Humen Children'S Wear To Create A Super Children'S Wear Center

Yesterday, the Humen trade fair scene, Tong Mo in the show.

In recent years, children's wear brands have come together and become a major highlight of Humen clothing.

Yesterday, the seventeenth Humen Trade Fair opened.

More than 10.

Appearance, changed a few years ago the phenomenon of pure adult dress.

After the financial crisis, the clothing industry in Humen, a famous town in women's clothing, has slowed down. The children's wear market has sprung up. Every year it keeps 30%-40% growth. In recent years, it has accounted for nearly 3 of the Humen clothing market.

Clothing is a bright spot.

The government of Humen is building an area of 50 thousand square meters for the children's clothing center, which is positioned as "the most influential children's clothing distribution and trading platform in China".

Can children's wear become another business card in Humen after women's wear?

Sprout

"There is no way to continue the OEM."

Before and after 2008, Chen Wenfei, who had always been a famous brand OEM boy, also sprouted the idea of making a brand.

The Humen Trade Fair is familiar and strange to Li Dafeng.

In 1997, Li Dafeng, a junior college graduate, went to Humen to start a clothing business. Since then, every year at this time, you can feel the breath of Humen city's clothing trade, such as the ubiquitous street sign ads, such as the surging merchants.

But this year

It's a little different for him.

This is the first time he founded the children's clothing brand beetle house for four years in Humen costume fair.

He spent about three hundred thousand yuan to win 6 booths. After careful decoration, he looked like a stylish boutique.

He hopes to publicize the brand image and find partners through exhibition channels.

Li Dafeng's entry into the garment industry is similar to most of the clothing businesses in Humen: initially, "goods down", from the wholesale clothing market in Guangzhou, and then the wholesale market in Humen rented a facade wholesale, to earn the difference.

Later, I got acquainted with the manufacturers, and I designed and purchased cloth myself, then I went to the factory to produce foundry, and then wholesale it to purchasers from all over the country.

"From 2002 to 2004, the best time for wholesale business is to work until 9 in the morning until 10 in the evening."

Li Dafeng recalled that for many clothing wholesalers in those days, the daily rent of a shop in Fu Min fashion city was tens of thousands, which is the worst corner shop with a rent of 10000 yuan.

But since 2005, wholesale business has gone downhill.

Li Dafeng gradually realized that "wholesale has a shrinking day, and wholesale is short of design. It has been in the same series for ten years. Customers are tired of their aesthetics, and we can not see the prospect."

At this time, Humen's well-known women's clothing brand YISHION, which has long been on the road of brand, has been thrived in the whole country.

In order to find a more long-term development, in 2008, Li Dafeng and three other wholesales friends and family together set up a company to build a clothing brand.

Also before and after 2008, Chen Wenfei, who has always been a famous brand OEM boy, also sprouted the idea of making a brand.

Chen Wenfei founded Tai Fei garment factory in Humen in 1995. This is a typical foundry enterprise. In the golden age of manufacturing industry, Chen Wenfei earned the first pot of gold, but later the factory grew more and more, the cost continued to rise, the profit was less and less, and the foundry was not as good as a year.

"There is no way to continue the OEM."

In 2007, Chen Wenfei began to shake up the foundry business which lasted for 12 years and sprouted the idea of making a brand.

At the very beginning, Chen Wenfei, who was a little stranger in building a brand, invited a number of clothes in China.

In the second half of 2008, when the financial crisis broke out, a brand-new children's clothing brand named "Xiao Hu Ni Ni" was born.

Over the past four years, Xiao Hu and Beetle houses already have hundreds of stores in China and are growing rapidly every year.

In addition to them, this year's clothing trade fair, happy bony, little grass baby, little lion music, cheering pony, elfin snake, Bibeby and so on more than 10 Humen children's wear brand also get together to appear, these are basically new brands born in recent years.

Their collective appearances symbolize the rise of a group of children's clothing brands in Humen. But a few years ago, they were almost exactly the same adult dress.

Beachhead

Last year, when the big Ying began to nugget children's clothing market, not far away from the United States children's clothing wholesale city through pformation and appearance, covering an area of more than 3700 square meters, from the 1 floor to the ground floor 3 floor, all children's clothing, more than 200 shops were launched and sold out.

With Li Dafeng's Beetle house appearing on the children's clothing brand of the fair, most of them have already done a certain scale and have some popularity.

But they are just the tip of the iceberg of Humen children's wear brand.

In the area between the Yellow River fashion city and fuming fashion city, the area of silver dragon road, Yongping street and Yongan road is basically a wholesale shop for children's clothing. They all have lovely brand names.

