How To Break The Market For Children'S Sports Goods In China?

In recent years, our country

The scale of consumption continues to expand and maintain a relatively high growth rate.

According to the report of the China Industrial and Commercial Research Institute, the scale of children's clothing market in China reached 137 billion 200 million in 2015, with a growth rate of 8%.

With the opening of the second child and the upgrading of consumption, it is estimated that the market will exceed 150 billion by 2017.

Today, the overall market of garment industry is sluggish, especially the growth of the adult clothing market is slowing down.

In the context of the saturation of men's and women's clothing market, the rapid growth of children's wear market is particularly bright. It has become a new growth field in the development of the clothing industry. So is the children's sporting goods market. Of course, the children's sporting goods market is also an important area of competition between them.

Current situation of children's sporting goods market

With the opening of the second child policy, many sports brands are also interested in opening up.

To develop children's products, these companies not only expand their original product lines, but also pay close attention to the acquisition of brands for high-end children's market layout.

Anta

As a leading enterprise in the domestic sporting goods industry, Anta's layout in the children's market is also very complete.

As early as 2008, Anta Sports Products Limited launched a series of children sporting goods, thus becoming the first domestic sporting goods company to enter the children's wear market.

By the end of 2015, the number of Anta stores, Anta children sporting goods stores and FILA stores was 7031, 1458 and 591 respectively.

According to the semi annual report released by Anta, in the first half of 2016, the contribution of Anta children's clothing increased by more than 30% over the same period last year, accounting for about 10% of the total revenue. And during the continuous growth, children's wear brand became an important source of revenue for Anta.

361 degrees

In 2010, it decided to set up an independent children's clothing business department. 360 degree children's clothing is facing the market of children aged 5 to 12, and the products are located at medium and low prices.

According to the latest report of 31st degree, there are 2416 outlets offering children's clothing sales, and 67.2% children's clothing stores are located in three line cities and below.

In September 2014, it signed a strategic partnership agreement with Baidu to develop intelligent footwear products with tracking equipment and applications.

In the same year, the turnover of children's clothing was 508 million yuan, up 20.7% from 420 million yuan in 2013.

XTEP

In 2011, XTEP Group officially launched the "XTEP children's wear" brand, and in 2012 established a professional operation of the brand Xiamen XTEP children's products Co., Ltd.

The target market of XTEP children's clothing is similar to that of 360 degrees, mainly in the two or three tier cities in the mainland.

Unlike the previous two companies, XTEP operates earlier in the new media and traditional media.

Not only has it been named the CCTV children's column "big hands and little hands", "dream general mobilization" and so on. At the same time, it has launched marketing activities at the network end, and has filmed the brand micro film for publicity.

The prospect is huge, but we need to be cautious.

With the continuous progress of society and the upgrading of household consumption, the public is paying more and more attention to children's sporting goods.

In May 2013, the Chinese sporting goods industry federation issued the "

"

It is worth noting that the white paper shows that the market for children's sportswear will be in a good time for development in the next 20 years. According to the estimated scale of over 100 billion yuan, it has become a new battleground for sports brands both at home and abroad.

From the earnings reports released by major sporting goods companies, children's clothing business is also one of its steady growth points, especially in recent years, when the sporting goods market has experienced a severe winter, the performance of children's wear market is even more substantial.

Children's sporting goods industry has become the "blue ocean" market of sporting goods industry.

Because the scale of children's sporting goods in the domestic market occupies a small proportion of the whole garment industry and lacks brand operation, this gives the sports brand a huge market development space.

Coupled with the liberalization of the second child policy, the market will further expand.

In recent years, many sports brands regard children's clothing as one of the important strategies of the group.

But overall, China's children's sports market has yet to emerge as a leader.

How to "take the lead"?

When children's sporting goods market continues to improve, a number of listed companies have begun to enter this field. How can these companies quickly occupy the market? Are there any opportunities for some start-ups to have children's market? Where are their market breakthroughs?

Acting foreign brands

stay

In addition to Anta's own Anta children, another important source of revenue is its FILA children.

Its market positioning is higher than that of Anta children.

Through this positioning differentiation, Anta has been able to cover a wider range of children's wear market and expand its market share.

Two joint with big brands, authorized brand externally

As one of the leading sports brands in China, Lining does not share much in the market for children's sporting goods.

But in 2009, Lining signed a contract with Parker, and Lining authorized his brand to the company.

But in 2012, the collaboration between paramount and Lining ended.

In fact, at that time, the sales scale of Lining kids has increased to about 200 million yuan, which has already had a great influence in the market.

However, in the past few years, Lining's sports industry has been losing money for many years. He is in hot water.

Latecomers live.

Three exert oneself in marketing

Children's sporting goods market is still in the initial stage of development in the sporting goods market, but with the increase of market volume, there will be more and more problems.

Under the competition of foreign sports brands, such as Nike and Adidas, how to maintain differentiation and enhance their core competitiveness has become a key issue facing domestic children's sporting goods companies.