Fashion And Leisure Brands Are Playing The Leading Role This Year.

In from March 28th to 31st, in the sixteenth China International Clothing and Accessories Fair (CHIC) held in Beijing, a total of 21 Quanzhou garment enterprises participated in the exhibition, setting the highest number of Quanzhou enterprises ever taking part in CHIC.

However, some of the brands that used to shine brilliantly on the CHIC stage and are now among the leaders of Fujian Style Men's wear are hard to find, but nearly half of the 21 spring clothing brands are new faces on CHIC.

According to the analysis of the industry, after the establishment of some brand leaders, Quanzhou clothing brand has entered a new round of outbreak, and will focus on fashion, leisure, fashion sports and children's clothing.

"New brand show," a few years ago, we all participated in CHIC, and the enthusiasm was quite high.

But the development of our brand has been relatively mature now, and it has not been very effective to participate in CHIC.

Objectively speaking, CHIC should be more suitable for those new brands. "

This is a reporter before going to Beijing to interview, a Quanzhou menswear enterprise boss told reporters, as early as last July when CHIC began to invest, this enterprise declined the invitation of the organizing committee.

In fact, it is not hard to find out that the 21 Quanzhou clothing brands that are participating in the exhibition are not very hard to find. Except for a few old faces, such as Malet, CABBEEN, CHIC, and so on, most of them only started to take part in the CHIC in the past one or two years.

　　比如，去年在CHIC上大做秀場(chǎng)的九牧王男裝，今年自己并沒(méi)有出征，而是派出了旗下子品牌特色龍；七匹狼的展區(qū)雖然處于本屆泉州參展品牌中最佳的位置，但這也是七匹狼今年重磅推出的高端設(shè)計(jì)師品牌“Septwolves（圣沃斯）”的造勢(shì)區(qū)，與以往七匹狼集團(tuán)的任何一個(gè)品牌都無(wú)關(guān)，也算是新面孔；特步和鴻星爾克這兩家在國(guó)內(nèi)體育用品行業(yè)早已是耳熟能詳?shù)钠髽I(yè)，今年出現(xiàn)在CHIC上多少有些令人意外，但特步展出的是旗下運(yùn)營(yíng)的“迪斯尼運(yùn)動(dòng)”品牌，鴻星爾克則是打出了運(yùn)動(dòng)服飾的產(chǎn)品；而國(guó)內(nèi)毛衫業(yè)領(lǐng)頭羊的南安萬(wàn)家美針織，則是攜旗下“賽丹”品牌首次參展；過(guò)去以女裝見(jiàn)長(zhǎng)的彬伊奴首次參展，則是主推旗下正準(zhǔn)備上市男裝系列，甚至品牌LOGO也變換為獅子頭標(biāo)志。

For the first time, Shishi Wolf Road costumes were disappointed with only a small booth for the first time this year.

Liu Yiqun, general manager and design director of Wolf Road clothing, told reporters, "the CHIC national brand exhibition is very important for our new brand. It can be used to raise awareness, business invitation and so on. We hope to get a bigger booth next year, and also show the strength of the enterprise."

For four years in a row, mallet apparel is probably the most loyal CHIC clothing brand in recent years in Quanzhou.

According to the briefing, four years ago, the first time to participate in the exhibition, just returned to the domestic market of Malai costumes, in one fell swoop with CHIC platform investment success, consolidate its market share in North China, let malate taste CHIC sweetness.

"Now there are fewer opportunities to invest through this platform, but we still insist on participating every year. We regard it as a platform for displaying a brand, and we can do some communication and interaction with distributors."

Malet clothing deputy general manager Li Tianfu said.

Fashion leisure is a new outbreak point, which has been seen in the industry in the past. XTEP and Hongxing Erke appeared in CHIC.

In fact, with the outbreak of Olympic elements, leisure sports and fashion sports have become one of the hottest topics in the clothing industry in recent years. For example, on this CHIC, there are no fewer than 10 brands of fashion and leisure sports.

From last year's action of Quanzhou clothing enterprises, we can see that XTEP has become the operator of Disney, a famous brand of international fashion movement. Tiger has launched a series of "Life Sports" in high profile last year. In the past, the pcendent group dominated by foreign trade market began to enter the domestic market after exhibiting CHIC in 2007. It also tried to include another Quanzhou sports apparel export giant Rui Xing.

"Fashion movement is definitely the main trend of the future development. 1 Wang Zilin, chief designer of Hongxing Erke, believes that many sports shoes and clothing enterprises in Quanzhou used to be professional sports equipment, and even some footwear enterprises outperformed the sales of footwear.

In Wang Zilin's view, this is the performance of the Olympic Games, but the Olympic Games is also a gust of wind.

After this movement, how to integrate the sportswear into the consumer's life depends on the elements of fashion and leisure.

"Like a suit, nowadays few people wear very formal suits, and suits have been developing towards commercialization and leisure.

Sportswear is also like this. The direction of specialization must develop towards fashion and leisure.

Wang Zilin revealed that in the future, the development trend of Hongxing Erke clothing is to take the fashion and leisure route.

In fact, fashion personalization is not only the direction of the sportswear brand, but also the menswear camp of men's wear in the field of men's wear in China. It is also becoming the focus of fashion and personalized men's clothing.

It includes CABBEEN, "Ai Deng Bao" and "Ka Rui Shi", which are already well known in China.

Similarly, at this CHIC exhibition, there are new local brands such as Wolf Road, 30 degrees north latitude, and men's clothing.

