Spring With Chinese Costumes

By the end of March, people in the circles have been accustomed to lock their eyes on Beijing.

Whether it is China International Clothing and accessories fair.

The CHIC covenant read the industry here.

Read CHIC and read Chinese clothing industry.

Perhaps 19 years ago, CHIC's earliest founders did not know very well what all the results and functions of an exhibition could bring. But now CHIC has become the barometer of the industry and the weathervane of the industry, and has also become China's "wind vane".

Brand Awakening

In 1993, the first China International Clothing and Fashion Fair opened at the China International Trade Center. Nearly more than 300 enterprises from China and more than 100 companies from France, Italy, Britain and the United States participated in the exhibition.

At that year's fair, three world-class fashion masters, Pierre Cardin, Valentino and Ferre, respectively, with their own creative team, organized the first influential international fashion release in China on the platform of CHIC.

The specifications and concerns of the first CHIC have also been fixed at a higher level with their appearance.

In fact, the Chinese clothing industry was not mature at that time. Whether it was the maturity of the brand or the development concept of the industry, it was still in a hazy state.

However, in the impact of the first CHIC high starting point, Chinese apparel people suddenly saw the direction of industrial development and grasp the future.

CHIC formally proposed in 1994.

From 1995 to 1997, the slogan of "creating international famous brands, building famous international teachers and striving for Beijing to become the world fashion center soon" was echoed through CHIC.

In 1997, the Chinese garment industry formally put forward the famous "three" (famous enterprise, famous teacher, famous brand) project, and established the development direction for China's clothing brand strategy.

Here, the Wuhan women's wear group appeared in the exhibition, and the "Han style women's clothing" became famous. It became a precedent for the local brand group to participate in the exhibition of CHIC.

In the 5 years from 1993 to 1997, the scale, number of exhibitors and main activities of CHIC have not changed much since 1995.

Until 1997, CHIC's international character was further expanded. At the same time, under the background of the rapid development of domestic brand clothing, CHIC began to seek wider exhibition space.

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Cluster force

In 1998, CHIC moved to Beijing China International Exhibition Center (old museum). The exhibition area expanded to 24 thousand square meters, which was doubled compared with that before. It attracted nearly 500 exhibitors to participate in the exhibition. Compared with 1997, exhibitors increased by 2/3.

Since then, CHIC has maintained this scale and advantage until 1999.

In 2000, the exhibition area of CHIC expanded to 32 thousand square meters.

In 2003, the total area of the CHIC exhibition area expanded to 60 thousand square meters. The 1~8 Hall of the China International Exhibition Center was occupied, and 9 temporary buildings of 10 and 10 were added.

This year coincided with the second year of China's accession to the WTO (WTO). It is also a critical period for the garment industry to face new opportunities for development.

From the end of the last century to the early twenty-first Century, the development of garment industry seemed to have reached a climax. The revitalization of industrial clusters, the enthusiasm of brand development, and the increasingly active atmosphere in the industrial chain all accelerated the spread and spread of the hyperactivity of the clothing industry.

In 1995, the Han style women's clothing was only a stunning CHIC. It could be seen as a brand's "hold together campaign". From the beginning of CHIC1999, the regional exhibition group, which was divided by industrial clusters, became the main force in the CHIC competition. In those days, the six or seven regional line-up represented by Shenzhen was also exposed in CHIC. In 2001, the group lineup attacked in a big way, and achieved the all-around competition.

In 2004, in the face of growing market demand, CHIC began to try staged Exhibition for men and women, so that the exhibition area could easily have 60 thousand square meters of exhibition area. The two phases calculated that the site expanded by 1 times to meet the needs of exhibitors at that time.

CHIC2005's high silk exhibition area, CHIC2006's down jacket exhibition hall and CHIC2007's "special clothes" frequently appeared as the highlight of the year.

The International Exhibition Group is also experiencing unprecedented prosperity. By 2007, the CHIC International Pavilion has already hosted more than 1000 brands in 17 countries and regions.

Renewal of ideas

In 2008, the resources and area of the old country could not meet the "volume" of the garment industry.

