Non-clothing enterprises also enter the children's wear market industry across the border - the children's wear market is huge

The inventory crisis has caused the revenue of many apparel brands to shrink. The children's wear series has become the highlight of the Quanzhou sports brand. Compared with the fierce fighting in the sportswear market, the children's wear market has obviously become a soft and delicious new cake for sports brands.

The first-half performance of the children’s clothing store’s 361° increase in the first half of the year shows that it achieved sales of 2.869 billion yuan in the first half of the year, a decrease of 9.9% year-on-year. At the same time, the gross profit margin and net profit also showed a significant year-on-year decline. The only group of growth figures was that during the period, there were 282 to 1439 new children's clothing stores, and children’s clothing exceeded the Group's 11% income for the first time. According to the report, among the four product lines of footwear, clothing, accessories, and children's wear, only children's wear products performed well, the average selling price increased by 40%, and the sales volume increased by 107%, accounting for the proportion of the Group’s turnover. 3.6% rose to 11.6%. Based on this ratio, 361° children's clothing revenue for the first half of the year reached 332 million yuan. 361° also claimed that the brand has reached cooperation with Warner Bros. and Marvel, gaining the authorization to use Batman and Spider-Man images. These products have already started operation in the second half of this year. It is believed that this will boost the growth of children's clothing in the second half of the year. From the above data, we can see that in the sportswear brand children's wear field can be described as unique.

Anta also showed an increase in children's wear in its semi-annual report. Although there are no specific data on children's wear in the report, it shows that the number of children's stores has increased from 623 to 691. The report further indicates that due to the child market's greater concentration than adults, children's sports have a huge potential for short-term development. Anta Children will further launch a portfolio to introduce products suitable for children aged three to seven years. In fact, among the Quanzhou sports brands, Anta was the first brand to launch the Children's Division. On January 1, 2008, Anta announced its entry into the children's sporting goods market. Some people in the industry believe that due to the better development of Anta Sportswear in the past two years, the focus of Anta has not been reflected in children's clothing. However, with the 2011 Anta traditional business entering the adjustment period, Anta will also become more and more attention. Focused on the children's wear business. Recently, Anta cooperated with China Leather Research Institute to carry out "Chinese Children's Foot Research" to explore the rules of Chinese children's feet, understand the influence of age, gender, and region on children's shoe type, and establish a sound Chinese footer library, based on which professional data is developed. Suitable for shoe soles for children of every age, targeted development of a wide range of shoes with a wide range of sizes. It can be seen that after the collective high inventory in the industry has led to the decline of multi-line products, the children's wear market will become a new force for Anta's investment.

Adult brand eats "children's meal"

Compared with the first two families, it was only late at the end of last year that the special step of expanding the children's wear series was started. However, at the special autumn/winter 2012 new product launching and ordering event in March this year, Xtep announced that it had completed the established target of orders of hundreds of millions. In a brand-new field, it is clear that this data can be released in one quarter and it is clear that Xtep is confident. Xteb announced that Xtep Kids will focus on the deployment of second- and third-tier city expansion plans in the future. The product's applicable age will extend from two to 14 years of age, and strives to work with regional partners in the three years to become the children's wear field. Five well-known brands. More industry analysis, Xtep announced earlier this year that the group received a syndicated bank of eight banks from a three-year principal amount of 140 million Hong Kong dollars and 82 million US dollars (a total of 780 million Hong Kong dollars) of the double currency. This sum of money will focus on plans to enter the children's market.