[Celebrity Story] Interview with ROOKIE Managing Director Yongxing Dongrun Managing Director Chen Qiang

The world's children's wear giant HADDAD was established in New York in the United States in 1940. It is a family-owned company with more than 60 years of experience in apparel and accessories operations. It is the world's leading brand of children's wear: Nike, Jordan, NIKE ACTION, Nike licensed team sports, Levi's , Converse, Might Mao, etc. In 2012, HADDAD's ROOKIE children's wear brand integrated store officially entered China, and jointly established Yongxing Dongrun (China) Clothing Co., Ltd., a joint venture between Hong Kong Yonglian Company and Chinese listed company Fengzhu Textile Co., Ltd., to operate the authorized brands NIKE KIDS, NIKE ACTION, CONVERSE, JORDAN et al. explored the Chinese children's wear market. On October 17, ROOKIE Launched Asian Brand Launching Ceremony was held in Shanghai. The magazine conducted an exclusive interview with Chen Qiang, managing director of ROOKIE brand Yongxing Dongrun.

Q: It is reported that the first "ROOKIE" franchise was opened in 2008 and established the operation model of the children's brand integrated shop. It was established in the United States, Australia, Mexico, Indonesia, South Africa, the Middle East, South America and other countries and regions. The flagship store is now based on what kind of strategy?

Qiang Chen: ROOKIE plans to open 500 integrated stores worldwide by 2015. In the expansion blueprint of the ROOKIE brand, it will target Asia to continue its efforts. ROOKIE landed in Asia with China as the first stop. In September, the first Asian brand image store opened in Beijing. In October in Shanghai, Tianjin, Chongqing, Jiangsu, Nanjing, Guangdong, Fujian, Hangzhou, Hong Kong and other places will all be flagships. Stores, shopping malls, and department store stores enter the market. In the future, ROOKIE will provide more choices of well-known brands and provide interactive platforms and facilities, making ROOKIE the first brand in the global children's wear market.

Q: According to the development situation of ROOKIE, what do you think is the greatest advantage of success?

Mr. Chen: ROOKIE's parent company has unparalleled advantages as a global children's clothing expert, chooses children's wear partners among important strategic retail partners, cooperation responsibilities, and sustainability. Its strong supply chain, distribution channels, and tannin experts , investment resources, etc. can not be underestimated. ROOKIE's global children's wear brand integration model combines many brand resource advantages. The professional channel operation ability creates a children's clothing brand integrated aircraft carrier.

Q: In the Chinese children's clothing market, where the integration of international first-line children's brands into an integrated children's shopping mall, ROOKIE, will change the Chinese children's wear market.

Qiang Chen: At present, China's children's wear market can be basically divided into professional sports (represented by NIKE, ADIDAS), campus aristocrats (Korea Emotional Love), and cartoon brands (multi-brand competition). The casual fashion on the market will be ours. The main attack market. "Street culture" is drifting across the ocean and is influencing the fashionable young people. In a way closer to real life, ROOKIE, which allows more consumers to experience the positive energy of free youth and unique self-personality, is also bringing this fashion trend to the world of children's wear. In the ROOKIE store, you can see any kind of costumes that any child wants, whether it is casual style, sports trend, or fashion, we hope to provide a space for young children to freely choose their favorite youth.

Q: For ROOKIE, which has just entered the Chinese market, what kind of customer group will it use for expansion?

Chen Qiang: "China's Sixth Population Census Report" pointed out that the population aged 0-14 accounted for about 280 million people in the entire Chinese population, and among the young people in this post-2000 or even 10 years, the population aged 4-14 years old. Occupy 1.9 billion of them. The common characteristics of this group of "Future Generations" are self-confidence, self-challenging and full of hope for the future. At the same time, they are the largest group that dominates fashion trends and consumption in the next 10 years. They are the target groups we have locked in and ROOKIE entered China. Market expansion goals. (Source: Shanghai Apparel Monthly)