Jin Xinhua -- I Love Children's Clothes Very Much.

In 2002, the registered children's wear brand jumped into the middle and high-end market of domestic children's clothing with a very childish brand name. It means that every child is a Chinese dragon in the future. It's a very atmospheric name but has a very detailed design concept. The brand, which has the desire to become a prosperous person, has always adhered to the idea of "design first, learning first and customer first" in the past 10 years of development. On the occasion of the seventh product orders of the brand, Ms. Jin Xinhua, general manager of Zhejiang Huzhou jump dress Co., Ltd., accepted the exclusive interview with this newspaper.

After 15 years old and his father started the garment factory, Kim Hua began his career in costume design. "At that time, there was no electric scissors. I cut them all year round with big scissors, and even fingers are crooked now." The golden Xinhua Federation laughed and said that he had done his children's clothes for half a lifetime. "At that time, my mother could not read, and my father was selling clothing products outside. I was responsible for financial matters at home. At that time, my brother was still studying in a small school, so I started to manage the production and design in the primary school after graduation.

Unlike many children who can't go to school nowadays, Kim Hua is not at home without money to learn. On the contrary, the family is the first batch of 10000 yuan households. Entering the industry is purely a family responsibility. "Because I am the boss, I have to take the responsibility of the family. In order to let my brother study hard, it is really too busy for homework. When I was a child, I didn't have a phone call, and I telegraphed to my father every time that I could save money and my father could understand it. At that time, I gradually learned how to do business.

In 1990, he began to make his own children's wear brand, and a ski shirt was sold out. Jin Xinhua made children's clothing all the way to Beijing, and stayed in Beijing for 7 years at once. "We are very familiar with the Beijing market. At that time, we did not jump the dragon brand, but a brand that did not sound. There are sales outlets in Xidan shopping malls, urban and rural areas, Changan and Wangfujing.

At that time, the family father was responsible for the production, and the sale was made by Jin Xinhua's husband and wife two, so they had very rich market experience. "1993~1995, children's clothing market is very good, shopping guide in the department stores are too busy to open tickets. After 1997, it was not so good. At that time, we planned to go back to our hometown to open a factory. Until 2002, the brand began to mature and registered the jump dragon in the same year. From a house to three storeys, from renting storeroom to more than 10 thousand square meters workshop this year, the development of dragon jumping is not a simple story of children's wear brand. Last year, Kim Xin Hua registered a new high-end children's wear brand, Ed Mini.

The first element of children's clothing design: Fashion

Kim Xin Hua said she would not do anything else, and she liked it very much. Whenever she saw beautiful children, she would chasing people, asking parents to agree to try them on. "To see beautiful children, they want to try them on. I put my clothes in the car every day, and meet the right girls and boys to help them try them on.

"I often think that children's clothing business has been able to continue. Parents themselves are reluctant to buy new clothes and buy them for children. It's getting cold and buying one. It's another thing to celebrate the new year. It's the reason why I always want to do children's clothing.

Many indicators of down garments are much more detailed than adult suits. The older children are more adult, while the jumping dragon from the age of 3 should always pay attention to the needs of children. "For example, there is a jumbo Dragon 3 year old child's style, the collar is rabbit hair, the style is very good, but considering whether the child will lick, this rabbit hair will not be harmful to the body, and then replaced, that style before commissioning several times after commissioning."

There are many cases like this. The design of children's wear is right according to humanization. Only in this way can dealers and consumers have brand loyalty for nearly 10 years.

"Can the button be scratched to the skin of the child? Will the flash fabric fall off? There are so many details. Sometimes the consumer thinks it's a small problem, and it will cost a lot of time and energy to the brand. Some of the styles are made of 10 or 12 pieces of clothing, and I feel very relieved to make a good sample. It is true that clothes are not always successful. Jin Xinhua is most gratified that his design style is very popular. "At that time, it was very gratifying, because the products, samples and design drawings were different. The design plan was a plan, and the actual wearing effect could not be seen. The collar and sleeve were the most important parts of the sample clothing. Would the collar be stuck? Is the sleeves long enough? Now children's psychology is not good enough to ponder. Only if they like it is the most gratifying thing for the brand. Last year, online sale of a style, jump dragon sold to burst version. Every day hundreds of phone calls to ask, "where can I sell this money? I felt very proud at that moment."

