The Core Of Competition In Children's Clothing Industry Is "Return".

In the past 10 years, Ye Xiandong, chairman of red, yellow and Blue Group Co. Ltd. Children's wear The main industry also involves many industries, such as investment, real estate, mining and so on. But recently, Ye Xiandong realized that he could no longer "spend his heart" and "return to his heart".
The core of competition in children's clothing industry is "return".

Ye Xiandong told reporters that he had seen others do what he wanted to do before. Others are listed, and they are preparing to go public, but the problem is to know what kind of enterprise they want to be. "Different ways of doing things will produce different results. Some things may not work well if you work hard." He often uses "peace of mind" and "peace" to warn himself. In his view, "the vast world, what we need is single-minded, extreme differentiation, only have word of mouth, only fans."

Returning to the source

Lv Yihao, vice president of Boshiwa International Holding Limited, also recognizes the importance of returning to the source. In his view, when enterprises develop to a certain extent, they can do some complementary industries, but do not blindly cross industrial diversification. "Extensive diversification is a fatal disaster for enterprise development. You may just start to adapt to a new field when you enter a new field, but you will encounter great resistance if you go deep into it, just like other industries enter the children's clothing industry."

"Diversification will dilute the management radius of enterprises, and can not touch the end. I used to hit the wall with my hands, and I felt it hit cotton after diversification. Lv Yihao pointed out that enterprises should never feel that they can do everything, or do professional things.

In this regard, Wang Yuyu, chairman of the Wenzhou keto Clothing Co., Ltd., Keke tree brand, has a deep feeling. "Not greedy" is her most profound experience in recent years. According to her introduction, keto tree used to "greedy" to expand its career and expand it as a child, but dealers and markets did not accept it.

"We must concentrate our attention on product research and development, strictly control the quality of products, consider the needs and changes of children at special age stages, and do our best to make good use of the original advantages. There is no need to make a large scale. " Wang Yuyu expressed the hope that we can think of "Keke tree" immediately after mentions "juvenile dress".

Pei Li, general manager of Tianxiang Garments Co., Ltd. in Dongguan, says that God is fair, and you can't be very strong in all fields. "Enterprises must first make good living and then talk about development."

Pei Li said that any commodity should start from the needs of consumers, and the rest would be icing on the cake. "Operators should return clothing The essence of mentality to run clothing, see the mountain or mountain era has arrived! "

Qingyun, chairman of Foshan City Nanhai Fogg Pingzhi Clothing Co., Ltd. also said that the core of the future brand competition comes from the change of user thinking centered on consumers. Consumers change from perceptual consumption to rational consumption. They prefer to consume their most satisfying products at the most appropriate price and the most enjoyable way.

Like Wang Yuyu, Zhao Jianhe, chairman of Fujian Green Group Co., Ltd. also believes that the word-of-mouth of products is the best publicity for brands. We should pay attention to product research and development and innovation, so that children's clothing can be more distinctive and avoid adults and homogenization.

Cheng Linna, assistant director of Beijing Carmen Fashion Co., Ltd. believes that future children's wear. market The competition is no longer just the competition between products and prices, but also the competition between brand value and brand culture.

"Good brands need not only the best product development capabilities, but also a large number of effective facts related to the brand image. It includes marketing behavior, communication behavior and personal behavior. These are the dynamic manifestation of brand values. Cheng Linna said.

Cheng Linna said that only by adhering to the brand characteristics in the competition and improving the brand core in the confrontation, can the brand with clear brand goal in the development be able to stand the training of time and market, and become a viable and influential brand of children's clothing.

In order to ensure the competitiveness of products in the terminal market, it is impossible to optimize the supply chain.

Optimizing supply chain

"For any clothing brand, supply chain is very important. Why is the international brand rate lower than ours, but the profit is much higher than ours? The most important aspect is that they have a powerful, fast and effective supply chain system behind them. Chen Dapeng, executive vice president of China Apparel Association, said.

According to him, Jiangsu CHENFENG group has 40 million output per year, but 30 million of them are processed by UNIQLO. The cooperation between the morning breeze and UNIQLO is a comprehensive cooperation in the supply chain, from yarn procurement to weaving, printing and dyeing, design, sewing, logistics and many other links.

Xu Bo, general manager of the Barbara Business Department, is very impressed. Recently, he has been busy looking for excellent suppliers to go to Dongli to find the best fabrics, to order the best trousers production factories, and seek cooperation with UNIQLO's OEM companies.

"Many entrepreneurs are born in the market and concentrate most of their efforts on channel construction, market development and brand promotion. They seldom pay attention to the supply chain. They think that the supply chain has a production director or a purchasing director. That's enough. The supply chain management is too big for them to take time to study." Xu Bo sighed.

In Xu Bo's view, clothing brand enterprises should spend more time integrating the supply chain, making the best quality and giving consumers the best experience at the most suitable price, so that they can be suitable. market Demand is the advantage of brand enterprises.

Lv Yihao also believes that supply chain is a core issue for enterprises. Doctor frog has hundreds of millions of yuan purchase every year, and the volume is very large, so many processing enterprises are willing to take orders from the company. The price war caused by an order is very common.

"It is possible that the big suppliers at that time will have a higher price than the small suppliers, but if you do not consider that the support from the big suppliers to the brand is systematic, even if you can save some processing fees, but the quality is not guaranteed, and the quick reaction speed is not enough, it will be easy to generate inventory." Lv Yihao said that when the enterprise reaches a certain scale, there must be an excellent supply chain system.

Zhang Liangyi, chairman of Guangdong pig pig clothing Limited by Share Ltd, has been doing garment processing for 30 years. He has a clear understanding of the supply chain and is familiar with the problems existing in the supply chain.

Zhang Liangyi said, now many enterprises become bigger, it is easy to appear "big business disease", an order has been peeled layer by layer, the original cost of 1 yuan has been increased to 2 yuan, the quality can not guarantee. Piglet's innovation of the supply chain business mode is no longer the order processing to the processing enterprise, but after the product is designed, the cost accounting is made, the final cost is determined, and the order is distributed to different teams of the purchasing department, and the teams are looked for the enterprise order.

Because of the start of processing, Pu Xinquan, chairman of Huzhou today's Clothing Co., Ltd., has retained a factory of hundreds of people in Huzhou to create an internal supply chain. Since last year, he has continuously introduced advanced equipment and upgraded the supply chain system. The effect has been especially good and the cost has dropped a lot. Later, he began to reform the sewing workshop.

"In fact, the sewing time is very short, and most of the time is wasted on transportation. Last year, the company introduced the hanging system, and it came down a few months ago. It was very emotional. Not only did it improve efficiency, but also the workers' appearance, meticulous management and standard working hours were greatly improved." Pu Xin Quan said.

Obviously, to cope with the new normal development of children's wear industry in the future, children's clothing enterprises must return to industry on the basis of optimizing supply chain.