The Second China Children'S Wear Industry Development Summit Forum 2 Is Held.

Theme of the conference: the second China Summit Forum on children's clothing industry development

Meeting time: March 17, 2016 10:00-12:00

Venue: M1 conference room 2, National Convention and Exhibition Centre.

Moderator: distinguished guests and friends, good morning! Thank you very much for coming to the second summit of China's children's wear industry development. Last year is also here. Our first Summit Forum on children's wear industry was successfully held. Under the strong support and trust of various businesses, the second forum was held here as scheduled. During this year, the whole children's clothing industry has undergone great changes and development. Today we hope that through this platform, we can offer suggestions for everyone, and put forward good plans for all the friends in the front line of children's clothing industry. Today, many friends will gather in this place to take a look at the weathervane of China's clothing industry in the coming year. We also hope that today's children's wear forum will help all friends.

First of all, let me introduce to you all the leaders and guests attending today's forum. They are Mr. Yang Jinchun, the full-time vice president of the China clothing association; Mr. Wei Lin, director of the media center of the China Textile Industry Federation; Jiang Lei, chief editor of China Textile Magazine; chief editor of China Textile Magazine; Jia Weinv, Secretary General of Specialized Committee, China Apparel Association; General Manager of China market department of Tianxiang group, general manager of Tianxiang group Shanghai Tianxiang medical laboratory Co., Ltd.; Mr. Xu Hong, director of marketing of Barbara; Wei Lin, director of marketing department of the Precision Machinery Technology Co., Ltd.

Welcome to the attendance of our guests. Yesterday, our prime minister has just answered a reporter's question. Many people have said that the day of 2016 is really sad, the demand for the whole market is insufficient, and the market performance is very weak. But I believe the premier's answer to the reporter's question is to give the whole Chinese economy a shot in the arm. Now that the second child policy has been released, the children's clothing industry should have a vast space, and the economic reform is further deepened, and the supply side economic structure and so on. We hope that in today's forum, we will bring good suggestions to guests through the presentation of guests and round table forums, so as to create a brighter future for the development of children's clothing. Many people say that the children's clothing industry is the last piece of cake in the entire garment industry. The cake is not tempting. Over the past ten years, this cake is quite delicious. We are discussing the next golden ten years. We hope that the children's clothing industry in China can usher in the next development peak.

Now let's welcome to the speech of Mr. Yang Jinchun, vice president of the China Textile Association.

　　 Yang Jin Chun I am very glad to be able to attend today's children's wear forum. Just now the host has introduced it. Now the whole industry, including the real economy, has met with some difficulties. But I believe all the costumes will understand that the vigorous growth of children's clothing in the past few years has brought great confidence to the entire garment industry. I believe you all have seen the two days of the exhibition. It can be said that the prosperity of the whole exhibition, especially in the children's clothing area, shows that there is a good space for children's clothing industry to develop in the future. Today, we are gathered here to carry out this forum on the theme of the next golden ten years. I also hope that all guests will give more support to the children's clothing industry, and I hope all of you will have something to do. It can be said that the Chinese children's clothing market is a new blue ocean for the entire garment industry, which can not be regarded as the last cake, or at least a cake that is expected to grow at a high speed. Such a subdivision industry has broken through the wave of the 140 billion mark in 2014. By the year 2015, children under 14 years of age in China should have exceeded 300 million, the clothing products and clothing products of infants and the related consumption volume. The total market capacity should be 200 billion yuan, which can be said that the market space is extremely broad.

In addition, we also feel that in the past two years, with the rapid development of the macro-economy in the past few years, with the improvement of the purchasing power of consumers, including the construction of the 421 pattern of Chinese families, the situation of a parent, four elderly people and a child, the whole consumption power is increasing rapidly, especially in the children's clothing industry. The performance of the children's clothing industry is very obvious, both rich and children's willingness to spend money, so the rapid growth of children's wear industry has this reason.

Remember last year's children's wear forum in Humen, at that time also said that we can look forward to the opening of the second child policy, now this policy has landed, I believe that the future can imagine more space, not necessarily a second child, may also be fully liberalized, because China's demographic dividend has a certain supporting role in the entire economy and social development. Therefore, under this big macroeconomic policy, children's clothing will have more room for development in the future. The new consumer groups after 80 and 90 have become the main consumers of pregnant and infant. They also become father and mother. Now they buy their children's clothes for their children. These people's perception of aesthetic pursuit, brand trust and consumption pattern are different from the past. So in the process of children's clothing development, there are plenty of space, many opportunities, and large variables.

