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Li Ning, a leading domestic clothing brand with a strong presence in the sportswear industry, has long been recognized for its high international standards. As a top-tier sports brand, Li Ning has consistently maintained its position as an industry leader. Despite being impacted by the financial crisis, the company still managed to show growth in overall performance. Parkland Empire, another prominent name in children's wear, is known for its professional expertise and deep understanding of the children's clothing market. With over a decade of experience in this sector, Parkland has become one of the most respected names in the industry.
In the first quarter of 2010, Li Ning and Parkland collaborated to launch Li Ning Kids, marking a significant milestone in the children’s apparel industry. This partnership was seen as one of the most eye-catching events of that year. Many believe that the children's industry will be one of the most profitable sectors in the coming decades, driven by the large consumer base and growing demand for child-focused products. The collaboration between Li Ning and Parkland, therefore, was not just timely but also strategically sound.
Patrick Crane, Vice President of Marketing at Li Ning, described the cooperation as similar to a marriage, emphasizing that both parties shared a mutual vision. As a leading sports brand, Li Ning brings extensive expertise in sports, while Parkland has built a solid foundation in the children's clothing market. Their combined strengths have created a powerful synergy, accelerating the development of Li Ning Kids.
Since the announcement of the children's line, many retailers and franchisees expressed interest in carrying the brand. Even traditional sports brand dealers showed enthusiasm, indicating a broad potential for distribution. Mall and Sports City managers also reached out to explore partnership opportunities. According to Lv Zhiyong, the market channels for Li Ning Kids will be more extensive than ever before, offering more options than other children's brands.
When it comes to children's sports wear, safety and comfort are paramount. Lv Zhiyong emphasized that the design of children's sportswear must consider their developmental needs, such as proper arch support and body proportion. Unlike athletes who wear sportswear only during training, children wear it daily, making breathability and quick-drying features essential. In addition, sports shoes need to balance flexibility with protection. While many parents prioritize soft soles, the key is to ensure that the shoes are firm enough to protect children from injuries during play.
Li Ning Kids has invested heavily in research and development, focusing on sports protection and child-friendly designs. The brand has even brought in a Japanese director as a design consultant, ensuring that the product line continues to evolve and stand out. As Lv Zhiyong said, "Li Ning Kids will be more relatable than foreign brands, as we're designing clothes for the children around us."
With the launch of the first batch of stores in over 20 cities across China, Li Ning Kids is set to expand its market presence significantly. It aims to enter areas that other children's brands may not have explored, particularly in the field of professional sports wear for kids. Looking ahead, Lv Zhiyong remains confident: "Li Ning's position in the Chinese sports market is well-established. Li Ning Kids is our vision for the future." With its slogan, "Everything is Possible," Li Ning Kids is ready to make its mark on the global stage, embodying the spirit of the Chinese dream.