Shenzhen Children'S Wear Industry Survey: Over 60% Enterprises Run Hard

Chu Jian (a pseudonym) strode into a shop near the roadside and asked for a bottle of frozen "Red Bull". He drank it with all his strength and then gave a long sigh of relief. He has just come out from the negotiation room of a large shopping mall, and the mall is about to launch a super promotion campaign. He talked with the mall for nearly two hours. Finally, the discounts for settlement and discord broke out. Promotion The final conclusion is that he can take part in the activity according to the relevant conditions put forward by the shopping mall, or automatically withdraw the cabinet within two months.

It has never occurred to him that he thought it was so difficult for him to maintain a good relationship with the personnel in the market. Why did the negotiations become so tough that the attitude of the mall side became so tough and resolute? In recent years, the retail industry in Shenzhen has undergone tremendous changes, and the activities of the shopping mall have been in waves one after another, and the promotion efforts have been doubled.

According to incomplete statistics, the number of children in Shenzhen is estimated to exceed 100. Children's wear industry Behind the scenes, the survival situation of Shenzhen's children enterprises is worrying. Over 60% businesses are making a living in difficulties. A person who has long been engaged in children's wear sales in Shenzhen is telling the author.

Survey 1: over 60% enterprise Hard operation

"At the beginning, when we chose to invest in this industry, we never considered that the market became so confusing. The subjective consciousness that the market representation imposed on us made a mistake. It is concluded that children's clothing is not cheap at present, and hundreds of millions of dollars are easily seen. However, the company has been operating for over a year, and the backlog of inventory is increasing. The larger the warehouse area is, the more the cash flow is lagging behind, and all the work is in a passive position. A boss of a children's clothing enterprise in Shenzhen told the writer helplessly.

Shenzhen children's clothing industry originated in 95 or 96 years, and developed in 1998-2003 years. At that time, it was still in the seller's market. As long as there was a product and then found a stall, it could earn money every day, but it didn't last long. After five years of high-speed running, Shenzhen children's clothing industry will now enter another spanformation period. Because of this basic background, Shenzhen children's clothing industry is bound to usher in a major reshuffle. Perseverance is success, lasting perseverance is exclamation, on the other hand, it also reflects some business operators' mentality of winning luck in the market. In the autumn of 2008, a brand of children's clothing in Shenzhen persisted after seven years and left behind more thoughts in the industry.

Another boy in Shenzhen who has just started the sale of children's wear is analyzed to listen to me: in Shenzhen, he is the first echelon of leaders, such as JOJO, ugly, Xiao Feng long, Ke Ke, Qing Guo Guo, who have better management level and product image. They are already deeply rooted in the market. Most other brands are in the two or three tier, and their business is not optimistic.

Survey two: Product homogenization Lack of competitiveness

"We will only introduce appropriate brand names for children's clothing in Shenzhen." In late December 2009, Liu Nu Shi in Shenyang took the relevant information of a children's clothing brand in Shenzhen and went to the shopping mall to discuss with him. This is the first sentence that the other party threw to her. Miss Liu looked puzzled. She really couldn't understand what the other person was saying.

Coincidentally, a client of my company has encountered similar problems in a commercial and commercial building in Nanjing.

In early April of this year, when I was on a business trip in Dalian, I talked with a friend of the general manager of a shopping mall. He spoke straight through the reasons. The children's clothing in Shenzhen is indeed very fashionable and bright, but the homogenization of the products is relatively serious.

"When China's economy is experiencing negative growth around the world, it can still maintain strong growth. We are very optimistic about China's economy and the development of children's clothing industry in China, but the design of children's wear brands in China is far behind the development of China's economy, and Mo Yan is in line with international standards." This is the voice from Zhou Yanwen, the director of ROOKIKIDS children's wear brand project.

The overall level of children's clothing industry in Shenzhen is not high. Its biggest worry is "similarity", lacking enough independent design ideas and language, and not enough attention has been paid to the overall and consistency of product development strategies.