According to the relevant statistics of the National Bureau of statistics, in the past three years, the clothing industry still encountered some market bottlenecks, but children's clothing still maintained an average growth rate of more than 25%. However, the overall growth of garment industry is not so fast in other aspects. Especially in January this year, the latest data is still in negative growth. Of course, the objective evaluation is based on economic laws. This is not necessarily a bad thing. Some of the problems in children's clothing industry, including production and testing, are also the teachers of Wang Jianping when I was testing. Today, he can be said to be the leading test expert in China. He will share some experiences with you today. I believe there are many new situations to be faced in children's clothing testing. At the same time, we need colleagues to work hard to protect this industry. The milk powder industry is now miserable. When an industry loses trust, it is extremely difficult for you to save it. Chinese parents now only have a little money to go abroad to buy, and they are not willing to buy domestic milk powder. I believe children's clothing is the same. We should protect the market together. Once the reputation of children's clothing is damaged, everyone will be damaged. When we become the next milk powder industry, everything is late, so this industry needs to protect together.

Before the meeting, I also communicated with Mr. Wang. In May 26, 2015, the state promulgated a mandatory standard for children's clothing industry, and the impact on the children's clothing industry is very great. Judging from the feedback from the Chinese clothing association, this standard will affect our innovation and product development in a certain period of time, even affect the purchase and production. There are many enterprises' feedback, and 20 new products have been developed in a year. But after a standard comes out, although there is a certain buffer period, many enterprises will cut down their new products after the implementation of this standard in June 1st. I talked about quality standards just now.

Our association is also doing some work to protect the industry, including last year's beginning with the AQSIQ to discuss the communication, to the AQSIQ leaders also made a report, hope to jointly protect children's clothing industry, the next industry is underwear industry, these two industries are the most sensitive, because it directly contacts infants and skin. Now we are pushing a 12305 platform to protect children's clothing enterprises through this platform, try to avoid duplication of regional testing, including malicious fraud, including malicious attacks. We verify the value of the brand through the official channels of the AQSIQ. We are not afraid of spot checks. The key is fairness. Therefore, through such channels, we will jointly voice and protect children's clothing industry.

Looking forward to the future, we must also say that the development of children's clothing needs to be cautious. With the development of China's garment industry in the past decades, children's clothing is a new blue ocean, but there must be twists and turns in its development process. The future will not necessarily maintain high growth in the long run, but it is worth looking forward to. The key lies in how every enterprise should do all the details together to build the inner strength of children's clothing industry.

At present, we see that many foreign brands are also infiltrating into China. Because the Chinese market is too big, many foreign brands that do not make children's clothing have begun to promote children's clothing in China. This competition is further aggravated. I hope all the children's wear industry colleagues will make joint efforts to make Chinese private brand children's clothes better, especially those like balbara.

Finally, I wish this forum a complete success. I also wish our children's clothing as the theme today. We will welcome one gold after another for ten years with our foresight. We also believe that we will lead the whole ten years of the big garment industry. Finally, I wish all the leaders, guests and entrepreneurs, including media friends, good health and good work. Thank you!

Moderator: I am very grateful to President Yang for his wonderful speech. He has analyzed the current situation of the children's clothing industry and put forward a little hope that everyone can work together to protect children's clothing industry. I remember that in the last forum, I heard people say that everyone who makes children's clothing has the warmest heart because he is dealing with children. Next, I would like to invite Mr. Wang Jianping, who is also the big coffee in the industry, applause to invite the general experience of China market department of Tianxiang Group China, and Mr. Wang Jianping, general manager of Tianxiang group Shanghai Tianxiang medical laboratory Co., Ltd., to give us a lecture, please!

　　 Wang Jianping Good morning, everyone! You may remember the 3.15 evening of the night before. I believe that every year the business here will be very concerned. In fact, we are also very concerned. Many of our customers are very concerned about what to say. This 3.15 evening, the AQSIQ mentioned the children's clothing products imported from last year to this year, and found some problems through the statutory sampling inspection, which is relatively rare in the middle of 3.15 years. Why do you care about children's clothing? Everyone here knows that our 30 year's one-child policy has made our attention to children far more than we should pay attention to. Especially at our age, we are now opening the second child. We are too late. We have only one child. For us, the risk is too great. Our concern for children is, to a certain extent, far greater than our concern. This is a relatively objective environment.

Second, recently, we often see some media reports, suddenly saying that where to find toxic children's clothing and attention to children's clothing is, to a certain extent, related to the development of our technology, the improvement of living standards, and the concern of people's quality of life, not only the only child. There are many media reports. I think a lot of expressions about the quality of children's clothing are in fact a big problem. How should we pay attention to the quality of children's clothing? What are the concerns about the quality and safety of children's clothing at home and abroad or in the international market? We have grasps them correctly. From these aspects, laws and regulations, market supervision and spot checks, or recall from European and American markets, or other special cases, we can see from this aspect.

