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常州裘天宝服装有限公司创建于2003年,是一家拥有自营进出口权的外向型出口企业。公司注册资本111.85万美元,产品以针织童装系列为主,远销美国、欧洲等国家和地区。
Ltd. was founded in 2003, is a self owned import and export rights of export-oriented enterprises in Changzhou. Company registered capital of 1 million 118 thousand and 500 U. S. dollars, the products are mainly knitted children's wear series, are exported to the United States, Europe and other countries and regions.
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婴童装转型 资金人才成最大坎

时间2016.07.13

原本抱着“打酱油”的心情来参加CMBE上海国际孕婴童展的邢继全却意外地收获颇丰。“光展会第一天的上午就陆续接待了十几批海外客户,都是来向我们订货的。”他告诉《第一财经日报》。

  邢继全所创办的企业青岛小熊汤姆家居有限公司(下称“小熊汤姆”)是一家生产婴幼儿家具的厂家,而与一些同行有所不同的是,这家企业在2004年创立之初只是单一地为日本、欧洲等多个国家的企业代工婴幼儿家具,从去年开始企业决定转型,打造属于自己的品牌“汤姆小熊”。谈及这次“单飞”的缘由,邢继全强调,这是为了企业今后十几年甚至二十多年后的发展考虑,掌握主动权。

  邢继全看中的其实正是国内婴童市场持续不断掀起的“淘金热”。

  婴童产业研究中心公布的数据显示,去年中国0~12岁的婴童市场总规模约为1.15万亿元。近几年,婴童市场将保持15%左右的高速增长,预计到2015年婴童市场将达到2万亿元市场规模。

  好孩子(中国)商贸有限公司董事长富晶秋告诉记者,婴童行业的高毛利率吸引着一批又一批的企业进入,眼下国际品牌都想进入中国市场,而国内企业则在如蚂蚁般围攻这个行业,这种趋势在近几年更是有增无减。

  转型背后自主研发是关键

  正如富晶秋所言,在争先恐后的背后,婴童行业的高毛利率是让不少代工企业觊觎的最大原因。记者在上述展会上向不少展商询问后发现,婴童行业普遍毛利率高企。一位展商告诉记者,国内一款婴儿床的出厂价为2400元,但终端售价可以卖到5000元。一款儿童餐椅的出厂价为300元,终端标价最高超过800元。而一些进口婴儿服饰则更甚,一款在国内生产、美国贴牌并再进口到国内销售的童装价格可以比出厂价高出5~8倍。

  显然这些都是仅仅作为代工角色所无法分得的。而与邢继全有着同样感受的人也不在少数。富康玩具制品有限公司董事会主席劳富文也曾经深切地感受到了这种当配角的窘境。

  2002年劳富文一次在深圳某商场闲逛时,发现一款国外品牌的婴童水杯售价49元,而这款水杯正是当时其所在的企业代工的产品,但出厂时这款水杯只有5元,“穿上国外的‘服装’,换个名字身价就能涨10倍。”劳富文幽默地做了这样的比喻,而零售价与出厂价相差近10倍的悬殊也让他深感到创造自有品牌的重要性。

  在此之后劳富文开始了建立自有品牌的筹备,并在2007年注册成立了东莞亲亲我实业有限公司(下称“亲亲我”),第二年便推出了自有品牌的产品。

  回忆起为海外客户贴牌生产的那段日子,邢继全也坦言当时做贴牌只能跟着订单走,往往很被动。而对大部分以贴牌谋生的制造企业而言,自己拥有产品研发及设计能力的很少,但这却恰恰是转型做自有品牌的关键所在。

  劳富文也有同感。“这需要有从工厂思维跳出来去冒险的勇气。之前大多围着国外客户提供的产品转,对品牌概念模糊,而一旦做品牌,其思维方式就完全不同,研发、功能性、包装设计等方面都需要兼顾考虑。”

  原本就对设计颇感兴趣且已有自主设计产品面世的邢继全则很自信。他指着一款由其自主研发的摇摇床向记者演示,只见他将这款产品的床体部分和支撑部分稍作改变,这款摇摇床即变成了一张圆形桌子。“只要有自己的设计能力,不担心将来没有市场。”邢继全甚为高兴地说道。

  人才、资金缺一不可

  劳富文介绍,2002年考虑转型时,在东莞其实存在着一批这样的婴童用品制造代工企业,当时行业里甚至流传着这样一句话,“做品牌是找死,不做品牌是等死”,因为在面临转型变革的十字路口,人才和资金是企业遭遇的最大难题。

