22 Years Of &#34, &#34, And 9 Square Meters Of Small Shops To Achieve The First Share Of Children'S Clothing.

In recent years, the domestic garment industry has been sluggish, is an indisputable fact.

In the context of the slow growth of adult clothing market and the trend of saturation, the fast growth of children's clothing market is particularly bright. It has become a new growth field in the clothing industry.

China's children's wear industry started late, and is still in its growth stage. It has the characteristics of rapid growth of market demand and growing space.

After 20 years of development, it has become the ten famous children's wear brand in the morning, and it was officially listed on the Shenzhen Stock Exchange in the morning of June 1, 2017.

Since then, the first children's clothing enterprise that landed in the A share board market has finally settled.

On the market of the Shenzhen Stock Exchange

One

Cao Zhang imitated business circles to make clothes.

In 1991, Cao Zhang graduated from the Department of mechanical engineering of China Textile University, and worked for two years in a state-owned textile machinery factory in Wuxi. Until the end of 1993, he went down to Shenzhen to make a living.

When Cao Zhang came to Shenzhen, his first job was in an electronic factory in Nanyou. He inspecting products every day on the processing line, writing reports and making quality management. At the beginning, the monthly salary was only 600 yuan.

"I think it's a settled process.

I want to survive, I can at least drop here, which company can give me salary, even if it is 600 yuan, 800 yuan, 1000 yuan, give me a place to live. "

Cao Zhang said.

In 1994, Cao Zhang's college girlfriend, Wang Jianqing, graduated to Shenzhen to make costume design.

Wang Jianqing took the index of Shenzhen accounts, which was a great thing in 90s.

Although Cao's monthly salary has reached 1000 yuan, his career has not really started yet.

At that time, Cao liked to read inspirational books most. Through reading, he encouraged himself and found his way in confusion.

Cao Zhang said, "Li Jiacheng and Ceng Xianzi have the greatest impact on me. After reading these books, I began to analyze, and I said I would start contacting the market from sales, because I saw them doing so.

Ceng Xianzi was selling clothes and ties along the street, and Li Jiacheng was making plastic flowers.

"I'll talk to my wife. I can't earn 1000 yuan here," she said. "When we graduated from Donghua University, we started with clothing. The foundation of clothing was relatively low. It's easier to do. I said yes, but I don't understand clothes at all."

Everything started from scratch, and Cao Zhang found a man's shirt company.

On the night before the interview, under the guidance of Wang Jianqing, Cao Zhang crammed all the textile professional terms such as cotton, linen, wool, 21 yarns, 32 yarns, and finally failed because of lack of experience.

"I will not be reconciled, and call again and run over to say if he can give me a chance. I don't know much about it, but I will learn it by heart, and he will be touched by my sincerity."

In this way, Cao Zhang obtained the entry permit for the clothing industry.

Cao Zhang worked in Shenzhen

Two

Husband and wife children's clothing business to accumulate the first pot of gold

In 1996, Cao Zhang was a sales manager in a women's clothing company, and his wife, Wang Jianqing, was designing a children's clothing company.

At this time, a relative of Cao Zhang decided to invest in entrepreneurship, and found Cao Zhang and his wife who had experience in clothing industry.

"My wife suggested making a woman's dress. I analyzed it and thought it was too competitive for women's clothing. At that time, children's clothing was almost blank. I thought I could try it, and then opened the first shop in the women's world."

The women's world is located in the bustling Huaqiang North Commercial Street in Shenzhen. The children's clothing store of Cao Zhang and Wang Jianqing is on the two floor, only 9 square meters.

Store rentals cost five thousand or six thousand yuan a month, and they only have 20 thousand yuan of liquidity. They must deal with the purchase, rental and other daily expenses.

Despite the pressure of funds, Cao Zhang decided to put the shop in the women's world. What he sees is the huge consumption power brought by the dense flow of people here.

"On the first day of business, it sold seven hundred or eight hundred yuan, and at the most time it could sell ten thousand or twenty thousand yuan a day, so it was too busy to eat a meal from morning till night."

