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Clothing industry

From extensive operation to intensive management, from product competition to brand competition.

This essential pformation is the pformation process of China from a large garment country to a powerful garment country.

Now that CHIC2012 has come to a close, let's look back at this two session to CHIC, focusing on what CHIC2012 has left behind for the apparel industry.

Men's clothing brand trend is good.

In 2012, it welcomed the birthday of CHIC20. It is also the key year to implement the 12th Five-Year plan.

Perhaps, because of this, CHIC2012 has won the attention of clothing brands.

The men's wear hall is located in the E1 Pavilion. Its theme is "you have me in CHIC20". It attracts many famous domestic brands with large scale and market competitiveness.

Specifically, the E1 hall has gathered the leading brands of China's men's clothing industry, such as YOUNGOR, Shanshan and red beans.

Among them, YOUNGOR, which always occupies the leading position in the industry, has brought five brands including its MAYOR, YOUNGOR, GY, HANP (hemp family), HartSchaffnerMarx and so on, and once again shows the trend of YOUNGOR's multi brand development.

In fact, after more than 30 years of "going all out", YOUNGOR group has achieved a leap from a single garment manufacturer to a multi brand operation group.

It is worth mentioning that at this exhibition, YOUNGOR brand in 380 square meters exhibition hall, through three series of exhibitions, including business dress series, business leisure series and urban leisure series, emphasized the upgrading of brand to functional products and the improvement of product quality.

It is understood that in recent years, YOUNGOR brand joined YOUNGOR's industrial chain, through the improvement of DP technology, technology upgrading, equipment renewal and so on, constantly improving the quality of functional products, launched the upgraded version of DP shirt series.

At present, driven by DP shirts, crease resistant suits and DP trousers have gradually become the core products of YOUNGOR brand, and have been recognized by the market.

At the same time, in order to improve the quality of raw materials, the studio cooperates with Italy's top fabric brands Ermenegildo, Zegna, Cerutti1881 and E-THOMAS.

The Han Ma family displayed the Han Ma family products and hemp culture on the theme of the museum's quality of life, and embodied the brand concept of "natural, healthy, artistic and quality".

Shan Shan gathered 10 brands of its debut in CHIC2012.

In the design of the booth, the display of merchandise is reduced, and the vivid "city street view" is set up with ingenuity. The design is novel and ingenious, bringing the audience to the fashion capital of the world.

For the diversified development of Chinese fir, it is often criticized as "deviating from the clothing industry".

In fact, the clothing section has always been the focus of Shanshan. In recent years, it has significantly accelerated brand upgrading and is developing towards multiple brands.

Li Qiming, vice president of Ningbo Shanshan Limited by Share Ltd, said Shanshan should take the brand resources allocation from the perspective of globalization.

Especially in 2009, the establishment of the comprehensive cooperative relationship between Shanshan and Japan's Itochu commercial style association is more icing on the cake.

In recent years, the newly rising brand of Jiangsu, Alton, has demonstrated the idea of "letting every man have fashionable clothes of value for money".

In the interview, the reporter learned that since the beginning of 2003, Alton has integrated operation mode by brand operation, commodity planning, production and retailing, which is controlled by the company. It has not only successfully solved the various constraints of the traditional clothing industry, but also developed a strong business platform with a unique development mode, and quickly realized the overall leading of the chain scale and brand benefit, and the direct management shops are distributed in Jiangsu and East China, with a total number of hundreds.

Gong Zheng, chairman of aldun, said that in 2005, aldun ton pioneered the new concept of "urban leisure" in the same industry in the whole country, making every effort to create the first brand of Chinese city casual menswear.

In the process of brand building, altten focused on strengthening product quality and service level. Through quality products and satisfactory service, plus "high performance price ratio", we successfully opened the door to consumers and continuously enhanced the brand's popularity and reputation.

It is reported that Alton men's clothing, the use of "quick" to win the SPA mode, that is, its own brand clothing professional retailers.

On the one hand, under the unified commodity planning, we take group order production to get the advantage of cost leadership. On the other hand, we have abolished the agent system, which is directly distributed from headquarters to terminal sales through information management and direct management. There is no intermediate link to ensure the absolute superiority of commodity prices.

