How Can Ningbo Children'S Clothing Industry Create Brilliant Achievements Again?

< p > 20 years ago, a break of a href= "http://www.91se91.com/news/index_c.asp" > children's wear < /a > created a legend, creating a short splendor of Ningbo children's wear.

Three years ago, the clothing industry in Ningbo once again launched a massive competition for children's clothing market.

But at the moment, Ningbo's children's clothing has not been compared with Shenzhen and Shanghai, no matter in terms of the number and influence of the brand, but also in the volume of products and the number of terminals.

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< p > < strong > brand into the "Warring States" era < /strong > /p >

< p > the children's wear exhibition area is becoming a special exhibition area for people to stop from Ningbo international clothing festival.

Several children's clothing brands like Ningbo, MINI PEACE, Bobbi Lele, spring sprout and so on are all appearing.

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< p > yesterday, the Ningbo goutu Di outdoor products company held a show show and launched 2014 children's wear and parent child clothing series.

On the same day, it was officially launched in the first outdoor brand, the outdoor outdoor store in the Oriental Plaza.

It also announced that another clothing brand in Ningbo has entered the children's wear market.

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< p > Lu Dunfeng, chairman of the company, told reporters that the current outdoor leisure activities in the country have brought about the dynamic participation of family members. Parents will take their children to get close to nature. Therefore, outdoor leisure clothes need to be developed specially for children. As the first outdoor leisure brand in China, groom is developing the children's wear series with sensitive market antennae, bringing children's professional travel equipment and all-round protection.

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< p > Mu Gao Di is a Ningbo garment enterprise that entered the children's clothing industry later.

Today's Ningbo children's clothing industry can be said to be a brand name. Since 2009, many garment foreign trade enterprises, processing enterprises, adult clothing brand management enterprises, and clothing capital have been gathered into the children's clothing industry. The domestic children's clothing industry has blown up a "Ningbo whirlwind".

According to the relevant information provided by the Ningbo Municipal Commission of letters, there are many new brands such as Patti, MQD, GXG, MINI Peace, Bobbi, Lele, Ma Wei, Ledishan, Xiang Ke, Didi deer, Simba Na and so on in Ningbo. Old brands such as spring break, spring sprout and Chinese fir children's clothing have also come to a new spring.

Ningbo children's clothing industry can be said to have entered the spring and Autumn period and the Warring States period. The number of children's wear brands has broken through 20, forming a unique children's wear brand square.

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< p > in 90s of last century, children's clothing once created the brilliance of Ningbo's children's clothing industry. The annual sales volume has exceeded 400 million yuan, ranking first in China. After that, the Chinese fir and spring sprout have entered the children's clothing industry successively, but later, due to institutional reasons, they failed to achieve sustainable development.

This time, Ningbo once again entered into the children's clothing industry, taking brand development and market-oriented orientation as a new starting point, and showing a bright star trend, and began to compete with Shenzhen, Shanghai and other children's wear leading enterprises.

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< p > < strong > weak in the initial stage of development < /strong > < /p >.

< p > although the < a href= "http://www.91se91.com/news/index_p.asp" > Ningbo < /a > children's clothing industry stars competing, it looks very lively.

However, due to the long development time and the monotonous management mode, Ningbo children's clothing industry is far inferior to the leading areas of children's clothing in China, such as Shanghai and Shenzhen.

The industry believes that the current situation of children's clothing industry in Ningbo is: only stars, no moon.

Most of the children's clothing brands in Ningbo are concentrated in two or three line cities, and none of them sell into the top 10 of the country.

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< p > AI FA Bei is the fastest growing brand of children's clothing that has risen in recent years in our city. Jiang Hairun, general manager of the company, told reporters that the brand of AI FA Bei came from France and entered the Chinese market in 2006. It is mainly located in the middle and high class children's clothing of a second tier city. At present, it has opened more than 300 stores in China, whose sales volume has exceeded 200 million yuan, and is the fastest growing brand in China's children's clothing industry.

