New Language, New Brand, Fashion Change And Concerto -- The History Of Shenzhen'S Clothing Brand Development

July 7th ~7 9, the Eleventh China (Shenzhen) international brand clothing and apparel Fair (hereinafter referred to as Shenzhen Trade Fair) will be in

"Ten years" lyrics wrote: 10 years ago, I didn't know you; after 10 years, we were friends.

I think this is the best summary of the relationship between Shenzhen trade fair, clothing brand and even the three media in the industry.

With the new opportunity of Shenzhen's 10 years' development, our reporter went down south to Shenzhen, to Shenzhen trade fair and related clothing.

New words and new brands

About a month and a half later, the Eleventh China (Shenzhen) international brand clothing and apparel fair is about to begin. The president of Shenzhen clothing association Shen Yongfang is busy: meeting, visiting enterprises and discussing details of exhibitions.

Shen Yongfang said that this year is the beginning of the 12th Five-Year garment industry in China.

In the new era, the Shenzhen trade fair should also have new ideas for exhibition.

Therefore, the current trade fair will break the narrow concept of "exhibition" and create a new concept of "exhibition" in China's apparel industry, which is to understand Chinese fashion and interpret brand culture in the venue and conference.

The reporter learned from the interview that the exhibition area of this fair is nearly 70 thousand square meters, with 5 exhibition pavilions and more than 3000 booths. It is expected that nearly 1000 domestic and foreign brand enterprises will participate in the exhibition.

The ladies' clothing brands in China, such as Ma Feier, Ying Er, O Bai Lan Nu, AI Tai AI, will also be on the scene. The famous women's clothing brands such as Lang Dai, monsoon, pink wardrobe, DGVI, 100 diagrams, Jiaren, and Ming will also be fashionable.

Shen Yongfang is very relieved to say that Shenzhen garment enterprise has made great achievements from its past "three to one patch" to focus on its own brand.

A group of old brand's pace is more steady, more gratifying is a group of rookie brand's "catch up with the catch up".

Famous brands are able to take the initiative in their own efforts, and the new brands have made many new brands, such as Weiyang, Kok, AUM, Yan Nuo and Lu Sha.

AUM, founded in 2009, has taken 450 square meters of booth space this year.

"Oum" is part of the Shenzhen sham clothing design company. Xia Junjie, the chairman of the company, introduced "Oum" advocating Oriental Zen's concept of heart and soul, and promoting oriental culture. The designer's personal style is obvious, and he insists on using pure natural fiber fabrics such as cotton, linen, silk and so on. His product is a way of life, with a detailed design and a constant introduction of contemporary popular elements.

"The main axis of brand development will not change in the future.

Product 70% develops around Zen culture, and 30% caters to the market.

The new brand "Weiyang", which will be released in June 15th in Shenzhen Yi Feini Fashion Co., will also reveal its fragrance at this trade fair.

The reporter noticed a detail of the brand -- LOGO is a Phoenix.

The company's general manager, acting in Chi Chi, explained that Phoenix was a symbol of a renewed bath.

"It means that every woman wants to be different every day and show her in a new form."

"Ya Xuan Fei Ge will make his first appearance at the trade fair this year and take the theme of" fashion without borders "as its theme.

The theme is to dress up the working people to break the time limit, and clothes can be worn at work.

Huang Weifeng, deputy general manager of Shenzhen Yuefei Garments Co., Ltd., briefed reporters.

It is understood that ya Xuan Fei Ge is one of the brands of Huizhou Nan Xuan group. The group also owns two brands of cashmere noble and onfield.

At present, the company has nearly 100 terminal stores, with annual sales of nearly 100 million yuan.

According to the group business plan, the brand strives to achieve 450 stores in 2015, and the sales volume is RMB 1 billion 100 million yuan.

Kok Er clothing (Shenzhen) Co., Ltd. is a wholly foreign owned company. Its founder is Zhang Lifeng, a well-known Singaporean entrepreneur. He is now president of the company.

Its brand ZOKO was founded in September 2010 in Shenzhen, China.

