China's Leisure Clothing Industry: How Many Dreams In Twenty Years?

20 years ago, a newborn baby made a quiet China. clothing With color, 20 years later, she has become a teenage girl. She has brought clothes brands from all over the world to China. Thinking about the twenty years of China's international clothing and Accessories Fair (CHIC), many people feel clear as yesterday. They are also excited by the changes.

20 years have been too long for a person's life. The veteran in the industry who has been accompanying CHIC for twenty years has now been dyed with white hair. In their eyes, the once young child has now opened up men's wear, women's wear and casual wear. Children's wear There are too many category exhibition areas as one of the important schools. Leisure clothes Although it has been popular in the world in recent years, it has rapidly occupied the mainstream trend in China's clothing consumption market.

　　 A dark horse is called Fujian.

Speaking of Chinese casual wear, you have to say Fujian.

The economically prosperous southeastern coastal province has gathered many well-known domestic casual wear brands, and made leisure wear out of the country, writing the name of China in the international market. Thinking of the casual wear of the casual dress, I can not help but say that the 2003 was troubled by SARS. That year, CHIC witnessed the rise of Fujian casual wear and the power of casual clothes. The leader of this force was Zhou Shaoxiong, who was president of the Quanzhou chamber of Commerce and President of the seven wolf group. It was also the most popular CHIC in that year.

Before the 2003 CHIC, Fujian casual wear was a small name, but it lacked a national development platform. Individual brands, though exhibiting CHIC for many years, were restrained by the relatively limited national influence in their respective regions. Therefore, in 2003, Zhou Shaoxiong led the Fujian leisure corps to the north and organized a group to participate in the CHIC exhibition, opening up the situation of Fujian's clothing forces "rampant" China for many years. And the CHIC of that year did not fail to meet expectations. It provided an excellent growth platform for the group of people.

On 2003 CHIC, Fujian leisure force took the "Shishi, times and fashion" as the theme of the "China leisure clothing city - Shishi special promotion day" activities as the main body, formed the Shishi clothing plate as the center, integrated the Shishi, Jinjiang and Quanzhou three clothing brands, and successfully introduced the concept of casual menswear brand city on the national stage of CHIC.

In this regard, Zhou Shaoxiong has clearly explained the significance of this group: "the biggest advantage is that we can increase the clustering effect and increase the bright spot. Highlighting the rise of Fujian forces.

From a certain point of view, Fujian's leisure force has been laying the national status since 2003CHIC. As a collaborative city of CHIC2003, Fujian's leisure force first appeared in Quanzhou Shishi District plate form. A total of more than 30 enterprises took part, occupying more than 200 booths, including 1/4 of the leisure exhibition area. Such a large exhibition group will have a purpose to seek broader development space by exhibiting a unified image.

CHIC is always an important gathering in China and even the world's apparel industry. Zhou Shaoxiong said at that time.

Calendar turned to 2005, many domestic clothing brands began to take a multi brand strategy, a group of men and women's clothing brands have developed their own casual wear license, a time, the domestic market casual wear brand numerous and complex, casual wear surface strong momentum, but also hidden behind the silk crisis. In the field of sportswear, the series of golf and sea sports displayed on the CHIC show in -2005 in 2004, though popular, may be the limited number of audience groups. By 2006, the two series of clothing products began to decline, and the leisure wear market is also facing a shuffle.

　　 After shuffling, the idea is clearer.

Although business casual clothing remained the original market share in 2006, the proportion of maintaining market share has undergone subtle changes. In the first tier cities, the sales of business casual wear began to decline, while the two kinds of shopping malls of the two category, the three type of shopping mall or the second tier city had an upward trend. Because the styles of business casual wear are not diversified and consumers' purchasing behavior is reduced, this makes the high-end consumption layer gradually abandon domestic brands and pursue foreign brands, plus the second-class brands of foreign first-class enterprises enter China in a large number. The design concept and brand value are much higher than domestic brands, and are accepted by consumers at the price, thus gaining the favor of high-end consumers in China. In the second tier cities of the two categories of shopping malls, consumers who have a certain economic foundation appear to catch up with the trend of domestic business and leisure products. Because of this increase, business and leisure products remain unchanged.

After years of market baptism, some leisure clothing enterprises began to sort out their internal management and management. They are more pragmatic and clear about what they want, and the consulting firms that need to have their own advantages to cooperate with themselves, and pay more attention to changing the business status of the enterprises with the help of the external brain, in order to achieve long-term development planning.

The 2008 Olympic Games in Beijing gave the Chinese garment industry an excellent opportunity for development, and the sports equipment industry was willing to let it go. Some garment enterprises are well versed in the way of sports marketing, and have given examples to other Chinese garment enterprises in the depth and breadth of participation in the Olympic economy. Heng Yuan Xiang, Lining and other Chinese clothing enterprises in the Olympic Games show the performance of the Chinese clothing enterprises to the world's demeanor, in order to establish a brand image of the world successfully carried out an "Olympic public relations."

That year, Lining group made use of the integrated marketing strategy of Beijing Olympic opportunity to succeed, and strengthened the consumer's recognition of Lining brand. Li Ning Co spokesman Zhang Xiao Yan also said: "at present, 99% of the company's performance is created in the domestic market." At that time, Zhang Xiao Yan once said that by 2013, the focus of the company's work is still on the domestic market, but it will increase the research and exploration of foreign markets and start the pace of internationalization.

With the help of this trend, the theme of the fashion movement is also very eye-catching on CHIC2008. The brands such as "PONY", "Hongxing Erke", "ACUPUNCTURE" and "CINNAMON" have begun to "Olympic sprint", and many leisure brands have begun their own new round of journey.

20 years of development have made China's clothing market stronger and stronger, and the strong market demand has also spawned the rapid rise and maturity of Chinese casual wear brands. More and more leisure wear leaders are focusing on CHIC, hoping to play an exciting repertoire of Chinese casual wear brands. In the continuous improvement of the year, there are obvious changes in the CHIC casual wear exhibition area: business leisure, golf, fashion leisure, cowboy, fashion sports, youth leisure...... After the subdivision of the leisure wear exhibition area, it is like holding an annual show every year, so that people from all over the world who come to visit, participate in exhibitions and reference will be amazed.

In 2012, the CHIC leisure exhibition area also ushered in the classic mix of casual clothes and classic leisure, and demonstrated the personality of the street. The 11000 square meter casual wear exhibition area featured the theme of "freedom from me", with 4 special features: "classic leisure area", "dynamic trend zone", "fashionable outdoor area" and "fashion cowboy area". While gathering the most dynamic casual wear brands at home and abroad, showing classic mainstream casual wear, it also introduces street fashion, cowboys and outdoor fashion brands to show the fashion attitude and lifestyle of the mainstream consumer groups in all directions. Brands such as Mts. bang, Mark Ed Faye, bin Bao, Wirancis, bin Nu, Dusty, easyoga, Gao Er Pu will participate in it. The audience who comes to the leisure wear exhibition area can fully experience the feeling of "being comfortable with me".