Through CHIC&Nbsp; 20 Years -- An Industry'S Knowledge Of The Past And Its Foresight.

In March, Beijing's bright spring, Yulan trees decorated with red walls and blue tiles are blooming gorgeous flowers. At this time, the eyes of the fashion industry in the whole country and even in Asia and the world will focus on Beijing, which has a long history, but there is no lack of fashionable metropolis. There is only one reason why it is called the twentieth China International Clothing and apparel fair.

From the first CHIC in 1993, it has entered the twentieth year. In the 20 years, the baby who had been born has grown into a pretty young man.

In the past 20 years, the pace of CHIC has changed from staggering to steady, and CHIC's vision has gone from China to the whole world.

In the past 20 years, CHIC has witnessed the growth of China's textile and fashion industry from scratch, from weak to strong, from products to brands, from food and clothing to fashion, from small brands to single companies to large groups.

From the spring of 2012 to the early summer of 1993, the first professional event of the garment industry was held in Beijing. The first China International Clothing and Accessories Fair (CHICl993) was held in Beijing international trade center of China from May 14th to L9, and the exhibition area of the whole 11 thousand square meters was opened unprecedentedly.

As the first large-scale professional clothing industry exposition in China, the first CHIC in Beijing in May has been a fashion whirlwind. Italy's design masters Valentino and Ferre, France's Pierre Cardin have performed special fashion shows respectively. The great evening party "night time" -- "century wind" was held in front of the Tiantan prayer hall. 10 top international models in Italy and France and 200 excellent models selected from 26 provinces and cities in China showed the works of famous Chinese fashion designers and the world's great teachers such as Valentino, Ferre and Pierre Cardin.

A series of fashion movements make people who are on the reform and opening up of the fast track a little bit dizzy.

That is to say, from this CHIC, people feel the vitality of the traditional clothing industry in our country and even the international market, as well as its unique development potential and extremely attractive fashion charm.

According to statistics, during the period of CHICl993, only 14 exhibitors organized by the French women's wear association signed the contract amount of 6 times that of the French women's wear Association's total export volume to China in 1992.

That is to say, after the successful landing of the first CHIC, the French women's wear association established the development goal of occupying the 5% share of China's high-end women's clothing market.

20 years later, we can hardly see that the French women's wear Association's march into the first CHIC has played a significant role in promoting its discourse power and influence in China's apparel industry. Even now that the degree of internationalization is very high, the influence of French fashion in China is still deep rooted.

For the Chinese clothing brands that started soon, especially the designers who had been pursuing international fashion trends, the first CHIC also gave them a platform to demonstrate with international brands.

On this CHIC, Chinese designers began to emerge. Wu Haiyan, the teacher of Academy of Fine Arts in Zhejiang, won the gold medal of the first "brother Cup" China International Youth costume designer competition. The "Chinese style" began to spread its voice on the international platform of CHIC.

Nowadays, Pierre Cardin is no longer the focus of attention. Many brands at that time seem to be slightly greenish. Many of the brands that had been ringing at that time had already disappeared in people's eyes. However, when it comes to CHIC, people still have to sigh for the fresh spring breeze that she brought to the Chinese clothing industry.

A large ship sailed rapidly in the industrial storm.

As China's largest clothing and apparel fair in Asia and even Asia, CHIC is attracting a lot of attention to every Chinese clothing company that wants to develop and the foreign brands that will lock the Chinese market in the future.

And in March each year, the most worrying thing for the clothing industry is how to get a satisfied booth in CHIC smoothly.

According to the reporters, the CHIC booth's gap in 2003 was as high as 20 thousand square meters. The organizers at that time only had to give up the trump card to limit the number of exhibitors.

In the face of the growing market demand, simply restricting the participation of enterprises can not solve the problem fundamentally, nor will it help the development of the industry.

To this end, after full market research, the China clothing association decided to make a decision on the phased exhibition in 2004. The 2004 CHIC will display the men's and women's garments separately.

This will enable the exhibition area to have 53000 square meters of exhibition area easily, and the site doubled in two phases.

Staged exhibition is a unique move in the industry exhibition. It also reflects the rapid development of the garment industry in China at that time.

