2010 Lining Surpasses Adidas And Looks After Children's Wear Market.

The children's clothing market, which makes many sporting goods manufacturers have a headache, is now the next big business that Lining looks after after Adidas.

The progress of China's local sporting goods manufacturers is obvious. For example, Li Ning Co Ltd surpassed Adidas to win the second runner up of the Chinese market.

In addition, there is another encouraging change. These local challengers are reconsidering the allocation of combat capability, planning the market from simple sports classification, focusing on the products of producers, and evolving to begin to focus on consumer segments - consumer centric.

For example, the female market, and the recently popular children's sports equipment market.

In April this year, Lining's first KIDS children's clothing store opened in Beijing, and the business mode was to authorize a local children's clothing manufacturer, Mr. grant rentie, to use its brand to take full responsibility for the overall market operation from R & D, production to sales.

Previously, Anta and 31st degree have launched their children's clothing series.

The business opportunities that Lining saw is that although Nike and Adidas introduced children's clothing products in China in 2001 and 2002, the market did not reach the desired scale.

A simple business wisdom is to provide a business solution for a huge but difficult market to solve problems.

At present, there are more than 300 million children under 14 years of age in China, of which 100 million are urban.

As China has entered the peak of fertility since 2005, the population of children in the future may double.

However, this market has been in the primary stage for a long time.

"Fewer brands are able to call names, and even the top three leading brands do not have a market share of more than 5%."

Nan Peng, director of Li Ning Co's new business development, told Global Entrepreneur.

The biggest sticking point of the development of children's clothing market is low input and low threshold, resulting in confusion in competition and price competition. Brand competition is scarce and lack of leading brands.

This is undoubtedly Lining's chance.

Liu Jia, Secretary General of the China clothing association children's wear Committee, told the global entrepreneur that when strong and large brands enter, they will gradually eliminate the scattered power and change the market structure.

The attraction of this market is not only that its demographic dividend is huge, but also that the growth cycle of children is faster than that of ordinary adult shoes and clothing. Once the brand loyalty is established, the benefit of many times of consumption is even greater than that of adults.

But the challenge is that this special consumer group has the characteristics of "rapid growth" and the "duality" of the buying decision maker.

Consumers are children, but buyers are often parents.

Children tend to focus on appearance and fashion trends, and parents pay more attention to cost performance.

For children's clothing market with simplification of style, sports children's clothing design has brought fresh choices to children's consumers, and the intrinsic technological content is the best chip to attract parents to buy.

For Lining, finding the psychological common points of this dual consumer subject will be the key to winning the market.

Identify problems and solve problems

In the view of Nan Peng, 2010 is the best time for Lining to launch children's wear series: "the market is gradually showing full demand, and at the same time, there is still time for us to prepare fully before the real competition comes."

In terms of market positioning, Lining hopes to attract the middle and high-end purchase layer in the city, and take the big city as the center and radiate to the outside.

Although Lining's children's clothing has continued to a certain extent in the adult market positioning, and even the two can find similarities in the shape design, however, "Lining's children's clothing is not simply the MiNi version of the adult series."

Nan Peng said.

In shape design, children's clothing is not equivalent to a small number of adult clothing.

People of different ages have different cultural elements, such as movies, anime and fashion trends. These elements are different in costume design.

In addition, the color of children's clothing is also more colorful than adult clothing. This is reflected in the decoration of Lining's children's clothing store, and it has adopted the color system such as bright yellow, which has not been used in adult clothing stores.

In terms of the technical content of sportswear, children's series and adult series require different functions, which involves the distinction and utilization of functional materials.

For example, children's sports shoes do not need to be subjected to multiple start and stop in short time like adult sports shoes, but the design of soles must conform to the characteristics that children's arches change with age.

The difference between sales channels is also obvious, because children are different from hot spots in adults, for example, the counters of adult sportswear and sports children's clothing in department stores are not on one floor.

Independent children's wear shops will be more targeted to target consumer groups.

The particularity of children's clothing market is also the biggest reason why Lining chose to cooperate with the domestic children's clothing brand paramount.

Parker lane has 11 years of experience in the design and marketing of children's clothing, and hundreds of Direct stores and franchisees in the country have formed a relatively complete channel network.

Lv Zhiyong, vice president of paramount, told the "Global Entrepreneur" that the children's clothing launched by Lining and Parker blue combined the greatest advantages of both sides, namely the sports attribute of Lining brand and the understanding of the market of children's clothing by Parker lane.

Lining and Parker blue said the cooperation between the two sides was a hit.

For Lining, entering the children's wear market is an inevitable step for its continued implementation of the consumer centered market segmentation strategy.

For Parker, the company, which is known as the first market share in the Chinese children's wear market for two consecutive years, has in fact been constrained by market confusion and inability to make bigger difficulties.

Through consideration of cost, risk and resources, Lining finally chose to authorize the business model with less risk.

Parker Lan Di has the right to design, produce and sell Lining's children's clothing series. His sales and affiliate income are included in his financial statement.

Lining has the right to check and examine all the business activities of Parker's and charge the licensing fees.

"Lining's children's clothing and adult clothes are in the same geographical market, which influence each other very much, so we are strict in checking."

Nan Peng said.

Active management is to ensure that the new product is in line with the brand image, and it is also an innovation of the authorization mode.

But Parker Lane's professional campaign.

Remove the pattern and color of children's clothing.

Nan Peng told the journal that two major reasons determined Lining's adherence to the established market position: first, the change of Chinese childbearing concept; the phenomenon of late marriage and late childbirth and the only child phenomenon raised the purchasing power of parents, indirectly expanding the market of high-end products; two, consumption is still the most important driving force for China's economic development.

In addition, in Europe and the United States, product and service fit is the consensus of the market.

As the United States and the European Union tighten standards for imported children's clothing, this recognition will also gradually affect China.

Lining's children's clothing is directly run in the four major cities of Beijing, Shanghai, Guangzhou and Shenzhen, while dealers in other areas are agents.

A small part of these dealers will come from the distributors of paramount's many years, and most of them will need to be redeveloped.

Lv Zhiyong said that in the past experience of Parker land, good sales performance and market reputation were the prerequisites for attracting joining.

Therefore, checking the quality and service is very important for Lining children's clothing at the beginning stage.

"We have no successful experience to learn from. What we can do is to find problems and then find ways to solve them."

Nan Peng said.