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On March 26th, the 20th China International Clothing & Accessories Expo was held in Beijing. At the Children's Wear Exhibition of the Expo, the reporter saw that Parkland and Kappa appeared in one booth at the same time. The previous partner, Li Ning, was not seen. Now.
Also during the expo, on March 29th, Li Zhining Industrial Park was held in the “Zhi Qingfeng·Winning Future Li Ning Children's Brand Authorized Press Conferenceâ€. It was learned from the press conference that the Li Ning Group will exclusively license the Li Ning brand to Tianjin Cat Cat Products Co., Ltd. within the next 10 years.
At the press conference, Li Ning children's wear not only released a brand new brand, a new management team, but also announced the development plan for the next 5-10 years. This move shows to the society the determination of the Li Ning brand in the field of children's sports.
This also shows that Li Ning and Parklane's three-year "marriage" has come to an end.
It is reported that in 2010, Li Ning and Parkland partnered to expand the children's wear market. Since the cooperation, Li Ning children's wear has helped Parkland's strong children's wear design ability and channel expansion ability, from scratch, from weak to strong, and has now ranked third in sports children's wear.
Nan Peng, general manager of Li Ning Investment Co., Ltd. stated, “Since 2010 Li-Ning Group started to engage in children's wear, Li Ning not only provided a lot of quality products for the market, but also accumulated rich experience in the field of children's clothing. Today, Li Ning children's clothing will start new. The new image promises to provide the community with the best quality children sports products."
In fact, over the past few years, Li Ning has been revisiting the deployment of combat power in the field of adult sports. After a simple classification of sports events, the market has been planned. Focusing on the products of producers, evolution has begun to focus on fine details. Consumer groups - Consumer-centric. Entering the children's wear field is one of the strategic directions.
As early as 2001 and 2002, Nike and Adidas launched children's wear products in China. The Li Ning Group paid attention to it, but thought that this market had not yet reached the ideal scale.
Providing a business solution to a problem with a potentially huge but difficult market can often lead to postponement.
At present, there are more than 300 million children under 14 in China, of which about 100 million are in cities. As China has entered the peak period of childbirth since 2005, the future children population may also double. However, this market is still in its infancy for a long time.
"There are fewer brands that can name names, even if it is the top three leading brands, the market share has not exceeded 5%." Nan Peng told reporters.
This is undoubtedly the opportunity of Li Ning. As a result, Li Ning launched the children's wear line in a timely manner in 2010.
"In 2010, the market gradually showed a full demand, and at the same time, let us have the time to fully prepare before the real competition comes." Nan Peng said.
Authorized wide cat
This time, Tianjin Wide Cat & Children Products Co., Ltd. authorized by Li Ning Group was established in May 2011. It is a company specialized in R&D, design, production and sale of children's products invested by Li Ning Group. Li Ning will be one of the shareholders of the cat. From January 1, 2013
The wide cat will exclusively operate Li Ning children's clothing series products, including clothing, shoes, accessories and other categories of children's products.
“Big cats and cats will independently manage the children's products business under the management of the Li-Ning Group and start new businesses with entrepreneurial methods. While guaranteeing flexibility in the management of the company’s initiatives, it will be standardized by Li Ning’s management. Become one of the leading brands in China's children's wear industry." Nan Peng said.
By considering various aspects such as cost, risk, and resources, Li Ning finally chose to authorize the operation of this less risky business model. Wide cats have the right to design, produce, and sell Li Ning's children's wear collections. Their sales and franchise income are included in the financial statements of cats. Li Ning has the right to conduct checks and audits on all cat-related business activities and collect brand licensing fees.
"Li Ning's children's wear and adult wear are located in the same geographic market and have a great influence on each other. Therefore, we are also strict on the safety of our customers." Nan Peng said. Active management is to ensure that new products meet the brand image, but also an innovation of the licensing model.
According to him, in the next 5 to 10 years, Li Ning children's clothing will "focus on the safety and health of children's sports", provide sports products for children 5-12 years old, so that children have a safer and safer sports environment.
"Products will be truly consumer-oriented. Starting from the needs of parents and children, we will not only provide sports products, but will innovate more in the children's wear field, inspire children's sports enthusiasm, protect children's sports, and provide better children's education." Sports experience.†said Chen Xin, general manager of Tianjin Cat Kitty Children Products Co., Ltd.
Li Ning 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, etc.; sports life series will focus on the production of child safety basic products, will be suitable for extracurricular activities, Play and other daily activities; and set R & D, design, production, sales as one of the business model will effectively ensure the quality of the product.