　　我去年在山东济南，也是一个纺织论坛，大家都很关注，都说纺织有问题，究竟问题在哪里?到什么程度，你能说说吗?我做了五年的统计，包括国内外市场的召回，包括中国市场间的抽查，包括我们实验室的数据统计，其实从某种程度上，我们实验室数据统计更准，为什么?样本量大，上海实验室一个月的纺织品报告书就是35000份，一年就是将近40多万份，从40多万份报告中间，我们从这些大数据去看，究竟我们的问题是什么?结果发现实际问题和大家关注的是存在差异的，现在关注什么?关注生态安全、化学品安全，为什么关注化学品安全呢?这个跟欧盟这些年在整个消费品领域力推的法规是有关的，今天因为时间比较短，我不可能展开，其实这并不是为了关注消费者的健康，更多是维护欧盟在化学工业方面的霸主地位，战略考虑比较多。

The green consumption has become the trend of consumption, including the national legislation, standardization, and the acceptance criteria of the seller and the buyer in the international trade. Many of them have put the safety of the chemicals into the monitoring index. We often see where the formaldehyde exceeds the standard of the children's clothing and what the pH value exceeds the standard. The year before last, the toxic school uniform in Shanghai was very serious. When I went to investigate, it was found that it was very small, not a school uniform, a costume, and a line on the side did not exceed 1% of the whole area. In fact, it was not used, and the outside was not paid for it. Of course, speaking from the face. Last year, our AQSIQ also issued a notice. Now the spot checks between the market are not the same as before. We found that there was a problem, so you stopped first. It was different from the opinion. Before this batch of goods went off the shelves, it may stop your factory directly, which is very great pressure on the whole industry.

In fact, what is the difference between what we know and what is actually happening? I look at it from the two point of view. One is the spot check from the domestic market, which is the quality supervision and spot check of children's clothing in the market from 2008 to now. In fact, the basis of spot checks in China is just 18401, a mandatory standard, a 5296.4 is the standard of labelling symbol, the third is fiber content, these three things are absorbed, the main problem now is, and the rate of nonconformity is listed. From this perspective, we can see that the rate of nonconformities in 2014 is relatively high, others are relatively stable, about 11%-12%, but what is the highest in the middle? Let's look back at the quality of children's clothing. What is the biggest reason for the failure due to chemical safety? It is pH value. Just now, I was talking with President Yang. In fact, I put the pH value in the middle of the 18401 for investigation. All of us buy clothes that will be washed and then washed. Once washed, we can solve them. But at present, because of the unqualified pH value, the impact on the whole industry is the biggest. So far, there is not any country or statute in the world, except that China has to check the pH value. So I strongly suggest that it is reasonable to have a look at this.

Let's take a look at the latest international statistics. This is the latest statistics in 2015. Europe and America, including Australia and New Zealand, are the latest ones. You can take pictures of them. There is no doubt that you can't find them. I just checked the statistics. I can categorized them. You can see that in the whole European and American market recall, the reasons for its disqualification are mainly around three aspects. The first aspect is that rope bags and small objects may cause suffocation, which is the biggest. Second flame-retardant, third chemical safety. So at present, in the international market, we are concerned about the three hotspots of the quality of children's clothing. Among them, the flame retardancy is the oldest and the earliest legislation. Second, of course, there are certain years for rope bags and small items, and the third is chemical safety, three points. The data were recalled in Europe and the United States. The recall was 48.89% or 198 in China, which is relatively small in these years. The largest number was in 2013, and 303 of them were recalled. In the middle, we can see that this is the highest, nearly 55%, the reason for the recall. What's the cause of China's recall? Over the years, we have been saying that the proportion of Chinese clothing and textiles entering the European and American markets is relatively high, about 60%, including shoes, clothing, hats and so on. This proportion exceeds our market share in the European and American markets. Our market share is about 40%. If we recall the proportion of 60%, it shows that the proportion of us being recalled is relatively high. China's textiles and clothing have been recalled in the European and American markets. 90% is children's clothing, and 90% of the 90% is recalled because of the rope and small objects. It is very prominent and very concentrated. This is not related to chemical safety. It is our design problem. We have not done the regulations according to the regulations of photography. This is not a big problem for rectification. The problem is to pay attention to laws and regulations and pay attention to standards. This is a little bruising because of the recall caused by design problems. Recall that so many cases are recalled in the Eastern European countries, not Germany, France, Italy and the United Kingdom. China's most recalled in the EU market is Hungary, the former Eastern European countries. Why? These countries themselves have just entered the European Union, and they do not understand the degree of control of the laws and regulations. Our export to Eastern Europe has just been up these years. The quality requirements of each other on the products, in terms of the formulation of the contract, are all vague, so we are recalled to a high level in Eastern Europe. In this case, I think we can get a distinct improvement in a short time. This is not due to technological reasons, equipment causes, raw materials or other reasons, but not at all.

This is a number of compulsory regulations and standards related to children's clothing at home and abroad. It is also recommended that you take pictures, because I have collected more complete ones. In other words, these regulations and standards are also concentrated on three aspects: fire retardant, rope and small objects, and chemical safety, which are all mandatory requirements. I hope you will give more attention.

