< p > according to the 2013 annual report, Anta's turnover decreased by 4.5% to 7 billion 280 million yuan, and gross profit margin increased 3.7 percentage points to 41.7%.

< /p >

< p > by the end of 2013, the number of Anta stores and sports life series stores was 7757, and the number of children's sporting goods stores was 881 (833 in 2012).

< /p >

< p > compared with Anta, the company's performance in 2013 is bad, but its children's clothing business is thriving.

As early as August 2013, the sales volume of the spring / summer order meeting released by the company in 2014 showed that the total order amount would drop by 8% compared with the spring / summer order in 2013.

361 orders for brand orders fell 11%, 361 orders for children's clothing increased 21%.

< /p >

< p > > according to the 2013 annual report of the company, the turnover of the company decreased by 27.6% to 3 billion 583 million 500 thousand yuan, and gross profit margin dropped 0.3 percentage points to 39.5%.

From the perspective of business performance, the total retail sales of adult clothing decreased by about 10% to 7299, and the total retail sales of children's clothing increased to 1858, compared with the net increase of 268 at the end of 2012.

Of the 1858 children's wear shops, 486 are department stores or hypermarket counters, 726 are independent shops, and the remaining 646 are display locations in adult sportswear shops.

< /p >

< p > in the year 2013, the turnover of children's clothing business increased by 13.6% to 420 million 400 thousand yuan, which accounted for 7.5% of the company's turnover from 7.5% in 2012 to 11.7%.

This growth reflects the strong retail base of the 31st degree children's wear business and the potential for sustained growth.

< /p >

< p > < strong > Lining's children's wear focuses on the 10 year plan < /strong > < /p >.

< p > 2012, Lining announced the change plan in July after the introduction of Tak Tai Investment, and started the channel revival plan in December.

Because of its inconsistency with its core brand value orientation, Lining decided to gradually abandon the business overlapped with casual clothes. With the increasing enthusiasm of domestic sports participation and the constant pursuit of consumer value, the main business will focus on developing five core sports categories such as basketball, running, training, sports life, badminton and so on.

< /p >

In the year of P, Li Ning Co announced that the children's sports market will be the key direction of development in the future.

In the next 10 years, Li Ning Co will exclusively authorize Lining brand to Tianjin wide cat children's Articles Co., Ltd., with exclusive right to operate Lining children's wear series, including clothing, shoes, accessories and other children's products of the whole category.

In March, Lining's children's clothing not only released a brand new logo, a new management team, and announced the development plan for the next 5-10 years.

< /p >

< p > Lining's children's wear is Lining's 5-12 year old children's campaign. < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > children's wear brand. The brand advocates the safety and healthy growth of the child care campaign.

Lining's children's brand products include different series, specializing in the production of sports protection technology products, mainly for children's physical education, sports meet; sports life series is focused on the production of children's safety of basic products, will be applicable to extracurricular activities, play and other daily activities.

As an important part of Lining's brand family, children sportswear will be one of the new business development directions of Lining group in the future.

< /p >

< p > Tianjin wide cat company was founded in May 2011. It is a company specializing in children's products, which is invested by Lining group, which is a research and development, design, production and market.

As one of the shareholders of wide cat, Li Ning Co has licensed the children's clothing brand to wide kitten. The brand authorization began in January 1, 2013 and divided into 2 cycles, 10 years.

The wide cat will operate independently and develop new businesses in an entrepreneurial way.

With Lining's brand awareness and strong support from the group, wide kitty will share with Li Ning Co the supplier and channel resources in product development, sports industry.

< /p >

< p > < strong > using new media to enhance brand awareness < /strong > < /p >

< p > in the field of how to consolidate and improve the market awareness of children's wear brands, the domestic sports giants adopted different strategies.

< /p >

On the whole, the market strategy of P is to consolidate its position in the middle and popular market in China's three line market and small cities, and develop in the specific children's wear market and high-end sports apparel and sports products.

The company has made full use of authorized American cartoon characters to design, produce and sell children's wear, shoes and accessories, such as the American cartoon characters Batman, Spiderman and Superman.

In 2013, the company also sponsored the children's singing competition "China new sound generation", one of the three major Chinese children's channels, Golden Eagle cartoon TV, to enhance the brand image of children's wear through partnership.

< /p >

< p > Anta focuses on the positioning of the mass market and expands its position in the sporting goods market in China by diversifying its sports resources and innovating to achieve greater differentiation.

Anta has made full use of new media in brand promotion.

For example, on its brand websites and popular social networks, through a series of promotional activities to promote products and arouse children's enthusiasm for sports.

< /p >

< p > 2013, Anta joined the champion fund on the Sina micro-blog social networking platform to launch an early "home hour" campaign to encourage fathers to spend more time playing, communicating and participating in sports with their children.

< /p >

< p > Anta predicts that by the end of 2014, the total number of Anta stores in China (including professional sporting goods and Sports Life Series) and children's sporting goods stores will be 7700-7800 or 900-1000 respectively.

In addition to the growing popularity of the sixth generation Anta store image in the physical retail channel, Anta will further optimize its advertising and product display, thereby increasing customer traffic and increasing sales for its retailers.

In view of the rapid growth of online shopping, Anta will expand its own e-commerce platform and launch unique products to meet the needs of online shoppers.

< /p >