Anta Will Buy High-End Children'S Clothing Brand Xiao Xiao Niu

According to the world clothing shoes and hats net,

The group is acquiring high-end products in Hongkong.

KINGKOW brand, the purchase price is about 60 million Hong Kong dollars.

Xiao Xiao Niu was founded in 1998. The average price of spring and summer wear is HK $400 per set. The average price of autumn and winter clothes is HK $500 per set. The children's clothing is mainly colorful, big picture and exquisite pattern.

Its official website shows that there are about 150 stores in the Asian region.

Anta is the earliest child involved in China.

One of them, however, has been attacking the mass market of low level cities, and has gained the advantage in the market of children's wear through cost-effective (a price of not more than 300 yuan for children's wear and a price of less than 150 yuan for a pair of sports shoes).

Public information shows that in January 1, 2008, Anta children's business department started, and at the same time, founded the "Anta children" brand (ANTA KIDS).

Anta has tasted sweetness in the children's wear market.

In recent years, Anta children's clothing has gradually grown into an important driving force for the growth of Anta group.

According to Anta's first quarter 2017 earnings report, Anta's retail sales of children's products increased by more than 30%.

According to Anta's 2017 China Daily, as of June this year, Anta's independent children's wear shops increased to more than 2100, compared with 228 in 2009, nearly 10 times.

The FILA brand, which is also an important driving force for Anta's growth, also performs well in its children's clothing business.

According to Anta's 2017 China Daily, FILA's revenue has reached 20% of the group's revenue.

Not only the performance has gone all the way, but the brand of Anta children's wear has penetrated into every life scene.

Beginning in early 2017, Anta released the brand concept of "obstinate growth". Anta children (1~14 years old) launched a series of marketing activities in China, organized the "hard games", and worked with baby trees to establish Anta's "children's growth academy".

In addition, Anta children also launched the cross border cooperation feature product series of Movie Stealing baby daddy, and Anta children's KT2 series basketball shoes.

Recently released a new cooperation with Hello Kitty cool new campaign Kitty series, to create a brand exclusive "Dance Troupe", star baby Arale as a "troupe dance group", led dance Hello Hello dance MV, in the United States received attention.

Moreover, through this cooperation, Anta began to break the previous boy dominated strategy and exert great potential in the girl market.

Children's clothing market is now a battleground for soldiers.

According to the survey report on the consumer market of 2016 China CBME, 40.4% of retailers have developed or planned to develop children's own brand, which is 2.4% higher than that in 2015, and has become the second largest category of current sales.

With the gradual liberalization of the second child policy in China, the concept of eugenics and postnatal care will be stronger after 1980s and 1990s, and children's consumption will continue to escalate.

According to China industrial information network data, the scale of children's clothing market in China increased by 7.60% in 2013~2016, and the scale of the market reached 145 billion 11 million yuan in 2016.

According to the forecast, in the next 4 years, children's clothing industry in China is expected to maintain a high single digit growth.

Not just the early entry of Anta, the four giants of the domestic sports brand, in order to cater to the trend of consumption upgrading, also began to penetrate into the children's consumer market, and changed from price war to focus on product safety, quality and design fashion.

In addition to revealing the problem of children's clothing quality inspection and carrying out the continuous reorganization of children and adult departments, XTEP, Lining, 361 degree children's wear performance has achieved varying degrees of growth, and began to carry out further strategic layout.

According to the first half year earnings report of 361 degrees, in the first half of 2017, the children's clothing income of 361 degrees reached 306 million, an increase of 12.8% over the same period last year, accounting for 11% of the total revenue of the group.

Lining did not disclose the specific data, but announced the development of "Lining YOUNG" brand, from the angle of smart wearable devices for children, plans to launch its own children's wear brand Lining YOUNG in January 1, 2018. It is estimated that the number of shops will be around 500 next year, and more than 60% will be distributed in two or three line cities.

XTEP also mentioned in its earnings report that XTEP will soon introduce new children's products in the second half of 2017, which will pay more attention to quality and safety needs.

A new trend is that whether sports, fast fashion and luxury brands are doing children's clothing business vigorously, and unlike children who usually sell children's products in adult stores, more and more clothing brands begin to participate in children's clothing market by opening independent children's stores.

Anta, 361, Lining and XTEP opened their own independent sporting goods store early.

Adidas and Nike have more and more independent children's wear shops.

Fast fashion brand ZARA recently opened the first independent baby shop in London. It did not rule out the next drive to China. Taiping bird also launched the men's and women's clothing and children's clothing store after the independent children's wear business department. Recently, it opened its children's clothing brand Mini Peace Xiao Huang people's flash shop in Yintai, Hangzhou. GAP, which has been promoting children's growth through children's wear, also has plans to set up an independent children's store.

Although the domestic children's clothing market is regarded as the blue ocean of the garment industry, the problems behind it should not be underestimated.

The quality problem has always been hanging on the head of the domestic children's wear brand Damour's sword. XTEP has been left behind in the children's wear market for many times because of quality problems. Semir's brand called balbala, which is known as the leading domestic children's wear, has also been exposed to unqualified quality inspection.

The domestic high-end market for children's wear has long been dominated by foreign brands. Clothing at all ages is also severely damaged. Children's clothing market is particularly obvious, children's clothing design is not fashionable enough, and too adult is also criticized by consumers.

The children's clothing market is crowded with all kinds of people because of its huge potential. This makes the early entry of Anta have to start thinking more possibilities and grasp more initiative by exploring the high-end market.

After the successful operation of the FILA brand, Anta has stepped up its acquisition efforts, bringing Desanto, Spandi and Korea outdoor brand KOLON SPORT into the bag.

Anta officials have said they will not rule out further acquisitions.

The price of HK $60 million is also a small test.

Reporters learned that other brands had joined the bidding for Xiao Xiao cattle, but ultimately Anta's business network and brand operation capabilities have won a better purchase price for it.

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