What is the main concern? I would like to tell you that the first thing concerned with children's clothing is, of course, the prohibition of azo dyes. The second concern is the ortho benzene two formate, the third is alkyl, which is currently widely used in China, and is not restricted. Because of this reason, the risk of your misuse is very great. If the statute says this thing can't be used, then your risk is very low. The risk of such a banned dye is very low now. In the export, the proportion of the checked out for this reason is now less than 1%, and in 2011 it is over 15%. So at present, China's textile and clothing, including children's clothing export, the reason is that the reason for the disqualification of the azo fuel is only 1%. Speaking of the current chemical safety, there is a lot of content, but in the middle of international trade, or among the requirements of some brands, Now, the two items become the two most important risks, because there are no restrictions on Chinese laws and regulations. So we are not only concerned about these things, but we need to learn more about how to do these things well.

Just now, Yang mentioned the standardization, the current regulation is the end supervision, usually before the product is manufactured or before delivery. If there is a problem, you will have to change it too late. Therefore, we advocate the source management. If this is stuck, there will be no need for so many companies to do the testing. Now every time when the final delivery is done, every house will do the same thing. The source is the same. If we do it from the source, we will not do it later, so we can save the cost of social testing greatly. Second, you put it behind, if there is a problem, it can not be rectify, and can not be rectify, has finished finished products, resulting in a great loss. Therefore, how to strengthen management from the source, strengthen monitoring from design, material selection and production process is a matter that every entrepreneur and quality personnel must consider.

I will probably spend this time communicating with you about the quality and safety of children's clothing. Thank you!

Moderator: Thank you very much for the information that Mr. Wang Jianping brings, and it is all presented in front of you in the form of facts. If you want to make this industry develop well and make yourself strong in this industry, you need to understand the rules first so that you can be flexible and again, and thank Mr. Wang Jianping for his wonderful speech. Next, this is the pride of the children's clothing industry. The brand from scratch is doing very well. I believe he has many good experiences to learn from us. Let's welcome Mr. Qi Junhua, the brand director of Barbara, to give us a speech.

　　 Qi Jun Hua Thank you, leaders of the association, colleagues, and I am entrusted by the organizing committee to talk about some contents. Actually, I think that Barbara does a lot of work. I am doing brand work, so I want to talk about some marketing issues about the brand work. Just now, Professor Yang talked about good products. I feel that good products are the foundation of all brands. Marketing to a certain extent, my understanding is the problem of communication between consumers and psychological level. The first step in marketing is to have a good understanding of consumers. Now we say that users are oriented, a good product is the most important thing for marketing, and before we understand our consumers, the first is the premise. Let's take a look at the composition of consumers in this industry. In fact, the consumers of children's clothing industry are particularly complex. Balbara was the first to focus on mothers after 70. Today, after the 90s, mothers have already appeared. The first batch of Barbara consumers has become their mothers today, so their children are also in the order of 90, 10 and 15. The emergence of the second child makes our consumers more complicated. What will happen? There will be grandma grade mothers. For example, the second born after 70 is likely to be a grandmother, but she also has babies. They are very different in terms of demand. This is a special place to do children's clothing brand marketing.

Let's talk about the changes of consumers. These are our own understandings. They may not be so comprehensive. Each brand or the location of each children's clothing is different. The concerns are different. For us, there may be five aspects to be explored. First, our consumers are more fashionable. They are more internationalized, one is the younger consumers, and the second is the opening of the whole consumption environment. The second aspect is that the impact of word of mouth is becoming more and more important. Word of mouth has always been an important dimension of brand clothing. It is actually a question of consumer trust, but in today's environment, information is more diverse and more complex. Second, today's social media also makes our communication more convenient. People trust the people you trust when you choose, so word of mouth is different in today's marketing environment. On the third hand, I think the social scene is richer now. In the past, when 70 mothers were choosing, the demand was very simple. The main function was to keep warm. Now there may be various occasions, different occasions, education, travel and sports. This kind of scene has led to the diversification of children's clothing needs, and diversification will affect the supply of all kinds of brand requirements, so that your positioning and the supply difference of products will come out. This is also a dimension we need to think about. Fourth, the price is more assertive. The current consumer price is not that your price is cheap. He is willing to pay the price I want to pay, what kind of product I am willing to pay, this change is more obvious, more obvious than in the past. So the price perception in your mind is reflected in the distribution and supply of products. The fifth aspect is to pay more attention to practical consumption. It may be strange for you. After 90's attention to practical consumption, there is a new understanding that we must find the products he wants, the products he wants, consumers have more ideas and more recognition and recognition, which is both a challenge to the brand and an upgrade to the brand.

