Knitting Expo: Positioning Strategy Of Knitwear

International Knitting Expo: positioned at high-end and fashion

From October 22 to 24, 2012, Shanghai New International Expo Center will welcome the 6th China International knitting Expo (hereinafter referred to as the Needle Expo). Guided by "knitting life" and aiming to display knitting end products, the Knitwear Expo will deliver the concept of comfortable, leisure, low-carbon and environmentally friendly knitted clothing to enterprises and the public.

The 2012 China International Underwear Culture Week held at the same time will play the colorful movement of the needle expo with wonderful static and dynamic display activities; The release of knitting product trend will bring the latest popular information to the industry; The needle fair will promote the docking between exhibitors and buyers and the effective interaction between enterprises, exhibitors and visitors. The reporter interviewed Yang Shibin, President of China Knitting Industry Association, Lin Yunfeng, Vice President of Textile Industry Branch of China Council for the Promotion of International Trade, and Liu Yanwei, Director of Information Department of Textile Industry Branch of China Council for the Promotion of International Trade, and asked them to explain the highlights of the needle fair in detail.

Introducing Underwear Culture Week for the first time

Positioning in high-end and fashion

The 2012 China International Underwear Culture Week, sponsored by the China Textile Industry Federation and co organized by the China Knitting Industry Association, the China Garment Association and the Textile Industry Branch of the China Council for the Promotion of International Trade, will appear in Shanghai during the Knitting Expo. As one of the highlights of the needle expo, the underwear culture week is set to be high-end and fashionable, with underwear as the base point, extending to three aspects of ready to wear outerwear, exhibition and dynamic exhibition, and will focus on dynamic exhibition to attract the audience. Underwear Culture Week will be presented by high-end product release, brand display and exhibitors docking.

The reporter found that the name of this cultural week has different meanings, said Yang Shibin, president of China Knitting Industry Association, "The name of 2012 China International Underwear 'Culture Week', rather than 'Fashion Week', is intended to use the word 'culture' to effectively integrate resources in all aspects, such as effectively integrating static exhibitions into exhibitions." "This is the first time that the Knitting Expo and the Underwear Culture Week are put together for publicity this year. The Underwear Culture Week is an opportunity to build an effective platform by holding knitting exhibitions, which is a big highlight of the Knitting Expo." said Lin Yunfeng, vice president of the Textile Industry Branch of the China Council for the Promotion of International Trade.

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The schedule is adjusted to the autumn order period

Promote the connection between exhibitors and buyers

"This needle expo will adopt the way of combining static and dynamic exhibitions and promoting each other." Yang Shibin also told reporters that this year compared with last year, the host has made adjustments in two aspects. The first is the static exhibition part of the exhibition. First of all, in terms of schedule, the holding time was adjusted from August to October, which is more consistent with the autumn order schedule. It was changed from the same season of home textile exhibition to the same season of fabric exhibition. "The most important part to consider is the industrial chain, which is more obvious in the fabric exhibition," said Yang Shibin. Secondly, the exhibition area doubled from last year to 24000 square meters. The exhibition hall focuses more on the continuation of fabrics and the presentation of end products. The second part is dynamic performance. The dynamic exhibition is currently held twice a year in spring and autumn. The spring exhibition is represented by the brand underwear exhibition held in Shenzhen on May 11 this year, and the autumn exhibition will be dominated by the exhibition in October and the first underwear culture week in 2012.

The success of an exhibition depends not only on the good planning of the sponsor and the perfect presentation of the enterprise, but also on the interaction with the exhibitors. "The exhibition needs to do product display, and the cultural week needs strong support from the audience. These two aspects need interaction to achieve win-win results," said Yang Shibin. The reporter of the Clothing Times learned from Lin Yunfeng that the economic situation of the industry is not optimistic this year, and the host policy introduced important measures to attract professional visitors to the exhibition. Relying on the strength of the China Business Federation, it applied internal resources to integrate the database, combined with e-commerce in the exhibition recruitment, and relied on media resources in the promotion of terminal products. As the exhibition has made great efforts in the connection between exhibitors and buyers, enterprises have a high enthusiasm and participation in the exhibition.

Integrate resources of all parties

Gather unlimited energy

Yang Shibin said that from January to April this year, China's textile economy had a relatively obvious downward trend, which was generally reflected in two aspects: first, the overall weak external demand, and second, the rising inventory of domestic demand enterprises. "We found that enterprises have inventory and are increasing, but overseas enterprises have sold very well in China, such as Nike, Adidas, ONLY, etc. In China, the sales of some of our well-known sports and leisure brands are not good. At present, Chinese enterprises have problems such as slow adjustment of product structure, insufficient effective supply, and limited development of domestic demand." Faced with the decline of the domestic economic situation, the Expo will fully integrate the resources of colleges, designers, enterprises and other parties. In terms of exhibition attraction, we will focus on domestic sales and organize effective interaction among purchasers, suppliers and shopping malls.

The sponsor hopes to achieve two effects through the exhibition and display of the needle expo. First, it should reflect the application of scientific and technological achievements in the industry, promote enterprises to improve production efficiency, adjust the industrial structure, and respond to the rising production costs. Second, reflect the connotation of enterprise brand. The state has issued various policies to encourage enterprises to do a good job in the market. In order to do a good job in the market, enterprises should not only ensure product quality and meet consumer demand, but also provide effective supply and fully develop domestic demand.

Liu Yanwei, director of the Information Department of the Textile Industry Branch of the China Council for the Promotion of International Trade, told reporters that at present, the fair is busy with exhibition recruitment, and enterprises are very enthusiastic about registering.

In the golden autumn of October, associations, enterprises, exhibitors and visitors will gather in Shanghai. The 6th Needle Expo 2012 will fully absorb resources from all sides and reserve energy for the development of the domestic textile economy. We expect that the "energy gathering ring" will gather unlimited energy.

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