In the men's wear area, there are many other notable brands. For example, Ray Tibor, John, and Satchi, who have outstanding market performance in recent years, have added new vigor to the men's wear exhibition area.

We continue to look forward to the accumulation of Chinese men's clothing industry.

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Leisure movement and life style

Adjacent to the EI Pavilion is the E2 sports / leisure wear exhibition area. The theme of the exhibition area is "free from me", which consists of 4 characteristic areas: "classic leisure", "dynamic fashion", "fashion outdoor" and "fashion cowboy".

The exhibition area presents the fashion lifestyle and healthy lifestyle of the mainstream consumer groups.

In the E2 Pavilion, what is most obvious is the "giant" meats Banwei in the domestic casual wear field. She brings the TAGLINE of the positioning fashion city series, and the children's brand MooMoo, which is full of fashionable imagination.

The appearance of CHIC is the first time in recent years that the United States has set up a multi brand, large-scale display of "fast fashion" brand concept to the industry and the market, showing that the brand develops from single brand to brand group.

It is understood that Shanghai Metersbonwe apparel Limited by Share Ltd owns TAGLINE, MooMoo, ME&CITY and other brands, aiming to provide fashionable, dynamic, fashionable and casual clothing products for young Chinese consumers close to the younger generation of China.

Recently, however, Metersbonwe is suffering from inventory difficulties. Industry experts believe that the "inventory crisis" of Chinese apparel enterprises reflects many problems in the brand, supply chain management and channel policy that Chinese local enterprises have gradually exposed after the rapid development of the industry.

With the growth of consumers and the rise of the post-90s group, for enterprises, how to retain the original consumers and communicate with new consumer groups has become a real problem facing the enterprises.

In addition, the brand development of E2 is strong in Fujian. The brand names of WOLFZONE and Gao Er Pu will focus on the culture and lifestyle of the brand.

For Gao Er Pu, the brand has participated in CHIC for 6 consecutive years, and after 3 years of accumulation and pformation, Gao Er Pu has shown a new look through CHIC.

In response, Lu Xiaojiang, director of marketing, said that he has gradually adjusted the product style and positioned it as "refined and elegant" in three years.

According to Lu Xiaojiang, Gao Er Pu will further change the channel mode this year and make a great effort to "open up territory and expand the territory".

It is reported that in order to further strengthen franchisees, Gao Er Pu will increase support for regional agents on the basis of single store franchises, create 20 benchmark regional agents, and focus on the development of Liaoning, Shaanxi, Sichuan and other places in order to radiate the surrounding areas.

In addition, CHIC's old friends such as Bin Nu, 3543 and so on, this time also appeared in full time, bringing fresh experience to casual wear exhibition area.

Women's clothing science and technology experience creative

At this exhibition, the women's Wear Exhibition Hall occupies two pavilions of W3 and W4, compared with the men's wear hall.

The exhibition area of 23 thousand square meters of women's wear exhibition area accommodates more than 100 women's clothing brands. The theme is "Metamorphosis" - crossing itself and destined to pform.

The women's wear hall covers women's clothing and less lady's clothing. The mainstream brands and cutting-edge brands join the market to convey the new trend of women's clothing industry to the industry. At the same time, it also leads the industry to re-examine the new value of women's clothing brand.

In the wonderful atmosphere of the exhibition hall, women's clothing brands strive to be different in every detail in order to attract the audience's attention.

In addition to the design of the booth, the shape of the window, and so on, it is more innovative on the display of clothing, in order to create a strong visual impact, create a commercial space environment, with a strong design to show its own characteristics and atmosphere.

Entering the ladies' hall, the first thing that comes to reporters is the brand of Shandong's brand.

The theme of the pavilion is "annual ring", which shows the brand culture of Shu Lang with ink and ink. It takes the Chinese culture as the foundation, takes root in the land, and combines the essence of eastern and Western cultures.

In the design of the exhibition hall, shurang team introduced the new spirit, and integrated the spirit and brand idea of the company, such as a large number of freehand brushwork and realism. Flying geese flying day by day represented the team development concept of the group of "Rondo" brand. The trees in the exhibition hall were shady, rooted and fertile.