Cao Zhang, in an interview with the media, recalled the shop of Huaqiang North, saying: "at that time, the shop was diagonally opposite to the children's clothing shop. The boss was an old lady, who didn't know how to get goods, but did not know how to match it. Every day we copied our shops, which diverted a group of tourists. This prompted me to have the determination to change."

The wife of Cao Zhang Xue designed to get goods in Humen and other places, but did not sell directly as the original sample. Instead, she sold the whole batch of goods to the factory after modification and sold it after her own small design and change.

Cao Zhang caught up with the development of the domestic children's wear market, and with Wang Jianqing's ingenuity, a large number of takeaway orders were cut in their store and matched with new tricks.

In the first year of operation, the net profit of children's clothing stores was hundreds of thousands of yuan, and the accumulation of gold in the first pot was so fast that Cao Zhang did not expect it.

Cao Zhang's original starting point was just to keep up with the old lady's children's clothing shop.

"The beginning of the day has become the beginning of the brand. I have only taken a little effort."

Cao Zhang's "strength" is 22 years.

Cao Zhang and his wife Wang Jianqing

Three

The market has forced the creation of brand names and self-employed entrepreneurs.

The brand image of aner children's clothes, the naive rabbit logo and mascot, is one of the reasons why ANN has harvested many young moms' hearts.

Logo is now used by Chen Shaohua, one of the designers of the emblem of the Beijing Olympic Games.

The two small rabbits outlined by the simple lines and their ears are closely interlinked, which adds infinite affinity to the brand.

Cao Zhang said, this represents the parents and children nestled and guarded, and the positive vitality of ANN.

In the couple shop stage, Cao never thought about the brand problem.

When he started designing the brand, he was forced by the market behavior, and the channel and cognition accumulated by Cao Zhang before doing business played a key role here.

In 1999, by chance, Cao Zhang met a store manager who had known his previous sales.

The manager invited Cao Zhang's children's clothing store to enter the shop because there was a brand withdrawal.

"After entering the shopping mall is formal, to register companies, registered brands, these things can enter, otherwise you can not enter.

However, we don't even have a computer, so the design company simply can't afford it.

Then my wife borrowed a computer from a company with VIP cards, and found several pictures on the computer.

Although the image of Nair rabbit has changed almost since then, he has been following the inspiration and implication of Wang Jian Qing at the beginning of his brand creation.

At that time, water boy and pig Banna had just been set up. Semir only launched Barbara children's clothing brand in 2002 6 years later. The paw in paw children's clothing of Korea's clothing and love group was late to 2006 before entering the Chinese market.

Nowadays, these brands, together with Cao Zhang and his wife, are basically the six words of "famous brand of children's clothing" in addition to the children's clothing market of sports plates.

In September 20, 2001, Cao Zhang and Wang Jianqing set up a year old clothing and began small scale recruitment.

The two have also become entrepreneurs from the self-employed.

From 2001 to 2009, year Fu clothes entered a period of rapid development. As of 2009, the number of children's clothing stores directly owned and joined has reached 900, with sales exceeding 200 million.

Cao Zhang said: "the clothing industry in China is the same at that time, that is, the draught.

You see all the sports brands now, which is not a few hundred a year.

At that time, I expanded to expand and expand, anyway, which mall opened up, said you are good, come on, we will design a map, we will open it in.

The mall store

Four

Cao Zhang seize the electricity outlet, taste the sweetness.

Relevant data show that in 2008, although China's economy was affected by the financial crisis, e-commerce has achieved a trend of growth, with a growth rate of 97.9% and a paction scale of 81 billion 230 million yuan.

At the beginning, Cao didn't know much about e-commerce, and didn't notice its rapid growth.

Later, I heard that there was a Shenzhen children's wear brand, which only did 2 million business on the day of double eleven. Cao Zhang immediately signed up at Taobao University.

