Zhang Donghai: Lack Of Original Design For Children's Wear Market In China

Host: Hello, netizens, this is our 2012 now. CHIC Live coverage for you. We are delighted to be invited to be the executive director of Shantou GEIL Clothing Industrial Co., Ltd. Mr. Zhang Donghai!

Answer: Hello.

Moderator: Mr. Zhang, you are Children's wear A senior employee in the industry, first of all, would you like to talk about the current situation of children's wear market?

Answer: the children's clothing market in China is Spin 業里面起步比較晚的一個行業，那么從早的就是八幾年開始，晚一點也是剛剛開始，那通過這幾年的發展，從九幾年的市場比較理想化一直到2008年整個市場大家都覺得童裝市場非常OK，后期的市場里面這兩年大家碰到很多的瓶頸，一個是市場秩序的惡化，一個是競爭力的日益加劇，在這種情況下有很多企業進駐一兩年很快就走了下坡路，因為我跟進了很多企業的很多的品牌，那么有很深入的交流，結果現象發現了他們沒有太大的信心，本身認為是非常容易的一個行業，反而變成了非常艱難，那么這個中間要面臨幾個問題，一個是面對現在高成本的經營，利潤不管是采購還是終端的人工，還有我們所開銷的費用，包括推廣所有的都是高成本，那么在低利潤的時代里面我們應該要怎么樣保證現在童裝市場的良性運作。 The children's clothing market is now in my own view, because the current situation in China is only phased, so it is only in these two years that the market is relatively low, the future market, because our China will expand the development of the domestic children's clothing industry with the expansion of the urban process, so I think that in the children's clothing market, the next five to ten years will be the real children's wear gold for ten years, so it is quite possible for the children's clothing industry to have confidence to do it.

Moderator: Although the prospect of this market is very promising, but Mr. Zhang has just mentioned that we are currently facing a very fierce competition. Low profit, high investment, high cost and high labor are all problems we need to face and solve. How do you control these factors to achieve a win-win situation?

A: we have seen several problems. 第一點就是成本管控的問題，很多的企業在成本管控的問題上一味的追求著我低面料，低附加值去采購，甚至選擇一點差面料不夠理想，這也是一些童裝企業里面覺得找不到突破口，我們要抓源頭應該從設計師設計的部分，環節著手，在設計的環節上我們可以提出幾個部分，第一，不要太多的款式化，只是講差異化，不要應用特別繁瑣的原料，把面料進行減少，把工藝做的更精，要把款式做的更精更漂亮，那么我用一種面料，以前大家會用一種面料只做一個款兩個款，為什么一種面料不能做十個二十個，甚至三十個，這樣的采購成本會直線下降，而這種比我們工藝上的節約要突破很多，這個應該從設計上，源頭上進行去把控，同時批量的采購和批量的印染在這個環節上能夠減少我們所有的開銷成本。 The second is that when we are in the era of high cost operation in the terminal market, we need to make more meticulous practices. Then the first step is to ensure that there are several purposes for profit in the meticulous practice. One is that the customer is not only getting the low supply, but he is successful. Now it is the result of vicious competition in the industry. Ultimately, it is the practice of losing both sides. When the brand fails to maintain its strength, there is no way to support the development of the agents and franchisees. Of course, the agents and franchisees of course say that your media investment is large enough, your things are good enough, and your supply price is low, which is a demand of our consumers. In fact, the operation terminal has made a wrong direction, that is, we are doing things to customers, and agents are just a channel for us to sell the consumers to them through this channel, so our things are recognized by consumers, not just by your guests, but not by the end of the terminal. And how can I guarantee this, how can I pull down the original cost, and now the price rises by 30%, which link I can pull to 30%. The first design environment, from the design link, from the second technological process to the designer breakthrough, is always the most concise thing most difficult to do. It's simple and tasted. It's the most difficult thing for us to do. So less manual and manual products, because I think the domestic market is not very much approved of manual, you are not at the top end, the manual part will cost us a lot, especially in the high artificial age, this is the second point. The third point is refined training and deployment, which will result in a straight decline in management costs. So many of our enterprises have failed to achieve real performance appraisal methods, so a lot of labor costs will rise with all costs. Ultimately, this thing is either the enterprise itself is not benign, or the terminal is unable to fight, so that the brand has entered a limitation. I hope that children's clothing should learn from women's wear and men's clothing, because women's wear and men's clothing are the first to speed up the delivery of goods, and the wave of goods is faster. According to the market reaction, he has a perfect industrial chain. The second is to find a lot of partners, not to say that I am going to do one, but I give my suppliers a cooperative relationship, you can talk with the factory, I use the shares stationed, then the shares of the factory, the factory produces your products, the profits you must be able to divide into 30%, 40%, then the 30%40% investment cost to your suppliers, my cost can always keep low and competitive space, this is our industry should consider many problems.

Moderator: what you have just said is very detailed. You can share your experience with our netizens without reservation. Mr. Zhang, I know you are also the master plan of many companies. Can you share with us the successful cases you have participated in?

