The Twenty-Second China International Clothing And Accessories Fair (CHIC2014) Ended.

CHIC2014: the twenty-second China International clothing Clothes & Accessories In recent years, the Chinese apparel industry has encountered many complex and changeable comprehensive environment, and has entered a period of deep adjustment. Both the industry and the brand itself are facing a new revolution. At this time, we need a window more than any time, constantly absorbing new information and resources.

In recent years, China's garment industry has encountered many complex and changeable comprehensive environment, and has entered a period of deep adjustment. Whether it is industry or brand itself is facing a new revolution. At this time, we need a window more than any time, constantly absorbing new information and resources.

The twenty-second China International Clothing and Accessories Fair (CHIC2014), which concluded in March 29th, is actively expanding new service functions and creating new value of exhibitions. It also provides strong support for brand development and market development in the new era by gathering many advantageous brand resources, business resources, supplier resources, high-end thinking resources, talent resources, capital resources, media resources, component commerce and industrial collaboration platform. Participating in it, listening to the industry voice and seeking partners will plug the wings for the future development of enterprises.

CHIC in the new era is not only a platform for enterprises to realize channel development and brand display, but also has been given more diversified functions and is fully reflected in CHIC2014.

Business functions go deep

CHIC is the best choice for exhibitors who want to optimize their channels and enhance their influence.

"This is our first time to participate in CHIC, achieving the desired results, and also achieving the integration of upstream and downstream resources through exhibitions." Tracy, general manager of Shanghai Uncle, Bill, a Belgian children's clothing brand, said.

The well harvested businesses are not just Uncle Bill.

On the first day, women's clothing brand vivi Dion got the start of signing more than 100 franchises. Beijing Hengxing Tatsu brand Punto, as a supplier of many luxury brands in the world, has caused a sensation after its appearance. According to the person in charge of brand, the cooperation intentions of 10 agents and 5 shopping malls reached 9 million yuan in March 26th.

The fashion brand M 'S, the concept, product quality and design of its "light women dress" has also been widely praised and affirmed on the day of launching. Beijing Xingguang world, Hualian, commercial capital, Ginza, Liqun, Weifang Zhong Bai, Wuhan Zhong Bai and Wanda have all expressed cooperation intentions.

"What we want to do in CHIC this year is not to find distributors and agents, but to cooperate with buyers. We can place orders directly on the exhibition site." Designer Shi Jie brought the newly launched high-end designer brand J.I.E to CHIC2014. Shi Jie said that the intention of the exhibitors had 30% orders, a quantitative 80, and now 5 buyers shop cooperation.

It is worth mentioning that the exhibition of outstanding enterprises in the industrial cluster is a hot spot of this exhibition. "China's famous city of leisure wear", Fujian Shishi, "Liaoning, Pulandian, China's famous western style clothing town", "Chinese women's clothing town", "China's children's wear town" Guangdong Humen, "China denim clothing town" Guangdong Junan, "China" Leatherwear A famous city of fur clothing "Tong Er Bao" of Liaoning, "Yulin city of China's wool cold proof clothing city", Shaanxi Yulin, an industrial cluster card, has shown the deep industrial chain of China's garment industry. Among them, there are 43 families. Spin The 5000 square meter Shishi hall, which is made up of the independent brands of clothing category, is the largest local exhibition hall in CHIC2014. The relevant responsible persons of more than 150 shopping centers, urban complexes and traditional department stores in friendship mall, Shi Mao, Wangfujing, Ginza, Tianhong, Kade and so on are present, and have conducted in-depth discussions with exhibitors.

For brand enterprises, CHIC is not only a platform for self presentation, but also a self testing exercise. Among these exhibitors, there are many brands that have been exhibited independently. For them, this feeling is more profound.

The debut of the brand in the West willow clothing market has been unveiled in CHIC in 2010. However, due to its lack of experience in exhibiting, it has not received the attention it expected. However, the failure has turned into today's nutrient, and CHIC went on to win the first battle on the first day of the exhibition. Kong Lingjie, chairman of the company, said: "through CHIC, we understand that exhibitors are not only good products but enough, they must have enough awareness of publicity and promotion, and they must work hard in the exhibition image and promotion activities." According to him, this year's exhibition is very effective. On the basis of the guarantee of the number of customers, the purity of customers is very high. It attracts many potential customers and is also concerned by the media.