Shu Lang not only has many booths, but also has many layers of age of differentiation. Each booth also brings together a large number of people.

Some young girls are constantly taking pictures in colorful, vibrant stands, while some mature women are meticulously watching in elegant and dry dress stands.

In nearly 500 square meters of Shu Lang booth, and Shu Lang together to experience the power of time, through the beauty of reincarnation, blooming the beauty of life.

The women's clothing exhibition area also gathered many pregnant and infant brands, which also formed a beautiful landscape.

As the leading brand of Chinese maternity dress, with the influence of spokesperson, UKI has launched a sister brand named "happy" (UKI) with a clear and lovely style, and has introduced a more high-end Italy maternity dress brand PietroBrunelli for the Chinese market.

At the booth of October Mommy, Shanghai happy Industrial Company has launched two services that are combined with technology, namely, "BabyFace" App application and 3D fitting mirror, and Kevin Tsai, a gold meddling host, also went to the scene to give a vivid demonstration of the new product.

BabyFace is an app that takes pictures of a father or a mother by phone and predicts the baby's appearance.

This entertainment App application developed by October mom combines the largest database of face recognition systems in China, including constellation, baby blood type prediction and so on.

The use of high tech synthetic experiencer and little's "daughter" at the scene brought the atmosphere to a climax.

The 3D fitting mirror is like a large screen display. If the consumer is standing in front of the display screen, even if it is not pregnant, the machine will appear pregnant photos, and the different styles of clothing on the screen will show the actual effect of wearing the dress.

What is even more amazing is that as the body swings, the clothes will move along with them, as if they are really worn on the body, eliminating the troublesome fitting process, such as taking, removing, changing and so on, and avoiding the inconvenience of pregnant Mommy when trying on clothes.

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The women's wear exhibition hall is very creative and has wonderful gift gifts. The eighteen ladies square presents the special non-woven shopping bags and gift cards on the booth.

The audience who lined up the gifts received a ten meter long queue, tightly surrounded the eighteen ladies' booth, and the reporter walked around the W3 ladies' wear hall. Almost everywhere the charm of the eighteen ladies' workshop was everywhere.

The international trend Dress Lady Siya Duo is the largest exhibitor in the 2012 women's wear area, giving the audience the surprise of the MIX mix and match trend. SIU, otiff, hellokitty and other less lady dress brands also deduce women's fashion with different styles. The designer brand Jishi and Tianyi TANGY are assembled in the women's clothing exhibition area, and also open up a fashion layout belonging to the designer's brand, and deduce the commercialization of designer brand.

However, the brands such as cachecache, Susie and so on are fully interpreting the trend of "fast fashion".

CHIC2012 Boutique Dress area is located in E6 and E7 hall. Colorful brands and colorful activities show the unique style of the clothing industry.

A&i, Han Gong Yu Long, Cai Wo, Hua Si Yu BLOSSOM, NFS expensive clan, SANTA BARBARA POLO & RACQUET CLUB, Mercer Meihua and other brands are actively involved.

The jewelry exhibition area combines the exhibitors' boutique products in the public area display cabinets, displaying the new and environmentally-friendly, elegant, gorgeous and multi faceted expressions.

In order to provide one-stop service to exhibitors and escort the technological upgrading of the domestic garment industry, the E7 Museum has dedicated 1500 square meters of clothing resources exhibition area.

The clothes hanger model enterprises such as Ji Qi, Shanghai Chuan FA and Pingyang Gao Ren, the nine software companies, such as the first tier, the pin state, and the garment accessories enterprises such as Mai Lida and Weixing, are also concentrated in this area.

The major brand businesses also make full use of CHIC platform to show their strength.

Sports children wear the leading role, online brands are busy.

This year's CHIC2012 children's wear hall is very different from previous years. The traditional clothing brands that played the leading role in previous years are very low-key at the CHIC exhibition this year, and even many brands are absent from this exhibition.

On the contrary, sports children wear the leading role in this CHIC.

Anta, 360 degrees, have set up a large booth in the prominent position of the stadium, and accompanied by cheerful music, lively.

Another highlight is the super large booth of a doctor frog seen in a children's wear exhibition hall.

