Zhang Donghai: Lack Of Original Design For Children's Wear Market In China

Host: Hello, netizens, this is our 2012 now. CHIC Live coverage for you. We are delighted to be invited to be the executive director of Shantou GEIL Clothing Industrial Co., Ltd. Mr. Zhang Donghai!

Answer: Hello.

Moderator: Mr. Zhang, you are Children's wear A senior employee in the industry, first of all, would you like to talk about the current situation of children's wear market?

Answer: the children's clothing market in China is Spin 业里面起步比较晚的一个行业，那么从早的就是八几年开始，晚一点也是刚刚开始，那通过这几年的发展，从九几年的市场比较理想化一直到2008年整个市场大家都觉得童装市场非常OK，后期的市场里面这两年大家碰到很多的瓶颈，一个是市场秩序的恶化，一个是竞争力的日益加剧，在这种情况下有很多企业进驻一两年很快就走了下坡路，因为我跟进了很多企业的很多的品牌，那么有很深入的交流，结果现象发现了他们没有太大的信心，本身认为是非常容易的一个行业，反而变成了非常艰难，那么这个中间要面临几个问题，一个是面对现在高成本的经营，利润不管是采购还是终端的人工，还有我们所开销的费用，包括推广所有的都是高成本，那么在低利润的时代里面我们应该要怎么样保证现在童装市场的良性运作。 The children's clothing market is now in my own view, because the current situation in China is only phased, so it is only in these two years that the market is relatively low, the future market, because our China will expand the development of the domestic children's clothing industry with the expansion of the urban process, so I think that in the children's clothing market, the next five to ten years will be the real children's wear gold for ten years, so it is quite possible for the children's clothing industry to have confidence to do it.

Moderator: Although the prospect of this market is very promising, but Mr. Zhang has just mentioned that we are currently facing a very fierce competition. Low profit, high investment, high cost and high labor are all problems we need to face and solve. How do you control these factors to achieve a win-win situation?

A: we have seen several problems. 第一点就是成本管控的问题，很多的企业在成本管控的问题上一味的追求着我低面料，低附加值去采购，甚至选择一点差面料不够理想，这也是一些童装企业里面觉得找不到突破口，我们要抓源头应该从设计师设计的部分，环节着手，在设计的环节上我们可以提出几个部分，第一，不要太多的款式化，只是讲差异化，不要应用特别繁琐的原料，把面料进行减少，把工艺做的更精，要把款式做的更精更漂亮，那么我用一种面料，以前大家会用一种面料只做一个款两个款，为什么一种面料不能做十个二十个，甚至三十个，这样的采购成本会直线下降，而这种比我们工艺上的节约要突破很多，这个应该从设计上，源头上进行去把控，同时批量的采购和批量的印染在这个环节上能够减少我们所有的开销成本。 The second is that when we are in the era of high cost operation in the terminal market, we need to make more meticulous practices. Then the first step is to ensure that there are several purposes for profit in the meticulous practice. One is that the customer is not only getting the low supply, but he is successful. Now it is the result of vicious competition in the industry. Ultimately, it is the practice of losing both sides. When the brand fails to maintain its strength, there is no way to support the development of the agents and franchisees. Of course, the agents and franchisees of course say that your media investment is large enough, your things are good enough, and your supply price is low, which is a demand of our consumers. In fact, the operation terminal has made a wrong direction, that is, we are doing things to customers, and agents are just a channel for us to sell the consumers to them through this channel, so our things are recognized by consumers, not just by your guests, but not by the end of the terminal. And how can I guarantee this, how can I pull down the original cost, and now the price rises by 30%, which link I can pull to 30%. The first design environment, from the design link, from the second technological process to the designer breakthrough, is always the most concise thing most difficult to do. It's simple and tasted. It's the most difficult thing for us to do. So less manual and manual products, because I think the domestic market is not very much approved of manual, you are not at the top end, the manual part will cost us a lot, especially in the high artificial age, this is the second point. The third point is refined training and deployment, which will result in a straight decline in management costs. So many of our enterprises have failed to achieve real performance appraisal methods, so a lot of labor costs will rise with all costs. Ultimately, this thing is either the enterprise itself is not benign, or the terminal is unable to fight, so that the brand has entered a limitation. I hope that children's clothing should learn from women's wear and men's clothing, because women's wear and men's clothing are the first to speed up the delivery of goods, and the wave of goods is faster. According to the market reaction, he has a perfect industrial chain. The second is to find a lot of partners, not to say that I am going to do one, but I give my suppliers a cooperative relationship, you can talk with the factory, I use the shares stationed, then the shares of the factory, the factory produces your products, the profits you must be able to divide into 30%, 40%, then the 30%40% investment cost to your suppliers, my cost can always keep low and competitive space, this is our industry should consider many problems.

Moderator: what you have just said is very detailed. You can share your experience with our netizens without reservation. Mr. Zhang, I know you are also the master plan of many companies. Can you share with us the successful cases you have participated in?

