Children's clothing market battle: Sport brand force to find new growth point

Adidas aphasia for six months finally has a new trend. Adidas confirmed to this reporter, Adidas and Disney on December 9 announced in Germany Hezuo, the two sides will jointly launch a new baby and children's products, the Disney cartoon image into the Adidas children's clothing line is expected to shelves by the end of January and next January Sales. The Li Ning [26.45 -2.04%] company confirmed to the newspaper, Li Ning company has been on Sept. 29 with the Parkland Emperor signed a children's clothing licensing agency cooperation agreement. December 11, Patrick Lan, president of Petronila to tell this reporter, Li Ning, children's clothing will be available in the first quarter of 2010, is expected to open the first year of 100 Li-Ning children's wear stores. 361 degrees [3.37 0.60%] in September this year announced the launch of children's clothing series, the product officially launched just around the corner in the first quarter of next year. Informed sources, Peak is planning the launch of children's clothing line. And Anta Jiedengdeng, as early as August 2008 has launched a series of children's clothing, according to Anta earnings for six months, the brand children's clothing has been in the country now has 160 stores. In the children's wear segment, domestic and foreign well-known sports brand is staged a new showdown. Sport brand force Adidas and Nike have their own children's clothing line, respectively, in 2001 and 2002 to enter the Chinese market. Zhu Keqian Nike media director confirmed to the newspaper, Nike Children's Series headquarters in the design and development, production coordinated by the headquarters supervision, sales, including good kids, including a number of domestic dealers. Goodbaby Nike Kids joined the Department told this reporter, at present 90% of Nike children's clothing stores are good kids group commitment, the current total of 400 stores, with direct sales stores in Beijing and Shanghai. Its sales channels for the good child group separate construction. Adidas Children's series mode of operation similar to Nike, its design and production by the headquarters implementation, while sales are using dealer-led model. Adidas currently has more than 20 dealers, stores around 500. Domestic sports brand in the field of children's clothing force from Anta. In August 2008, Anta announced its entry into the children's clothing line. Its children's clothing store has opened 81 stores in half a year, of which most are Fujian, Jiangsu and Sichuan. And Nike, Adi is different, Anta in the field of children's clothing personally, regardless of product design and production, or sales channels are their own building. This time, Li Ning and Parkland emperor's cooperation is completely adopted the outsourcing nature. Li Ning Company, according to the agreement, Li Ning company authorized to send Carat Dili company R & D, production, sales and promotion of children's clothing brand Li-Ning series, Polanyi Dili company will set up a new subsidiary of the independent operation of Li-Ning brand children's clothing, Li Ning, Li Ning, children's clothing research and development Design, production, operation and other aspects of the right to review and provide the necessary support. Li Ning admitted frankly that the attention to the field of children's wear began in 2004, and the choice of Parkland Emperor cooperation, it is fancy its children's clothing product design and development, channel resources strength. Patrick Crane executive vice president Lv Zhiyong told reporters that at present there are about 700 Cranton Empire stores across the country, covering the second and third tier cities, stores have 30% Direct, 70% to join. Why Li-ning companies choose to outsource the children's clothing rather than their own business? No positive response from all parties. However, the key to sports consulting company president Zhang Qing told this reporter, into the field of children's clothing is still there is a risk, from the current status quo, all are carefully tempted. Li Ning Company launched "TEENAGER" series as early as 2002, but did not succeed. One of the reasons is that after all, sportswear children's wear belongs to children's wear and is different from sportswear in terms of distributor selection, store display and product positioning. In product positioning, children's wear series continues the existing pattern of sports brands, Nike Adidas still take the high road, Li Ning, Anta is in the high-end. New growth point placid children's clothing market, why a temporary attraction so many sports brand? "After the completion of the listing of domestic sporting goods companies, holding a lot of cash in hand, in addition to enhance the growth of the original business, but also the need for new growth points." The key Road sports consulting company president Zhang Qing told this reporter, select the new business is nothing more than mergers and acquisitions Or buy small businesses, or is the development of sub-brand market segments, in this case, children's wear market has become the new choice. In terms of market, the Chinese sports brand market has experienced 30% growth in more than a decade, prompting the rapid growth of consumer attitudes and consumer purchasing power, which also provides conditions for the growth of children's sporting goods. Domestic and international sports giant hair force children's clothing market is not without cause. China's children's wear market is "no leader." There is a set of data to glimpse its bitter: China has 50,000 garment manufacturing enterprises, while less than 200 enterprises specializing in the production of children's clothing. At present, the industrial pattern, the domestic and international brands of children's clothing each half. In the domestic manufacturers market share, only 30% of children's wear brand, the remaining 70% is still in a state of non-brand competition. Parkland president Luo Jian where the fierce competition for the future of children's clothing completely do not worry: "China really formed its own brand market, are generally catalyzed by foreign big brands.If there are multinational corporations and local sports brands to purify the market, Maybe children's clothing business will take off and get more room for development. "