Bosideng Uses Capital to "Take a Cat" to Enter the Children's Wear Market

Liu Zhao, General Manager of Shanghai Lanboxing (left) and Gao Dekang (right), President of Bosideng Group, reached a cooperation agreement

"China's children's wear market 2009-2012 prospects report" has pointed out that "China is about to enter the fourth peak of childbirth." According to the relevant department estimates, in 2011, the number of domestic births of newborns will reach 20 million, and in 2008 This figure is 16 million people, indicating that a new fertility peak has arrived. At present, there are about 400 million children aged 0-16 in China.

"Baby boom" will surely bring about an explosion in the "baby economy". According to relevant data, since the year 2000, the growth rate of China's baby industry has reached 30%, and it has now become the largest consumer of baby products after the United States. In the entire baby industry, children's wear has always occupied an important share, and the future market potential is even more exciting for the industry. This has led to a large number of domestic and foreign companies have stared at the baby market, "staking their claims." The injection of the wind investment book has added to the complexity of the children's wear industry.

With intensified market competition and changes in consumer demand, the children's wear industry is facing a new round of industrial upgrading. In the new children's wear market, how should children's clothing companies cope?

Bosideng

Create a big cat style

People in the investment community pointed out that capital also needs to find new breakthroughs. Not only are they staring at high technology, they are also very concerned about the fashion industry, especially the apparel industry.

Relevant investigations show that many traditional industries fail to attract sufficient attention from capital. Therefore, the intervention cost is low and the risk is relatively small. Once the company expands through capital intervention, its return on investment will be much higher than that of high-tech industries. In the same cycle, the return rate of the traditional industry is about 40 times on average, while the high-tech companies are only 5-20 times.

The introduction of multiple positive information has made many entrepreneurs who have “stand still” change their minds to their desire for the children’s wear industry. In the face of the children's wear industry known as the “last piece of cake” in the domestic garment industry, more and more mainstream adult apparel and foreign brands have entered the market and launched children’s clothing products named after their own brands.

Gao Dekang, president of Bosideng Group, is far-sighted and has teamed up with Shanghai Lanboxing Children's Products Co., Ltd. to integrate the powerful brand influence of Bosideng Group in the minds of consumers and the outstanding operating experience of Shanghai Lambo Group in the children's wear industry for 12 years. Create a new leader in the children's wear industry.

Shanghai Lanboxing Children's Products Co., Ltd. has 12 years of experience in the national children's wear brand operation and 20 years of professional children's wear production experience. The company owns four well-known children's wear brands, including China's top ten children's clothing brands, including Jingle Cat. The product line covers seasonal clothing and related children's products for children aged 2 to 16.

“Since last December, we have been in frequent contact with the Bosideng Group. We have frankly exchanged views and reached a lot of consensus, accelerating the pace of cooperation. In this cooperation, Bosideng has adopted a mode of equity acquisition for our company and has now basically completed restructuring. This model is still the first one in the industry, said Huang Wanyou, deputy general manager of Shanghai Lanboxing Children's Products Co., Ltd.

Today, the competition in the children's wear market has gradually expanded from product competition, price competition, and marketing competition to product technology research and development competition, brand culture competition, and service competition among enterprises. “For the “jingle cat”, the current market The shuffle is intensifying. This is both a challenge and an opportunity.” Huang Wanyou thinks.

Regarding the essential meaning of the word “opportunity” mentioned, Huang Wanyou explained that the advent of the capital era is a catalyst for the children’s wear industry. Analysts believe that the domestic clothing industry has developed rapidly, and in particular the development of branded apparel has achieved amazing results. Performance, it is inevitable that the capital is concerned.

"Although we do not have a direct listing, we also participate in the listing system through mergers and acquisitions of listed companies." Huang Wanyou revealed that Fun Capital has its own unique "way". Backed by the powerful Bosideng Group, Lamborghing is more than capable in the capital market. This is even more akin to the strong rise of the cat brand, bringing with it a powerful impetus.

In 2011, with Bosideng's increased investment in the “Dingtango”, the brand received stronger support. "Dangdang Cat" will join hands with professional children's media such as CCTV Children's Channel to set off a new round of climax for the "Dingdang Cat" brand. At the same time, Jingle Cat is also preparing to launch on various influential TV stations, local stations, etc., and quickly expand the leading edge of the “jingle cat” in the children's clothing market.

In-depth analysis of the deep-rooted reasons behind the cooperation between Bosideng and Lamborghini makes it easy for us to discover the advantages of this cooperation model.

On the one hand, today, big companies have made "advantages" in the children's wear industry, and they have made plans for advancement. Anta, 361 Degrees, Meters Bonwe and others have begun to expand to the children's wear field. However, the children's wear market is different from the adult wear market. Its demand for product quality is extremely high. Consumers have a high degree of concern for safety. It does not mean that in the children's wear market, they can still enjoy the good performance. .

On the other hand, precisely because of the specificity of the children's wear industry, if a large company wants to succeed in this market, it will inevitably need to use “outside the brain” to introduce a professional operation and management team, exert each other's advantages and achieve strong alliances.

Through the operations of the professional children's clothing operations team, large companies can import their corresponding market resources, a complete supply chain system, and a strict quality control system into the children's wear brand, while professional children's clothing operators can achieve brand promotion, terminal construction and other aspects. Faced with the market more effectively, thus reflecting their respective advantages in the community, it is bound to detonate the accelerating growth of children's wear brands. "The significance of this model lies in complementing each other's strengths, avoiding weaknesses, and achieving multiplication effects." Huang Wanyou said.

Test water new model

Deepen the spirit of children's wear entertainment

Although the children's wear market is developing in full swing, there is a common problem that the brand core value positioning is the same. Most brands make a fuss about the concepts of health, fashion and leisure. There is no brand that can start with the children's psychological characteristics and age characteristics, design and develop products from the direction of fun and entertainment, and make "the most interesting children's clothing."

“Chen Ding Cat” discovered this market gap and made its own characteristics in the field of entertainment and culture. This precisely captured the lifeline of children’s clothing consumption. Therefore, unlike purely pursuing brand awareness, “Chen Ding Cat” pays more attention to the introduction of brand culture in brand promotion. The company has always attached importance to the brand culture at all retail terminals. Through books, television and short films on containers, gifts, brand stories, etc., it has created a unique brand culture atmosphere so that consumers can feel the cultural atmosphere of the brand while shopping. Therefore, the sales terminal of "Dangdang Cat" is extremely personal.

The jingle cat's entertainment spirit is not only reflected in the product, but also penetrated in its sales model.

In the children's wear market, the big store operation model is quietly rising. This "big shop" similar to the children's products supermarket includes shampoos, shower gels, soaps, milk powder, baby bottles, baby carriages and other consumer products related to children. Create a comprehensive, one-stop shopping platform. In this platform, not only will children's clothing products of their own brand be sold, but also other brands of products will be sold.

Experts in the evaluation of this model believe that although this large store model is advanced, but the current form of "children's goods supermarket" has two fatal weaknesses. First, the supermarket has a huge consumer network and monopolizes the consumer goods market. The large stores built by children’s wear brands are relatively small in scale and have limited products. They are incomparable with supermarkets. Supermarkets can accommodate more brands and cover more levels of product lines, which is difficult to achieve in large children's clothing stores. Therefore, in the retail market, the "big shop model" for children's products is at a disadvantage in competition with supermarkets, and it is difficult to compete with them. Secondly, management departments now have very high requirements for the quality control of children's products. If a certain product in a large store fails, the negative impact will affect the entire store's products. Therefore, this large store puts considerable demands on brand selection. There are relatively high risks.