Marketing Strategy Analysis For Anta Kids

Follows the fourth baby booms, the newborn child grows every year rapidly. The kids wear market has a huge potential, when the children wear sports clothes, they usually feel more comfortable and relaxed, and the sportswear well satisfied the child’s demand. Based on the market opportunity, many companies enter the kids wear market. Comparing to the national companies, the international company have well-known brand and more experiences in operating, so the national kids wear companies faced with more challenges. How to accurately utilize a marketing strategy to meet the needs of consumers is really a question which makes us to think deeply.This article selects a famous sports brand company Anta kids which firstly enters the kids wear area, through the theoretical analysis and the method utilization to improve its marketing strategy. The full text firstly summarizes the development history of Anta kids, analyzes the environment of kids wear market. Then this article conducts the research of consumers with questionnaire, and uses SPSS for analysis. That the way the article studies the consumers’behavior of kids wear, through segmenting the kids wear market, determining the target market of kids and then offered a positioning for Anta kids.Finally, formulates the corresponding marketing strategy for Anta kids based on4Cs marketing theory, the core of4Cs marketing theory is to grasp the requirements of customers, from the customer needs, customer communication, customer convenience, and customer cost four aspects to put forward specific executive measures of marketing.