CHIC2009: Professional Is King -- Interview With Yang Ziming, Chairman Of CABBEEN Company.

On March 26, 2009 -29, the seventeenth China International Clothing and Accessories Fair (CHIC2009) will be held at the Beijing China International Exhibition Center (New Museum). Under the background of the global financial crisis, CHIC, which has been established since 1993, has become the focus of attention of all parties through its business platform and the function of creative exhibition base, guiding brand enterprises to deepen their sense of innovation, integrate effective resources, and then promote a new round of industrial upgrading trend. In this regard, Yang Ziming, chairman of designer brand CABBEEN (CABBEEN), believes that the unique professional service characteristics of CHIC in China's clothing industry will play a special role in promoting brand development. He said that through various forms of dynamic and static display, enterprises learned more about the dealer concept with CHIC, making it more targeted in marketing strategy, especially in upgrading regional brand to national brand, CHIC has great promotion effect. Yang Ziming said: "CABBEEN (CABBEEN) participated in CHIC this time, paying more attention to its brand display function. This is a platform for professional buyers. We will show Cabbeen's brand philosophy, products and services, and more importantly, demonstrate the ability of brand integrated marketing. At the same time, dealers will bring more terminal information to us. " Professional extension to enhance brand value. Since its establishment in 1989, CABBEEN has been specializing in business development for 20 years. In terms of design creativity, CABBEEN put forward the idea of "subversion of fashion", adhering to the personalized route, and taking the uniqueness of products as the key to core competitiveness. In operation and management, CABBEEN is positioning itself in lifestyle brand, integrating customer applicability, artistic expression and business development, and participating in market competition from an international perspective. In 2007, CABBEEN was invited to represent the Chinese designer brand for the first time in New York fashion week. It is a real review of the degree of brand specialization. Based on this background, CABBEEN regards CHIC as a brand and strengthens the effective extension of professional appeal. It focuses on choice and optimization rather than simple expansion. After testing water CHIC in 2007, CABBEEN once again won the praise of professional audiences in 2008 by brand differentiation. At the exhibition, it targeted cooperative negotiations at different levels of agents, and even successfully built the exhibition stand into "entertainment space station", so that the audience can experience passion, healthy and dynamic brand leisure culture. In view of the upcoming CHIC2009, Yang Ziming, chairman of the board, said that it will uphold the idea of Cabbeen's "subversion popularity", and adopt an artistic form to convey the environmental theme it advocated in 2009, further highlight the brand professional design consciousness, and show the designer's cultural outlook, comprehensive strength and commercial value. Yang Ziming introduced: "we will adopt a large special booth with an area of 279 square meters. In terms of product display, there will still be no reservation. It will display some new products in autumn and winter in 09/10 to reflect the creative strength of Cabbeen as a designer brand. In setting up the negotiation area, we will create a relaxed and efficient atmosphere to reclassify visitors' intentions at the entrance of the booth. Relaxed and efficient has always been the working atmosphere and values advocated by Cabbeen, which is also reflected in this exhibition design. The CHIC organizers are also working hard to transform themselves into CHIC, and then enhance their brand value by professional means, which coincides with CABBEEN's long development goals. The organizers said that CHIC2009 will enhance its simple exhibition value, thus extending it into an integration of multiple values, subdividing the brand, and fully displaying individuality and uniqueness. The exhibition is divided into eight major exhibition halls including men's wear, women's wear, casual wear, overseas exhibition group, children's wear, feather, leather / fur, clothing and accessories, and more than ten professional exhibition areas. It brings together nearly 1000 business representatives, tens of thousands of clothing distribution retailers and more than 10000 overseas fashion buyers, and reports and publicizes them through large portal websites, top fashion media, and thousands of professional journalists at home and abroad, trying to work together to form the best business atmosphere and achieve the most effective business results. The financial crisis has promoted brand upgrading. As a brand with a history of 20 years, CABBEEN has been baptized by two financial crises. In the middle of the 90s, CABBEEN was hit hard by the Asian financial turmoil, so that President Yang Ziming tasted "the first confusion and helplessness in life" and made the strategic decision of "withdrawing from Hongkong and moving to Guangzhou". Yang Ziming believes that it is precisely because CABBEEN insists on the existing professional development path that it can be calm in the face of today's global financial crisis. It can be seen as a strong proof of the brand's idea of "being specialized and refined" and "bigger and stronger". Although CABBEEN has been affected by the financial crisis in a short period of time, it is still only an indirect effect. Enterprises will take measures such as quickening cost settlement and adopting financial support to assist franchisees and suppliers to tide over difficulties. Yang Ziming said that the direction of CABBEEN clothing in the Centennial brand of Chinese culture will not change. Cabbeen brand will not change the way to become an international Chinese designer brand, because the original brand is undoubtedly a long-term trend. Yang Ziming believes that the financial crisis for China's clothing industry, opportunities and challenges coexist. "From the perspective of industry, especially from the standpoint of independent original brand, I think the opportunity component is bigger. We have been advocating industrial upgrading for a long time, and the garment industry must develop towards both sides, but to achieve this goal, we must experience "pains". This world financial crisis, enterprises will experience the process of survival of the fittest. After shuffling, enterprises and brands that can survive will gain good experience and be more determined to develop direction. Brand development needs to show platform. Although the economic environment has prompted many enterprises to take a cautious attitude towards the development prospects in 2009, CABBEEN still regards the new year as a new starting point for brand development. In 2009, CABBEEN will continue the diversified and personalized design style of 08/09 in autumn and winter. The products are divided into three series of leisure, urban and tidal current to meet the more comprehensive clothing requirements of the target consumer groups. Yang Ziming said that CABBEEN, the first Chinese designer brand to enter the fashion week in New York, will not change its standards with international standards. The brand concept of "subversion" will not change. Yang Ziming revealed that the 09 year design theme of CABBEEN brand chose a lot of fresh fabrics, focusing on the fashion concept of internal, responsibility and process, focusing on environmental protection and human mentality. CABBEEN's innovation will take design as the source, design better products, transform the artistic conception into products, and finally provide them to consumers. Yang Ziming said that CABBEEN will "demand itself every day on the basis of international brand standards, and is always ready to seek opportunities to open the global market." As a Chinese enterprise and brand, CABBEEN needs more strength to support China's original brand so as to achieve the goal of going global. "China needs brands and brands need to display platforms. As a brand exhibition, CHIC should have a clearer positioning, clearer objectives, more solid object locks, and build on the perspective of future market demand. We hope that CHIC can do better as a whole, strengthen organization guidance, on-site coordination and detailed management of participating brands, and provide a better stage for buyers, professional spectators and exhibitors.