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Children's shoes market who can take the top spot? – Children's shoes, Anta, 361 ° – footwear industries
Before Anta Recruitment of Advertisement , Children division Recruitment Posts rise to the press interest. Are children involved in Anta shoes to start the market? ANTA CEO Ding Zhizhong when interviewed give a positive answer.
“We will launch Anta KIDS (Children’s) brand, new products will be on sale the first quarter of next year, is currently in staff recruitment and team building frame stage.” Ding Zhizhong told reporters, “Anta KIDS” located in the mid-range market, with the current ANTA different stores, “Anta KIDS” will open up sales channels, but the flagship stores in major cities with the current brand Anta adult mixed sales.
“Giant” Children have a beachhead market
Fact, Jinjiang, footwear giants to enter the children’s shoe market is not the first company Anta, early last year, 361 ° field of announced march to the national children’s shoes.
361 ° chairman Ding through to the beginning of a media reporter, said publicly that he was interested in the project early on children’s shoes. It is understood that 361 ° has been sporadic in recent years, production of children’s shoes, but capacity is limited. Last year in April, 361 ° in Wuli Industrial Zone, Jinjiang Industrial Park is the new foundation, Ding Tong said the new park will be built at least 4-5 lines, Nissan from 8000 to 10,000 pairs of shoes. Under the scheme, the first pair of 361 ° expected in the first half of children’s shoes under the official line.
And 361 °, Anta different, special steps to enter the market adoption of children is “a borrowed boat” strategy, as early as 2006, special steps with the United States Disney Signed Cooperation Agreement with Disney, “curve” into the children’s shoes and apparel market.
Under the cooperation agreement, including special-step access to Disney’s Mickey, Donald Duck and other cartoon images of all the right to use in China, including scope of use Sports shoes Sports Apparel , Hat Etc. Sports Products; special steps would be responsible for the Disney brand product development, production and sales; Disney is focused on product quality supervision, in addition to specialized quality control personnel stationed send special step, the will of the domestic market the Disney brand product sampling; In addition, Disney also involved in product development and design, according to the latest international fashion trends, designers sent special steps to assist research and development for new products.
After a year of market operation, special steps are now in the country out of the hundreds of Disney children’s stores, became the children’s shoes and apparel market, a “dark horse.”
Children’s shoes as The expansion of the hinterland of the best
Sports shoes as an adult brand, Anta, special steps, 361 ° developed to a certain extent to the surrounding market, after the inevitable expansion of children’s shoes huge potential market expansion of the natural hinterland has become the best. Latest release Children’s Products Market research report, the domestic Kids Market by about 16.7% annually, by 2010 the overall domestic market scale of children’s products will be more than 100 billion yuan.
For ANTA to enter the field of children’s products, marketing Luhe Dragon Plan Partner agencies that may be out of Chen Shuqing two considerations. First of all, the product integration of adult sports shoes market foothold, the ANTA to children’s shoes market breakthroughs to improve their product mix; the other hand, may be operational considerations. Adult series from the profits on the shoes, the space may be higher than the children’s shoes, but the more intense competition in the market. In contrast, the current children’s shoes in the domestic market, and do not necessarily dominant brand, although there is competition, but its intensity as compared with adult sports shoes, is quite different.
However, when a reporter asked Ding-pass, 361 ° momentum so good why should expend more energy into the children’s shoes, his reason is very simple truth. “This is actually for the 361 ° adult sports shoes to train future Consumption Persons. “In this regard, he further explained that a person in the child, through 361 ° on the brand, grow up will definitely be more inclined to wear sneakers 361 °.
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