Famous Sports Brands Are Involved In &Nbsp; Children's Wear Market Is Speeding Up Shuffling.

In recent years, sports brand Collective price increases and market competition are becoming increasingly fierce, making sports shoes and clothing products once popular. market In the doldrums. Adidas, Nike, Anta Sports brand Children's wear But at the end of the price rise of the baptism of the wind, the development situation is getting better and better.

It is understood that internationally renowned brands Adidas and Nike entered the children's clothing market as early as 2001 and 2002, and domestic sports brands entered the children's wear market in recent years. In July 2008, Anta launched the Anta KIDS brand. At the beginning of 2010, Lining and the famous local children's wear brand Lining were listed on the launch of the brand Lining's children's wear brand. In March 2010, the 361 degree children's wear appeared at the China International Clothing and accessories fair; XTEP announced plans to expand the business of children's wear and children's shoes in August this year.

The agent of a sports brand children's clothing said, compared to the adult market, the temptation of children's market is that children are in the period of rapid physical growth, and their dressing speed is faster than that of adults. Now many parents are "70 after" and "80 generation". They have a new consumption concept and are willing to spend money on children. The market potential of children's wear is huge. At present, the children's clothing market in China is rather chaotic, and there is no brand that occupies the absolute market advantage. Although Nike and Adidas started early and worked for many years, the market share is not high due to price reasons. The timing of local sports brands entering the children's wear market is very good.

In the domestic sports brand, Anta is an early entry into the children's clothing market. According to the introduction, Anta KIDS brand was founded in 2008, mainly facing children aged 3 to 14 years old, whose products are mainly sports and lifestyle two styles, including clothing, shoes and accessories, which can fully meet the needs of children's daily schooling, sports, travel and other occasions. Anta's 2010 annual report shows that Anta KIDS has maintained rapid growth in 2010, and the number of Anta KIDS brands has grown to 383.

Another well-known domestic sports brand, XTEP, announced in August this year's mid-term report that it has announced plans to expand children's wear and children's shoes business. He Ruibo, chief financial officer of XTEP, said in an interview with the media that XTEP expects to expand its product range, and the newly developed KIDS (children) series plans to open 100 retail outlets in the two or three tier cities by the end of next year.

It is said that the brand name of children's shoes and clothing developed by XTEP is Xtep+1. Children's clothing series is mainly attacking the high-end leisure fashion market, and the price will be lower than that of adult clothing. XTEP children's clothing will focus on deploying two or three line cities in the future, with products ranging from 2 to 14 years of age.

In fact, as early as 2006, XTEP signed a cooperation agreement with the US Disney company, and entered the market of children's shoes and clothing with the help of the Disney brand "curve". According to the cooperation agreement, XTEP obtained the right to use all cartoon characters including Disney, Mickey Mouse and Donald Duck in the mainland of China, including sports shoes, sportswear, hats and other sporting goods products. XTEP is also responsible for the R & D, production and sales of Disney brand products. Disney is focused on product quality supervision. Apart from sending special quality inspectors to XTEP, he will conduct spot checks on Disney brand products in the domestic market. In addition, Disney is also involved in product R & D and design. According to the latest international trend, designers are sent to assist XTEP in the research and development of new products.

The experts said that children at the age of 3 to 14 years of age, exercise is large, the body is in the development stage, so sports children's clothing, in addition to the style, attention should also be paid to sports protection and other issues. Compared with adults, children's clothing is in the initial stage, and the market space is very large. Professional sports protection can only provide sports brand with professional ability, and the inherent advantages of sports brand can clear technical obstacles for its entry into children's wear market. In recent years, the overall development of sports brand market is slowing down, and all sports brands are looking for new profit growth points. As an adult sports brand, Anta, XTEP and 361 degrees will develop to a certain extent. It is bound to expand the children's clothing market with great potential to the surrounding market, and naturally become the best choice for expansion. The latest research report on children's products market shows that the annual growth rate of children's clothing market in China is about 16.7%. By 2011, the overall scale of domestic children's products market will exceed 100 billion yuan.

Domestic marketing circles generally believe that with the involvement of local sports brands such as Anta, XTEP and 361 degrees, the domestic children's wear market will be reshuffled, and it will be beneficial for standardizing the development of the children's wear market.