"Giant" Beach Children'S Shoes Market Shuffling Soon

Anta will launch the Anta KIDS (children) brand, and the new product will be officially launched on sale in the first quarter of 08, and is currently in the stage of personnel recruitment and team building.

"Anta KIDS" is located in the mid-range market. Unlike Anta stores, Anta KIDS will open up another sales channel, but flagship stores in major cities will be mixed with the current Anta adult brands.

Anta is not the first shoe maker to enter the children's shoes market. As early as last year, it announced that it would enter the field of domestic children's shoes at 361 degrees.

361 degree chairman Ding Jiantong has publicly stated that he had been interested in children's shoes for a long time.

It is understood that in recent years, 361 degrees has been sporadic production of children's shoes, but the production capacity is very limited.

Last April, the 361 degree Industrial Park in the five mile industrial area of Jinjiang was officially laid the foundation. Ding Jiantong said that the new park will build four to five production lines and eight thousand to ten thousand pairs of children's shoes.

According to the plan, the first pair of 361 degree children's shoes will be expected to be formally lowered in the first half of 08 years.

Unlike 361 degrees and Anta, XTEP used the strategy of "ship to sea" in the children's market. As early as 2006, XTEP signed a cooperation agreement with Disney, and entered the children's footwear market with the help of Disney curve.

According to the cooperation agreement, XTEP obtained the right to use all the cartoon characters including Disney, Mickey Mouse and Donald Duck in the Chinese mainland, including sports shoes, sportswear, hats and other sporting goods products. XTEP will be responsible for the R & D, production and sales of Disney brand products; Disney will focus on product quality supervision. Apart from sending special quality inspectors to XTEP, they will also conduct spot checks on Disney brand products in the domestic market. In addition, Disney is also involved in product R & D and design. According to the latest international trend, designers are sent to assist XTEP in the research and development of new products.

After more than a year of market operation, XTEP has opened hundreds of Disney children's stores in China and has become a "dark horse" in the market of children's shoes and clothing.

Children's shoes market is shuffling soon, and China is becoming a strategic base for International Children's brands to enter.

A number of foreign famous children's wear shoes enterprises are rushing to the beach.

At the international children's clothing and supplies fair, a group of outstanding foreign children's clothing brands from the US, France, Italy, Britain, Japan and Korea will focus on the appearance of more than 40 brands.

At present, about 70% of the domestic children's shoes market is no brand competition, the 20% is imported brand children's shoes, and domestic brands are only 10%.

Due to the lack of quality and style, the market share of domestic children's shoes has been relatively low. Especially the sales of children's shoes in large and medium-sized cities are occupied by foreign brands, such as BBG, which have many years of history.

In addition to Anta, XTEP and 361 degrees continue to expand to children's shoes and clothing market, domestic children's shoes and clothing enterprises have also accelerated the pace of industry consolidation.

In August 2007, the famous children's clothing enterprise Green children's wear officially announced the march into the children's shoes market.

At present, the market of children's shoes and clothing is still in the stage of "mixed battle".

"At present, there are more than 200 brands of children's wear and children's shoes in China, of which only more than 70 are famous.

Moreover, no child shoe brand has a market share of more than 8%.

In order to seize the huge cake of China's children's products market, NikeKids and other world-renowned children's products brand enterprises have poured into China. The famous children's product brand "good boy" has become the world's 11 well-known brand of children's products agents.

Under the dual "encirclement and suppression campaign" of speeding up the integration of children's clothing and speeding up the expansion of giants such as Anta and XTEP, the life of children's footwear enterprises in China has become increasingly difficult.

The entry of Anta and XTEP will definitely have a certain impact on the domestic children's shoes and clothing market.

The image of foreign big brands in the domestic consumer groups has penetrated into the hearts of the people. The launch of children's shoes is relatively easy to accept for the market, which is bound to impact domestic children's shoes brand.

China's children's goods market has increased by 12.4% annually. With the intervention of Anta, XTEP and 361 degrees, the reshuffling of the domestic children's shoes and clothing market will soon begin, and the situation of the domestic children's shoes and clothing brand "no one" will soon be broken.

A fierce battle is inevitable.