Around these aspects, we conclude that these five aspects need attention. In the process of brand building, what are the five aspects that we should inspire or consider? One, because we all know that the rapid development of social media, the word of mouth we just talked about, we must pay attention to the impact of the community on the entire marketing. This is because, in view of the rule of communication and communication, we must trust our friends around us. So how to influence the personnel at the top of Pyramid will get twice the result with half the effort. The second is the intelligent search problem. In the past, the advertisement talked about accurate keyword marketing. In the past, it was knowledge search, today's search, where we go to eat a meal, or travel, there are many brands, such as public, American group, donkey mother and so on. These are convenience search, how to let consumers find you conveniently, intelligent search may be a point of attention for future marketing. The third aspect is net red. From some variety shows, net red is particularly important. In fact, if we shorten the way of brand recognition, net red is a very important link. For us, we often say that a group of people should seize it, that is, your fans, fans at the top end will bring you the effect from the media. The fourth aspect is that we feel that there is a new understanding in the more common way. It is a way of family society that is very common behind shopping. It solves the whole family consumption in a space. In this process, your brand is in contact with you and gives him a good feeling in a conscious process. It is also a way of brand communication and dissemination. In fact, we know that the marketing cost of children's clothing can not afford so much. It is impossible to make tens of millions of advertisements. The four aspects mentioned earlier are very common. The fifth is related to our product operation. We know the brand through the functional products. We talked about the scene just now. We will encounter such a situation in the shops. It is said that the summer vacation is coming, and what kind of products do you want to find? Not necessarily I can provide, but if you have this product, he will have a deeper impression of your brand. You have a good category to the consumer, and your brand will extend and radiate. He will recognize that the products around are particularly good. These aspects are different from previous consumers, combined with the latest environmental changes.

In this regard, combined with some of the behavior of children's clothing, one is to understand the consumer better. Now the consumer's consumption concept has been upgraded. If you understand him, understand his social behavior, and redesign and consider the brand, this is very important. On the second hand, we feel that we should be good at communication. Now the consumer has changed. After 70 to 90, there will be 00 after that, including the environment that children and mothers are exposed to. The way of conversation and the language of their speeches have changed. It is very important not to be good at communication. Similar language is a good communication process. The channel you use for communication is not necessarily a TV. It must be the channel for the 80 and 70 mothers. The third aspect is back to the foundation. No matter what kind of marketing you do, what kind of brand marketing you want, you must have a good product, which is the most basic. Fourth, back to the price issue, price setting does not necessarily have to be pursued. What you consider is not the cost plus method. This is a foundation. More importantly, today, to some extent, the consumer's willingness to pay is taken into consideration. The price is actually close to the consumer's point of view, and from the consumer's point of view, you should see what your brand should do.

We did some simple thinking and sharing. Thank you!

Moderator: Thank you very much, Mr. Qi Junhua, from many aspects to tell us how to shape an excellent brand. As we all know, we Chinese pay special attention to family and love children and grandchildren. But the one child policy has many people's hearts in regret. Just now, Wang Jianping said that only one child regretted that he couldn't catch up with the second child policy, including young people like me. The temperature at the scene is a bit low today, but we find that every speaker's content is very real and helpful to us, so the atmosphere at the scene is warm. Yesterday, Premier Qiang's answer to the press question mentioned that the elimination of backward production capacity has been eliminated from steel and coal, and steel has eliminated hundreds of millions of capacity. I am not sure whether there are still backward production capacity in the industry of children's clothing. Now one of the problems before us is that the era of manufacturing has arrived. Originally, we talked about getting enough food to wear warm clothes and warm clothes enough to wear. But now the demand for quality is getting higher and higher, people's living standard has been raised, and the pursuit of quality of life is constantly improving. The next guest to be invited is to interpret for you from the field of intelligent manufacturing. Mr. Zhang Jiayong, director of marketing department of Shanghai Toyama Precision Machinery Technology Co., Ltd., delivered a speech for us.

　　 Zhang Jia Yong Distinguished guests, good morning! Next, I would like to share with you some of my personal ideas about making smart products. Our industry is making sewing machines. We have conducted some in-depth research on the entire garment industry. Of course, what I said at the beginning is not only the children's clothing industry, but also the common problem of the entire textile and garment industry. Just now, the moderator said that the temperature is a bit low today, and I will talk about some of the contents before, which will make people feel a bit colder to a certain extent, because it is a real cold water.

My theme today is intelligence, pragmatism and foresight.

First, let's take a look at the current situation of the textile and garment industry. We have made some investigations on the domestic and international garment enterprises. We have found some problems in the textile and garment industry since the reform and opening up in the past 30 years. For 19 consecutive years, we ranked the world's first in textile and clothing exports. We made 1/3 clothing in the world, but we still have a distance from our target power. We are big countries, but we are not powerful countries. This is a very real problem before all our colleagues. Speaking of the world factory, this is also seen in all kinds of literature. It is said that China is the world factory, whether it is textile, clothing or electronics, or other processing industries. It is the world factory. Indeed, the label of the world factory, let us not talk about whether it is commendatory or derogatory, because the United States, Japan and Britain are once the world's factories, and the concept of the world factory and our world factory may be different from what is now. Our survey found that the world factory in the United States and Japan had only about 5% dependence on foreign technology, and now China's world factory's role playing process, our dependence on foreign technology is more than 50%, which is a very real problem. Many of our enterprises lack brand, lack of design and lack of core technology. This is also a very practical problem for the processing enterprises in front of us. Of course, we are very pleased to see that brands like Barbara, which can make us feel very proud, have blossomed on the whole market stage.

