Is the maternity, infant, and children's products industry truly a distinct sector? To many in the apparel industry, labeling it as such seems somewhat of a stretch. When the Beijing Maternity, Infant, and Children’s Products Industry Association was being formed, it immediately encountered a significant challenge. “As we were finalizing the association’s name,” recalls Yang Hongling, Deputy Secretary-General of the Beijing Maternity, Infant, and Children’s Products Industry Association, “the leaders from our supervising authority pointed out that defining the ‘maternity, infant, and children’s industry’ is indeed quite tricky, so they suggested adding the word ‘products’ to make it clearer.” “Actions speak louder than words”—though many may not fully embrace the term “maternity, infant, and children’s industry,” this hasn’t hindered its rapid growth, turning it into an industry that many envy. Driven by the relentless efforts of countless manufacturers and distributors, coupled with strong consumer demand, the sector has steadily taken shape. At the China Maternity, Infant, and Children’s Industry (Shantou) Summit held on June 21, Deng Zhengxue, General Manager of Beijing Jingzheng International Exhibition Co., Ltd. (hereafter referred to as “Jingzheng Company”), unveiled the following data: China boasts over 200 million infants and children aged 0 to 12, and the maternity, infant, and children’s economy is expanding at an astonishing pace—doubling every five years. By 2015, the industry’s market demand is expected to surge past 2 trillion RMB, reaching over 1 trillion RMB in 2012 alone. “This is a thriving, sunrise industry brimming with limitless business opportunities,” Deng Zhengxue remarked. However, as uncertainties in China’s economic environment continue to rise, impacting the healthy development of numerous enterprises, the maternity, infant, and children’s industry appears prosperous on the surface—but in reality, it faces mounting crises. Many small- and medium-sized businesses are grappling with product backlogs and severe cash flow challenges. How can these companies turn their current predicaments into stepping stones for growth? This is precisely the critical question the China Maternity, Infant, and Children’s Industry (Shantou) Summit aims to address. Beyond the Conference Hall: Sharp Advice for Businesses On June 20—the day before the summit officially began—Deng Zhengxue led a delegation to visit two local Shantou-based apparel companies: Shantou Kaidanni Underwear Industrial Co., Ltd., and Guangdong Jiexue Garment Co., Ltd. Unlike typical institutional visits, this trip was notably welcomed by the companies themselves. First, there was the thoughtful arrangement of attendees. As the organizer of the Jingzheng Maternity, Infant, and Children’s Expo, Jingzheng Company brought along not only its own staff but also key players across the industry’s value chain: distributors, industry experts, and media representatives. The presence of prominent industry distributors, such as Zhao Baojiang, General Manager of Henan Province’s Zhengzhou Xiaoshentong Maternity and Infant Products Co., Ltd.; Zhao Shengxiang, General Manager of Guiyang Jintong Trading Co., Ltd. from Guizhou Province; and Shi Hua, General Manager of Chengdu Taifa Industrial Co., Ltd. from Sichuan Province, particularly delighted the host companies. The first stop was Kaidanni, a company specializing in maternity underwear founded in 2005. From 2006 to 2011, General Manager Wu Rongxiong attended Jingzheng Company’s annual maternity, infant, and children’s expo held in Beijing each year. However, in the past two years, the company has hit a developmental bottleneck, with inventory piling up to the point where it’s struggling to breathe. Wu Rongxiong has been actively seeking innovative ways to break through this hurdle—and naturally, his primary motivation for hosting the visit was to find solutions together. After touring the production facility and design studio, and even enjoying lunch in the company cafeteria, Deng Zhengxue surprisingly invited everyone to offer advice directly to Kaidanni. Suggestions ranged from improving employees’ working conditions and winning over their hearts, to mastering effective marketing strategies and leveraging media channels. Even some rather “uncomfortable” remarks were met with open-minded acceptance from Wu Rongxiong. Next, the group headed to Jiexue Garment—a family-run apparel enterprise built entirely on the hard work and dedication of husband-and-wife founders Li Jie and Zhou Xueling. Their office is filled with charming, double-themed decorations, reflecting the couple’s deep affection for each other. A standout feature of Jiexue Garment is its multi-brand strategy: brands like Ouliyao focus primarily on thermal leggings, XinshiBB specializes in maternity and infant clothing, Feihuan caters to adult lingerie, while Xiaoyangmiya targets girls’ leggings. Recently, the company also launched a new brand called Elephant Tomi, specifically designed for infants and toddlers. At Jiexue Garment, attendees gathered around tables with department heads from various company divisions. Meanwhile, a red welcome message appeared