"Little fish, big ocean" (confident little fish, colorful sea) is Pablo III's brand culture declaration. It not only inspires children to be like confident and optimistic "little fish", but also to be fearless of difficulties, persistent, enterprising and confident in the ever-changing "sea"; It also educates children about the beauty in life-abandoning the established standards, developing individuality, being confident, optimistic and positive, living independently, and perfection coming from self-confidence.
Parklandi Co., Ltd. was founded in 1994, and it is a Sino-foreign joint venture invested by the United States, Taiwan Province and China to produce and sell children's clothing products. Paclandic's name is composed of the harmony of the Pacific Ocean and the Atlantic Ocean. The deep overseas background and management experience of the company's founders ensure that Paclandic brand has a unique international, urbanized and new generation design style and a scientific management model that is synchronized with the international market. Since its establishment, Paikelandi Company has maintained an amazing growth rate of more than 6% every year, becoming the most dazzling new star in the children's clothing industry in China. The company's three children's wear brands: Parkland children's wear, BABAY ME baby wear and Garfield high-end children's wear have always been in the forefront of children's wear industry sales. In 23 and 24, it won the first place in the national share for two consecutive years.
Paikelandi is a professional children's wear and children's products company founded by international investment and cooperation. Founded in 1994, when the children's wear industry in China was still in its infancy, the company witnessed the 1-year development history of domestic children's wear brands from scratch and from weak to strong. Through the continuous efforts of all employees of the company, Parkland has become one of the most famous and appealing children's wear brands in the domestic children's wear market, ranking among the best in the industry, and its products are sold well in nearly 2 cities across the country and have entered the international market.
behind the rapid development is the support of strong product strength; Behind the best-selling is the consumer's recognition of Parker Landy series products. Paikelandi Company adopts the virtual production mechanism highly praised by world-class brands, makes full use of Chinese mainland's world-famous clothing production capacity, and cooperates with a large number of excellent domestic processors and suppliers to establish three major supply and production bases in Beijing-Tianjin-Tanggu, Yangtze River Delta and Pearl River Delta. In 21, the company passed the international quality certification of ISO91 and applied it to all aspects of products. Advanced scientific management, high quality awareness, strong technical team and strict quality system ensure that Parkland products have the highest quality level for a long time, which is deeply loved by consumers and recognized by the market.
our short-term goal is to further expand market share and develop multi-brand strategy in an all-round way. Our medium-term goal is to become the best and most competitive children's wear company in China and develop into the international market. Our long-term goal is to expand the product strategy to all aspects of children's products.
Company name: Parkland Co., Ltd.
Comprehensive score: 122.511
Revenue in 26 (RMB 1,) 28,
Average revenue growth rate in three years? 52.75%
enterprise leading 4.944
system leading 4.647
industry leading 4.743
enterprise innovation 4.722
growth 5.111
Comments:
The most famous and appealing children's wear brand in the domestic children's wear market ranks among the best in the industry. In the fast-growing children's wear market in China, Parkland has shown a strong potential for industry integration.
the founding partner of Zeng Yufeng Valley Investment (China) Co., Ltd.
The beautiful baby of Paikelandi
Luo Jianfan is very cautious about what kind of investors he will open to the hard-working Paikelandi
Wen/our reporter Qi Fei
Luo Jianfan has a photo of his daughter in his office. The father who has sold children's clothes for more than ten years occasionally makes himself 7 years old.
Beijing Paikelandi Co., Ltd., established in 1994, was founded by two brothers, Luo Jianfan and Luo Jiefan, specializing in children's wear with their own brands. From 23 to 26, "Paikelandi" has been the first brand in the children's wear market in China, and the company's revenue in 26 reached 28 million yuan.
Luo Jianfan entered the clothing industry by accident. Before, Luo Jiefan, the second brother, ran a small children's clothing store. It is said that the reason was that his son could not buy suitable clothes after his birth, so he simply opened a children's clothing store.
Compared with other peers, Paelandi is different in that there is no workshop. The company is only responsible for product design and sales, and all the clothes are produced by other factories. Luo Jianfan believes: "If you are a factory, the investment will definitely be relatively large. We were not in the clothing industry before, and our specialties should be outside the industry, such as enterprise management and brand management. "
At that time, the domestic children's wear industry was still in the initial stage in terms of design and production, and the whole industry was in a state of only trademarks and no brands. Luo Jianfan tended to make middle and high-grade brand children's wear. Today, Parkland owns four brands, namely, middle and high-grade children's wear "Parkland", baby clothing "BabyMe", American brand "Garfield" as an agent, and mid-range brand "Coffee Bean" as an exclusive cooperation with Wal-Mart. In terms of sales volume, "Parkland" accounts for 5%, while "BabyMe" and "Garfield" account for about 2% respectively.
at first, Luo Jianfan promoted the brand "Paikelandi" in the form of a specialty store, but after a period of operation, he realized that it was difficult to establish a brand image only by selling in his own specialty store, and to gain more space, he had to enter the mainstream channel of clothing sales-shopping malls. In 1995, when he learned that there was a children's wear store for rent in Huawei Building, Xidan, Beijing, Luo Jianfan made a decisive move and rented a store with an area of more than 3 square meters, which was called "a big landscape of children's wear stores in Beijing" in that year. In the next few years, you can find Paikelandi's counters from Beijing's most upscale International Trade Center and Lufthansa Mall to ordinary shopping malls. Pacelandi, who has established a high-end brand image, has gradually gained a foothold in Beijing.
around p>1997, the domestic children's wear industry began to have a brand marketing boom after the products became more and more abundant, and Paelandi, who was one step ahead, began to reap brand benefits at this time. At this time, some provincial capital cities like Zhengzhou, Taiyuan and Xi 'an in the north began to have dealers take the initiative to find Paikelandi and ask to join the chain. Entering Shanghai in 2 and Shenzhen in 23, Parkland gradually completed the layout of the whole country.
