Parkland children's wear repeatedly exposed substandard cooperation brand Kappa Kids prospects worrying

On June 5, 2012, Mr. Chen Yihong, Chairman of the Board of Directors and CEO of China Dongxiang (Group) Co., Ltd., and Mr. Luo Jianfan, President of Parklane Co., Ltd. of Beijing jointly initiated the signing of the Kappa Kids button.

Parkland has repeatedly been found to have failed the product

According to reports, the Shenzhen Market Supervision Administration recently conducted a selective inspection of Shenzhen children's clothing products. After testing, 43 batches of products are only Peikelandi Boy BMX round neck color matching short-sleeved T-shirt (LTWE035303 pyrotechnic red 130/60 120/56 140/64 produced by Beijing Pikelandi limited liability company. Sample) First grade) pH is unqualified; baby clothing (80/48 90/52 100/56 1210113071 90/52 is the first-class sample for backup) produced by Shanghai Baokang Baby & Child Products Co., Ltd. Degree, pH is not qualified.

For the unqualified products detected during the sampling inspection, the Shenzhen Market Supervision Administration stated that because infants and young children can easily suck clothes, harmful molecules and heavy metal ions in the dyes may fade due to the fading of dyes. In vivo, thus causing harm to the health of infants and children. The pH value is an indicator of the safety of textiles. The pH value of the human skin surface is weakly acidic. If the pH value exceeds the standard, the surface of the human body will be damaged to prevent the disease, and it will easily cause inflammation such as itching of the skin.

In addition, the comparative test results of baby clothing published by the Beijing Consumers Association recently showed that the sample color fastness index of the Parkland brand No./Product No. LPTE095601 manufactured and sold by Peikelandi Co., Ltd. of Beijing did not meet the requirements of the national standard.

Children's clothing "poison" lurking the entire industry chain

In terms of buying clothes for children, many parents are not afraid of spending money, but they are afraid to spend money on unqualified products because the problem of children's clothing is really too great.

Liu Liangyu of the Children's Rescue Committee of the Chinese Social Work Association pointed out that "children's diseases have occurred, and inferior children's products have accounted for more than 5%, especially in children's wear and infants' clothing. The excessive formaldehyde has become the biggest killer, and environmental protection products have not been used. Some children's clothing that goes to the market contains toxic substances and poses a great threat to children's health."

The AQSIQ revealed that the state spends a lot of money every year on supervising and checking the quality of children's wear. Unfortunately, there are a large number of unqualified products in the annual sampling results.

Li Ning Announces Three-year Strategic Cooperation in Parklant

According to public information, Parklant also worked with Li Ning for three years. However, Li Ning announced at the beginning of the year that it would end the strategic cooperation with Parkland in cooperation with children's wear products, and will exclusively authorize the children's wear brand to a company in Tianjin in the next decade.

For the three-year cooperation period, Li Ning has replaced its partners. Li Peng, director of the new business development project department of Li Ning, explained that “the cooperation with Parkland did not meet the performance expectations because of the difference in management awareness between the two companies.” He also pointed out that “Pikelandi is an independent company. Our management intentions cannot be implemented."

Bosideng exits the field of children's wear

However, just as a large number of ready-made garment companies have poured into the field of children's wear, Bosideng, a down apparel company involved in the children's wear industry last year, decided to withdraw. In order to reduce the dependence on down apparel, Bosideng has actively expanded its children's clothing business in recent years and hopes to become a multi-brand operator. However, Bosideng Company adjusted its business structure in March this year and withdrew from some of the smaller non-down businesses, including the sale of children's clothing business for only one year.

Bosideng Company did not give any explanation for the reasons for exiting the children's wear market. However, from the data, it can be seen that the children's clothing sales in the first half of last year amounted to 48 million yuan, accounting for only 2% of the Group's turnover during the period. "The reason for Bosideng to give up is very difficult to guess. Perhaps it is the choice of the direction of the group's business. It may be that the outlook for the children's wear industry is not optimistic enough," said Meng Meng, an apparel industry analyst and a manager of management strategy.

Kappa teamed up with Parklane to enter the fashion sports children's wear industry

On June 5th, Kappa China and Parklandi held a signing and new product launching conference in Beijing on the theme “Soul Color So Fun”. This marks the official debut of Kappa Kids, a fashion sports children's wear brand that was first created by the two brands. At the meeting, Mr. Chen Yihong, chairman and CEO of China Dongxiang (Group) Co., Ltd., and Mr. Luo Jianfan, president of Beijing Parkland Co., Ltd. jointly launched the Kappa Kids signing button, thereby announcing the birth of the Kappa Kids fashion sportswear brand.

In recent years, children's wear has been recognized as the last profitable "cake" in the fashion industry. The children's wear market has always been relatively small in the apparel industry, but the children's wear market is gradually rising under the objective conditions such as the “baby boom”, the third childbirth peak, and the gradual adoption of the “after 80s” childbirth. Perhaps Kappa's advancement into the children's wear industry is precisely the development of the children's wear market, and it will launch a brand strategy for children's wear. However, Kappa China has repeatedly chosen this time to be strategically collaborated with Parkland, a children's wear brand with unsatisfactory blast quality. Whether its product quality and market prospects are optimistic is yet to be verified.

China's children's wear market is still unknown

According to statistics, there are about 400 million children aged 0-16 in China, of which children aged 0-10 years account for about 80% of the total. The current domestic consumer demand for children's wear is about 2.3 billion per year. Therefore, some people say that China's children's wear market is like a child-like bright smile and is facing the sunrise.

In short, with the shift of social spending power to the next generation, the popularity of China's children's wear market will undoubtedly continue for a long period of time. At the same time, international children's wear brands and local children's wear brands, professional children's wear brands and ready-to-wear children's wear brands compete in this field. It will also be more intense. Faced with many opportunities and challenges, the children's wear brand, which has a long way to go in the development process, still needs to increase investment in brand building and strive to cultivate children's clothing brands recognized by consumers in a short period of time.