Wenzhou Clothing Fade Out Of The Chinese Clothing Industry "Spring Festival Gala"

　　 From high tide to low trough

Around 2000, on the CHIC of Beijing, it was famous for "Wenzhou clothing". Turning on the media coverage of the year, you will find many circles compliment CHIC on Wenzhou fashion show.

In 1995, the Beijing Clothing Fair was not called CHIC, and Xia Meng debuted for the first time. In 1998, under the lead of the clothing trade association of Wenzhou, a number of men's clothing enterprises appeared on the scene, including a number of enterprises including wedding birds, Zhuang Ji, French, Jordan, Xia Meng, and Huashi. In the following years, Wenzhou clothing has always been a beautiful scenic spot on CHIC, and some people even described them as "powerful".

Every year in March, people in the sea like CHIC want to find someone. Just say, "I am on the stand of a Wenzhou brand such as bird, Zhuang Ji or Jordan. Then you can rest assured that you can have a cup of tea and chat for a while. The person you are looking for will soon be found here. Every year in March, on the first day of the opening of CHIC, you can basically meet the big players of Wenzhou's clothing industry you want to meet in the first exhibition hall.

　 2008 is a watershed.

As CHIC moved from the old museum to the new hall, it has long lost its motivation to participate in the exhibition. Only because of its habit, the Wenzhou men's wear brand appeared every year in the old position. Qi Qi was faint from CHIC. In recent two or three years, there are only five or six brands exhibiting each year, and only 4 brands are exhibiting this year.

Because face shows?

"To be honest, we must consider some face issues before attending the exhibition." Recently, a person in charge of garment enterprises who once participated in CHIC said so. He said that the annual exhibition fee is not small, the 100 square meters of booths, booth fees plus decoration, travel expenses, etc., generally cost to 1 million yuan. It's really hard work.

In fact, in recent years, some new clothing brands have been exhibiting in CHIC. In some mature clothing enterprises, there is more and more about the "face" of exhibitors. "Because of the usual friendship, we have to invest hundreds of thousands of dollars or millions of dollars to participate in the exhibition.

As a new brand enterprise with investment as the main purpose, Wenzhou one day Fashion Co., Ltd. has been participating in CHIC for two consecutive years since 2010. Wang Jingchun, general manager, said that because its main market is mainly in the south, and the CHIC customers are mostly in the north, the investment effect is not very satisfactory. So this year, it will quit the exhibition.

　　 The exhibition itself has entered the adjustment period.

Yesterday, Zheng Chenai, who had visited the CHIC for a day, saw that this year, Wenzhou's exhibitors and enterprises are obviously fewer than before. On the whole CHIC, in addition to a number of listed brands such as Shanshan and YOUNGOR, all of the 80% listed companies are new brands, and investment is the main purpose.

Zheng Chenai said that CHIC has been held for 20 years, but basically it is still in the industry communication, and the influence on the fashion consumer market is far from enough. People in the industry are looking at products, instead of CHIC's current luxury decoration images. These luxury images need to be seen by the consumer market. Therefore, the exhibition itself has entered a period that has to be adjusted. And the clothing industry in Wenzhou is also adjusting. In the future, there may be something like customization and so on. It appears on CHIC.

Related links

1. China International Clothing and Accessories Fair (CHIC)

It is co sponsored by China Apparel Association, China World Trade Center Company Ltd and China Textile Promotion Association. It was founded in 1993 and held annually in Beijing. In the past 20 years, CHIC has been growing with the development of China's garment industry, and has grown into the most influential and influential fashion exhibition in Asia.

2. several stages of Wenzhou clothing on CHIC

"Worn in Wenzhou"

2001CHIC, Wenzhou's wedding bird, Zhuang Ji, French school, Jordan and other 21 clothing brand enterprises, under the unified organization of Wenzhou clothing chamber of Commerce, in the form of Baotuan, the first time on the CHIC, "wear Wenzhou" unified flag. At that time, the 60% of the 1 pavilion was occupied by Wenzhou enterprises and became a veritable "Wenzhou Pavilion".

Xia Meng quit

In 2003, Xia Meng, who was exhibiting from 1995, did not attend the exhibition for the first time. Xia Meng made his joint press conference with Zegna on CHIC and became Wenzhou's first men's clothing brand to quit CHIC. After that, Wenzhou clothing brands gradually fade out of CHIC.

New "1 hall"

In 2008, CHIC moved from the old museum to the new library. "Hall 1" has an inexplicable complex for Wenzhou menswear brand. The new "1 hall" has become the turning point for Wenzhou men's clothing to fade away from CHIC.

CHIC2012

Yesterday, the twentieth China International Clothing and Accessories Fair (CHIC2012) opened in Beijing China International Exhibition Center (New Museum). There are only 4 clothing brands in Wenzhou this year, including Barbara, red, yellow and blue, three children's wear brands, and X132 menswear brand.

In recent years, with men's wear out of CHIC, "children's wear" has become the leading role of Wenzhou fashion show. Since 2007, children's clothing brands such as Barbara, red, yellow and blue have become regular customers of CHIC. Three point water also began in 2009 and participated in CHIC every year. This year, the Zhejiang Semir clothing brand Limited by Share Ltd children's wear brand balbala pavilion area of 266 square meters, become the largest single children's clothing brand exhibition hall. The exhibition hall uses a lot of wood, branches and other elements to reflect the brand, fashion and environmental protection concept. It also shows the one-stop shopping experience on display, extending the product line to the costumes and accessories of infants, children, children and children.

As the chairman of Zhejiang Clothing Industry Association Children's wear branch, Zhejiang red, yellow and blue dress Limited by Share Ltd is also a frequent visitor to CHIC. For the first time this year, red, yellow and blue and new brand Christine Fan (FUN&FUN) were unveiled at the exhibition. Zhejiang three point water children's Clothing Co., Ltd. takes investment as the main purpose. We hope that through the exhibition, we will establish a more solid brand image of national children's clothing, and let more customers understand and understand the "three point water" and grow together to promote brand development.

CHIC2012 is co sponsored by the China Apparel Association, China World Trade Center Company Ltd and China Textile Industry Association. The exhibition area is nearly 110 thousand square meters, with 10 professional exhibition areas. There are more than 1000 brands from 21 countries and regions. Mr. Qi, head of balbala, said that the main purpose of the exhibition is to exchange industry and understand the latest developments in some industries. Mr. Qi said, for example, this year through exhibitions and exhibitions, we can see that children's clothing is developing towards diversification and differentiation.