Yang Chongwang, general manager of Chengdu's Kowloon Plaza exhibitor brand snow country Tianjiao, also believes that the exhibition has brought unexpected results: "our main purpose of participating in the exhibition is to push Sichuan's local brand to the whole country, so that more people can see Sichuan's clothing and enjoy Sichuan's clothing. Judging from the effect of the first day of the exhibition, we realized this desire very well. Yang Chongwang said that a good brand needs a good platform to show itself and needs a good platform to go out, and CHIC is such a platform.

In order to promote cooperation between brand dealers and channel operators, China Federation of Commerce (CHIC2014) has brought representatives of shopping malls and exhibitors to meet. The evaluation of the growth of Chinese clothing launched by the Circulation Association of China Federation of textile industry was released at the exhibition, and it also attracted more opportunities for business cooperation.

In addition, the "buyer's Day" event held in March 26th set up an exchange platform for buyers and designer brands. More than 100 buyers from France, Hongkong, China and other places organized by a number of fashion agencies organized by Paris Fashion Marketing Management Institute and other places visited the scene. Not only did they visit the designer brand of the exhibition, but also explored the trend of the trend, the change of consumer demand and the cooperation development between the brand and the buyer.

"CHIC SHOWS" has also changed in its form of expression. Instead of the traditional fashion show of "heavy vision and light commerce", instead of facing the national invitation to 100 famous shopping malls representatives and 100 strength agents, the demand for participating in the in-depth exchanges between brands and commercial audiences is placed first, giving full play to the interaction on the spot, and perfectly combining the brand T stage show with the commercial and trade docking.

Acceptance of strategic change

For any brand, single investment has been unable to meet the needs of enterprises, and more is to achieve strategic transformation through the help of CHIC resource platform.

On the CHIC2014, Shan Shan clothing has two new ways of showing, explaining the company's understanding of fashion and lifestyle. The design of the exhibition hall is inspired by the global menswear custom sanctuary, Saville Street's top custom shop. It reproduces the custom tailored art and gentry lifestyle of 200 years of history. In addition, it also reproduced the wonderful art of gentry behavior in Vitoria. Men's models of all kinds of skin, dressed in the custom dress of fir, wearing hat and umbrella, sometimes bought clothes in the exhibition hall, sometimes talked at the gate of the exhibition hall, and then walked out of the exhibition hall, and restored the classic gentlemen's legend to the arts through the conduct of the models.

Luo Yefei, general manager of Shanshan clothing, believes that the brand strategy upgrade of Shanshan has been fully launched. Shanshan will focus on the new shaping of brand personality, the subdivision of demand for product structure, and the strategic optimization of terminal marketing channels.

As a brand new fashion brand of Dayang creation, CHIC2014 (YOUSOKU) has launched a C customization project. C custom provides more than 400 fabrics and 100 design details to choose from. Suits, single coats, coats and shirts are available in all styles, all made by Dang Yang's customized line. According to the introduction, the C customization project is equipped with detailed volume manual, simple and easy to learn, system training can be started in a week, the order is realized by information system management, and the terminal entry can complete the order. Whether clothing or customization, YOUSOKU advocates "zero inventory" to join. Franchisees do not need to stock up. They only need to provide customers with trial experience or tailored service, and they can get substantial returns.

The new fashion exhibition hall of "fast fashion +O2O experience" is designed for CHIC2014. The "cloud Wardrobe" project recommended by the main group is favored by the people of the industry. Many investors and franchisees go to the stadium to see the details through scanning the two-dimensional code, and experience the new way of O2O shopping in the clothing industry.

Wang Weiwei, director of the O2O project, said that there are four ways of shopping for the odd APP and WeChat micro businesses, which are for customers to choose from. They can directly pay for the stores, and they can also deliver the goods online. In addition, online payment can also be taken to the store to deliver or deliver goods to the home. Wang Weiwei said: "behind the O2O mode, we need a strong technological platform to support, and it will take some time to realize the full integration of the online and offline businesses. Therefore, this exhibition on the one hand shows the strategic transformation of itself, and on the other hand, it hopes that the industry and consumers will be familiar with the O2O mode of CHIC and accept market inspection through the platform."