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"P > Shan Shan children's clothing has also speeded up the pace of development after reorganizing the management structure.

Wang Xueping, general manager of Shan Shan children's wear, told reporters that the products of Shan Shan children's clothing have already opened more than 200 stores in the two or three tier cities in China, and the sales volume is approaching 100 million yuan.

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< p > reporter learned in the interview that whether the MINI Peace of Taiping bird group, or the new brand Tiger Patti, MQD and the old brand one stop, spring sprout and so on, the number of sales terminals is mostly below 300, most of the children's wear brands have annual sales of less than 100 million yuan, and some brands are slightly more than billion yuan.

This is far from the leading companies in other regions.

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< p > the leading brand of children's clothing industry in China is Barbara of Semir group.

The brand has more than 3000 sales terminals in China, with annual sales exceeding 5 billion yuan.

"All children's clothing brands in Ningbo add up, and their domestic sales are not as good as that of Barbara."

Insiders say, "our brand can be said to be at the initial stage of development, and far from the ideal of creating brilliance again."

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< p > people in the industry believe that judging the influence of children's clothing industry in a region should have at least several indicators to achieve the overall lead. First, the number and popularity of the brand, especially the influence of the high-end brands; secondly, the number of channels, annual sales and market share, especially in the large and medium-sized cities in China; besides, there are other factors such as the popularity of a single brand and the leading role of high-end brands to the trend.

Ningbo children's clothing has not yet been able to surpass other areas in these indicators at least.

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< p > < strong > to create brilliance, we still need to read "three character scripture" < /strong > /p >.

< p > compared to the adult clothing, children's clothing market is not loud enough, and the market competition is far less intense than that of adults.

This also provides opportunities for Ningbo children's clothing brand to seize opportunities and accelerate development.

Regarding this, Chen Guoqiang, vice president of the China clothing association and director of the Institute of industrial economics of the China clothing association, believes that Ningbo children's clothing should take advantage of the foundation and advantages of the development of the adult clothing industry, and read the "three character classics" of technology, art and sales, striving to create the development advantage in the children's wear market.

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< p > < < a href= > http://www.91se91.com/pioneer/ > > Chen Guoqiang < /a > technology is the index of clothing production and processing, quality control and control; art refers to the indicators of creative design, clothing design and brand positioning; and sales refer to brand operation, sales strategy and sales volume, market development and strategy.

The "three character classics" of technology, art and sales is the three core element of doing a good job in garment enterprises.

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< p > Chen Guoqiang said that nowadays the development trend of children's clothing has begun to merge with adults, and the trend of children's clothing is becoming more and more adult. Therefore, Ningbo children's wear brand can learn from the experience of adult wear in the aspects of production technology innovation, creative design and market sales, but it needs to deepen the selection and design of flour materials in order to meet the requirements of children's clothing.

"Children's clothing enterprises should make bold use of the innovative means of IT technology in production, design and sales, introduce new means such as ERP, CAD, e-commerce, financial software, data monitoring and evaluation to realize scientific management and operation. At the same time, with the help of internationalization, we can realize the great leap forward development of children's wear brand enterprises."

Chen Guoqiang said.

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Zhou Xueming, deputy director of the Municipal Committee of letters and commissions, suggested that the designers of Korea and many European and American countries came to Ningbo for cooperation in the past 2013 years. The Ningbo clothing enterprises, especially the newly established children's clothing enterprises, could conduct in-depth exchanges with them, and promote the development of children's clothing industry through international cooperation.

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< p > Jiang Hairun, President of the Ningbo Apparel Association's children's wear Specialized Committee and general manager of AI FA Bei company, told reporters that AI Bei Bei has expanded the electronic commerce and increased the sales channel's development strength. He hopes to develop the children's wear shop to 1000 in the near future, and compete for the top 10 in the Chinese children's wear market.

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