The booth is a children's department store. From the birth of children, all products can be found here, such as eating, wearing, using and doing. The frog has not only stayed in the field of children's wear, but has started a multi brand and multi brand camp business mode, which has opened up a new train of thought for children's wear brand.

Balbara, who shares the same mentality with doctor frog, also expresses the same idea. The Barbara pavilion has an area of 266 square meters. The pavilion 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.

Mr. Qi, who is responsible for Barbara, said that through the exhibition and exhibition, the children's clothing has been developing towards diversification and differentiation.

Another Pavilion in the pavilion is the green box, featuring the children's clothing brand, the modern girl, Jeanne, Baer and HIGIRL for the first time to participate in the CHIC exhibition, becoming another view of the CHIC exhibition hall for children's wear.

With the younger generation as parents, the "after 80" will gradually become the mainstream group of children's clothing consumption.

The Post-80's have a high degree of acceptance of fashion and have their own judgement and requirements for fashion. Naturally, they will have the same needs for children's clothes.

Therefore, a new round of escalation of children's clothing consumption will be fully started.

Brand consumption will gradually become the mainstream of children's clothing consumption. A well known brand will become the first choice for young parents to buy their children.

At the same time, e-commerce has brought new business opportunities for children's clothing development. Children's clothing online shopping market will be further expanded and developed.

While everyone was looking at the online platform, the green box put its gaze on the line.

Under the online brand development line, the market in China's clothing industry is rare, and there are not many successful cases. Many online brands have been sold for several days after the sale of the online trial line, while the green box children's clothing has gone against the tide at this time. It has opened up new channels on the CHIC, ready to open up the offline channels, and has taken the first step for its own entity management. This has led many people in the industry to look forward to it: where will the way of the green box channel go? Is the road flat and open?

Another phenomenon is that many export oriented children's wear brands fight for the domestic children's wear market and strive to share their market share in the domestic children's wear sales market.

Faced with the complex and volatile foreign trade environment, many export oriented enterprises began to focus their attention on the domestic market this year. They came to the CHIC Exhibition for the purpose of developing domestic market channels.

Many years of experience in foreign trade have made them mature in production, but in the face of the domestic market, they are still new recruits. How will the domestic market go?

Overseas children's wear brands are also optimistic about the Chinese market, and have come to CHIC.

The BonnieJean children's wear brand debuted at CHIC for the first time.

Bonnie Jean (including BonnieBaby) comes from the clothing capital of New York. It is the children's clothing brand of Gerson&Gerson company. It has a history of 77 years and occupies a large share of the children's clothing market in the United States. Its products are mainly made up of children's skirts and dress skirts. Besides the United States and Canada, it is also sold to many countries and regions in Europe and Asia, and is deeply loved by mothers and children.

Italy children's wear brand PLAUSO also debuted for the first time at the China International Clothing and accessories fair.

The same as the past CHIC Pavilion, there are still many giant dolls rocking along the stadiums and pavilions this year, bringing lots of fun to the CHIC children's wear hall.

And fairy tales as the brand highlight is also a consistent practice of children's Wear Exhibition. Children's clothing and fairy tales have many inherent links, and children enjoy the happiness of childhood together with children's healthy growth is the consistent pursuit of children's clothing brands. Therefore, the plot of fairy tales also appears in children's clothing brand promotion, this year's CHIC is no exception.

After seeing many bright spots, the new measures of traditional children's clothing brand are also worthy of attention. Zhejiang red, yellow and blue dress Limited by Share Ltd debut this year with its red, yellow and blue brand and new brand Christine Fan (FUN&FUN).

2012CHIC children's wear exhibition hall is still full of children's interest. It brings a lot of joy and more attention to the audience at the entire CHIC exhibition. It can be said that this year's CHIC children's wear exhibition still remains.

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Overseas brand is the only detail that achieves high quality.

This year's overseas exhibition hall is a bright spot.

Every country and region is trying to break through the past, presenting their latest ideas and the most advanced design.

A total of 76 exhibitors came to the exhibition this year, and 200 booths were set up, with an exhibition area of 4000 square meters, which is the second largest in the CHIC2012 overseas Pavilion.

