Turtle Dragon Begins To Occupy Children's Wear Market

In recent years, "Tortoise" and "Ava"

"Tortoise dragon" strikes out

Nowadays, the consumption of children's clothing in China has increased by more than two digits. Children's clothing has become a new growth point in the development of the clothing industry. With the further improvement of family income and the gradual realization of the well-off living standard of urban residents, the consumption demand of Chinese children's clothing market has shifted from the practical life of the past full life to the pursuit of beautiful fashion.

In some economically developed cities, consumers' demand for children's clothing tends to be brand oriented.

The pattern of children's wear market is that foreign brands and domestic brands account for half of the total. Only 30% of the domestic brands have their own brands and are stationed in 123 categories of cities.

Talented children's wear designers become such a big one.

Combing such a strong and characteristic

Qingdao BMW special Clothing Co., Ltd. is a professional clothing company specializing in garment research and development, design, export and domestic sales. It owns "BMW special" men's wear and "turtle dragon" and "Ava" children's clothing brand.

In 2005, "turtle dragon" children's casual wear has been pushed to the domestic and foreign markets as a brand of high-end children's clothing. Since its inception, the brand has been adhering to the principles of novelty, pragmatism and trustworthiness in accurately grasping the brand style and market positioning.

Constantly introducing scientific management system, marketing system and marketing principles, and marketing networks all over Beijing, Harbin, Urumqi, Shenyang, Lanzhou, Zhengzhou, Xi'an, Wuhan, Zhuzhou, Guangzhou, Guangzhou, Guangzhou, post, and so on.

In December 2009, "turtle dragon" brand children's clothing was rated as "the ten most trusted textile and clothing brand in Qingdao".

In March 2010, "turtle dragon" brand children's clothing was rated as "the ten largest clothing and clothing brand in Shandong" and "the most distinctive brand of Shandong clothing and clothing".

In May 2010, "turtle dragon" brand children's clothing was selected as "the designated brand of Chinese famous women and children's products procurement".

Today, tortoise has a unique brand of animation, which is the highlight of BMW's extension from children's clothing brand to animation culture industry.

They regard children's clothing as derivatives to the animation industry, and cater for the national theme of the animation industry.

BMW's children's clothing brand and cultural industry are the most powerful force of children's clothing culture.

BMW has fully developed the "turtle dragon" children's casual wear brand overseas market, and its products are exported to countries such as the United Kingdom, the United States, Germany, Holland, Denmark, France, South Africa, Hongkong and other countries and regions. Up to now, domestic and foreign sales volume has reached 350 million yuan.

The connotation and fashion of Zhang Chongwei's "tortoise dragon"

Zhang Chongwei, the design director of tortoise dragon, is legendary.

Zhang Chongwei has come to this day because of his persistence and perseverance.

He has worked in the foreign trade department for 20 years, from the "barter trade" stage to his own independent children's clothing brand. This road is full of hardships and gains the value of life.

As an excellent student who graduated from the Department of fashion design of Shandong College of Arts and Crafts in 1988, he was employed by the textile import and export company of Qingdao foreign economic and Trade Commission, and began to be a fashion designer. He was also responsible for the sample work of barter trade between the children's clothing and women's clothing in the Soviet Union and Eastern European countries.

In the "barter trade" environment of the year, Zhang Chongwei, with his unique vision and outstanding design talent, was affirmed every year in the spring and autumn China National Textiles Import and Export Corp organization.

In one year's sampling meeting, 38 clothes designed by Zhang Chongwei were selected for 37 models. This way not only let more people understand his design style, but Zhang Chongwei also proved his design strength with talent.

Zhang Chongwei created the profits of three departments with one man's strength, which was a miracle in that year.

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Entering the 90s, with the marketization of international trade, the trade between the Soviet Union and the east gradually shifted from intergovernmental agreement barter trade to free private trade. During the 7 or 8 years, Zhang Chongwei had the opportunity to meet many foreign knitted brands of clothing, especially in Europe, South America, the United States and Hongkong, China.

Zhang Chongwei's real choice of children's clothing as his long design career was born in two years with two companies in Italy. This is also a reflection of his past design ideas.

Every 100 season of children's clothing design launched by Italian company can sell well and be recognized by consumers without any suspense, which further strengthened Zhang Chongwei's confidence in the field of children's wear.

"A good brand is money that can not be bought."

Zhang Chongwei said, to do well in the brand of children's clothing, the factors that need to be considered can be said to be omnibearing.

The unlimited market of children's clothing and the essence of design are the best interpretation of Zhang Chongwei's insisting on going to today.

From the original encounter with "tortoise dragon", to today's all-round development of "turtle dragon" children's clothing, Zhang Chongwei starts from every trivial matter and takes the design at the same time, corporate culture and market positioning are the two factors of success.

"Turtle dragon" is controlled by Zhang Chongwei's brand industrial chain from the fabric of clothing to the market.

The fabric used in "Tortoise" is made from weaving to finishing, and processed into ready-made garments.

Zhang Chongwei knew that the fabric upstream will directly affect the finished design.

If you want to be able to do your master, you can control the market more calmly.

Today, the product positioning and characteristics of "turtle dragon" mostly originate from the rich experience of director Zhang Chongwei and other interpretations of children's clothing.

First, "turtle dragon" is located in the European English style, which lays a rich cultural connotation for the high-end development of the brand. It is internationalized without losing the traditional Chinese culture. Moreover, it is the positioning of its consumer group, which is aimed at the design of the high end children's clothing for children and children aged 3-11.

Zhang Chongwei rooted in the brand new style of "fashion, sports, leisure, health and vitality" in the brand style of tortoise dragon. The children's clothes designed by him are more lively and noble, fashionable and fashionable, and reflect the BMW special culture idea of "childlike innocence and boundless joy". Another magic weapon of Zhang Chongwei is that he can use light of various modern craft techniques, discover and use healthy and environment-friendly fabrics to create an unreplicable fashion language for his design.