Chinese Clothing Retailers Attach Importance To Younger Generation Consumption

In recent years, the rising cost of production in mainland China and the appreciation of the renminbi have had a negative impact on its export trade.

Of course, the creation of brand and the whole

This is a good example of Shanghai's Green Box Technology Co., Ltd., the first brand of children's clothing in China and the online shopping platform.

The green box company is interested in not only becoming a representative factory, but in August (2011), in August, the green box signed a contract with Disney company to win the exclusive franchise of the brand of the Chinese brand of the Disney company. It has the right to design, produce, and develop the three classic brands of Disney (Mickey Mouse, bear Vigny, Princess). The green box can also use its own trademark and independently design, produce and sell such brands under the premise of following the Disney brand rule.

Wu Fangfang, executive director of green box, a designer of children's wear, said: "design is our main advantage, and it also makes our brand so attractive."

Recently, the green box has invested heavily in recruitment, including designers from Hongkong and Taiwan, who have been favored by young parents in mainland China for their unique style.

Before signing with Disney, the green box (its popular private brands including JennyBear Jeanne Baer, MissdeMode modern lady and MILBoy love manufacturing) had their loyal customers at a flashy speed.

In 2010, its sales volume of 80 million yuan (12 million 400 thousand US dollars) was 4 times that of 2009. Most of its revenue came from its own shopping platform --lvhezi.com, and Taobao mall Tmall.com-- was established by Taobao network, the largest shopping website in mainland China, which is located in Hangzhou.

Wu Fangfang said that with the cooperation with Disney, sales of green boxes this year are expected to reach 250 million yuan (US $38 million 800 thousand).

However, green box is not the only successful case in mainland China. Another LAMIU, a Beijing based online underwear retailer founded in 2008, is developing rapidly.

She is known as the "secret of Vitoria" brand in mainland China. It has Japanese fashion design style, and is targeted at women aged 20 to 28 in mainland China.

The brand has passed the fashion of "Tokyo girl", which sells products including SexyLoli, OfficeLady and Underwearfor12StarSigns.

In September, Dong Lu, the founder of lamb, said at an electronic commerce conference that his success was due to excellent team members, including designers and marketing experts who worked secretly with Wacoal and other enterprises in Vitoria. In the past, he has sold about 10000 pieces in mainland China every day.

However, according to Xia Tao, executive director of Nanjing Xia Tao business management consulting company, there is a factor that may hinder the development of green box and LAN mu.

Taobao mall, for example, has always been a breeding ground for mainland China entrepreneurs, because there is no need to invest a lot of money in selling the platform.

Now, Taobao mall is like other shopping malls, which has been increased and settled.

In early October this year, Taobao mall announced a new regulation, which raised its annual fee from RMB 6000 yuan (US $931.5) to 30000 yuan (US $4657.7) and required the initial deposit of RMB 150000 yuan (US $23288.5).

Xia Tao said that because of the recent tightening of bank loans, entrepreneurial businesses could not obtain funds from banks.

"In order to reduce risks, banks only lend money to large state-owned enterprises, so it is difficult to establish companies."

Therefore, although the RMB appreciation has made some garment manufacturers cooperating with Chinese mainland enterprises in a larger scale, many manufacturers still prefer to choose western customers as partners to cooperate with western customers, especially those well-known enterprises, which can help them improve their management and skills and make them more competitive.