Deciphering Anta's Ten-Year Advanced Road For Children

Anta Group ushered in another highlight moment – ​​a total of 1.13 billion yuan in the whole day, followed by Nike and Adidas in the outdoor sports category. It is worth noting that the Anta Children's brand of Anta Group has achieved outstanding results. The sales of children's shoes are second only to Nike children's shoes, ranking first among domestic children's shoes brands.

It is reported that Anta Children opened its first retail store in 2008 and has been developing for ten years. In the past ten years, Anta children have been in the midst of a dramatic change in the pattern of the Coupon Codes clothing industry, while the other side has faced changes in consumption. The development of Anta's children is accompanied by the iteration of the audience – after 85 and 90, they gradually become parents, their sensitivity to price is reduced, and their experience of products is expected to increase. During this decade, the number of Anta children's stores has increased by nearly 3,000, which has become a new growth point for Anta Group's revenue. What have Anta children experienced?

Quarrel

The status of rivers and lakes is increasingly prominent

In the past decade, the children's wear market has expanded rapidly. At present, there are more than 300 million children under the age of 14 in China, and the consumer base is extremely large. According to the "China's children's wear industry development status analysis and market prospects report" released by Zhiyan Consulting, from 2013 to 2017, the domestic children's wear market has a compound growth rate of 9.68%, which is ahead of men's wear and women's wear. Business opportunities have opened, and many apparel brands have entered the children's wear field. They are divided into professional children's brands, including Senma, Haishu Home, Peacebird, Metersbonwe, Carbine, Anta, Li Ning and many other apparel brands. Or mergers and acquisitions, etc., to join the children's wear market battle.

Sports brand is the most invasive and competitive “invader” in the children's wear market due to the trend of adapting to sports life, sports function and parent-child interaction. As early as 2001 and 2002, Adidas and Nike launched children's wear products in China. In China, Anta is the first domestic sports brand to enter the children's field. The Anta children's brand was officially launched in 2008.

Compared with adult clothing, China's children's wear industry started late, market share is decentralized, and the market share and competitiveness of individual brands are limited. The high-end children's wear industry has not yet formed a strong leading brand, and the market concentration is relatively low. Although the current market share is relatively scattered, CITIC Securities released the “Infant and Child Industry Series Report” released in May this year. From the perspective of investment opportunities, brands such as Senma, Anta Children, Annai and Taiping Bird have already appeared in the children’s wear industry. Signs, the future is expected to become the industry "giant." Although the Anta Group's financial report has never announced the performance of children's wear, but informed sources, Anta children have reached more than 1,200 stores in 2014, and the number of stores has increased to nearly 3,000.

Consumer orientation

Technology R&D brand promotion

The king's posture that Anta children gradually revealed not only depends on the first-mover advantage and the platform channel system of the group, but also its continuous investment in technology research and development. “We insist on being consumer-oriented and meeting the individual needs of different groups of children,” said Lin Xianghua, president of Anta Children. “The change in product concept stems from changes in consumer demand, and Anta children will continue to strengthen professional sports in product design. Technology research and development."

In 2005, Anta Group established China's first sports science laboratory and became the first domestic sports brand with independent research institutions. Relying on the Group's scientific laboratory, Anta's children's brand focuses on technological innovation - a cool series of running T-shirts equipped with Hail Technology, A-FLASHFOAM Anta Worm Technology running shoes with high-molecular energy materials, etc. .

In addition to running sports, basketball, football, outdoor and other professional sports products, Anta children have a strong design team blessing in the sports life sector. At present, Anta Children has launched a global design and deployed design studios in Japan and Korea. The BLANC series launched this fall has received a lot of praise for its minimalist style.

In terms of brand promotion, Anta children also explored a unique system. In 2017, Anta Children launched a new brand of “Current Growth” brand, advocated meaningful growth through interesting sports, and then created a self-IP activity “Sustainable Games” to provide communication and interaction for families aged 5-10 years old. The platform creates a strong emotional bond between the brand and the consumer. At the same time, Anta Children and McDonald's “For the Ai Mai Run”, the Spartan Warrior Children's Game, the Hello Kitty Run and other events compete together, from sports, parent-child interaction, Starting from the charity and other dimensions, we leverage each other's IP traffic to make Anta's children's brand more deeply rooted in the hearts of the people.

This year, Anta Children pioneered the children's clothing industry's first signing spokesperson Zhang Yuexuan, through the well-known children's star image of the personalized symbol to enable consumers to more clearly understand the brand positioning, enhance brand recognition and memory points; while using star traffic to promote the main products, Zhang Yuexuan appeared Anta children's Blanc The series TVC, and experience its "cool series" running products at the sports meeting. The same as the favorite stars, followed by the star to wear and so on, all bring consumers the value of sharing outside the product, triggering a series of "consumer-brand" linkage effect. This series of brand marketing actions have been effective. Nielsen research report shows that Anta's children's brand awareness has increased significantly, and has joined the first echelon with Adidas and Nike.

Channel upgrade

Super thousand square meters experience store sets industry benchmark

Beyond products and marketing, terminals are a key part of the brand's direct dialogue with consumers. The product attributes of children's wear are bringing a new trend - nowadays children's clothing stores are no longer responsible for the single function of display and sales, but more attention to the experience of parent-child interaction. Based on this, Anta Children began to increase the speed of experiencing the expansion of the store. It has cooperated with shopping centers such as Wanda, Aegean Sea and Capita, and enjoys the rights of information sharing and priority.

How can I make a good experience store? Anta children pay great attention to the creation of the offline atmosphere, the setting of the experience zone and the interaction of member activities to improve the user experience. On November 10th, Anta Children's National Experience Store opened in Kunming. This two-storey, 1,100-square-meter concept store has sports attributes such as “soccer, basketball, running” and lifestyle, baby, etc. on the product display. The product camp is divided into divisions, and the rational planning of the moving line allows customers to understand the main products and quickly find the required categories; the showcases, storage racks, etc. are also designed according to the age group, so that children can take favorite items; In the corresponding product area, it is also equipped with an interactive experience area with the same attributes to satisfy the audience to try on the goods in the realistic use scene, and also provides a fun interactive platform for the parent-child family to enhance the immersion of the customer in the terminal consumption scene.

The competition for children's wear brands opened the second half. At present, the per capita consumption of children's wear in China is only 19.2 US dollars, far lower than the mature foreign markets. In 2017, the per capita consumption of children's wear in Japan, the United States and the United Kingdom was 57.8 US dollars, 98.2 US dollars and 117.4 US dollars respectively. In the long run, there is much room for improvement in domestic children's wear and expenditure, and children's wear enterprises are benefiting from the demand side.

In the future, companies that have an advantage in terms of brand, product and experience will have more upside chips. Anta children put forward the vision of the future - after 5-6 years of development, achieve 10% market share and business scale of more than 20 billion yuan.

“No matter the past, present or future, Anta children have become an important driving force for the growth of the entire group's performance, and the development potential is huge,” said Li Ling, vice president of Anta Group.

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