After cultivating 21 years of thick and thin hair, An Nai Li Chong "the first share of A-share children's wear"

The well-known domestic children's wear brand An Nai recently held a publicly issued stock online road show, and finally sprinted the "A share of children's wear." Anna Nai has been cultivating children's wear for 21 years and has been adhering to the core emotional value of the “Companion” brand. She has created a variety of children's wear products that are safe, comfortable and fashionable around the theme of “not as comfortable”, and has sponsored the company by signing spokesperson Jia Nailiang. A series of initiatives, such as online and offline activities, are dedicated to creating the most comfortable wearing experience for thousands of children and becoming a favorite children's wear brand. Undoubtedly, Annai will be listed on the A-share market and will be a beautiful transcript of the brand's 21-year unremitting efforts.

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Ingenious research to create "not as comfortable" exquisite children's products

After cultivating 21 years of thick and thin hair, An Nai Li Chong "the first share of A-share children's wear"

Looking back, the creation of the Anna brand can be traced back to the “Annier Children's Clothing Store” founded by the founders Cao Yu and Wang Jianqing in 1996. In the course of 21 years of entrepreneurial innovation, the brand has always been adhering to the spirit of ingenuity and research, and has won wide market recognition with its high quality and environmental protection , simple and novel style, and comfortable and generous product characteristics. It has become a well-known children's wear in China. One of the brands.

Comfort is a key element of children's wear products. Therefore, for many years, Annai has been using "different comfort" as the product theme, and based on the development of high-quality fabrics, from yarn selection to weaving, printing and dyeing, finishing and garment processing. The entire manufacturing process carries out tracking and monitoring and process control to ensure that all processes such as dyeing, printing and finishing use environmentally friendly dyes and safety auxiliaries. All the ingenuity is to bring "different comfort" to the children and consumers. Safe, comfortable and stylish wearing experience. At present, Anna's products cover two categories of children's wear and children's wear, including tops, coats, pants, skirts, down jackets, home clothes and many other categories, covering a wide range of clothing needs from newborn babies to older children.

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"Companion" is supreme, advocating a good family relationship in the new era

Annai is convinced that parent-child relationship is an important emotional bond in the family. Therefore, Annai children insist on the same time control of product quality, but also the parents and children to accompany the brand connotation and applied to the production design, since 21 years has always insisted "the parents of the heart to do children's clothes," encouraging parents and children to accompany the good family relations Parent-child relationship is regarded as an important precipitation result of brand culture.

As a result, under the cultural theme of “Companion”, Annai passed the “live companion” culture between the company and the customers, between the parents and the children through the live broadcast of the stars, the activities of the members, and the promotion of the activities, and strengthened the brand awareness. And influence. Annai believes that having the love of parents along the way and incorporating this companion into the product is the most determined guardian of the brand's commitment to provide safe and comfortable children's clothing for every good childhood. At the same time, the love of parents accompanied Annai in the 21 years of quietly working, becoming the only brand covering the whole line of infant and child products in China, providing a comfortable childhood for children of all ages.

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Cross-border cooperation to build a diversified baby brand in the pilot industry

In recent years, Anna has not only attached great importance to products and services, but also communicated with consumers in a broader and more flexible way, including signing stars, inviting children's star Ala Lei global live broadcast, organizing rich online and offline activities, and long-standing children. A series of initiatives, such as the investment in art exhibitions, create a diverse consumer experience for thousands of families and become a favorite children's wear brand.

Among them, in response to the cultural and fashion appeals of children's wear products for the new generation parents after 80 and 90, Annai officially signed the star dad Jia Nailiang as the brand spokesperson in 2016, and will continue to advocate the parent-child companion culture and the parent-child of the movie star. The combination of images expands the influence and affinity of the brand in the parents and children after 80 and 90. Under the trend of the second child policy to broaden the prospects of the children's wear market and intensify competition, Annai used the network and the society to discuss the topic of the male star's dad, and invited the star dad, Jia Nailiang, to endorse the brand influence and competitiveness. Great positive drive.

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In addition, for the vertical platform represented by the mother-infant website, Annai has established long-term cooperation with many domestic well-known mother-infant websites such as domestic mothers, hot moms, and childcare nets, using these platforms to accurately locate pregnant women and young mothers. Vertical advantage for branding, user interaction and product trials. At the same time, combined with the trend of advertising mobileization, strengthen cooperation with mobile mother-to-child APP to expand the brand's potential consumer base and create a safe, comfortable and healthy wearing experience for more children.

In the 21-year-old baby industry, Annai has always been at the forefront of the industry and has become the leading children's wear brand in China. According to the statistics of the China Business Federation, in the ranking of children's wear products sales of large-scale retail enterprises in the country in 2015, the comprehensive market share of “Annil Ann's” brand children's wear ranked fourth in the industry, and in domestic brands, non-sports The brand name and the big children's clothing category are ranked 2nd in the industry. In March 2016, the “Annel” brand was awarded the title of “The Top Ten Children's Wear Brands in China” by the China Garment Association.

The accumulation of thin hair, and then Zhiyuan, An Naier brand went to the 21st year, if the realization of the "A share of children's clothing first share" reputation, it will definitely draw a strong color for the history of brand development. In the future, Annai will never forget the original heart, continue to advocate the parent-child companion culture, create a "not as comfortable" baby clothing products as the brand mission, and become the children's wear brand trusted by parents and children.