In a sense, the superiority platform of CHIC has already deviated from its display area. More and more rising Chinese clothing enterprises have long been looking at CHIC for a long time, but they can not show their position in it.

Over the years, domestic manufacturers have taken part in the annual CHIC as the most effective platform for their brand promotion, image building and joining in business promotion. CHIC's continuous growth is also boosting the Chinese garment industry from extensive operation to intensive operation, from product competition to brand competition.

At present, Chen Dapeng, executive vice president of the China clothing association, once evaluated CHIC: "from the perspective of industry, we have been committed to improving and strengthening the role of the exposition. The core is to constantly open up the market and upgrade the industry.

The role of CHIC is reflected by the buyer and the seller's prediction at the same time, that is, mutual guidance between buyers and sellers.

The Expo has provided a platform for stimulating domestic demand, upgrading industries, realizing brand strategy, and promoting cooperation and trade between Chinese and foreign brands.

People in the industry generally believe that CHIC attaches great importance to finding professional exhibitors and buyers, providing a comprehensive quality service for manufacturers and exhibitors.

The time pointer went to 2008, located in the Shunyi airport industrial area.

A bridge connects enterprises, brands and channels.

Also in the 2008 Olympic year, overseas exhibitions such as WSN/PC in France, Fashion Exposed Melbourne in Australia, Japanese fashion show in Japan, and Taipei fashion charm exhibition in Taiwan, China were all participating in the exhibition.

Speaking of the 2008 CHIC, many people will think of Chen Hao and David Wu.

In this CHIC, the huge billboards and posters of ITAT, represented by Chen Hao and David Wu, spread all over the walls and corners of the new national exhibition.

To this day, people seem to have a high profile of ITAT. CHIC is still difficult to remove from memory, but more people are sighing. After ITAT's rapid fall, it seems that its falling speed is even more confusing than its debut.

In fact, the fall of ITAT is not necessarily related to the great popularity of CHIC, and we need not comment on the grudges and grudges behind its success or failure.

Jumping out of the event itself, only from the event of ITAT on CHIC, we can find that in 2008, garment enterprises seem to be looking for a new mode of channel development in the confusion. ITAT is just a flash in the pan in its search process.

In 2008, as an important part of China's apparel industry supply chain, clothing business, its market environment, market focus, business models and business channels have undergone major changes, and there has been a major turning point in the development of the industry.

On the one hand, the domestic demand market for clothing has been increasing, and the consumer market of the second tier and three tier cities has been rising rapidly, and the broader potential market development is beginning to emerge. On the other hand, the export situation of clothing is relatively severe, and the growth rate is slowing down.

Under the influence of various external forces and internal forces, China's garment industry has changed from "foreign trade pulling" to "new stage of domestic trade promotion". The production relations of China's garment industry have undergone profound changes, and productivity is being released and innovating with unprecedented new models, new channels and new values.

The emergence of ITAT also seems to confirm the desire of the industry to find new models, new channels and new values. It is only that people have paid more attention to the emergence and disappearance of ITAT, and have not seen the hidden currents behind them.

The international competitiveness of "made in China" is changing from labor cost advantages to product quality innovation advantages, product R & D innovation advantages, brand innovation advantages, and cultural innovation advantages. However, all these changes require value pactions and value increase in the business innovation advantage.

Relying on huge resources to create an innovation and cooperation platform, CHIC has played a valuable role in promoting the brand culture and creating the brand commercial value. At the same time, CHIC has become the link and bridge of industrial upgrading. It also made contributions to the brand development and diversification channels, the choice of business models, the change of industrial and commercial relations, and the maximization of brand business value.

A stage cluster brings a source of vitality.

Many people in the clothing industry, as well as many people who are concerned about the development of the clothing industry, know that before 2004, CHIC had no special leather exhibition area.

In 2004, Haining China Leather City organized many enterprises to participate in the exhibition, and the leather exhibition area was "born out of the world".

Since then, leather (fur) exhibition area has become one of the highlights of CHIC almost every year.

And Haining Leather City in China every year during the period of CHIC skin fashion fashion publishing activities have also become the industry's widely concerned "vane".

As the most important leather production base in China, Haining has thousands of enterprises engaged in leather production and operation.

