The Growth Of Children'S Clothing Business

The well-known sports brand has recently announced the annual report of 2014. The data show that 331 degrees out of the declining trend since 2012, the turnover is 3 billion 906 million yuan, up 9%, and the growth of children's clothing business is strong, up to 20.7%.

From a set of figures, we can see that the movement of brand names is going to be difficult to recover from inventory, and the turnover in the peak period of 2011 is 5 billion 569 million yuan. In 2012, it dropped to 4 billion 950 million yuan. In 2013, the drama dropped to 3 billion 580 million yuan. It was the worst year of performance. In 2014, 361 degrees went out of the trough, and the problem of product backlog was gradually solved. The turnover was 3 billion 906 million yuan, an increase of 9% over the same period last year. Net profit achieved 398 million yuan in profit attributable to shareholders, an increase of 88.2%.

The improvement was due to continued strong sales in retail outlets, which stimulated distributors and retailers to increase orders, the company said.

The first sign of improvement was the 2014 Winter order meeting held in mid April last year. Orders for the first time recorded growth in two years. Although the purchase orders for 2014 spring / summer and autumn orders decreased by 8% and 7% respectively, 2014 winter products, 2015 spring / summer and autumn products orders increased by 8%, 11% and 16% respectively.

Reporters learned that the 31st degree products include 360 degree sports, 31 degree children's wear monks brand.

The campaign is focused on running, basketball and other mass sports and comprehensive training and outdoor sports performance clothing and footwear products. The 360 degree children's clothing is an independent business department, specializing in the production of clothing and footwear products for children aged 5 to 12 years old. It often provides products authorized by third parties, and the brand is a sub brand set up for young consumers pursuing urban individualized lifestyles.

In the turnover of 3 billion 906 million yuan, the sales volume of footwear products reached 1 billion 554 million yuan, accounting for 39.8%, an increase of 2.2% compared with the same period last year. The sales volume of clothing products reached 1 billion 754 million yuan, accounting for 44.9%, an increase of 11.3% over the same period, and the turnover of accessories business accounted for 2.3%, an increase of 36.6% over the same period.

Business is often conducted in the form of authorized distribution. Products are authorized by regional authorized agencies.

Then the store of authorized retailers finally arrived at the consumer's hands. By the end of 2014, the group had 31 authorized distributors, directly managing and controlling about 3141 retailers. The 2014 authorized retailers have opened 1384 new stores and closed 1364 stores. As of the end of 12, there were 7319 stores.

It is worth mentioning that last year

Business growth is strong.

In 2010, it decided to set up a new business unit focusing on children's clothing for the market of children aged 5 to 12.

By the end of 2014, there were 2142 stores, including 623 in East China, 672 in North China, 447 in Southern China and 400 in West China.

The annual sales of children's clothing reached 508 million yuan, up 20.7% from 420 million yuan in 2013.

In September 2014, Baidu signed a strategic partnership agreement with Baidu to develop intelligent footwear products with tracking equipment and applications. Four entry-level intelligent shoes will be launched in March 2015. If the cooperation is successful, the model will likely expand to other wearable products.

At the same time, 31st degree also entered the overseas market, stores opened in Brazil and the United States. In spring and summer 2015, the products focused on running shoes, and the main styles were Chromoso, Sensation and so on.

In addition, the Finland brand One Way Sport Oy (One Way), which focuses on off-road and winter sports, has established a joint venture, Wan Wei International Industrial Co., Ltd. to develop various high-end sports products such as carbon fiber cross-country skiing, ski boots, carbon fiber ski poles and snow roller skating.