Li Guo Clothing Starts "Happy Shopping Volume" Mode

The children's clothing industry, known as the last piece of cake in the domestic garment industry, is attracting more and more attention.

Coincidentally, his colleagues are also acting.

In the same place, Guangzhou Bao Po children dress (China) Limited has announced the acquisition of some brand interests of Korean brand rogue rabbit, and plans to build a huge chain and manufacturing alliance to participate in the industry competition.

The children's clothing industry in China saw huge opportunities. They chose to seize the brand highland and imitate the foreign ZARA and H&M brands to establish a chain shopping mode.

But compared with the mature brands abroad, the children's clothing industry in China still faces many challenges, such as design, marketing and so on.

Brand age?

In May 21st, when the Guangzhou Li Guo children's clothing was set up at 20th anniversary, it announced the launch of the strategy of "happiness and quantity selling".

According to the arrangement, Li Guo will carry out the business model of "happy sales volume Theme Store" in the whole country, and build many children's clothing stores with "joy" as the theme, pparent, self-help and parity.

Lin Weijian, general manager of Li Guo clothing, said that the whole domestic children's clothing industry is showing a fragmented competition pattern, and is still in the "Warring States period" of horse racing enclosure.

The fact that the concentration of children's clothing is not high makes Lin Weijian see a chance to shuffle cards. He hopes to build up a leader's brand status through competition in the new mode.

There are many others who coincide with him.

Before Li Guo announced the new strategy, he also announced that Bao school in Guangzhou also announced that the United Nations Children's clothing industry should manufacture peers and set up two chain systems, "TRIPKIDS" and "MASHIMARO".

Unlike the brand built by Li Guo, in February this year, Bao Group acquired the related rights and interests of the Korean brand "rogue rabbit" in the Greater China region.

At present, relying on the "rabbit" changed from "rogue rabbit", Bao faction has built a brand enterprise alliance.

The specific way is to authorize the production of the brand from the manufacturers to the manufacturers in the alliance, and the products will be unified through the one-stop chain shopping mode of unified establishment.

Similar to Lin Weijian's view, Yu Bin, director of the brand, believes that the domestic children's clothing industry lacks an influential brand, but no brand has no added value, so it is difficult to form a scale and the profit margin is low.

"We all know that we need to build a brand, but we need to build a successful brand with huge investment and not necessarily succeed. Many manufacturing enterprises can not afford to invest solely."

Yu Bin said.

Domestic children's clothing industry is not a new industry, but has many years of history.

Li Guo, founded in 1990, started from a small clothing workshop, but at the very beginning, it explicitly rejected the "OEM" OEM mode and insisted on breaking through the foreign market with its own brand.

Around 2003, Li Guo entered the domestic market.

In the process, many of the colleagues who started almost simultaneously with Li Guo still stay in the OEM and small workshop stage.

"Making brand is a narrow escape from death, five years, one ridge, ten years, one pass."

Lin Weijian said.

At present, Li Guo has sold 5 million pieces at home and abroad every year, and has become one of the top ten brands of children's clothing in China. But he doesn't think Li Guo has passed the competition.

There are many brands in the field of adult apparel industry in China, and children's clothing industry is regarded as "the last piece of cake".

At present, there are more and more adult brand children in the market.

At the same time, a number of well-known foreign brands also strong into the market, seize the domestic market share of children's clothing, the competition tends to be fierce.

"We may be eliminated tomorrow, surpass and replace. We always have a sense of crisis."

Lin Weijian said.

In this case, it may be a good choice to take the initiative to attack.

The shuffle is around the corner?

Li Guo and Bao faction have seen the brand chain mode of foreign counterparts, such as ZARA and H&M.

Just before the announcement of Li Guo's brand strategy, H&M opened a new store in Guangzhou.

According to the plan, Li will also open 50 to 80 new stores throughout the country before the three quarter of this year.

These stores, which are between 300-400 square meters, are different from most of the 50 square meters of shops in the industry.

In the shop, there will be one-stop shopping such as ZARA and H&M, and it will be unified with the appearance of "Li Guo joy shopping".

Before that, Li Guo has set up more than 500 stores and counters in the country, and will be pformed into a unified mass trading mode.

Bao's plan is also quite large.

After the integration of manufacturing resources, the first MASHIMARO store will start business next spring.

By 2012, the chain will expand to 1000 stores, and it is expected to achieve annual sales of 9-10 billion yuan.

Both Li Guo and Bao Pao refused to announce the specific input amount, but only indicated that the investment was considerable.

But in front of the huge children's clothing market, they all think this investment is worth it.

Lin Weijian believes that at present, there are 380 million children in China between 0 and 16 years old, with an average annual consumption of 300 yuan for each child's clothing and a conservative estimate of more than 100 billion yuan.

Bao faction expects that the annual sales volume of children's clothing and children's shoes is about 400 billion yuan.

In the face of enormous opportunities, Li Guo and Bao faction have seen their own advantages.

Li Guo believes that compared with many smaller versions of adult dresses, Li has always been children's clothing, and has always been designing children's clothing, so it is more accessible to children and mothers.

Bao pun believes that China's manufacturing potential is huge. Under the unified brand and sales mode, the treasure can not only reduce the cost of each battle, but also maximize the potential of China's manufacturing.

But imitation of foreign chain clothing brands seems easy and challenges are not small.

Chain stores will win quickly, with more styles and faster distribution.

ZARA has more than 200 designers, and H&M has about 80 designers, and has invited many designer designers.

According to ZARA statistics, a total of 12000 products were launched in 2006.

From product design to shelving, ZARA has only 7 short days at most, usually 12 days.

Li Guo also claims to have nearly 100 designers, and develops more than 3000 children's clothing every year, from design to terminal sales for about 15 days, the fastest in China.

Although the treasure faction did not introduce the relevant circumstances in detail, they also expressed confidence in themselves.

After all, children's clothing industry has not yet formed a similar situation in the adult clothing industry.

Lin Weijian even thought that children's clothing industry had the most chance to produce international brands, and now it's time for a shuffle.

This will be mainly promoted by industrial upgrading, from manufacturing competition to brand competition.

At this level, the power of active change and Bao faction believe that they will seize the initiative.