The Largest Production And Marketing Base In Zhili Children'S Clothing Industry Pformation And Upgrading

At present, children's clothing occupies 50% of the market share, only 30% of the brands, and most of them are in the one or two and three categories of cities, and 70% are in a state of no brand.

Although there are also outstanding performances such as Barbara, piglet, and so on, the popularity and concentration of children's clothing brands are still not high, which provides an opportunity for the pformation and development of the domestic children's wear market in 2012, and also makes the birth of the leading brand possible.

Huzhou Zhili children's clothing industry was developed in the mid 80s of last century.

Later, due to the development of handicraft industry and the convenience of water pportation, family workshops gradually formed a market town and pformed into children's clothing as a whole.

After more than 20 years of vigorous development, children's clothing industry is at the core, raw materials supply, fabric weaving, product research and design, quality inspection and so on.

Among them, the large number of enterprises has been extended by the market radiation, and most of them are family heritage.

Puqi, chairman of the ten children's clothing brands in China, said: "at present, there are more than 7000 garment enterprises registered in the register, of which there are independent factories and enterprises, with about 200 employees around 60.

If there are small factories, there will be more than 10000.

Accompanied by weaving

However, under the high reputation of "children's clothing wholesale towns", with the continuous impact of domestic and foreign markets, problems such as low industrial level, weak brand awareness, weak innovation ability, lack of planning guidance, slow pformation and upgrading are gradually becoming the key factors restricting the development of Zhili.

Weaving children's clothing pformation and upgrading slowly

According to Puchang, chairman of "today's child king", although Zhili occupies an important position in the domestic children's clothing industry, the enterprise concentrates strongly, but there are few enterprises with output value exceeding 100 million yuan, and most of their output value is around 50 million.

About 70% of the products are small and medium sized "pre shop and post factory" processing and production, and only about 30% of the enterprises have their own brands.

However, in the face of the strong entry of big names abroad and the change of the concept of "80" and "90" new generation parents, the consumption thinking of "parents who want to give their children the best" is becoming popular.

Obviously, the development mode of weaving children's clothing based on quantity expansion is out of date. Transformation and upgrading is the only way to solve the current industrial development.

"Big business, big brand, big market" is the direction of pformation and upgrading of our children's clothing, "said Shi Genbao, Secretary of the District Committee of Wuxing District, Huzhou.

However, after we visited dozens of large regulatory model enterprises, we found that there are still a large number of enterprises that are actively pforming and upgrading at present. Most of them are still satisfied with the current business mode, and their brand awareness is weak.

Zhili town sits on 135.8 square kilometers. In the town, children's clothing enterprises are scattered from door to door, which are started by family workshops. Their families are obvious and easy to reproduce.

After decades of development, market development has been relatively mature, and the current mode is not easy to break.

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In addition, the number of children's clothing enterprises in Zhili is huge, but in the industry.

Secondly, the design strength of Zhili children's clothing is weak and the innovation ability is not strong.

Faced with the pformation from "Made in China" to "Made by China", design power has become the core competitiveness of enterprises, which has attracted the attention of enterprises in the industry.

How to pform from "weaving children's clothing to weaving weaving" to "weaving brand + national processing" mode has become a pressing matter of the moment.

Zhu Zong, a famous brand designer of children's clothing, is famous for her design circles in Zhili. She said, "design talents are the most urgent talents in weaving."

The existing designers in Zhili are moving among enterprises, and their stability is poor.

In addition, the speed of weaving children's clothing is generally higher than that of other areas. The average winter wear is 5, and summer wear is about 8.

High production means the lack of original strength.

"The family has children" Tan said that the design of weaving is strictly "correcting".

Most of the enterprises are owners or bosses who are the design directors, paying attention to the trend of fashion in the form of buyers.

Designers are basically recreate according to the popular fabrics, popular colors or clothes that are provided by the boss.

If we imitate the copying board, we can also let the enterprises taste the sweetness in the early stage of the industry. With the arrival of the era of children's clothing brand consumption, Zhili and even the domestic children's clothing enterprises are facing the fate of being eliminated.

According to Xin Xin Wang Zi, Xie Zong, "at present, the development and design of children's clothing in Zhili is more of a reference and combination.

Large enterprises learn from the design of children's clothing in Europe, the United States, Japan, Korea and China, and small and medium-sized enterprises are mostly looking at the new products of large enterprises.

The lack of this design power has led to the fact that the core competitiveness of Zhili children's clothing is not strong, and the market of "quantity and speed" has begun to change.

How to improve the design power is the key to the pformation and upgrading of enterprises.

Third, the lack of planning guidance.

