Shoe Companies Enter Children'S Market &Nbsp; Children'S Products Become New Fronts.

July 5th, in recent years,

Children's series is very popular.

Anta is an early announced enterprise to enter the children's products market.

According to the introduction, "Anta KIDS (Shao Er)" was founded in 2008, and is the main market for children aged 3 to 14. Its products are mainly sports (Sports) and life (lifestyle) two styles. The products cover clothing, shoes and accessories, and fully meet the needs of children's daily schooling, sports, travel and other occasions.

Anta 2010 annual report shows that Anta children's shop maintained a high growth rate in 2010. Last year, the number of Anta KIDS stores reached 383.

The annual report predicts that in 2011, this number can reach 500.

In the competition brand of the city, the time to enter the children's shoe market for 361 degrees is not lagging behind Anta.

As early as 2008, 361 degrees were brewing to enter the field of domestic children's shoes, and made a preliminary attempt.

But 361 degrees officially announced that the march into the children's market was in 2009 after the listing of the Hongkong stock exchange.

In the 361 year listed prospectus, it is mentioned that in the face of the huge market opportunities for children's clothing in China, 361 will raise 9% of the proceeds from the listing to the research and development of children's clothing brands. The children's series will become the first item of capital operation after the 361 degree listing.

Chen Zhicheng, general manager of the 361 degree (Xiamen) industry and Trade Co., Ltd., responsible for the operation of the 361 degree children's series, said that at present adult brands are entering the children's market. Most of the products are reduced versions of adults. In order to avoid this kind of homogenization competition, the 361 degree children's project is operated by an independent company after its establishment, and the team is completely separated from the team of adult products from R & D to production and sales.

Although the official start is a little late, the growth rate of the 361 degree children's series has been extremely rapid in the past three years.

Chen Zhicheng told the Morning Post reporter that at present, the 361 degree children's series has reached 820 stores in the country, and this year it is expected to reach 1000.

The plan for the next 361 years in the next three years is that by 2014, the scale of the single store in the country will reach 3500, and the sales volume is expected to reach 1 billion, accounting for 11% to 12% of the total sales of 361.

As early as 2006, XTEP began to enter the children's market. Unlike the 361 degree and Anta, XTEP entered the children's market by using the strategy of "borrowing the ship to sea."

It was the year when XTEP signed a cooperation agreement with the US Disneyland to win the right to use all cartoon characters including Mickey Mouse and Donald Duck in the mainland of China. XTEP is responsible for the research, production and sales of Disney brand products.

Increasing future consumers

To enter the children's market, Ding Jiantong, chairman of the 361 degree board, once told the media that in addition to expanding new profit growth points, it is another purpose for the brand to train future consumers.

"A person wears a brand of clothing when he is a child. When he grows up, he will tend to wear this brand of sneakers."

He said.

Ding Zhizhong, President of Anta group, also holds the same view. He admits that the other purpose of the new Anta children's series is to cultivate loyal consumers of brands from an early age.

The head of Specialized Committee of China clothing association says that there are many areas to be improved in the development of children's wear market, which provides an opportunity for sportswear to enter children's wear market.