Anta Children'S 2019: Opening Up The International Curtain, Leading The Trend Of Children'S Movement

If the official establishment of Anta children has been officially established in 2008, the Chinese children's sports brand has so far gained great success: its revenue ranks the first place in the domestic children's sports brand, the compound growth in the long term keeps high double-digit, and the store has more than 3000 stores. It is a well deserved brand of children's wear in China's sporting goods industry, but the ambition of Anta children is no more than that. Looking ahead, Anta children's goal is to achieve more than 20 billion revenue by 2025, becoming the first brand of children's clothing in the global sports industry.

How to achieve this goal? The answer given by Anta children is "brand internationalization" and "sports trend". Around the two key words in 2019, Anta children launched a brand new journey with a big show. For the first time, the brand proposition and idea were interpreted through global vision and international platform, creating a new prospect for brand development.

Anta children's 2019 key words: brand internationalization and sports trend

Looking at the 2019, Anta children's most important brand event is the New York fashion week. As we all know, New York fashion week is one of the four most influential fashion weeks in the world. In September this year, Anta children became the first child sports brand to enter New York fashion week.

As a professional sports brand for children, Anta children's main role in this fashion week in New York is not only the inclusion of the Olympic Games' inclusive cultural features, but also the Anta children's innovative technology and design in the field of sports, and it also explains the idea of "children's stubborn home" for Anta children.

The stunning appearance of Anta children in New York fashion week immediately aroused strong repercussions. Only the topic of "juvenile home" was discussed more than 140 million on micro-blog. In order to let more consumers feel the charm of Anta children's show on New York fashion week, Anta children have landed in New York fashion week, Beijing home and Fuzhou member's special field. From New York to Beijing to Fuzhou, Anta children will maximize the release of the energy of the "teenage home", and the close contact between consumers and the international show, so that the brand concept of Anta children can be deeply rooted in the hearts of the people.

Since then, the movement of Anta children has been continuously promoted. In November, Anta children's first black technology trend shoes "X evolution" was officially launched in China. This perfect fusion technology and aesthetic black technology smart shoes can be redefined the peak of children's shoes. Then, in December, Anta children released the trend of 2020 sports children's wear, which attracted the attention of the fashion industry. In addition, cross-border cooperation with the trend IP is also constantly hatching. Anta children's strong action force makes the brand's ideal realistically visible.

Grasp the trend of sports children's wear, and create brand new label for Anta children.

As a matter of fact, the trend of Anta children's momentum movement out of international norms is another keen insight into the trend of children's clothing consumption.

After 90 years, the attention of young parents and new middle class consumers to children's clothing has gone through the simple requirements of children's style, and penetrated deeply into the multiple elements of Fabric Science and technology, wearing function and fashion personalization. In the face of the new demand for children's clothing consumption, this year's product design of Anta children has used a large number of elements such as color collision, profile, folding, weaving, splicing and restoring ancient elements. These "stubborn" elements have formed the trend language of children's exclusive sports. And "optical fiber, OLED, VR..." The application of these futuristic technology elements in clothing has also become an important part of Anta children's visual design. Technology helps brands perceive the future from the perspective of children.

A series of marketing innovation and innovative product launch is a concentrated outbreak of Anta children's brand accumulation over the years. Anta children's continuous, tightly paced and top to bottom topics have repeatedly strengthened the new cognition of Anta children to consumers -- a "cool" and "updated" brand of children's sports.

Since its establishment in 2008, Anta children's brand positioning and ideas are very clear, and always adhere to the brand development path. For brands, the key to success is to create a distinctive brand image, quickly establish consumer awareness and identity, and provide more social exchange value.

　 Running with oneself, the target refers to the first brand of children's wear in the global sports industry.

As a matter of fact, there is no competitive competitor for Anta children in the same industry. Anta children just want to run with themselves. Behind their persistent enterprising spirit, they obviously have ambitious goals -- becoming the first brand of children's clothing in the global sports industry.

For a long time, Anta children have been taking product strength, brand power and channel power as core competitive advantages, and will eventually turn into products and experiences for consumers' perception. As a professional sports brand, Anta children's product power is beyond doubt. At the same time, Anta children fully promote the fine and full experience of brand experience, and set up the first immersive "obstinate" theme shopping space, WILD PARK, which allows "experiential shopping while playing and buying" become a reality. At the same time, Anta children also created more than 70 mini games and more than 50 Mini fashion week members' experience activities in the whole country this year to reach more high demand new middle-class families. At the same time, it shared the children's sports and fashion trends for the first time, and continued to provide a variety of interactive, exhibition and sharing platforms to meet the new middle-class families' experience needs for "meaningful growth".

This kind of prospective layout and huge volume brings potential energy advantages to the domestic brand. Today, Anta children have pioneered the thinking of the future, and brand internationalization and sports trend as a new focus of promoting brand continuous growth.

Looking forward to the future, relying on Anta group's "aircraft carrier", the competitive advantage of Anta children will be more obvious. Anta group has the first sports science laboratory in China, and a series of platform technology developed by Anta children's group, such as ice peppermint technology, ice Chun technology, lotus rain wing technology, worm hole technology, etc., are applied to the latest products. The application of first class new materials and new technologies makes Anta's children's products in the leading position in the competition with the same industry for a long time.

For the next ten years, brand internationalization and sports trend are the newest forms of Anta children's product strength, brand power and channel power. 2019 undoubtedly, Anta children, with the goal of "standing at the height of the world and truly international norm" and building the first children's clothing brand of the global sports industry, have made a good start.