The Integration Of Resources In The Pregnancy, Baby And Child Industry Is The Most Important

Is pregnancy, baby and children an industry? In many clothing In the opinion of insiders, it is far fetched to call it an industry. When preparing for the Beijing Maternity, Infant and Child Products Industry Association, it encountered a problem.

"When the association was named, the leader of the competent unit said that it was really difficult to define the industry of pregnancy, baby and children, so we added the word 'supplies'," recalled Yang Hongling, deputy secretary-general of Beijing Maternity, Baby and Children Products Industry Association.

"One step of practical action is better than a dozen programs", although many people do not agree“ Maternity, baby and child industry ”But this does not prevent it from developing rapidly and becoming an enviable industry. With the efforts of thousands of manufacturers and distributors and the strong demand of consumers, the pregnancy, baby and child industry has gradually formed.

At the China Maternity, Infant and Child Industry (Shantou) Summit held on June 21, Deng Zhengxue, General Manager of Beijing Jingzheng International Exhibition Co., Ltd. (hereinafter referred to as "Jingzheng Company"), released the following data:

The number of children aged 0-12 in China has reached more than 200 million, and the economy of pregnant children is doubling every five years. In 2012, the market demand for pregnant and baby children in China exceeded RMB10 trillion and is expected to reach RMB2 trillion by 2015. "This is a sunrise industry full of unlimited business opportunities and vigorous development," Deng Zheng said.

However, with the increase of uncertainties in China's economic environment, which has affected the normal and healthy development of many enterprises, the pregnancy, baby and children industry is seemingly prosperous, but in fact, it is also full of crises. Most small and medium-sized enterprises have overstocked products and are short of funds. How can they turn the crisis into an opportunity?

This is a difficult problem to be solved by the China Maternity, Infant and Child Industry (Shantou) Summit.

　 Outside the venue: sharp suggestions for enterprises

On June 20, the day before the summit, Deng Zhengxue visited two local cities in Shantou with a group of people Clothing enterprises They are Shantou Kaidanni Underwear Industrial Co., Ltd. and Guangdong Jiexue Garment Co., Ltd. Unlike many other visits, this trip is obviously more popular with enterprises.

The first is the arrangement of visitors. As the sponsor of Jingzheng Pregnancy, Baby and Children Exhibition, Jingzheng Company not only brought its own staff, but also other important nodes in the industry chain: dealers, experts and media. Zhao Baojiang, General Manager of Henan Zhengzhou Little Wonder Maternity and Infant Products Co., Ltd., Zhao Shengxiang, General Manager of Guizhou Guiyang Jintong Trade Co., Ltd., Shi Hua, General Manager of Sichuan Chengdu Taifa Industrial Co., Ltd. and other well-known dealers in the industry are particularly pleased to come.

The first stop is Katani, a company specializing in maternity underwear, which was founded in 2005. From 2006 to 2011, General Manager Wu Rongxiong will participate in the pregnancy, baby and children exhibition held by Jingzheng Company in Beijing every year. However, in the past two years, the company has encountered a bottleneck in its development, and its inventory has overwhelmed the company. Wu Rongxiong has been looking for ways to break through the bottleneck. Naturally, this reception is also for this purpose.

After visiting the production workshop, the design room, and having lunch in the company canteen, Deng Zhengxue unexpectedly asked everyone to give suggestions to Katrina.

"We should improve the working environment of employees", "We should seize the heart of employees", "We should be good at propaganda and skillfully use the media", "Management needs to be strengthened, and toilet cleaning needs to be paid attention to"... Some suggestions that sound rather "harsh" Wu Rongxiong readily accepted.

The next stop is Jiexue Clothing. This is a clothing enterprise that is made by husband and wife. Chairman Li Jie and general manager Zhou Xueling are very affectionate. In their offices, pairs of ornaments can be seen everywhere. Multi brand operation strategy is its main feature: Ouliyao mainly makes thermal pants, and Xinshi bb operates pregnant babies Clothes & Accessories The products, non magic, are adult underwear brands. Xiaoyang Miya focuses on girls' leggings. The newly launched Elephant Tommy is also a brand of infant clothing.

