[Needle Expo] Yang Shibin: Two Directions To Push The Industry From Big To Strong

Sponsored by the China Textile Industry Association, the 2011 China International Knitting fair, jointly sponsored by the China knitwear industry association and the China International Trade Promotion Committee, will be held on August 29~31 at the Shanghai New International Expo Center. To this end, Yang Shibin, President of China knitwear industry association, interviewed the reporter of textile and clothing weekly, and gave a detailed introduction to this year's Expo.

This year, knitting technology has entered China's 115th anniversary, though China. Knitting industry It started late but developed rapidly, especially in the past 5 years. In this special year, the guiding change of the needle fair is undoubtedly a milestone in the transformation of China's knitting industry from big to strong.

The scale of this acupuncture Expo has expanded over the past years. Due to the addition of yarn exhibition in the exhibition area, the exhibition area of the 2011 needle fair decreased by 1500 square meters compared with last year, while the number of exhibitors increased by 20%.

Over the years, the exhibitors of the needle Expo were mainly members of the China knitted Industrial Association. As a result, the category of knitted small underwear was on display at the Shenzhen international brand underwear exhibition held in May every year. The exhibition area of about 2000 square meters was released this year, and all the small and medium-sized enterprises actively participated in the exhibition.

In the past three years, a number of upstream and downstream member enterprises have jointly participated in the exhibition. They have dominated the Tianzhu industry alliance of the best Central District of the needle Expo. This year, we display the terminal products of the member enterprises in the area of 108 square meters.

After 5 years of development, this acupuncture Fair will be released. Two directions The signal of sexual change is the marketization of domestic demand and the commercialization of products. The needle Expo will lead enterprises to emphasize domestic market development and focus on terminal products. Under this guidance, this acupuncture Fair has also made corresponding adjustments.

This year, knitting technology entered China's 115th anniversary. Although China's knitting industry started late, it developed rapidly, especially in the past 5 years. In this special year, the guiding change of the needle fair is undoubtedly a milestone in the transformation of China's knitting industry from big to strong.

　 Pay attention to domestic demand market, attach importance to independent brand and channel construction

Before the outbreak of the international financial crisis, many enterprises only regarded the domestic market as an effective supplement to a secondary focus or international market. After the crisis, the pace of opening up the domestic market has been firmer.

Many small and medium-sized enterprises actively participate in the exhibition, indicating that these enterprises are in the right place. domestic market The desire to pick up gold is precisely because of this desire, in their own capital, design, cost and so on are not as good as the advantages of large enterprises, they actively choose to use the professional exhibition platform to obtain resources, rely on improving design ability, product value added, strengthen the channel construction to win their own living space. In addition, many large and medium-sized export oriented enterprises are joining the ranks to actively create their new image in the domestic market.

This acupuncture Fair has done a lot in the invitation and participation of independent brand enterprises, the construction of terminal channels, the docking of terminal brands, and the release of terminal brand. The organizers of the needle Expo jointly worked with the China Federation of Commerce and the Circulation Association of China Textile Industry Association to invite domestic department stores and knitting professional markets, and invited domestic and foreign brand agents to enter the market.

"Brand buyers one to one" docking venue will last more than last year, reaching 100. Decathlon, C&A, Pacific brand, Pathfinder, Tianshi, exception, Shu Lang, winner and so on are top 10 fashion, leisure and outdoor sports brands from home and abroad. They will take the purchase list to the spot to discuss the face business. Procurement involves two parts of finished product OEM processing and fabric. The finished products include seamless underwear, T-shirt, sweater, knitted jacket, knitted casual shirt, socks, etc. the fabric purchases are mainly functional fabrics and warp knitted fabrics.

The trend of terminal brand will be the biggest highlight of the cost conference. This acupuncture Fair has raised the threshold for publishing, strictly screened the brand to be released, and strictly assessed the trend of release, which led to the design and brand guidance of enterprises.

The designer's independent brand of Chinese complex, the trend of the Chinese family fashion dress, the trend of Italy's ronaldi fashion socks, the Nordic style knitted dress, and the professional student works exhibition of Beijing Institute Of Fashion Technology, which will be brought by the new Canadian designer team of Nys, will once again interpret the significance of the brand in a new perspective.

Many enterprises in the industrial cluster do not own their own brands at present. We encourage industrial clusters to actively participate in the exhibition. First of all, we enter the market with the image of regional brands. This has the advantages of low cost, fast cycle and high efficiency. When the market driving ability is maturing, the cluster enterprises will cultivate their own brand to feed the whole market.

　　 Steering terminal products highlighting high technology and high added value

Another guiding change of the current needle Expo is to turn to terminal products, which has changed the past and downstream industries of the exhibition industry. This year is a pre adjustment, and next year will be a major adjustment.

The fundamental reason and driving force to change this direction is the inevitable requirement for the development of industries and enterprises to a certain stage. The knitting industry "12th Five-Year" development idea put forward a new idea of "efficient development of the industry in the next 5 years". This change also reflects that enterprises are actively breaking away from the growth mode of processing and developing towards high tech content, high added value, independent brands and channels.

Some changes in the form of exhibitors have already reflected this trend. Tianzhu industrial alliance takes the responsibility of building China's Tianzhu industry as its responsibility. It has appeared in the needle Expo in the form of joint exhibition of many upstream and downstream member enterprises for three consecutive years. It has also set off a great climax in the industry. This year, the Tianzhu industry alliance is exhibiting the end product of Tianzhu. The alliance highlights the purpose of terminal products. On the one hand, the terminal products can better show the high added value of natural bamboo fiber products and the green and environment-friendly characteristics of natural fibers, so as to gain market recognition, thereby enhancing the effectiveness of trade. On the other hand, the new information and new demand of the terminal products will be quickly transmitted to the former products, which will greatly enhance the technological content and added value of the former products, and will be very beneficial to improve the overall level of the whole industry chain.

The joint exhibition of China San Luo group and Jiangsu top quack color cotton dress limited company is also very clear. It is to emphasize the characteristics of terminal products and set up an excellent market image.

Since May this year, the display of knitted underwear has been concentrated on the Shenzhen international brand underwear exhibition. The China knitwear industry association is also the sponsor of Shenzhen underwear exhibition. China's small underwear enterprises are mostly concentrated in Guangdong. In Shenzhen, such an international brand underwear exhibition will save the enterprises the cost of participating in the Shanghai needle fair, highlighting their geographical advantages, and promoting the growth of regional brands for the national brand and even international brand names.

Focusing on terminal products, focusing on high-tech content and high added value of products will drive the overall development level of the industry.