Lin Rongzhen, President Of HIWI Children'S Wear: Developing The Market And Developing Green Products

Foreseeable competition and opening up new market space

President Lin Rongzhen gave a smile to the "gold mine theory". He explained that now the "gold mine" has been discovered by more and more people. The nugget road is by no means an easy way to win.

He said that many large brands and adult clothing brands have been extended.

For example, sportswear.

International fashion giant

On the whole, children's clothing enterprises are facing the intensification of market competition.

In this sense, the biggest competitor is himself, how to mobilize his resources and capabilities to support enterprises to deal with domestic and foreign brands with mature market experience.

Although competition has been spreading all over the world, Lin Rongzhen's attitude is still very optimistic. He also mentioned that competition has another side: it will make the children's clothing market bigger and bring the market's overall upgrading.

He is very optimistic about the potential of children's clothing market.

Consumption now accounts for the whole.

Consumption is 10%, and this data is constantly being refreshed.

The consumption of children's clothing has gone through several stages of development in 80s, such as "basic clothing consumption", "practical consumption" in 90s, and "fashionable consumption" in the first ten years of the new century. With the acceleration of economic development and urbanization in China, and the fourth birth peak of China brought by the post-80s parents, it will certainly push ahead.

A new round of consumption climax, and children's clothing industry bear the brunt of the first expansion.

Lin Rongzhen believes that the two or three tier medium economic index city is the main battleground for future victory.

Hai Wei children's wear has not been started very long ago, but over the years it has also accumulated the relatively rich industrial resources and intellectual resources for the international big name foundry. How to play an advantage in competition is based on the market, finding the right market space, and having an open mind and actively learning from the international operation practices.

In this regard, he introduced a concept "category trend" - "in the face of competition, enterprises are not simply reflected in competition in prices or production capacity, but more on brand competition.

The essence of brand competition is the insight into the nature of the industry and the integration of resources. Whoever wins the trend of the category will be the winner in the future.

For example, he said that the trend of "fashion casual wear" in the clothing market is just like zhongzhongtian. "Fashion sportswear" is also becoming bigger and bigger. "Outdoor sportswear" is growing rapidly. Therefore, he believes that the trend of "sportswear" this cross category will be tomorrow's star in the market.

This idea extends to children's clothing market.

In the five major categories, a new market space will be cut off. The trend of children's wear will become the main direction of children's wear.

Build brand with green and enhance added value of products

Speaking of the "double crisis" situation, Lin Rongzhen said that manufacturing industry began to pfer from developed countries to low cost areas in the 60 and 70s of last century. The financial crisis accelerated this process, which exposed the problem of high energy consumption in manufacturing, which is a puzzle to the development of enterprises.

Today's environmental crisis is a big social problem, which depends on the guidance of the government and the participation of the whole society.

For garment enterprises, green is not a slogan, but needs to be implemented from the details, such as phasing out backward equipment and high energy consumption and highly polluting manufacturing process; starting from the source of design, reducing the printing and washing process with heavier environmental pollution; strengthening internal management, peak shifting electricity utilization, and improving the utilization ratio of electricity.

He also talked in particular.

It is closely related to the growth of thousands of children, and the responsibility is not small.

We should integrate green into development. First, we should pay attention to details and strengthen the control of harmful indicators in various manufacturing links.

For example, Hai Wei has collaborated with the Chinese Academy of Sciences this year in the "nano antibacterial clothing" this high-tech project.

Two is the green concept implanted in brand culture, such as Hai Wei children's clothing brand advocacy in the active advocacy.

"Light sports culture", consumers choose a children's clothing, but also choose an advanced "fashion children's way of life."

Formerly OEM, now wants to develop itself.

The biggest difficulty is the lack of senior marketing talents in the development of the domestic market. This is also a common problem faced by the pformation of export-oriented enterprises.

"China brand children's wear net", as a platform for fashion information gathering in China and even the world, is of great help to brand development. Lin Rongzhen said that Hai Wei children's clothing hopes to open up the situation through participating in the "China brand children's wear net" and participate in the wealth sharing of the brand.

He also admitted that the Chinese brand children's clothing network is not rich enough for small and medium-sized enterprises, and hoped that "China brand children's wear net" will provide more help for enterprises in the professional interaction and professional talents of professional channels.

For example, the creation of a design talent resource pool, resource sharing; in the "Chinese brand children's clothing net" later, some marketing talents seminars or training sessions can be held, and even some relevant clubs with fixed deadlines can be organized.