On CHIC2014, there are many brands of wolf family, WEWE and so on, which also show the O2O mode.

Shi Hairong, chairman of the wolf family's men's wear, said that in the face of the new trend of development, enterprises will use CHIC to focus on "new technology, new thinking, new mode and new means" to stimulate endogenous motivation and improve service quality.

As a very characteristic brand of electric business, many people are not familiar with the big pink dolls. Today, the pink dolls turn the perspective to the line, open up the physical store, realize the O2O mode, and choose CHIC2014 as the platform of entity store expansion. Zhou Yini, general manager of North China physical distribution channel, said: "the big pink doll has formed its own brand personality after seven or eight years of groping and settling, and is deeply recognized and sought after by consumers. Through the appearance of this exhibition, we hope that the big pink doll can win more attention and find more partners with common fashion ideas.

Red collar CAMEO brings customized services based on big data, and can also provide remote volume services, making it possible to "Customize" without leaving home. The information technology is perfectly integrated into the production line, which realizes the personalized red collar CAMEO of advanced customization. It has in-depth communication with more than 500 customers at the scene, and some customers' willingness to cooperate positively exceeds the brand expectations. During the exhibition, they went to Shandong to visit the red collar business.

Integration of resources into reality

CHIC2014 not only effectively set up a convenient access to the market for domestic and foreign brands, but also extended functions according to the changes of enterprises and market demand. Through the trend publishing, business enterprise docking, buyer forum, technology frontier, creative culture, cross-border cooperation and other contents and forms of innovation, it has gradually become the resource allocation platform for industrial upgrading and development.

In order to promote the collaboration and integration innovation of the upstream and downstream industries, CHIC organizers have established liaison and communication with the upstream and downstream enterprises of the international garment industry in recent years, introduced the related needs of Chinese garment enterprises, created a cooperative basis for the internationalization of the apparel industry's chain, and helped Chinese garment enterprises to establish an efficient resource allocation network in line with their own needs.

Guo Zhigang, general manager of Tianling Garments Co., Ltd., who came to CHIC2014 in Dongguan, has two identities. An identity is a exhibitor, exhibiting his "grass baby" and "J2 children's Library". Another identity is a professional audience. He hopes to encounter more outstanding children's clothing brands and negotiate with them in depth cooperation. "We hope that more customers will enter the children's storehouse and gradually cover the whole country, step by step and do solid work, and finally realize the diversified development of the terminal." Guo Zhigang said.

Like Guo Zhigang, Zhou Mingjiang, executive vice president of the red bean group, said he hoped to integrate foreign resources with the platform of CHIC and acquire foreign high-end men's clothing brands.

At the moment of fragmentation of resources information, the "full resources" interactive platform that can gather government, associations, retail channels, brand enterprises, designers, international resources and media is the concern of enterprises eager to integrate resources. CHIC is just such a platform.

At the same time, the effective integration of industrial chain elements is the common concern of enterprises at different stages of development. In 2014, the top quality enterprises in R & D, processing and supporting resources were screened out in two areas of CHIC resources and trends.

With the increasing demand for Australian Merino wool in China, the The Woolmark Company has displayed its most successful Australian Merino Wool Innovation on CHIC2014. Rob Langtry, chief strategist marketing officer of the international wool Bureau, said that through CHIC, we met and worked with YOUNGOR. YOUNGOR is the first large Chinese retail business group to cooperate with us. On CHIC2014, the international wool Bureau will focus on cooperation with domestic strength menswear enterprises. During the exhibition, more than 10 well-known enterprises have conducted in-depth communication to explore cooperation.

Yi Lun 95 fiber originated from space technology is a kind of material that can withstand high temperature and extremely low temperature, and can minimize temperature conduction, light and high strength, and can still maintain the same nature in cosmic radiation. At the 95 booth of Yi Lan, Deng Zhaoping, director of Fashion Design Institute of Deng Zhaoping, said that this is the first time that Yi Lun 95 participated in the exhibition, attracting many large enterprises' attention to the "Yi Lun 95 fiber". At present, there are more than 100 enterprises that are connected with the top brands, such as the men's clothing, Pierre Cardan and so on.