Cao Zhang said, "in order to memorize the word" Juhuasuan "from the morning to the afternoon, I find it hard to remember this word. The teacher is going to have a test. He went on talking for a long time. There are several ways to promote sales, and I forgot it in the afternoon.

Cao Zhang still remembered that in the Taobao class, the teacher told the boss of the entity business that the Internet company could take the road of industrial development for more than ten years in three years.

"I said this is a trouble. We don't know what the young people really like."

After completing the course, Cao Zhang took several employees and fumbled for Taobao.

For the first time in Juhuasuan, the craziness of sales has made Cao Zhang an eye opener.

"The first time I made Juhuasuan was a coat and a sweater. At that time, thousands of pieces were prepared. I said it would be an activity. Could it be sold in a day?"

I said it was too divine. We were out of stock. We sold all the cowboys and more than 1000 camouflages sold before.

Although not the first batch to do business, but with the accumulation of the line and the diligence of the latecomer, he soon came to the fore in the new business platform.

In the double 11 activities of Tmall mall in 2014 -2016, the flagship store ranked fifth, sixth and seventh in children's wear and children's clothing category store rankings.

Cao Zhang said, "the first time was very exaggerated. I was going to see a little face two of Tmall, and I could not see it for several hours at the door.

But then their little two came to our company, and now they are talking directly to our company about the annual plan.

The pace of development over the past two years is also very fast. We have increased the Internet business. "

Cao Zhang gradually found out the essence of e-commerce and strengthened his belief in doing business.

Cao Zhang said that many Amoy brands have achieved rapid growth in the short and fast way, but they still have fatal weaknesses compared with offline brands.

The main existence of brand accumulation and supply chain, which is related to the quality of products and the stability of production, but also directly affect the confidence of consumers.

"I did customer research and asked some mothers, if you didn't see this brand in the entity store, would you buy it on the electric business? Almost everyone answered no, so she felt a foundation for the store."

The prospectus showed that, in 2014, 2015 and 2016, the sales revenue of an electric business channel accounted for 11.77%, 16.82% and 24.32%, respectively.

It is not hard to see that despite the rapid growth of the electricity supplier, the entity under the line is still the largest volume and the highest profit contribution.

For several major channels for future profit growth expectations, Cao Zhang's mind also has clear sorting.

Cao Zhang said: "the fastest growth is the electricity supplier, the growth rate of more than 50%: the physical store is divided into two categories, one is the traditional department store, and another is the shopping center.

The growth rate of our shopping center is also very fast, 30%, 40%; the physical store is the traditional one, and this is a slight decline.

Ann's shop

Five

2046 agreements between Cao Zhang and ANN

Since 2010, there has been a very interesting change in the Chinese children's wear industry.

In the big environment, he faces the pressure of "internal and external troubles".

"Probably from 2000 to 2010, all enterprises are doing one thing, that is, increase the price, you only need to increase the price to sell.

What was the biggest problem at that time? Our price was too low.

At that time, we thought foreign brands were so good that shopping malls always put pressure on us, and your prices were low, so you went to the mall.

At home, because of the fierce competition in adult clothing, many enterprises have come in all over the world and want to get a share in the blue sea of children's clothing.

For example, Semir group developed balbala children's clothing brand, and Lining and other sports brands also began to add children's wear series.

"Before 2010, you just opened a shop, considering the annual growth of 30% or 50%, but at that time it felt that growth was a little difficult, and many competitors came in and had this kind of pressure."

Cao Zhang has a clear understanding of the market environment, and he has a clear plan for his positioning.

"I don't think most people want to be children's clothing all the time. Everyone sees it coming in, and when this competition reaches a certain level, everyone will run to new fields."

"And I am a very determined person. I feel that this is my position in children. I regard it as a child, and I care about it.

I believe that after many years, the market has met with the watershed, so I feel that attentively and attentively do one thing without having to worry about others.

In the face of surging market, Cao Zhang's insistence and intentions are the steady sea needle of Ann's steady development.

