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Recently, Huarong Group teamed up with Haier Group to co-found the leading brand of children's products in China. Leveraging the popularity of "Haier Brothers" among kids, the new venture focuses on producing a range of children’s items, such as footwear, apparel, stationery, and toys. This initiative has created quite a stir in Shishi's children's clothing industry. As Dongsheng, president of the Shishi Textile and Garment Association, noted, "With the cultural influence of 'Haier Brothers' and Haier Group's extensive marketing network, we're witnessing a pivotal moment for the domestic children's clothing market. The competition era has arrived, not just for clothing but across all aspects of the children's apparel sector in China."
With its massive market of hundreds of millions of children, there's immense potential. However, some foreign brands like those from South Korea and Japan are already eyeing this market. Unfortunately, Chinese children's clothing enterprises, including those in Shishi, haven't fully capitalized on it. While Shishi's children's clothing industry is relatively advanced, boasting around 500 manufacturers, competitors from Quanzhou and Jinjiang, like Tick and Green, are quickly gaining traction domestically.
Despite brands like Lion, Prank, Quarter, and others, most remain small players. Leading companies like Wild Leopard maintain a strong domestic presence, but the majority of businesses operate on thin margins, often acting as mere "foreign laborers." Currently, over 95% of Shishi's children's clothing businesses engage in export-oriented production, selling large quantities of garments at low prices to "foreign buyers" in the Middle East and elsewhere. For instance, a child's outfit might sell for just a few dollars locally but fetch ten times that amount after being processed and marketed overseas. This leaves many local businesses stuck in a "tired but unprofitable" cycle.
One anonymous children's clothing entrepreneur remarked, "Well-known international brands can sell for $200, while our products, which rely solely on materials and craftsmanship, often sell for less than $30. The key difference lies in cultural content." Fung Lane, another business owner, expressed optimism about Huarong Group's strategic approach: "By leveraging the cultural resonance of 'Haier Brothers,' they've made a bold move. If executed properly, this could spark a powerful consumer movement here in China, as the image of 'Haier Brothers' resonates deeply with millions of children."
He further emphasized, "Shishi's children's clothing industry lacks innovation, particularly in cultural creativity. This isn't just about branding—it’s about entrepreneurial vision. Huarong Group recognized the value of 'Haier Brothers,' so why can't Shishi develop similar culturally influential brands? Look at how American brands like Barbie have thrived for decades, influencing generations. Shishi needs to birth its own iconic children's clothing brands that resonate with cultural values."
June 22, 2025