When The Brand Has Been Subdivided, The Traditional Survival Mode Of Children'S Clothing Industry Needs To Be Changed.

Recently,

Carefully organized members of the business owners went to Hangzhou, Shanghai and other places famous children's clothing city, children's wear brand enterprises on-site visits, walked into the Eighth China International Animation Festival activities.

It has increased the bosses' knowledge and made them feel the pressure.

"Domestic

At present, it is still in its initial stage. If we can not grasp the opportunity and seize the position, the children's clothing enterprises in Quanzhou will lose the market in the future, and a bankrupt children's clothing enterprise is difficult to make a comeback anyway.

Huang Qingmiao, executive vice president of Shishi children's wear chamber of Commerce and chairman of small leather chairman, said.

The traditional survival mode needs to be changed.

The industry has told reporters that at present, domestic children's clothing production bases are mainly Guangdong Foshan, Zhejiang Hangzhou, Hubei Wuhan, Fujian Quanzhou.

Among them, there are only more than 4000 children's clothing enterprises in Zhejiang, and there are thousands of children's clothing enterprises in Quanzhou.

In this year's CHIC (Beijing Clothing Fair), the reporter saw that the children's wear hall has been subdivided into 7 plates, and children's wear brands across the country are rushing to grab market share.

When children's clothing was excavated as the last piece of cake in the clothing industry, it carried too much expectation and attracted thousands of brands to flock in.

"When the category begins to subdivide, the competition of this category has begun to heat up."

This is

A consensus within.

Huang Qingmiao said that with the escalating competition in children's clothing industry, especially adult clothing brands and sports brands with strong financial strength in the field of children's clothing, the competition of China's children's wear industry has reached a white hot. "Although Quanzhou children's clothing enterprises have ten or twenty years of industry experience, most of them still stay in the traditional survival mode of wholesale and external orders. If they do not pform, they will inevitably be eliminated in the future, and even the whole children's clothing industry in Quanzhou will have a survival crisis."

Embrace development more competitive

Yao Tong, Secretary General of Shishi children's wear industry association, said: "in order to pform the children's clothing enterprises in Quanzhou, we must build their own brands and characteristics on the basis of quality, and we should also subdivide the children's age suitable for the products."

And Huang Qingmiao thinks, draw lessons from Zhejiang and Guangdong children's clothing enterprises, "children's clothing enterprises in Quanzhou can only be more competitive."

Huang Qing Miao analysis shows that although Quanzhou children's wear enterprises have a large number of experience and sufficient experience, the single enterprise's financial strength is not enough, and the competition funds of their individual enterprises are not enough, and the competitors they face are the companies that do not worry about money. In addition, with the reality of Quanzhou, under the leadership of the government, children's clothing enterprises can even form children's shoes industry associations with larger scale to build children's goods cities in Quanzhou with children's shoes, bags, toys and other industries.

Of course, a very important point is, "the government should strengthen the quality supervision of children's clothing enterprises, do not have good quality brand operation, will only take up stones to hit their feet."

Huang Qingmiao said.

It is understood that the current foreign mature children's clothing business model is around a group of industries, from production to marketing a series of operations, such as Disney, its creation, film and television, children's Park, all types of subsidiaries, and even magazines and other brand licensing agencies, large groups of its industrial chain control ability is very strong.

Animation marketing is booming

In addition to Baotuan development, the children's clothing enterprises in Quanzhou inspected the domestic advanced children's clothing enterprises such as Barbara and today's children's clothing, and found that animation marketing is also a shortcut to the pformation of enterprises.

"Compared with traditional marketing methods, animation marketing aims directly at children, the target consumers are more explicit, and compared with simple advertising, the cost of animation marketing is lower, and the promotion effect is better."

Shi Zheng, Secretary General of Quanzhou textile and clothing association, said directly.

In the near future, Quanzhou's famous children's clothing brand, which is produced by a large amount of playful leather goods, is the 104 set of large-scale fun play animated masterpiece, "the fairy tale of little plaything", which will be shown in CCTV and children's channel of some provinces and cities.

As early as a year ago, the new brand of Quanzhou children's wear, big brother, also set up the franchise system of "big brother family fashion hall" according to the actual situation and resource advantages, and entered the field of animation industry operation.

However, some people in the industry have warned that blindly following the trend has certain risks. Before children's clothing enterprises intervene in the animation industry, they must first have a suitable business mode and profit making way before they can achieve effective results.