At the end of last month, the children's wear brand Crane Emperor finally revealed its collaboration with the sports giant Li Ning. The two well-known domestic brands in Beijing had secretly signed an agreement over a month ago to launch the LiNing Kids line, which is set to hit the market next year. This move isn't unique—Anta, another major Chinese sportswear brand, is also planning to enter the children's clothing market in the first quarter of next year. This signals that "Little Li Ning" and "Anta" will soon be competing against global giants like Nike and Adidas, who have already made strong inroads into the children’s apparel sector.
With international players dominating the market, can local brands carve out a space for themselves? Li Ning and Anta are currently leading the domestic sports brand scene, while Nike and Adidas remain the global powerhouses. Recent financial reports show impressive growth: Li Ning saw a 32.4% revenue increase to 4.052 billion yuan in the first half of the year, with net profit rising by 41.6% to 477 million yuan. It even surpassed Adidas in operating profit for the first time. Meanwhile, Anta, starting as a small workshop, has grown rapidly, achieving 2.82 billion yuan in sales this year with 6,129 distributors.
Nike and Adidas still hold dominant positions in China's high-end market, but their performance this year hasn't been as strong. Adidas reported a 29% drop in operating profit and a 7% decline in sales in the third quarter. Even Nike's sub-brands like Converse and Reebok have seen declines. Some major agents, including Daphne, have begun exiting the sports brand agency business.
In contrast, the children's clothing market is emerging as a new opportunity. With China's fourth baby boom expected in 2010 and a stable birth rate until 2030, the potential for growth in the children's market is massive. Currently, children's wear accounts for only about 10% of total garment output, but it's still in its early stages. Brands like Crane Emperor and others are entering the space, and even non-apparel companies like Haier are showing interest.
According to Luo Jianfan, president of Crane Emperor, the children's clothing segment remains a small category within the broader sportswear industry. However, with the market still developing and many opportunities ahead, it's clear that both domestic and international players are eyeing this growing sector. As competition intensifies, the future of the children's wear market looks promising.
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