Lining'S Right To Reclaim Children'S Clothing Will Reorganize Children'S Wear Brand

The city beauty who is a underwear starts to March.

Market, sport, and home.

Children's wear is the best seller. Now Lining is going to divide the children's clothing into a big cake.

According to the world clothing and shoe net, in the recent spring 2018 ordering meeting, Li Ning Co revealed that the company had taken back the agency of children's wear brand, and plans to launch its own children's clothing in 2018.

Lining YOUNG, the main target audience of the product is 3-14 year old children, product category involves running training, basketball football, sports life three categories.

At present, Lining has only one children's clothing brand, Lining KIDS, working with third party agents.

After reclaiming the children's clothing agency, Lining reformed the children's clothing business. The new brand Lining YOUNG will mainly take the direct camp mode. It plans to set up about 500 physical stores in two or three cities next year, and the parent child interaction area will be set up in the shop to create experience scenes.

Lining said that at this time, the right to reclaim the agency and reorganize the brand of children's clothing is mainly due to the fact that under the upsurge of advocating sports and fitness, parents pay special attention to the health of their children, and the expenses on them are obviously increasing.

According to an industry report released, the size of children's clothing market in China reached 137 billion 200 million in 2015 and the growth rate reached 8%. With the opening of two children and upgrading of consumption, it is estimated that the size of children's clothing market will exceed 150 billion by 2017, and the per capita consumption will reach 1700 yuan.

According to Sina's white paper issued by mother and baby, China's mothers are mostly in the 85 and early 90 years. They have put the quality of children's products in the first place, not the price.

The younger the family, the more democratic the spending decision, the greater the proportion of baby spending.

They are willing to pay higher prices for children's garments of high quality and comfort.

At present, the leading position in the field of sports children's wear is 360 degrees, and the children's clothing products in the fourth quarter of 2017 have reached double-digit figures.

According to its 2016 earnings report, the sales volume of children's clothing reached 651 million yuan during the reporting period, up 10.6% from the same period last year, accounting for 12.9% of the total revenue.

Lining's current children's clothing business line revenue revenue of about 2-3 billion, compared to 31.1 degrees, Lining still has much room for growth.

Lining chose to start from the two or three line city and take the "rural encircling the city" route.

According to the big data given by Ali in 2015, the parents of the two or three and four tier cities are most active in the second child. Entering the two or three line cities can guarantee the tonality of the brand and guarantee the capacity of the market.

There are two waves of domestic sports brand influx into children's clothing market. The first wave was in 2008 -2010, when Anta, 361 degrees, XTEP and Lining entered the Bureau, and the scene was once chaotic.

According to the "sports big business", there were three kinds of business models for sports children's clothing: the self operated mode represented by Anta and 361 degrees; the foreign joint venture represented by back-to-back foreign capital and the third party authorized by Lining as the representative.

However, soon after entering the children's clothing business, Lining was at the most difficult time.

Between 2010 and 2012, Li Ning Co's sales fell and its share price plummeted. In the first 4 months of March, the share price fell to HK $3.88 from HK $9.74 per share in -7 months.

Not only is children's clothing, but the whole line of business is catching up with Anta, PEAK and PEAK.

In 2015, Lining slowed down and began to recover.

At present, the movement of children's clothing in the domestic market is shared by several brands and has not yet formed a single brand.

Self made children's clothing brand relative performance is better than the other two modes.

Therefore, after a series of reforms, Lining entered the children's clothing market again, and there are still some opportunities.

Analysts at UBS believe that Lining's re entry into children's clothing is not a difficult task in the face of constant improvement in performance and re recognition of consumers. A slight adjustment will result in a broader customer base.

In addition to the children's wear market, Lining bought the professional dance brand Danskin at the end of last year and looked at the women's sports market.

Once a brother in China's sports industry has to catch up, but his opponent Anta has been earning billions of dollars every year, and it needs more efforts.

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