** Long made playground business transformed

** Long made playgrounds

On the Second Ring Road in the south of Zhuji, Zhejiang, nearly 100 acres of land are under construction. This is a paradise for children. The investor behind it is a clothing company in Zhejiang—Prince Dragon Clothing.

Wang Zilong, Prince of Prince of the Dragon, named the amusement park “Prince Dragon Happy Valley”. This image is derived from Prince Edward Dragon’s anime children’s clothing brand. Wang Peihuo hopes that through the creation of this commercial tourism real estate, the brand power of the “Dragon Prince” will be promoted and the sales of its children's clothing and other derivative products will be promoted.

In the dream fairy tale, not only Wang Peihuo and his Prince Edward. At the Newbridge, Minjiang, Wenzhou, which is more than 200 kilometers away from the “Dragon Prince Happy Valley” site, a children’s cultural and creative complex named “Dream Town” is also under construction. “Dream is more” is Senma’s children’s wear. Brand.

In the view of insiders, the children's wear industry is sluggish today, and garment companies build "amusement parks". They also hope to extend the industry chain and enhance the brand image of their children's wear to promote the sales of children's wear. In fact, no matter whether it is the “Dragon Prince Happy Valley” or the “Dream Town,” it will open up special places for selling children's clothing in prime locations.

For consumers, the future of leisure and entertainment is more of a way to match - go to the playground + buy children's clothes. So, will you take your children to such a playground?

Clothing companies make "Amusement Park"

According to Wang Pei-huo's plan, the “Dragon Prince Happy Valley” will be built into the largest indoor theme park in China. The amusement park will incorporate science, entertainment, leisure and education. Around the theme park, Wang Peihuo also plans to build an outlet, a commercial street and an electricity supplier building. The entire project occupies nearly 100 acres and the building area may exceed 160,000 square meters. The entire real estate project was led by Wang Tinghuo’s daughter Wang Ting.

In order to build this real estate project, he played the “cross-border” dragon and invited the father of Japan’s “Utman Altman” to work as a consultant and learned from the philosophy of the Japanese Hello Kitty theme park.

As for the location of Zhuji, besides Wang Pei-huo’s hometown complex, the absence of large-scale theme parks and Outlets in Zhuji City is also the reason for Wang Pei-huo’s consideration. However, Wang Peihuo hopes that this project will enhance the cultural image and popularity of its children's wear brand "Dragon Prince" brand, and promote the development and design of "Dragon Prince" animation and derivative products.

Coincidentally, in the Newbridge, Minjiang, Wenzhou, which is more than 200 kilometers away from the “Dragon Prince Happy Valley” site, Semirwear is building its “Dream Town” children's cultural and creative complex.

Zhao Xiaobo, the person in charge of the “Dream Township” project once briefed the media that the project can be said to be an urban fashion children’s theme square with children’s experience, education, education, training, entertainment, and business as a whole. 40,000 square meters. They will use this to dig deep into the two major markets of children's industry and cultural industry with great development potential. “This is a new attempt by Senma to moderately diversify the industry. Next we will also plan to build a children’s cultural and creative street in conjunction with the neighboring old factory building, relying on the “Dream Township” and use industrial resources to develop more children’s projects.”

Children's clothing that looks beautiful, why can't you make money?

However, whether the enclosure is good or where the garden is used, it is not the idea that Wang Peihuo “came out of his head”. Behind the "fairy-tale dream", there is a cruel reality in the garment enterprises "folding off the children's wear market".

Over the years, there have been large and small clothing companies marching into the field of children's wear. “In Zhejiang, clothing brands that you can name are basically doing children's wear.”** Xu Jianhong, head of the dragon costume children's clothing business, said, “Some like , Metersbonwe, Peacebird, Sancai, and Haibei are all building their own children's wear brands. We have launched our own children's wear brand in 2008."

According to Yang Lanqing, Executive Chairman of the Zheshang Research Association, these garment companies have invariably entered the children's wear market with the same reason: “At home, the competition in the adult clothing market is very fierce, but the competition in the children’s wear market is not yet sufficient. The brand has not yet been formed. In addition, the rigidity of children's wear is stronger than that of adult clothing."

