Bright Children'S Clothing: Vitality And Industry

The potential space to be excavated in the market segmentation and the further stimulation of the bonus of the open second child policy have promoted the children's clothing industry to become the focus of the textile and garment industry.

At the same time, the upgrading of consumption has spawned market pformation, calling for the pformation and upgrading of product power and innovation power.

In this situation, how to walk and go to China's children's wear industry? This is a confident answer to CHIC2018's autumn children's wear exhibition area.

This exhibition includes the representatives of the independent children's wear brands, the sports brands that are more subdivided in the children's wear market, the brand of school clothes with high fever in recent years, and the important industrial cluster of children's wear.

: opening up the non ordinary tide boy movement generation.

Sportswear is another subdivision of children's clothing. As the leading brand of sports children's wear in China, XTEP children, starting from the style of "sports + cool", conveys the brand movement genes and the selling points of the products designed by Chao Chi, bringing the children unlimited vitality and opening up the generation of non ordinary children.

This exhibition,

Children mainly present sports performance series and sports life series products.

"With the surge of the national fitness campaign, it has become normal for parents to take their children in various fitness activities, and it is particularly important to protect children's high-performance sports equipment."

According to Yuan Xing, director of brand, sports performance series provides support and protection for sports through products with both functional and design sense. Through sports, children can constantly discover their own strength, tap potential and build confidence.

The application of these black technologies, such as gas ring, clothing cool dry technology, Yu Guang Technology and X-S.E.T motion elasticity technology, from head to toe, from the softness of fabric to the quick absorption of sports sweat, keep the skin moving and dry and comfortable.

In addition, from the details, we need to use special reflective materials to enhance children's visibility in the dark, and to reduce the impact of the damping system on shoes. There is no need to develop high-tech equipment to protect children's sports health and convey a better concept of sports life.

Sports life series is more partial to everyday life.

According to the introduction, the series's main theme is "fashion sense", which helps children to feel the power brought by "Sports" and "explore" to bring the sense of the world around them, and implant the concept of "life culture", play happily with partners and grow happily.

Green and health are especially concerned in the field of children's wear.

According to Yuan Xing, since 2015, from the extensive operation to intensive management, a reshuffle of the supplier team has been carried out, the monitoring of the supply chain links has been strengthened, the quality has been strictly controlled, and more green and healthy products have been provided to consumers.

Through design, technology, function, green and so on to mold product strength at the same time,

Children also focus on efficient links with consumers, enhance the added value of the brand, and guide and create a vigorous life style for children.

"With the help of online and offline resources, launching interesting, fun and beneficial brand activities brings about a non ordinary interactive experience.

At the same time, in brand communication, we should use all media resources to initiate interesting topics and content, and establish a non ordinary brand image.

Yuan Xing said that XTEP children is also a senior partner of many Chinese marathon running parents, CCTV children's strategic partners and China's next generation Education Foundation's long-term cooperative brand.

In recent years, with the help of IP marketing, it has become a hot trend of brand. XTEP children cooperate with a series of big IP, such as "Wangwang Li Da Gong", "Transformers", "Bobbi" and "SpongeBob SquarePants", which are popular among the children.

According to Yuan Xing, in order to stand out quickly in the new round of market competition, XTEP children carry out precise assessment of existing stores, withdraw part of agency rights, and constantly open up new sales channels and increase the proportion of quality stores.

Focus on quality resources, intensive cultivation, and seize a better business circle.

At the same time, we should cultivate elite teams, accumulate more resources and strive to go against the trend.

For the next development plan of the brand, he said: "XTEP children's business department has undergone a major reorganization in 2016 to find a better position to achieve more profitable growth in the future.

Over the past two years, enterprises have made drastic reforms in the fields of brand, commodity and retail.

At the same time, adjustment in operation management, R & D innovation and cost control is also being intensified.

Through this exhibition, I hope that on the basis of a good exposure of brand image, we should focus on more resources in channel development so as to strengthen the channel construction in 2019.

Eaton Kidd: leading the reform of Chinese school uniform industry

In recent years, school uniform has been the focus of many traditional clothing brands as a hundred billion scale subdivision. Eaton Ji De is a pioneer in this field.

