"Foshan children's wear" brand building a new pattern of operation
Foshan children's clothing mainly consists of woven leisure wear, with mid-range products dominating the market. The market share remains relatively stable, and there is a high level of brand loyalty among consumers. This has helped establish "Foshan Children's Clothing" as a strong regional brand that significantly influences the secondary and tertiary markets in China, giving it a clear competitive advantage. Brands such as Frog Prince, Baby Square, Bear B Qi, Bald Aberdeen, and Xiao Fang have built considerable brand recognition in both domestic and international high-end markets, acting as key pillars of the "Foshan Children's Clothing" regional brand.
According to reports, Chancheng District in Foshan City is the largest production base for children's clothing in the country. The entire industry chain generates an annual output value exceeding 40 billion yuan, and a single town alone accounts for 30% of the national garment output. As a result, the China Textile Industry Association and the China Garment Association have jointly designated the area as "China's Children's Clothing Town."
Li Shaohua, Deputy Director of the Zumiao Street Office in Chancheng District, stated that the rapid development of Foshan children's clothing is largely due to government guidance, mature business models, established brands, advanced information systems, and collaborative efforts between the government and enterprises in promoting and publicizing the industry. In recent years, the government has continuously invested in the children's clothing sector, creating a sustainable environment—both in terms of infrastructure and policy—for long-term growth.
Foshan has developed a complete industrial chain covering design, processing, production, information, logistics, material supply, embroidery, and printing. One of the leading companies in the region is Guangdong Carnival Costumes, known for its "cute and interesting" girl’s clothing line. Yan Jiahua, the company's chairman, emphasized that "without internal stability, there can be no external strength," highlighting the importance of building a solid brand foundation to achieve market leadership.
Recently, the brand "Interesting Keqi" launched a brand transformation initiative, expanding to 100 stores. Li Shaohua also mentioned that establishing the headquarters of China's children's clothing brand economy is the overall goal for Foshan's children's clothing industry. To achieve this, the first step is to transform the industry itself. Under the guidance of Chancheng District's plan to optimize and upgrade traditional industries, Zumiao Street will leverage the regional brand "Foshan Children's Clothing" to promote and guide enterprises in building strong brands, enhancing marketing strategies, and developing children's clothing culture.
Secondly, the focus will be on strengthening and optimizing domestic distribution channels. Enterprises will receive policy support to develop marketing-driven brands, which will help Foshan increase its presence in the high-end market. Thirdly, the government will continue to promote the regional brand, not just by increasing brand value but by actively investing in its promotion and image-building. It will also encourage businesses to improve design, product development, and quality management, working together with the government to position "Foshan Children's Clothing" as a global brand.
Additionally, the rural market should not be overlooked. While promoting high-end branding, Foshan also encourages expansion into rural areas, where the market is expected to experience exponential growth and serve as a key driver for the industry's future development.
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