Zhang Lifeng said that although ZOKO is a foreign brand, but according to the market economy of the Asia Pacific region, the customer segmentation has been carried out. Combined with the characteristics of Oriental women, the modern Oriental women's elegant and implicit personality has been interpreted by using the silhouette profile, detail processing and soft coloring with special imported fabrics.

It is understood that at present, ZOKO in Italy, the United Kingdom, Singapore, Dubai, Malaysia and other countries have shops.

In the next 3~5 years, ZOKO will expand its 300~500 stores in China, and its proprietary stores will account for 70%.

The new brand of exhibition is unstoppable, and the old brand is not new.

La Danum (Adan) of Ma Tian Nuo will take the "fashion luxury diamond night" as the theme of the opening ceremony.

According to Wu Suiping, chairman of Ma Tiannu clothing Monopoly chain Co. Ltd., La Danum is a brand line that takes MYTENO (Ma Tiannu), a more high-end brand than MYTENO, and extends elegantly and elegantly.

The brand entered Beijing Xinguang world in April 2011, and its monthly sales reached 1 million 20 thousand yuan.

The fashion group will hold a large-scale fashion art exhibition on the theme of "let the brand sing the praises of life" at the fair.

At that time, the exhibition hall will display the history of the fashion group's 17 years of hardships and hardships in the form of fashion art.

"The movie's dream is to be China's DIOR. I know it's hard, but there is hope in dreams.

It's hard to be fashionable, but I'm very happy because I love it very much.

Zhou Cuiqiong, chairman of Shenzhen film Fashion Group Co., Ltd.

"In 7 years, the development of more than 300 stores in the country has been very steady."

He Shujun, a female entrepreneur from Hongkong, China, is also the top ten fashion designer in China.

She took the exhibition area of 500 square meters in one fell swoop, and wanted to make a concept exhibition.

She believes that today's card has long crossed the stage of investment promotion, image promotion is the key.

The men's wear exhibition is coming out.

Speaking of the clothing industry in Shenzhen, the similar words of "Chinese women's dress to see Shenzhen" emerge in the general brain sea, but neglect the development of men's clothing.

Shen Yongfang, President of Shenzhen clothing association, said that in recent years, men's clothing in Shenzhen has also developed rapidly. For example, men's clothing brands such as Karl Denton, whether they are fabrics or tailoring, can even match the world famous men's wear brands.

The flourishing development of men's clothing industry finally let the trade fair set up a men's wear area in the eleventh year.

At present, Karl Denton, Jeni dress, Lyle Leo, indu Homme, VJC, CANCKBOSS and many other enterprises have been identified.

Nowadays, the characteristics and advantages of Shenzhen menswear brand are also gradually forming. Focusing on product research and development, grasping the fashion trend and enhancing the brand connotation, become the only way for Shenzhen men's clothing enterprises to break through tight encirclement.

"China's market is extremely large. At present, there are hundreds of billions of market in men's clothing industry, and the growth rate is two digit per year.

This year, the first opening of men's wear area in the trade fair is to further promote the popularity of Shenzhen men's clothing at home and abroad, to gain a foothold in China, and to occupy a certain share in the international market.

Shen Yongfang thinks.

For this exhibition of card Dun ton, in the face of reporters interview, in any case, can not avoid this year by CCTV focus interview exposure, was denounced as "empty shell foreign brand" topic.

In response, Liu Dan, assistant general manager of the company, said that this is a misreading of the media by the media, because of the cognitive differences between the mass media and the international brand.

"It also lets us know that in the early days of the city, he did not pay enough attention to publicity work, which led to media and consumers' Misunderstandings of their international routes and led to misreading of the brand."

How does China's clothing brand become internationalized? For this problem, Liu Dan thinks that the actual situation of each enterprise is different, and the way of doing things is different.

And the direct internationalized brand represented by the brand is a different route.

This time, we will cooperate with Shenzhen clothing association to take part in the exhibition. We will participate in the exhibition in a dynamic and static way. We will also take the "fashion and moving" as the theme to hold the closing ceremony of the exhibition.