The new Li Ning children's wear logo in addition to using Li Ning's own logo, the colorful full of childlike KIDS words also show Li Ning children's wear cute, full of childlike product characteristics.
Share Li Ning resources
"In the future, Li Ning Group will take the children sports market business as a key development direction in the future and will support it from professional resources, management resources, and equipment and hardware." Nan Peng told reporters.
In the near future, Li Ning Group will provide professional design guidance to Li Ning children's clothing, and will fully open the design creativity and R&D to children's clothing. This means that Li Ning children's wear not only can get professional guidance from the Li Ning brand, but also share the professional and technical resources with the Li Ning brand in the first time. Some patents for high-tech R&D resources and Li Ning brand will soon be applied to children's wear. This will promote the overall professional quality of Li Ning Sportswear.
Li Ning children's wear will also share sports stars with the Li Ning Group in competition resources. At the same time, Li Ning Central City flagship store, channel customer resources and administrative resources are also open to sharing in children's clothing.
As an international leading sports brand, Li Ning has strict quality standards and testing standards. These strict standards will also apply to children's wear products. Each product of Li Ning Children's Wear will follow these standards. Through strict management, Li Ning Children's Wear will provide top quality products.
In addition, Li Ning sales management standards, service standards, modern logistics system will also import Li Ning children's clothing.
"Li Ning children's clothing will start from the consumer itself, taking into account the consumer's feelings in all aspects. While satisfying children's physical growth and personal preferences, but also meet the parents' purchasing needs." Chen Xin said that Li Ning children's clothing has been ready to go, In the future, we will produce professional, innovative, safe and comfortable products for our children.
For the development of the children's wear industry in the future, everyone has a consensus. In the next decade, children's wear will surely usher in a golden decade of rapid development. However, there is also a consensus that as a children's wear brand, this is an opportunity that can be accumulated and accumulated. It is difficult to seize this opportunity without deep accumulation.
In 2012, the competition in the children's wear market in China will become even more brutal. Who can get a piece of the cake? Only the market will eventually give an answer. Faced with unfamiliar industries, Li Ning is no exception in the face of new consumer groups, and everything will start from scratch.
Nan Peng also frankly stated, "We have no successful experience to learn from. What we can do is to find out problems and then try to solve them."
Also during the expo, on March 29th, Li Zhining Industrial Park was held in the “Zhi Qingfeng·Winning Future Li Ning Children's Brand Authorized Press Conferenceâ€. It was learned from the press conference that the Li Ning Group will exclusively license the Li Ning brand to Tianjin Cat Cat Products Co., Ltd. within the next 10 years.
At the press conference, Li Ning children's wear not only released a brand new brand, a new management team, but also announced the development plan for the next 5-10 years. This move shows to the society the determination of the Li Ning brand in the field of children's sports.
This also shows that Li Ning and Parklane's three-year "marriage" has come to an end.
It is reported that in 2010, Li Ning and Parkland partnered to expand the children's wear market. Since the cooperation, Li Ning children's wear has helped Parkland's strong children's wear design ability and channel expansion ability, from scratch, from weak to strong, and has now ranked third in sports children's wear.
Nan Peng, general manager of Li Ning Investment Co., Ltd. stated, “Since 2010 Li-Ning Group started to engage in children's wear, Li Ning not only provided a lot of quality products for the market, but also accumulated rich experience in the field of children's clothing. Today, Li Ning children's clothing will start new. The new image promises to provide the community with the best quality children sports products."
In fact, over the past few years, Li Ning has been revisiting the deployment of combat power in the field of adult sports. After a simple classification of sports events, the market has been planned. Focusing on the products of producers, evolution has begun to focus on fine details. Consumer groups - Consumer-centric. Entering the children's wear field is one of the strategic directions.
As early as 2001 and 2002, Nike and Adidas launched children's wear products in China. The Li Ning Group paid attention to it, but thought that this market had not yet reached the ideal scale.
Providing a business solution to a problem with a potentially huge but difficult market can often lead to postponement.
At present, there are more than 300 million children under 14 in China, of which about 100 million are in cities. As China has entered the peak period of childbirth since 2005, the future children population may also double. However, this market is still in its infancy for a long time.
"There are fewer brands that can name names, even if it is the top three leading brands, the market share has not exceeded 5%." Nan Peng told reporters.
