Xiahong: How China's baby industry is in line with international standards

China's 6-year-old children under the consumer market will reach about 500 billion yuan scale, to 2010 to reach the scale of 1 trillion yuan. Xiahong said that Hangzhou to build the infant industry capital, is the most exciting thing to him recently. Perhaps not only because he is the only one of the infant industry Association-Hangzhou Baby Industry Association of the president.　　"China's largest, must be the world's largest," and as the president of the U.S. Board of directors, he believes that this is the opportunity of Hangzhou, but also its own opportunities.　　Irrational consumption structure Reporter: You have said that China's infant economy has entered the golden period of development, based on what? Xiahong: According to international practice, per capita GDP reached about 5000 U.S. dollars, the infant economy has entered the modern sense of the development stage, and many coastal cities have reached this standard.　　And unlike Europe and the United States, most of China's families are only children, the family structure is 421, China's infant economy in the big environment should be said to have.　　According to the industry association's calculation, currently, China's 6-year-old children under the consumer market will reach about 500 billion yuan scale, by 2010, can reach 1 trillion of the scale.　　The problem is that the market is not well motivated. For example, the U.S. infant product consumption structure is 50% for toys, diet accounted for 30%, supplies, clothing accounted for 10%.　　In China, toy consumption accounted for only 5% of the total expenditure, and the diet accounted for more than 50%.　　According to the association's research, China's normal consumption share should also be similar to the current structure of the United States, but some of the Chinese parents are still biased, which requires enterprises and industry associations to guide consumption.　　In the case of toy consumption, Americans use toys as a way of developing intelligence and conveying love, for example, when Americans visit, they like to buy toys for each other's children, thinking that this can express love; Americans teach children to learn to share toys with friends, making them feel like they love each other.　　More importantly, the foreign toy is actually play teaching one, the child treats the toy as own partner, the toy design also has the development psychology the content, adapts the baby child different ages the growth mentality. Chinese parents tend to treat toys as props for children, not as tools for developing intelligence and understanding the world.　　Most are followed by cartoons, what cartoon image popular on what to buy, renovation rate is high, but the use of a very low. Hangzhou built a Do capital, investment more than 200 million, the whole model is a small society. There are all kinds of professions in this little country, and the professional preference of the children through professional experience is not a member system, it is open. To work, to earn money, to spend, is an original thing.　　This is the way we guide.　　Industrial cluster can grasp the opportunity Reporter: China's infant industry has been "low, scattered, small" malpractice, to stimulate the market to solve the problem is not the industry itself? Xiahong: China's economy is shifting from world factories to global markets. The economic crisis will accelerate this shift. World markets mean more brands are coming in. From the baby industryPoint of view, China's biggest must be the world's largest. According to our understanding of industrial economics, industrial development has five elements: one is to have a market, is the demand of consumers; the second is to have capital, in the international symbol is the venture capital is not come in, this industry in a few years ago, there are VCs to join, like red children, good children and other enterprises to get a lot of wind investment funds Third, there is technology. Many infant and child enterprises have funds and technology, but the last two elements are missing: talent and industry norms.　　These two deficiencies are a big constraint. Chinese local enterprises to seize the opportunity, I think we should follow the law of industrial development. The first is to build baby Dongzhidu.　　Infant and Child trade association is to do the accumulation of industry elements, the construction of industry functions.　　In this way from the buyer's point of view can greatly reduce its procurement and time costs.　　I went to Japan in 2003 and chatted with Kitty's vice-president, who said that 65% of the products were licensed in China, and that it would take 3 months to go from south to north to inspect the factory once a year. If there is a place such as Hangzhou to achieve the concentration of industry, it can save a lot of time, opportunity cost for brand operators, is very valuable. Many of China's products may cost more in the future, but you have to take the overall advantage back from the operational efficiency and from the function upgrade.　　Many industries have to go this way, industrial clusters, competing development.　　To be the "Baby industry capital" Reporter: What is the main function of industrial cluster?　　Xiahong: The first is research and development, in order to strengthen this function, we have built the international maternity and child industry development building in Hangzhou, this building is a research and development function first. The second is production, and we plan to do the international baby Industry Park, which has been incorporated into the planning.　　A 60,000-ton formula in the U.S. as a leading industry, this year has been built, which will include a small industrial operations center. Another function is the baby fair, is a product display and trading platform, but also an industry vane and trading platform. This is also international practice.　　Because of the United States to their earliest dealers, franchisee, channel business open to this baby fair, we share channel resources. Now many people come to the international, are first to find the Baby industry association docking. China Light Industry Federation is our business director, after opening up, after the exposition also want to form a group of experts to come to us to do industrial development planning. Before the industry association has done China's infant industry development planning, but only the regional association, now the state-level business authorities to review, evaluation completed, but also ready to give us the name, is "Baby industry capital."　　This is an officially sanctioned procedure. The other is to take the industry association, to do industry norms.　　Our first results, "Baby Shop Quality Management Requirements", has been approved by the National Standardization Committee for Industry Standards.　　Reporter: You are in Hangzhou, the Association of Baby Children has been advocating Hangzhou to become a baby, why? Xiahong: Hangzhou has more than one business card, such as "Leisure capital", "animation capital" and so on, to create "baby children's capital" and the current urban positioning of Hangzhou is consistent, for stimulating domestic demand, industrial upgrading also has a good driving role. Hangzhou in the infant industry has a certain industrial advantage.　　Hangzhou's baby food, Yunhe wooden toys, Huzhou woven children's wear, Pinghu's baby stroller, Taizhou, and other nursing supplies, has formed a certain degree and a certain scale of infant industry agglomeration.　　At present, in addition to the aforementioned "International Baby Industry Park", "Baby Fair", the Baby Association is under the support of Hangzhou, the construction of "Hangzhou International Baby Chuck", and as the core platform to promote the four advantages of related industries-culture, education, animation, tourism, infant and child industry integration and development.　　The domestic standard system is not perfect Reporter: The security question still is everybody more worried, at the enterprise level, whether also let us recognize the system, the industry aspect flaw? Xiahong: Security is actually a standard issue. To admit that, first of all, the domestic standard system is not perfect, the domestic now has 3C compulsory certification, but the standard has a gradual improvement of the process, the foreign security standard system, are a continuous discovery of new problems, and constantly improve the process.　　Just like many years ago, many people did not know what is additive, food added antibiotics, but also feel good. Development thinking, I personally think is to internationalize.　　The success of the United States is the local internationalization of the case, from the beginning of the production of rice noodles in 1992, product standards are international, and now my factory is all the world's most advanced, otherwise Chinese manufacturing is no way out, the industry is more priority to upgrade, especially safety standards. Standard system specification for Chinese toys It takes a lot of effort. The important job of our industry association is to catch this.　　In addition, any industry must grasp the development of a good time, in accordance with the laws of industrial development to do. Fundamentally, I personally think that the whole baby industry, should rise to the cause of the baby to do.　　This is a great cause, because it is a matter for posterity.　　Reporter: In what way can enterprises grasp this golden development period? Xiahong: Belle is doing a comprehensive operator. For example, our base in Yichang, both vertical development of our own channels, there are horizontal and other supplies, clothing brand collaboration concept.　　Because our target customers are consistent, we can share resources and improve operational efficiency.　　In addition, we acquired a Korean "Belle Bao" Children's wear brand, intended to be made in China, and then use the brand's international influence in global marketing. We also and some related toy manufacturers have made a strategic alliance, in fact, is the Odm+oem mode, is the common design, manufacturers and manufacturers design and production mode.