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Surpassing Adidas Lining Is Not Proud And Rushing Into Children'S Clothing Market.

2010/6/2 11:30:00 24

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Lining Adidas

The children's clothing market, which makes many sporting goods manufacturers headache, is now beyond Adidas.

Lining

Optimistic about the next big business!

The progress of China's local sporting goods manufacturers is obvious to all, such as Li Ning Co Ltd's pcendence.

Adidas

The second runner up in the Chinese market is a clear example.

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 women's market, and the recently hot 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 new business development department of Li Ning Co, 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.