As a result, the new exhibition hall of the China International Exhibition Center just came to its first exhibition, CHIC2008.

Because 110 thousand square meters of booth space is enough, men's and women's installments will be combined into one after 3 years. The organizing committee has also made some innovative attempts at the exhibition. The exhibition takes a new shopping mall layout and plans 8 major pavilions, which are clearly divided into more than ten professional exhibition areas and overseas exhibition groups including men's wear, women's wear, casual wear, children's wear, leather / fur, feather, knitted underwear and clothing.

In addition, the exhibition has featured 3 fashionable temporary hall, 2 performing hall, golf, cowboy and so on.

In 2009, under the background of global financial crisis, China's garment industry ushered in the overall upgrading period aiming at enhancing brand value and the direction of its own brand development.

In this stage, improving the ability of innovation and enhancing the soft power of enterprises is an inevitable step for the sustainable development of the brand.

Echoing it, CHIC also held high the banner of "innovation", and took "creativity" as the breakthrough point to carry out "breakthrough and innovation, pformation and upgrading".

This year, exhibitors are no longer extravagant and wasteful for the sake of "face". Instead, they quietly consider how to enhance the brand's intrinsic taste through exhibitions.

In 2010, CHIC presented and gathered the progress and achievements of clothing brands on the road of "powerful nation", and made use of its huge influence and dissemination power to play a huge exemplary effect and promotional effect, which ultimately reflected its valuable industry guiding value.

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It is worth noting that the trade function has always been an important criterion for measuring the exhibition. In recent years, this standard is gradually withdrawing from the theme of the exhibition.

Gaining some potential commercial interest in the mode of communication has gradually become the reason for the exhibition organization and participants to get together.

Regarding this, Chen Dapeng, executive vice president of the China clothing association, believes that the exhibition will become a carnival like gathering in the clothing industry in the future.

At this party, the practitioners in the clothing industry exchange here to find their upstream and downstream partners and channel partners.

"This is exactly what CHIC has been doing."

In the past 19 years, CHIC has promoted the establishment and development of Chinese clothing brand. The hard work and unremitting pursuit of Chinese clothing brand enterprises have also achieved and expanded CHIC.

At this point, CHIC2011 is coming. We are looking forward to another wonderful discovery of the industry.

The forum is here to find ideas.

Gerd once said that our life is like implementation, and thought is a tour guide; without guides, everything will stop.

If we want to ask who plays the role of "ideological output device" in the development of China's garment industry, there is no doubt that it should be China's clothing forum.

Founded in 1996, the Chinese clothing Forum (the name of the forum was "world clothing brand forum"), from the moment it was born, it took the initiative to assume the responsibility of "thought output device".

Even entrepreneurs once said that anyone who does not participate in the China clothing forum can be marginalized.

Theme "advance"

The theme of the first forum is "striving for the world famous brand clothing in China". With the introduction of the "famous brand strategy" put forward by China's garment industry, the demand of developing Chinese garment enterprises for talents and advanced business philosophy is very urgent. As a breakthrough point, the forum invited many famous experts and scholars from home and abroad to give speeches on topics such as the running track of clothing brands.

It can be said that the China clothing forum has made a good start from the first session.

The theme of the second year is "CI planning and packaging of garment enterprises", which was undoubtedly forward-looking at that time. For what CI is, Chinese enterprises have just known this imported product.

Mao Jihong, chairman of Guangzhou state Clothing Design Co., Ltd. recalls: "when CI just entered the vision of Chinese enterprises, the forum launched the theme of" CI planning and packaging of clothing enterprises "in a timely manner, and invited" Nakanishi Yuano, the father of Asian CI ", to bring Chinese clothing enterprises into the" CI planning era ".

And when the construction of professional managers ranks the top priority in promoting brand strategy, the forum also takes the theme of "international competition between professional managers and clothing brands" as the theme, and guides us to discuss the most pressing problems facing the development of China's garment industry and explore solutions.