Since 2004, hundreds of leather enterprises have participated in CHIC in Haining.

"To participate in China International Clothing and accessories fair, for enterprise brand communication, means entering the ranks of mainstream brands."

One entrepreneur said so.

It is understood that many Haining leather brands start from the "landing" CHIC, and continue to step up in the field of brand promotion.

From this we can easily find that the prosperity of CHIC is closely related to the continuous development and growth of industrial clusters.

Industrial clusters that have achieved cluster size effects tend to shine on CHIC, and this trend has become more and more obvious over the years.

The reporters found that the group participating in the exhibition was basically a developed area of clothing and apparel industry.

Relying on the advantages of industrial clusters and relying on CHIC professional platform, these places have become a mature mode of attracting investment and expanding brand influence in many garment enterprises.

Especially in the process of brand promotion, this mode often brings a leap to enterprises.

And this mode has successfully created many brands and become a happy avenue for the industry.

Take the cha Shan town, a famous brand garment manufacturing town in China as an example, in November 2010, Cha Shan town was recognized by the China Textile Industry Association and the China clothing association as one of the 13 textile industrial cluster experimental bases in the "five cities and eight towns" in China.

This year, Chai Shan town will launch a heavy attack on the regional brand, and will again organize a group to participate in the twentieth China International Clothing and accessories fair.

In CHIC2012, the total area of Cha Shan town occupies 517.25 square meters, including 383.75 square meters of children's wear (E4), 133.5 square meters of women's wear Hall (W4, W3), 8 high-quality clothing enterprises exhibiting, and the theme of "famous brand clothing manufacturing town in China".

A big tree is full of trees and fruits.

The international financial crisis in 2008 has brought a great impact on many Chinese clothing enterprises, which are mainly OEM. A considerable number of OEM enterprises are eager to change after the crisis. However, training their own brands is just like training and teaching a child. It is not a matter of the day and night. It needs a lot of initial investment and complete market channels to support. Temporary cramming can not stand the test of the market. I am afraid many enterprises will fall behind the pursuit of their own brands.

By cultivating their own brands, they can find their own living space, which reflects the strong ability of production and pplantation.

On the other hand, with the increasing national strength of China, China's consumer market is becoming more and more important in the international market. China is not only the production base of the international clothing giants, but also their strategic market.

We can see that in recent years, due to the cost advantages of neighboring countries, many international garment enterprises began to shift factories to Vietnam, Bangladesh and other countries.

In the process, Chinese enterprises, trained in decades of OEM careers, must start to go out with the international giants to open factories and continue to compete under the same platform.

Of course, the economic crisis does not only bring negative effects.

Bosideng, who also started by OEM, has a greater value on the driving effect.

In Bosideng's view, enterprises must be bigger and stronger. They must go out more. Under the economic crisis, Bosideng should strengthen cooperation with international enterprises in other links besides production.

In 2004, Bosideng began to expand the business of men's wear, and later began making women's wear and children's wear.

Because Bosideng sees that although the single product is very successful, the down jacket can only be sold for one season, and the single product and brand lead to the risk of the company.

As a result, Bosideng reorganized the way of development in the future. After the survey of partners, investors and consumers, the operation of multi brand and the journey of four seasons clothing were launched.

Now, Bosideng did not predict today's crisis, but only according to the enterprise strategy.

But the economic crisis has promoted the Boston products' four seasons process and multi brand operation.

Before the integration of some foreign brands needs to pay a relatively high price, and the financial crisis not only brings opportunities to domestic enterprises, but also enables domestic strength clothing enterprises to show more international competitive advantages.

Under the international environment, there are many ways for Chinese enterprises to cooperate with international enterprises, including brand integration, channel switching and direct operation.

Bosideng's most powerful cooperation advantage is thousands of stores in the country. Under the background of the international financial crisis, this is even more unmatched by many foreign brands.

In fact, many industries in China have already entered the global industrial chain.

Looking back at the history of CHIC, we can see that it not only witnessed the gradual growth of China's garment industry, but also found that CHIC is leading the Chinese garment enterprises to change their role models from "doing business", "making clothes", "making products" to "making channels" and "making brands".