The International Fashion Week Is Full Of Lining.

In September this year, New York fashion week opened a show of "China Day", and Anta children's brand Anta Kids was astonishing in this grand ceremony. It is the second brand after the Lining brand, and is the first time that Anta has gone out of Asia to fight for the global fashion world.

The main style of this children's clothing show is the "juvenile home", the main sports function and the related products are all rubbing the Olympic Games as the main concept. The products include three series: "stubborn home source, stubborn family glory, stubborn family energy" series, which includes a group of Opening Ceremony cross-border cooperation with the United States.

It is reported that as early as 2008, Anta children were born, and now they have gone through eleven years of ups and downs. Among them, Mr. Lin Xianghua, chief executive of the company, told the media that its own brand has been sitting on the leading position of China's sportswear market share for a long time. Therefore, in order to enhance the scale of development, it will fight overseas market and expand the proportion of its share. If Anta children are upgraded from national brand to international brand, then the airborne New York fashion week is undoubtedly the most wonderful first step.

In fact, Anta children's visit to New York fashion week is not a temporary move. This idea began brewing in 2018, and began planning stage earlier this year. It is worth mentioning that, earlier, Anta was the official partner of the Chinese Olympic Committee, probably because of this reason, most of the product creativity of Anta children's wear brand in the show came from the Olympic movement.

From the point of view of the category, the New York fashion week is divided into three parts: one 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". In addition, the second part is the "energy" series, adding optical fiber, OLED and other technology elements to enhance the sense of future. Secondly, the third part of the "Yao" series is inspired by the Olympic award dress of the Chinese national team, and the Olympic Games honor and sports fashion two concepts are perfectly integrated.

In fact, from the history of China's children's clothing market, Anta is the first batch of rush makers to attack this field compared with other sports brand competitors. As early as 2008, when Anta was listed on Hong Kong stock, it landed the first store of children's brand. As for profit, in August 2019, Anta group released the interim results report: in the first half of this year, business revenue grew 40.3% to RMB 14 billion 810 million yuan, and net profit increased 27.7% to 2 billion 480 million yuan. However, the relevant data on Anta's children's brand is not evident in the earnings report.

Some people in the industry believe that Anta children are just one of the Anta groups, and there are also professional plates, outdoor plates and fashion blocks. But with the aura of fashion week, I believe that the proportion of Anta children's plate in Anta group will increase in the future.