ROOKIE takes "more fashion, more colorful, more life" as its product positioning, and combines sports, fashion and leisure with both aesthetics and practicality. ROOKIE's global chain of international brand children's clothing integrated stores brings together global first-line children's clothing brands such as NIKE, JORDAN, CONVERSE, LEVI ’s, and Hurley. The target consumer group is targeted at children and young people who lead the future fashion trend.