"Foshan children's wear" brand building a new pattern of operation
Foshan children's clothing mainly consists of woven leisurewear, 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 strong consumer trust directly contributes to the "Foshan Children's Clothing" regional brand's significant influence in secondary and tertiary domestic markets, giving it a clear advantage. Brands like Frog Prince, Baby Square, Bear B Qi, Bald Aberdeen, and Xiao Fang have gained considerable recognition in both domestic and international high-end markets, serving 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, with just one town accounting for 30% of the national garment output. It has been jointly recognized by the China Textile Industry Association and the China Garment Association as the "China Children's Clothing Town." Li Shaohua, deputy director of the Zumiao Street Office in Chancheng District, noted that the rapid development of Foshan children's wear is largely due to government guidance, mature business models, established brands, advanced information systems, and collaborative efforts between the government and enterprises to promote and publicize the industry.
In recent years, the government has continuously invested in the children's clothing sector, creating a sustainable hardware and software environment for its growth. Foshan has developed a complete industrial chain covering design, processing, manufacturing, information technology, logistics, material supply, embroidery, and printing. Guangdong Carnival Costumes, a large-scale children's clothing enterprise in Foshan, focuses on "cute and interesting" designs, especially for girls. Yan Jiahua, chairman of the company, emphasized that only through internal strength and external branding can a brand truly dominate the market. Recently, the brand "Interesting Keqi" launched a transformation initiative, opening 100 new stores to enhance its market presence.
Li Shaohua also mentioned that establishing the headquarters of the China Children's Wear Brand Economy is the ultimate goal for Foshan's children's clothing industry. To achieve this, the first step is to transform the local children's clothing industry. Under the guidance of Chancheng District to optimize and upgrade traditional industries, Zumiao Street will leverage the advantages of the "Foshan Children's Clothing" regional brand to guide enterprises in building strong brands, developing marketing strategies, and promoting children's fashion culture.
Second, the industry aims to strengthen domestic channel development. Enterprises are encouraged to create marketing-oriented brands, with strong policy support to increase Foshan's presence in the high-end market. Third, the government will continue to promote the regional brand, not blindly chasing high brand prices but focusing on improving the brand image through sustained promotion and collaboration with businesses. At the same time, efforts will be made to enhance product design, development, and quality management.
Lastly, the rural market should not be overlooked. While advocating for brand expansion into the high-end market, Foshan also actively targets the rural market, which is expected to become a key driver for the industry's future growth. The rural market represents a "geometric progression" for the development of China's children's clothing industry.
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