"Little Fish" Parklane: Recreation in Non-mainstream

“The year of harvest is in the future.” Luo Jianfan is always tepid and smiling. On this day, Parkland was selected by the China Entrepreneur Magazine as the "Star of the Future - the most growth emerging company in 2007. But his tone is not easy. "Each bumper harvest will make the next day more troublesome. ”

His "little fish" Paklandi has been swimming for 13 years, and his annual sales have already passed 100 million yuan. However, he is still in no hurry to let it quickly become a big fish.

Parklandi cautiously cruising in an industry, will never jump out of this industry, but this little fish is always swimming in the front, seemingly non-mainstream.

Interestingly, it always takes a long time for the sneaked mainstream to close the rhythm of this small fish.

No factory "bag company"

In 1994, when Luo Jianfan, who was an IT employee, returned to China, he discovered that his brother Luo Jiefan had opened a children's clothing store. This shop is operating export domestic trade goods, these cost-effective foreign children's clothing popular with consumers.

Not long afterwards, "Randid Children's World" opened three stores. In 1995, Luo Jianfan went to the United States to prepare to move his family back to China.

He still remembers his brother's phone call. There is a 300-square-meter store located in Warwick Building, Xidan. Should we rent it to open a new store?

Concerned about the turbulent surge, "a big shop, just one year's rent, almost used most of the income." Luo Jianfan's first reaction was hesitation.

However, he soon began to carefully review past business ideas and analysed the situation of the entire market without any data support: the children's apparel industry is a collection of self-employed individuals and is a seller's market, and the results of the analysis give him a feeling of confidence.

After deciding to rent a new store, Luo Jianfan further thought that in this seller's market, there was actually no suitable brand for consumers to choose.

Luo Jianfan was surprised. Life in the United States has made him commonplace in buying a brand of products that are not supported in China, especially in the children's wear industry.

Another reason for directly creating the children's wear brand "Pikelandi" is that after the sales of foreign trade goods that were exported to the domestic market, it was difficult to obtain guarantees for the quantity of products. The products were also different from each other, and the style was difficult to continue.

Luo Jianfan, who has done IT, has completely changed his identity. He is determined to enter the children's wear industry. A cartoon fish is designated as the brand logo of the company.