Sports Brand Stirs Children's Clothing Market

While the overall performance is getting warmer, in the 2014 annual performance bulletin announced by Anta, 361 degree and PEAK, the development of market segments, especially children's market, has become a new highlight beyond the retail transformation.

It is understood that in 2014, Anta, XTEP, 361 degrees. Children's wear The number of terminal stores has increased, and in 2015, the children's plate became an important strategic component of major sports brands.

　 Children's wear shops generally increased

As for the growth of 2014 performance, Anta management said it was more than the group. brand The implementation of strategy also has much to do with it. It is understood that at present, Anta owns Anta, FILA, NBA, Anta children and other brands, covering different groups of people and different retail outlets.

Data show that in 2014, the number of children's shops in Anta was 1228, an increase of 347 compared with 881 in 2013. This year's target is 1500 to 1600. In addition, Anta has further enhanced the market position and attractiveness of FILA brand. At the end of 2014, there were 519 FILA stores in mainland China, Hongkong and Macao, representing an increase of 103 compared with 416 in 2013 and 550 to 600 in 2015.

XTEP also has some initiatives in children's products. As of December 31, 2014, there were about 500 sales outlets for XTEP's children's products, an increase of about 66.7% over the same period last year.

The growth of children's clothing business at 361 degrees is even stronger. The data show that children's clothing at 361 degrees is mainly for children aged 5 to 12. As of the end of 2014, there were 2142 stores in children's clothing business, including 623 in East China, 672 in North China, 447 in Southern China and 400 in West China. The annual sales of children's clothing reached 508 million yuan, up 20.7% from 420 million yuan in 2013.

Upgrading of children's strategic status

It is understood that adult sports brands basically entered children's clothing market from 2010 to 2011. Before that, children's clothing market was mostly made up of international children's wear brands and local children's wear brands. At present, the largest share of children's clothing market is Semir's barabera brand.

Because the overall size of children's wear brand in the domestic market is too small, the lack of brand operation, and the industry leading brand have not yet been determined, which has given the sports brand huge market space, coupled with the release of the second child policy and the further expansion of the market, in 2015, many adult sports brands regard children's clothing as one of the important strategies of the group.

Ding Shizhong, chairman and CEO of Anta's board of directors, told reporters that many sports brands in the children's market were already doing it. Anta was the first to intervene. However, it is not easy for a brand to do a new business. Anta has been groping for the past few years. "In 2014, we basically found a development model suitable for children's brands. With the establishment of the business mode and the fact that China has no leading brands in children's shoes and clothing, there are great opportunities. The children's brand will become an important part of Anta group."

XTEP Group Chairman Ding Shuibo also said that the market for children's products will be the focus of this year's investment, and the sales of XTEP children will increase to 600 to 800. In addition, XTEP has reached a cooperative relationship with the CCTV children's channel, Jiangsu you man cartoon TV and Beijing's cool children channel.

361 degree signed a strategic cooperation agreement with Baidu, launched intelligent positioning and monitoring function. Children's shoes Leveraging big data applications to enter the high-end market, and enhance the influence of children's clothing brands in the market.