These favorable market factors continue to seduce apparel companies, but these years of efforts have not been very rewarding. Take Xu Jianhong's words: "Everyone is full of self-satisfaction. Finally, they return." More people in the industry believe that 90% of garment companies may be losing money.

Children's clothing that looks beautiful, why can't you make money? Xu Jianhong's analysis is: "One factor is the environment. In the past two years, the overall development of the domestic garment industry is not very satisfactory. Children's clothing cannot be spared."

“On the other hand, the channel determines fate, the current children's clothing industry mainly relies on three channels, one is the wholesale market, the second is the shopping mall, the third is the street shop, the wholesale market is no way to do the brand, but now the cost of entering the mall is more The higher the street price, the more the street shop cannot be opened and the rent is too high. With the profit rate of children's wear, there is no way to support the rent of the shop and the salary of the staff."

However, Xu Jianhong believes that the basic reason why children's clothing is difficult to do is the characteristics of the children's wear industry itself. “In the eyes of consumers, there are few fabrics for clothing, and the price is naturally lower. This also leads to the inconvenience of retail prices for children's clothing. However, anyone who has done clothing knows that the gap between adult and children’s clothing costs in terms of fabrics. It will not be too big, at most a few tens of dollars, but the tag price is not at all a level."

“This is indeed the case,” said Chen Haiping, director of Huzhou’s Taole clothing market, who runs “to be” children’s clothing. “The cost structure of a piece of clothing, besides fabrics, has many costs such as design, processing, labor and operations, but from the fabric In fact, the gap between children's and children's wear is actually not too big. Like our "needs" children's wear, mainly children and middle school children, so there are 165cm, 160cm such specifications, there is almost no difference in the use of materials and adult clothing, However, children's clothing is not on the same level of pricing as adult clothing, which means that the profits of children's clothing cannot reach the level of adult clothing."

Cross-border must also "discriminate"

The collective “grounding” of the children’s wear market has forced companies to find a way out and construct amusement parks, which is one of them.

“We hope that through the operation of the theme park and the animation industry, the children will like the image of 'Dragon Prince' and further promote the sales of our children's clothing,” said Xu Jianhong, head of children's clothing industry at Prince Edward Dragon Clothing Group. In fact, Outlets and the Commercial Street on the edge of the “Dragon Prince Happy Valley” will sell “Dragon Prince” children's clothing.

In addition, Prince Edward hopes to use this "theme park" to maximize the brand effect of "Dragon Prince". In fact, Prince Long has already set up an animation division, and has developed cartoons around the "Dragon Prince". In the future, the team will further develop more derivative products.

There is no doubt that Prince Long hopes to enhance the brand influence of the “Dragon Prince” through the industry linkage. According to Xu Jianhong, “We hope to extend the industrial chain and minimize the risk.”

According to Yang Lanqing, it is not unusual for garment companies to build "amusement parks." “The traditional boundary between industries is becoming more and more blurred, and one of the paths of enterprise transition is already a trend. But it does not rule out some companies’ ulterior motives, so-called big projects. It's just a nephew and it's actually a place for enclosures. It's a matter of making a listing or a merger for the company."

Yang Lanqing believes that if a garment company has the intention to do a real estate project, it needs to pay attention to two issues. “First, we must always focus on the company’s own main business. For example, the main business of a garment company is clothing rather than a playground because you’re a playground. Without this experience, it is impossible to do Disney, so we must make a fuss around this main business. Otherwise, it will not be worth the candle. Second, companies should not cross the border and do not follow the flow. Do not do what others do. You must focus on the main business. To integrate resources."

For the future of cross-border products, Yang Lanqing’s opinion is: “Now, when companies design products, they will more closely link the brand culture of companies with the individual needs of consumers and the hot spots of the time, so many industries In the transition, there will be a phenomenon of 'different destinations'. As for success, it depends on the company's own strategic positioning and operating capabilities."

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