Bird Taro: Foster The Leading Brand Of Chinese Children's Wear

　　 In less than 3 years, " Que taro (MRBIRD) brand has opened more than 300 outlets in the country. Branding Lin Bo Qi, chairman of Dongguan Hui Mei Industrial Investment Co., Ltd., this is indeed a commendable transcript.

In 2005, Lin Bo Qi invested 10 million yuan to set up Dongguan Hui Mei Industrial Investment Co., Ltd. At the early stage of its establishment, the business scope of Hui Mei covers a wide range: industrial investment, property management, processing, production and marketing, clothing, computer embroidery, weaving and all other profitable industries.

With the development of garment performance, with the sedimentation of many years of garment technology and the integration of powerful industrial chains, "Spartan" completed the basic construction of the brand at the end of 2007. In adhering to the "dedicated, innovative" corporate culture and the commitment to green and fashionable children's clothing brand management concept, Hui Mei developed and created the first original brand "Spartan" brand, and opened up a variety of channels for its development success.

According to Lin Baiqi, " Que taro Children's clothing products are mainly divided into two series: fashion leisure (70%) and sports leisure (30%), mainly for needles and woven children's garments. The company's cotton t-shirts, windbreaker, sweaters, down garments, casual shorts, jeans, suspenders, skirts, hats, socks and other brand clothing can meet the 3~12 year old (100~160cm) children's personality needs.

In 2007, the first direct store terminal of "Spartan" children's clothing was officially opened in Confucius Temple Street, Nanjing, Jiangsu. Lin Baiqi said that relying on the experience of Hongkong Hui Mei Co., Ltd. for many years serving the world's top brand children's clothing enterprises, Hui Mei industry has continuously studied the international advanced management concept and invested a lot of money in product development and terminal sales.

Lin Baiqi said that the design of Spartan has created the space of simple and fashionable green children's clothing, and tried to avoid the convergence style of domestic children's clothing. Every year, the design ability of the 2000 surplus products is displayed in a simple, fashion, sport and leisure style. "We hope that with the design team led by top designers of children's clothing in Europe and America and Hongkong, we can integrate the elements of freedom, simplicity and fashion into the culture of the mainland of China and create healthy children's clothing that is integrated with international fashion but is close to Chinese children's lifestyle."

As the leading brand of children's clothing in China, which is most concerned about children's life and growth, Spartan takes natural health as the product foundation and takes care of children's healthy growth as the starting point, and advocates "Jane's lifestyle", so that children can get a simple but not simple fashion life experience. The annual sales volume surged from 30 million in 2008 to 150 million yuan last year. Single store sales ranked the forefront in the children's wear industry in the major shopping malls.

As the first original children's clothing brand of the company, in recent two years, "sparrow" has begun to take full advantage of the domestic market. From the professional point of view of brand building, the company tries to build the first brand of Chinese children's clothing through mining and integrating the advantages of the brand itself.

As of May 2010, Spartan children's clothing has opened more than 350 chain stores and shopping malls in 76 cities across the country, and has become a rising star in children's wear industry. In just over two years, we have completed a huge leap from 0 to more than 350 stores. According to Lin Baiqi, at present, the department store systems that are working with quatalo in the whole country include: Wangfujing department store, Baisheng department store, big business group, new world department store, Maoye department store, Tianhong Department store, Hai Ya department store, Tianhe general merchandise department, Chongqing department store, Pacific Department store, ocean department store, BBK department store, Shandong Liqun, Bei Guo Shang Cheng, etc.

At present, relying on the market effect of self created brand, Dongguan Hui Mei Industrial Investment Co., Ltd. has developed into an enterprise that integrates children's clothing product R & D, design, production, sales and ancillary services. On the basis of garment R & D and manufacturing, reverse integration of the industrial chain has established its own cotton mills, weaving mills, printing plants, embroidery plants, hangers, carton factories and other supporting enterprises. Today, the investment in fixed assets of Hui Mei company is more than 1 billion yuan, the total number of employees is over 10 thousand, and the modern Hui Mei Industrial Park with an area of more than 200 thousand square meters has been established in Dongguan. It can be said that the company has ranked among the most powerful children's clothing enterprises in China.

　　 Charm and shadow clothing: health is the eternal theme.

Dongguan City Chichi shadow Clothing Co., Ltd. is a clothing manufacturer producing antibacterial clothing series. It is located in the Chushan bamboo garden industrial zone. It is an antibacterial clothing company specializing in research and development, design, production and sales. According to Huang Yeqing, chairman of the company, the "charm shadow" clothing is designed to develop various kinds of antibacterial products, which are closely related to the public life, according to the accelerating pace of modern people's life, increasing air pollution and expanding various kinds of bacteria index.

According to Huang Yeqing, the concept of "Ganzhi shadow" is based on the "anti fungus" brand of "Ganzhi shadow". It aims to spread the concept of health, promote healthy clothing and create a healthy career.

At present, the company has its own Chinese herbal medicine planting base, first-class professional and technical personnel, advanced production equipment and strict management system and professional design elites, and with several domestic scientific research institutions, with leading technology development and design capabilities.

In just a few years, in addition to setting up a base for planting Chinese herbal medicine, the company has organized experts and scholars to do research and development. Huang Yeqing said that after 4 years of unremitting efforts, the Ganqi shadow has successfully developed the charm Lingzhi herbal herbal anti-bacterial underwear, and successfully passed the national authority's antibacterial testing, reaching the highest antibacterial grade AAA in China, and it also accords with the AATCC standard of the United States. "This is a great encouragement to the Chichi filmmakers, who use their wisdom and a grateful heart to repay the society." Huang Yeqing said.

　　 In Huang Yeqing's view, health is the eternal theme of the brand. In the next few years, the company will uphold the tenet of "create happiness at heart, always pay attention to health", produce healthy, simple and safe clothing, and fully explain the connotation of Ganzhi brand from the aspects of quality, design, marketing and service. Huang Yeqing is convinced that quality is the lifeblood of an enterprise. Design is the backbone of an enterprise. Marketing is the means to create high-end brand. Service is the extension of brand. Only by doing so, can we have a broader future.