Interview With Nan Peng, General Manager Of Lining Investment Company

"Low threshold, low profit, quick start, quick go" is a lot.

The view of the industry is also why children's clothing attracts a large number of enterprises with various backgrounds to enter.

But it is very difficult to produce leading brand in this field. If we want to create famous brand, strong industry resources, creative design and smooth channels are indispensable.

Since 2010, Lining group has been involved in the field of children's wear. After nearly 3 years of unremitting efforts, it has not only provided many high-quality products for the market, but also accumulated rich experience in the field of children's wear.

In 2012, Lining's children's clothes were abandoned by Parker, and worked with Tianjin wide Kitty Products Co., Ltd. to renew their efforts.

Reporter: why is Lining's children's clothing not running in its own system like other children's wear brands this time, but by setting up another joint venture company, namely, Tianjin wide cat children's Articles Co., Ltd.?

Nan Peng: Lining itself is a large scale company. Last year's turnover was about 9000000000 yuan. The annual report of this year has not yet come out. It is not conducive to the development of innovative businesses in the operation of such a large company system. On the one hand, the cost is relatively high. On the other hand, the process is rather complicated. Therefore, we hope that the Tianjin Cat Products Co., Ltd. is independent of this constitution, so that it can really develop like an entrepreneurial enterprise, so that it can really have vitality.

Reporter: before

Worked with Parker for 3 years, why did not continue further cooperation this time? What role did the previous 3 years' cooperation play in the initial construction of Lining's children's clothing?

Nan Peng: first, cooperation between Lining and paramount is a 3 year cooperation. We decided to relocate a partner because we did not achieve our expected performance.

The main reason is that there is some discrepancy in management cognition between the two companies. Another reason is that Parker is an independent company, and many management differences between the two companies can not be coordinated.

Second, Lining also analyzed the reasons for not achieving the expected performance, so the reinvestment set up a company.

First, we should strengthen the management system, strive to achieve our expected performance, avoid Lining's problems in the first 3 years, and the two is that Tianjin cat, as Lining's investment target, can make more effective use of Lining's resources.

Reporter: Lining's adult dress is the powerful backing of Lining's children's clothing. Where is the core competitiveness of Lining's children's clothing? What are the things that Lining can't give?

Nan Peng: after all, "little Lining" is the same brand as "big Lining". Therefore, Lining's children's clothing can not be completely divorced from big Lining. In terms of brand positioning and brand characteristics, he must maintain consistency with Lining. On this basis, he can draw on the existing resources of big Lining, which is an inherent advantage of children's clothing.

Speaking of the core competitiveness of Lining's independent operation, it is different from the mechanism. In terms of cost control, it is different from that of big Lining. In terms of brand positioning, he should be the continuation of big Lining, but not exactly the same. Our position on children's clothing is to pplant the function of sports to children's clothing. The function of sports is just two kinds. One is sports protection, preventing children from being injured in the process of exercise, and the other is improving children's sports performance.

Children play games, no high intensity exercise, so we hope to pplant some of the functions of sports protection to children's clothing products, so as to meet the parents' attention to safety and healthy growth needs. This is our unique positioning for Lining's children's clothing, and is also his unique core competitiveness.

Reporter: what are the sales channels of Lining's children's clothing?

Nan Peng: the channel of Lining's children's clothing is still dominated by exclusive stores. In order to protect our brand image and strengthen communication control, our store image and retail management are all unified throughout the country. We have strict requirements for this.

Reporter: what competitors do you think are currently available in Lining's children's clothing?

Nan Peng: Lining's children's clothing competitors are hard to evaluate. In fact, the industry of children's wear is very elementary. Even though the market leading brands, the market share is also very scattered. I think the competition era of children's clothing market has not yet come, so it's hard to say who is our direct competitor. If we want to speak from a broad sense, we are all competitors.

Reporter: at present, many sports brands have launched children's clothing products. What do you think of the characteristics and selling points of Lining compared with them?

China's children's wear market has been developing for many years, such as Lining, Anta, 361 degrees, and other brands are only beginning to set foot in children's clothing in recent years. I think sports children's wear and other types of children's clothing have a common feature: so far, most children's clothing in China is to meet the needs of parents' aesthetic needs. Lining's exercise children's clothing is satisfied with the parents' needs for safety, comfort and health.

Lining's adult suit has strong athletic attributes for professional sports personnel, but many people buy Lining not to participate in professional sports, but for everyday wear. Sportswear includes two categories: sports protection and performance improvement.

Children actually have no need to improve their performance, but they have a strong demand for sports protection. We hope to pplant Lining's adult sports protection function and technology to children's clothing to provide better protection for children. This is the unique feature of Lining's children's clothing. To carry out this demand on products and carry out marketing promotion, it is a relatively long process to enable parents to recognize the characteristics of products. This is the most significant difference between us and other children's clothing.

Reporter: what are the suppliers of fabrics?

Nan Peng: Lining prefers to buy high-quality fabrics in choosing fabric suppliers, including Japanese and Korean fabrics, and many functional fabrics. Most of the functional fabrics are made of chemical fibers. At present, we are trying to find cotton functional fabrics.

I have repeatedly stressed that Lining's children's clothing is unique in that it emphasizes safety and comfort. This safety and comfort is actually implemented in every detail of the management system from beginning to end, and the choice of fabric is also an important part of it, which can not be ignored.