Sun Chao witnessed how these street children's bunk shops have sprung up in the past three or four years.

Before that, most of the shops were selling adult clothes and shoes.

Sun Chao, deputy general manager of Ren Da Ying Dongfang International Garment Trade City, was acutely aware of this change. He saw the rapid rise of children's clothing market and the demand of shops.

The four floor of Dafing East International Garment Trade City was originally positioned as a traditional adult dress. In August last year, it was rebuilt, making room for children's clothing center, and reinviting local children's clothing businesses and brands, covering an area of more than 10 thousand square meters and more than 400 berths.

Sun Chao introduced that, influenced by the financial crisis, Humen's clothing wholesale market has been in the doldrums, and some wholesale markets once appeared 5%-10% vacancy rate. We should know that before 2008, the wholesale market can be described as "full", and a shop is hard to find.

It is also in this downturn, Sun Chao launched their children's clothing center, just three months, the occupancy rate of the shop is 95%.. "It is rare to have such a high rental rate when the market is not good.

If you are an adult dress, you can't have such a high rental rate.

Sun Chao said.

There are more than 20 professional clothing wholesale markets in Humen, which have always been sold mainly for adult wear. Only two of the old children's clothing wholesale cities are located. One is the rich children's Jinhui children's wear city, which was founded in 1993, and there are only more than 200 shops.

It was not until 2005 that another Yuehua children's wear city opened.

Behind this also shows the slow development of children's wear market.

It is not just the big Ying Dong international clothing trade city that has begun to market children's clothing.

Last year, when the big Ying began to nugget children's clothing market, not far away from the United States children's clothing wholesale city through pformation and appearance, covering an area of more than 3700 square meters, from the 1 floor to the ground floor 3 floor, all children's clothing, more than 200 shops were launched and sold out.

On the third floor of Jinhui's children's clothing city, there were mainly some leather goods shops in the past. In April this year, all of them were converted into children's wear wholesale shops, named "big baby children's clothing wholesale city".

According to the relevant person in charge, positioning for children's clothing, but also see children's wear market demand.

At present there are only two or three of the more than 100 berths.

Cluster effect

Children's clothing has occupied the market share of 25%- 30% of the clothing industry in Humen. Only four professional children's wear wholesale markets mentioned earlier, the number of children's clothing shops has exceeded 1500, and there are not many children's wear shops in the business circle.

Whether the brand suddenly increases or the wholesale market is being snapped up, it is the way of the rise of children's clothing in Humen.

Humen is famous throughout the country for women's wear, and children's clothing has been neglected in the front of women's wear.

But now the Humen town government also realizes that children's clothing is suddenly rising in the crisis. Recently, specialized research on children's clothing market in Humen has found that children's clothing has occupied the market share of 25%-30% in the clothing industry of Humen. Only four children's clothing wholesale markets mentioned above, the number of children's wear shops has exceeded 1500, and there are not many children's wear shops in the business circle.

Before 2008, children's wear in Humen was scattered, and now there is a cluster effect.

"Before, everyone was concentrating on making women's clothing. In the past few years, women's clothing money was not good enough to earn. When I looked up, I found that there was such a big cake in children's clothing."

Li Dafeng has been doing wholesale clothing for 10 years. He knows that wholesale is a group of people who are very sensitive to the market.

Li Dafeng wanted to pform into a brand in 2007, and the four shareholders were wholesale women's clothing. However, they all denied that the women's clothing brand was built. The reason is very simple. "Women's wear is too much now. There is little room for women's wear. A lot of women's wear brands are broken down. It's too difficult to build a new dress brand."

Zhu Huaze, executive vice president of Humen apparel and apparel industry association, also believes that the market for men and women is very mature and even surplus.

But from the national perspective, children's clothing market competition is not fierce, and the profit space is large. Only one adult clothing is used for children's clothing, but the selling price is not much cheaper than that of the adult clothing. 1/3.

Many children's clothing brands in Humen are pformed from adult clothes.

On the other hand, children's clothing market is in great demand.

"Now children are getting more and more expensive. Grandparents, grandparents, parents, six adults bring a child, they are willing to spend money on children, and friends and family often buy clothes for children on holidays.

And now 80 after 90, the pursuit of clothing brand, the pursuit of clothing quality also attaches great importance to.

Zhu Huaze said.

Some research data also support Zhu Huaze's point of view.

The China Academy of high-end children's clothing industry market demand and investment forecast analysis report released by the foresight Industry Research Institute shows that the relevant statistics of the National Bureau of statistics show that in 2011, there were 222 million children and 0-14 children in China aged 0-14.

