Anta Children's Target Revenue Has Just Reached New York Fashion Week 20 Billion

After China's Lining, the international fashion week has ushered in a Chinese sports brand.

Beijing time September 9th, Anta children's brand Anta Kids appeared in the fashion show of New York Fashion Week "China Day", which is Anta's debut in the international fashion week.

The theme of this show is "teenage home", the main sports function, and the related products are based on the Olympic elements. Three series of "stubborn home source, stubborn family glory, and stubborn family energy" are introduced, including a group of joint venture with Opening Ceremony cross-border cooperation.

Anta children was founded in 2008, and its brand has been established for 11 years.

Lin Xianghua, President of Anta children, said: Anta children's brand has occupied the first place in China's children's sportswear market share for many years.

Choosing to go to the show fair, Jiang Yan, senior director of Anta children's brand, said, "business first, occupancy rate first is not enough. In the new ten years, we want to make Anta children truly international and can stand at the height of the world, so we found the meeting point and finally chose the fashion week in New York."

It is reported that the New York fashion week project was first conceived in 2018, and entered the substantive preparatory stage at the beginning of this year.

Because the parent brand Anta is the official partner of the Olympic Committee of China, affected by the influence of the Olympic Games, the children's clothing brand has been inspired by the Olympic movement.

The New York fashion week is divided into three parts: the first part is the "source". This series of cross-border cooperation with Opening Ceremony symbolizes the origin of the Olympic Games. The core design elements include the olive branch symbolizing peace, the opening ceremony torch and China's first participation in the Olympic Games "1984".

The second part is the "energy" series, adding optical fiber, OLED and other technology elements to enhance the sense of the future.

The third part, "Yao" series, is inspired by the Olympic award dress of the Chinese national team, and combines the Olympic Games honor with sports fashion.

The show, including 7 year old designer Haileigh, fashion blogger Sai De Silva, the youngest National Geographic photographer Hawkeye Huey, 9 year old fashion illustrator Dear Giana, and fake smile boy Gavin Thomas, has been invited as a guest show.

Jordan Chan, who brought his son Jesper to take part in the fifth season of his father, was invited to attend this meeting with his wife Cherrie Ying.

Lin Xianghua said: "in addition to increasing popularity and showing the brand spirit on the stage, we hope to promote some new products outside the professional sports sector as our second ten year important growth point."

In recent years, local sports brands have been targeting children's clothing market. Anta is one of the earliest entries. In 2008, it landed in Hong Kong stock for second years, and Anta children's brand was founded and opened the first store.

At present, Anta children's stores are mainly located in shopping centers, all of which are wholesale.

In August 2019, the interim report released by Anta group showed that in the first half of this year, business income increased 40.3% to RMB 14 billion 810 million yuan, and net profit increased 27.7% to 2 billion 480 million yuan.

However, there is not much information about Anta children's brands in the earnings report, and the relevant performance data have not been disclosed.

Under the multi brand strategy, Anta group is divided into three brand groups: Anta, Anta children, Sprandi and AntapluS professional sports brand group, FILA, FILA FUSION, FILA KIDS and Kingkow fashion sports brand group, as well as AMMAT sports, DESCENTE, KOLON SPORT represented outdoor sports brand group.

Among them, the group has Anta children, FILA KIDS and Kingkow and so on the three is children's wear brand, Lin Xianghua thinks, "Anta group in the overall brand building is relatively complete, professional plate, outdoor plate, fashion plate, children under all the plates are arranged, Anta child plate in the group is a very important part."

The 2017-2021 year China children's wear market investment analysis and prospect forecast report released by CIC shows that the scale of Chinese children's clothing market in 2017 is 159 billion 700 million yuan, and the average compound growth rate is estimated to be 8.05% in five years (2017-2021), and the market scale will reach 217 billion 700 million yuan in 2021.

Because of adapting to the demand of sports lifestyle, sports function and parent-child interaction, sports brand is the most natural competitor in China's children's wear market.

Nike, Adidas, Lining, 360 degrees and XTEP and other domestic and foreign brand names are making efforts in this market.

Lin Xianghua believes that the participation of local sports brands can make the children's wear market bigger. "Everyone is doing the children's brand. Lining is also making efforts. XTEP is also making efforts, including 331 degrees are also making efforts. This is a good thing."

The market potential is huge, but the competition is equally fierce. Anta children have their own competitive edge. Anta has strong brand strength, the product has the technology function and the best price performance, and the retailer's retail capacity is well built. "This is where we do better than others."

It is learnt that in addition to New York fashion week, Anta children will also have actions in the international arena, such as the Olympic Games and other world-class sports events, to establish their own advantages in sports subdivision.

For the future of Anta children, Lin Xianghua put forward a difficult goal: in 2025 to achieve 20 billion scale of business and become China's first children's brand, the future also want to pursue the first place in children's sports sector.