We are at the very end of the supply chain. In fact, when we were investigating some foreign markets, we found out what we knew before. Some clothing enterprises in Southeast Asia and South Asia are taking our old road. They use the population to pile up, and their production efficiency is very low. This is also the way that we have gone through before. We just rely on the population to pile up, and make the labor-intensive industry. Southeast Asia and South Asia are now walking this way. But through our recent research, we find that some garment enterprises like Southeast Asia have greatly increased their efficiency, and even do not lose them to domestic enterprises. This needs our attention. We can no longer think that enterprises in Southeast Asia and South Asia are still in backward production. Their efficiency has come up. Therefore, we still rely on relatively backward production to work, then it is possible that our advantages will be further lost. Therefore, branding, design and core technology are the next things we want to do.

On the 2014 annual clothing innovation annual meeting, President Chen Dapeng gave a keynote speech entitled "pragmatism makes innovation the real driving force". This article can also be found on the Internet. I strongly recommend that if you have not seen it, you can search it. This article reminds some of the textile and garment industry through some concise and pragmatic language, such as how we do more in the field to do our innovation, how we can build the whole supply chain system, how to run our brand, and strongly suggest that you go and have a look. In the end, we still need to return to the essence, make clothes and make brands. We really need to return to the essence, the whole production process and the supply chain. After reading this article, one of my strong ideas is the whole supply chain system. We feel deeply in the field of sewing equipment. When we visited our customers, we found that sewing equipment as a part of it is not valued in many enterprises. We just regard it as a simple tool, and precisely these tools affect the quality of clothing and the process of garment production to a certain extent.

Here I want to raise a question, which is a very helpless point for us. We are a domestic brand. When we visit many users, we often feel that there is still a strong inertia in the choice of international brands. Indeed, during the whole development process, the international brand represents a certain stage of the core technology of sewing equipment in the world. Through the efforts of these years, the domestic brands, on top of some patent technologies, we have even walked ahead of the international brands. And now the entire manufacturing level, China has made more than 70% sewing machines, sewing equipment more than 70%, all of which are made in China, homogenization is a very common phenomenon. We would like to ask if we need to import the brand on the selection of the society. Let's take a look at the forward-looking information, for example, the computer sewing machine. In the previous promo, we can see that 4-6 can help the factory to recover the cost, and our industrial robot arm soft fabric automatic pick and place technology is not available in Japan and the United States. It is also a technology pioneered by Toyama.

Here is a video. We have achieved automatic crawling of flexible fabrics through several years of research and development. Next, we are preparing for mass production, and we can expect that many kinds of clothing will be able to realize automatic sewing next. And we are carrying out the Research Institute of cloud garment manufacturing technology in Toyama. We set up such a research institute in September last year. What kind of work do we mainly do? That is to do the transformation of the smart factory. It mainly has the improvement of traditional hardware facilities, that is, our original plant facilities use new technology to make some improvements, lighting, ventilation and logistics to carry out a series of improvements and production process improvement, which should be very well understood. During the production process of our equipment, including the whole production process, because some information in our industry is relatively closed, we are using relatively backward production processes. What we mainly want to advocate is to improve the whole production technology improvement through our push.

There are also information intervention, data collection and application, which is divided into two parts, the first is the collection and use of information inside the factory, and the other part is how to collect these information in marketing promotion, such as Ba Rabah Laky director general, to carry out seamless links in our production process. This is also the subject we want to conquer. We are conducting related research. Last September, we signed a cooperation agreement with PEAK. PEAK is the first customer of our institute. So far, we have made some cooperation achievements. Next, we will publish some fruits that we collaborate with PEAK Institute in the media, and give you a reference. Next, we also welcome further understanding of our research institute and relevant information. We will disclose it on the official website from time to time.

The above is the content that I would like to share with you about wisdom creation. Thank you!

Host: Thank you for your speech. If there is a good product, why not choose the domestic product? Then we will talk about the next step. Let's invite the dialogue guests, Mr. Yang Jinchun, vice president of the China clothing association, Mr. Qi Junhua, brand director of balbbara, Zhejiang Semir Clothing Co., Ltd., Mr. Ma Haoran, chairman of international holding of BL group (Group), Mr. Zhang Jiayong, director of marketing department, Shanghai Precision Machinery Technology Co., Ltd., Toyama.

On the stage, I want to see all the experts in the children's wear industry and the big coffee. The first question I want to ask is, how do you speed up the brand and internationalization of children's clothing enterprises?

