China's Advanced Clothing Brand Releases A Commercial Appearance Of "Show"

Interview with Chen Dapeng, vice president of China Fashion Association, "even in the cold war of financial crisis, China's clothing industry still has a healthy heart." A few days ago, Chen Dapeng, Deputy Secretary General of China Textile Industry Association and vice president of China clothing association, said in an interview with our reporter. Chen Dapeng said that based on the good judgement of the fundamentals of China's clothing industry, the crisis is not simply a "disaster". The real Chinese independent brand will regard the challenge as a significant market baptism. It is also in this kind of trials and hardships that with the approaching of China International Clothing and Accessories Fair (CHIC), the issue of "China's senior garment brand" will be unveiled in front of the public. We expect that a series of positive, mature and market oriented brand releases can clearly demonstrate the confidence of Chinese fashion brands in the cold era. In the context of "Chinese style" industrial publishing, "after more than 20 years of accumulation, Chinese clothing brands have sprung up a group of brands with mature commercial characteristics and certain influence in the market. Based on such a realistic basis, the concept of "China's advanced garment brand release" should have its own interpretation. "The more consumer confidence is, the more we need to keep pace with market demand, so that those who are active in the market will get more consumers' recognition." When it comes to the planning motives for the release of China's senior clothing brands, Chen Dapeng, Deputy Secretary General of the China Textile Industry Association and vice president of the China clothing association, told reporters. We can see that in Chen Dapeng's view, the more passive the market performance is, the more active the brand needs to face the market, and the continuous promotion and high-profile appearance. So, what is the issue of "China's senior garment brand" in the context of China's garment industry? The concept of "advanced garments" is the concept of "imported products". What is the Chinese meaning it represents? "How many brands belong to" advanced garments "? Personally, I think "advanced" is actually a very difficult expression. But one thing is for sure, the design brand promotes the industrial mass brand. The emergence of advanced garment brands will promote the overall upgrading of China's garment industry. In particular, in the moment, a number of brands in China's apparel industry have emerged, which are accurate positioning, product development, market access and brand system improvement. They have become the representatives of China's senior apparel brands. Chen Dapeng said. In the interview, Chen Dapeng picked up a report on the desk, and the main content of the report was about the preliminary statistics of the Chinese independent original clothing brand opening overseas stores. The statistical report is still in the process of writing, but one of the most obvious conclusions is that more and more Chinese clothing brands are coming out of the country and extending their mature business tentacles to overseas markets. The combination of "Chinese design" and "made in China" enhances the self-confidence of Chinese clothing brands. Chen Dapeng believes that the orderly intervention and expansion of overseas markets is also a significant symbol of the maturity of Chinese clothing brands. On the other hand, as China enters a moderately prosperous society, the proportion of the middle class increases, and the trend of consumption tends to be fragmented. In terms of dressing, special classes have different consumption needs. First tier cities and some second tier cities already have the conditions of advanced clothing for consumer brands. "In the next 5 to 10 years, China's original brands will be accelerated through the market shuffling, and 10 to 20 years, China's clothing brands will be integrated into the global brand pattern, and the pace of internationalization will be greatly accelerated." Based on the performance and potential of China's clothing brand in the external export market, Chen Dapeng predicted that the concept of "China's advanced garment brand" has already had an objective basis. Mature brands, assisted by mature commercial forms and released at a high level, will provide a new perspective for the overall upgrading of China's garment industry. It should highlight the "market" character. "China's senior apparel brand publishing is trying to show what the market is selling and what the market will show in the show. In addition, the "right" people will also be an important sign for China's advanced garment brands to focus on market demand and emphasize business. In Chen Dapeng's view, "one of the most publicized characters of China's advanced clothing brand" is its "market attribute". "The first problem to be solved for a successful Chinese top garment brand is" show what. " Chen Dapeng said, "the difference between the release of China's senior clothing brand" and the designer's release is that it advocates: what to sell in the "store", what to show in the show. In the release of garment series, the release of design concept is only part of it. The core of the release is still the presentation of market demand, so as to guide consumers to deepen brand recognition effect. Based on this concept, Chen Dapeng hopes that the scene of "China's advanced clothing brand distribution" must be those products that are accessible at the terminal channel. In this way, businessmen can better understand the brand positioning and innovation orientation, so as to achieve effective communication with brand dealers. To solve the problem of "show what", we must pay more attention to the question of "who should be invited". "This time, the test is the organizers'" skill ". "The most important thing is business." In Chen Dapeng's view, upgrading the overall level of China's clothing industry should avoid falling into the misunderstanding of the concept of "advanced clothing brand release". The "operation mode" with strong commercial flavour is the essence of the release of China's advanced clothing brands. The core link is the professional purchasing organization. Let professional buyers see the latest trend in the first time and the first place, which will help them make relatively reasonable purchasing decisions in the future. It is very important to release the "good combination" of China's advanced clothing brands, which includes the combination of China's advanced clothing brand, the integration of CHIC static exhibition and release show resources, and the effective demand between merchants and brands through more detailed services. Chen Dapeng said that in order to further guarantee the overall level of China's advanced garment brand release and highlight the market characteristics of the release show, we should consider setting up an access standard. According to the disclosure, the China clothing association plans to set up a qualification examination committee to examine the registration enterprises. The intention of the organizers is that "a combination" of a qualified brand group will make the issue of China's advanced clothing brand worthy of the name. "We will first make a comprehensive consideration of brand awareness, reputation and the overall brand operation system." Chen Dapeng said, "all brands are selected in the market. At the same time, we will carefully observe the market trend of these brands, analyze the brand performance of different levels in the market, invite some brands with mature business operation characteristics to join them, and how to promote the resource interaction between CHIC static exhibition and advanced clothing brand publishing has become a top priority for the organizers to consider the wisdom of "combination". According to Chen Dapeng, it is estimated that there will be more than 200 thousand people's CHIC2009 traffic volume, including a large number of professional spectators and strong media attention, including representatives from various provinces and cities, provincial agents and wholesale markets. In view of the fact that the 2009 China senior clothing brand launch activities are in line with CHIC2009 in the same period, the organizers will actively mobilize the key database resources of VIP merchants club in view of the positioning needs of the brand itself, and create a more practical "on-site promotion" and "product promotion conference". According to another report, another highlight of this year's issue of China's senior garment brands is that the organizers will set up a hundred people observation group. Besides core business's participation, core media and core fashion people will also become members of the China's senior apparel brand series. At that time, a more focused "professional interaction" will lead to a more effective commercial effect and brand effect. The "deepening" service mode will enable Chinese advanced garment brands to help enterprises complete effective marketing channels, acquire and exchange market information, and get inspiration from other brand management concepts. Chen Dapeng said, "clothes need to be put out. I believe that everything around the "market demand" planning and design, China's senior clothing brand release will become an important tool for the brand to achieve business value.