"China Textile Readymade Garment Exhibition" Appears In Berlin, Germany, Possessing Recovery Business Opportunities

From July 4 to 6, the 17th "China Textile Readymade Garment Exhibition" was successfully held in Japan and was unveiled in Berlin, Germany. The sponsor, China Textile Group, joined hands with 50 Chinese textile and garment enterprises to achieve seamless docking with European buyers. stay The European market has not gone out of the economic downturn What market opportunities does Berlin, Germany, present? What is the industry's comment on the "China Textile Garment Exhibition" held in Europe for the first time? Recently, Sun Xiaoming, General Manager of China Textile Advertising Exhibition Co., Ltd., as the curator of this exhibition, talked to reporters about his feelings about this exhibition in Germany.

　　 Berlin highlights the charm of a new fashion city

Reporter: As a textile and clothing procurement exhibition born in Japan, "China Textile and Garment Fair (CFF)" has been highly recognized by the Japanese industry for its brand image over the years, and its trade effect is also trusted by Chinese enterprises. Relatively speaking, the current European economy has not yet got rid of the quagmire, and the market trend is still uncertain. What kind of development opportunities and business prospects prompted the organizers to choose Berlin, Germany, "from scratch"?

Sun Xiaoming: "China Textile and Garment Fair (CFF)" has been successfully held for 17 times in Japan. For more than ten years, our team has been accumulating experience in the operation and promotion of international exhibitions, and we hope to have the opportunity to promote the brand image It is extended to other regions except Japan. Since 2005, we have visited several major cities in France and Essen in Germany, hoping to promote Chinese textile and clothing products to the European market by holding exhibitions in these cities. However, due to various reasons, this plan has not made substantive progress.

In the past two years, Berlin, Germany, has become an increasingly prominent fashion capital, especially under the dual drive of "Bread&Butter" and "Berlin Fashion Week", Berlin has gradually grown into a new generation of textile and clothing trade center in Europe. The whole city exudes a sense of fashion. Every year, it attracts textile and garment manufacturers from Poland, the Czech Republic, Denmark and other countries to look for business opportunities here. Just because we saw the influence of Berlin on the European textile and clothing market now and in the future, this year we cooperated with the EU China Textile Union, the German Textile and Clothing Association, and PR-BERATER to hold the first "China Textile and Clothing Fair" in Berlin, Germany.

Reporter: As an emerging fashion capital, Berlin is full of opportunities, but under the special background of European economic downturn, has the local retail procurement been affected? What's the traffic volume of this exhibition?

Sun Xiaoming: As the fourth largest export market of China's textiles and clothing, Germany has been growing steadily. According to the statistics of China Customs, in 2011, China's textile and clothing exports to Germany totaled US $12.5 billion, up 28% year on year.

Recently, the continuous downturn of European economy has indeed affected the growth of German textile and clothing industry to some extent, especially in the import market. From January to May this year, Germany's textile and clothing imports from China fell by 18% year on year. This data reflects the overall purchasing situation of German retail industry since this year. But even so, Germany's position in China's textile and clothing export market is still unshakable.

In addition to the market capacity, the high participation enthusiasm of local visitors at this exhibition also strengthened my confidence in the German market. During the three days of the exhibition, we welcomed more than 500 professional visitors from Europe, Canada, the United States and other countries and regions. Among them, the audience in Germany is the majority, with more than 300 retailers, wholesalers and brand owners present. The participation of decision-makers of some well-known brands more reflects the strong fashion and business atmosphere in Berlin, Germany, such as Hugo Boss, Adidas and Strenesse.

　　 Clear positioning of the exhibition to improve business effect

Reporter: What is the meaning of the name "White Label" used in the promotion of the "China Textile Readymade Garment Exhibition Europe" to Germany?

Sun Xiaoming: In Berlin, a city that relies on creativity to win, it is difficult for the fair to attract buyers' attention with a well planned name. Who would have thought that "bread and butter" would be the name of a fashion show. In addition, the exhibition is also held in a surprise location: a large airport with an area of 50000 square meters, or an abandoned post office warehouse. The fashion communication mode of creativity and innovation can be seen. Therefore, the exhibitions held by Chinese enterprises in Germany should be integrated into the local market to establish a name that fits in with the product positioning of Chinese enterprises and is easy to attract the attention of local buyers.

"China Textile and Garment Exhibition Europe" is a professional exhibition focusing on the processing of orders according to the characteristics of Chinese textile and garment suppliers. Every July, many fashion events and famous textile and clothing exhibitions in Berlin are held at the same time. For example, "Berlin Fashion Week", "Bread and Butter Exhibition" and "Premier", but there is only a real lack of processing theme exhibitions, and the positioning of "China Textile&Garment Exhibition · Europe" is precisely aimed at this. The concept of "White Label" is not only very appropriate to the theme of the exhibition, but also leaves much room for visitors to imagine. This promotion idea is very useful in Germany.

Reporter: How do you evaluate the trade effect of this exhibition? According to your observation, what are the characteristics of the products of the Chinese textile enterprises participating in this exhibition? How is the order receiving situation of the enterprise?

Sun Xiaoming: This is the first time that we have brought the concept of "China Textile Garment Exhibition" to Europe. Due to the short preparation period, the final presentation of the exhibition may not be perfect, and there is still room for improvement in some aspects. But I think this is a useful attempt in the mainstream exhibition market in Europe. 50 Chinese textile and clothing enterprises have achieved seamless docking with European buyers, and they don't need to cluster around a certain International exhibitions You don't need to be an accessory of an exhibition group. We have provided them with a good display platform and created a great opportunity to meet European businessmen. From this point of view, as the host, we are very proud.

At this exhibition, most enterprises reached an order intention with European buyers, and enterprises like Xuelian even signed orders on the spot. A cotton padded clothes enterprise in Yantai received 50 customers in three days, and professional buyers were very enthusiastic about their inquiries. An enterprise engaged in cotton wool blending in Hangzhou is also actively following up with customers who are interested in cooperation. From the product point of view, all kinds of jeans and women's suits have chosen the fluorescent color system, which caters to the current fashion characteristics in Europe.

　 Future plans to attract multinational exhibitors

Reporter: In the European market, the cost advantage of "Made in China" no longer exists. What reason do you think makes European buyers willing to pay for "Made in China" with rising costs?

Sun Xiaoming: Although price advantage is no longer the main consideration for European enterprises to purchase in China, the high-quality products and stable supply capacity of Chinese manufacturers still attract European customers. At the exhibition, most foreign businessmen believed that“ Made in China " It is no longer a low-level process, but is moving towards a creative high-end process. In their eyes, our manufacturing level may already be comparable to that of Romania and other European countries. In contrast, our advantages lie in strong production capacity and complete product range.

Reporter: How does the European industry evaluate the first "white label exhibition"? In order to create a better trade platform, what adjustments will be made in the next exhibition?

Sun Xiaoming: From the feedback information collected so far, the European textile and clothing industry and local media have highly appreciated the role of the exhibition as a processing and purchasing platform. Many audiences said that they would return to the "White Label Exhibition" next year. In order to provide buyers with a wider range of choices, we plan to attract more foreign exhibitors next year. For example, textile and garment enterprises from Europe and Latin America. In this way, "China Textile Garment Exhibition Europe" will be built into an international exhibition focusing on Chinese enterprises and integrating textile and garment products from different countries.