In Jiexue Garment Co., Ltd., the visitors sat around with the heads of all departments of the company, and the electronic screen behind them showed red welcome words. The reporter was surprised by the sense of ritual. After the regular introduction of the enterprise, another unexpected link appeared: several department managers of Jiexue Garment Co., Ltd. threw three questions prepared earlier to the visitors:

"How to improve the influence of enterprise brand", "In the three links of R&D, production and marketing, where does the enterprise work better", "How does the infant enterprise win the competition of human resources".

One stone provoked a thousand waves, and the dealers, experts and media present changed their original role of questioning one after another, becoming doctors who "felt the pulse" for enterprises.

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　　 Summit site: thought exchange and story sharing

Yang Dajun, president of uta fashion organization, arrived in Shantou on the evening of June 20, which made several of his "students" very excited. As a well-known marketing expert in the fashion industry, Yang Dayun has also started to be active in the pregnancy, baby and child industry in recent years, and has accumulated quite a number of "fans".

"In the future, the number and proportion of children will continue to decline, but affected by the increase of per capita income and urbanization, Children's wear market There is still broad space for development. " However, Yang Dayun also believes that at present, most children's wear enterprises are small and scattered, and there are no big brands with absolute advantages. The market is full of opportunities.

"This year, affected by the general environment, many foreign trade enterprises are still hard to make money, especially in the pregnancy, baby and child industry spin Clothing foreign trade enterprises will not have a good time. 2014 will also be very tough, but if enterprises can survive, they can see the spring of 2015. " Yang Dayun suggested that enterprise leaders should prepare for a rainy day and make correct choices, especially focusing on channel issues.

"Fifteen years ago, both men's clothing, women's clothing and sports goods were faced with the problem that the channel relied too much on provincial agents, and provincial agents relied too much on secondary customers. This distribution method is very inefficient, but it is still used by many production enterprises today, which may cause the situation that accounts receivable cannot be collected. Relevant enterprises should take a warning." Yang Dayun's suggestion Pregnancy, baby and child enterprises We should broaden channels on the basis of establishing brand image and steadily expand the market share of private brands.

"E-Commerce is all about price, so the impact on wholesale is fatal. Fortunately, the return and exchange rate of clothing and articles for infants is very low, which has the natural advantage of e-commerce." Yang Dayun said that in 2013 and 2014, relevant enterprises should maintain sufficient cash flow, and strive to find new development space, so as to standardize operation and management from now on, Prevent higher price when going public in the future.

At the invitation of Jingzheng Company to make a speech, Lin Weijian, the chairman of Guangzhou Ligao Clothing Co., Ltd., originally planned to go abroad, but he changed his plan for the summit. On the afternoon of June 21, he told us how the power fruit was refined.

Different from many entrepreneurs' speeches, Lin Weijian is required to talk about "dry goods", which must be practical experience sharing. As expected, he shared the detour that Li Guo had gone through: Lin Weijian had always believed that he was not good at marketing, so he was very superstitious about professional managers. He had invited many high-end talents to do management, and spent up to 1.3 million yuan of annual salary to hire a Hong Kong management talent, but the actual effect was not very good.

"We should believe in our own ability and pay attention to training the company's internal personnel." Lin Weijian concluded afterwards, because they are more familiar with all aspects, have higher loyalty, can identify with the corporate culture and can be effectively implemented.

Adhere to the path of independent research and development, and do not copy or buy the version. This has led to Liguo Fashion Children's Wear and Liguo Beibei Fashion Baby Outwear.

"For the pregnancy, baby and child industry, at present, resource integration is quite important. All relevant enterprises should understand their own characteristics, find their own positioning in the market, and at the same time, cooperate with other enterprises to make up for their own shortcomings, and learn to borrow ships to go to sea." Lin Weijian said.

Reporter's notes

"Do something for the industry", which Deng Zhengxue has been emphasizing in recent years. After 10 years of development, the exhibition area of "Jingzheng" Maternity, Infant and Children's Exhibition has grown from more than 2000 square meters in 2003 to 110000 square meters in 2014, becoming the most influential maternity, infant and children's exhibition in China. As an exhibition company, it focuses on the development of the whole industry and takes the initiative to take the social responsibility of helping pregnant, baby and child enterprises grow healthily. Because of such leaders, Maternity, baby and child industry Our future must also be strong and vigorous.