Bailey, Anta And XTEP Accelerate Their Pace Into Children's Shoes Market.

The attraction of children's shoes and children's clothing market makes many sports brands "greedy". In the same period when BELLE announced the march to children's shoes and children's wear market, XTEP, the main fashion sport, also entered the field in its interim report. information 。 Before that, the Anta and 361 degrees of the same city made the development and terminal layout of children's products early.

The children's shop opened hundreds of thousands of times.

In the mid-term report of the end of August, XTEP disclosed 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 products and cover the customers to men, women and children. The newly developed KIDS (Shao Er) series plans to open 100 retail outlets in the two or three tier cities by the end of next year.

It is said that XTEP plans to develop children's shoes and clothing series "Xtep+1". Children's wear series is still attacking high-end leisure. fashion The market price is lower than that of adult clothing. XTEP children's clothing will focus on deploying two or three line city expansion plan in the future. The age of the product extends from two years old to 14 years old. Its goal is to become the top five children's clothing brand in the industry. XTEP executives said that 2011 is the beginning of the third five year development plan of its brand. In the face of the rapid development of children's wear industry and the increasing market capacity, this is a new challenge and a new hope to continue to interpret the market strategy of brand development differentiation in the new field.

The senior officials believe that China entered the fourth fertility peak of ten years in 2008. The size of children is expanding, and the market demand of children's clothing is huge. In recent years, the market has reached 50 billion to 65 billion yuan. Nowadays, the parents of "after 70" and "after 80" also have a stronger sense of brand. Their demand for children's clothing ranges from dressing to turning to quality, from meeting basic functions to turning to fashion and brand experience. The advent of the new round of fertility boom and the emergence of new consumer groups have helped to increase the total consumption of children's clothing brands. China's children's clothing industry quietly embarked on the road of brand building. On this excellent machine, XTEP decided to grow and develop in the field of children's clothing.

Specializing in children's foot type

In addition to XTEP, in recent years, Quanzhou brands such as Anta, 361 degrees and seven wolves have extended their tentacles to children's shoes. children In the field of clothing and accessories, children's market has become a new profit growth point for these adult brands.

In the sports brand of Quanzhou, Anta was an early announced enterprise to enter the children's products market. According to the introduction, "Anta KIDS (Shao Er)" was founded in 2008. The main product is the 3 to 14 year old children's market. 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.

Since its birth, Anta KIDS has focused on the independent innovation of its products. The company's first domestic sports science laboratory enables the product series to provide children of 3 to 14 years of age with suitable shoes for all ages and care for young children's feet.

At the same time, Anta first cooperated with the China Leather Research Institute to carry out the "Chinese children foot type research", groping for the rule of Chinese children's feet, understanding the influence of age, sex and geographical area on children's shoe type, establishing and perfecting the foot type library of Chinese children, and developing a shoe last for children of every age group based on professional data, and developing and producing shoes products with various sizes and sizes.

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