  “虽然资金是道门槛,但不少转型做自有品牌的企业最初都会想到投重金做广告以此来打开市场,但这种用钱砸出来的市场不稳固。”亲亲我CEO郑子枫指出,“相反找到团队在哪里更为重要。”据郑子枫介绍,从2005年开始企业投入了500万元用于内部培训体系的建立,聘请企业顾问为企业打造适应企业发展规划的人才,目前亲亲我70%的骨干人才出自当初的人才培训体系。在他看来,只有手握专业的人才,才是建立品牌的第一步。

  相较劳富文在婴童行业扎根30年,积攒了充足资金,邢继全就没有那么幸运了。由于资源有限,目前,邢继全所在的团队每研发设计一款新产品,从概念到最终推出市场要花费10个月的时间。而从去年开始资金就成为了他心中最大的痛,邢继全坦言这是自己最大的“短板”。

  “贷款无法成行,融资又无门,我们已把大部分的资金都花在了产品研发上,而在渠道布局上已没有多余的资金。”他坦言,而这也使得他所在的企业目前无法全面打开市场。“虽然我们自己研发设计的产品已申请了专利,但还是担心会被其他同行仿冒,如果无法抢占市场先机,就有可能被后来者超越。”邢继全颇为无奈地表示。

  2009年9月,复星普润联合凯雷集团9.02亿元注资中高端婴幼儿配方奶粉企业雅士利,成为近5年该行业私募融资规模最大的一笔交易;2009年7月,挚信资本1亿元投资儿童服饰企业博士蛙,推动2009年该行业VC/PE融资规模创下纪录。2012年至今,国内母婴行业共完成3笔融资交易,披露融资规模6.3亿元。

  其实,资本挑剔的背后也有其自己的担心。“产业集中度低,市场机会和缝隙多,导致产业竞争不足,小、低、散已是目前行业的基本特征。”一位VC投资人告诉记者,把整个婴童行业产业链的每个环节落到实处就是一个个细分市场。每一个细分市场的容量虽然很小,但却存活了大量的企业。

  在他看来,有些婴童企业的营业额很高,但仔细分析一下,其利润来源都是依靠代理渠道,没有自己的核心品牌,这类企业的竞争力显然就会不足。“走品牌渠道或是产业链布局完整的企业才有可能最终冒出来。”他说。

  据记者了解,目前自有品牌销售仅占到了“小熊汤姆”总销售额的两成,而对“亲亲我”而言,已占据了其半壁江山。上述两家企业都向记者强调,缩小OEM的份额,扩大自有品牌的销售是其未来的必然发展方向。