Eight or nine year old children and parents go out to buy clothes to pick their own, five or six year old children will say to adults: I like this, I do not like that. "It's quite different from what we wear when we were little kids, so designers can't just look at the children's clothes, they can't just look at children's clothing, they need to see adult clothes. I'm very confident about the dragon dance and Ed Mini's down jacket, and even the famous children's clothing brand of last year's style is imitating us. My design team is quite ahead of the world, and doesn't pursue luxury, but attaches great importance to the sense of design."

Second elements of children's clothing design: humanization

The two annual collection of Korean style is the most direct source of Ed Mini's new season's children's fabrics and patterns. This brand, which was founded last year, devoted all of Jin Xinhua's efforts. "Ed Mini's cartoon designs, including my products, do not have the same feeling. They are very innovative. They all come from my legs running more diligently. The new brand needs to be improved. The average retail price of Ed Mini is about 600~800 yuan. Compared with the retail price of about 500 yuan, the brand is more in pursuit of fashion sense and design sense. Every year, Kim Hua not only watches many adult fashion shows, but also watches the trend of fashion. Collar , pocket The details are designed to see how children can be put on children's clothing, and designers are often asked to see them.

"They have to go out, the designer team will often go to Hongkong, China, Macao, Korea, and some designers will be more diligent than I do, including the print masters. Our two typing masters often go to market research. The type and design of a dress is the most critical. All our customers are looking at our design. They are wondering if your product is homogeneous. If every agent looks at a few brands, they think they are almost the same.

In the early days of ordering, Jin Xinhua ran to Shaoxing in order to purchase fabrics with avant-garde personality. Shengze Several textile markets such as Guangzhou and dozens of fabrics have been exported to Guangzhou and Hangzhou by excipients. "The accessories in Zhili do not meet the requirements. Our two brands are of high grade, so the two brands are purchasing accessories in the field. I personally pay great attention to fashion and functionality. Ed Mini buttons are all the design of adult clothing. The function is reflected in the antifouling smooth fabric. The characteristics of the rubbing are not only save time and save water but also protect the environment. " {page_break}

　　 At the beginning of this year, Ed Mini also began to distinguish between the two versions of the southern version and the northern version. The northern version is wrapped in feet, and the southern version is comfortable and comfortable.

"Ed Mini and jumbo dragon are separate agents. The brand of Ed Mini is more in the provincial capital cities, and the Dragon jumping is more widely done in the two tier cities. Now there are several agents in Beijing fighting for our brand agents, because we have no energy in Beijing market, and dealers around Beijing have called for direct purchase from factories.

For children's clothing enterprises, every year's order will be the key link for agents to choose fabrics, colors and styles. Enterprises must rely on this professional feedback to set production volume. Dealer 80% thinks that a good style will go well. Jumping dragon is the first company to open an order shop in weaving. In 2004, Taihu villa accepts more than 200 people's brand agent of dragon jumping every year. All the rooms are wrapped up, allowing the hard working agents to relax for two days, which is the most idle time for agents. Next, they have their own two orders. " The cost of investing about 10000000 yuan a year is also very heavy, but last year's stock was sold out. It shows that her product is very popular with consumers.

"Every detail must be the best, otherwise it will be in hand." After August, the two order will give us feedback results. Sometimes I will go to the two level order meeting, and the dealer will have a two level order for hundreds of thousands of yuan. This is when we look at the idea and brand idea of an agent before we know whether we are good partners.

Kim Yong Xin is optimistic about foreign children's clothing brands that are constantly pouring into the Chinese market. "I feel that the domestic market will not be impacted by foreign brands. On the contrary, it will also be beneficial, with more learning opportunities and healthy competition.

Since the beginning of 2002, our agents have not changed. They have injected many emotions into the dragon. Now, in Jiangsu, Sichuan, Chongqing and other places, many consumers know jump dragon, where stores and shopping malls often see the brand of jumping dragon. These markets have been very successful, and these are not the advantages of international brands. "