According to the statistics of the China Federation of Commerce, in 2015, the total sales of children's wear products ranked fourth among the major retail enterprises in the country, ranking second in three aspects: domestic brands, non sports brands and children's wear brands.

In March 2016, the "brand" was awarded the fourth "China's ten largest children's wear brand" by the China Fashion Association.

Cao Zhang said he would focus on the future.

The positioning will not change, but the product category will expand steadily under the condition of ensuring the main business.

In the children's clothing enterprises, the storage of talents and the management of precipitation are very important.

Such as cross-border IP cooperation, and hire young designers to enhance brand names.

To accumulate enough to extend it step by step.

"Last year we made home furnishings, and this growth is also very fast.

In 2017, we launched shoes, but our current position is mainly in accessories and schools.

Children's related products, including washing and care, are all very good developments. "

Cao Zhang put forward a "2046 vision" for ANN, hoping to be a mainstream brand in the Chinese children's wear market in the 50 years when he founded it.

Cao Zhang said: "Ma Yunding is 102 years old, big man, I think first, I am certainly not ambitious. Second, I feel very critical, I can not live that day."

But 2046 is still possible. By the time I was more than 70 years old, I was older then, and I hope to see the two little rabbits still alive and healthy.

Cao Cao and Jia Nailiang, the spokesperson of ANN.

Six

Ann: to make "different comfort".

Ann's children's clothing is an early entry in China.

One of the brand clothing enterprises has experienced the main development process of the children's clothing industry in China, and has the advantage of first mover.

But in the fierce competition environment, we must have a lot of excellence in being the top ten children's clothing brands in China.

First of all, in positioning, the children's wear is the middle and high-end line, which fits the psychology of consumers.

In order to ensure the healthy growth of children, families will choose to buy children's clothing with quality assurance and good reputation, but not too sensitive to price.

Cao Tsai, who is well versed in the psychology of parents who love their children and has no trouble in their children, has done a lot of work in quality.

Secondly, in business mode, he uses private brand professional retailer (SPA).

Brand control over commodity planning, design, production, logistics and sales links no longer emphasizes "full ownership" or "partial outsourcing", but "full participation" and the establishment of its own retail channels.

ZARA, H&M, UNIQLO and other fast selling clothing brands are typical representatives of SPA mode.

Cao Zhang and his wife, who came from Textile University, are different from the clothing entrepreneurs who are halfway through the business.

They attach great importance to product design, personally lead the company to design and research and develop teams, and have been exploring and innovating for a long time, and have accumulated rich and profound industry experience and sensitivity.

For adult clothing brands, "fashionable" and "fashion design" are almost the most important reference standards for consumers. This is precisely the short board of the domestic clothing brand, which has always been against the international brand, so the gap between the two sides is bigger and bigger.

stay

The situation is different. The particularity of children's body makes them have higher requirements for the comfort and safety of clothing.

So when parents choose to buy children's clothing, first consider whether the fabric is comfortable and safe, whether the style design is easy to wear off, whether there are safety hazards and so on.

The second is the price bearing capacity, the novelty and other factors.

In 2008, he put forward the brand concept of "different comfort".

Based on the product development of fabric and fine dyed fabrics, all the manufacturing processes such as yarn selection, weaving, printing and dyeing, finishing and garment processing are monitored and monitored to ensure that all processes are environmentally friendly dyes and safety auxiliaries.

In the process of production and processing, like most other clothing brands, he doesn't directly engage in processing and manufacturing.

It is to achieve product processing and manufacturing through outsourcing, and to set up factory inspection and participate in quality inspection of all links in the production process, so as to control product quality.

At the same time, after many years of marketing practice, he has gradually established a terminal retail network with wide distribution, direct integration, direct channel to market share, well known shopping malls cooperation, and online and offline integration.

Only in the whole

In the depressed situation, the listed clothing brands, such as Metersbonwe, Pathfinder, seven wolves and so on, have had a hard time and difficulties. Even though they are successfully listed, they need to face fierce market competition.