　　 Yang Jin Chun Because the concept of brand is broader, there are macro concepts, and there are micro concepts. If the industry is concerned, the promotion of branding will be accompanied by the transformation and upgrading of the whole industry. In the perspective of eliminating backward production capacity, equipment renewal and technological transformation, the advantageous resources have been transferred to good enterprises. Bad enterprises, with the intensification of market competition, including the influx of foreign brands, there are already a group of bad enterprises and no competitive enterprises have been gradually eliminated. Including the reorganization of assets, including bankruptcy of enterprises, including mergers, this situation is also very normal, also in line with the law of normal macroeconomic development, good brands will eventually rise, this is a surging era, we also see the growth of brands such as Barbara, such a brand is a rapid branding. From a microcosmic perspective, from the connotation of brand, it is nothing more than innovation, original design, quality control, including quick response service, and corporate social responsibility, four in one. Struggle, the pace of internationalization has never stopped, including the integration of capital, including the integration of brand elements, including the integration of design concepts, including the exchange of designers, including the exchange of business executives. In fact, our internationalization has never stopped. With the rapid development of the children's clothing industry over the past two years, a large number of international buyers, including international brands, have penetrated into China. He must go through some Chinese professionals, including Chinese brand enterprises, so as to enhance the internationalization of two directions. Foreign capital and industry resources can be used for us. At the same time, Chinese enterprises can also push their brands, their ideas and the confidence of Oriental people in the process, so that the pace of internationalization has never stopped. To realize the branding of children's clothing enterprises, if it is internationalized, the entire garment industry has been the industry of national retreat and demo industry many years ago. The proportion of state-owned enterprises is very low, and more than 99% of privatization depends.

Moderator: that is to say, there are still many good brands in China's children's clothing industry, and this strength can go international, and now the reform is also gradually deepened. The indicators may not have known this provision, but the regulations and policies become more and more meticulous, which will also help our enterprises to further develop.

　　 Yang Jin Chun China's enterprises are very strong, and Chinese enterprises have their own advantages in terms of self-viability. Our processing industry chain exceeds any other country, at least from the clothing industry, the process of internationalization of children's clothing enterprises.

Moderator: President Yang said that the autumn harvest seems to give everyone a shot in the arm. If we want to have this confidence and pride, our children's clothing industry will surely have greater steps towards the world. Ask Mr. Qi, Chairman Yang has just introduced that Barbara is very good, and is growing very fast. It is also the pride of the whole children's clothing industry. It is a paragon of our success. Just now, Qi always gave us a lot of speeches in the process of speech. For example, under the new normal, how to grasp the psychology of consumers in the new era, how do you shape the unique brand? Now we all fear that the homogenization is too serious. How can we shape the personality and characteristics of our brand?

　　 Qi Jun Hua Let me first talk about the issue of internationalization. In fact, we also understand that China's market is very large and internationalization is not necessarily going abroad. In China's market, international thinking is also a kind of internationalization. International brands have entered China, taking the Chinese market as an international market, and Barbara himself also has some Chinese markets in the international market. But we think that to understand Chinese consumers is also an international thinking. It is also an international brand. In China's international brand, we also view ourselves.

　　谈到品牌塑造，因为现在是消费大升级和消费者升级的时代，消费者升级，必然会对品牌提出要求，这也是一种倒逼，这让品牌有很大的差异化，因为你要满足消费者升级带来的各种不同的需求，满足这种不同需求的过程当中，你是需要了解消费者各种各样的变化，现在消费者你看他的消费观念发生了很多变化，从购买角度讲有超前消费，也有随心的消费，包括生活方式，所有消费是和生活方式结合在一起的，包括场景问题、支付问题，支付方面也发生了很大的变化，移动端购买等等都是新的变化，这种变化必然会对品牌带来影响，包括消费者自身个性化的问题，这也是蛮有意思的，个性化确实给品牌带来一些挑战，但是如果从一些小的点来看，他的个性化会给你的产品带来延伸品，比如说你本来只是买一件服装，结果你把配饰也买了。 This is a change of the consumer, and these changes will be run on the operation of the brand, and the brand will have different characteristics. In the process of consumer upgrading, it is also a brand displaying its own personality, and it is no longer as easy to converge as before. Nowadays, it is not so easy for a brand to do convergence. To seize these, naturally let your brand have its own consumer group and show some characteristics of specific consumer groups, which will help the brand form its own brand image.

Moderator: you mean from the supply side to consider that the supply side is considering our production from the real needs of consumers. Now the consumer demand is changing more and more. To have personality, fashion and so on, you only have to understand the psychology of consumers to produce goods that he is willing to pay for.

　　 Qi Jun Hua Yes.

Moderator: next leave Mr. Ma Hao Ran, we all know that children's clothing industry is a bit difficult, that is, in terms of security feel more stringent than other adult clothing requirements, after all, we all say that the most tender in the world is the skin of infants and young children, so in children's clothing safety, environmental protection, wearing a healthy share of this?

