How Does The Domestic Children'S Wear Brand Rush Out Of Tight Encirclement?

According to the world clothing and shoe net, the long-term dividend of the second child policy has stirred up the sporting goods market that has already been quiet. Whether it is Nike or Adidas, it is an international brand.

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To represent the domestic brands, children's clothing has been overweight, directly referring to the 280 billion yuan children's wear market.

The outside world is also optimistic that this market will enter a period of rapid growth in recent years. At the same time, the specific competition pattern has not yet been stable. Anta, Lining, XTEP,

The four major domestic brands are in the accelerated layout stage.

At present, Anta has arranged the middle and high-end children's clothing, the chain is the most complete, the other three have also adjusted their children's clothing strategy, looking for an effective breakthrough in the market.

1. new battleground under inventory crisis: Anta Lining 361 degree layout of children's sporting goods market

The four major domestic sports brands did not set up children's clothing at first. In 2008, Anta first entered this field to provide sports products for 0-14 year old children.

At that time, Anta children focused on the two or three tier cities, mainly in the low-end market.

However, before the maturity of children's wear series, a whole industry inventory crisis broke out.

In those days, 5 companies such as Lining, Anta, XTEP, PEAK, and 331 degrees had more than 3 billion 900 million yuan in stock, up 70% from the same period last year.

In this crisis, Lining accumulated the most serious commodity accumulation, and started a huge "closing shop tide". The domestic clothing market was chill.

But it is precisely this inventory crisis that subverted the domestic sports brand market. Anta first got rid of the crisis and bent over Lining to become the leader of the domestic sports brand.

Anta's retail pformation in this crisis has also enabled it to find a suitable development route for children's clothing.

In 2014, the number of Anta children's stores was 1228, an increase of 347 compared with 2013.

The higher profits of children's clothing also provide a more stable channel of profit for Anta.

Subsequently, 361 degrees also began to layout children's clothing area, and operated by the independent business department, developing rapidly.

In the first half of 2017, the turnover of children's clothing at 361 degrees accounted for 11% of the group's turnover, up 12.8% from the same period last year.

XTEP, which has been competing fiercely with the 361 degree competition, followed suit in 2011. However, its performance was not eye-catching.

After experiencing quality problems and insufficient sales outlets, in 2016, XTEP made a radical reform of children's clothing department. In a year, XTEP closed more than half of the children's shops.

Affected by the restructuring of XTEP children's clothing department, sales in the first half of 2017 were reduced.

2. Anta 361 degree children's clothing performance strong, big brother Lining become a latecomer?

Compared with Anta and other domestic sports brands, Lining's response in the children's clothing market seems to be the slowness. After the three year end of the 2015 fiscal year, the children's clothing department was formally set up to launch the brand new Lining YOUNG.

However, when we look at other sports brands in China, Anta children's total volume last year, including electricity sales, has reached nearly 2 billion yuan, accounting for nearly 15% of Anta's 13 billion 350 million yuan annual revenue. The FILA kids, founded in 2015, has also successfully made up for the shortage of Anta's children's high-end clothing market.

According to Anta's earnings report, Anta retail sales of children's products increased by more than 30% in the first quarter of 2017.

As of June this year, Anta's independent children's wear shops increased to more than 2100, compared with 228 in 2009, nearly 10 times.

In October 2017, Anta put the children's clothing brand Xiao Xiao's income pocket again, betting on the high-end children's wear market again, and constantly improving the market of children's clothing.

Similarly, in children's clothing market performance is good and 361 degrees, according to the information released, 361 degree children's wear since its inception, for 6 consecutive years to achieve profitability.

In the first half of 2017, the turnover of children's clothing at 361 degrees accounted for 11% of the group's turnover, with a growth rate of 12.8% and a business income of 307 million yuan.

361 degree children's clothing is basically the same as Anta children's wear, mainly for 3-12 year olds to provide sportswear, footwear and accessories products.

Previously announced 2017 winter orders will also achieve a high growth rate, making 361 degree children's wear for Twelfth consecutive quarters of growth.

361 degree brand positioning in Anta, 361 degrees to take the lead in the high-end, middle and low end children's clothing market background, Lining will be divided into Lining and Lining KID children's clothing brand.

Lining YOUNG's target consumer group lock-in the 3-14 year old children's wear market, while Lining KID shop focuses on the 3-6 year old children's market. The product category is the same as adults.

Lining entered the market for children's wear.

In 2017, the children's clothing brands Young and KIDS shops opened 20 in the first half of the year, and 70 new plans in the second half of the year, which are expected to affect about 30 million yuan net profit.

The 3.NIKE and Adidas market is strong and strong. How can domestic brands rush out of tight encirclement?

The international brands based on Nike and Adidas pay much attention to children's clothing and occupy an important position in the current Chinese children's wear market.

International brands use their skilled market operation and strong resources support to rapidly cover the key business circles of the domestic and second tier cities, and the brand influence is constantly deepened.

International brands such as Nike and Adidas entered the domestic sports children's clothing market around 2000. In the 7-8 years since the absence of domestic brands, the high-end brand image was rapidly established.

At present, according to the main consumer audience of children's clothing market, after 80, parents are the main force and the trend of parents spreading to the "90". These two generations grew up in the social background of consumption upgrading, and were influenced more by international brands such as Nike and Adidas.

Previously, Nike and other international brand sports children's clothing had found unqualified products in several batches of sampling inspection, and there were problems such as the existence of harmful substances.

Although sales are affected in the short term, it is still the first choice for young parents in the first and second tier cities.

It is undeniable that this phenomenon has also been affected by the low-end route of the domestic brand movement children's wear.

Compared with Nike, Adidas and other international brands, the development of domestic brand sports children's clothing is not yet mature, and there is a gap between product design and brand promotion. If we want to make great progress in the development of domestic children's clothing brand, blindly copying is not a way to highlight the tight encirclement. Instead, we should find innovative and marketing strategies that match our brand.

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