During the negotiation of China's accession to the WTO, the forum will focus on the survival, development, innovation and pformation of clothing brands under the international environment, as well as the way of operation and personnel training in international competition, and guide brand leaders and decision-makers to enlarge their horizons to the world. At the same time, they will also integrate themselves into the framework system of international fashion industry, seek the path of pformation and innovation, and seek the international recognition of Chinese brands.

In 2004, in the era of experience economy, finding a unique brand experience has become a new focus for entrepreneurs.

"Business channel, positioning and experience" has become the theme of that forum.

After 2005 agitated years, great changes have taken place in the world economic environment, industrial chains and consumers.

A number of excellent enterprises in China have a certain degree of bottleneck.

2006, the forum tries to see the essence through the proposition of "the breakthrough and innovation of Chinese garment enterprises' strategy of innovation and management".

In 2008, the financial crisis caused great damage to enterprises. The theme of the forum in 2009 was "reshaping the Chinese clothing brand after the crisis".

In 2010, at the new historical juncture, what kind of brand attitude will China fashion to establish the Chinese presence in the world fashion history? The fifteenth China clothing forum is concerned about the construction of Chinese clothing brand under the new values, and "looking for the direction of clothing brand".

As an entrepreneur who has participated in the Chinese clothing forum for many years, he said: "the Chinese clothing forum can always stand in the forefront of the times, bringing us the most advanced values, strategic thinking and management wisdom, so that we can synchronize with the times and not lag behind."

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Distinguished guests

The heavyweight guests at home and abroad and cross - boundary experts are another major feature of the Chinese clothing forum.

People who are invited to deliver wisdom speeches here each year can be described as "not rich or expensive."

Some people say that the Chinese clothing forum stands at the top of the industry. It is a way of life for Chinese clothing entrepreneurs, which converge to the most active business elite and ideological leaders in China.

From the first session, the forum was invited to Mr. Mok Lee Ai, chairman of the French High Fashion Association and Mr. Moder Ness, chairman of the Italy Fashion Association.

At that time, it was unthinkable for other forums in China.

In 1998, the chairman of the national retail business association, Tracy Morin, took part in the third China Fashion Forum. In 1999, the PLAYBOY group of the United States always planted Christie Haffner (Ms.ChristieHefner) to the forum. In 2002, there was "Fowler, one of the three outstanding women contributing women in the United States of America", and Fowler came to the Forum; 2003 was the famous international marketing manager Jay Abraham; 2004 was the founder of Dorothy Faure in Chicago fashion week; from the tenth session, economists appeared in the Forum; after that, more and more "big names" such as Lang Xianping, Zhang Weiying, Zhang Weiying, original research, and so on appeared in the forum.

Since 2008, the industry of the forum speakers has been wider than ever, and the number of speakers has reached 18.

From the elite of the industry to the cultural field, the art field, the cross industry entrepreneurs and the top international brand executives, creative advertising masters and film directors in the industry, it can be called a great gathering of the elite in every industry.

Up to now, over the past 16 years, there are over 5000 leaders of local enterprises and leaders of multinational corporations. Nearly 200 international masters in management, marketing and cultural strategy have attended the forum, affecting tens of thousands of entrepreneurs in China's apparel industry.

Speech "out of place"

The forum of Chinese clothing is a place for thinking, so naturally there is no need for "famous saying".

Here, the point of view is forward-looking, alarming and outspoken because it advocates free debate.

As early as the 2006 forum, economist Lang Xianping foresaw the importance of rapid response for clothing enterprises.

In 2008, Professor Xu Bing of China Central Academy of Fine Arts has seen the value of traditional Chinese philosophy and wisdom for the fashion industry.

In 2009, when the haze of financial crisis had not dissipated, Long Yongtu, Secretary General of the Boao forum for Asia, was very sure to tell you that the textile industry is the most important force in China's economic development. China's textile and garment industry is a globally competitive industry, and this competitiveness will not be defeated.

Others have spoken frankly.