A: there are several novelty in it, because we are longitudinal, pursuing meticulous and pursuing high profits. I once packed a pair of underwear, men's underwear, which was already thin enough to be male and not female. When underwear is made, we only make men's underwear, and then make a high-end underwear. Every underwear we use is a magic cube box, because when we were young, we used to build blocks and play Rubik's cube. We could take a lot of modeling on our hands. After we opened the magic cube, we could plug in a brand. Every panty had its own disinfection card, all of which had its birth control certificate, and it had its birth certificate, then made it very meticulous, and then it was very interesting. There was also a blessing message to write. Now the gift giving is mainly given to a boyfriend or to a boyfriend, or to someone, to send underwear, but the underwear must be packed very carefully. Then do We have also said that the cost of a pair of underwear is relatively high, and we also have a lot of room for improvement. First of all, we use less materials, but we really need to do very meticulous, so we have a very good response to enter the market at this point, because we can get the smallest position in the shopping mall, very small position, I only use 5 square 10 square, when I talked with a manager of a shopping mall, I said that you are the highest value per unit area, because I really sell better than some big brands, because our entry point is very easy. The second is a channel for the existing brand, so when many people are developing, the brand I plan is like monk and so on. When we are doing it, we have abandoned all single channels. In the current market environment, we should develop more diversified, because we are very clear about the business mode, or we are doing domestic terminal stores, or we can go to the terminal stores, such as metro, Carrefour, this kind of shopping malls, the other one can take a big circulation, and another is the Internet, otherwise you go to do trade, and the business mode should be these kinds. There are several kinds of products. First of all, we differentiate products. First, when I make fashion, I take the terminal, the first line market, and I have the high-end market, the middle end, the parity, the different styles, the different design teams, the differentiation of your circulation, your terminal, your hypermarket, your Internet and your trade. I believe that if an enterprise is single, it will be very difficult to survive, and it will be very painful to survive. If we do it together with our five channels, we should live very well, because I think there will be more than five entries in the intake pipe, so the enterprise should take a new development mode in the development of innovation, and then there is competition and survival. You need to be very clear about the product and divide the product concept.

Moderator: Mr. Zhang, in fact, many domestic clothing companies want to build their own brands, but some companies are also pointless, and do not know how to create the brand image. Do you have any experience to share with them?

　　答：其實所有的服裝產業的打造，分為幾種，雖然中國紡織業有八千萬人在從事，但是真正從事營銷終端的和品牌的做法真的沒有那么多，從八幾年開始然后到九幾年培養起來的人才應該是沒有那么多，而企業所起的速度是遠遠超過了人才這個速度，所以就變成了有很大的上升空間，這里面會變成一個不專業的人做了一些不專業的事情，所以才會導致了大家生存的艱難，我相信國內企業里面我建議兩點，大家生存的比較難的一個問題，第一個問題就是商品的嚴重同質化，家家都有，第二個過度的包裝，這是我對國內的服裝企業，我覺得是浪費錢又得不到好處的地方，我們再看現有的現狀里面，我們推廣的理念應該是有一些環保價值的，那么因為我今年又來到北京展館已經15次了，連續來了15年，沒有間斷，我每一次發現都有一個很深的感觸，特別是最近這幾年 Every year there are overseas exhibition groups. We observe every year. Our country only imitates or is seriously overpackaged. It is very luxurious, and the scenes are very large. Others only save a lot of money in products and design. So we have neglected two points. The first point is cultural construction. The second point is the essence of the product itself. I think you should pursue two things to do anything. First, how do you form differentiation? I am different from others. This requires original design, rather than imitation design, imitation design is the same. Second, how do you build your culture, and what is not culture will never go far. So we should be clear about that. So far, I want you to be clearer. So when we did it, we found that we attached great importance to packaging, but after entering it, our clothes really didn't work. People didn't pay much attention to packaging. After entering, the clothes were really good. The consumers should be totally different now, especially when the children's clothing comes down to 70 of the consumers. After 80, after 90, it should be totally different from our earliest consumption concept in 50s and 60s. At present, I suggest that one is culture, and the other generation's understanding and knowledge and culture are different. The essence of our product is that we should be beautiful in making clothes, and we should be good at making food and drink.

Moderator: Mr. Zhang because of the time relationship, the interview finally I want to ask you, do you have any suggestions for the future development of the children's clothing industry?

I think it is only two years of precipitation, the deposition of two years, the presence of foreign brands has greatly affected us, but in fact, it is also a promotion to the domestic market. But every time we upgrade, it is only after others that we have been promoted. We have no idea that the brand of Korean and Japanese brands has been stationed in the past few years. We do not know that all the Chinese companies are following Japan and South Korea. This is a good thing to do, and I do well with them. I sell them a little cheaper, but it is contrary to the essence of making the brand. We need to add value to the essence of the brand, but the result is that we have no way to add value, because we do not have original design. This is my advice on the brand culture and product construction. A: first, we have mentioned this point before. The suggestion of marketing channels is that we should have a clear understanding of what brand I want to make, where to locate it, who my customer group is, who to give it to, and in the future children's clothing market, with the improvement and recovery of our economy and the development of urban development, I have always considered that a golden time has just begun in the domestic market.

Moderator: I believe that in the future children's clothing market will certainly go better and better.