According to the per capita consumption in China, the consumption of children's clothing has been as high as 150 billion yuan.

Sullivan, a famous American consulting firm, recently released the analysis report on China's infant clothing market, also known as the rapid growth of China's infant apparel through several years, with an average annual compound growth rate of 17.6%. It is estimated that by 2015, the overall market capacity can reach 227 billion 980 million yuan, much higher than that of the overall market of Chinese clothing.

"China's high-end children's clothing industry has not yet formed a strong leading brand, and the market concentration is relatively low. Children's clothing industry has become the last piece of cake in China's clothing industry, and everyone can become a leader in children's wear market."

Prospect Industry Research Institute analysis.

Li Dafeng believes that the children's clothing industry is still in its infancy, and there are at least several years of rapid development.

Fang Lin, chairman of Humen small grass baby dress, also believes that if children's clothing has three levels of development, it is still on the first level.

"Now the children's clothing market is just like the women's clothing market from 2000 to 2002."

It is not just Humen's enterprises that get together to enter the market of children's clothing, but other well-known clothing groups at home and abroad are also trying.

In June 5th, kappa China held a new conference on brand signing in Beijing. The "kappakids" was officially unveiled. This brand of adult brand, which always advertised "fashion and sports", entered the children's clothing industry.

Adidas, Lining, Anta, Semir, Metersbonwe, Z AR A, G u c c I, A RM ani...

More and more famous adult clothing brands have entered the field of children's clothing in recent years.

Even Haier, the appliance brand, joined hands with Parker in the market of children's clothing last year.

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Children's wear Center

"Our position is not to dig the customers of old business circles, but to make big cakes. For example, there are 1 billion children's clothing scale now. We have to do 3 billion and 5 billion.

If you dig your own wall, it will become a vicious competition.

The Humen town government has also set its sights on this emerging market.

As the largest pillar industry in Humen, clothing has been slowing down in recent years as the market matures and the financial crisis.

Today, the rapid growth of children's clothing makes the Humen town government see another bright spot besides women's clothing.

The Humen town government has started to take action, and is leading the construction of a giant children's wear center, Fumin children's wear center.

According to the introduction, Fumin children's clothing center is located in the fuming clothing business center from the first floor to the seven floor, with a total of eight floors, with a total area of about 50 thousand square meters, and 20 to 100 square meters of more than 1500 shops. It is currently one of the largest children's wear market in the Pearl River Delta, and is positioned as the most influential child dress distribution and trading platform in China.

The center is almost the sum of the existing wholesale market for children's clothing in Humen, and plans to open next year.

"We found in the survey that children's clothing in Humen already has a large scale, but now there is a large market lacking to accommodate and promote the development of children's clothing."

Huang Peimin, deputy director of Humen town trust Bureau and general manager of Humen Fumin Service Co., Ltd.

The Fumin clothing business center opened in early 2009.

The whole center building is magnificent, with an investment of 500 million and an area of more than 30 thousand square meters.

At that time, nearly 1000 shops from the first floor to the five floor were sold out.

But two years ago, due to the cold market and few customers, with the end of the rent free period, nearly 1000 shops have been almost completely evacuated.

Zhu Huaze, executive vice president of Humen apparel and apparel industry association, analyzed that the reason for the three or four years of the Fumin business center was that it only copied the old fashions of the rich people's fashion city, homogenized competition, and merchants were already used to shopping in old business circles, and there were a large number of old customers who did not need to come here.

In addition, infrastructural facilities are not perfect and lack of supporting facilities.

Now, is it possible to change the situation when changing children's clothing market? There is some concern about a veteran brand of a children's clothing in Humen who doesn't want to reveal the name. He thinks that when the business center was opened, most of the merchants who came in had shops in the old business circle. Later, the reason for the withdrawal was because the market demand was not large, and the new business circle could not flourish, which also increased labor costs, time costs and inventory costs.

"Originally a shop, 100 pieces of stock will be OK, two shops will be 200 pieces.

The boss of the wholesale business is very smart. He will not make money in two or three months.

He is worried that the children's clothing business will also face the same problem. If the business is bad, they will leave. Maybe the Domino effect will become an empty building again.

"Our position is not to dig the customers of old business circles, but to make big cakes. For example, there are 1 billion children's clothing scale now. We have to do 3 billion and 5 billion.

If you dig your own wall, it will become a vicious competition.

Huang Peimin said that the Fumin children's clothing center includes not only children's clothing, but also maternal and infant supplies, children's shoes, children's clothing and so on, and the children's clothing is attracting some merchants from outside Humen to Humen, such as Foshan, Zhejiang Zhili and so on.