Wang Rongze, general manager of Shanghai burni Garments Co., Ltd., said at the 2010 China clothing Forum: "men's clothing design strength has been retrograde over the past two years, and many men's clothing enterprises rely more on cooperative factory design and research and development. As a result, men's wear will become more and more identical, and more brands will lose their own things, which may be one of the biggest bottlenecks in the development of men's clothing."

There is even a "warning bell".

At the forum in 2008, Huang Yongsong, founder and designer of Taiwan famous magazine Han Sheng, said, "brand management must take account of our origin, we must have certain character, we must think deeply about the advantages and disadvantages brought about by the rapid development of society."

Miao Hongbing, chairman of Beijing white-collar Fashion Company Limited, also held a forum on these two years. Because of the rapid development of China's economy and the improvement of its international status, some people think that "China's fashion industry can instantly have status and voice in the world". This phenomenon reminds everyone not to rush too fast, and "to continue doing things better and stabilize a little bit in two years."

In short, what we hear here is not a praise song, nor a concluding speech, but a "Pearl of thought".

The grand prize is here to witness the growth of {page_break}.

Brand clothing has existed in China for decades.

In this short span of decades, China's clothing brand has gone abroad for hundreds of years.

Today, the process of counting Chinese clothing brands is the best way to prove that the growth path of Chinese clothing brand is the annual award of Chinese clothing brand. It has witnessed the track of brand growth.

New awards

The first "China clothing brand annual award", the "2003 - 2004 China clothing brand annual award", was officially launched in September 2004. It is the highest level selection activity sponsored by the authoritative industry organization of China's garment industry. It is also the first time that the original brand of China's clothing industry is selected as the "year" as the selection interval and the development side of the brand as the ruler.

The first annual awards were ten Awards: the Chinese clothing brand style award, the Chinese clothing brand quality award, the Chinese clothing brand planning award, the Chinese clothing brand innovation award, the Chinese clothing brand potential award, the Chinese clothing brand marketing award, the Chinese clothing brand public award, the Chinese clothing brand value award, the Chinese clothing brand promotion award, the Chinese clothing brand achievement award, and finally through the finalists and the final appraisal two links ascertain the attribution of the award.

The whole selection process is based on the market inspection of the jury, and is evaluated in accordance with the principle of "fairness, justice and openness". The PWC consulting company, a world-renowned consulting and auditing service, carries out ticketing statistics and auditing monitoring.

In order to ensure the "openness, fairness and fairness" of the award, the awards have taken many stages, such as online voting, market research, clothing scene display, enterprise on-site presentation, random sampling of product quality, business report reading and so on. At the same time, PWC has been monitoring the whole process. On this basis, the organizers set up a data module for brands.

The first annual awards went through two stages: initial evaluation and final evaluation. During the period, 147 brands participated in the initial evaluation. 71 brands were selected, including 17 brands, three awards and 15 brands.

The first award has attracted widespread attention of clothing brand enterprises. As a "party", many participating enterprises generally believe that the "award" has made the status of Chinese clothing brand unprecedentedly improve.

"Shan Shan" believes that the "grand prize" is a good opportunity to enhance the apparel industry's status in the whole society and attract the public's attention. "Ai Deng Bao" believes that the "grand prize" from a brand's multi angle selection is not simply to select the size or strength of the enterprise scale, and can expand the brand development idea. "Bosideng" believes that the significance of establishing the annual award of Chinese clothing brand is to encourage more Chinese clothing brands to strive for the achievements, honor and brand value.

Constantly improving

In September 1, 2005, the second annual award of the Chinese clothing brand, namely the 2004-2005 "China clothing brand annual award", was launched. The annual award of the Chinese clothing brand has been improving itself in the continuous improvement, building a stage for the growth of China's clothing brand, and promoting the continuous development and progress of the garment industry in a benign direction.