Moreover, the Korean brands that participated in this exhibition are also much higher in quality than before. Most of them are Korean representative brand, male brand and special brand.

The theme of this year's Korean Pavilion is "UniqueKorea", which is meant to bring a unique and distinctive Korean fashion to CHIC2012.

Indeed, in this year's South Korean exhibition area, the reporter saw many designs with Korean characteristics.

The "dredging SoTong" brand that uses traditional Korean medicine to dye clothes is a typical example.

According to the person in charge of the company, they have 20 years of experience in garment design and pure natural dyeing technology, all products are naturally dyed, and then these pure natural dyed fabrics are then designed to produce a modern fashion style.

What is particularly worth mentioning is that the "Doota" shopping center, which enjoys a high reputation in the East Gate business circle in South Korea and even Asia, also takes the ride from the South Korean exhibition group to the scene of CHIC2012 in Beijing, and brings together the brand in the shopping center to form a "common Pavilion" (set up 10 exhibitions), where visitors seem to be taken to the forefront of the Korean fashion.

Jin Dongxiu, vice president of the Federation of Korean Fiber Industry Association, said: "although we don't know which clothing will raise the fashion trend of Korean fashion, it is certain that Korean fashion will be disseminated and entered the world like Korean dramas and K-pop."

At the same time, he also said that this exhibition has many brands that are leading the trend of Korean fashion. We expect to be able to produce the hero who can raise the fashion trend of Korean fashion.

In the Italy exhibition area, journalists feel the most than the Italians are good at good handwork, and thus have a deeper understanding of "MadeinItaly".

At the "fashion Italy manufacturing" site hosted by ICE, Italy's Foreign Trade Committee, you can see hand-made shoes, shoes, jewelry, glasses and so on, which are displayed in the window from Italy. Especially at noon every day, an old Italy shoemaker demonstrates the whole process of handmade leather shoes in Italy, which has attracted countless audiences to stop. In his hands, the whole production process of a pair of Italy leather shoes has been vividly interpreted.

A designer in Italy showed the details of the garment design to reporters. The reporter noticed a detail, not only the lining of the clothes was pure silk, but also the edge of the lining which was connected with the edges to ensure the overall smoothness. The designer specially used a small piece of real leather instead of the traditional sewing method to avoid even a little discomfort on the clothes.

Environmental protection is a highlight of the Taiwan exhibition area in China.

Huang Huade, director of Taiwan garment industry association, led the 10 exhibitors of Changchang industrial, Da Ai grateful technology, Sino Arab company, Li an garment, Nan Wei Industrial, dredging enterprise, Javani company, Da Bu Shi enterprise, Yi Tun enterprise and German horse enterprise.

Taiwan Pavilion is a semi open fashion hall, which is divided into environmental protection theme area and manufacturer area.

In its environmental protection exhibition area, we can see that every booth and every corner fully embodies the theme of environmental protection.

The organizers also held the "Taiwan press conference on environmental protection clothing brand" and the dynamic performance of environmental protection clothing brand.

In particular, the topic of ecological protection is becoming a hot topic of global concern. The first step in Taiwan's clothing industry is putting more effort into this aspect, showing the efforts made by the Taiwan garment industry to safeguard the earth's ecology, environmental protection and the continuation of the earth's life.

For example, as one of the exhibitors, Taiwan Da Ai Polytron Technologies Inc has been constantly exploring and changing in the development and reform of environmental protection textile and clothing products.

The company has not only developed many practical and beautiful environmental protection clothing, but also actively introduced products' "production history", so that the source and production of products can be traced back, so as to truly achieve the concept of "environmental protection technology and environmental protection".

In addition, ENK, the first fashion exhibition organization in the United States, which has achieved good results for the first time in 2011, has gone up a new stage this year. It has not only made the selection of CHIC2012 brands more stringent, but also has optimized the size of the whole exhibition area. The exhibition area has doubled, and the category richness of exhibitors has been greatly improved.

The award-winning works of the "Twelfth Hongkong shoe design competition" in the CHIC exhibition in Hongkong are also attracting numerous audiences.

The exquisite shoes are just like pieces of art, so that viewers can see the ingenious design of Hongkong's new designers.