Such brands often focus on design cards, the style of design tends to be personalized and the street culture is unique. Business models often adopt traditional practices such as virtual operation.

In this regard, the Quanzhou textile and clothing chamber of Commerce responsible person believes that Quanzhou represented the Min Style Men's wear, in the past has been commercial casual men's wear longer than other domestic men's wear plate, through the development of recent years, has also established such as seven wolves, nine Mu Wang and a large number of men's wear brand position.

"Fashion, personalized clothing, in the clothing industry in Quanzhou, and even in other domestic men's wear plates, there is still a lack of leading brands, all of which are new forces. This is definitely one of the most competitive areas in recent years.

And the solid foundation of Quanzhou's garment industry and the integrity of the industrial chain also make Quanzhou dress brand able to make a difference in this field.

Children's wear brands entered a mature stage of development. Another highlight of this CHIC is the sudden emergence of children's wear exhibition area. No matter from the number of exhibitors and the area of exhibition, the children's wear exhibition area has reached a new high: the exhibition area has increased from 7000 square meters last year to 10000 square meters, and 86 children's clothing enterprises have been active and active, nearly 100 exhibitors.

Among them, the four brands from Quanzhou, such as tagueta, MOMOCO, wild leopard, Ai Ai house, and many other international brands have appeared on the same stage, showing the pivotal position of Quanzhou children's clothing industry in China.

Over the past few years, children's clothing industry has been dominated by wholesale markets, and almost all of the brands on the market have been biased towards high-end foreign brands.

However, with the development of domestic economy and the improvement of living standard, the expansion of domestic demand and the upgrading of consumption have also led to the development of children's wear brands in China.

According to the 2007 annual report of children's clothing Specialized Committee of China clothing association, since 2006, the children's wear market in our country has been developing vigorously, and the pition period of brand tier is being formed. New brands are constantly joining the market to change the existing pattern of children's wear market, and children's clothing market will still have broad development space in the future.

In this market pformation period, the Quanzhou children's wear brand entered the domestic market in about 2005, with MOMOCO as the main representative, showing a good momentum of development.

Last year, China Clothing Association selected "2007 China's ten largest children's wear", tick Da, MOMOCO occupied two seats; and "China brand" first included children's clothing list last year. The above two Quanzhou children's wear brands have both won this honor, which fully demonstrated the strength of Quanzhou children's wear brand.

"The next few years should be the rapid development of children's wear brands in Quanzhou and the maturity of their brands."

MOMO CO market development department director Xia believes that at present in many two or three line markets in China, children's clothing is mainly wholesale, and children's clothing brand's channel expansion still has huge space.

At present, there are about 700 sales terminals in China. This year, the tick project will expand to more than 1000 terminals.

However, the limitations of brand connotation and grade also make Quanzhou's several children's wear brands unanimously put the direction of tackling the market in the two or three line market, while most of the first tier cities still control most of the international brands.

"The development of domestic children's wear brands is still at a relatively early stage, and there are many opportunities for children's clothing in Quanzhou.

But now is not the time to fight against those big brands.

In accordance with their own positioning to choose their own market, constantly mature and mature, in a few days, children's clothing in Quanzhou is sure to get a slice of the first tier market.

The industry believes that.

Quanzhou's strength on the new plate is coldly fading towards CHIC compared to some mature local men's clothing brands. Some new brands have shown great enthusiasm. This is the biggest feeling of reporters in Beijing.

Undoubtedly, this is one of the most obvious signs of the new round of outbreak of Fujian clothing brand.

Like many of Quanzhou's "predecessors", these newly rising brands also choose CHIC's top domestic fashion show as a way to enhance brand awareness.

The difference is that these new brands have clearly realized that the development routes that have been plagiarized for many times are no longer suitable for themselves.

They are trying to find a shortcut that is more suitable for their own style.

For example, "Sai Dan" has been launched, and began to combine with the "snooker China open" high-end sports event, showing the desire to occupy the high-end market; Liu Yiqun, who started by trade, insisted on taking the "Wolf Road" clothing to the direction of virtual operation. In his view, only two parts of design and marketing were needed, he needed to devote all his energy to it.

Since 2002, the domestic men's wear field has been the two major factions of Fujian and Zhejiang, and the brand development has been relatively mature since the impact of the brand war, which was first launched by Quanzhou enterprises.

In contrast, fashion, leisure and fashion sports are still in a "mixed battle" situation.

In the children's clothing industry, though Quanzhou children's clothing has entered the domestic market from foreign trade, although it has taken the lead, there is still much room for improvement in terms of the maturity of the brand development.

Obviously, in these new clothing sectors, Quanzhou's strength will certainly be great in the next few years.

First, the unique integrity of the Quanzhou apparel industry chain in China. Since it has created the status of Fujian business casual men's wear in China, it also ensures that the industries such as fashion, leisure, children's wear and so on can have good development soil.

Secondly, the development of Fujian Style Men's clothing for many years has also made the local industry accumulate valuable experience in R & D, brand marketing and channel construction, and has trained a large number of professional talents. This is the process of Quanzhou's continuous accumulation of power.

Third, in recent years, the situation of clothing development is grim, and foreign trade exports are facing "cold winter". The domestic market is big, but competition is also fierce. This also forces enterprises to constantly adjust their strategies, find their own routes, and even surprise them. Quanzhou people have the character of "fighting hard to win" to adapt to this living environment.

Just because of all these advantages, the rise of Quanzhou's power on the new plate is full of expectation.