Lining Authorized Wide Kitten, Force Children'S Wear Market.

Lining is reexamining the disposition of war power and starting to pay attention to the subdivided consumption crowd.

Water test children's wear

In the twentieth China International Clothing and Accessories Fair children's wear exhibition, reporters saw

It was also held during the Expo that "Zhi Qing Feng won the future" Lining children's brand authorization press conference was held at the Lining Industrial Park.

From this news conference, the reporter learned that Lining group will exclusively authorize Lining brand to Tianjin wide cat children's products Co., Ltd. in the next 10 years.

At the press conference, Lining's children's clothing not only released a brand new logo, but also announced the development plan for the next 5 to 10 years.

The move shows the Lining brand's determination to show its ability in the field of children's sports.

This also shows that Lining and Parker's 3 years of "marriage" has come to an end.

It is reported that in 2010, Lining worked with Parker lane to develop the children's wear market.

Since the cooperation, Lining's children's wear has helped the parkland's strong children's clothing design ability and channel development ability, from scratch, from weak to strong, and now has the third place in sports children's clothing.

Nan Peng, general manager of Lining investment company, said, "since 2010, Lining group has started to set foot in the field of children's wear. Lining has not only provided many high-quality products for the market, but also has accumulated rich experience in the field of children's wear. Now Lining's children's wear will start out with a brand new image and promise to provide the best quality children's sports products to the society."

As a matter of fact, in recent years, in the field of adult sports, Lining has been reconsidering the disposition of combat power, and has been planning the market from simple sports classification, focusing on the product of the producer, and evolving to begin to focus on the consumer segments.

Entering the field of children's wear is one of the strategic directions.

As early as 2001 and 2002, Nike and Adidas introduced children's clothing products in China. Lining group was concerned about it, but thought that the market had not yet reached the ideal scale.

Providing business solutions for a huge but difficult market to solve problems can often be effective.

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 told reporters.

This is undoubtedly Lining's chance.

So in 2010, Lining launched a series of children's clothing at the right time.

"In 2010, the market was gradually showing full demand, and at the same time, we had time to make full preparations before the real competition came."

Nan Peng said.

Tianjin group wide children's products Co., Ltd., authorized by Lining group, was founded in May 2011. It is a company specializing in the development, design, production and sales of children's articles invested by Lining group.

Lining will be one of the shareholders of wide cat.

Since January 1, 2013

Wide kitty will have exclusive right to run Lining children's wear products, including clothing, shoes, accessories and other children's products of the whole category.

"Under the management of Lining group, the wide cat will operate independently in the business of children's products, and develop new businesses in the way of entrepreneurship. While ensuring the flexibility of management in the initiative of enterprises, the management of Li Ning Co will eventually become one of the leading brands of China's children's wear industry."

Nan Peng said.

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

Wide cat has the right to design, produce and sell Lining's children's clothing series. Its sales and affiliate income are included in the wide cat's financial statements.

Lining has the right to check and audit all the related commercial activities of wide cat and charge the brand authorization fee.

"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.

According to him, in the next 5 to 10 years, Lining's children's clothing will "focus on protecting children's sports safety and health", providing sports products for 5-12 year old children, so that children can have a safer and more secure sports environment.

"The product will be truly consumer oriented, starting from the needs of parents and children, not only providing sports products, but also innovating and integrating children's clothing, stimulating children's sports enthusiasm, protecting children's movement process, and providing better sports experience for children."

Chen Xin, general manager of Tianjin wide Cat Products Co., Ltd.

Lining's children's brand products include different series. The professional series will focus on the production of sports protection technology products, mainly for children's physical education, sports meeting, etc. sports life series will focus on the production of children's safety basic products, will be applicable to extracurricular activities, play and other daily activities; and research and development, design, production, sales as one of the business mode will effectively guarantee the quality of products.

The new Lining children's wear logo, in addition to using Lining's own logo, the colorful KIDS with children's interest also shows the product characteristics of Lining's children's cute and childlike children's clothes.

Sharing Lining resources

"In the future, Lining group will vigorously support the children's sports market business as the key development direction in the future, and will support from three parts, namely, professional resources, management resources, equipment and hardware."

Nan Peng told reporters.

In the near future, Lining group will provide professional design guidance to Lining's children's clothing, and will open up the design creativity and research and development to children's clothing.

This means that Lining's children's wear is not only able to get professional guidance from Lining brand, but also to share the professional technical resources with the Lining brand in the first time. Some patents of high-tech R & D resources and Lining brand will be quickly used in the field of children's clothing. This will promote the professionalism of Lining's sports children's wear.

Lining's children's clothing will also share sports stars with Lining group.

At the same time, Lining central city flagship store, channel customer resources and administrative resources are also open to children's clothing sharing.

As an international leading sports brand, Lining has strict quality standards and testing standards.

These strict standards will also apply to children's clothing products. Every product of Lining's children's clothing will follow these standards. Through strict management, we will ensure that Lining's children's wear will provide quality first-class products.

In addition, Lining sales management standards, service standards, modern logistics system will also import Lining children's clothing.

"Lining children's clothing will start from the consumers themselves, taking into account the feelings of consumers in all aspects.

While meeting children's physical growth and personality preferences, they also satisfy their parents' buying needs.

Chen Xin said that Lining's children's clothing has been ready to produce professional, innovative, safe and comfortable products for children in the future.

Everyone has a common understanding of the future development of children's clothing industry. In the next ten years, children's clothing will usher in the golden ten years of rapid development.

But there is another consensus that, as a brand of children's clothing, this is a good opportunity for accumulation. It is hard to seize this opportunity without deep accumulation.

In 2012, the competition for children's clothing market in China will become increasingly brutal. Who can get a share of it? Only the market will finally give the answer.

In the face of strange industries and in the face of new consumer groups, Lining is no exception. Everything will start from scratch.

Nan Peng also admitted, "we have no successful experience to learn from. What we can do is to find problems and then find ways to solve them."