2019 is the year when sportswear explodes again. Anta has become the clothing company with the highest market value, and Li Ning has made a strong return with the help of national trends… At a time when the overall clothing industry is “in the cold”, sports elements have undoubtedly become a major growth factor. The sportswear industry continues to lead the way. According to McKinsey’s latest report, Anta Sports and Li Ning have ranked among the world’s highest-grossing fashion companies such as H&M, lululemon and Burberry, with cumulative stock price increases of 102% and 207% respectively, and market values reaching HK$198.8 billion and HK$59.7 billion.
The children’s market has always been an important part of the sporting goods market and will continue to With the advantages of sports functionality, sports brands have taken a large piece of the cake in the children’s clothing market.
By category, children’s clothing in the clothing industry has always been in a relatively high-speed development stage, higher than men’s and women’s clothing. So when sports and children’s clothing are strongly combined, what unexpected results can be produced? How is the development of the brand that combines the two?
The strong Anta children’s clothing
Anta can be said to be the best in 2019 Anta Children’s, a subsidiary of “Boundless Beauty”, also performs very well in the field of children’s clothing. During Double Eleven in 2019, Anta Children finally ranked sixth on the children’s clothing list.
Anta Children is Anta’s early layout in the field of children’s clothing. After winning FILA in 2009, it slowly began to expand into the high-end children’s clothing market. In October 2017, it added the children’s clothing brand Xiaoxiao The cow is in the bag. At Anta’s 2018 interim results conference, its executive director and group president Zheng Jie said, “Children’s business is also the focus of Anta’s attention.”
As a brand with good momentum of development in recent years, FILA has also become a force that cannot be underestimated in the field of children’s clothing. FILA takes a fashionable and sporty route, and its children’s clothing also continues this style. It is a dark horse in the field of children’s clothing this year.
Li Ning’s children’s clothing makes a strong comeback
Li Ning, another sporting goods giant In the past, there was only one children’s clothing brand, Li Ning Kids. In 2017, Li Ning took back the agency rights for children’s clothing brands, reorganized its children’s clothing business, and launched its self-operated children’s clothing brand Li Ning YOUNG. In its financial report for the first half of 2018, Li Ning also stated that the next step of its new business focus will be on the operation of the upgraded children’s clothing business Li Ning YOUNG. Among them, Li Ning children’s clothing focuses on trendy, fashionable and other product lines on the Tmall platform.
Xtep children’s clothing that is wandering forward
Along with Anta and Li Ning, 361 Degrees and Xtep are also in the first echelon of sportswear. Xtep has suffered many setbacks in the children’s clothing field, and has been labeled as having little contribution to overall performance in many financial reports. But Xtep has also begun to turn its attention to children’s clothing in recent years. Xtep Global Limited, a wholly-owned subsidiary of Xtep Company, plans to acquire E-land Footwear USA from South Korea’s E-land Group for US$260 million (approximately 1.75 billion yuan). South Korea’s E-land Group owns the famous children’s clothing brand PAW IN PAW.
When announcing the acquisition, Xtep stated that FILA will become the target of K-Swiss and hopes to build K-Swiss into a new strategic brand like FILA to Anta. Fulcrum. The success of FILA has given Xtep a lot of room for imagination. For Xtep, which has just handed in its three-year transformation report card, while full of longing for the future, such a move is also full of challenges. Whether K-Swiss can succeed is still unknown.
361 Degrees Children’s Clothing Slowing Growth
361 Degrees Action The fourth largest sports brand in China, every move attracts attention. The children’s clothing business accounts for about 12% of its revenue structure. However, the growth rate of the children’s clothing business has slowed down in recent years. In 2019, it only grew 6.6% year-on-year, and in 2018, the growth rate reached 14.7%.
361 Degrees transfused 500 million yuan in blood in 2018. In fact, compared with the adult business of 361 Degrees Group, the growth of children’s clothing business is more obvious, and to a certain extent, it makes up for the recent growth of 361 Degrees. The lack of store closures in several years. In 2017, 361 Degrees’ children’s clothing sales reached 11.807 million pieces, a year-on-year increase of 14.8%, becoming the fastest growing business among the various businesses of 361 Degrees Group.
Sports elements are very popular this year. Sports brands have inherent advantages in making children’s clothing. Sports brands have also taken away most of the children’s clothing market. However, the “strong alliance” brand, Deeply exploring consumer needs and ensuring product refinement and marketing diversification will surely capture the minds of consumers. </p
