T100 Children's Wear Chairman Dong Wenmei Resolves Child Brand T100

The market has never been as lively as it is now. Internationally renowned clothing brands have stepped up efforts to open up the Chinese market. The mid-to-high end market is the most profitable cake in the apparel industry. And as the income of the people increases, this market space will grow bigger and bigger. Some prophets have already faced the competition of international brands in the market. The cutting-edge T100 in children's wear is one of the brave ones.

The T100, which focuses on mid-to-high end markets and foreign brands, has grown up in the market in the past two years. It can be an example of how high-end brands of domestic clothing brands are.

To this end, the reporter visited Ms. Dong Wenmei, general manager and design director of T100 Children's Wear.

"Textile and Apparel Weekly": T100 children's wear is one of the few domestic clothing brands that compete positively with international brands, and the T100 has also achieved corresponding success in market competition. Why does T100 choose middle and high-end fields?

Dong Wenmei: T100 children's clothing is positioned at the beginning of the taste of the pursuit of fashion consumer groups. Now, this market is basically monopolized by foreign brands. Foreign brands rely on mature brand culture and product operations. And as a domestic brand, we are more familiar with the domestic consumer market than the foreign brands and understand the inner needs of consumers more. T100's product design, experience the concept of children's wear and T100's unique parent-child equipment have been sought after by the market. These innovative operations in the field of children's clothing have risen rapidly. So we don’t have to worry about competing with foreign brands in “Dancing with Wolves”. The key is that we don’t want to follow the foreign brands. We must have innovation and have the unique cultural charm of our own brand.

"Textile and Apparel Weekly": T100 is clearly a family love, a love culture. So how does T100 communicate this cultural concept?

Dong Wenmei: If a brand does not have the cultural support of love, it has no vitality. Whether it is the concept of T100 "experience children's clothing" or the introduction of "parent-child equipment" is to convey a touch of love. The heart of T100's corporate culture and brand culture is love culture. Before I was engaged in the apparel industry, I was a doctor and had a special understanding of the truth of life. I have always been in a gratitude mood to do things and do things. I run T100 children like my daughter. The T100's album model is my own daughter. If there is no such mentality to operate, I believe that the development of the T100 will not be so fast and it will not be helped by so many people. The development of each product of T100, the display of clothing in each shop, and the change of every detail show a true love and touch.

"Textile and Apparel Weekly": The brand's operation sometimes needs a spirit to adhere to, how does the T100 brand keep its own concept in the market? What are the development prospects of the T100?

Dong Wenmei: The brand management must be as persistent as the religious spirit, and it should not be quick and immediate. T100's profits for the two years have all been invested in the brand's construction. I have always advocated the principle of five-win: that is, brands, employees, franchisees, consumers and the community have a win-win situation. If the T100 is successfully listed in the next few years, I will give most of the shares to employees. What I value is a sense of accomplishment gained through working together with employees. I hope that the T100 can become the leader of fashion children's wear. I want to let everyone know that it is as effective as the domestic brands in the high-end children's wear market.

In just two or three years, T100 opened more than 200 special stores in first-tier shopping malls in central cities nationwide. The children of famous entertainers such as Zhao Benshan and Faye Wong have also become loyal consumers of T100 children's wear. The T100 brand has established a typical “blue ocean strategy” case from the establishment of a brand-oriented innovation in the high-end market facing international brands, to “pro-children” and “experience children's wear” brands. The average age of T100 employees is less than 25 years old. It can be said that our employees are really good young people. They often touch me and are the source of my business. Most of the culture of a brand and company is the individual culture of the entrepreneur.

Dong Wenmei is a woman full of love and ambiguity. She treats her employees and anyone in her life with a grateful attitude. There are still many ways for the T100 to become a leader in fashion children's wear, and it has only just begun when it comes to real competition with international brands.

　 Extended reading

Guangzhou Baiyibai Children Products Co., Ltd. is a subsidiary of Hong Kong Create 100 Apparel International Group. It is a professional apparel company engaged in children's clothing and supplies, mother and child equipment, parent-child equipment design, production, sales, and logistics. They aim at "leading competitors to create consumer trends." Take "people-oriented, common growth" as the development concept. Pay close attention to international fashion trends, collect fashion consultations, and launch more than 200 stylish high-end fashion children's and children's clothes and parent-child clothes series each season. Based on the lifestyle of “creating grace, individuality, uniqueness, freedom, and happiness”, the children and moms and girls can feel the fashion information of the age of individuality more realistically, and bring the fashion of T100 to children and children. O, Mommy's more healthy, more confident, more beautiful, happier wonderful life.

T100 children's wear, mother and child, father and son loaded with sophisticated materials, fine workmanship, unique design style in the market unique. The main products used in Europe and the United States, South Korea, Japan and Other countries' environmental fabrics, the classic black and white red design style, combined with international and domestic markets for children and parents to create a happy dress concept. The company's internal management practices have established a human resources development system. Established a career development plan for employees. People-oriented company, with employees grow together. Three major modules are designed, produced and marketed. The company pays attention to the input of product design and development, and establishes design centers in the United States, Italy, and Hong Kong. It has a team of experienced designers with keen market awareness and active awareness. It integrates international design concepts to create an international T100 fashion; at the production center, An area of ​​1000 square meters "T100 Children's World" industrial park environment elegant, powerful company. Pay attention to the program management of product quality, speed up the implementation of ISO9001: 2000 quality system certification, have a group of competent quality inspection team; in marketing, down-to-earth, hard-hearted management, to win customers with their own quality, style, reputation and establish themselves among customers International brand image.