prominently on the electronic screen behind them, creating an unexpectedly formal and ceremonial atmosphere that caught the reporter from *Clothing Times* off guard. Following the standard corporate introductions, another surprising moment unfolded: several managers from Jiexue Garment had prepared three thought-provoking questions in advance and posed them directly to the visiting guests: “How can we enhance our company’s brand influence?” “In which areas should we prioritize our efforts—R&D, production, or marketing—to achieve the best results?” “How can maternity and children’s businesses effectively attract and retain top talent in today’s competitive HR landscape?” The questions sparked lively discussions, prompting distributors, industry experts, and media representatives to shift roles—from passive questioners to active “diagnosticians,” offering valuable insights and practical advice to help Jiexue Garment navigate its challenges."Yang Dayun advises business leaders to plan ahead and make the right choices, especially by paying close attention to channel management. 'Fifteen years ago, whether it was menswear, womenswear, or sports products, companies faced a similar issue—over-reliance on provincial distributors, who in turn depended too heavily on secondary-level customers. This distribution model is highly inefficient, yet even today, many manufacturers still adopt it, which could lead to unrecoverable accounts receivable. Companies should take this as a cautionary tale.' Yang Dayun suggests that infant and child product enterprises should focus on building strong brand identities while simultaneously expanding their distribution channels, ensuring steady growth in the market share of their own branded products. 'E-commerce thrives on price competitiveness, making wholesale distribution particularly vulnerable—and potentially devastating. Fortunately, baby clothing and related items enjoy exceptionally low return and exchange rates, giving them a natural advantage for entering the e-commerce space,' Yang Dayun notes. He adds that in 2013 and 2014, companies in this sector should maintain robust cash flow while actively seeking new avenues for growth. It’s crucial to start refining operational management now, so as to avoid facing even higher costs when these businesses eventually aim for an IPO. When Guangzhou Liguo Apparel Co., Ltd. received an invitation to speak at the Jingzheng Conference, its chairman, Lin Weijian, had originally planned to travel abroad. However, he decided to reschedule his trip to attend the summit instead. On the afternoon of June 21, Lin shared his inspiring story, "How Liguo Was Forged," with the audience. Unlike many other entrepreneurs who deliver motivational speeches, Lin Weijian was specifically asked to share "practical insights"—real, hands-on experiences rather than abstract theories. True to expectations, he candidly revealed the challenges Liguo encountered along the way. For instance, Lin had long believed he wasn’t naturally gifted in marketing, so he placed great faith in professional managers. As a result, he hired several high-caliber executives, even offering one Hong Kong-based manager an impressive annual salary of up to 1.3 million yuan—but ultimately, the outcomes fell short of his expectations. "Ultimately, you must trust your own capabilities and invest in nurturing talent from within your organization," Lin concluded afterward. He explained that internally trained staff not only have deeper knowledge of every stage of the business process but also exhibit greater loyalty, alignment with the company’s culture, and the ability to execute strategies effectively. Liguo has consistently prioritized independent research and development, refusing to copy or purchase ready-made designs. This commitment has not only established Liguo as a leader in fashionable children's wear but has also positioned Liguo Beibei as a standout player in stylish infant outerwear. "For the infant and child product industry, resource integration is currently more critical than ever," Lin emphasized. "Each company needs to clearly understand its unique strengths and carve out a distinct niche in the market. At the same time, collaboration with other players can help fill gaps in capabilities, enabling businesses to leverage external partnerships and expand their reach more effectively." A reporter’s note: "Doing something meaningful for the industry"—this is a principle Deng Zhengxue has tirelessly championed over the past decade. Thanks to his visionary leadership, the Jingzheng Infant & Child Expo has grown exponentially over the past 10 years, increasing from just over 2,000 square meters in 2003 to an impressive 110,000 square meters by 2014. Today, Jingzheng has firmly established itself as China’s most influential expo in the infant and child product sector. Beyond organizing the event, Jingzheng actively contributes to the industry’s healthy growth by taking on the vital social responsibility of supporting the sustainable development of infant and child product companies. With such dedicated leadership, the future of the infant and child product industry undoubtedly looks bright and thriving."