Local Well-Known Sports Shoes And Clothing Brand Pformation Gracefully, Rational Enter The Children'S Clothing Market.

China's children's wear market is developing at an unprecedented speed.

Some big international brands, such as Nike, Adidas, Baby Dior, Armani Junior, are attacking China's children's clothing industry. At the same time, Anta, 361 degrees and seven wolves are famous for their local reputation.

They will also extend their children to the field of children's wear.

In June, 361 degree children's wear came to its 2nd birthday.

Chen Zhicheng, general manager of the 361 degree children's wear business center, is quite touched by this brand. "Although children's clothing industry has been developing for a long time in China, it is still in its infancy, and the real growth has not started yet.

We reckon it is 11 years from the stage of vicious competition.

And sports brand to usher in the second spring, we need new business support, children's clothing has such explosive force.

High profile

The report shows that at present, China

The industry has a market scale of 100 billion yuan and a production scale of 5 billion, with an average annual compound growth rate of 10.09%. It is one of the fastest growing categories of clothing.

According to garment industry analysts, the gross profit of children's clothing is very high, averaging 60%, and some even exceed hundreds.

In this race to cake, sports brand is the most agile.

In 2012, it became the year for the major sports brands to expand their children's clothing business.

In April, 361 degree children's clothing signed a strategic cooperation agreement with the CCTV children's channel to reveal the intention of expansion. XTEP also announced that this year it will further expand its product range, introduce leisure series represented by X TOP brand and XTEP 1+1 children's clothing, and open 100 children's clothing stores during the year. As the first sports brand to enter the children's market in China, Anta also quietly accelerated the speed of children's wear shop.

It is understood that at present, the domestic children's clothing industry market is roughly divided into two echelons, the first level is in the shopping mall, the price of clothes is between 180 yuan and 350 yuan, and the other is in the lower end market (stalls), the price is between 25 yuan and 30 yuan.

There is a market gap of 80 yuan to 150 yuan, which left room for development of local children's wear brands.

"We want to enter the market gap, do 80 to 150 yuan products, create this market, lead children's clothing industry to do this market."

Chen Zhicheng said.

Local brand industry chain lag behind

In two years, 361 degree children's clothing developed smoothly according to the original plan.

However, Chen Zhicheng found that when consumers pass by the shop door, they always say such a few words: "361 degrees also have children's clothing?" "361 degrees also follow in the children's clothing?" the most let him laugh and cry is such a comment: "361 degree children's clothing?"

In fact, this is only a microcosm of the children's clothing market in China.

Compared with adult clothing, children's wear market is extremely scattered, rarely seen nationwide leading brands.

According to statistics, nearly 50% of the children's clothing market is currently entrenched in foreign brands, and Adidas and Nike have become the best among them.

Half of the country is occupied by foreign brands, even if the remaining 50% share, of which 70% of children's clothing is still in the state of no brand competition.

In the view of analysts, the future development of children's clothing mainly depends on the rise of famous brand enterprises, so quality assurance and brand building are extremely important.

According to Chen Zhicheng, in order to cultivate brand awareness, 361 degree children's wear took "sports heroes" as the theme of the advertising film, with the CCTV children channel cooperation, through the official network to release the brand image of "stars" as the theme of animation...

"In the next two years, 361 degree children's clothing also plans to plough two or three and four line cities, maintain the development speed of 500 new terminal stores every year, and gradually open 100 or more flagship stores and image stores, and complete the 3000 national terminal stores in 2015.

Chen Zhicheng pointed out that the biggest saturation point of domestic children's clothing may be in 3600 stores, and next year we will build about 2200 homes.