Anta Children Never Stop, How Many Steps Away From The Children'S Empire?

Today's Anta business is doing a good job. It has made a lot of efforts to buy and buy Anta.

In January 1, 2008, Anta children's business started, and Anta became the first sports brand to enter the children's sporting goods market in China.

At the same time, Anta's children's brand "Anta children" was created. The sales crowd was located in 0~14 year old children, and the sales target was positioned in the mass market, the same as the main brand.

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

In recent years, it can be seen from Anta's actions that it is stepping up the layout of children's clothing market, from low-end to high-end, from big boy to baby child all-round and multi domain integration.

So what is missing when it keeps moving forward and stepping up its layout?

Middle and high-end market

At present, Anta's middle and high-end market has come out, and the middle and high end layout is also the choice of the market. It meets the needs of the times and complies with the trend of consumption upgrading.

It was evident from the acquisition of FILA in 2009.

7-12 years old, domestic

In 2009, it acquired Fila's business in China, positioning its high-end sports and fashion brands, and launching Fila Kids in 2015, targeting the 7~12 high-end high-end children's market, continuing the adult brand FILA positioning and targeting high-end shopping malls as a target market, mainly in the second tier city shopping centers and shopping malls.

0-14 years old, international

In October 20, 2018, Anta sports announced in its official website that its wholly-owned Affiliated Companies has completed its 100% interest in acquiring King Kow, including trademarks.

King Kow was founded in 1998 as a leading and long-standing brand of international children's products. It is located in the high-end children's market, and its product design and quality are loved by consumers.

This acquisition will not only help to strengthen Anta group's influence in children's shoes and clothing market, but also deepen the multi brand strategy of group companies in children's shoes and clothing market, and provide more diversified choices for consumers.

The acquisition, Anta group's children's territory in the main occupy the low line city mass market Anta children, has more to the high-end market development of the weight.

Prior to this, Anta in the mid 2017 report, for the first time, changed the target users of Anta children from 4-14 to 0-14 years old, and the main products of the King kow were divided into male / female treasure, male / female children, and a small number of infant products, which seemed to coincide with Anta's low-key interest in the infant market.

international

In September 2018, Anta sports launched a takeover of sporting goods Amer, which is based in Finland. Unlike previous sales rights in China and FILA, Descente, Anta has to buy Amer's global business.

Anta chose Amer as its target, demonstrating its commitment to outdoor sports.

Amer 62% comes from outdoor sportswear and accessories, especially winter sports products.

Middle and low end market

In the low-end market, Anta has the earliest layout, that is, its own subsidiary brand ANTA KIDS.

Over the past few years, the market has gradually occupied the middle and low end children's clothing market. Nowadays, it is also a brand with over one billion volume. It can win the top in the highly dispersed children's clothing market.

1-13 years old, domestic

In 2008, the subsidiary brand ANTA KIDS, ANTA KIDS was launched as an extension of Anta brand.

On the one hand, we should enhance the competitive advantage of the whole parent brand, on the other hand, we will expand sales through the market influence of the parent brand, and tap new user groups.

With the brand marketing experience of Anta for many years, we develop the Chinese children's wear and children's shoes market, and strive to build a famous brand and leader in China's children's wear market.

ANTA KIDS is priced from 79 yuan to 300 yuan, and for the 1-13 year old mass market, it has an advantage in the market of children's clothing through cost-effective.

international

In 2015, Anta acquired the British outdoor brand Sprandi, which is regarded as Anta's compensation for the international brand in the low and middle end market.

On the whole, the basic layout of the middle and low end market is complete; in the middle and high-end market, the domestic high-end baby industry is relatively weak.

With the gradual relaxation of the birth policy, the birth rate of the newborn will all rise. Starting from the baby is a more convenient way, which can reduce the cost of acquiring the guests and improve the brand line.

At the same time, the overall trend of Anta also shows its importance in the field of outdoor sports.

On the one hand, opening up the international market and introducing the international outdoor sports brand to China is also a confidence in the future of China's outdoor sports.