关税战不慌！政策红利下，安奈儿深耕国内照样“吃得香”

Core Viewpoint - The article highlights how Annil, a leading children's clothing brand in China, has successfully focused on the domestic market, avoiding the adverse effects of U.S.-China trade tensions and tariffs, while capitalizing on local consumer demand and government policies aimed at boosting domestic consumption [1][2][6]. Group 1: Company Strategy - Annil has maintained a domestic business ratio of 97.82% in 2024, with minimal international market investment, thus avoiding significant impacts from tariffs [2]. - The company has chosen to leverage established cross-border platforms like SHEIN and TEMU for limited international exposure, allowing for controlled market entry [2]. - Annil's strategy emphasizes deepening its presence in the domestic market, focusing on quality upgrades and catering to local consumer preferences [1][2]. Group 2: Market Environment - The Chinese government has implemented policies to stimulate consumption, including maternity benefits and consumer vouchers, which are expected to positively impact the children's clothing market [3]. - The retail sales of consumer goods in March 2025 reached 4.09 billion yuan, showing a year-on-year growth of 5.9%, indicating a recovering consumption environment [3]. - The introduction of local government initiatives, such as the first mother-baby consumption vouchers in Nanchang, aims to reduce childcare costs and stimulate immediate spending [3]. Group 3: Competitive Advantages - Annil has built a strong brand presence over 29 years, recognized as one of China's top children's clothing brands, and received accolades such as the "Top Ten Children's Clothing Brands" award in 2023 [4]. - The company emphasizes the use of high-quality cotton fabrics, ensuring comfort and safety through strict material standards and innovative design tailored to children's needs [4][5]. - Annil has developed a diverse sales channel strategy, combining direct sales, franchise operations, and a robust online presence across major e-commerce platforms [5].