2021 Children’s Clothing Entrepreneurs Summit Forum and Supply Chain Conference was held in Hangzhou
On July 18, the “Listen to Children’s Voices and Get a Pulse of the Future·2021 Children’s Clothing Entrepreneurs Summit Forum and Supply Chain Conference” hosted by the China National Garment Association, the Linping District People’s Government of Hangzhou and the Shanghai Fashion City Promotion Center were held in Hangzhou Grand opening at Renaissance Hotel!
With the theme of “Listening to Children’s Voices and Guessing the Future”, the conference focused on the changes and trends of the children’s clothing industry in the new era. All the big names in the children’s clothing industry gathered together to exchange views, collide with ideas, and gain a lot.
Chen Dapeng, Vice President of the ChinaTextile Industry Federation and President of the China Garment Association, Jiao Pei, Vice President and Secretary-General of the China Garment Association, as well as industries from all over the country Nearly 400 people including association leaders, children’s clothing brand leaders, children’s clothing supply chain and product leaders, children’s clothing manufacturing companies, IP operators, online and offline channel providers, and children’s clothing designer institutions attended the conference.
The conference was chaired by Lu Shan, Vice President of Leidy Boer Clothing Co., Ltd.
The children’s clothing market has broad prospects in the new era
At the meeting, Jiao Pei, vice president and secretary-general of the China National Garment Association, first addressed the conference. He said that currently, with the further liberalization of my country’s fertility policy and the acceleration of China’s children’s clothing branding process, the children’s clothing consumer market is entering a stage of rapid development. In the new era, children’s requirements for clothing are not only safety and high quality, they and their parents also need fashion and design. At present, it is a consensus that the “post-90s generation” has become the core consumer group, and their consumption needs are becoming more and more branded, diversified and personalized. This has put forward higher requirements for the comprehensive strength and brand concept of our children’s clothing companies such as original design, brand positioning, market segmentation, brand image, consumer experience, product quality and brand power. The children’s clothing market segmentation track has arrived. The majority of children’s clothing companies will start again facing a new starting line. Improving the consumer experience, seeking IP empowerment, deeply cultivating the circle culture, timely observing changes in consumer demand, finding new incremental markets, and improving and reshaping the brand’s core competitiveness have become important tasks for the future sustainable development of our children’s clothing industry. The future of the children’s clothing industry lies in the choices and actions of us practitioners, and in whether we can truly embrace the changes in new technologies, new consumption and new business today, and whether we can keep pace with the times and surpass the original growth methods and development models. In the future, China’s children’s clothing industry will need innovative brand companies, as well as excellent manufacturing companies and excellent supply chain supporting companies. Making the children’s clothing industry stronger and bigger is an important support for us to build an overall clothing power. This is what history has given our generation. Human mission requires everyone’s joint efforts!
Wei Le, Director of Industrial Development of Hangzhou Linping New Town Management Committee, then delivered an important speech on behalf of the Linping District Government. She said that Linping New City has an advantageous geographical location and is integrated into the financial core area of the Yangtze River Delta and connected to Greater Shanghai. In recent years, it has vigorously developed the digital economy, fashion industry and cross-bordere-commerce , has formed a one-base + two-town model integrating industry and city, and has become a fashionable holy place where talents and brands gather. Among them, Yishang Town, as a highland for the development of fashion industry that Linping focuses on, is an important node for the integration and development of traditional industries and emerging industries. Linping New City has also deepened cooperation with three major national associations, including China National Textile and Apparel Council, China National Garment Association and China Fashion Designers Association, and resonated in the four major areas of technological empowerment, innovation empowerment, cultural empowerment and financial empowerment. , jointly promote the highquality development of Yishang Town and build a world-class fashion town.
This conference has a total of five keynote sharing sessions and two forum dialogue sessions, covering hot issues in the field of children’s clothing such as green children’s clothing, IP co-branding, innovative marketing, and circle culture.
Five major themes reveal the future development path of children’s clothing
Theme 1: “The Road to the Rise of Children’s Clothing Brands under New Consumption” Zhang Jie, chief engineer of China Textile Construction and Planning Institute, first shared the theme of “The Road to the Rise of Children’s Clothing Brands under New Consumption”. He said, For new consumption? New consumption means demand drives supply, and then supply creates demand. Under the new consumption, if brands and companies want to increase their market share, they should focus on improving consumer satisfaction. Consumer satisfaction is highly correlated with repurchase intention, and the larger the brand, the higher the satisfaction. The ultimate goal of consumer satisfaction is to enhance corporate brand competitiveness and market competitiveness. To achieve this ultimate goal, we must improve products, services, promotions and the environment, and change consumption from the three aspects of people and goods. strategies to jointly promote the rise and high-quality development of children’s clothing brands.
Theme 2, “The Way to Change the Children’s Clothing Industry under the New Pattern” Balabala Children’s Clothing CMO Ma Gang believes that Balabala is committed to becoming the preferred children’s fashion lifestyle brand for families born in the 90s and 95s. Therefore, it targets fashionable mothers and working mothers. The group has formulated the brand strategy of product growth engine, marketing growth engine and channel growth engine. To achieve this goal, brand identity renewal and space renewal must be carried out, as well as brand development.With the diversification of IP image, it is urgent for companies to upgrade their brands. This is a big challenge for offline enterprises. Enterprises should change their ideological concepts to promote cross-border alliance and common development of brand IP.
Liu Yichen, assistant to the president of Beijing Shock Culture Communication Co., Ltd., said that Zhu Xiaopi, as the original image IP of Shock Culture, adopts a 3D virtual image + real-life shooting mode, which has the flexibility of virtual IP and the reality of real-life shooting. Feeling, refreshing. The “Talking Intelligent Piggy” launched for children has opened up the children’s smart toy market.
Shen Yang, co-founder of Roosevelt Teddy Bear International Investment Co., Ltd. and Zhi Shen Wuxia Trading (Shanghai) Co., Ltd. | CIO | Executive Vice President, believes that there is no distinction between old and new IP, and the higher the reputation of the IP, the better the branding. The higher the market, the bigger the market. Companies should build IP values, stories and brands based on the existing IP image, cater to children’s preferences, and produce industries that children like.
Chen Yao, general manager of Fujian Mami Maka Children’s Products Co., Ltd., said that as a young children’s clothing brand, deepening cooperation with IP is the only way to go. According to the brand positioning, the IP image is selected to increase brand awareness. Our company’s Future direction.
Ye Ye, general manager of Hangzhou Yesheng Industrial Co., Ltd., believes that in the face of current challenges and pressures, companies should improve brand competitiveness accurately and efficiently, grasp children’s psychology, cater to children’s preferences, and adjust the company’s strategy in a timely manner according to consumer demand. Marketing strategy. It is also necessary to tell the story of the brand and IP well, increase the added value of the product, and give consumers a better consumption experience.
At this point, the 2021 China Children’s Clothing Entrepreneurs Summit Forum and Supply Chain Conference has come to a perfect conclusion. From the perspective of how to make children’s clothing that children really love, it comprehensively demonstrates the contributions of the government, industry and enterprises to the entire children’s clothing industry around five aspects: consumption change, product upgrading, IP empowerment, innovative marketing and green ecology. The joint efforts have also pointed out the detailed direction, path, steps and support carriers for the current crisis that China’s children’s clothing industry is in, which has not been seen in a century. This will have a great impact on the future branding process and high-quality development of China’s children’s clothing industry. It has great practical significance.
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