The Jiangsu sodas Eaton Ji De international brand management Co., Ltd. is the Brand Company member of the sodas group of Jiangsu, a member of the central enterprises. According to Yang Yue, director of the company's planning, the company has been established for 9 years as the mission of "leading the pformation of campus dress in China and promoting the reconstruction of the value of common education". Starting from the practical problems of ugly, poisonous and opaque China's "face pocket school uniform", it is committed to starting from the design, exploring beauty, creating beauty, changing students' temperament, and initiating a democratic, sunny and pparent subscription process, providing a perfect after-sale service system and etiquette guidance system, providing an unprecedented case for the Chinese school uniform industry.

In addition, the company actively develops the international layout and integrates high-quality resources. It also operates the British TRUTEX school uniform brand, the campus accessories WILLIAMTURNER brand, the less lady dress Eaton Jeanne brand, and the sales scale of Eaton Ji De international school uniform in 2017 exceeded 600 million yuan.

"We are not just selling school uniforms, but providing a solution."

Yang Yue emphasized that in the past 9 years, Eaton's deep tillage school uniform industry has accumulated profound insight into the industry and has the ability to build bridges and dialogues between education and clothing.

To do a good job in school uniform is not only a good dress, but also an educational resource, and it becomes a mobile educational means in the design of the whole campus culture. Eaton has this design ability and plan ability.

"Up to now, we have provided educational support system for campus clothing system for more than 3400 famous universities in 30 provincial-level administrative regions."

Yang Yue said Eaton Ji De, guided by the "responsible consumption and production" and "quality education" in the sustainable development goals of the United Nations, began to create "better education" public welfare books and Eaton school education experiment, and jointly launched the "story field" children's philosophy reading public welfare project with the twenty-first Century Education Research Institute and the youth School of education, and participated in the Up-cycle abandoned project reconstruction project, to do a social experiment on "beauty".

During the exhibition, aiming at improving the traffic safety level of youngsters, especially primary and middle school students and increasing the visibility of children in the dark environment, Eaton Kidd signed a strategic cooperation agreement with 3M China, and supported by the China clothing association and relevant research institutions, jointly launched the "children's traffic safety protection initiative", calling on manufacturers to standardize the application of quality reflective materials in school uniforms and student accessories, and advocating the popularization of high quality reflective uniforms in more districts and schools.

In order to further promote the standardization of high quality reflective uniforms and accessories, Eaton Kidd and 3M China jointly released a public welfare poster featuring the latest reflective materials for children's traffic safety.

"In the future, Eaton and 3M will also carry out more innovative cooperation in the upgrading of domestic uniforms."

Yang Yue said that with the development of domestic consumption upgrading, functional school uniform is becoming a new industry outlet.

On the CHIC2017 (Autumn), Eaton Kidd showed his British school partner Trutex's Revive environmental protection uniforms suit with waterproof, wrinkle free, ironing and machine washable functions.

In the future, Eaton and 3M will serve as strong school uniform brand enterprises and technological innovation enterprises, and will further cooperate in depth.

"In addition to the gradual introduction of more reflective products for campus accessories, Eaton's winter jacket has also adopted a large number of 3M new Shirley cotton products, which can make the winter school uniform safe and warm."

Based on a variety of innovative exploration, Eaton Ji De also won the "national quality integrity benchmarking enterprise", "national quality inspection and stable qualified products", China International Clothing and Accessories Fair 2018 "CHIC Quality Award" and other honorary, and Phoenix actor alliance 2017 "annual public enterprise" finalists and other public welfare Awards, and twice boarded the Times Square in New York.

Jimo: the pformation of cluster town and original pformation

The Jimo exhibition group took part in the exhibition with 6 independent brands. It showed the characteristics of "safety, quality and fashion" of Jimo children's clothing, and fully demonstrated the determination and direction of Jimo's cohesion to build a famous city for children's clothing and the pformation from the processing base to the brand enterprise.

The mascot, "Jim", which had just been exposed to the children's wear festival in Jimo, also appeared in the exhibition.

Guo Kai, deputy director general of Jimo International Trade City Management Committee, introduced the development of Jimo children's clothing industry: Jimo, which has the name of "China's knitted knitted city", relies on the strong knitted garment production capacity, takes knitted children's clothing as a breakthrough point, and pforms from export processing to internal marketing, and promotes the emergence of the children's clothing industry in Jimo.

In recent years, with the adjustment of family planning policy, more clothing enterprises and clothing people have joined in the children's clothing industry. A large number of children's wear brands and enterprises have been spawned. With the advantages of "safety, quality and fashion", Jimo children's clothing has rapidly become the largest production base for children's clothing in Jiangbei area.

