"Ground snake" challenge "strong dragon": sports brand campaign children's wear market
At the end of last month, the children's wear brand Crane Emperor finally made him and the sports brand Li Ning's secrets to the public. The two well-known domestic brands in Beijing, more than a month ago formally signed a joint launch Li Ning children's clothing brand LiNing kids, the product will be listed next year. "Little Li Ning" is not alone, because local sports brand Anta will also be launched in the first quarter of next year, ANTA children's clothing. This also means that "Xiao Li Ning" and "Anta" will face Nike and Adidas who have achieved good results in children's clothing next year. "Ground snake" in the "strong dragon" deterrence, can get a piece of cake children's market? "Athlete" contest Li Ning and Anta: local sports brand leader; Nike and Adidas: international sports brand "giant." According to Li Ning's recently released semi-annual report shows that from January to June this year, revenue growth of 32.4% to 4.052 billion yuan. Net profit increased 41.6% to 477 million yuan, surpassing the world's second-largest sports brand Adidas for the first time in operating profit. Li Ning retail stores in the first half of 6809, a net increase of 564 rooms. If you estimate at this rate of growth, Li Ning's sales revenue is likely to more than 80 billion yuan by the end of the year, which in the Chinese market sports brand rankings, promoted from second runner-up to runner-up. Anta, which started out as a small home-based workshop, did not have Li Ning's prominent sports star background. However, Anta's sales revenue increased by several times in the 10 years between 1999 and the present. In the first half of this year, Anta achieved more impressive results with 6129 distributors and a sales revenue of 2.82 billion yuan. Based on this projection, Anta's annual sales in 2009 are expected to exceed 6 billion yuan, ranking the first among China's sports brands Echelon. Nike as the world's largest supplier of sports products in the Chinese market is also in the "boss" position. And Adidas followed, even during the Beijing Olympic Games also announced that 22% of the market share of more than 21% of Nike, China's sportswear market, the first brand. However, although sales of Nike and Adidas increased more than 20% last year, this year's situation is not optimistic. In the third quarter of this year, adidas operating profit fell 29%, sales fell 7% year on year, with the first two quarters of this year, setting a record drop. Belle is Nike and Adidas in mainland China's largest agent, its first half of 2009 results announcement shows that it represents the Nike and Adidas revenue of 33.2 billion yuan, compared with 3.32 billion yuan in the same period in 2008 increased, but the growth The rate is only 2.5%. And Nike sub-brand Converse and Adidas sub-brand Reebok performance also declined. And Adidas, Nike, Converse and many other international big-name Daphne another agent recently announced that it will fully withdraw from the sports brand agency business. The first half of the annual report shows that Daphne closed the first half of 21 adidas point of sale, plans to close all Nike stores this year. Although Nike and Adidas are still firmly occupying the high-end market in the sports brand echelon, Li Ning and Jinjiang Sports Brand Group headed by Anta have obviously accelerated their sales network development. And since the beginning of this year, after many years of rapid growth in the sports market, many brands have already encountered the problem of oversupply. The reshuffling of the industry has taken shape and a new profit growth point has become the new demand of sports brands at home and abroad. Children's games Compared with the sportswear market fierce fighting, the children's clothing market is clearly a soft and delicious cake. In 2010, the number of newborns in China will usher in the fourth peak. The birth rate will not continue to decline until 2030. As the children's consumer market is huge, the children's industry will be in a good opportunity for development in the next 20 years. Infant and young children's sportswear will become an important growth point for the children's clothing market in the future. At present, the children's wear market has not only attracted many domestic and international professional children's wear brand, but also makes non-apparel companies such as Haier also cross-border into the industry. Although the children's wear market is a market with great potential for growth in our country, the current output of children's wear accounts for only about 10% of the total output of the national garment. Beijing Branch Crane Emperor limited liability company president Luo Jianfan told this reporter, and the development of the sports brand, children's clothing is a small category. At present, China's children's clothing market has just started, is in the initial stage of competition, is not yet mature enough, the market needs further subdivision, there are many future growth opportunities.