Layout Of Children'S Wear In Domestic Sports Brand

In 2018, we can see that the domestic sports brand has achieved a progressive development both in brand upgrading and product innovation.

From Lining's New York fashion to Anta's FILA everywhere and to the 31st election of the best new running shoes in the US TRE2019, to some extent, the image of "soil" has been reversed, and the stereotype of people's sports brand has been overturned.

And this series of phenomena shows that the sports industry is moving towards a positive trend. On the road of rapid progress, sports brands are gradually showing the ambition to expand the field of clothing segmentation, such as children's clothing.

Children's clothing market has huge business opportunities and growth space, whether it is Nike, Adidas and other international brands, or XTEP, Anta, Lining, 360 degrees as the representative of the local sports brand, are invariably joined in the "blue sea" of children's clothing.

In the context of rapid development and diversified melee, who can cut into the largest piece of cake in children's clothing?

Anta

Anta, which enters 100 billion club, has a strong position in the field of sports. It also has the advantage of the forerunner in the children's clothing market and has a good income.

As an early layout in the field of children's wear, Anta launched its children's brand Anta Kids in 2008, locating children in 0~14 and locating the mass market.

With the rapid development of children's wear market and the introduction of a series of cross-border cooperation by Anta, the income of Anta children's shoes and clothing is up to double digits.

According to the report of children's wear industry released by the majority of securities, the market share of Anta sports in China's children's wear and children's shoes market was 0.5% and 0.8% respectively in 2017.

In the current sports children's clothing market, 80% of the styles tend to be casual, and only 20% belong to professional sports. Therefore, the domestic sports brand will open up subcategories to compete for the market.

And Anta realized the importance of subdivision trend, so Anta children opened up three main categories of soccer, basketball and running to focus on the subdivision of children's sports.

For football, basketball, running three major categories, Anta children also start a different boost action.

In order to deepen the youth soccer market, Anta children cooperated with the British Premier League Burnley club in 2018. In 2017, Anta's highly popular Clay Thompson's "Crazy" basketball series extended to the children's clothing field, which led to the sales of children's basketball categories. Anta developed cool series T-shirts and rain rain wing technology clothing, which showed the professional performance of Anta children's running category.

Anta children have been focusing on technological innovation, launching technology products such as running T-shirts, wormhole technology running shoes, and opening design studios in Japan, Korea and other places to open up global design. The BLANC Series in 2018 has been welcomed by consumers.

In 2018, Anta children signed the famous child star Zhang Yuexuan for the brand endorsement, letting consumers know more clearly the brand positioning, and also using star traffic to promote the sales of the main products.

Under the strategy of product and promotion, the brand and products of Anta children are more popular among the people and get a higher market share. In 2017, the growth rate of Anta children's wear line was as high as 40%, which became an important driving force for the growth of Anta group.

According to Nelson Research Report, Anta children's brand awareness increased significantly, and Adidas and Nike joined the first tier together.

Under the great ambition, Anta opened the multi category layout, its Anta children, FILA KIDS and Kingkow three children's wear brands, their market positioning, product style and target audience are different, which is conducive to the diversification of children's clothing category of Anta group.

Anta group in the first half of 2018 financial report shows that group revenue grew 44.1%, reaching 10 billion 550 million yuan, and counted its Anta children, FILA KIDS, Kingkow three brands, 2018 Anta children clothing category revenue should have reached 1 billion scale.

360 degree

In January 14, 2019, the fourth quarter results showed that the sales volume in the three months ended December 31, 2018 was flat compared with that in the same period last year. The sales of children's clothing brands in the fourth quarter of 2018 were lower than the same period in the double digit percentage increase.

In recent years, the main brand clothing business has been in the doldrums, and the growth rate has slowed down gradually. It has prompted the 31st degree to reopen the potential of children's clothing business and become a new growth point in recent years.

In 2011, children's footwear business was launched in 2014, and children's clothing business performed well in 2014.

According to the data, the business of children's clothing has increased rapidly, and the proportion of income has increased rapidly from 1.29% in 2011 to 11.65%. In 2017, the business income of adult shoes and clothing and children's shoes and clothing was 43.72 and 711 million yuan respectively.

In view of the decline in performance, the children's clothing has been readjusted since 2016, choosing children's clothing in the middle and low price market with larger market scale and higher consumption frequency.

In the first half of 2018, the children's clothing business of 31st degree has been developing strongly, increasing by 18.8% to 365 million yuan, and the sales point has increased to 1783, and the average wholesale price has increased by 11.8%.

According to the financial data, in the 2016 and 2017 fiscal year, the profit of the brand profit of the brand was 195 million yuan and 169 million yuan respectively.

In the past two years, the profit of children's wear has slipped, and the children's wear has been reduced by closing the store.

In 2016, the number of sales outlets decreased from 2350 in 2015 to 2000 in 2017, and reduced to 1797 in 2017, averaging about 300 stores a year.

In order to promote the fast growth of children's clothing business, the children's clothing business will be pferred to Zhuji 361 degrees in November 2018. The 361 degree of Zhuji will become the holding company of the 31st degree group children's clothing business. Its purpose is to focus on the research and development of the brand of children's clothing.

Lining

According to the data report, the overall recognition of children's clothing brand increased by 15% in 2018, and Lining entered the second gradient of the brand recognition of sports children's clothing.

Lining, who is moving towards young people gradually, has changed not only in the adult brand but also in the children's clothing business.

2016 in the second half of the year, Lining reorganized the original Lining children's clothing brand Lining KIDS under the unsubscribe of the market, decided to set up an independent children's wear department and launch a new Lining YOUNG.

In 2017, Lining upgraded the original children's clothing business to Lining YOUNG, with children aged 3 to 14 as the main consumer groups, offering training products such as running training, basketball and sports fashion.

According to Lining's official data, Lining YOUNG, as an important part of Lining group's multi brand strategy, aims to provide more professional and more suitable sports equipment for young people to meet the needs of young people and further enhance the competitive edge of Lining brand.

After Lining's children's clothing returned to Lining, the children's clothing also returned to the main core, sharing the core technology and resources, and promoting the sports products with a sense of science and technology, such as tights, basketball, football and other professional products. Moreover, Lining's children's clothing also expanded the proportion of girls' products and improved the market share.

In the first half of 2018 earnings report, Lining also indicated that the next step will focus on the operation of the upgraded children's clothing business Lining YOUNG, among which Lining's children's wear is the product line featuring Tmall's trend and fashion.

The scale of children's wear market in China has increased at a relatively high speed in recent years. In 2017, the scale of children's wear market reached 179 billion 593 million yuan, and the future will continue to increase rapidly.

But the market has also brought some pressure to the professional sports children's clothing brands and enterprises. In the face of younger consumers, sports companies need to accelerate the reaction speed and enhance the ability to reintegrate.

With the gradual upgrading of post-80s and 90s to the new generation of parents, there is a new consumption demand for the design and fashion of children's clothing products. If sports brand enterprises consistently extend their past strategies and styles, they will be abandoned by consumers again.

Under the background of the joint efforts of children's wear market, fierce market competition and multi-level consumption ability and consumption concept will produce different market segments. Sports brands will have different strategies to provide innovative and competitive products, so as to meet the needs of different consumers.

Author: Qin Jin Mei