Future After Competition

Visiting entrepreneurs visited the 365 life hall in Shanghai and exchanged ideas.

Xu Bo, general manager of Barbara, also believes that the market potential of Chinese children's clothing is definitely more than 100 billion, and it should have a scale of 200 billion.

But from a single brand sales is still very low, now balbala single brand is also more than 10 billion, doctoral frog multi brand is also 2 billion, the future single brand breakthrough 10 billion will become possible.

Even if you can achieve 10 billion, it will occupy 5% of the market and the market potential is very large.

At the same time, he said, the consumption structure is changing and the consumption concept is changing.

"Balbara's consumer group is 76% after 80 parents."

According to Chung Jung Yong, chairman of Shanghai Rong Chen frog Co. Ltd, Dr. frog was listed as the best investment company in the United States and the United Kingdom when the roadshow was listed, while foreign capital research on Chinese children's wear market was very thorough, and they all agreed that China's children's clothing market in the future.

Through the road show, Zhong Zheng used to see the status and future of Chinese children's clothing industry.

"Children's clothing industry is a very promising industry, because children's clothes are not worn because they wear out, but they can not be replaced."

Zhong Zheng said happily.

Cao Shengkui also said that now the international brand is very optimistic about the Chinese market. This time he went abroad to have a great deal of feeling. Many international brands saw that your business development was good. They asked for cooperation. "This year, the water boy will introduce three international children's clothing brands."

Obviously, the next 5-10 years will be an opportunity for the development of children's wear industry in China.

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Challenge not to be belittled

"In the context of the healthy development of China's economy, the huge market potential provides a very good condition for our brand development, but the children's clothing industry is also facing many challenges and unknown."

Chen Dapeng said.

According to him, in 90s, many international brands entered the Chinese market and seized the first tier market in China's first tier cities.

Before and after 2004, a large number of fast fashion brands entered the consumer's shopping concept. "Imported brands are not only luxury goods, they can be very cheap and fashionable."

Over the past few years, many first-rate luxury brand children's clothing has entered the Chinese market rapidly. A group of fast fashion brands such as ZARA, UNIQLO and so on also run children's clothing, and sink into China's two or three line market through channels to rapidly expand China's market network.

"Now is not the wolf, but the wolf has been around us. Many clothes can not sell the domestic brands, but the international brands can sell. Many cities do not go to the domestic brands, but the international brands are gone; meanwhile, domestic leisure, men's wear, women's wear and other categories of enterprises are also beginning to penetrate into children's clothing."

Xu Bo said that the competition for children's clothing market will be more intense in the future, and the pressure will be greater. The cost of future channels will further increase.

"On the one hand, it is the growth space of the foreign children's clothing brand to suppress the local clothing brand, on the other hand, the development factors of the coastal areas, such as labor, raw materials, electricity and other brands are undergoing dramatic changes, affecting the development of the enterprises."

Chen Dapeng said that the domestic children's clothing industry is facing multiple attacks.

Meanwhile, in this salon, we all said, "the pressure from the adjustment of domestic department stores is increasing."

"Now Beijing department store business is being extensively adjusted and upgraded. International brands have entered, and domestic brands have come out."

Cao Shengkui said it is estimated that the overall adjustment of the national department store industry will start soon.

His comments were approved by Zhou Xuncai, chairman of Fujian finance and Mao Group Co. Ltd., Zhou said that now the "eight nation coalition forces" have entered the city, and the local brands are beginning to withdraw. This is not unique to Beijing.

Zhou Cai Cai was originally an exporter. Now he is turning to domestic sales. The construction of channels is the most troublesome problem for him. In recent years, the game with shopping malls has made him somewhat "unable to eat".

"Now entering the shopping mall is to work in the mall, with a high point of deduction, not to enter the mall, but to open a street shop is to work for the landlord, the rent is rising sharply every year, almost 30% of the sales revenue."

This is a fact that can not be changed.

But Cao Shengkui also sees business opportunities and directions. "The adjustment of department stores brings pressure to us, and indicates that the market needs and needs high-end products. We should fill this gap. At the same time, the market is broken down, so we have to make good market positioning."

Zhong Zheng Yong is also optimistic about the future. He said that the prospect of Chinese children's clothing market is objective, because today's children are not dressed without clothes, but what clothes they wear can truly reflect future children's happiness.

"At the moment, opportunities and challenges are at the same time. The key is whether we are ready or not? Do we have confidence?" Zhong Zheng Yong said.

In the new period of development, whether the market belongs to you or not depends on how you do it. When opportunity comes, we either rush ahead or fall down.

Cao Shengkui said.

Need common progress

"We are colleagues and friends in the industry, and we are also a competitor in the market.

Why can we sit together today? Why are we sitting together? "Asked Chen Liping, chief operating officer of Shanghai Rong Chen frog Co. Ltd. on salon.

She said that Chinese children's wear brands have been working in the Chinese children's wear market for many years and have their own industry status.

In the course of its development, there must be many experiences and lessons, which are valuable textbooks for the whole industry.

Sharing their own experience and lessons, discussing the problems and future of the industry together, the whole industry can make collective progress.

"This is the main reason why we can get together every time."

Chen Liping believes that sitting together is not a market share. If we divide the market, people will die.

Because this cake will be split up one day, and when we all share the cake, it will not taste good.

In her view, the market is a big garden, we should carefully take care of their own garden, only careful irrigation will have a steady stream of harvest; only the brand segmentation, the whole market will blossom.

