The Twenty-Third China International Clothing And Accessories Fair Held In Beijing

From 18 to 20 March 2015, the twenty-third China International Clothing and Accessories Fair (CHIC2015) moved to Shanghai for the first time, and was held at the newly established National Convention and Exhibition Center (Shanghai) in Hongqiao business district, Shanghai.

The exhibition area is 100000 square meters, with more than 1000 brands from 21 countries and regions participating in the exhibition. It is expected that there will be 100 thousand professional spectators and hundreds of media and nearly 1000 journalists at home and abroad. In the same period, the exhibition will also be held at the Shanghai Pavilion Accessories Exhibition / yarn exhibition / knitting exhibition.

Reporters saw that

The "wind vane" and "barometer", CHIC, according to the changing industry and market demand, have made innovations and readjustment in the overall layout, form and function.

On the basis of the original men's wear, leisure sports, women's wear, children's wear, leather / fur / feather clothing, clothing accessories, supporting resources and eight professional category exhibition areas of overseas exhibition groups, four new special exhibition areas, namely "Xingguang Tiandi", "link future", "design power" and "ODM Zhi Zhi Zhi", have been launched.

At the same time, the exhibition also incorporates four exhibition exhibitions: "Shanghai international brand shoe leather exhibition", China International Knitting Expo, Korea fashion exhibition and CHIC- trend brand exhibition.

In addition, the site also organized 20 colorful events.

And more than 20 fashion shows and trade shows, and strive to display, multi-level activities and multi functions through multiple angles.

To meet diversified business needs.

It is reported that China International Clothing and Accessories Fair was founded in 1993. With the development of China's clothing brand and market, CHIC, as a comprehensive business platform with many functions, such as business negotiation, channel development, resource integration, market inspection, tidal release, cross-border cooperation, international cooperation and capital docking, has grown into the most influential and influential clothing professional exhibition in Asia.

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In exploring the clothing industry O2O, Tencent and Ali have launched the micro shopping and shopping guide, but in fact, after the VERO MODA, many businesses of Tencent micro shopping are quietly working. Some of the stronger marketing businesses actually have many fans, but the sale and pformation on the line is very pale.

And Ali's O2O, which has always been praised by O2O as a classic and most of its advocacy, only stays on the Yintai project. Although the shopping guide has attracted many businesses involved in micro shopping in the clothing industry, it has never set up a benchmarking brand.

First of all, we might as well take a look at the design intention of Tencent's Micro shopping. It is based on the advantages of Tencent mobile platform (which should be based on the advantages of WeChat), and provides the overall solution of mobile O2O to merchants.

According to its official statement, the main functions are focused on the following four points: 1, scan code shopping guide, with one-dimensional or two-dimensional code as the medium, through WeChat to connect the brand, the goods, the salesperson and the four users, realize the digitalization of the merchant's mobile terminal, solve the problem of missing color and break code, and further optimize the service and sales efficiency.

2, mobile CRM platform helps enterprises establish CRM system on WeChat, providing professional tools support such as membership system, precision marketing, merchandise and order management, LBS services, data analysis and other professional tools.

3, WeChat customer service center, using multiple customer service in parallel to serve an enterprise account, helps businesses respond to user queries quickly, and provides mobile customer service tools based on WeChat to maximize the response time of users to communicate with users.

4, intelligent data support, through user collection of goods and associated data, help offline merchants capture the data blind area of the store, analyze the behavior trajectory of users, and provide strong intelligence data support for businesses.

Again, we make a comparison, Ali O2O mode, through the integration of PC Internet and wireless resources within the group, through wireless technology and big data products, provide marketing for the offline retail business, member interaction, order to support a full range of solutions, to achieve online offline data, commodities, inventory trading, capital through the whole channel retail mode.

In fact, behind the support is Ali three treasures, that is, guide shopping treasure, membership treasure, marketing treasure, shopping guide treasure is used to guide the purchase of an intelligent APP, the offline goods to online shop form.

Member treasure and marketing treasure, I believe you can understand its usefulness from the name.

For the clothing brand, on the one hand, the change of consumption trend makes the business in the online field become more and more important. It is difficult for the platform to have the initiative, and there will be trouble in the future for the management and maintenance of the brand and the users.

On the other hand, the arrival of the mobile Internet era has led to lower cost of drainage compared to the traditional PC era.

Therefore, clothing brands seize the existing opportunities and go forward actively, so it is natural to build their own mall.

To build a self built mall, clothing brand is actually to win its own future.

Although the brand self built mall has not yet formed a scale, the clothing brand can always maintain its own voice.

After the technology superiority of the Internet giant has been gradually weakened, the clothing brand self built mall has the ability to develop several times according to its own wishes. It will play an important role in giving full play to terminal store resources and marketing innovation. Meanwhile, the self built mall with independent domain names is more conducive to brand promotion, convenient for consumers to remember and increase the impression.

The most important thing is that users' information is controlled by themselves, which will help greatly enhance brand influence, directly promote sales performance, and enhance brand stickiness and loyalty of consumers.

If we say that self built shopping mall seems to be more advantageous, but we should also see the lack of experience of traditional clothing enterprises in promoting and online drainage.

Finally, suggestions: all brands can still learn from the development of Jinyuan mall. On the one hand, WeChat will build a brand community and gradually access WeChat to replace the micro shopping on the WeChat mall. On the other hand, it will improve the function building of the mall, and will try to promote WeChat WIFI and iBeacon applications in the future.

Speaking of which, there is no lack of confidence of our electric business team. Compared with the self built shopping mall, the experience of Jinyuan mall is relatively good.