The Small Rhinoceros Factory Is Besieged By Suppliers. Another Excellent Brand In Humen Town Will Fall Down?

Recently, the "little rhinoceros" factory has been shut down for a while, and has been besieged by suppliers and urged to pay related loans. This star children's clothing enterprise, which is the focus of external promotion in Humen Town, has worried the outside world about its business situation.

People have speculated that another good brand of Humen town will fall down?

Over the years, the town of Humen prospered with clothing as the strategy to create the clothing value that made the local people proud. Dozens of famous clothing brands were also born in the rush hours, but as time went on, many of the original brands became quiet, only a few.

Cards can't stand.

Why is a brand hard to maintain? The head of the relevant department of Humen town said in an interview with reporters that there were many reasons for the disappearance of some brands, but mainly in three aspects, such as the wrong judgment of the situation, the homogenization of products, and the lack of strict quality control.

Today, the "little rhino" has resumed production. The famous brand has not yet collapsed, but the construction of clothing brand in Humen town still has a long way to go.

Famous brand factory for children's wear

Since June, Humen famous children's clothing brand "little rhinoceros" has been knocked down by suppliers and processing factories.

In the eyes of the outside world, "little rhino" children's clothing is almost one of the leading brands of children's clothes in Humen town.

Its testimony is that in July 23, 2013, when the children's clothing association of the clothing and apparel industry association was established in Humen, the president of the first children's wear branch was elected from the management of "little rhinoceros".

Not only that, "little rhinoceros" once invested a lot of advertisements in Humen Avenue, becoming one of the main scenic spots of Humen at that time. In the brand exhibition center of the children's clothing center of Humen Town, the "rhino" display shop also occupies a larger position.

Why does the "little rhino" that is good for all appear to be in arrears with the "loan" problem? Dongguan small rhino Garments Co., Ltd. issued a statement abroad, saying, "because the suppliers and processors failed to deliver the goods in 2014 fall and winter, the quality of the goods or goods failed to meet the requirements, and the company failed to pay the payment according to the contract".

The company resumed its normal operation in the morning of June 22nd.

The industry is widely rumored that the "little rhinoceros" has been stranded in the capital chain, which is related to the operators' use of funds for other industries.

Reporters from

The official claim is that the "small rhinoceros" company's loan problem is that the business is not well managed, and is trapped in the economic environment. The loan is slow to return, and thus delays the payment of the processing plant and suppliers.

For the "small rhinoceros" brand facing the situation, part of the Humen clothing practitioners said, do not want to "small rhino" fall, after all, a brand cultivation needs to spend too much effort of the operators, also bearing the frontend role of the local industry development, so called "all losses and losses".

In response to the development of the "little rhino" crisis,

The responsible person said that if conditions permit, the government will do its utmost to support the development of every brand and help them overcome the difficulties as much as possible, as is the case with small rhinoceros.

However, the responsible person also said, "but we should also see that the survival of the fittest in the process of market development is natural. Inevitably, we will guide more brands to improve their internal strength, pform and upgrade, and help them improve their market competitiveness and risk tolerance."

The cornerstone of children's wear is still stable.

In August 2013, when the Humen Town Committee Town Government promulgated the implementation opinions on vigorously supporting the development of children's clothing industry, it was revealed that the children's clothing enterprises in Humen should be encouraged to create brands, and a number of state-level and provincial children's wear brands should be cultivated in a planned and systematic way.

After that, in the publicity materials outside Humen Town, many famous children's clothing brands such as the little rhino and the tiger tiger, the beetle house, the happy bun and so on were promoted as a typical brand.

Will the "little rhinoceros" storm affect the children's clothing industry in Humen? The answer given by Humen town is that the "little rhinoceros" incident is only a case, and we all worry about the whole industry.

We should see that the overall situation of children's clothing industry in Humen is still good. The scale, brand quality, R & D capability and industrial support of Humen children's wear are among the best in the same industry. This is a solid foundation for Humen's children's wear to continue to develop steadily.

At present, in the field of children's wear development, Humen town has a relatively well-known brand of children's wear in Humen, including Mama Mia, three Yuan Yi you, Xiao Hu Han Ni, beetle house, fashionable family, good boy, Yumegumi Nobuko, Xiong Bao Ding Ding, clever fish and cheers.

Ma, Ou Cha, happy Nepal, Yue Yue, Nana and so on.

The development of these enterprises is good. They are all going uphill and have a stable market share throughout the country.

Among them, Ma Mami ya, three Yuan Yi you,

The three brands, together with the Fumin group, are making the first China's first large-scale animated cartoon "mysterious island" based on industry, with clothing brand as its image and tourist attractions as its background.

