See how the clothing industry exhibition changed

In 2013, there was no fundamental change in the macro economy, and the economic environment was still fluctuating. Facing this situation, in an industry conference, Zhang Yanxi, vice president of the China National Textile and Apparel Federation, said: “The market is not good, but companies cannot control it. But how to open up the market, the apparel industry can make a difference.”

If we ask: What is the biggest change in the apparel industry in 2013?

People in the apparel industry have answered the following questions: Channel changes.

For 2013, the biggest hot topic in the apparel industry: channel change. Clothing brands and channel operators have their own feelings. The channel construction in the apparel industry has always been a key link for garment companies or operators. In the garment industry today, whoever has the advantage of the channel, whoever can win the market as soon as possible. However, the traditional marketing model, such as the franchising, self-operating and other physical store operation modes, has gradually lost its advantages under the market competition mode. The mainstream operating mode of the apparel industry faces many problems such as high operating costs, poor information, and failure to achieve a highly unified brand image, which restricts the development of the company. Under such circumstances, many garment companies or operators are pondering over to explore a channel construction model that is more suitable for the market and enterprises to complete the mission of the company's development and growth. The e-commerce has attracted the attention of traditional garment companies with its rapidly expanding market charm.

Yang Dazhao, a well-known expert in the apparel industry, said when talking about tradition and e-commerce: In the future, traditional channels must change to develop with the development of the times. He believes that in the future, sales in physical stores should reflect on how to use the mobile Internet, how to use big data, and how to use cloud computing technologies. The traditional clothing industry is constantly thinking and trying to make multi-channel solutions become a choice for many companies in the apparel industry.

We cannot deny that the reasons for the change in the channels are: the network and e-commerce.

On the consumer level, online shopping has become one of the popular shopping methods. A survey report recently released by the independent retail analyst organization in the UK predicts that under the impact of online shopping, by 2018, more than 20% of stores in the UK will close down.

Professor Joshua Banfield, founder of the Retail Research Center, said in the report that more and more Britons visit the store instead of shopping. At present, according to statistics, the cost of online shopping for British consumers accounts for 12.7% of the total consumption, and it is predicted that by 2018, this proportion will increase to at least 22%. The news from the United States is that in the first quarter of 2013, e-commerce consumption accounted for 10.6% of consumer free spending, a record high. Consumers spent 50.2 billion U.S. dollars through pc online shopping, which represented the year-on-year growth for the 14th consecutive quarter. Shopping through mobile devices costs 5.9 billion U.S. dollars. Such a huge amount of data stimulates the nerves that companies aspire to profit.

In the face of e-commerce attacks, how is China's retail market? China's online sales data in 2012 was also amazing. Tmall, Jingdong Mall, Tencent b2c, Amazon China, Dangdang.com, Vipshop, No. 1 store, Vanke The total sales volume of the products was 345.96 billion yuan, and the average growth rate of online sales reached 134.1%. Among them, the sales volume of Tmall is 210 billion yuan. Correspondingly, the 2013 “China Retail Industry Development Report” issued by the Ministry of Commerce pointed out that the current traditional retail industry is facing problems such as rising costs and declining sales, and it is urgent to adjust the logic of strategic operations to explore the development of the Internet era. New business model.

All kinds of data show the strong development momentum of online sales, and it is precisely because of the rapid development of online sales and many obstacles in the traditional mainstream channels that have led to the inevitable changes in the brand enterprise channel. The change of channels is undoubtedly an important change in the apparel industry in 2013. With this change, how does a clothing company find a solution that suits itself? This is a question that companies are thinking about this year. Perhaps, diversified channel business model is the best solution that the company finds at present.

When companies face the same economic environment and similar development stages and have similar problems, we say that this is a turning point in the transformation and upgrading period of the industry. How to lead the industry out of the puzzle and get out of a new world, industry associations should play a great role in inspiration and guidance at this time. Chic, founded by the China Garment Association, has become a platform for the association to inspire apparel companies and cause hot topics in the industry.

The chic exhibition that ended in the first half of 2013 had its own uniqueness in reflecting the industry's hot topics and seeking solutions. In the interview with the vice general manager of Fashion Bo Exhibition International Exhibition Co., Ltd., Wang Fang said: “The highlight of chic must be the industry's hot spot. The changes in the industry reflect the key words, key events, key trends, and inspirations of the industry's market, and nowadays apparel brand companies are looking for their own diversified development roads in the face of a more diverse and uncertain external environment. Chic hopes to provide a diversified environment for garment enterprises to adapt to the diversified atmosphere of this industry environment.Chic hopes that exhibitors and viewers can absorb the knowledge, information, new high-tech applications, etc. they need. Its own solutions, such as the network, buyers, e-commerce brands, e-commerce platforms, multi-brand integrated stores, and other new and varied experiences, highlight the highlights of the chic exhibition, which is the brand's needs and the direction that commercial channels are exploring. ”

Faced with diversified changes in channels, Chic, which has always been known as the industry leader, has adjusted its direction in response to new changes. Wang Fang replied, “Indeed, this year's largest industry changes when channels change. The rise of networks and e-commerce, The development of multi-brand integrated stores and changes in department store business led to the brand channel model no longer being dominated by dealers, agents, and direct sales, and now the channels for brand sales are more diverse. Brand service, the brand's channels have changed, and the exhibition will be adjusted accordingly. 2014chic will display multiple choices and solutions in the channel section. In addition to the department stores and agents in the past, they will join new formats. Including shopping mall, e-commerce, multi-brand integrated stores, buyers, etc., to make channels more diverse, brands can have more choices."

