2016年,安踏儿童的总体体量(包括电商销售)已经接近20亿元,占安踏133.5亿元年营收的近15%。2016年,361°儿童销售6.51亿元,占集团总营收的13%,同比增速达10.6%。这足以证明,童装对于体育品牌而言,至少在当下确实是一门好生意。在主品牌即将触碰到天花板的情况下,进军童装市场是寻找新兴增长点的进攻,也是未雨绸缪的防备。市场分析,由于运动品牌出色的功能性设计,消费者对于运动品牌童装线往往比较信赖,因此运动品牌推出童装具有“先天”优势。 In 2016, the total body mass of ANTA children (including e-commerce sales) was already close to 2 billion yuan, accounting for nearly 15% of Anta’s annual revenue of 13.35 billion yuan. In 2016, 361° children sold 651 million yuan, accounting for 13% of the group’s total revenue and a year-on-year growth rate of 10.6%. This proves that children’s wear is indeed a good business for sports brands, at least for the moment. In the case where the main brand is about to touch the ceiling, entering the children’s wear market is an attack to find emerging growth points, and it is also a preparedness for rainy days. According to market analysis, due to the outstanding functional design of sports brands, consumers often rely on sportswear branded children’s wear lines. Therefore, sportswear children’s wear has the advantage of “innate”.