The Chinese Market Path Of French Textile Enterprises Starts With Fabric Exhibition.

Malhia Kent, director of marketing in China, Nicolas Girard showed many luxurious fabrics decorated with gold and silver filaments.

The price is 20 euro / ~80 euro / meter.

At the seventeenth Premiere Vision China Beijing fabric exhibition held recently, 22 high-end fabric manufacturers from France showed the latest fashion fabrics in the 2013 spring and summer, and achieved a "zero distance" docking with the Chinese fashion industry on the platform of the PV exhibition.

In the face of the long-lasting growth force of China's high-end fabric market, these

The fabric business has been pformed from the initial enthusiasm to the strategic marketing nowadays. Whether it is to implement high-end customizing technology for Chinese customers, or to open direct outlets in the hinterland, the French fabric enterprises are looking for the Chinese path suitable for their own development.

Sofileta's functional fabrics are mainly used for sportswear.

Small batch customization meets high-end demand

Representing Enterprises: Malhia Kent (Maria Kent)

Market positioning: high-end women's wear

Cooperative brands: Chanel, Roberto Cavalli, Ying Er, Mars Phil, and Ying Ying.

Referring to French fabrics, adjectives are mostly related to luxury and elegance.

In the booth of Malhia Kent, the 100% French made warp knitted fabric and weft knitted fabric are the most romantic ones.

Fancy decorative Tweed Fabric with metal decorative pieces, paper felt fabric with jacquard pattern, and skirt with a draped feel.

Attracted many eyeballs from Chinese buyers.

According to Nicolas Girard, director of marketing in China, Malhia Kent is a high-end women's clothing manufacturer established in the 60s of last century.

In his view, the company has a strong sense of creativity design team and a wealth of raw materials supply library is its ability to cooperate with Chanel and other international brands.

"At present, the French textile industry has more designers, engineers and senior staff than workers.

I think talent is the core competitiveness of the French textile industry, but also a sharp weapon to enhance the international competitiveness of products.

Our company has invested a lot of money in designing talents.

In order to enrich the performance of fabrics, we constantly expand the yarn types used in fabrics, and there are about 2000 kinds of yarns currently used.

These two inputs make our products have high added value. "

Since entering the Chinese market, the most profound experience of Nicolas is that fabric products show more and more obvious high-end trend, and the number of high-end clothing brands is also growing.

China's textile and garment enterprises have a clear idea of innovation and exploration, and they have strong desire for original high-end products.

In order to meet the needs of this part of our customers, we must make some changes in strengthening the advantages of the products.

Nicolas said that the production of Malhia Kent can meet the special needs of Chinese customers, customize unique fabrics according to the needs of customers, and there is no minimum order limit.

"2013 the overall design style of spring and summer is full of mystery and oriental charm.

This season, our new series of "imagined fabrics" allow designers to design personal style fabrics using simple or special colors.

We very much hope that Chinese designers will learn from it.

Nicolas said.

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New design and excellent workmanship are the reasons for the French fabric's eye catching.

Functional fabrics aim at outdoor clothing market

Representing Enterprises: Sofileta (Sophie Wright)

Market positioning: sportswear and swimsuits

Cooperative brands: Adidas, Boganer, Polo

It is a textile enterprise with a history of 100 years. The company started by producing silk and functional fabrics.

At present, the company's products are mainly aimed at high-tech fabrics, fashionable woven fabrics for jackets, and high performance stretch knitted fabrics for sportswear, swimsuits and corsets.

Its product features are the latest light-emitting material and fabric with lightness and stretching characteristics. The unique innovative technology of sportswear is Sofileta fabric cooling technology.

"The products we display in more than 20 French exhibitors are very unique.

You can see the fashionable and breathable spring and summer clothing fabrics, and you can see the lightweight feather down fabric filled with high quality eiderdown.

For example, this very lightweight nylon fabric weighs only 62 grams per metre.

Although the external environment is sluggish in 2011, our sales volume is still up to 52 million euros. We can benefit from the high quality that we stick to, on the other hand, it is rooted in the differentiation of enterprises.

Eric FIRMANN, export manager of Sofileta company.

It is understood that Sofileta is famous for its nanotechnology. The functional fabric produced by the company has cosmetic effect and reduces the pain of exercise. It has a certain share in the European and American markets.

In terms of people's impression, the field of functional fabrics is often dominated by textile enterprises in Korea and Japan. So what is the advantage of Sofileta as a French enterprise? Eric believes that the textile enterprises of these two countries are indeed competitive in sportswear and functional fabrics, but the difference between Sofileta is the creation of aesthetics and the use of printing on nylon and polyester fabrics.

"French creativity in design can bring different feelings to functional fabrics.

The outdoor clothing market in China started late, but the market space to be developed is huge.

At present, we will embark on the design of fabrics suitable for Chinese fashion brands.

We believe that the fabrics used for ski suits and fitness clothes will have great potential for growth in the Chinese market. "

Terminal store sales, direct consumption, warmth and warmth

Representing Enterprises: Malfroy & Million (malfov)

Market positioning: middle and high class women's clothing, formal dress

Cooperative brands: Ninon Dorlac, Sonia Rykiel

As the three generation family silk manufacturer and designer, Malfroy & Million is famous for its products, scarves and fabrics.

The unique style of Malfroy & Million stems from their excellent working methods: when designers create their original style, they will always pay attention to the creation of new fabrics with new weaving and printing techniques.

Malfroy & Million selects silk, cotton, linen, wool and other natural materials to locate the company in high-end markets in France and overseas.

After nearly 70 years of development, Malfroy & Million has grown from a traditional textile enterprise to an international company specializing in the production of high-end products.

Malfroy & Million, sales manager Marie Helene Riviere, said: "France's high-end shopping malls can buy our products, such as Lafayette and spring department stores and so on.

Over the past two years, the Chinese market has become more and more important.

Although our sales growth in China is only about 10% in 2011, the overall volume of China is on the rise.

In order to seize the Chinese market, we started the R & D and design for the Chinese market, and set up a brand store in Beijing's sate shopping center and Yansha friendship mall. We hope to perceive the needs of the Chinese market in such a direct way and design products that are more suitable for Chinese consumers.

Although this is not easy for European manufacturers, this way of direct marketing can help us to accurately grasp the market demand and lead us to improve our design.

Marie said.