Anta Children In New York Fashion Week Become The Latest Trend Makers.

Taking the international fashion week to become a new trend of domestic brands, Anta children have become the latest trend makers.

In Beijing time September 9th, Anta children presented 40 sets of clothes in 15 minutes on the theme of "youth home" in New York fashion week.

This show is divided into three series: "obstinate home, stubborn family, brilliant family and energy". The Olympic Games are the embodiment of the Olympic Games. Among them, the joint cooperation of Opening Ceremony is the most popular concern. Peace pigeon, olive branch, Olympic rings, China's first gold medal in 1984, has become one of the design elements.

During the interview, Jiang Yan, senior director of Anta children's Lin Xianghua and Anta's children's brand marketing department, emphasized the identity of Anta's "Chinese Olympic Committee partner". They hope that they will invest heavily in the scarce resources of the industry, deepen their binding with their brands, and integrate marketing resources with products. In recent years, the use of joint names has improved the brand story and trend attributes.

In recent years, Chinese children's clothing brands including Han Du Yi House Children's clothing and Connie Junior also hope to show the new design and brand image with the help of international fashion week or international children's wear week.

Jiang Yan revealed that the fashion week in New York started last year and began preparations early this year. The use of Anta children instead of Anta's main brands to participate in fashion week, to a certain extent, also reflects the current Anta's attention to children's business.

In the latest Anta 2019 first half earnings report, Anta's main brand grew by 18.3% to 7 billion 590 million yuan. Anta said in its earnings report that such growth was mainly due to the "Anta brand and its products' market awareness, which led to a steady growth in Anta's brand revenue and a significant increase in the profits of Anta children."

It can be seen that the current growth rate and volume of Anta children are of great importance to Anta's main brand.

Although Anta's main brand (Anta brand + children) is 7 billion 590 million of the same volume compared to 6 billion 255 million of Lining's and XTEP's 3 billion 357 million and 331 3 billion 267 million respectively, Anta's main brand now has 10223 stores, while Lining's whole is 7364 stores, and the growth rate of Lining 32.7% and XTEP 23% during the same period is higher than that of Anta's. This means that several major domestic brands will become more competitive in the future. There may be more room for competition in terms of store effectiveness, number of stores and gross margins.

Among these, children's business will be the next important competition point.

According to the report of Chi Yan research, with the opening and upgrading of the second child, the market size of children's wear industry in China reached 159 billion 700 million yuan in 2017, and the average compound growth rate in the next five years (2017-2021) is about 8.05%. In 2021, the scale of children's clothing industry in China will reach 217 billion 700 million yuan. At present, all sports brands and fast fashion brands are in the market of overweight children's clothing.

As of June 30, 2019, Lining's children's clothing business Lining YOUNG has covered 31 provinces, with a total of 872 shops. Lining himself said, "children's clothing business is advancing in an orderly way, and achieved some results. With the continuous accumulation of experience, we are confident that we will do better in Lining's children's clothing business. Children's clothing is a big market and will give us great room for development. In addition, the sales of children's clothing in the first half of 2019 increased by 6.6% to 388 million compared to the same period in the first half of the year, accounting for 12% of the group's revenue.

While Anta children are growing significantly, they need more new bright spots to cope with the increasing market competition and the higher growth demand of the main brand.

Lin Xianghua, President of Anta children, told the lazy bear sports that Anta children plan to launch an independent store with sports trends. "In the future, we hope that the three plates will be displayed in the market, one is the baby child plate, one is the trend plate, and the other is the youth plate. "

"The children of Anta children are 1 to 14 years old. This age span is very large, which will form several different marketing modes or the way of product structure. Our product line will basically be divided according to age, men and women, and will be divided according to the sports scene." Jiang Yan, senior director of Anta children's brand marketing department, may explain the logic of the three parts of the market for children's clothing business.

For the development needs of children's business, it is required that children's businesses that have reached a certain volume will dig deeper into the more segmented market - the three pieces of baby children, teenagers and fashion, which will have more precise positioning and services for consumers and needs.

Lin Xianghua disclosed that the three category stores are expected to be launched in the second half of 2020 and the latest in the first half of 2021.

And this fashion week in New York can be seen as the beginning of such a strategic plan. Anta children are ready to do so. At the time of fashion week in New York, they have jointly listed the joint venture with Opening Ceremony.

The price of the jacket is 599 yuan, the sweater is 339 yuan, and the shoes are 339 yuan. The price in the Anta children's official flagship store is in the middle position. Like adult brands, cost performance is the biggest advantage of domestic children's clothing compared with international brands. How to maintain a cost-effective price to attract consumers, to gain their own market advantages, and to ensure a reasonable profit margin, will be a test.

"Sports trend will not only be a high price or low price, but will also cover high and low consumption groups. In the final analysis, Anta brand belongs to the mass brand. The sports products we are pushing out will not be aimed at high-end, high-end and high-end sectors, but the low end will have low end plates, and the foundation will have a basic plate. There will not be only one plate, which will cover the middle and low market." Lin Xianghua said.

In the channel, Anta children are mainly wholesale mode. Lin Xianghua said, "the development of Anta children in recent years is based on the habits of consumers and the form of Chinese business, many of which are based on the form of shopping centers. Many shopping centers have already settled into the service for family consumers. We just take family consumers as our market players. (so we) now the vast majority of the proportion and channel construction are in shopping centers.

In addition to mining the potential of more subdivision areas, Anta children will follow the strategy of Anta's main brand to internationalize.

In the mid 2019 earnings report, Zheng Jie, President of Anta group, said, "we are also looking at the internationalization of Anta's main brand. We will conduct some tests in Southeast Asia and the United States as the two largest markets. Especially in Southeast Asia, we have established a more important team to expand Anta's brand business. At the same time, we are constantly looking at the opportunity to enter Anta's brand in the United States, and we are walking together with two legs."

Lin Xianghua said that at present, Anta children have been laid out in Southeast Asia, and the internationalization of Anta children will expand along with Anta's main brand in the future.

Next, the growth momentum of Anta's main brand will come from the in-depth mining, internationalization and Anta's development of Anta brands. Among them, Anta children need to play an increasingly important role in the 2025 group's goal of running 100 billion yuan. Lin Xianghua said that their long-term goal is to become the world's first child movement plate.