Opportunity For Milan Fabric Exhibition

In recent years, with the continuous improvement of the creative ability of China's textile and garment industry, more and more Italy Brand dealer We are optimistic about "made in China" or even "made in China" textile and clothing products, and show the desire to strengthen cooperation with Chinese enterprises. In the face of such market opportunities, how can Chinese textile and garment manufacturers find the right channel to sell products made in China to Italy? Italy enjoys a high reputation. Milan international Fabric exhibition (INTERTEX MILANO) and what opportunities are there for Milan international garment processing Exhibition (READY TO SHOW)? These become the most important concerns of Chinese enterprises wishing to enter the Italy market.

　　 The "made in China" trend is not decreasing.

Today's "made in China" has different charms in the eyes of Italians. In October this year, the "Italy fashion summit" was held by the head of the textile and clothing brand of the country, who said that most of their products were made in China. The reason is not only that "made in China" still maintains its excellent manufacturing technology, but also because the huge consumption potential of the Chinese market attracts more and more Italy brand's attention. Driven by this driving force, from close procurement to production and marketing channels, close cooperation with Chinese enterprises has become the first choice for high-end manufacturers in Italy to compete in the Chinese market.

In fact, as early as 10 years ago, the marketing idea of "made in China" to win the market has been popular among enterprises in Italy. In 1991, Italy's famous menswear brand Zegna aimed at the growth potential of China's consumer market and opened its first store in Beijing Wangfujing hotel. In 2001, they tried to find partners in China. After exploring more than 1000 factories, they finally reached a cooperation agreement with Xia Meng Clothing Co., Ltd., and entered into 50% shares. Based on the original Xia Meng factory, they reformed and established a joint venture Xia Meng Yi Jie. In order to launch the mid-range products in the Chinese market, Zegna and Xia Meng completed the investment cooperation, and launched the mid priced fashion brand "Xia Meng". At the same time, Zegna's cooperation with Chinese factories launched the localization brand behavior, and gained extraordinary social effects.

The growth of the consumer market has been added to the charm of "made in China". In recent years, textile and garment brands that are proud of "China creation" have been recognized by Italy people. In the Italy foreign businessmen who have been contacted before, basically everyone can give more or less the well-known Chinese brands, such as the white collar in the women's wear brand, the wedding bird in the men's brand, and the Aoyama.

Regardless of the recognition of "made in China" or the recognition of "China's creation", there are signs that Italy market has great demand for Chinese textile and apparel. Recent trade figures also reveal information: even in the special period of European market downturn, China's export to Italy textile and clothing still maintains a steady growth momentum. In 2011 1~10, China's textile and clothing exports to Italy amounted to US $5 billion 444 million, an increase of 15.21% over the same period last year. Clothing exports to Italy amounted to US $3 billion 494 million, an increase of 13.32% over the same period last year.

　 Finding the right channel can be marketable.

Since Italy's demand for Chinese textiles is growing, how can we find the right channel for Chinese textile and garment enterprises to push China's high-quality textiles and garments to the Italy market?

At present, in Italy's textile and clothing sales market, Chinese traders can be seen everywhere. The Chinese market in Vitoria, Rome, has gathered more than 1000 trading companies, and their products have been radiated throughout the European market. Since 1996, the market has become the largest clothing distribution center in Europe. In the eastern city of Prato (Prato) in Italy, more than 4000 Chinese garment processing companies almost monopolize the manufacturing links in the entire production chain of Italy garment industry, and gradually transfer to the development and retail links. For those traders who directly sell their products to the terminal market, the well-known textile and clothing distribution centers are the most effective way. For those Chinese enterprises who want to establish links with Italy clothing Brand Company, chain stores and private brand department stores, it is undoubtedly the quickest and effective way to choose clear exhibitions.

The INTERTEX MILANO, founded in 2001 by T.D.F., is the first international fabric exhibition in Italy to be opened by exhibitors from outside the European Union in Milan. The crowd attending the exhibition is mainly the clothing brands of Italy. The READY TO SHOW, which is held in conjunction with INTERTEX MILANO, is the only exhibition in Italy to set up a trading platform for garment processing enterprises and brand buyers. The Milan international garment processing exhibition is also the only one in the world. The segmentation and positioning of the two groups for the target audience makes the docking process between exhibitors and professional audiences efficient and direct.

According to Sun Xiaoming, general manager of China Textile and advertising exhibition company, the position of INTERTEX MILANO and READY TO SHOW two exhibitions are different, but in Italy, they already have a group of "loyal audiences". At the READY TO SHOW and INTERTEX MILANO exhibition in September 2010, nearly 1000 professional spectators were present, of which 12% were from international buyers outside Italy. Buyers from Italy mainly came from Lombardy (48%), Emilia Rome Nye (12%), Venetian (6%) and Tuscany (6%). "Some well-known Italy brands, such as Armana, Zegna and MaxMara, have visited the purchasing department. Cashmere products, knitted garments and silk fabrics made in China are more popular with buyers. Sun Xiaoming said.

Opportunities found in two or three line brands

In Italy, famous local luxury brands are numerous. Armani (Armani), Zegna (Zegna), Prada (Prada), Gucci (Gucci), Versace (Versace) and other brands have a loyal followers in every corner of the world due to their many years of cultural accumulation and exquisite craftsmanship. In recent years, the Italy market has also emerged some fine line, strong sense of fashion two or three line brand. For example, MISSONI brand with many years of family history, JOHN RICHMOND group that has taken the fast fashion development route, and CARUSO group, which has been working with Chinese production and processing enterprises.

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"When Chinese textile enterprises are developing Italy or European market, the most important thing is to find the right position. In fact, the brand we are familiar with is not necessarily the most suitable partner. " Sun Xiaoming pointed out that in recent years, some two or three line clothing brands in Italy have developed rapidly, and have expanded their sales networks. Chinese enterprises can seize this opportunity to outline a list of merchants who may have cooperation with them, and make initial contacts with these brands with the opportunity of exhibitions. "More importantly, exhibitors should set up a clear exhibit style according to the characteristics of the target customers, so as to enhance the effect of exhibitors." Sun Xiaoming said.

In order to further help Chinese enterprises to find marketable partners, INTERTEX MILANO has provided a series of matching services for Chinese exhibitors since 2006. According to the introduction, the main docking services include the following 4 parts: first, once the Chinese exhibitors sign up to participate in the exhibition, the Organizing Committee of the exhibition will select 100 European buyers' long list according to the company's products, strength and objectives, and then the exhibitors can contact these buyers freely, and then determine a more specific and shorter list (short list). Next, the organizing committee will refer to the short list of the exhibitors to do the introduction and coordination work, and finalize the 5~10 buyers. After that, the organizing committee will send the detailed introduction of the 5~10 buyers to the exhibitors before the meeting. Finally, the organizing committee will ensure that at least 5 best and most suitable buyers and exhibitors will talk on the exhibition.

Georges PAPA, President of the Italy T.D.F company, said: "in Europe, the more people there are, the better. It means that this is a retail exhibition. The most important thing to measure the business effect of a B2B exhibition is to see the number of enterprises docking. I think the two exhibitions of INTERTEX MILANO and READY TO SHOW have been making efforts to this end, and we will continue in the February 2012 exhibition.