Editor's note: With 20 years of development, China's clothing market has become increasingly strong, and strong market demand has also spawned the rapid rise and maturity of Chinese casual wear brands, and more and more casual wearers are focusing on CHIC. I hope to stage the exciting repertoire of China's casual wear brand.
Twenty years ago, a newborn baby colored the quiet Chinese clothes. Twenty years later, she became a young girl and she brought the clothing brands from all over the world to China. Looking back at the China International Clothing & Accessories Expo (CHIC) for 20 years, Fanghua has always made many people feel as clear as yesterday, but it is still tempting, and the constant changes during the period also glance at the development of the entire apparel industry.
20 years have been too long for human life. Industry veterans who had been with CHIC for more than two decades now have white hair. In their eyes, that once young child has now opened up men’s clothing. Women's wear, casual wear, children's wear, etc., have too many categories, and casual wear, one of the most important genres, has been popular in the world in recent years, but it has rapidly occupied the mainstream in China's clothing consumer market. The dark horse is amazing.
A dark horse called Fujian to talk about Chinese casual wear, will have to say Fujian.
This economically prosperous southeast coastal province has gathered many well-known domestic casual wear brands, and let casual wear out of the country, writing China's name in the international market. When we think of the once-worn casual wear, we can't help but say that 2003 was plagued by SARS. That year, CHIC witnessed the rise of leisure and leisure apparel forces in casual wear in Fujian. The leader of this power was Zhou Shaoxiong, who was the president of the Quanzhou Chamber of Commerce and the president of the Septwolves Group, and the most prolific person of the CHIC that year.
Before the CHIC in 2003, Fujian casual wear was notoriously famous, but it had been lacking a national development platform. Although individual brands also participated in the CHIC for many years, they were restricted by the limited influence of the region in the country. Individual brands could not be maximized. Highlight their own. Therefore, in 2003, Zhou Shaoxiong led the Fujian Leisure Corps to the north and organized a delegation to participate in the CHIC. This created a situation in which Fujian clothing forces in recent years “ran rampant†in China. And that year's CHIC also lived up to expectations, providing an excellent platform for growth for this group of Fujian people.
In 2003 CHIC, Fujian's leisure forces took the theme of “Shishi, Times, and Fashion†as the theme of “China's Casual Wear Famous City – Shishi Featured Promotion Dayâ€. The main focus was Shishi apparel plate, integrating Shishi, Jinjiang and Quanzhou. The apparel segment formed by the three clothing brands succeeded in introducing the concept of casual men's brand capital on the nationwide big stage of CHIC, and quickly expanded to the national apparel market with this exhibition.
In this regard, Zhou Shaoxiong has clearly explained the significance of this group: "The greatest advantage is that it can increase the clustering effect and increase bright spots. It highlights the rise of Fujian forces."
From a certain point of view, Fujian's leisure forces have laid their national status as a whole since 2003 CHIC. As the cooperative city of CHIC2003, Quanzhou, Fujian's leisure forces collectively debuted in Quanzhou and Shishi districts. More than 30 companies participated in the event and occupied more than 200 booths, covering a quarter of the leisure display area. Such a huge pavilion with a unified image will only have one purpose - to seek a broader space for development.
“With the increasing scale of exhibitions, the gathering of domestic first-rate brands and well-known foreign brands, CHIC has always been an important gathering for the garment industry in China and even the world.†Zhou Shaoxiong said then.
Calendar turned to 2005, many domestic clothing brands began to take a multi-brand strategy, a group of men and women dress brands have developed their own casual wear deputy license, a time the domestic market, many casual wear brand complex, casual wear surface momentum strong , but behind it is also hiding the slightest crisis. In the field of sportswear, although the series of apparels for golf and marine sports exhibited at the CHIC show from 2004 to 2005 were popular, there may be a limited number of audiences. By 2006, the two series of apparel products began. With the decline, the casual wear market is also facing a reshuffle.
After the shuffle, the thinking is even clearer Although business casual wear still maintained its original market share in 2006, the proportion of maintaining market share has undergone subtle changes. The sales of commercial casual wear of one type of shopping mall in first-tier cities began to decline, while those of second-grade and third-type shopping malls or second-tier cities had an upward trend. Because the style of business casual wear is not diversified, consumers' purchase behavior is reduced, which makes the high-end consumer layer gradually abandon the domestic brands, and to pursue foreign brands, coupled with the second-tier brands of foreign first-class enterprises to enter China, design concept, brand value It is far higher than domestic brands, and it is accepted by consumers at the price point, thus gaining the favor of domestic high-end consumers. In the second-tier shopping malls in second-tier cities, consumers with a certain economic base appear to be catching up with domestic business casual products. It is precisely because of this rise that business casual products still maintain their original market share.
After years of baptism in the market, some casual clothing companies began to sort out their internal management. They were more pragmatic, they were clear what they wanted, they needed to have an advantage in consulting companies to cooperate with themselves, and they focused more on using the brain to change the company. The status quo of the business in order to achieve long-term development planning.
