Good Kids Group To Build A Brand

July 28th is the world's largest producer of baby stroller.

Five major R & D centers in the world

Since Song Zheng invented the world's first baby carriage with the function of sitting, lying and shaking in the world, the good children group has been engaged in the research, manufacture and sale of durable children's articles such as baby carriages, children's tricycles, bicycles and walkers for 21 years in the whole country for over the past 1989 years.

As the largest child carrier producer in the world, the children's products of the good children group have reached 40% in the US market and 20% in the European market. According to Forbes magazine, 2 out of every 5 strollers in the United States come from the good children group. In the domestic child trolley Market, the good boy group also occupies 70% of the market share.

"Good children in China have been in the market for the first 17 years in a row, and they have been the first since they entered the US market in 1999, and good children have become leaders of the EU market since 2003."

Song Zheng also said that the group has established more than 50 institutions and employs more than 20 thousand people worldwide.

According to Liu Tongyou, vice president of forensic and financial affairs, the good boy group currently has three business segments, including about 60% of the durable children's products, about 30% of retail sales and child care products.

Last year, the total sales volume of the good children group was about 4 billion yuan. Liu Tongyou said that this year's sales volume is expected to be 4 billion 500 million -50 billion yuan.

No doubt good children have achieved absolute leadership in the global baby stroller industry, but Song Zheng also said that the vision of good children is the global infant products market.

"China's infant products are a trillion level market, and good children are now only 1 billion levels of scale."

"In the eyes of foreigners, made in China before, it is a product with low price and poor quality, and good children have been insisting on innovation."

Song Zheng also said that in 1999, a good kid knocked on the door of the US market by relying on a new swing type baby carrier named "father shake and mother shake".

According to the public data of good children, as of March 2010, good children had nearly 3500 patents in China.

"After Kunshan, Boston, Utrecht and Tokyo, Holland, good children have just set up the world's fifth largest R & D institutions in Hongkong.

At present, China Kunshan Industrial Park, we have 100 mu R & D center base, while the global R & D team has 280 people.

Song Zheng also told reporters.

International market does not merge, insist on brand cooperation.

According to Liu Tongyou, the three largest markets in China, North America and Europe account for roughly 30% of the group's business, but in the domestic market and overseas markets, good children choose two distinct paths.

"Good children began to expand overseas markets in the 90s of last century, and we have to compete with the local leading brands every time we enter a regional market.

But our successful experience in internationalization is to work closely with foreign partners to establish a business model of "joint brand".

Song Zheng also said that in such a business mode, good children are not simply raw materials for processing OEM. The meaning of "co branding" is not only the brands of famous foreign manufacturers, but also the brand of good children.

"In the IT world, Intel -T is the most successful processor provider in the world. All computer products are equipped with Intel for product quality assurance.

And our good children can become the "Intel" in the children's products industry. After the global consumers see the symbol of good children, they will think that this is the most quality assurance brand for children's products.

How to make baby stroller become a fashionable product is also the direction that Song Zheng gave designers.

The second time that a good boy has changed his mind in history is a major vision.

Martha de Clark, director of brand design for good children, said that the good boy group has changed its bid comprehensively in July 22nd this year. This change not only means that the group logo has been changed to red, symbolizing the "GB" pattern of China and caring, but also means the re education and product upgrading of the internal management team's brand service consciousness.

"We hope to increase the fashionable connotation of good children's brands, while consumers at home and abroad can understand children better when they buy products."

Song Zheng also said.

Good children have already excavated the first barrel of gold on the children's car. In the future, the construction of the children's product Kingdom territory, some people think that a good child can take a brand merger to achieve rapid growth and growth.

However, Song Zheng also insisted that brand cooperation would be a long-term strategy for good children.

"Pigeon is a famous brand in infant products, but good children will not buy and buy to realize their expansion in this business, because we have quite a lot of cooperative brands in different markets.

Our acquisition of a brand undermines good cooperation with more other brands, which is not good for a good kid. "

In addition, Song Zheng also said that in the sharing of well-known baby products market, good children are also using the mode of distribution and retail: "AVENT and N IK E children's series are sold through our distribution and retail channels."

National brand of international venture capital holdings

"After all, the profit margins of using our own brands will be even higher. 80% of our sales in the global market will still be supported by good children's own brands, and the Chinese market will still insist on using our own brand."

Song Zheng also said.

Although good children occupy the 70% market of Chinese children's cars, but we have to admit that in the Japanese market, Combi, which is playing a great role in the Japanese market, has become an important rival in the high-end children's car market in China.

The concept of high-end baby stroller should be priced at more than 2000 yuan. At present, the most expensive product of a good child is priced at 4800 yuan. It is a product that we cooperate with Q U IN T in Holland. The good children "GB" high-end brand is also striving for continuous efforts. "Mommy good child" is a high-end brand series created by good children. Besides, "Xiaolong habi" is a best seller in the Chinese market catering to the consumption level of the masses.

The sales mode of Chinese market is quite different from that of overseas market.

"In the US market, a good child must sign a contract with the general agent, and the main street is to open up access to supermarkets, department stores and specialty stores.

But in China, we have to build a whole industrial chain from production to sale.

Although being the first brand in China, good children have formed many channels in China, but since 2002, the good kids group has been able to enter the retail area of infant products through the acquisition of more infant products sales outlets and channels.

"In recent years, the original plan to open 500 retail stores in China has not been realized. Our retail outlets are now 70 to 80, and this year's new target is only 7 to 8."

Song Zheng also said that China's market channel is much more complicated than overseas market. Now, the strategy of manufacturing and marketing is now more cautious.

"A good kid is not a Chinese brand. We can't just see who owns the company. The key is that we are still in management."

Song Zheng also emphasized that good children are a Chinese local enterprise.

As an object favored by international PE, the first Shanghai, Japan Softbank group, the China retail fund CRF of AIG and so on have all invested in the good children group. In 2006, the Pacific Investment held 68% stake in the children with about 168 million US dollars.

The price at that time was 15.74 times the net profit of a good child in 2004, and the acquisition became the first case of leveraged acquisition of Chinese business in the capital market.

Recently, however, the Pacific Investment is on the move again. Song Zheng also said that it is normal for financial investors to get in and out, but the company is still operating by the core management, so it does not affect the operation of the good child industry.

It is understood that the current good boy group management of the original class holds 32% stake in the company, of which Group founder Song Zheng also holds about 8% stake.