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Baby steps for major European childcare shops in China
By Zhang Yi |
March 19, 2009, Thursday
|
Print Edition
Print Edition
BABY1ONE, one of the largest one-stop baby and childcare product retailers in the world, has recently opened two stores in Shanghai's suburban Nanhui District and the Nanfang Shopping Center in Minhang District.
A grand party was held to celebrate the store opening at the Super Brand Mall in Pudong. Chinese celebrities Guan Yue and Ji Xueping, who have both given birth recently, attended the party to share their experiences in dressing and caring for their babies. A fashion show displayed the latest trends in children's clothing.
Covering more than 3,000 square meters, the Baby1One store in Nanhui offers a complete range of products from rubber teats to clothing, from baby strollers to child car seats, and from toys to furniture. All products are categorized for different ages.
In the parent and children center, moms are encouraged to design products themselves. They will be rewarded if their designs are approved and used by Baby1One. The store also features baby washrooms, nursing room and game zones.
"The Chinese pregnancy and baby industry is still in its infancy but faces a huge, fast-growing market," says Lu Qiang, general manager of Baby1One in China. "There was not a single store in the market providing this sort of comprehensive range of high-quality baby and infant products before the opening of Baby1One."
Lu is also known as the man behind the Foxtown outlets. Opened in 2002 in Shanghai, this was the first European-style outlet in China. In five years, Lu has helped open four more Foxtown outlets in China.
He is equally confident about the future of Baby1One in China. "For example, according to EU regulations, any child under a certain age or weight must to be seated in a child car seat," he says. "As the number of private cars has been increasing rapidly in China, more and more car owners will start to be concerned about their children's safety in cars."
Baby1One child car seats have been approved by the Economic Commission for Europe and Allgemeiner Deutscher Automobil Club. The store also offers products that are not easily found in China, such as the protective coverings for desk legs and ovens.
According to Lu, Baby1One, which was founded in Germany, will open other stores in Beijing, Guangzhou in Guangdong Province, Chengdu in Sichuan Province and Xi'an in Shaanxi Province and plans to open up to 20 stores every year.
As well as direct sales, it will also launch online and catalogue selling. "We aim to develop into a premium brand for baby and childcare products and to become the market leader in China," he says.
Address: 2-26, C Zone, 2437 Renmin Rd E., Huinan Town, Nanhui District; 4/F, Nanfang Shopping Center, 7388 Humin Rd, Minhang District
Tel: 4008-851-586
A grand party was held to celebrate the store opening at the Super Brand Mall in Pudong. Chinese celebrities Guan Yue and Ji Xueping, who have both given birth recently, attended the party to share their experiences in dressing and caring for their babies. A fashion show displayed the latest trends in children's clothing.
Covering more than 3,000 square meters, the Baby1One store in Nanhui offers a complete range of products from rubber teats to clothing, from baby strollers to child car seats, and from toys to furniture. All products are categorized for different ages.
In the parent and children center, moms are encouraged to design products themselves. They will be rewarded if their designs are approved and used by Baby1One. The store also features baby washrooms, nursing room and game zones.
"The Chinese pregnancy and baby industry is still in its infancy but faces a huge, fast-growing market," says Lu Qiang, general manager of Baby1One in China. "There was not a single store in the market providing this sort of comprehensive range of high-quality baby and infant products before the opening of Baby1One."
Lu is also known as the man behind the Foxtown outlets. Opened in 2002 in Shanghai, this was the first European-style outlet in China. In five years, Lu has helped open four more Foxtown outlets in China.
He is equally confident about the future of Baby1One in China. "For example, according to EU regulations, any child under a certain age or weight must to be seated in a child car seat," he says. "As the number of private cars has been increasing rapidly in China, more and more car owners will start to be concerned about their children's safety in cars."
Baby1One child car seats have been approved by the Economic Commission for Europe and Allgemeiner Deutscher Automobil Club. The store also offers products that are not easily found in China, such as the protective coverings for desk legs and ovens.
According to Lu, Baby1One, which was founded in Germany, will open other stores in Beijing, Guangzhou in Guangdong Province, Chengdu in Sichuan Province and Xi'an in Shaanxi Province and plans to open up to 20 stores every year.
As well as direct sales, it will also launch online and catalogue selling. "We aim to develop into a premium brand for baby and childcare products and to become the market leader in China," he says.
Address: 2-26, C Zone, 2437 Renmin Rd E., Huinan Town, Nanhui District; 4/F, Nanfang Shopping Center, 7388 Humin Rd, Minhang District
Tel: 4008-851-586
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