The Beijing 2008 Olympic Games gave the Chinese garment industry an excellent opportunity for development. The sports equipment industry is doing its best. Some apparel companies are well versed in the way of sports marketing and have given other Chinese apparel companies the role of role models in participating in the depth and breadth of the Olympic economy. The performances of Chinese clothing companies such as Heng Yuanxiang and Li Ning in the Olympic Games demonstrated the demeanor of Chinese apparel companies and successfully carried out an “Olympic Public Relations†for the establishment of a global brand image.
In that year, Li Ning Group succeeded in using the integrated marketing strategy of the Beijing Olympic Games opportunity to enhance the consumers' awareness of the Li Ning brand. Li Xiaoning spokesperson Zhang Xiaoyan also said: “At present, 99% of the company's performance is still created in the domestic market.†At that time, Zhang Xiaoyan once stated that by 2013, the company’s work focus will still be on the domestic market, but it will increase. Research and exploration in foreign markets began to proceed with internationalization.
Thanks to this trend, the theme of the fashion movement is also very eye-catching at CHIC2008. Brands such as "PONY", "Hongxing Erke", "ACUPUNCTURE", and "CINNAMON" have also started "Olympic sprints," and many leisure brands have started their own new ones. A round of journeys.
20 years of development has made China’s clothing market increasingly powerful, and strong market demand has also given rise to the rapid rise and maturity of Chinese casual wear brands. More and more casual wearers are focusing on CHIC and hope to stage China. Casual brand with exciting repertoire. In the continuous improvement every year, there have also been significant changes in the leisure wear area of ​​CHIC: business casual, golf, fashion and leisure, denim, fashion sports, youth and leisure... The subdivided casual wear area is like once a year. The annual show will surprise costumes from all over the world to visit, exhibit, and reference.
In 2012, the CHIC leisure exhibition area has ushered in a mix of classics and leisure styles, and the interpretation of street style. The 11,000-square-meter casual wear area is based on the theme of “free by me†and is divided into “classic leisure area†and “dynamic areaâ€. â€, “fashion outdoor areaâ€, “fashion denim area†4 special areas. While bringing together the most dynamic casual wear brands at home and abroad, while presenting the classic mainstream casual wear, it has also introduced street fashion, denim and fashion outdoor brands to present the fashion attitude and lifestyle of the current mainstream consumer groups. Matters Bonwe, Mark Waffy, Bingo, Willan West, Bin Yino, Dusty, Easyoga, Gallop and other brands will participate in this event. Visitors to the casual wear area can fully experience the “freedom for me†feel.
Twenty years ago, a newborn baby colored the quiet Chinese clothes. Twenty years later, she became a young girl and she brought the clothing brands from all over the world to China. Looking back at the China International Clothing & Accessories Expo (CHIC) for 20 years, Fanghua has always made many people feel as clear as yesterday, but it is still tempting, and the constant changes during the period also glance at the development of the entire apparel industry.
20 years have been too long for human life. Industry veterans who had been with CHIC for more than two decades now have white hair. In their eyes, that once young child has now opened up men’s clothing. Women's wear, casual wear, children's wear, etc., have too many categories, and casual wear, one of the most important genres, has been popular in the world in recent years, but it has rapidly occupied the mainstream in China's clothing consumer market. The dark horse is amazing.
A dark horse called Fujian to talk about Chinese casual wear, will have to say Fujian.
This economically prosperous southeast coastal province has gathered many well-known domestic casual wear brands, and let casual wear out of the country, writing China's name in the international market. When we think of the once-worn casual wear, we can't help but say that 2003 was plagued by SARS. That year, CHIC witnessed the rise of leisure and leisure apparel forces in casual wear in Fujian. The leader of this power was Zhou Shaoxiong, who was the president of the Quanzhou Chamber of Commerce and the president of the Septwolves Group, and the most prolific person of the CHIC that year.
Before the CHIC in 2003, Fujian casual wear was notoriously famous, but it had been lacking a national development platform. Although individual brands also participated in the CHIC for many years, they were restricted by the limited influence of the region in the country. Individual brands could not be maximized. Highlight their own. Therefore, in 2003, Zhou Shaoxiong led the Fujian Leisure Corps to the north and organized a delegation to participate in the CHIC. This created a situation in which Fujian clothing forces in recent years “ran rampant†in China. And that year's CHIC also lived up to expectations, providing an excellent platform for growth for this group of Fujian people.
In 2003 CHIC, Fujian's leisure forces took the theme of “Shishi, Times, and Fashion†as the theme of “China's Casual Wear Famous City – Shishi Featured Promotion Dayâ€. The main focus was Shishi apparel plate, integrating Shishi, Jinjiang and Quanzhou. The apparel segment formed by the three clothing brands succeeded in introducing the concept of casual men's brand capital on the nationwide big stage of CHIC, and quickly expanded to the national apparel market with this exhibition.