The focus of Zhili children's clothing industry is to gain external economies of scale on the one hand, and expand the market rapidly through the radiation of regional brands. On the other hand, it also brings disadvantages -- fierce competition among children.

The similarity of enterprises in Zhili makes resources and information sharing among large and small enterprises, but overall competition is obvious.

This also brings difficulties for the industry associations to fulfill their goals of common prosperity.

And employers feedback, they are unanimously looking forward to the industry chamber of Commerce and the government is committed to the development of weaving children's clothing greater and stronger.

Development trend: branding and e-business are two ways to keep pace with each other.

Looking at the current development trend of children's clothing in Zhili, the pformation and upgrading mainly focus on two lines: take the road of brand development or develop e-commerce.

It is reported that about 80% of enterprises still retain the original format, and nearly 20% of enterprises have entered the pformation step by step.

China's ten children's clothing brand "today's child king" is a typical representative of the brand development path.

In order to be more close to the trend of popularity and improve the design strength and core competitiveness of enterprises, as early as 2001, "today's boy king" stepped out of weaving, and set up a branch with design and sales as the main body in Shanghai.

Up to now, the marketing and design center has basically moved to Shanghai, and Zhili is mainly composed of production, processing and logistics.

This has entered the second tier city for the "king of children" brand, and has made adequate preparations with the international and domestic competition for children's clothing.

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In 2010, "today's child king" spent 20 million to build the original 3D HD animation series "today's children's world", which has been further promoted by the combination of culture.

Experiencing "entrepreneurship" and "pformation", today's "king of children" has entered a stage of rapid upgrading.

After twelve years of hard work, "today's child king" has twice won the "China's ten largest children's wear brand" and has become the leader in children's clothing industry.

However, comparison

With the development of e-commerce, we find that many famous children's enterprises need more and more e-commerce development.

Yu Zong, the former chairman of the famous brand "Zai Zai Yu" brand, takes the lead in perceiving the needs of enterprises and the development trend of the industry. He believes that in the next 3-5 years, the children's clothing industry in the weaving mill is bound to go downhill. On the one hand, facing the pformation and upgrading, it is already unrealistic to expand production. Second, at present, the main business is middle-aged people, and with the increase of the older generation, most of the young and dynamic two generation successors are unwilling to take over the original work and carry forward their development. Third, the existing talents in Zhili are mainly "versatile", and the owners of the enterprises are also design directors. Many of them have many jobs and are very versatile.

At this point, the birth of e-commerce platform is in line with the needs of local enterprises.

Sales and design talents are tight in pformation and upgrading

Facing the pformation and upgrading, Zhili children's wear main body absorb sales and design talents.

However, as for the special combat personnel such as lathe workers, revision engineers and so on, although recruitment is generally difficult in the industry, recruitment is good in Zhili.

This is mainly due to the superior location of Zhili.

Zhili town is located in the eastern part of Wuxing, adjacent to Anhui province.

Therefore, there are plenty of migrant workers.

According to Xie Zong, "Xinxin Wang Zi", there are about 200000 migrant workers registered in Zhili government, plus the unregistered migrant population. The proportion of local population and population in Zhili town is close to 1:10.

In addition, the salary level of Zhili town is generally higher than that of other companies in the industry.

In the weaving, a designer of 3 years of age is 4000-5000 for the average monthly wage and 5000-6000 for 5 years.

This has become the main driving force for attracting talents.

The shortage of salesmen is mainly due to the demand for terminal in the pformation and upgrading of enterprises.

The difficulty of introducing talents is a historical problem.

At present, the design talents in Zhili are mainly imported from neighboring cities and Guangdong area.

Another famous brand of children's clothing, Qiu Zong, thinks that apart from the flow of designers in the interior of weaving, there are also objective factors that lead to the flow of design talents.

"The construction of supporting facilities in the weaving yard is relatively backward. It is the main reason why talents can not adapt to the life and working conditions here."

It is understood that the normal working hours in Zhili are from 9 in the morning to 11 in the evening. The working hours are long, the intensity is large and the demand for money is fast. But the imported design personnel are hard to adapt to this high strength and perseverance.

And weaving as children's clothing

In order to solve the problem of weak design, on the one hand, all enterprises have hired high salaries, such as "China" has recruited a design talent with 200 thousand annual salary; on the other hand, some enterprises have moved the design center to the economic development areas such as Guangdong or Shanghai, such as "today's boy king" and "dazzling childhood". However, some enterprises have finally given up because of the difficulty of management and the unsmooth communication between design and plate making.

How to create the design strength in weaving? It is worth thinking deeply about the children's clothing industry, the chamber of Commerce and the government.

Facing the pformation and upgrading of children's clothing industry, where is the way of children's clothing in Zhili, where should we go?