Chinese childrenswear brand Balabala has invested in a new Product Lifecycle Management (PLM) solution to help drive product innovation and competitive growth.

Founded by Semir Group in 2002, Balabala is an international children's wear brand specialising in clothing, shoes, and accessories for children aged 0-16. Today, there are almost 5,000 Balabala stores and counters in 31 provinces, cities and districts in China.

Faced with changing consumption patterns and demographics in the Chinese market, Balabala requires "acute digital insights" into consumer behaviour and popular trends so as to accelerate its product R&D and respond accordingly.

The company, which says implementing a kidswear PLM and a lifestyle PLM solution is key to its digital strategy, has selected Centric Software's PLM solution. 

"Today, Balabala is a clothing company. However, with changes in the market, we will become a lifestyle company in the future," says Zhong Deda, general manager of Balabala's business division. "As such, product revamps will be our most important strategy in the next one to three years, and this is where PLM plays a vital role.

"With Centric PLM in place, we aim to differentiate production, development and sales for various product lines, create a robust product framework that caters to the needs of multiple categories, channels and global markets and standardise business processes that enable the management and transfer of technology and culture."