In this regard, Zhou Shaoxiong has clearly explained the significance of this group: "The greatest advantage is that it can increase the clustering effect and increase bright spots. It highlights the rise of Fujian forces."
From a certain point of view, Fujian's leisure forces have laid their national status as a whole since 2003 CHIC. As the cooperative city of CHIC2003, Quanzhou, Fujian's leisure forces collectively debuted in Quanzhou and Shishi districts. More than 30 companies participated in the event and occupied more than 200 booths, covering a quarter of the leisure display area. Such a huge pavilion with a unified image will only have one purpose - to seek a broader space for development.
“With the increasing scale of exhibitions, the gathering of domestic first-rate brands and well-known foreign brands, CHIC has always been an important gathering for the garment industry in China and even the world.†Zhou Shaoxiong said then.
Calendar turned to 2005, many domestic clothing brands began to take a multi-brand strategy, a group of men and women dress brands have developed their own casual wear deputy license, a time the domestic market, many casual wear brand complex, casual wear surface momentum strong , but behind it is also hiding the slightest crisis. In the field of sportswear, although the series of apparels for golf and marine sports exhibited at the CHIC show from 2004 to 2005 were popular, there may be a limited number of audiences. By 2006, the two series of apparel products began. With the decline, the casual wear market is also facing a reshuffle.
After the shuffle, the thinking is even clearer Although business casual wear still maintained its original market share in 2006, the proportion of maintaining market share has undergone subtle changes. The sales of commercial casual wear of one type of shopping mall in first-tier cities began to decline, while those of second-grade and third-type shopping malls or second-tier cities had an upward trend. Because the style of business casual wear is not diversified, consumers' purchase behavior is reduced, which makes the high-end consumer layer gradually abandon the domestic brands, and to pursue foreign brands, coupled with the second-tier brands of foreign first-class enterprises to enter China, design concept, brand value It is far higher than domestic brands, and it is accepted by consumers at the price point, thus gaining the favor of domestic high-end consumers. In the second-tier shopping malls in second-tier cities, consumers with a certain economic base appear to be catching up with domestic business casual products. It is precisely because of this rise that business casual products still maintain their original market share.
After years of baptism in the market, some casual clothing companies began to sort out their internal management. They were more pragmatic, they were clear what they wanted, they needed to have an advantage in consulting companies to cooperate with themselves, and they focused more on using the brain to change the company. The status quo of the business in order to achieve long-term development planning.
The Beijing 2008 Olympic Games gave the Chinese garment industry an excellent opportunity for development. The sports equipment industry is doing its best. Some apparel companies are well versed in the way of sports marketing and have given other Chinese apparel companies the role of role models in participating in the depth and breadth of the Olympic economy. The performances of Chinese clothing companies such as Heng Yuanxiang and Li Ning in the Olympic Games demonstrated the demeanor of Chinese apparel companies and successfully carried out an “Olympic Public Relations†for the establishment of a global brand image.
In that year, Li Ning Group succeeded in using the integrated marketing strategy of the Beijing Olympic Games opportunity to enhance the consumers' awareness of the Li Ning brand. Li Xiaoning spokesperson Zhang Xiaoyan also said: “At present, 99% of the company's performance is still created in the domestic market.†At that time, Zhang Xiaoyan once stated that by 2013, the company’s work focus will still be on the domestic market, but it will increase. Research and exploration in foreign markets began to proceed with internationalization.
Thanks to this trend, the theme of the fashion movement is also very eye-catching at CHIC2008. Brands such as "PONY", "Hongxing Erke", "ACUPUNCTURE", and "CINNAMON" have also started "Olympic sprints," and many leisure brands have started their own new ones. A round of journeys.
20 years of development has made China’s clothing market increasingly powerful, and strong market demand has also given rise to the rapid rise and maturity of Chinese casual wear brands. More and more casual wearers are focusing on CHIC and hope to stage China. Casual brand with exciting repertoire. In the continuous improvement every year, there have also been significant changes in the leisure wear area of ​​CHIC: business casual, golf, fashion and leisure, denim, fashion sports, youth and leisure... The subdivided casual wear area is like once a year. The annual show will surprise costumes from all over the world to visit, exhibit, and reference.
In 2012, the CHIC leisure exhibition area has ushered in a mix of classics and leisure styles, and the interpretation of street style. The 11,000-square-meter casual wear area is based on the theme of “free by me†and is divided into “classic leisure area†and “dynamic areaâ€. â€, “fashion outdoor areaâ€, “fashion denim area†4 special areas. While bringing together the most dynamic casual wear brands at home and abroad, while presenting the classic mainstream casual wear, it has also introduced street fashion, denim and fashion outdoor brands to present the fashion attitude and lifestyle of the current mainstream consumer groups. Matters Bonwe, Mark Waffy, Bingo, Willan West, Bin Yino, Dusty, Easyoga, Gallop and other brands will participate in this event. Visitors to the casual wear area can fully experience the “freedom for me†feel.
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