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As a result of urbanisation and increasing affluence, more Chinese people are demanding better living conditions and a healthier lifestyle. The Chinese government has been driving the development of sports through the building of infrastructure in the community. That has helped strengthen the demand for diversified sportswear products as people are getting more opportunities to participate in different sports. To target and better serve the specific needs of different customers, the Group has further enriched both our brand and product portfolios to take full advantage of the potential in each market segment.
Our performance-based sportswear products, particularly those in the basketball and running categories, have raised the profile of the brand and helped us extend our lead in the mass market. While keeping a hold on the markets of those products, the Group has also tightened its grip on the tennis market in 2009 by enriching our product offering. Taking advantage of the strategic alliance with the COC, the Group has introduced "COC licensed product series" in the fourth quarter of 2009. Furthermore, the Group has enhanced the Sports Lifestyle series and Kids sportswear series since the launch in 2008 to expand the footprints in these two markets.
During the year, the Group has acquired the FILA brand to tap the potential of the high-end sportswear market in China. FILA is an international brand that is renowned for incorporating advanced technology and stylish designs into marketable products. Together with our extensive experience in domestic sportswear market and competitive edges in supply chain and network management, the Group has built a strong foundation in capturing the growth in the high-end market. We believe the addition of the Fila business in the PRC will not only bring new drive for future growth, but also creates synergy to complement our existing business in the mass market and create a higher value for the Group.
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