On the CHIC2014, Shanghai and Eagle Technology, which is unveiled by the "clothing digital equipment comprehensive solution provider", has brought the "future factory" clothing production process and displayed the "fashion store consultant" system. Yum software takes the practice of O2O to achieve smart brand as the theme of the exhibition, displaying the professional O2O solution. Besides, it also interprets Yum's understanding of O2O through various forms such as exhibition forum, booth interaction experience and so on.

Overseas brands remain elegant.

CHIC2014's 400 overseas brands are from France, Italy, Germany, the United Kingdom, the United States, South Korea and other 19 countries and regions.

With regard to the exhibition area and the number of exhibitors, the Korean Pavilion keeps the leading position with the largest scale and number of brands. 75 exhibitors focus on the fashion products that meet the needs of young women in the exhibition area of nearly 4000 square meters. Italy, France, Germany and other traditional exhibitors have been stable, reaching 2800 square meters, 87 exhibitors, 2200 square meters, 36 exhibitors and 1700 square meters 23 exhibitors. The Taiwan pavilion area has been greatly improved on the basis of last year.

In addition, this CHIC first appeared in Austria Pavilion. Turkey joined the delegation in 2013. This year, it was more directly supported by the government of Turkey and came to China for the first time in the form of national pavilion.

Despite the different products and different ideas, overseas brands share a common point -- full expectation for China market and for Chinese partners. Giuseppe Mazzarella, chairman of the Italy Association of small and medium enterprises, said that unlike previous years, the purpose of the CHIC tour of Italy exhibition group is to hope that more small and medium-sized brands can enter the Chinese market, and hope that the brands that have entered the Chinese market can go further into the two or three tier cities.

The head of the French brand LENER said that through joining CHIC, they now have not only a strong agent in China, but also a branch factory in Nanjing, bringing their design and manufacturing technology to China.

Jones+ Jones is a designer brand from the United Kingdom. It broadens the way of thinking by participating in the overseas exhibitors' dinner hosted by the CHIC organizing committee, and also has the buyer's order at the exhibition site. The brand executives said they will continue to keep in touch with buyers and display more quality products through the Internet.

Germany's first fashion brand moon Berlin, which combines wearable technology, is keen to build product lines in China. This time, it has met many professional audiences on CHIC2014 and has planted the seeds of cooperation for its development in China.

Turkey brand Lindi West was the first independent exhibitor to take part in the exhibition. The day's harvest was very good. The largest order in the afternoon reached 900 thousand yuan.

Multi brand store is the highlight of CHIC 2014 overseas exhibition area. This CHIC overseas exhibition area will work together with the European and American high-end multi brand store upper luxury to create multi brand showroom, while upper luxury will provide useful ideas for China's multi brand store operation with mature store design and product display.

The overseas Pavilion focuses on the world's top custom brand, Henry Poole from Saville street, UK. In March 28th, the exhibitors held the "dragon cloud customized digital advanced customization forum" in the first conference room, announced the establishment of the dragon cloud customization platform, and its unique 3D customization technology will revolutionize the advanced customization.

All along, the Chinese market has attracted the attention of the world's fashion brands with huge consumption potential. With the overseas brands landing in the Chinese market, some personalized and fashionable brands have entered China through the platform of CHIC, while Chinese clothing brands are on the right track in the international road.

In 2014, both domestic and foreign enterprises, whether garment enterprises or related enterprises in the industrial chain, gained a lot in CHIC. And their harvest can not be separated from the careful preparation of the CHIC2014 organizing committee.

In fact, for many years CHIC The organizing committee has been combing the industrial chain of China's garment industry through the reflection of high end intelligence and thinking of practical problems, constantly improving the ability of forecasting the development trend of the industry and integrating the service resources, providing a valuable service for the industry at a higher level.

This is the key for CHIC to attract thousands of exhibitors at home and abroad for many years. Although CHIC2014 has come to a close, more business opportunities will be launched. We expect CHIC2015 to let us witness the prosperity and brand of the industry once again.