CHIC2017 (Autumn) - China, Attractiveness

In mid October, Shanghai.

walk out

The door of the exhibition hall, the tiny autumn wind wrapped in occasional drizzle, let people can not help but "exciting".

But the cool and cool atmosphere behind the pavilion is like the two world.

Also in such a cool autumn, China International Clothing and Accessories Fair 2017 (Autumn) came to a close.

Over the past three days, 65722 professional spectators, 53000 exhibitors from 16 countries and regions, and 815 clothing and clothing brands were engaged in business negotiations in 53000 square meters.

Among them, the global fashion exhibition, which has been attracting much attention on CHIC, has continued to exert its strength this year.

Brands display different regional customs.

The clothing and accessories brand brought by the "forever Paris Pavilion" presents a delicate sense of elegance and a slight sense of alienation.

The adjacent Italy Pavilion is full of enthusiasm, from fabric to detail, and even to every stitch on the embroidery piece. The color saturation is very high, which makes the overall appearance of clothes and shoes look full and three-dimensional.

The Korean Pavilion Preview in China also brought hundreds of Korean pop brands.

The reporter's interview starts with the "prominent" designer brand.

Although there are rows of exhibitions at the exhibition, the styles of clothes are dazzling, but what are designer brands are still easy to find.

The Daily Mirror brand in the Korean Pavilion is a niche designer brand.

The fabric focuses on texture, the color is black and white, the profile is simple and fluent, and it has a strong contrast with the traditional Korean fashion.

It is understood that the brand was founded in 2014, catching up with the trend of designer brand rising in Asia.

The store in Korea is located in a shopping mall on the east gate.

The designer said that the meaning of "Daily Mirror" is to symbolize the mood of a girl in the mirror every day.

In the Korean local market, this is different from the popular or casual or sweet Korean style. The designer brand with fashionable style is not only small, but has a fixed fan group, and the average price of 1000 - 3000 yuan RMB is also very high for the designer brand.

Brand designers have been emphasizing that he believes that the most important core competitiveness of a brand is its unique sense of design, whether in Korea or in the Chinese market. Only by adhering to its unique design style, the brand will have vitality and competitiveness.

It turns out that Daily Mirror has been favored by many buyers for three days of exhibitions, with large and small orders.

Coincidentally, MARA GIBBUCCI from Poland women's clothing brand has attracted the attention of journalists and professional audiences with its unique design style.

Before the reporter's interview, he was busy with the dry tongue and told reporters that he had just concluded two talks.

For these two talks, the brand leader is very happy to point out, express affirmative.

Unlike the fashion trends of most brands in the exhibition, the MARA GIBBUCCI brand costumes are rich in exotic customs, and hand-made, European fabrics, Poland designers and handcraft make every skirt expensive.

However, the international market expansion of MARA GIBBUCCI has been very successful, and has been highly recognized in Singapore and other countries.

Brand leaders and designers are also very clear that the unique design style is the competitiveness of the brand.

The consumption concept of Chinese consumers has been upgrading, so they came to China to promote their brand.

At the same time, during the three days of the exhibition, they came into contact with various new business models in the Chinese market.

Brand is expanding its influence.

At the exhibition, the international brand of collectivization operation is also competitive with the niche designer brand, but the direction is different. At least in the current market environment, their attention begins to focus on brand building.

We should enrich our brand by means of green, technology, public interest and so on, so as to form distinctive products to expand market share and expand brand influence.

For example, Amazonas, a famous shoe shoe brand in Brazil, has been established for 70 years. Its main business is rubber products, which has many industries from pportation, adhesives, sealants, etc., and is also engaged in footwear products, but also has its own shoe brand.

In Brazil, its size and influence are among the best.

Since the lab's lab developed degradable rubber soles, in 2011, after the success of the research and development, the herringbone brand Amazonas was created.

The main feature of the brand is environmental protection, so as to recycle waste materials as much as possible so as to avoid more garbage.

The group even recovered some of the rubber waste that other factories were going to throw away, and combined it with many products through research and development.

This is also true in the production of products. Recycling mechanism is adopted to reduce wastewater discharge.

Brand leader: "there are a lot of flip flops on the market now, but there are not many rubber flip flops. The most important feature of our brand is the concept of environmental protection, because now this is a trend.

In the past 70 years, our group has been doing this work, including supporting some poverty-stricken areas, not only for environmental sustainability, but also for social sustainability.

The group set up factories in some poverty-stricken areas of Brazil, training people who have no jobs, teaching them to make shoes, and hiring them. It is also an action to solve the livelihood problems and make the society more stable.

So I think the concept of environmental protection is more characteristic for us, and then there is a lot of resonance between consumers and the product concept. Many people are willing to feel that this product is particularly good for our stories like this.

Let people feel that buying this stuff has a deep meaning behind it, and it is a contribution to environmental protection.

It is reported that the brand has sent products to quality inspection, ready to open shop in Tmall.

To participate in the exhibition is more to seek offline cooperation, the brand has so far has more than 20 dealers in the country to open shop, this exhibition to negotiate business cooperation is also brilliant.

The attractiveness of the Chinese market

In the interview of overseas exhibition groups, although each brand has its own characteristics, the same is the brand's affirmation and longing for the Chinese market.

Nelson's latest global brand birthplace survey results show that 91% of Chinese respondents believe that the source of the brand is one of the most important factors to consider when shopping. Other factors include the variety, price, function and quality of brand selection.

Survey data show that a total of 77% of Chinese respondents believe that international brands are more expensive than domestic brands, while 72% agree that international brands do better in terms of product innovation compared with local brands, and 67% of respondents believe that international brands are superior to local brands in quality.

This consumption concept is temporarily disagreed with us, but in the global fashion retailing industry, there is still a gloomy gloom. This is the characteristic of international brands in the development of Chinese market.

At the same time, the Boston consulting company released a report that the core argument of the report is that the Chinese market will bring many opportunities for brands in the coming years, and will become a larger scale market with greater potential than the US and European markets.

According to the report, by 2020, China will become the second largest fashion retailing market in the world, and the increment will account for 30% of the total global market in the past few years.

By that time, the annual sales volume of China's fashion market will be 3 times that of 2011 to 1 trillion and 300 billion yuan.

In 2010, the figure was only 398 billion yuan.

The report also mentioned that in 2020, China's middle class customers (who earn 74000 yuan per year) would increase to 140 million.

When the report was released in 2010, the figure was 50 million.

This proves that Chinese consumers will always be in constant escalation of needs and ideas, and change opportunities.

Therefore, the Chinese market has sustained competitiveness in the eyes of international brands.