Anta Layout Of High-End Children'S Sporting Goods And Adult Outdoor Products Market

In order to accelerate the realization of 100 billion project,

In middle and high end children, respectively.

And adult outdoor products market layout.

According to the world clothing and shoe net, in October 20th, Anta said its subsidiary subsidiary ANKO and Korea's well-known outdoor brand Kolon Sport set up a joint venture and announced the acquisition.

The ownership of the brand KingKow100% and the ownership of the related trademark.

At present, Anta has completed the whole process of joint venture with Kolon Sport.

After Anta's subsidiary subsidiary ANKO and Korea outdoor brand Kolon Sport have completed the establishment of a joint venture, Kolon Sport will grant the joint venture company exclusive operation and marketing, sales and distribution of products with Kolon Sport IP and trademarks in China.

It is understood that the joint venture company established by Anta is Kolon Sport, a well-known outdoor brand in Korea. It covers mountaineering, fishing, hunting, camping, hiking and other outdoor products.

At present, Kolon Sport outlets cover more than 25 provinces and municipalities directly under the central government, among which Beijing is the most densely populated area.

The Anta Xiao Xiao Niu KingKow, which is acquired by the Anta, is a high-end brand of China made children's clothing, specializing in the design and sale of children's clothing and accessories at the age of 0-14.

As of September 2017, Xiao Xiao Niu KingKow has 80 outlets in mainland China, Hongkong and Taiwan, and the United States.

In January 1, 2008, Anta children's business department started, and founded the Anta children's brand ANTA KIDS.

Anta's first quarter results in 2017 showed that 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, the number of independent children's wear shops increased to more than 2100, compared with 228 in 2009, and the number of stores increased by nearly 9 times.

The industry believes that in order to accelerate the achievement of 100 billion performance plan, Anta hopes to cover consumers from the public to the high-end market, from adults to children at different ages, and the specific needs of various market segments through different brand combinations and market layout for different customer groups.

Cheng Weixiong, general manager of Shanghai Liang Qi Brand Management Co., and senior apparel industry observer, said Anta's move was seen as a fight for more voice in the high-end children's wear market and outdoor sports market.

Multi brand strategy allows Anta to gradually get rid of the image of a single public product.

The acquisition of Xiao Xiao Niu KingKow is clearly another layout after Anta has tasted sweetness in the children's field.

After the completion of the acquisition of Xiao Xiao Kingkow, the Anta group's children's territory has more weight to develop high-end high-end market than the Anta children, who mainly occupy the mass market of low tier cities.

"At present, the outdoor sports such as ice and snow are still at the initial stage, which has great market space for sports brands, but outdoor sports have seasonal and regional characteristics. Brand development still has some limitations."

Cheng Weixiong said.

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