Outside the basic elements of the "grand prize", more emphasis is placed on the fundamental position of the selection of market inspection principles, emphasizing the importance of "social participation" and increasing the intensity of social participation. In addition to continuing to set up 1200 ballot boxes at the 1200 terminal terminals in the whole country, 1 million 200 thousand ballots are distributed, and consumer votes are taken. In order to strengthen the market sampling survey, the Organizing Committee and PWC company arrange staff to go to 12 commercial developed cities in Beijing, Shanghai, Hangzhou, Xi'an, Chengdu, Zhengzhou, Wuhan, Guangzhou, Xiamen, Tianjin, Tianjin, and Harbin. In designated shopping malls or commercial bustling blocks, the market survey of the brand is conducted by means of random invitation to consumers, and 1200 questionnaires are obtained to obtain the most accurate first-hand information. In September 2006, it entered the third brand award, except for the third prize final review.

The third "awards" set up a special award, "international brand China Performance Award". This award will evaluate the overall performance of the international brand Chinese market.

The establishment of this award means that the "China clothing brand annual award" aims to create a platform for common competition, mutual promotion and common development for the international brands of the Chinese market.

After the fourth annual awards in December 2007, after the beginning of the review, apart from maintaining and carrying out various social inspection links, the fourth China clothing brand Annual Award Committee, together with PWC, selected some of the selected brands from December 2007 to January 2008 to conduct field research.

This initiative not only fully understood the brand dynamic state, but also provided the basis for the continuous promotion of the award.

The fourth grand prize organizing committee also created the concept of "grand jury", which is composed of representatives from local garment industry organizations, famous clothing experts of the whole country, representatives of the national clothing and business organizations, representatives of the national commercial sales organizations, representatives of clothing sales retailers, clothing brand consulting industry experts, apparel and apparel industry media experts, consumer representatives, fashion quality inspection agency experts, fashion representatives and other related people. The jury of the jury will vote on the non voting awards of the participating brands by letter. According to the number of votes, the top 50 will be placed in the list of the top 50 brands.

Such a change is to extend the evaluation range of the brand, so that more aspects of the profession can judge the brand performance from different angles.

The two is to increase the difficulty of entry. Only the brands with good overall quality can pass the first test of "grand prize".

In January 12, 2009, the China Apparel Association announced the nomination list of the fifth (2007-2008) annual awards for Chinese clothing brands. This is the first time since 2004 that the awards have been released after the awards nominated.

After four years of exploration and continuous improvement, the 2007-2008 annual award of China clothing brand has been innovating again in the way of evaluation, so as to ensure the thorough implementation of the core principles of fairness, fairness and openness.

The pformation of evaluation methods is mainly reflected in three aspects: first, after the initial evaluation, the three nominated award brands will be directly generated, and the winners will eventually emerge from the three brands.

The two is to completely break the registration system of "non registration not to participate in the review", from the previous brand registration to participate in the review for the comprehensive evaluation of all the Chinese independent brands in the market.

The three is the detailed investigation of the awards from hundreds of industry experts and hundreds of billion shopping malls, and at the same time become the core of the initial evaluation. In order to ensure the breadth of the market brand coverage and the full accuracy of the brand situation after the cancellation of the registration system, the organizers have collected 2007-2008 items of "2007-2008 national quality inspection clothes unqualified brand list", "2007-2008 top 100 product sales revenue, 100 profit list", and "2007-2008 national key 100 million key large department store market share", to verify the accuracy of the survey.

In October 2009, the 2009 (sixth) Chinese clothing brand annual award was officially launched.

This "grand prize" starts with new dreams, new buoys and new epoch, and continues to encourage the development of existing brands and the emergence of new excellent brands.

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The sixth "grand prize" records the whole market inspection process and presents it to the public in a highly visible form.

The "Grand Prix" organizers have worked with television for the first time to jointly produce "awards" series of feature films, which are broadcast on TV and the Internet.

The newly added broadcasting season is to promote the evaluation and social examination of the "grand prize" and establish a new bridge to communicate with the public, so that the "excellent" Chinese original clothing brand of the grand prize can be displayed in a more comprehensive and three-dimensional way in front of consumers and the whole society.

The seventh annual award was launched in October 2010. With the advance of time, the award system has gradually improved its evaluation system.

Because of the constant growth of the clothing brand enterprises, the credibility of the annual awards has been further enhanced.

The seventh annual awards will be announced soon. Let's look forward to the final result of March 28, 2011.