　 Ma Hao Ran ：因为我们做的G100这个品牌就是以健康、安全为我们的主题，就像刚才杨会长讲的，婴童装绝对不能成为三聚氰氨的第二产业，我们要为中国的宝宝做安全、健康的衣服，我们这个企业有一个最大的特点，我们是产业链完整的体系，我们在做婴童装产品的时候，我们从面料上就加以了严格的控制，我们所做的面料全部是不染色的，我们是根据纤维的颜色的差异来进行搭配，我们整个面料没有甲醛，没有偶氮，我们在制作的过程当中，就把所有的健康、安全的对婴儿不利的地方，在产业链的前端就处理掉，我们做出来的服装和衣服就能确保健康和安全，我们在保证健康安全的同时，我们也增加了面料里头的特性，像纯棉面料，现在很多纯棉面料出来的时候手感没有特别柔软，或者是通过加柔软剂来进行柔软，通过这样化学的东西，对孩子的皮肤健康都是不太有利的 And through biological treatment, we can make it feel softer, more fluffy, and bring better care to children. All the fabrics and all development we develop are based on children's health and safety, and care for their skin. So our G100 is also a historical G100, and also a concern for caring one hundred percent.

Moderator: your enterprise should have its own long-term research and accumulation in the safety of children's clothing. Just now, Mr. Ma said that the source of the production is qualified, and the products produced will not be destroyed. This is the same thing as Mr. Wang Jianping said just now. I hope that after the whole forum is over, we can share the health and environmental problems of baby products together. Just now, Yang said when he spoke, I was very touched. He said everyone in the industry should work together to protect the healthy development of the baby industry. As a business to produce healthy and safe products, as China's consumers, we also need to give China's brand practical support, businesses produce good products, consumers get tangible benefits, and everyone has a healthy and prosperous life. Under the joint efforts of all people, children's clothing industry will surely get better and better. We believe that the next golden ten years will soon be seen. Next is the question of the last guest. What is your outlook on the intelligence of our children's clothing enterprises?

　　 Zhang Jia Yong In our industry, our classification of equipment is temporarily divided into three levels. The first level is the automatic sewing equipment, which can realize full-automatic sewing function. The second level is the intelligent workstation, and the third level is the ultimate, which is the fully automated production line. Now our entire research and development has reached the second level and the third level, but in turn we will see that many garment manufacturers are still using some relatively backward technology and equipment to produce, especially in relatively dense areas. We still rely on manual labor now, and more and more workers are relying more and more on the profession of workers, such as a worker making a whole children's clothing and realizing the whole production. But we will find that the cost of labor in China is now more than three times higher than that in Southeast Asia. In the future, we can no longer afford to invest in such high input labor because our cost can not be sustained. Now our consumption is becoming more rational. Our entire profit space is constantly being compressed. If our cost continues to rise, our development space will be restricted. How do we use machines to replace people? This concept has been in Zhejiang province for a long time, replacing machines with machines, reducing labor input, and using intelligent equipment to improve production efficiency. I think this is beneficial to the development of our brand and factory.

Moderator: I think Mr. Qi has a strong say in this matter, because it is in line production. What do you think?

　 Qi Jun Hua Although Barbara is not a good product, though he is not a complete producer, we will have our own standards and requirements. We need to make conscientious products. As for the realization of conscientious products, of course, it is related to the supply side. As for some intelligence, what is the future, I think it is a means, but the goal must be seized. No matter how the environment changes, the most basic goal is to create conscience products for children. This is the inherent thing of Barbara brand, it may not necessarily float out.

Compere: it is to use scientific means to create the genuine products that we really need. Thank you again for the dialogue between the four guests. Today we end this time because of time. Thank you for your further communication with the distinguished guests after the forum. Thank you!

Moderator: next is the forum's award presentation. It should be said that in 2015, every child dress in the entire children's clothing industry is faced with opportunities and challenges. In order to get everyone's hard work in this year, we also set up an award presentation today, which is a commendation for all children's clothes. I think it's a kind of thanks for every child's unremitting efforts and struggle. As the organizer of this forum, China clothing association children's wear Specialized Committee and children's wear magazine magazine have also made a lot of efforts to promote the success of this forum. This award has gone through six months since its establishment, research, primary selection and final assessment, and has been thoroughly visited and studied in the market. Under the scientific and rigorous index, the professional appraisal of the industry has been organized. Finally, 12 awarding enterprises have been selected. Let's invite the award-winning enterprises to take the stage with warm applause.

(presentation of awards)

　　 Yang Jin Chun Thank you for your participation. Children's clothing has a future. I hope you can make a difference and welcome the next golden ten years. Thank you!

Host: Thank you again for president Yang. Congratulations to all the guests. The whole children's clothing industry has a broad future. Every children's clothing has boundless prospects. Thanks again for every guest to come to our children's wear forum. We look forward to seeing you again in 2017. Thank you again!