Zhejiang Tong Pu: The Climb And Expectation Of A Mountain City

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Why is it that a small town with a permanent population of only 15 thousand can raise the golden signboard of the "nation's largest knitted children's wear base"?

More than 460 children's clothing enterprises, with an annual output of nearly 200 million pieces (sets) of children's clothing, with an annual output value of 2 billion yuan......

What is the result of a series of digital connections and how much effect and expectation it is witnessing?

In the harvest season, in the drizzle and in the visit, from the humble town government office to the "China knitted children's clothing city" which covers 80 thousand square meters and has escalators and openings for two months, the chairman of the "Xiao Feng Feng" board has 5 meters long "boss table" to a family rental workshop with continuous rents. The reporter tries to find out the outline and track of the "children's clothing world" and her owners' imagination and expectation.

If it is not known that Tong Pu produced the "spark" of children's clothing, it was the coincidence of more than 10 years ago (when many businessmen in Guangdong were rushing in with cash and orders). Now, the "prairie fire" has become an industrial chain involving design, manufacture, embroidery, printing and dyeing, accessories, processing equipment and display, marketing, and so on, which is by no means accidental.

From family production, stall selling knitted cotton sweater to 14 processing workshops inside and outside the town, to the "Xiao Yi Feng" trademark from the son's name, to the "Mike Millie" trademark, which is being planned for two years, will produce specialized high-end shopping malls, and cooperate in developing e-commerce (online sales), which is the pioneering history of Liu Baisong, the head of the "children's clothing Limited company".

"Not only physical exhibitions, pactions, wholesale, e-commerce, but also R & D, logistics and other services."

"The children's clothes you see in the city are closed, and there are only samples in it. In fact, most of them are already" zero inventory ".

"Our goal is to build Tong Pu children's clothing into children's wear.

From counterfeiting, imitation, to licensing, OEM, and licensing, only one trademark has been registered since 2007. Up to now, there are 108 trademarks; from the establishment of brand service guidance station, to the recent declaration to the relevant departments of the province, the office of copyright protection will be established; from the launching of the "technical skills" of the sewing workers, the "children's wear design Grand Prix", to the children's wear Festival, the director's manager (weekly) to the Shaoxing University specialized training class, the group to take part in the national clothing exhibition, and so on, this is the brand of Feng Hongjun, the Secretary of the children's wear Association and director of Tongpu industrial and commercial bureau.

In fact, the development of Tong Pu children's clothing industry is not only a digital concept of the economy, but a concrete embodiment of "farmers get benefits" and a pragmatic action of "beautiful countryside" construction.

"Because most of them are labor-intensive and low tech enterprises, many elderly people who live at home can do their homework at home, and objectively promote the sustainable development of family harmony and mother-in-law relationship."

"Because children's clothing industry blowout development, also quickly led to the Tang Pu surrounding towns and even Shaoxing County Gao Bu, Wang Tanhe, Shengzhou, Cixi and other areas of regional garment processing and matching.

"Today, in the streets of Tang Pu town, there are people in the street at night," Putonghua "is overflowing, and there are five or six stores in Guangda supermarket.

This is the people based theory of Zhou Genxian, mayor of Tong Pu town.

"Micro" thinking: "Tong Pu children's clothing is still in childhood!"

Let reporters feel more than just the Tang Pu people climbing from scratch, from small to large, "children's clothing opportunities", but also the mayor Zhou Genxian such a clear sense of cognition and crisis.

At the same time, what the reporters asked is that Tong Pu children's clothing "growing pains".

For example, first, Tong Pu children's clothing is still dominated by "big price, low price and low end". It relies on the "human sea warfare" in the Chinese market and the West does not brighten. So how can we reduce the blindness and freedom and enhance the foreseeable and anti risk ability from "what to sell" to "first order reproduction"?

Second, Tong Pu children's clothing is mostly limited to spring and autumn clothing. The proportion of winter clothes is very small, and the age is below seven or eight years old. Can it extend to the bigger winter clothes and clothing for teenagers over 10 years old?

Third, 15 thousand and 300 of the small towns with permanent residents, nearly 12 thousand children wear clothing, including a large number of "New Tang Pu people" and the elderly. The upgrading of technology and the enhancement of gold content of products depend on advanced technology, strict production and standardization, and assembly line operation.

How to improve and standardize and reduce and eliminate all kinds of hidden dangers of fire safety and so on?

Fourth, the strength of the brand includes the creativity and added value of twice the effort, 1 pieces of block economy, more than 400 enterprises, more than 100 trademarks, and is still inspiring the creation of brands. Of course, there is a positive side to its quality and brand awareness. If we can simultaneously advocate the win-win strategy of strong alliance and joint operation, will it be possible to produce the "1+1>2" superposition and amplification effect by focusing on, jointly creating and sharing several or more influential brands at home and abroad?

In this regard, Wang Peijian, Secretary of the Party committee of Tang Pu town, seems to be giving people the answer. It is worth looking forward to. The development of Tong Pu children's clothing and the construction of China's knitted children's wear city is a way of "brand gathering market, market driven industry and industry to promote development". It is a leap from decentralization to agglomeration and further fission. It is (Tang Pu) from "commodity trading origin" to "(children's wear) headquarters economy" and (Tang Puren) "from family support to career".