Foreign Children'S Clothing &Nbsp; Zhejiang Zhili Looks At The World.

Nowadays, the reality of children's clothing enterprises is that China's 300 million children's market is coveted by foreign brands, and they are "attacking cities and towns" in a short time. However, some local children's clothing enterprises have not gone out of the strange circle of generation processing, so they need space for marketing and design.

Under the "forced effect", the children's clothing in Zhili began to transform and upgrade. "About 20000000000 Yuan of children's clothing sales revenue, 30% of the domestic market share, 98% of the domestic market coverage, Zhili is a real Chinese children's clothing town. In the face of the trend of transformation and upgrading, we are in the process of making a change and moving to "big business, big brand, big market". Shi Genbao, Secretary of the District Committee of Wuxing District of Huzhou, is full of ambition.

Foreign brands attack cities and local enterprises look at the world.

"There are 300 million children in China. We can calculate this. Chinese children need at least 6 clothes a year, and the demand is amazing." Speaking of the Chinese children's wear market, Zhang Lianzhong, vice president of the Zhejiang clothing association's children's wear branch, and the president of Zhili children's wear Association, are very optimistic. But they also have some worries. He said that the children's wear market has great potential for growth, but its output accounts for only about 10% of the total clothing output of the country. Such a large market space makes some foreign brands want to share a slice of the cake.

From a number of shopping malls in China, Adidas and Nike have launched a series of children's clothing as early as the beginning of the new century to seize the market of sports children's wear. Recently, some international luxury brands, such as GiorgioArmani and D&G, have introduced children's clothing to seize the market of high-grade luxury children's clothing. The price of these luxury children's clothing is very expensive, thousands of yuan or even thousands of dollars.

"My little daughter is one and a half years old. From birth to now, it costs no less than 300 thousand yuan. I go to Hongkong every month to buy milk powder, food, toys and clothes. Li Hong is not a young mother, but represents the consumption thought of "to give her the best" mother. In China's cities, mothers like Li Hong are not uncommon. From infants and young children, they want their children not to lose at the starting line.

However, in the mainland market, there are few brands of children's clothing that can compete with the best foreign brands at the same level.

In the face of the strong entry of powerful brands, the children's clothing enterprises in Zhili have shown a high attitude of preparation. Pu Xin Quan, chairman of today's Clothing Co., Ltd., started from 6 sewing machines in 1996. Today, the leading enterprises in China have experienced the ups and falls of children's clothing industry. He believes that after China's entry into WTO, the economic pattern of children's clothing has undergone tremendous changes, and the invasion of foreign brands has been a pain for local enterprises, and has stimulated more enterprises to see the world.

Zhang Lianzhong agreed with this view. He said: "after decades of development, the government's support for clothing enterprises has never stopped. Small businesses must grow into a big tree in the government's infancy, and their self brand is essential. Foreign brand invasion is also a kind of spur to local enterprises. By virtue of this wind, enterprises can see clearly the core competitiveness of foreign brands and use their brands to match them.

"Facing the pressure of foreign brands, the development mode of weaving children's clothing relying mainly on quantity expansion is obviously outdated. Transformation upgrading is the practical need to solve the current development of children's clothing industry in Zhili, and the only way out." big enterprises, big brands and big markets "are the direction of transformation and upgrading of Zhili children's clothing. Shi Genbao concluded.

Marketing design, walking with two legs, smiling curves, laughing at the rivers and lakes

Under the guidance of the government, the children's clothing enterprises in Zhili began to pay close attention to the "Smiling Curve": in the entire industrial chain, only the enterprises at the two sides of the upstream (R & D) and downstream (Marketing), the added value of their creation will be high. To understand the true meaning of the curve, children's clothing enterprises in weaving began to benefit from both ends.

Pu Xinquan, chairman of today's Clothing Co., Ltd., said that after several years of struggle in the children's wear market, the company became more aware of the vitality of its own design. In 2001, the company went out of weaving and set up a branch in Shanghai, which integrates design, production and sales. "R & D design funds account for 3% - 5% of total sales, and cooperation with textile institutions is also a new idea for our transformation." {page_break}

Just a few days ago, a creative design competition for children's wear was opened in Zhili. A new style of "design king" was blowing more and more fiercely in this children's wear town. The competition is an important event of the 2010 China (Wuxing) children's wear Culture Festival, and receives more than 320 creative works from all over the country.

"If imitation plagiarism still allows children's clothing enterprises to make a profit in the early stage of the industry, with the arrival of the era of children's clothing brand consumption, the domestic children's clothing enterprises are more likely to face the fate of being eliminated. At present, the development and design of children's clothing products in China is more of a reference and combination. Large enterprises learn from the design of children's clothing in Europe, America, Korea, Japan, Hong Kong and Taiwan, and small and medium-sized enterprises are mostly looking at the new products of large enterprises. Shi Genbao believes that with the competition as a platform, Wuxing district will further build a bridge and channel for industrial clusters and design talents, and explore a strategic platform for transformation and upgrading from manufacturing to creative industries. In addition, a strategic reserve of talents will be established to provide the clothing industry with practical actions to expand and enhance the brand of children's clothing, and also to inject fresh vitality into the industrial clusters to be transformed.