Professional Fashion Show &Nbsp; Do You Want To Open Doors For Ordinary Spectators?

The unexpected arrival of the financial crisis has made China's textile and garment industry face unprecedented challenges. Relying on professional exhibitions of industry as an indispensable part of the industrial chain, it seems that it can not be left alone.

Can professional fashion exhibitions enter a "warm current" for the development of the industry in the "cold winter"?

More than three months later, the annual CHIC, China's international fashion and Clothing Fair, will be unveiled.

Entering the 2008, the impact of the international financial crisis, coupled with the appreciation of the renminbi, the increase of labor costs and the emergence of various trade barriers, made China's textile and garment industry suffer from unprecedented impact. As an integral part of the textile and garment industry, professional exhibitions were also not spared. Even the Canton Fair, which was famous at home and abroad, was unable to be independent.

In 2008, especially in the second half of the year, the lack of popularity seems to be a common problem in all clothing exhibitions.

Quite different from this, the 2008 Guangzhou motor show, which has just ended, seems to be completely unaffected by these disadvantages. Although the new products are not increasing in large scale, the hot spot of the exhibition still indicates whether it is a professional or an ordinary spectator.

In the economic environment is not good, the situation still maintained a relatively high enthusiasm.

Although cars and clothing belong to two totally unrelated industries, they are also closely related to the people in economic life. The popularity of the auto show is due to the popularity of ordinary people. Can it bring any enlightenment to the depression of the professional exhibition?

Professional exhibitions can not be put down. Taking CHIC as an example, as the leading international professional clothing exhibition in China, it has always been famous for its professionalism. Whether it is held in the exhibition of Beijing or the new national exhibition outside the five rings, customers and professionals at home and abroad always have a special liking for it.

According to the previous point of view, previous professional fashion shows like CHIC are for industry insiders and professional buyers, but not for terminal consumers. They are not entertaining and ornamental. They are not suitable for ordinary people. Many exhibitions do not sell tickets to ordinary spectators. They are only open to professionals. Organizers of the exhibition also want to sacrifice part of the ticket revenue to provide good services for business negotiations.

Whether it is fair or trade fair, its nature is "trade", which aims to provide a place for clothing professionals to do business, and to restrict entry of non professionals by means of admission tickets or professional invitations is the practice of many exhibitions.

In foreign countries such as Cologne and Frankfurt, there will be checks at the import department. Even if there are tickets, ordinary consumers will be refused entry because exhibitors have only one business to do.

"Whether it is Beijing, Shanghai or other places of clothing professional exhibition, has been, especially in recent years has been trying to control non professional audience, participate in the exhibition time tickets, not yet, but also need invitation letter.

Many key activities during the exhibition, such as forums, fashion releases and press releases, are subject to strict qualification examination.

For the organizers and exhibitors, high standards and strict requirements will certainly increase the success rate of business negotiation of exhibitors, which can not be discounted at any time. "

The director of a famous exhibition company in the interview with reporters, the professional requirements of the exhibition is still undiminished.

But in the face of the sudden financial turmoil this year, the professional double-edged sword effect of the exhibition seems to have been gradually enlarged.

At the same time, for the increasingly mature garment industry, the professional function of the exhibition is difficult to match.

Ordinary spectators are not only used to boost people's popularity. Although many spectators on the clothing show have to buy tickets, there are still a large number of non professional spectators. This is also a reflection of the common people's enthusiasm for such exhibitions on another side. In a sense, it is a desire for fashion and a passion for a concentrated understanding of the clothing brand.

Why can't we welcome ordinary people to visit professional exhibitions?

With the continuous progress and development of society, people's cultural quality and aesthetic appreciation are constantly improving. Our ability to judge clothing is no less than that of some experts.

Moreover, the style of clothing that professionals admire is not necessarily what we like.

The market is a judgment to decide whether a brand is successful or not, and whether the people like to decide the market, or that only the ordinary people like it can finally stop in the market.

You go to the exhibition hall to see which booth has more ordinary audience, which basically shows that the brand of this booth is more popular with consumers.

The biennial Beijing auto show is professional, but there is also an open day for ordinary spectators, and the opening day is no less than a professional day or media day.

Some clothing exhibitions should also learn from the auto show.

Nowadays, many exhibitors are enthusiastic about the professionals who have joined the agency or cooperative intentions, but are very cold to the ordinary audience, which will leave a bad impression on the psychology of ordinary consumers.

On this year's CHIC, an ordinary audience once told reporters.

During the Canton Fair this year, the lack of popularity of costumes and costumes seemed to have a subtle impact on clothing exhibitions. Many enterprises and brands also said they would not repel the general audience once again when they interviewed reporters.

"We are a brand just growing up. We have been making the list before, but this year's outward business is too difficult. We were thinking about doing domestic business in the first half of the year.

In order to let more consumers know about the quality and style of our products and the brand we are going to launch in China, we should not only strengthen the publicity in the media, but also directly communicate with the end consumers.

Some exhibitions have diverted the target audience, agents and the general audience on the visiting time, reducing interference and providing high-quality communication opportunities, and have been welcomed by exhibitors and target audiences.

We feel that under the present circumstances, we can not simply regard the exhibition as an order meeting.

The exhibition only provides opportunities for negotiation, and more and more likely is to show the image, enhance the image and make friends with the order.

A clothing boss from Shenzhen, Guangdong said.

Exhibitors take part in the exhibition from the perspective of revenue.

Some want to enter the market through exhibitions. Some mature market channels want to achieve the purpose of displaying the image.

For small and medium-sized brands, it is better and cheaper to enter the market from the exhibition.

For clothing and clothing exhibitions, there is no need to avoid the presence of ordinary audiences, but for fabric accessories or textile and clothing machinery, a highly targeted exhibition, it is necessary to emphasize the professionalism of the audience.

Professional exhibitions restricting the entry of ordinary consumers should be determined according to the needs of the market.

Under the existing conditions, the difference between the professional audience and the ordinary audience can be distinguished by the method of time difference. It not only enables exhibitors to treat visitors in different ways, but also enables exhibitors to display more targeted activities, and the chances of success will be improved.

This arrangement of "time difference" has been paid attention to in some professional clothing exhibitions and has received the expected results.

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