A: there are several novelty in it, because we are longitudinal, pursuing meticulous and pursuing high profits. I once packed a pair of underwear, men's underwear, which was already thin enough to be male and not female. When underwear is made, we only make men's underwear, and then make a high-end underwear. Every underwear we use is a magic cube box, because when we were young, we used to build blocks and play Rubik's cube. We could take a lot of modeling on our hands. After we opened the magic cube, we could plug in a brand. Every panty had its own disinfection card, all of which had its birth control certificate, and it had its birth certificate, then made it very meticulous, and then it was very interesting. There was also a blessing message to write. Now the gift giving is mainly given to a boyfriend or to a boyfriend, or to someone, to send underwear, but the underwear must be packed very carefully. Then do We have also said that the cost of a pair of underwear is relatively high, and we also have a lot of room for improvement. First of all, we use less materials, but we really need to do very meticulous, so we have a very good response to enter the market at this point, because we can get the smallest position in the shopping mall, very small position, I only use 5 square 10 square, when I talked with a manager of a shopping mall, I said that you are the highest value per unit area, because I really sell better than some big brands, because our entry point is very easy. The second is a channel for the existing brand, so when many people are developing, the brand I plan is like monk and so on. When we are doing it, we have abandoned all single channels. In the current market environment, we should develop more diversified, because we are very clear about the business mode, or we are doing domestic terminal stores, or we can go to the terminal stores, such as metro, Carrefour, this kind of shopping malls, the other one can take a big circulation, and another is the Internet, otherwise you go to do trade, and the business mode should be these kinds. There are several kinds of products. First of all, we differentiate products. First, when I make fashion, I take the terminal, the first line market, and I have the high-end market, the middle end, the parity, the different styles, the different design teams, the differentiation of your circulation, your terminal, your hypermarket, your Internet and your trade. I believe that if an enterprise is single, it will be very difficult to survive, and it will be very painful to survive. If we do it together with our five channels, we should live very well, because I think there will be more than five entries in the intake pipe, so the enterprise should take a new development mode in the development of innovation, and then there is competition and survival. You need to be very clear about the product and divide the product concept.

Moderator: Mr. Zhang, in fact, many domestic clothing companies want to build their own brands, but some companies are also pointless, and do not know how to create the brand image. Do you have any experience to share with them?

　　答：其实所有的服装产业的打造，分为几种，虽然中国纺织业有八千万人在从事，但是真正从事营销终端的和品牌的做法真的没有那么多，从八几年开始然后到九几年培养起来的人才应该是没有那么多，而企业所起的速度是远远超过了人才这个速度，所以就变成了有很大的上升空间，这里面会变成一个不专业的人做了一些不专业的事情，所以才会导致了大家生存的艰难，我相信国内企业里面我建议两点，大家生存的比较难的一个问题，第一个问题就是商品的严重同质化，家家都有，第二个过度的包装，这是我对国内的服装企业，我觉得是浪费钱又得不到好处的地方，我们再看现有的现状里面，我们推广的理念应该是有一些环保价值的，那么因为我今年又来到北京展馆已经15次了，连续来了15年，没有间断，我每一次发现都有一个很深的感触，特别是最近这几年 Every year there are overseas exhibition groups. We observe every year. Our country only imitates or is seriously overpackaged. It is very luxurious, and the scenes are very large. Others only save a lot of money in products and design. So we have neglected two points. The first point is cultural construction. The second point is the essence of the product itself. I think you should pursue two things to do anything. First, how do you form differentiation? I am different from others. This requires original design, rather than imitation design, imitation design is the same. Second, how do you build your culture, and what is not culture will never go far. So we should be clear about that. So far, I want you to be clearer. So when we did it, we found that we attached great importance to packaging, but after entering it, our clothes really didn't work. People didn't pay much attention to packaging. After entering, the clothes were really good. The consumers should be totally different now, especially when the children's clothing comes down to 70 of the consumers. After 80, after 90, it should be totally different from our earliest consumption concept in 50s and 60s. At present, I suggest that one is culture, and the other generation's understanding and knowledge and culture are different. The essence of our product is that we should be beautiful in making clothes, and we should be good at making food and drink.

Moderator: Mr. Zhang because of the time relationship, the interview finally I want to ask you, do you have any suggestions for the future development of the children's clothing industry?

I think it is only two years of precipitation, the deposition of two years, the presence of foreign brands has greatly affected us, but in fact, it is also a promotion to the domestic market. But every time we upgrade, it is only after others that we have been promoted. We have no idea that the brand of Korean and Japanese brands has been stationed in the past few years. We do not know that all the Chinese companies are following Japan and South Korea. This is a good thing to do, and I do well with them. I sell them a little cheaper, but it is contrary to the essence of making the brand. We need to add value to the essence of the brand, but the result is that we have no way to add value, because we do not have original design. This is my advice on the brand culture and product construction. A: first, we have mentioned this point before. The suggestion of marketing channels is that we should have a clear understanding of what brand I want to make, where to locate it, who my customer group is, who to give it to, and in the future children's clothing market, with the improvement and recovery of our economy and the development of urban development, I have always considered that a golden time has just begun in the domestic market.

Moderator: I believe that in the future children's clothing market will certainly go better and better.