CHIC Still Has Some Distance To Go To The International Fashion Fair.

The annual China International Clothing and accessories fair.

Internationally speaking, the world's most important clothing fairs, such as Paris women's wear show,

Exhibitors will display all the new products of the next season. Visitors are mainly global or regional retailers.

Quite a number of exhibitors must rely on exhibitors to complete their quarterly sales tasks, and visitors must rely on visits to solve the next season's product order problems.

At such an exhibition, because of the business relationship formed over the years, communication is mainly carried out among the old customers. The exhibitors' sales managers receive the purchasing managers of the old customers at the exhibition, introduce the new products designed for the next season by the enterprises, in order to get as many orders as possible, and the purchasing managers of the clients need to bargain with their sellers according to their sales situation and their own market.

So at this exhibition, the main business is a continuation of business between acquaintances. Of course, there is no shortage of business to do with old customers, to explore new customers or visitors to order goods after their old friends, and to see if there are any new things, but this is only the next thing.

Because of this positioning, these fairs must be sold two times a year for the latest products of spring, summer, autumn and winter. In addition, considering the time needed for production, they are usually held in January and February and July and August, up to the beginning of September, and these exhibitors will continue to take part in the exhibition as long as the economic conditions permit, and become loyal customers of the exhibition.

Return to our CHIC, of course, it is also for sale purposes, but its positioning is basically an investment exhibition.

Because there is basically no independent retailer in China, the commercial sales mode of clothing products is single, basically in the sales of brand counters in department stores. On the other hand, China has vast territory and vast territory. To establish a nationwide sales network, we must make full use of the strength of franchisees from all over the country, especially in the early stage of brand development.

Whether a brand is successful or not is related to whether it can recruit a good number of franchisees. Therefore, a large-scale investment exhibition is necessary, which is very important for both brand and franchisee.

So the most professional visitors on CHIC are local brand franchisees.

The brand exhibitors display their products, style and strength and image here, while franchisees from all over the country are looking for new brands worth investing.

Because of the nature of this investment exhibition, at such an exhibition, the main business is the business between strangers. One must show its strength (especially the strength of the corporate image), while the other side also needs to assess whether the enterprise is reliable and worth investing in itself.

Under such a positioning, the product itself becomes secondary, and the corporate or brand image becomes the first element.

So we can see that on CHIC, exhibitors should strive to expand their area, decorate luxurious, and improve their image by all means.

It is also because of the positioning of the investment exhibition, CHIC once a year is enough, and each chamber of Commerce has changed greatly, because when a brand already has enough franchisees, there is no need to come again unless it wants to launch a new brand, or the quality of the existing franchisee is poor, so it needs to "exchange blood".

The positioning of clothing fairs in various provinces in China is basically the same.

As mentioned above, the difference between China's CHIC and major international clothing exhibitions is clear.

To make a more vivid and interesting analogy: foreign exhibitions are like regular appointments between old lovers, tender, sensible, low-key and new, and CHIC is a young people's blind date conference. Passion, publicity and high profile, everyone should open their beautiful feathers to attract the attention of the opposite sex.

There is no commendatory meaning, but their positioning is different, and the exhibitors are different from the visitors.

The purpose of our analysis is to point out that our enterprises should have a clear understanding of this difference so as to participate in the exhibition accordingly.

For Chinese enterprises, in recent years, our brand enterprises began to want to go abroad, and it is also a natural way to participate abroad.

However, due to the lack of understanding of this difference, it is assumed that the overseas sales show is also regarded as an investment promotion exhibition similar to that of China's CHIC. Overseas exhibitions are also carried out with red flags and gongs and drums, but no decent and seasonal products are displayed. Moreover, there is no longer long-term exhibition plan, two times, and the sales results are not satisfactory.

To the international exhibition, because it is a sales exhibition and an acquaintance's business, exhibitors must have a plan to continue exhibiting for a period of time, exhibiting two times a year, and take out seasonal product combinations every time, so that the international retailers can think that this is a reliable enterprise, and gradually establish mutual trust acquaintances, so that sales will be built up little by little. It is unrealistic to only gain two times at a time.

For foreign exhibitors in China, they are also used to the international sales exhibition, bringing their autumn and winter products (because CHIC is always in March), hoping to reach some Chinese retailers, so their booth is not big, nor does they spend much time in decorating, but the display of products is very careful.

And they are often disappointed. They come to some people who want to be their distributors, but they can't see the order. Then they will not come next time, so that the organizer will always go abroad to invest.

Every time, the author explains the difference between them so that foreign enterprises can understand their reasons for disappointment and complaining.

But there have been some favorable changes in recent years.

Over the past few years, there have been many Chinese brands in the exhibition area abroad. They came to see clothes, ordered some of their favorite styles, and then placed them in OEM production. They also let these exhibitors not come back. This happens mostly on fur brands, or in China's Hongkong and Korean enterprises.

Therefore, the difference between China's CHIC and international clothing exposition is mainly in positioning, one is investment promotion exhibition, mainly for franchisees, the other is sales exhibition, mainly for retailers.

This distinction is not the same as the advantages and disadvantages, but the characteristics of the clothing sales system that they are facing are different.

We just need to know clearly that exhibitors should take different measures at different exhibitions.