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"Prince Edward" children's clothing joint creative culture to create a new model of children's wear brand
In recent years, the children's clothing market has expanded rapidly, prompting many fashion brands to enter this sector. However, due to an unbalanced industrial structure, the market has become highly homogenized, leading to intense competition and a wave of brand restructuring. As a result, price wars have become a common and effective strategy among many children's wear brands. To combat product similarity and avoid destructive price competition, differentiated management has emerged as a core strategy.
Under the Prince Edward Dragon Holdings umbrella, the "Dragon Prince" brand managed to stand out in a challenging market by taking a unique approach. From the perspective of cultural security, the company invested tens of millions of yuan in collaboration with the Central Propaganda Department to produce large-scale animated series such as "Ancient Chinese Scientists," creating a cartoon mascot known as "Dragon Prince." This initiative helped establish a Chinese animation star that resonated with both children and parents.
The brand integrated animation, children’s clothing, and related products into a cohesive industry chain. The "Dragon Prince Theme Living Museum" became a key channel for brand expansion, while the principle of "animation service brand supporting the brand" laid the foundation for a new model of cultural industry innovation. This approach allowed the "Dragon Prince" brand to grow rapidly, breaking through the brand dilemma. Within just six months, Prince Edward Children's Clothing opened over 150 new franchise stores, achieving annual sales of tens of millions of dollars.
Established in October 2005, Prince Edward Dragon Culture Communication Co., Ltd. conducted thorough market research early on, identifying the growing competitiveness of the domestic children's clothing market. With half of the market dominated by both domestic and international brands, the company adopted a strategic move similar to the "Wei Wei Zhao" curve—entering the animation industry to cultivate the "Dragon Prince" cartoon character, which would then support the children's clothing brand.
By building a complete animation industry chain that included animation production, children's clothing, and derivative products, the company launched the "Dragon Prince Theme Living Pavilion" chain stores as an important export channel. In collaboration with the Propaganda Department, they invested 35 million yuan to co-produce the animated series "Dragon Legend – The Story of Ancient Chinese Scientists," shaping the image of the "Dragon Prince" character. The series was broadcast on CCTV and over 200 TV stations across China, and even reached Singapore and European and American markets, gaining widespread recognition from children, parents, educators, and government officials alike.
Capitalizing on the popularity of animation, the company released a three-dimensional short film titled "Prince Edward" and invited a famous celebrity to perform the song "Dragon Prince," leveraging the star effect to enhance the brand’s appeal. The upcoming release of "Dragon Prince’s Home Alone" further strengthens the brand’s presence. In the process of building the "Dragon Prince" animation brand, the company introduced the "Prince Edward" children's clothing line, featuring two cartoon characters—"Dragon Prince" and "Dragon Babe"—to create gender-specific collections.
Using affordable yet stylish fabrics and a warm brand concept, the company focused on meeting the emotional and lifestyle needs of children, while also appealing to young parents who value traditional culture and modern education. The retail experience at "Dragon Prince" stores emphasizes emotional intelligence and happiness, with the "Dragon Prince Growth World" museum offering a harmonious shopping environment filled with interactive spaces, toys, and creative elements designed specifically for kids.
Additionally, the brand pays close attention to the artistic details of its clothing, ensuring that each piece, along with accessories and props, reflects a sense of innovation and thematic style. This approach not only enhances the child's sense of national identity but also helps them appreciate the beauty of life and develop the ability to lead a fulfilling life.