This is undoubtedly the opportunity of Li Ning. As a result, Li Ning launched the children's wear line in a timely manner in 2010.
"In 2010, the market gradually showed a full demand, and at the same time, let us have the time to fully prepare before the real competition comes." Nan Peng said.
Authorized wide cat
This time, Tianjin Wide Cat & Children Products Co., Ltd. authorized by Li Ning Group was established in May 2011. It is a company specialized in R&D, design, production and sale of children's products invested by Li Ning Group. Li Ning will be one of the shareholders of the cat. From January 1, 2013
The wide cat will exclusively operate Li Ning children's clothing series products, including clothing, shoes, accessories and other categories of children's products.
“Big cats and cats will independently manage the children's products business under the management of the Li-Ning Group and start new businesses with entrepreneurial methods. While guaranteeing flexibility in the management of the company’s initiatives, it will be standardized by Li Ning’s management. Become one of the leading brands in China's children's wear industry." Nan Peng said.
By considering various aspects such as cost, risk, and resources, Li Ning finally chose to authorize the operation of this less risky business model. Wide cats have the right to design, produce, and sell Li Ning's children's wear collections. Their sales and franchise income are included in the financial statements of cats. Li Ning has the right to conduct checks and audits on all cat-related business activities and collect brand licensing fees.
"Li Ning's children's wear and adult wear are located in the same geographic market and have a great influence on each other. Therefore, we are also strict on the safety of our customers." Nan Peng said. Active management is to ensure that new products meet the brand image, but also an innovation of the licensing model.
According to him, in the next 5 to 10 years, Li Ning children's clothing will "focus on the safety and health of children's sports", provide sports products for children 5-12 years old, so that children have a safer and safer sports environment.
"Products will be truly consumer-oriented. Starting from the needs of parents and children, we will not only provide sports products, but will innovate more in the children's wear field, inspire children's sports enthusiasm, protect children's sports, and provide better children's education." Sports experience.†said Chen Xin, general manager of Tianjin Cat Kitty Children Products Co., Ltd.
Li Ning 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, etc.; sports life series will focus on the production of child safety basic products, will be suitable for extracurricular activities, Play and other daily activities; and set R & D, design, production, sales as one of the business model will effectively ensure the quality of the product.
The new Li Ning children's wear logo in addition to using Li Ning's own logo, the colorful full of childlike KIDS words also show Li Ning children's wear cute, full of childlike product characteristics.
Share Li Ning resources
"In the future, Li Ning Group will take the children sports market business as a key development direction in the future and will support it from professional resources, management resources, and equipment and hardware." Nan Peng told reporters.
In the near future, Li Ning Group will provide professional design guidance to Li Ning children's clothing, and will fully open the design creativity and R&D to children's clothing. This means that Li Ning children's wear not only can get professional guidance from the Li Ning brand, but also share the professional and technical resources with the Li Ning brand in the first time. Some patents for high-tech R&D resources and Li Ning brand will soon be applied to children's wear. This will promote the overall professional quality of Li Ning Sportswear.
Li Ning children's wear will also share sports stars with the Li Ning Group in competition resources. At the same time, Li Ning Central City flagship store, channel customer resources and administrative resources are also open to sharing in children's clothing.
As an international leading sports brand, Li Ning has strict quality standards and testing standards. These strict standards will also apply to children's wear products. Each product of Li Ning Children's Wear will follow these standards. Through strict management, Li Ning Children's Wear will provide top quality products.
In addition, Li Ning sales management standards, service standards, modern logistics system will also import Li Ning children's clothing.
"Li Ning children's clothing will start from the consumer itself, taking into account the consumer's feelings in all aspects. While satisfying children's physical growth and personal preferences, but also meet the parents' purchasing needs." Chen Xin said that Li Ning children's clothing has been ready to go, In the future, we will produce professional, innovative, safe and comfortable products for our children.
For the development of the children's wear industry in the future, everyone has a consensus. In the next decade, children's wear will surely usher in a golden decade of rapid development. However, there is also a consensus that as a children's wear brand, this is an opportunity that can be accumulated and accumulated. It is difficult to seize this opportunity without deep accumulation.
In 2012, the competition in the children's wear market in China will become even more brutal. Who can get a piece of the cake? Only the market will eventually give an answer. Faced with unfamiliar industries, Li Ning is no exception in the face of new consumer groups, and everything will start from scratch.
Nan Peng also frankly stated, "We have no successful experience to learn from. What we can do is to find out problems and then try to solve them."
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