Shen Yongfang, President Of Shenzhen Clothing Association, Reveals The Way Of Exhibition Pformation.

The twelfth session

In the six months before the opening ceremony, Shen Yongfang visited hundreds of Shenzhen clothing enterprises.

As the president of Shenzhen clothing association, she is like a buyer. The first thing every enterprise does is to go to the exhibition hall to see the products.

If she feels that the product of this company is not bad, she will suggest that the company take part in this year's exhibition.

In Shen Yongfang's opinion, if an enterprise does not have a good product, it will be like A Dou who cannot afford it. She will not recommend it to participate in the exhibition.

In the continuous visit, Shen Yongfang felt the cold and warm of the enterprise for the first time.

"This year is a difficult year, and many enterprises are facing great difficulties."

Shen Yongfang told reporters that 2012 is a pition year for small and medium-sized enterprises. Whether it can succeed in pition or not, it is a crucial year.

Small and medium enterprises hang around the edge of life and death

Because of the ups and downs of so many enterprises, Shen Yongfang is more aware of risks than others.

In her view, Shenzhen's clothing business operators are risk conscious but not strong enough.

"Some

It is not a problem to open a large store and make a profit of 120 million a year, but more SMEs earn only 23 million yuan a year, that is, lingering on the brink of life and death.

Shen Yongfang believes that a garment company earning 23 million yuan a year is dangerous.

Therefore, Shen Yongfang never trusted such a small and medium-sized enterprise to participate in the exhibition.

"Why? Because I can't get rid of this hand, and I will smash hundreds of thousands of people to participate in the exhibition. If he fails to sort out the inventory, the enterprise may be gone."

Some business owners have a profit of four hundred or five hundred yuan a year, and feel that their life is not bad. But Shen Yongfang thinks they are having a bad time.

In her view, if such enterprises try hard again this year, if they do a good job, their profits may reach 120 million yuan. If they fail to do a good job, they will lose money this year.

"The goods of many enterprises are not ideal."

Shen Yongfang concluded that this year's Shenzhen

In the enterprise, 30%-50%'s business goods can still be done, but 50% of the products are not well done.

In Shen Yongfang's view, the current Shenzhen clothing enterprises, 20%-30% loss, 30% flat, the other 30% is profitable, of course, the profit is not too high, about ten million yuan a year, only a small number of brands like Mass Phil are very stable.

New ideas for exhibition

"Enterprises have reached the point where they do not advance or retreat. They feel the pressure is great. This is an indisputable fact.

I believe it's not just Shenzhen, it's the same in the whole country. "

Because of the pressure faced by enterprises, this year's Shenzhen Trade Fair is also very "hard", so Shen Yongfang, in addition to appeals to the government to give financial support to SMEs, should also give support to the exhibition.

However, in addition to looking forward to government support, Shen Yongfang himself is trying to pform the exhibition.

12 years, it's like a reincarnation.

12 years ago, Shen Yongfang called on OEM enterprises in Shenzhen to participate in the exhibition with their own brands. After 12 years, she persuaded Shenzhen's OEM enterprises to participate in the exhibition and invited international buyers to come to the market.

"The exhibition will eventually be pformed."

This year, Shenzhen Garment Association and Frankfurt Exhibition (Hongkong) Co., Ltd. and the Trade Promotion Committee will cooperate.

Such strong cooperation makes Shen Yongfang feel steadfast in his heart.

In addition to persuading Shenzhen's export enterprises to participate in the exhibition, Shen Yongfang has to continue to persuade the shopping malls.

It is rather hard to invite international and domestic buyers to purchase.

In the view of the domestic market operators, the reopening of the buyer system is the premise of the differentiated operation of the shopping mall. Although they are optimistic about the buying system, they are still very cautious when they really implement it.

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"For me, I should be very satisfied with 30 -50 buyers in the buyer's shop."

Shen Yongfang told reporters, "buyers are the people who really bring benefits to tens of thousands of spectators, which can bring practical and effective help to Shenzhen's export enterprises."

In the economic downturn, the internationalization of export enterprises is very important.

Shen Yongfang understood that exhibitors invested hundreds of thousands of yuan and millions of yuan to participate in the exhibition. They needed visible benefits, and this is what the industry associations should do.

Perhaps, because Shen Yongfang can think of problems from the perspective of customers, many business owners will feel that she brings warmth to the business and she is like their mother.

Persistence is the secret of success.

It is undeniable that in all the local exhibitions in Shenzhen, the trade fair is unique in its professionalism and pragmatism.

Only it can echo the CHIC held in Beijing at the end of March, and lay a strategic framework for Pyramid's "Shuangfeng two and water diversion".

When the clothing Times reporter told Shen Yongfang this, she felt heavy hearted.

"We pay a lot, and such an appraisal costs a lot.

Because we worked very hard. "

Since he took over the post of Secretary General of Shenzhen garment industry association in 1998, Shen Yongfang has been impressed by the innovation and enterprising spirit of the garment industry.

She knows very well that exhibitions and associations serve the enterprises, and only if they help enterprises solve problems can they be satisfied.

"One exhibitor will participate in the exhibition. We will take into account the details of booth decoration, brand concept communication and so on.

With millions of dollars invested, we must let him get a reward of ten million yuan and twenty million yuan.

Help enterprises think and do it, you are right.

Shen Yongfang believes that standing in the perspective of enterprises is the exhibition is the successful experience of the association.

The history of 12 years is not long nor short. Like most exhibitions with a history of more than ten years, 2003 is the most tortured year of the Shenzhen trade fair, because it suffered "SARS" in that year.

"All the exhibitions were stopped."

Shen Yongfang was so anxious that she could not sleep at night. Although the government stopped all the exhibitions, she stubbornly persuaded the enterprises to keep the booths and continue to invest.

Her insistence made the first opening exhibition of Shenzhen after the SARS in 2003, and the people who had suppressed it for several months poured into the Shenzhen trade fair.

In the absence of public exhibition, visitors to the third Shenzhen trade fair reached 150 thousand passengers, with direct turnover and intent turnover reaching about 7000000000 yuan, an increase of 50% over the previous session.

Shen Yongfang believes that the Shenzhen trade fair can be recognized by the industry, not only the insistence of the association, but also the insistence of many excellent brands.

"This is a whole, does not mean that I do not represent you, this is our common commitment."

Shen Yongfang thought of how to make the Shenzhen trade fair bigger and better, so she insisted on working with various agencies, because this is beneficial to the industry.