Huang Peimin is clear about whether or not he can do it.

Generally speaking, there are no leasing periods for merchants. It is not very difficult to recruit them. The key is how to manage them.

If the matching is not good, it can't be done. If the shop is full, the bunk will be gone. "

He believes that the first two years did not do it because there is no matching.

The government is also improving its surrounding facilities.

The day before yesterday, the national fashion innovation service center, Humen fashion innovation service center, was officially unveiled, including 10 national innovation projects, namely, the Humen Museum of national textile fabrics, the Humen Laboratory of China Textile Industry Federation, the new Silk Road Fashion publishing center, and so on, all located in fuming business center.

Some administrative resources are also tilting to this side. For example, the 5 bureaus of Humen's letter Bureau will move to the fuming business center.

In addition, there will be a large number of projects will be gathered here, such as the new Humen bus terminal nearby, the light rail export, convention and Exhibition Center, Binhai Avenue, up to 70 levels of private headquarters building and so on.

Some of these projects have already started construction, and some have not yet started construction.

"After matching up, we will serve the building in all directions, and the surrounding area will gradually flourish. The central area will gradually extend to this side, and there will be no reason for it to fail."

Huang Peimin said.

Bottleneck

When asked what talents she lacked, she simply said, "all are missing", and marketing, management, design and other talents are missing.

She hoped that the government could create an environment for attracting talents and retaining talents.

The government attaches importance to children's clothing industry, encouraging many children's clothing enterprises to be encouraged.

"Enriching the people to build children's clothing city, at least to enterprises, to the community release the government's decision to promote the development of children's clothing."

Sun Chao said that in the immature market of children's clothing, the competition is everywhere. Humen has the strength to build a famous town for children's clothing. Because Humen has the advantages of clothing industry, deep inside, and complete industrial chain, there are also a large number of children's clothing brand operators.

But it is essential to have the strength to do it and really do it.

Sun Chao suggested that the government should increase the information platform for children's wear, and guide enterprises to go out to help enterprises link up the upstream and downstream industries.

Fang Lin has been a brand for children's wear for several years. Talent and money are two factors that make her headache.

"Humen is not able to retain talents, so it is hard to recruit talents. If it doesn't take long, it may run to Guangzhou and Shenzhen."

When asked what talents she lacked, she simply said, "all are missing", and marketing, management, design and other talents are missing.

She hoped that the government could create an environment for attracting talents and retaining talents.

Fang Lin has recently been planning to build another brand of children's clothing, which has become a difficult problem.

"If enterprises want to be bigger and stronger, they have to invest money. It's hard to develop on their own money."

Because it is a new brand, dealers will have concerns. They can only open their own outlets to test the water themselves.

It will take hundreds of thousands of yuan to build a direct shop, and ten direct outlets will be five to six million, excluding the cost of other promotion and research and development.

Chen Wenfei has invested tens of millions of dollars before and after creating the brand of the tiger tiger, and has spent three or four years cultivating the brand.

Nowadays, the cost of R & D is about several million yuan a year, and we need to make enough stock for the brand. This will also cost US $45 million. Besides, advertising, direct investment and so on will require a lot of money.

"A lot of people don't want to make a brand, because it's not easy. The foundry is fast money, and the brand must insist and be patient for a long time."

Chen Wenfei said.

Speaking of financial pressure, Li Dafeng felt empathy. When he started the brand, his budget was 120 million yuan. Now he has invested nearly 50 million yuan. He tried to borrow money from the bank, but the financing threshold was high, he demanded collateral, and financing was difficult.

"When making wholesale, today's rice pplanting is harvested today. Making a brand today pplanting seedlings does not know which day to harvest, and earn a little money and put it in."

Li Dafeng understands that enterprises should develop mainly on their own, but if the government can give some support to enterprises in some aspects, it will undoubtedly reduce the burden of enterprises and help enterprises to grow faster.

As a brand, it often uses the model of agent to penetrate the market. It is also an important part of the enterprise and customer resources. Li Da Feng hopes that the government can help enterprises to set up children's clothing association, establish dealer database, build a bridge between enterprises and distributors, and facilitate the development of the market.

They also found that the government is actually making some efforts, including building Humen fashion innovation service center and communication platform between banks and enterprises, but how the effect is still unknown.

Humen wants to start the business card of Humen children's wear. Rich people want to build a super children's wear center. Just like Li Dafeng, these enterprises are pformed into brands. The road is not smooth, whether they can succeed, whether they can be as dazzling as Humen dress, and wait until later.