"Make the individuality and uniqueness of the brand bigger and stronger so that the garden of the market can be lively and full of vitality."

Zhong Zheng Yong also said that China's economic and international docking can not be separated from enterprises, enterprises can not do without the industry, single enterprises do better and useless, must be an industry to do well in order to compete with the international.

"The most important thing is the value of the word" China "." we are not an enterprise, an industry, but a country. "Therefore, it is very meaningful for the Chinese clothing association to hold a salon once a year.

Zhong Zheng Yong said.

Lin Xiangyang, general manager of Fujian Baode Garments Co., Ltd., also believes that the Chinese children's clothing enterprises should have a cohesive force and form a resultant force in channel development.

"We all have their own advantages among different enterprises. We need to learn from different advantages to integrate and make rational use of resources to get out of a new path," said Lv Zhiyong, vice president of Beijing Parker Blue Limited.

"China's children's clothing industry has been deposited for more than 10 years, and now is the time to make efforts."

Zhong Zheng said that he was very happy that the China clothing association could take children's clothing as a pilot, as a starting point, so that we could sit together to exchange and cooperate.

In his view, peers can sit down and show that we are a collaborator and a big family.

Only in this way can global competition and industry competition be tackled.

"If every children's clothing enterprise can achieve 10 billion sales, then we have the right to speak in international colleagues."

Zhong Zheng Yong said, "I see the future in this industry."

New thinking is needed.

"We have a very good advantage is the market, and this market is valued by the whole world. We are not narrow minded. We must cherish the world.

We need to link our industry with global resources, and turn back to integrate China's industry and become a Chinese market. Only in this way can we compete with the world's peers.

Zhong Zheng Yong believes that to participate in international competition, we must have an international thinking.

Now, doctoral frog is able to integrate international resources with international industries, information and capital through listing and internationalize operation.

In the view of Zhong Zheng Yi, Chinese children's clothing enterprises must "go out" because the eyes, pressures and responsibilities at that time are different.

"Listing is a process. In this process, we understand and learn a lot."

At the same time, he said, what enterprises need to do is to raise people's living standard.

"The responsibility of a doctor frog is to be an expert in baby life."

"We need to truly understand our consumers, our children, our parents, what they need, what they are thinking, what kind of lifestyle they need, and what kind of channel consumption can give them the most effective satisfaction."

Zhong Zheng Yong said.

Zhong Zheng said that the study of consumer behavior should start from the eyes open in the morning and go to bed at night. All of his behaviors should be integrated and developed for the consumption needs of different age groups, which should be balanced through global procurement.

Zhong Jiacheng, President of Dongguan small pig banner Clothing Co., Ltd. believes that horizontal competition is the competition of peers, which will lead to the destruction of the industry.

The future will be vertical. The focus of competition is to focus on customers.

"The future market is diverse, and the competition will be diverse.

Now the market is subdividing, the category is also subdividing, and the enterprises should avoid the homogenization of the brand. "

In his view, the Chinese children's clothing industry has gone through the factory era and the market era, and the next 30 to 50 years are the mental age. The future products should be integrated into the minds of consumers.

"Because experiments show that one person can only remember 7 brands for the same category, and 3 are willing to buy it."

Zhou Chai Cai hopes that "a company with financial strength like a doctor's frog will be able to drive the entire children's clothing industry and establish its own store in the whole country so as to achieve a breakthrough in the channel."

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Xu Bo believes that in the face of opportunities and challenges, enterprises should find a good brand positioning and direction, understand the needs of consumers, find the curve of market changes, create a good supply chain and channels, and make a firm brand.

While considering how a single brand can increase the profit growth of a single store, Xu Bo is also discussing the multi brand strategy.

For this reason, Ye Xiandong, chairman of Hong Huang Lan group Co., Ltd. believes that not all enterprises must take the road of listing. Similarly, a single brand can grow as big as multiple brands, and finding the right path is the most important.

In this regard, Lin Weijian, chairman of Guangzhou Li Guo Garments Co., Ltd., said very much that the sales of many products in the United States in 2010 were about 100000000000, while GREE products were single, but they also made nearly 70 billion.

There are many ways to improve the pformation of enterprises. It is important for every enterprise to find a way that suits itself.

Association Services will be more refined

"The China clothing association holds the annual brand Salon of Chinese children's wear brand, that is, the children's clothing industry is the" experimental field ", so that the outstanding entrepreneurs can get together to communicate and cooperate, discuss the problems and future development together, and finally achieve common progress.

On salon, Chen Dapeng said more than once.

He said that as a trade association, it will assume the historical mission of the new era, further explore the needs of enterprises, set up a more effective platform for enterprises, provide more meticulous services for enterprises, and make the Chinese garment industry develop steadily and orderly.

At the salon scene, the chairman of the domestic outstanding children's wear brands can arrive at the meeting on time, and can openly and honestly explain their own experience and lessons of the enterprise development, explore the current situation and direction of the industry together, and rush to apply for the next year's salon. This has already indicated that our business family is mature and knows that communication is closer than competition, and cooperation is more important than competition, and group is more important than individual.

The ultimate goal of the association's salon is also natural.

We are very pleased to see this, because through these entrepreneurs, we can see the future of the industry.

As Lin Weijian said, "our industry is just as old as we are at the moment, and we are going to catch up with and surpass international brands one day."

In his view, the household appliance industry is a good example. It was completely occupied by international brands before, but now it is a local brand.

"The core technology of household appliance industry is still somebody else's clothing. The core technology of clothing is still its own. The future of children's clothing will be very good."

Lin Weijian said.