Liu Dan also told reporters that in the next five years, he will strengthen the original intention of internationalization strategy and display it more pparently, including plans to set up studios in Italy, France and other places; go abroad to seek the opportunity to issue the four fashion week, and try to buy foreign brands.

It is also understood that ITS' IB, the first composite menswear brand in China, will also be unveiled at the Shenzhen clothing trade fair.

CEO Wang Dingyuan of Shenzhen Boboli Garments Co., Ltd. told reporters that there are four brands of ITS' IB, that is, Lerario, BUEBELLY, K&C and PULL&SHASK, all belong to leisure series.

"ITS" IB came from Japan 10 years ago, and I saw the inspiration of Japanese brand ITS "DEMO".

ITS' DEMO is a composite concept, which includes accessories, make-up, bags, women's shoes and coffee shop.

Wang Dingyuan said that ITS' IB will vigorously develop two or three tier cities in China, and has successfully expanded 30 stores.

For this exhibition, the purpose of ITS' IB is to carry the banner of Shenzhen menswear brand and change the impression that the outside world is mainly women's clothing in Shenzhen trade fair.

It is worth mentioning that the new century fashion (Shenzhen) Limited's men's clothing brand indu Homme will also meet with the audience.

Liu Shidong, marketing manager of the company, introduced indu Homme as the brand of Hongkong's new fashion designer founded in 1997.

Indu Homme's 2011 autumn winter new black swan series appeared in Beijing fashion week in March 28th.

The creation of the black swan series is inspired by the AMP Swan Lake, directed by Matthew Bourne and choreographed. The retro style design skirt pants, which are made from ballet, are cut with simple lines, and a large number of woollen fabrics are used to make up the elegant and fashionable artistic atmosphere.

The black swan series will also appear at the current trade fair.

{page_break}

Supporting activities add icing on the cake

10 years of meticulous development and various activities have become the window of fashion exhibition in Shenzhen.

However, Shen Yongfang said that the eleventh Trade Fair is not only a fashionable coat, but we should join hands to make life full of fashion.

Therefore, the Trade Fair has the purpose of "win-win cooperation".

It is understood that during the period of the trade fair, the brand of MYMOMENT (long Dai International) will be exclusively named for the two traditional strengths forum of China's department store and Clothing Brand Summit Forum and the China excellent clothing agency conference.

Shen Yongfang said, for the current exhibition, many brands no longer stay in the stage of looking for franchisees and agents.

"This year, the department stores and agents forum should make a completely new concept and explore an innovative business mode, so that the department stores and brands can win a win-win situation.

The road of business is bad. Many franchisees and agents are losing money.

In the future, how will the franchisee go? In view of this problem, we have to conduct full court interaction.

According to the organizers, the fair will also strengthen cooperation with the upstream and downstream industries chain, and invite more foreign buyers and exhibitors to participate. The organizing committee will send an invitation letter to all the major shopping malls and professional stores in the national second tier cities, and also entrust the exhibition organizations in Hongkong to invite overseas professional buyers to negotiate and purchase. In cooperation with the Chinese Department Store Association, the senior department stores and senior gold medals of all parts of the country and thousands of gold medals across the country will be invited to take part in the activities of the fair.

Zhang Hongtao, Secretary General of Shenzhen garment industry association, said that the current and future trade fair should explain some forward-looking ideas from a more diversified perspective. These ideas can be expressed by some devices on the exhibition site or brainstorming in the forum.

"The expression of ideas during the exhibition is not necessarily conclusive or controversial.

But it doesn't matter. If there are arguments, we can stimulate the spark of thought and cause the change of thinking.

Zhang Hongtao said.

In fact, the pition from "exhibition" to "exhibition" advocated by the Shenzhen Service Association also confirms Zhang Hongtao's statement.

"Exhibition" is materialized, and "Hui" embodies the collision of ideas and rises to the spiritual level.

On the face of it, the two words of "exhibition" and "Hui" simply exchanged places, but in fact they were meaningful.

In the opening year of the 12th Five-Year plan, what kind of appearance will the Shenzhen trade fair appear? Or will the answer be answered by the exhibition site at that time.