Smiling Curves, Laughing And Fighting: Children's Clothing Industry: Stride Towards The Trillions Club

There are 380 million children in China.

For the Zhili Town, Wuxing District, Huzhou, Zhejiang, the best era is coming.

Walking in this small town in Northern Zhejiang, the 98% of children's clothing in China is from here.

Zhili children's clothing is a typical representative of Zhejiang's lump economy. However, the children's clothing economy, which starts with "light and small", occupies a large layout while low level of industry, weak innovation ability, lack of planning guidance, and slow pformation and upgrading.

Nowadays, the reality of children's clothing enterprises is: 300 million children in China.

Under the "forced effect", the children's clothing in Zhili began to pform and upgrade.

"About 20000000000 Yuan of children's clothing sales revenue, 30% of the domestic market share, 98% of the domestic market coverage, Zhili is a real Chinese children's clothing town.

In the face of the trend of pformation and upgrading, we are in the process of making a change and moving to "big business, big brand, big market".

Shi Genbao, Secretary of the District Committee of Wuxing District of Huzhou, is full of ambition.

Speaking of the Chinese children's wear market, Zhang Lianzhong, vice president of the Zhejiang clothing association's children's wear branch and the president of Zhili children's wear Association, strongly valued it, but also worried about it.

He said that children's clothing market has great potential for growth, but its output accounts for only about 10% of the total clothing output of the country.

Such a large market space makes some foreign brands want to share a slice of the cake.

Reporters learned from some shopping malls in China that Adidas and Nike had launched children's clothing series at the beginning of the new century to seize the market of sports children's wear.

Recently, some international luxury brands, such as GiorgioArmani and D&G, have introduced children's clothing to seize the market of high-grade luxury children's clothing. The price of these luxury children's clothing is very expensive, thousands of yuan or even thousands of dollars.

However, in the mainland market, there are few brands of children's clothing that can compete with the best foreign brands at the same level.

However, in the face of the strong entry of powerful brands, the children's clothing enterprises in Zhili have shown a high attitude of preparation.

Nowadays, Tong Wang Garments Co., Ltd. started from 6 sewing machines in 1996. Today, the leading enterprises in China have experienced the ups and down of children's clothing industry.

Pu Xinquan, chairman of the board of directors, believes that after China's accession to the WTO, the economic pattern of children's clothing has undergone tremendous changes. The invasion of foreign brands is a stinging effect on local enterprises, and it encourages more enterprises to have a look at the world.

Zhang Lianzhong agreed with this view. He said: "after decades of development, the government's support for clothing enterprises has never stopped. Small businesses must grow into a big tree in the government's infancy, and their self brand is essential.

Foreign brand invasion is also a kind of spur to local enterprises. By virtue of this wind, enterprises can see clearly the core competitiveness of foreign brands and use their brands to match them.

"Facing the pressure of foreign brands, the development mode of Zhili children's clothing relying mainly on quantity expansion is obviously outdated. Transformation and upgrading is the practical need to solve the current development of children's clothing industry in Zhili, and the only way out." big enterprises, big brands and big markets "are the direction of pformation and upgrading of Zhili children's clothing.

Shi Genbao concluded.

Under the guidance of the government, the children's clothing enterprises in Zhili began to pay close attention to the "Smiling Curve": in the entire industrial chain, only the enterprises at the two sides of the upstream (R & D) and downstream (Marketing), the added value of their creation will be high.

To understand the true meaning of the curve, children's clothing enterprises in weaving began to benefit from both ends.

Pu Xinquan told reporters that after several years of struggling in the children's wear market, the company became more aware of the vitality of its own design. In 2001, the company went out of weaving and set up a branch in Shanghai, which integrates design, production and sales.

"R & D design funds account for 3%~5% of total sales, and cooperation with textile colleges and universities is also a new idea for our pformation."

"If imitation plagiarism still allows children's clothing enterprises to make a profit in the early stage of the industry, with the arrival of the era of children's clothing brand consumption, the domestic children's clothing enterprises are more likely to face the fate of being eliminated.

At present, the development and design of children's clothing products in China is more of a reference and combination.

Large enterprises learn from the design of children's clothing in Europe, the United States, Korea, Japan and China. Small and medium enterprises are mostly looking at the new products of large enterprises.

Shi Genbao believes that with the competition as a platform, Wuxing district will further build a bridge and channel for industrial clusters and design talents, and explore a strategic platform for pformation and upgrading from manufacturing to creative industries.

In addition, a strategic reserve of talents will be established to provide the clothing industry with practical actions to expand and enhance the brand of children's clothing, and also to inject fresh vitality into the industrial clusters to be pformed.

"In November 19, 2010, in the Zhili Chinese children's wear Town, 160 South Korea's most famous children's wear brands entered into the group and opened a Korean brand children's clothing area with an area of 13660 square meters.

For us, this is an opportunity to walk on two legs. "

Zhang Xiaoping, chairman of the Xia Shi Clothing Co., Ltd., told reporters that Xia Shi was originally a middle and low end domestic sales company, and saw more and more foreign brands entering China.

Zhang Xiaoping's idea represents the pformation of the children's clothing in Zhili.

It is reported that since 2008, Zhili children's clothing has begun to move towards the middle and high-end market while consolidating the domestic and low-end market.

In order to make the products of Zhili children's clothing ring, the Zhili town plans to take five years to take the four major strategies of "science and technology, branding, scale and export", to make Zhili into an advanced manufacturing center for children's wear, a research and Development Center for children's fashion, a children's clothing brand gathering center, a national children's wear sales center and children's clothing display and information distribution center.

In addition, we must cultivate 100 leading enterprises, 100 children's wear industry leaders, 100 municipal level brands, 100 export earning enterprises, and a new processing market that sells more than 10 billion yuan.

Shi Genbao admitted: for a large number of weaving children's clothing enterprises, is now in the middle of the smile curve.

To change this situation, we must dare to invest, innovate boldly, increase investment in brands, increase investment in R & D and marketing, and only change.

"Weaving children's clothing + weaving weaving" mode has developed into a "weaving brand + national processing" mode, and even become a "weaving children's clothing + global manufacturing" mode, in order to gain the initiative and be proud of it.