Since 25, Luo Jianfan has often received phone calls from some friends. The general content of the phone calls is, "Friends of friends are very optimistic about Paikelandi and hope that the two sides can establish in-depth cooperation." Luo Jianfan later learned that "friends of friends" are mostly representatives of venture capital, and the so-called "in-depth cooperation" is mainly at the capital level. "We are still in the evaluation stage. After all,' getting married' is just this once." Luo Jianfan is very cautious about financing. "Of course, the initiative is on our side."
Paclandi's leading way
Keywords: the leading way of brand core competitiveness As a leader of leading enterprises in the industry, one of his important characteristics is his foresight and accurate judgment on the changes of enterprise environment and the development of industry situation, and he can lead the growth of enterprises at the height of the industry.
Jian Luo high flyers, who is from the Department of Radio and Electronics in Tsinghua University, graduated from the Department of Physics of Adelphi University in the United States, and worked as a senior software system analyst of I.C.I. Company on Wall Street in New York. After returning to China in 1994, he chose to do children's wear business. When he was making children's clothes, Luo Jianfan was under great pressure. His father didn't support him, and his classmates laughed at him. Luo Jianfan always insisted on his choice. "There is no business that we can't do, as long as you can do your best in this industry."
He named the company PacLantic, which is the chorus of Pacific and Atlantic. The well-designed enterprise name reflects Luo Jianfan's lofty aspirations. In Luo Jianfan's view, "there is not much difference between being a clothing enterprise and being an IT enterprise. It is only a matter of time before a layman becomes proficient ..." Luo Jianfan's understanding of the brand has pointed out the direction for the development of the enterprise.
"In 1994, the clothing market was still in the seller's market, which was particularly easy to do. Only profiteers and vendors made clothing, and there was no concept of clothing industry at all. At that time, the domestic children's wear industry was still in its infancy in terms of design, and the whole industry was in a state of only trademarks without brands, so it was much easier to start a brand." What Luo Jianfan wants to do is high-grade brand children's wear.
It is this sense of being ahead of the times that enabled Pawlandi to seize the opportunity at the initial stage. A few years later, when others started to make brands, Parkland had already enjoyed the brand benefits. In 1999, Parkland successfully entered the top ten in the national market.
In brand management, Luo Jianfan has his own unique views. He believes that the key to brand management lies in terminal management, not advertising as people think. "We prefer to build brand awareness of communication companies by serving our own distribution channels. Because these channel members are oriented to local consumer groups and customers, they have also become the most direct marketing weapons for company brands and products. "
With the improvement of enterprise brand management ability, Luo Jianfan began to further integrate channel resources and fully implement multi-brand strategy. In 21, they cooperated with the American C.A.N Company to introduce the American fashion baby brand "babyme", which received a warm response when it was put into the market. By 22, garfield, a long-awaited world-famous cartoon image, officially landed in China Mainland. "Garfield" is a well-known children's wear brand that has attracted worldwide attention, and it has very strict requirements for its partners. It is understood that Garfield Company, which is responsible for the brand promotion, has 25 organizations and 55 manufacturers all over the world, and its products are distributed in 111 countries and regions around the world. Its main partners are many famous multinational groups such as sony, McDonald's and Pizza Hut. Parker Landy was selected as the sole partner of China for its international operation, excellent performance and brand management ability.
For these three brands, Parkland has made different positioning and given different brand cultural connotations: the middle and high-end brand "Parkland", confident little fish, colorful sea and the concept of "health, technology and fashion" make children grow up happily, healthily and confidently; Personalized fashion baby brand "Beimeiyi", healthy care for the baby, health achievements in the future; Garfield, a fashionable and high-end international children's wear brand, is exciting, extreme to life and cool forever.
today, the three brands go hand in hand, and their products sell well in more than 1 cities and 5 retail terminals in China, such as Beijing, Shanghai and Shenzhen, and have entered the international children's wear market such as Russia.
Virtual production
Different from other domestic children's wear enterprises, Parkland is an "industrial enterprise without a factory". The company is only responsible for procurement, design and sales, and all products are handed over to other factories for OEM production. This is the virtual production mechanism advocated by world-class brands such as Nike in the United States and Adidas in Germany.
In p>27, it was possible to buy children's wear of Paikelandi series at a discounted price. At the end of 26, Paikelandi Company implemented the Internet strategy.
Online purchase of children's wear at VIP price
How to obtain VIP user qualification:
The online shopping mall of Aigoubaobei, an e-commerce platform under Paikelandi Group, was launched! As long as you register as a VIP user of the platform, you can enjoy 2% discount on new products and 2% discount on daily specials.
The process of obtaining VIP user qualification is as follows:
Green Fast Track: Click to enter /member/register.jsp? No=518918 Register and become a VIP user directly.
Normal method:
Step 1: Open the online shopping mall/,an e-commerce platform under Parkland Group, and click the "Register" button
Step 2: Read the registration instructions carefully, and choose "Agree" after no objection to proceed to the next step
Step 3: Fill in your registered user information according to the normal method and enter the authentication code of six agents.
step 4: after successful registration, you can see the identity authentication of [VIP user] and browse the products, and you can see that the column of "My price" is "VIP price".
special note: the famous brands of Parkland Group include Parkland children's wear, Garfield's "I'm cool" series and Beimeiyi fashion baby products. Parkland's products all take the high-end route, and the new products in the ground shop are not discounted; As an extended new market of Parkland Group on the Internet, Aigou Baby Online Shopping Mall has put forward extremely favorable policy support, bringing real benefits to online shopping consumers!
suitable age for children: -16 years old.