It'S Not Defined. It'S Different.

In 2016, CCTV had a documentary called "

It follows the innovation of design, showing the pmutation of "creation", from the high-end customization of Chinese fashion, to the style of city street, and to the modern fashion designed for independent women. Many excellent designers such as Guo Pei, Ji Cheng, Li Dengting and so on have all appeared. They have complained about the innovation and inheritance of Chinese design, thus leading to another wave of Chinese design revolution.

"

In fact, before that, designer brand in China has already ushered in explosive growth.

The original design makes the Chinese aesthetic different from the past. The change of the fashion view has also become a highlight of the self assertion not to sketch the foreign brands.

Personalized consumption drives Chinese clothing to start designing with emphasis on culture, connotation and individuality. This has prompted the original design in the past two years, just like a clean flow, and blossom and blossom in Chinese fashion circles.

Today, from clothing to shoes, bags, scarves, jewelry...

Each category has its own original design label.

The corresponding resources such as buyer shops, integrated stores, cross-border stores, SHOWROOM and other channels are also being enriched.

In 2018, the fashion circle began to praise "to Xinli", "design power", and gradually let designer brand become the personality style that can not be underestimated.

When the "design power" collides with "Xinli", the idea of pforming fashion creativity into commercial value is really landing.

2018 (spring) stage.

In the past two years, we have concentrated on the combination of design and commerce. There is no other platform in China.

Just like

2018 (spring), the head of the design power exhibition area said: "the design strength exhibition area is a precise and efficient ordering platform specially designed for the original designer's brand and studio at home and abroad, butting retail channels and brand buyers."

In the eyes of many people, designer brands are in the golden stage of development in China. Under the huge market opportunities brought by the upgrading of consumption, every designer who has original dream is eager to make his mark in this emerging market.

And for

and

SHOWROOM platform, to help these original brands from personality to the completion of commercial landing, is their value.

To this end, they invariably set their sights on the CHIC2018 (spring) exhibition.

HIVE showroom

Phoenix Tree

"

It is the largest and most representative clothing exhibition in China and the world. On the one hand, we hope to get more customer resources. On the other hand, we hope to get more promotion and exposure so that more excellent designers can understand us and increase cooperation opportunities.

HIVE general manager Zhao Chuanjiang said.

According to his disclosure, HIVE will select about 10 of the most commercial brands from nearly 500 cooperative brands, and "every one will let the guests shine."

And in order to ensure the effect of commercial docking, they require the number of exhibitors brand each series of not less than 40 sets.

Founded in 2016, there are more than 1000 designer brands, and this will bring 8 brands to the exhibition.

According to Xu Yunlong, a marketing partner of Indus China, "in the middle and high-end brands, besides clothing, there are brands of accessories such as hats and bags."

Of course, the commercial value of CHIC is more than HIVE and Indus, and more original designer brands and platforms will bloom on the stage of CHIC2018 (spring). In March, the "design power" exhibition area will create the most historical volume, so that fashion circles can see a "design force" after "subversion".

It will promote and display the most dynamic young fashion and lifestyle brands in the Chinese market, as well as the most potential and appealing young designer brands and Chinese fashion culture.

After experiencing the wind of Japan and South Korea and Europe and the United States, we finally welcomed the era of exporting China's design.

From this point, we can get a glimpse of one or two from HIVE.

According to Zhao Chuanjiang, HIVE's cooperation projects are divided into two parts: one is "walk in": to bring the designer brand abroad to China, and two to "go out": to bring outstanding designers in China to the world.

Judging from the number of cooperative brands, we still focus on European brands, but "we only started to discover Chinese designer brands last year, although there are only more than 20 brands that are currently co operating, but we have fewer than 200 contacts and screens."

Last year, HIVE showroom held a FASHION NIGHT in Shanghai, invited famous designers in China, such as Awaylee, CJ Yao, Youppie, Museum of Friendship, etc., and invited the first appearance of China's international brands, such as "Act,", "and", etc. to provide more opportunities for buyers to come into contact with the most creative new fashion brands at home and abroad.

Compared with HIVE, Chinese designer brand occupies a higher proportion. The category also includes clothing, clothing, household products, creative ornaments, and fine arts.

"Now is the era of creativity and prosperity, and the innovation of garment industry reflects the culture of a country and a nation."

Xu Yunlong said so.

From a young age, young people's personalized needs are increasingly strong. They also need platforms to gather more brands and more styles.

"The future Chinese garment industry will need more design elements and more original spirit.

Therefore, we attach great importance to cooperative brand design and R & D capability.

From the brand style of phoenix tree, there are many minimalist and avant-garde costumes, and even a designer who specializes in designing beggars.

"This is the best era, and this is the worst of times". It is no mistake to describe Dickens's current design environment in China.

On the one hand, the upgrading of the middle class consumption created unprecedented business opportunities for designers and brands. On the other hand, most of the independent designers were lack of professional knowledge such as supply chain, marketing, brand promotion and so on at the early stage of the outbreak of personalized demand, and it was difficult to obtain orders or financial support, which led to the slow development of Chinese original brands.

"This is an era of shouting slogans."

Zhao Chuanjiang is so critical of the original design.

Everyone expects that when the draught is coming, we can earn a place for ourselves with loud slogans. But the brands that are really well done are always the ones in Pyramid.

"What HIVE wants to do is to find an original way that really promotes the entire garment industry and meets the market demand."

Zhao Chuanjiang said, "we have ports and channels to provide sales, better shops and customer resources, and professional PR teams and supply chain systems. It is much easier and faster to cooperate with us than designers."

Indeed, in a changing and diversified market environment, opportunities are everywhere, but they are also fleeting. Not every designer has the ability to hold it in his hands. From "works" to "commodities", the "routine" is probably not simply "shouting slogans".

Even HIVE has gone through some detours in the process of exploring the business landing.

"Early HIVE did the traditional buyer shop, but we soon found that the market capacity of Chinese buyer shops was very small and the development speed was slow.

So later, relying on the channel resources of Guangzhou's red cotton international fashion city, we selected about 20% of the high-end customers from the previous wholesalers and retailers to supply them with designer brand products.

After adjusting the sales direction, HIVE took seven or eight times as much as a year.

The parasol tree turned its attention to the integration of online and offline businesses. With strong industrial resources support, it built an efficient and accurate D2B+OAO resource sharing cloud service platform for designers, businesses and buyers.

Some products of Indus China:

Vichy color

Vichy color

Vichy color

Finger Art Pavilion

Finger Art Pavilion

Finger Art Pavilion

"Everyone has seen the great potential of original design, but the road to success is doomed to be crowded. Whether it is designer brand or original design platform, successful people must be able to bring real value to users."

Xu Yunlong used a case to illustrate the value of the platform. "We have a designer Vichy brand that has been a designer for a long time. In 2017, we took it to over ten events, and we had more than millions of orders, including cooperation with the commercial brands such as the red bean group.

Most importantly, through cooperation, their thinking has changed and is no longer confined to the Guangzhou market. Instead, they choose to take the initiative to get to know the real market demand.

"Sometimes the sky is sometimes, the earth has the air, the material is beautiful, the work is ingenious, and the four, and then can be good."

This is the expression of craftsmanship in Kao Gong Ji. Until now, it still represents the aesthetic concept of Oriental culture.

The original design of the Chinese fashion industry, after thousands of years of inheritance, is increasingly showing inspiration and resonance after the integration of culture and art. It has both craftsman spirit and self assertion. In March, CHIC, entrenched in the exhibition hall of "design power" of NH Pavilion, will bring more youth, fashion and subversion.

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