2010 China Children'S Clothing Industry Observation: Children'S Clothing Cluster'S Glimpse

Foshan -- an innovative industrial site

In the area of 5 square kilometers in Foshan, there are more than 2000 children's clothing manufacturers and supporting enterprises, 70 thousand children in the children's wear industry and 170 million children's garments.

Foshan children's wear is mainly woven and leisure, most of the mid-range products, the market share is relatively stable, brand loyalty is high, which is directly related to the impact of Foshan children's regional brand, and occupies an absolute advantage in the domestic two or three tier market.

There are many excellent children's clothes coming out of Foshan, such as Kerr Fetter, funny, odd, dolls, baby, B, Qi, and small squares, which represent a number of children's wear brands, which have considerable brand influence in the high-end market at home and abroad, and have become the backbone of the regional brand of Foshan children's wear.

In addition to strengthening brand building, the upgrading of industrial clusters is also an important link.

Peng Binxiang, Secretary General of Guangzhou Foshan children's clothing association and Secretary General of China's children's wear design competition, told the reporter that Foshan children's clothing has taken three measures in industrial upgrading: first, the center for children's clothing innovation has already cooperated with famous clothing design software and marketing management system software vendors such as "costume masters" and "Xun Er" to better promote brand upgrading and industrial upgrading.

Secondly, the government invested industrial supporting agency, Foshan city Chancheng district children's clothing innovation center and six clothing professional colleges and universities, signed an industry university research cooperation agreement, set up an innovative and creative fashion resource platform, converged the resources of fashion resources and creative industries, and incubated the research achievements of various R & D institutions, pforming them into productive forces and becoming the driving force of the market.

In addition, the association has done a lot in terms of personnel training, industry promotion and brand cultivation.

Weaving Lane -- speed up market share

It is understood that there are 5812 children's clothing enterprises in Zhili children's wear group, with 414 registered trademarks.

Weaving children's clothing products are mainly cowboy, leisure, sports and other woven fabric products, the main domestic low-end market, the mainstream price of 50~200 yuan; most companies use agents to sell products in the wholesale market of major cities in the country.

Today's child king is an excellent brand coming out of weaving. Shanghai today's children's Clothing Co., Ltd. is the first group to enter the children's wear science and Technology Park, and also one of the large children's clothing enterprises in Zhili.

Today's brand is also a famous brand in the two tier market. When it comes to the enterprises in the industrial cluster, its brand leader thinks that the advantage of the industrial cluster lies in the complete industrial chain, and the cost advantage is bigger than that in the industrial cluster.

"While consolidating the domestic and low-end markets, Zhili has taken the steps of pformation and upgrading to the middle and high-end market."

Wang Ying, member of the Party committee of Zhili Town, Wuxing District, Huzhou, Zhejiang, said that Zhili town has created a public service platform for the operation center of children's clothing science and technology innovation center.

Among them, design center, testing center, training center, exhibition center and information center provide all kinds of special technical services for children's clothing enterprises.

These measures have effectively promoted the pformation of weaving children's clothing enterprises from imitation type to independent research and development type, from OEM, miscellaneous and unlicensed to private brand, and promoted brand improvement.

It is understood that Zhili children's clothing is mainly sold to all major wholesale markets in the country. The main objective is to consolidate the domestic and low-end markets, and aim at the two or three tier cities in China, especially those in the central and western cities and towns, which have greatly increased the income of residents due to the "western development".

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Phoenix Lane -- both inside and outside the market

In order to make the children's clothing special industry bigger and stronger, Shishi Feng Li, Fujian, put forward the goal of "gathering industrial advantages and singing famous town brands" to guide children's clothing enterprises to strengthen marketing and research and development.

In recent years, children's clothing enterprises in Fung Li area have stepped up the technological pformation step by step in various ways, improving the technological process and improving the production efficiency.

Many enterprises have invested heavily in importing advanced machine tools such as cutting and sewing machines to install the latest popular drawing and design software for children's clothing, so as to realize the informatization and automatic management of children's clothing enterprises.

A large number of children's clothing brands, such as wild leopards, seven colored clouds and small brothers, have emerged in the whole country.

At present, the dependence on children's clothing reaches more than 50%. Many countries and regions in the world, especially the Middle East, Europe and America, Southeast Asia and other international purchasers, regard Shishi Phoenix as a designated purchasing city.

It is understood that at present, Feng Li street is planning to implement two major projects: first, create a brand street of Feng Li foreign trade children's wear brand, make full use of the store in the first phase pformation project of the town road, introduce the famous children's clothing brand in and around the province, and build a brand research and Development Center for children's clothing on the basis of the strong production capacity of the children's clothing industrial base, promote the technological innovation of the local children's clothing brand; two, combine the children's clothing enterprises and establish the Feng Li children's wear Association, and take the association as the support, combine the children's clothing base promotion, children's wear new product research and development, market trade and industrial upgrading, so as to promote the sustained and healthy development of children's wear industry.

