Fashion Brand City - Qingdao

The capital of brands is Qingdao Proud of a city card, but speaking of the clothing industry, the title may seem unworthy. Indeed, it is hard to say what brand name clothing products Qingdao has. However, this situation may be changed: in from May 4th to 8th, the costumes appeared in front of the Qingdao international fashion week and the Qingdao famous brand exhibition week. The brand of the clothing industry has made people feel confident about Qingdao's fashion brand.

　　 Brand after big show

Qingdao International Fashion When the curtain fell, the magnificent performance of more than ten fashion shows did not fade away with the passage of time. After the big show, the most talked about fashion week is "brand" two words.

In the morning of May 8th, after the audience voting and experts' appraisal, 2012 Qingdao famous brand products exhibition week selected the top ten favorite brands from 85 famous brand products, and 10 brands such as Hong Ni, Xue DA and Tai Yi Hong Fang won the honor.

According to the relevant person in charge of the Qingdao Municipal Commission of letters, compared with the "booth in the booth" exhibiting in previous years, many spectators found that this year's fashion week has changed: it is no longer a small booth, instead of a "fine decoration" and "big brand fan" booth. A large number of women's fashion brands are in the limelight. The brand of flower boxes, Hua Zheng Hong, Yi Lin, and Ma Ma Xiu Dan become the main force of the exhibition.

According to the statistics compiled by the Qingdao Municipal Commission of letters, there are more than 200 exhibitors and more than 1300 exhibitors in the exhibition week of famous brand. However, only 120 famous brand enterprises are allowed to participate in the exhibition this year. All exhibitors must acquire famous brand products of the state, province or city, or have famous brands, and must display them in special fashion.

The strong entry of brand enterprises has also delivered a brilliant transcript: Qingdao's 85 famous brand products enterprises and 866 booths have been sold for 2 million 450 thousand yuan. The new materials, new technologies and new products that have been launched have attracted 36 large multinational buyers and 119 small and medium buyers at home and abroad to discuss the purchase, and initially reached 710 million yuan of purchase intention.

　　 go Differentiated routes

Compared with the direct presentation of numbers, a big discussion about a brand has attracted the attention of all participants.

In May 7th, during the fashion week, the seminar on brand cultivation in Qingdao was also convened. The brand cultivation seminar combined with "accelerating the new round of development of brand economy in Qingdao" is intended to promote the transformation of the city's brand to high quality high-end, and accelerate the cultivation of a number of well-known brands at home and abroad.

Lin Hai, chief brand strategy consultant of quality and brand promotion and promotion center of China Quality Association, said at the seminar that Qingdao brand is in the leading position in the pace of domestic brand construction, but there is still a big gap compared with international brands. The lack of manufacturing in Qingdao is also a microcosm of China's manufacturing shortage. China's high-end products rarely appear in the European market, often with low-end products. Brand is differentiation, and it is not enough to refine things. It needs differentiation and characterization.

"In 2001, the first time we started the fashion week, there was no dress brand in Qingdao. The main body of the fashion is women's clothing, no women's clothing talk about fashion week? "Xiang Yangqing, director of the Qingdao Municipal Commission of letters, said:" in 2012 fashion week, the biggest change is "branding". A number of emerging women's clothing brands have begun to impact on domestic first-line brands, and some brands have landed in Paris.

Cui Shubin, chairman of Qingdao Le Hao dress Limited by Share Ltd, said that as a local Western-style clothing manufacturer in Qingdao, the importance of the brand "going out" has been gradually felt in the process of exhibitors. In recent years, their products have been exported to Europe, America and Japan, and the quality of products has already reached the requirements of internationalization. Every year fashion week will also share progress with many fashion designers and designers.

　　 Implementation of "ten thousand"

　　 brand Cultivation engineering

In 2011, 43 brands of products and services in Qingdao were newly identified by the municipal government as " Famous brand in Qingdao " 122 brands of products and services were included in the 2012 Qingdao brand cultivation program. At present, Qingdao has 68 famous brands in China, 52 are well-known trademarks in China, 354 in famous brand products in Shandong, 68 in service brands in Shandong, 303 in famous trademarks in Shandong, 483 in Qingdao brands, and 265 in famous trademarks in Qingdao. The brand economy accounts for more than 50% of the industrial economy above the scale.

A more notable transcript is that in 2011, Qingdao, Haier, Hisense, Tsingtao, Yi Fa, Hongling and qingte 6 enterprises were selected as the first batch of 100 pilot enterprises for brand cultivation of industrial enterprises in China, ranking first in the sub provincial cities of the country.

Qingdao is not satisfied with such achievements. Qingdao Municipal Commission of information pointed out that Qingdao is implementing the "ten, 100, 000" brand cultivation project. That is to say, in the next five years, we will achieve "10 internationally renowned and domestic leading brand enterprises, 100 well-known domestic and industry-leading brand enterprises, building 1000 brand echelons with brand operation, and 80% large and medium-sized industrial enterprises establishing brand cultivation management system".