Balade Brings Its Child Brand COCTREE: Using CHIC to Realize "Childhood Dreams"
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July 22, 2025
Zhou Zhihong, the Corporate Manager of Bai Lide, shared insights on brand expansion and market strategy. He mentioned that any brand development eventually reaches a point where it needs to expand. From Balide to COCTREE, the transition was not drastic, but it targeted a market with low saturation and significant growth potential. The key was leveraging the experience and resources accumulated from Balide to create a synergistic effect—1+1 greater than 2. Entering the children's market proved to be a smart move, delivering a multiplier effect.
He also discussed Bai Lide’s participation in CHIC, starting in March 2001. Early exhibitions were more successful, possibly due to the northern focus of CHIC’s professional audience. This helped Bai Lide expand into the northern market. At this particular exhibition, the main goal was to promote the sub-brand COCTREE, which specializes in children's clothing. As one of the first brands in China to enter this space, COCTREE is currently leading the market and has maintained a growth rate of over 50% annually.
Zhou emphasized that the children's market is still largely untapped across the country. With a franchise and virtual business model, the primary objective at CHIC was to attract more franchisees.
Regarding the strategic shift from adult to children's wear, Zhou said that brand expansion is natural. The move into the juvenile market was driven by the opportunity for growth and the ability to apply existing knowledge and resources effectively.
In terms of the broader economic outlook, Zhou believed the Chinese economy will recover, but the real rise of Chinese brands requires sustained effort. He warned that the next decade would bring many challenges, and companies must stay focused and resilient.
On inflation and capital operations, he noted that the apparel industry is facing supply-demand imbalances. Inflation could speed up the reshuffling process, benefiting strong players but making things harder for those needing time to adjust. He also highlighted that capital plays a crucial role in scaling up, especially in fast-moving casual wear. Companies without capital support might have to focus on niche markets, while those aiming for growth need to embrace capital operations.
Overall, Bai Lide continues to adapt and grow with a long-term vision and a solid approach to market challenges.