Comment:

Each cluster of clothing industry has its own characteristics, but most of them are mainly processing enterprises, and the wholesale route is mainly based on the two level market and the export market.

They are often not the leading enterprises and well-known brands, but the potential strength of children's clothing brands, or children's clothing enterprises who are walking on the road of children's wear brands.

But the advantage is that the enterprises in the cluster do not need access construction, while saving costs, they also strengthen the control capability of the sales terminals.

Of course, clusters need to optimize the allocation of resources, create more favorable living conditions for garment enterprises, promote the upgrading and upgrading of industries, and form a more characteristic and competitive industrial gathering base. This is the way of development.

Expert advice

Children's clothing industry is becoming full and full.

"At present, the children's clothing industry in China has a market scale of 100 billion yuan, and has 5 billion production scale. It owns a number of industrial clusters in Zhili, Quanzhou, Foshan and Anyang, and has a batch of more mature market brands, a group of children's clothing enterprises with great potential for development."

Liu Jia, Secretary General of the China clothing association children's wear Specialized Committee, said that the children's clothing industry will complete an industrial upgrading in the next three to five years, and the children's clothing industry will be more solid and full. A group of excellent children's clothing enterprises will stand out.

Liu Jia believes that at the time of brand upgrading and pformation, brand formation echelon mode, international brand "invasion", market segmentation become inevitable, online shop's temptation and trap, sports plate is rapidly formed, capital will become the core of second competition, "focus" and "multi brand" right words, three or four line urban layout and regional linkage pattern formation, strengthen personnel training and nine prominent signs worthy of industry attention.

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The rapid formation of sports plates.

In the past two or three years, the most obvious change in the children's wear market is that it suddenly jumped out of a "sports plate", with international brand ADI and Nike taking the lead, and Chinese brand Anta, 31st degree and Lining followed up.

With the help of sportswear, a broad mass base and a good brand name, successful brand operation experience and market channel resources, as well as sportswear demand growth in children's clothing consumption, the sports sector is almost at the speed of thunder.

Perhaps in the future, there will be sports children's wear shops.

What is the next plate?

Perhaps adult clothing will form a school uniform team. Perhaps the baby products board represented by Li Ying Fang will grow rapidly.

Capital will be the second core of competition.

No matter the single brand development or the multi brand operation, the "money" should be inseparable from the leap of brand quality and the establishment of the market position within three to five years.

In the future, capital will even become the lifeline of enterprises and brands.

The "listing fever" that spreads in sportswear is not a corporate impulse. Instead, it relies on capital to break the stalemate, and the capital enterprises to integrate and the capital free enterprises to be integrated.

The market will not allow too many homogeneous brands in the long run.

The three or four line urban layout and regional linkage pattern are formed.

Like adult clothing, children's clothing industry will experience changes from the market to create brand to create the market.

If international brands will create new markets in the first tier cities, domestic brands will also create more nascent markets in the three or four tier cities.

Brand consumption will gradually become the mainstream mode of consumption in the three or four tier cities and even county and township markets.

The development of brand penetration into the lower market and inland areas will lead to the formation of the regional linkage pattern of children's wear industry.

In the inland provinces, more brand processing enterprises will emerge, while the production scale of coastal areas will gradually shrink, and the development of brand, design, research and development, service and other fields will accelerate.

Strengthening personnel training.

The problem of talent in children's clothing industry is more prominent than that of adults. The reason is that the children's clothing is not trained by schools, but is cultivated by the "loss" of enterprises.

Children's knowledge includes child psychology, parent psychology, child behavior, children's chromatic science, children's culture and so on, which is very different from that of adults and adults.

Training talents requires patience and capital, and also requires the heart and understanding of talents.

Retaining talents is a bigger problem.

Reporter's notes:

Children's clothing must be branded.

In the rapid development of children's clothing industry in recent years, the brand structure is taking shape, and the pformation of brands between the various echelons, or the new brands entering the echelon will become more difficult.

At the same time, as the real international brands slowly penetrate into the Chinese market, the era of children's clothing competition has arrived.

In the face of this huge domestic children's wear market, how should domestic brands catch the hearts of consumers?

We believe that first, we should accurately brand positioning from the perspective of deepening segmentation, and enhance brand quality, so as to ensure unbeaten competition in the increasingly standard and fierce competition.

In addition, it is to identify the target consumer group.

The positioning of consumer groups is very important, which is related to which channels your products are sold, and how they are better suited to their customers, so as to gain more market share.

Moreover, we can concentrate on energy and concentrate on a brand according to our actual situation, or we can put profitable eggs in different baskets, use different brand positioning, and gain market share from different market areas.