Shishi children's clothing industry rely on cultural and creative description of "fairy tale legend"

The "Haier Brothers" animated series, known for its fun, smart, and alert characters, has had a lasting impact on a generation of Chinese children. However, this beloved cultural brand was unexpectedly acquired by Huarong Group in Xiamen. Recently, Huarong partnered with Haier Group to launch what is now considered the top children's product brand in China. Leveraging the popularity of the "Haier Brothers" among kids, the company is now producing a wide range of children's products, including shoes, clothing, stationery, and toys, aiming to dominate the domestic market. This development sent shockwaves through the Shishi children's clothing industry. Dong Sheng, president of the Shishi Textile and Garment Association, remarked: “With Huarong’s manufacturing strength and the cultural influence of the 'Haier Brothers' along with Haier Group’s marketing network, the Shishi clothing industry has entered two key phases: first, the decisive battle for the domestic market for Chinese children's clothing has begun; second, the era of intense competition across the entire children's apparel industry in China has arrived.” China's children's clothing market is huge, with hundreds of millions of young consumers. As a result, foreign brands from South Korea and Japan are eyeing this lucrative market. However, many Chinese children's clothing companies, including those in Shishi, have not yet secured a strong position. Shishi's children's clothing industry has developed earlier, with over 500 manufacturers, but competitors from Quanzhou and Jinjiang are catching up quickly. Brands like Tico and Green have already made a significant impact in the domestic market. Although there are some well-known brands such as Lion, Pranks, and Quarter, most of them struggle to compete. Only a few leading companies like Wild Leopard maintain a share in the market, while the majority remain low-cost "laborers" for foreign buyers. Currently, over 95% of Shishi’s children's clothing businesses focus on foreign trade, exporting large quantities of garments to the Middle East and other regions, where they are sold at low prices by foreign buyers. In reality, Shishi businesses only earn minimal processing fees and fabric costs. Some items are sold for just a few yuan in China, but after being processed, they can be sold for ten or more dollars abroad. This situation often leads to embarrassment, with many businesses feeling like "junior partners" rather than real players in the market. As one business owner put it, “We must strive to change our status and stop being just foreign subcontractors.” A children's clothing brand with a strong cultural identity can sell for over 200 yuan, while cheaply made garments usually only fetch 20 to 30 yuan or less. The difference lies in cultural value. Fung Lane, a children's clothing business owner, noted that Huarong’s strategy of leveraging the "Haier Brothers" brand culture to shape consumer trends is a clever move. If managed well, it could trigger a powerful consumer trend in the domestic market, given the deep emotional connection the "Haier Brothers" have with millions of children. Lack of children's clothing brands doesn't mean a lack of creativity. This creative idea is reflected in both brand culture and the entrepreneurial strategies of business leaders. Why couldn’t Shishi think of something like Barbie, which has influenced generations? Shishi’s children's clothing industry should also create a few culturally influential brands. Today, the children's clothing market is flooded with similar products, and companies are competing fiercely. Yet, consumers increasingly care about the cultural meaning behind the clothes, looking for more interesting and meaningful designs. As production capacity grows, garment manufacturers must differentiate themselves by making their products more culturally appealing. Shishi's children's clothing companies have the potential to tell a "fairy tale," not just produce clothing. Those who hold the title of "National Children's Clothing Production Base" are expected to rise even higher.

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