Li Ning children's wear brand market segmentation strategy

As we all know, Li Ning children's clothing brand is not the new face of the children's clothing market, as early as 2010, Li Ning and local children's clothing manufacturer Parkland Emperor launched a three-year cooperation, however, this is not a short period of cooperation did not meet Li Ning's performance expectations , May be the market segmentation Li Ning children's clothing brand problems. Li Ning children's clothing brand again this year, children's wear market, Li Ning not only chose a new partner, also brought a new brand appeal, but also aimed at the new Li Ning children's clothing brand market segmentation consumer market. At the 2012 China International Clothing & Accessories Fair, Children's Wear Museum is divided into eight special zones. Many people in the industry believe that children's wear market segment pattern has emerged. In March this year, Li Ning children's brand authorized press conference held in Beijing Li Ning Park. Conference, Li Ning Group announced in the next 10 years, Li Ning brand exclusive license to Tianjin wide cat children Products Co., Ltd., which is responsible for operating the full range of Li Ning's children's products. In my opinion, Li Ning, children's clothing market strategy is firmly grasp the "subdivision" word. The first is its product positioning. Sports brands involved in many areas of children's clothing, however, rarely highlight the functional demands of sports, to children's clothing positioning and research and development of the brand. Li Peng, director of the new business development project Nanpeng believes that the current children's wear design mainly to meet the parents of aesthetic and brand appeal, including the market share ranked first, the second adidas and NIKE, and Li Ning children's clothing is the focus of professional sports protection Appeal. Li Ning will be 5 to 12-year-old children are divided into two stages, 5 to 8 years old children, 8 to 12 years old as a big child, Li Ning, respectively, focused on the design of children's clothing to provide sports protection, and enhance athletic performance. To "professional", "sports" as different from other children's wear brand's core competitiveness. 5 to 12 years old is the most lively and active children, the fastest growing time, but also many of the dangers of casual age, Li Ning children's clothing to many years of sports experts, child protectors into the consumer's image, than the flagship brand, fashion Children's clothing brand may be able to win the recognition of parents. According to authoritative sources, the Li-Ning children's clothing to expand new channels, the main three or four line cities. Statistics show that at present, the pattern of China's children's wear market is roughly 50% of that of domestic and foreign brands, while only 30% of the 50% market share owned by domestic manufacturers owns the brand, respectively, in the second and third tier cities, 70% Brand status, distributed in the vast third and fourth tier cities. While the 50% market occupied by foreign brands is almost concentrated in first-tier cities. Shaoke Ke Qin, a senior marketing person in charge of children's wear, pointed out that with the accelerating pace of urbanization in our country, the market for third and fourth grade children's clothing will also show a good trend of development. Because when the primary market and secondary market brand richness, relatively speaking, the development potential of smaller. With the social and economic development and the emergence of new birth families in the third and fourth tier cities, the growth of local commercial and service consumption will surely be brought. As the market is in the infancy of brand introduction, there is ample room for its brand management to develop. In the second half of 2011, a number of children's wear brands, such as Disney, TomTina and Xtep Kids, have started to set their sights on the third and fourth tier cities. The first-line brands represented by adidas and NIKE are not without a shortage of this market. Their high price of children's wear, a dress easily three or four hundred, down jacket will have thousands of dollars, which low-income people in the 34 cities, it is difficult to be accepted by most consumers. Price, is the biggest obstacle to children's clothing brand channel sink. And Li Ning is to seize this temporary brand vacancies, with the intention of years of affinity and the public price into the vast hinterland of consumption, mining three or four line cities huge potential for consumption. Its legitimate marriage age, childbearing age "70", "80" after the brand awareness will help Li Ning children's clothing to open up the boundaries. Weak water three thousand, only take a scoop drink. This is the essence of market segmentation. Accurately grasp the fit between their own advantages and market demand, in order to win a piece of competition in the white-hot. Li Ning children's clothing rise, follow-up how, worth the wait.

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