It is reported that the "mysterious island" plan total investment of 38 million yuan, is expected to be broadcast this year in the CCTV children's channel prime time.

The film aims to integrate the image of Humen brand children's clothing into the animated cartoon and implanting into the famous scenes of Weiyuan Island, Humen. Through the publicity and broadcasting of animated cartoons, it promotes the popularity and expands the influence, drives the development of children's clothing industry and tourism industry in Humen, and filming the movie of the same name on the whole country cinema line.

By the end of 2013, Humen had more than 700 children's clothing enterprises, accounting for about 35% of the total number of clothing and clothing enterprises in the whole town, with annual output value of about 9 billion yuan, and annual sales of about 19 billion yuan, and Humen was named the title of "China's famous children's clothing town".

Lack of well-known clothing brands

High output value, few brands and low added value of products are the problems facing Humen's clothing industry.

Humen town has been working hard to build a well-known trademark of clothing, but this practice still needs to be renewed.

Data show that by the end of 2014, there were more than 50000 registered trademarks of clothing and apparel in Humen, but the clothing and apparel enterprises had only acquired 2 well-known trademarks in China, 3 famous brand products in China, 12 national inspection free products, 13 famous brand products in Guangdong, and 10 famous trademarks in Guangdong.

The brand building of Humen town began in the last century. In the mid 90s of last century, the Humen town government clearly put forward the development strategy of "clothing to promote the town", and began to guide and encourage the clothing enterprises to register trademarks and take the road of brand development.

In 1999, Humen launched the "brand project" in an all-round way, which made Humen's clothing industry fully mention from brand image, quality, enterprise quality to marketing and talent absorption.

High.

In 2002, the Humen town government promulgated the "Humen town famous brand award method", and gradually integrated the relevant incentive measures, and formed a series of policy systems such as the Humen town famous brand driving strategy plan, and fully supported the clothing enterprises to build brands and create famous brands.

With the demonstration of YISHION, the support of the government and the service of the association, the brand awareness of Humen garment enterprises has been constantly enhanced, forming a boom in striving to create brands and create famous brands. A large number of garment enterprises have upgraded their development goals from "quantity" to "quality". From the short-term profit growth to building famous brand names and enhancing the added value of brands, Humen clothing has entered a full speed development stage.

Clothing brand building is a long way to go

Entering the twenty-first Century, Humen's clothing has developed from "quantity" to "qualitative" leap, from low-level scale expansion to industrial structure adjustment and upgrading, from unlicensed, OEM to self-reliance brand and creating famous brand. It has become a famous town at home and abroad. Especially since the implementation of the famous brand driving strategy in Humen town in 2006, the brand of Humen's clothing has been growing and growing, and the development of Humen's clothing has also entered a peak period. A number of famous clothing brands such as YISHION, eymore, Yi Xun, Yi Yun Er, Wen Chun, Song Ying, Sach Bell, fox fairy, forest area, squirrel, and other villagers have appeared.

However, the stars of some brands are dim.

Humen town clothing office responsible person

Analysis of the three main reasons leading to the disappearance of some brands: first, the brand has misjudged the industry situation, overestimated the industry trend, expanded too fast, and the front line was too long, such as the squirrel; two, the brand itself was not clear enough, the product homogenization was serious, the market competitiveness was lacking, such as the stranger; three, the brand quality consciousness was not strong, and the product quality control was not strict.

The official said that the development of these enterprises also played a warning role for clothing managers.

With the continuous innovation of technology, in the new era, Humen clothing is gradually changing from "manufacturing" to "intelligent manufacturing". The Humen Town Committee and the town government are vigorously promoting the pformation of clothing and apparel industry by relying on low cost and low price.

To achieve a large sales volume business mode, we should encourage garment and apparel enterprises to "pform enterprises to small businesses", encourage more enterprises to become bigger and stronger, develop e-commerce, and realize the continuous upgrading of the whole industry's technology, quality, brand and added value, and guide the pformation of clothing and apparel industry to original design, independent brand and fashion source, so that the clothing and garment industry in Humen can be improved obviously.

According to statistics of Humen town clothing office, at present, nearly 100 brands of clothing brands with high popularity and regional influence, such as YISHION, Yi Xun, three Yuan Yi you and Lu Di Shi, have formed a "Pyramid" clothing brand structure and gradually become the most cohesive and influential regional clothing brand center in Southern China.

However, in the view of the apparel industry observers, apart from a few brands like YISHION, how to make other brands a well-known brand known by the public has a long way to go.