In 2016, at the national textile industry cluster working conference, the China Textile Industry Federation awarded the title of "China's children's wear city" in Jimo. Taobao also identified Jimo children's clothing as the first batch of children's clothing industrial belts to be supported by the first batch of the country, and is one of the ten major industrial belts to be supported. Jimo children's wear development has ushered in an opportunity period.

Efforts to create original, strengthen independent design, create national brand, has become a breakthrough in the pformation and upgrading of children's clothing industry in recent years in Jimo, and is also the direction of future development.

All of the CHIC participants are local brands in Jimo.

Guo Kai said that around the design and development of children's clothing, brand display, online and offline integrated sales and the pformation and upgrading of the entire children's clothing industry, the children's clothing city of Jimo was built, integrating the existing resources of children's clothing industry in Jimo, bringing together the advantages of children's clothing enterprises in Jimo and importing foreign children's clothing resources, and promoting the organic integration of different design concepts and different development ideas.

And Jimo children's wear Festival has been held for two years in a row, including the China children's Wear Industry Summit Forum, the Jimo children's wear cup, the Shandong children's model competition finals, the well-known children's wear brand show at home and abroad, the Qingdao designer's brand show, and the Jimo children's wear fashion trend publishing and so on.

Various innovative measures to jointly enhance the quality of children's clothing, market awareness and reputation in Jimo.

Carmen fashion: building multi brand matrix in deep tillage industry

In 1995, the Beijing Jia men dress Limited by Share Ltd, which was the first batch of professional children's clothing brand owned by ourselves, was founded in 1995. The three brands of water children Souhait, hush's Hush Puppies Kids and Haggis HAZZYS Kids appeared on the same stage. Compared with the past exhibitors, the exhibition area, scale and gas field were stronger, showing the operation mode of Carman's multi brand and internationalization.

"The three big brands jointly participate in the exhibition, on the one hand, because the high-end high-end hush wear children's clothing has been in operation for 5 years, and now it is also a relatively mature period.

In addition, HAZZYS brand, which is more positioned than hush, needs a good chance to show up. "

According to brand manager Du Jianli, the three brands have different characteristics of tonality and style, and form differentiated operation.

Water children believe that children's clothing not only brings children's fashion, but also brings children happy and happy life through fashion; hush's children's clothing mainly focuses on American leisure style, which mainly highlights the comfort of children while wearing clothes, and does not lose the brand's own characteristics. HAZZYS is one of the three famous clothing brands in South Korea. It belongs to the brand of LG fashion group of Korea, and is the main force of the luxury British leisure Academy.

In 2015, the company signed a contract with HAZZYS Kids China children's wear.

According to the introduction, Carmen apparel was established in 1992. It is a group and specialized children's clothing enterprise, covering all stages of design, research, supply chain management, logistics and sales.

In addition to the three brands that have been exhibited, the company has introduced more than ten international brand children's clothing such as KENZO, FENDI, ARMANI JUNIOR, HUGO BOSS, YOUNG VERSACE.

Ingenuity is the focus of Carmen's clothing.

"For brands, the key to determining the growth of sales performance lies in design," he said.

Because children's clothing industry attaches great importance to comfort and safety, good fabrics and workmanship are basic requirements.

If we can achieve these basic requirements and have our own unique design, the brand will occupy a considerable advantage.

Du Jianli said that Carmen apparel has been ploughing for more than 20 years in the field of children's wear, and has accumulated rich experience in operation. It is very familiar with the Chinese market and knows what style and price are suitable for the children's clothing market in China.

For the children's clothing market in the future, Du Jianli believes that the second child policy will inevitably lead to great leveraging. The high demand for quality of life in the second child family will accelerate the upgrading of children's clothing industry. "It is estimated that in the next 3 to 5 years, the children's clothing market will have a larger upswing space. Carmen clothing will seize the opportunity to continue to attach great importance to the comfort, safety and design sense of children's clothing, and create a good product that meets the needs of consumers in the Chinese market and at the same time meets the brand's own positioning."

Because of the promising development potential, children's clothing industry is also regarded as the last piece of cake in the textile and garment market. With the intensification of market competition, the blue ocean has gradually evolved into the Red Sea.

The rule of Red Sea breaking through the wind and waves is always innovation and change, return to products and services, and focus on creativity.

Through the performance of many children's clothing enterprises in CHIC2018 (Autumn), it is enough to show that Chinese children's clothing industry is actively creating changes, practicing the road of upgrading, and making people have more beautiful expectations for the future of Chinese children's clothing industry.