Wang Fang also said that the diversified channel model is the direction of the future chic exhibition adjustment, chic's most abundant resources are buyers and multi-brand stores, and there are also strong partners in the shopping mall channel, chic build the exhibition platform, It is hoped that various channels will be able to conduct more exchanges here, and more representatives and operators in the channel area will be able to communicate smoothly and learn from each other for common development. And chic can provide these channels with the opportunity to meet with the brand, so that the channel can also have more gains.

What kind of exhibition service "industry" the industry needs is undoubtedly the biggest role of the exhibition. Firstly, the clothing exhibition should be able to realize the purpose of information transmission and information exchange so that exhibitors and visitors can share information on certain substances and cultural exchanges. In the process of participating in the exhibition, information useful to them can be collected to adjust the pace of development and adapt to the environment. Change to achieve business development goals. Second, clothing exhibitions should not only achieve business but also provide professional visitors with more choices of collaborators. It has also played a role in promoting the exchange of production technologies, promoting the promotion of new technologies in the apparel industry and creating new competition in the industry. The exhibition should also play a role in the adjustment of industrial structure and play an important role in promoting the optimization of the economic structure of the industry. The clothing exhibition brings together the garment companies, allowing companies in the same industry to see each other's gaps and enable companies to make timely adjustments. Finally, the clothing exhibition is conducive to deepening the division of labor and cooperation between different countries and regions, providing opportunities for cross-regional, cross-industry, and cross-border exchanges of knowledge, information, and technology, laying the foundation for China becoming a fashion powerhouse.

In the face of changing industries, how to respond? This is the company's greatest concern. As an exhibition for major events in the industry, what can be done for companies seeking answers? This is the question that various exhibitions need to answer.

As an industry gathering activity, the exhibition brings opportunities for companies in the same industry to gather. And gathering means the exchange of information. This is indeed an information platform for solving industry problems. Wang Fang said that many new initiatives in the 2013 chic exhibition were recognized by exhibitors. The 2013chic exhibition gathered a number of related exhibitors and brands on the hot issues of industry development, and jointly sought development direction with the brands. 2013chic organized the men's high-end customized exhibition area. Under the framework of men's high-level customization, many men's high-end customized brands and suppliers were attracted. Exhibitors not only exhibited but also exchanged ideas. This form became the highlight of the exhibition. Men's advanced customization is the development direction of many men's brands. Chic has gathered companies that are interested in the development of men's high-end customization to form a very good synergy and industry development opportunity. The concept of advanced customization can still be seen and discussed in the industry media after half an year. From this phenomenon, it can be seen that the influence of the chic on leading the development of the industry is very impressive, and it is obvious that it has inspired the industry. Chic is committed to working with companies to face issues and solve industry development problems.

In the apparel industry, there are many exhibitions in one year. The orientation of each exhibition is different. In addition to the chic exhibition, there are many subdivided exhibitions have been recognized in the apparel market segment companies in the industry, such as the Shenzhen Fair. Shanghai's infant and child exhibition, Shanghai's Fabric Home Textiles Fair and so on, all play a role in promoting the development of the industry. In addition to these sub-divisions, there are many comprehensive exhibitions. How to differentiate with other exhibitions, chic's answer is confident and affirmative. When Wang Fang talked about differentiation, he first talked about the positioning of chic, and she said: “Although chic has always had its own unique core concept and positioning, chic is an international first-class business platform for clothing brand promotion, market development, and wealth creation; Chic is a fashion platform with the most fashionable experience, the most cutting-edge and trend-setting, the most creative and cross-industry inspiration. Chic has become a highly influential communication platform for global apparel brands to share and acquire the necessary information and resources. To build a world-class, most influential and communication brand fashion show, and to create a highly professional service-oriented commercial brand, chic has always been a leading figure in fashion and healthy lifestyle, and chic is always the brand's sustainable development and market development. The full integration of resources; chic is always an excellent provider of high-end, professional, humane services and effective solutions."

She also mentioned that looking around the national exhibition did not locate the same exhibition as chic, and now the market segment exhibitions are frequently launched, and some are also very successful. Chic also see these changes, but chic will insist on their own positioning, chic positioning its own specific uniqueness and differentiation, in the current market environment and pattern, chic's choice is to adhere to the original chic positioning, to firmly walk The road. And will change with the development of the industry under the same position, chic will not adjust and change themselves at this stage.

Continuing in 2013, the Chinese apparel industry is facing the biggest test period in the development process for more than 30 years. The apparel industry is facing a complicated economic environment. In 2012, the apparel industry has experienced various kinds of endeavors. The "not easy", but in any case, China's garment industry will exceed this stage and eventually move toward a new stage of development.