Originally holding soy sauce in the mood to participate in the Shanghai international CMBE pregnant baby show Xing Jiquan surprisingly rewarding. Light show on the first day of the morning will continue to receive more than a dozen overseas customers, are to be ordered to us." He told the "first financial daily".
Xing Jiquan founded the Qingdao cubs Home Furnishing Co. Ltd. Tom enterprises (hereinafter referred to as "Tom the bear") is a manufacturer of infant furniture manufacturers, and some of them is different, the company was founded in 2004 with only a single enterprise OEM infant furniture in Japan and Europe and other countries, from last year start enterprise transformation, to create their own brand "Tom bear". Talk about the "solo" reason, Xing Jiquan stressed that this is for enterprises in the future ten years even after more than and 20 years of development, grasp the initiative.
Xing Jiquan fancy is actually the domestic baby market continued to set off a gold rush".
Baby Industry Research Center released data show that last year, China's 0~12 year old baby total market size of about 1 trillion and 150 billion yuan. In recent years, the baby market will maintain a high growth of about 15%, is expected to reach 2 trillion yuan in 2015 baby market market size.
Good boy (China) trading company chairman crystalrich autumn told reporters that the baby industry attracts a high gross margin and a number of enterprises to enter the international brand, now want to enter Chinese market, while domestic enterprises in this industry like the ants of the siege, the trend in recent years is increasing.
Behind the transformation of independent research and development is the key
As the crystal rich autumn said, in the rush to the fore behind the baby industry high gross margin is the biggest reason for many enterprises coveted. Reporters in the above exposition to a number of exhibitors asked after the discovery, the baby industry generally high gross margin. A show business told reporters that the domestic price of a baby bed for 2400 yuan, but the terminal price can be sold to 5000 yuan. A children's dining ex factory price of 300 yuan, the terminal price up to more than 800 yuan. Some imported baby clothing is even more, in a domestic production, the OEM and then imported into the domestic sales of children's clothing prices can be 5~8 times higher than the ex factory price.
Apparently, these are just not part of the contract. And Xing Jiquan with the same feelings of people are not in a few. The Beverly Toys Co. Ltd. chairman Lo Fuwen have deeply felt the stooge dilemma.
2002 to Fuwen once in a shopping mall in Shenzhen stroll, find a foreign brand baby bottle price 49 yuan, but this cup was the enterprise OEM products, but this glass factory is only 5 yuan, "put on" clothes ", the foreign body can change the name of the price rise 10 times." Lao Fuwen humorously made such a metaphor, while the retail price and the ex factory price difference of nearly 10 times the gap also let him feel the importance of creating its own brand of deep.
After Fuwen work began to establish their own brands of preparation, and the establishment of the Dongguan Industrial Co., kiss me registered in 2007 (hereinafter referred to as "kiss me"), second years has launched its own brand of products.
Remember those days for overseas customers to OEM production, Xing Jiquan admits that do OEM can only follow orders to go, is often passive. For most manufacturing enterprises to make OEM, rarely own product development and design capabilities, but it is precisely the key to do its own brand of transformation.
Lao Fuwen felt the same way. "It needs to have the courage to jump out of the factory and take risks. Before most of the foreign customers to provide products to turn, the concept of fuzzy brand, and once the brand, its way of thinking is completely different, research and development, functionality, packaging and other aspects of the need to take into account."
The original design of interest and has independent design products available for Xing Jiquan is very confident. He pointed to an independent research and development by the bed to reporters, he saw the bed body parts and support part of a slight change, this shake the bed that is turned into a round table. "As long as they have their own design capabilities, do not worry about the future there is no market." Xing Jiquan is very happy to say.
Talents, funds are indispensable
Lao Fuwen introduced in 2002 to consider the transition in Dongguan, but in fact there are a number of such baby products manufacturing industry in foundry enterprises, even there is a saying, "do not do the brand brand is dead, is dead", because in the face of transition crossroads, talent and capital is the largest the problem of enterprises has.
Although the funding is the threshold, but a lot of transformation to do its own brand of enterprises initially will think of investing heavily in advertising to open the market, but the money hit out of the market is not stable." Kiss me CEO Zheng Zifeng pointed out, instead of finding the team where it is more important." According to Zheng Zifeng introduction, from the beginning of 2005 invested 5 million yuan for the establishment of internal training system, hire business consultant for the enterprise to create the enterprise development planning personnel, the backbone personnel from the original 70% to kiss me training system. In his view, only the hands of professional talent, is the first step in the establishment of the brand.
Compared with the work in the Fuwen baby industry rooted in 30 years, saved enough money, Xing Jiquan was not so lucky. Due to limited resources, at present, Xing Jiquan's team every R & D design and design of a new product, from the concept to the end of the market to spendHe admits, and this also makes his enterprise is currently unable to fully open the market. Although our own R & D and design of products have applied for a patent, but still worried about being fake, if not seize the market opportunities, there may be later than." Xing Jiquan rather reluctantly said.
September 2009, Fosun joint Carlyle Purun injection of 902 million yuan in the high-end infant formula milk powder producer, the industry has become the largest private financing scale of nearly 5 years of a transaction; July 2009, loved the letter capital 100 million yuan investment in children's clothing enterprises to promote the industry boshiwa, 2009 VC/PE financing record. 2012 so far, the domestic maternal and infant industry completed a total of 3 financing transactions, the disclosure of the scale of financing 630 million yuan.
In fact, behind the capital is also a critical concern of its own. "Industry concentration is low, market opportunities and gaps, leading to insufficient competition in the industry, small, low, casual is the basic characteristics of the current industry." A VC investor told reporters that the whole industry chain of the baby industry each link is a subdivision of the market. Although the capacity of each market segment is small, it has survived a large number of enterprises.
In his view, some of the baby's business turnover is very high, but a careful analysis of the source of their profits are relying on the agent channel, not its own core brand, the competitiveness of such enterprises will obviously be inadequate. "Take the brand channel or the layout of the industrial chain of the enterprise is likely to eventually come out." He said.
According to the reporter, at present its own brand sales accounted for only a "Tom bear" total sales of 20%, while the "kiss me", has occupied the half of the country. These two companies have stressed to reporters, to narrow the share of OEM, to expand its own brand sales is the inevitable development direction of its future.

| 发布时间:2016.07.13    

地址: 常州市天宁区劳动东路555号  电话(TEL):86-0519-85068176
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