The Children'S Products Industry Is Rushing Against Each Other.

The August 5th news was in the Li baby group and the United States Nuby (NUBY) brand to work together brand On the same day of the publication of the global strategy, the good boy group, the former agent of the Nuo China region, also announced that the brand logo should be replaced and the globalization strategy should be promoted in an all-round way. The subtle relationship between the three can not help but feel the secret of mutual struggle. As a well-known enterprise in China's infant market, Li Ying house and good children all have great expectations for the huge market in mainland China, and Nubian's defection will undoubtedly make the competition between the two parties more intense.

Enterprises compete with each other.

In July 22nd, the tenth Shanghai children, babies and pregnant women were held in Pudong, Shanghai. exposition "The famous baby products company," Li Ying Fang Group "and" Nuby "brand of the United States jointly held the press conference on the global strategy of the brand. The two sides jointly announced that Nuby chose Li Ying Fang as the general agent of China and promoted the new listing of Nuby series products in mainland China.

On the same day, also in Shanghai, another famous baby products company in China. Good boy The group held a news conference at another exhibition, Shanghai International Children's clothing and mother child products fair, announcing the replacement of brand logo, promoting the strategy of globalization in an all-round way, and issuing a brand new slogan at the same time. At the press conference, the good kids group announced that the products of future good children will conform to the trend of consumer behavior and spanform from product function, appearance trend to style design to fashion.

Originally, the collision between enterprises in the choice of time and place is unavoidable. However, because of the relationship between Nubi, it is easy to see that the action of Li Ying Fang and good children seems to have a strong influence on each other.

Nuby is one of the world's leading infant products enterprises, the most important brand of Luv n 'Care company in the United States. It is also ranked one of the first infant brands in the United States and the world's top three. The main products are bottles and water cups. This year, besides the main bottles, nipples and water cups, Nuby will also launch a new SKINCARE series skin care product to the Chinese market. Before the alliance, the total agent of Nubi in China is a good boy.

As for what causes Nubi to leave the good boy who has worked together for many years, instead of choosing Li Ying Fang, it is still a mystery now. "Nuby probably values our advantages in the sales channel." The people of the Li Ying Fang Group answered the questions of the China Commercial Daily reporter, and were not willing to talk more about the details.

Since its entry into the mainland market in 1993, Taiwan's Li Ying Fang has been developing smoothly. By entering into shopping malls, department stores, and setting up outlets in the street communities, from Shanghai, Beijing and other front-line markets to Nanjing, Wuhan and other two or three line markets, Li Ying Fang successfully realized the radiation from the core city. So far, there are more than more than 1500 retail outlets in mainland China, including more than 900 Direct stores and more than 600 franchises.

Founded in 1989 in Kunshan, Jiangsu, good children group is currently engaged in R & D, manufacture and sale of durable children's articles such as baby carriages, children's tricycles, bicycles and walkers worldwide. It is the largest baby stroller supplier in China, EU countries and North American markets. At present, the good children group has formed three major business sections, including durable children's articles, distribution and retail business and child care products. Among them, durable children's products account for 60%, retail sales and child care products account for 30%. As early as 2006, good children began to carry out marketing agency business in the mainland of China.

Step up market layout

The infant products market in mainland China is a huge market with over 100 billion yuan capacity. Statistics show that 2000 to 30 million babies are born every year in China, of which 8 to 36 month old of infants are about 45 million, and 320 million are children. For 0 to 4 year old infants, there are 80 million consumption groups, while the number of 0 to 6 year old babies is close to 6. Scholars believe that China is experiencing the fourth wave of baby boom since the founding of new China, and the time will continue until 2015.

Despite the huge market, China's infant and infant products market is still at an immature stage. The huge market has attracted more enterprises to enter the industry. In recent years, infant and infant production enterprises have increased sharply. According to incomplete statistics, there are 40 thousand baby enterprises nationwide. However, nearly 60% of the sales of baby products in the mainland are concentrated in the wholesale market, and many products are not brand names. At present, there are not many famous brands in infant products market. Among them, the United States Johnson occupies an absolute advantage in the infant bathroom market, while the baby and the good children are very influential in infant clothing and durable goods.

At present, the sales of children's cars in the good kids group are still in the overseas market. The share in the US market has reached 40%, and the share in the European market has increased to 20%. In recent years, strengthening the domestic market business is one of the priorities of good children. "China is the best child group to invest and pay the most attention." Song Zheng, President of good boy group, said in an interview that although the market share in China has maintained a leading position for 17 years, the sales and gross margin ratio is relatively small globally. Moreover, since 2002, good children are ready to go public, and have introduced three rounds of capital investment successively. But up to now, there is still no clear timetable for the listing of good children, and the pressure it faces can be imagined. A breakthrough in China's huge potential market is an inevitable choice for good children.

"The growth rate of 20%~30% will be maintained in the next 3~5 years." The people of Li Ying Fang Group told the China Commercial Daily reporter that the next step is that Li Ying house will strengthen the market development of the three or four tier cities, take the way of direct battalion and join in the same way, choose lots and good stores to open their own stores. At the same time, Li Ying Fang also invested in an e-commerce company, and plans to expand network sales through strategic cooperation.

If there are not many brands in the whole industry, the market environment will be very beneficial to large enterprises. Whoever can take advantage of the trend will become the overlord. As a company that has a lot of business in infant and child products, the business of Li Ying house and good children will be more and more frequent in the next market competition.