Poor Investment And Less Professional &Nbsp; Underwear Exhibition From Prosperity To Decline.

As textiles and garments

In China, underwear has developed into a relatively mature industry. The professional exhibition accompanying it has not grown rapidly with the rapid development of the underwear industry. On the contrary, dozens of professional underwear exhibitions every year seem to have begun to decline several years ago. At least, the scene of people's accumulation in the exhibition period has been hard to trace.

Underwear exhibition from prosperity to decline

In March 2004, the Shanghai intermediate needle fair, the exhibition hall was full of people, and the exhibitors sent the information bags to the audience so that they could fit in a single person and carry out the joint performances of the southern giants, north polar fabrics, Ting Mei, three guns and Kangnai. The scale, momentum and influence of the exhibition can be said to be unprecedented.

Since 2006, the big names like Adam, Ordifen and so on have begun to be difficult to find in many exhibitions. In addition, the retreat of leading companies such as Shui Hua and an Li Fang has made a lot of headlines for many professional underwear exhibitions.

The number of exhibitors in the underwear industry, the number of exhibitors, and the number of visitors declined because of the venue and venue restrictions. The popularity of the second Shenzhen underwear exhibition began to fade in the morning. The International Knitting Trade Fair held in Shanghai once appeared an embarrassing phenomenon that the number of exhibitors was more than that of the audience. In September of the same year, the name of the "China needle cotton trade fair" was missing, which was renamed the "China International Textile Fair and the China International Hotel Textile Expo". In 2008, it was attracted by the domestic and foreign "textile needle show" and the textile and fashion exhibition during the Canton Fair. Look back at 2007, the first major exhibition in the industry.

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The investment effect of the exhibition is not obvious.

The success of an exhibition needs to be comprehensively measured from the scale, grade, quantity and number of professional audiences.

With the further maturity of industry and brand, a few years ago, dozens of lingerie exhibitions held in big cities such as Beijing, Shanghai, Guangzhou, Qingdao and so on, most of them were not hot or cold, but perhaps they were just booing.

China's underwear industry is mainly distributed in the Pearl River Delta and Yangtze River Delta region, mainly in Guangdong and Jiangsu and Zhejiang provinces, while Chengdu and Beijing are key cities, but there is no obvious underwear industry or processing cluster.

Now there are too many underwear exhibitions. Apart from the larger exhibitions in Beijing, Shanghai, Guangzhou and other places, all kinds of underwear exhibition centers in Yiwu, Foshan, Shenzhen, Haining, Quanzhou and so on can often be seen.

Lingerie show is no longer a novelty. Many of them are already numb.

The industry circle is so large, so many exhibitions are held, which not only diverted the professional crowd but also diluted the desire to participate in the exhibition.

Moreover, to attend a fair exhibition, manufacturers often have to pay a lot of money.

Although exhibitors have some publicity effect, the total input output ratio is obviously not very satisfactory.

For underwear enterprises, an exhibition may even cost some companies a year's publicity.

Therefore, some manufacturers, even if they want to join, are powerless.

"Now there are too many underwear exhibitions. Many experienced big companies know how to participate selectively. Many of the small brands we just started do not know where to start. So many exhibitions every year, they simply can't run away, and they have the energy to do OEM or inviting themselves."

An underwear brand owner in Guangdong said.

Professionalism is questioned.

Had to make a change; Guangzhou's exhibition company vowed to prepare the Guangzhou international fashion brand lingerie exhibition, and its plan was aborted because of the hard investment. In 2007, the first Sichuan Chengdu international brand underwear exhibition was launched on the day before, and the underwear exhibitors traveled far and wide, but only ten enterprises were seen. As a whole, the contractors of the exhibition were all empty. Many brands were hoping to open up a good market in the west of China. At the end of October, the third Shanghai international fashion lingerie exhibition held in Shanghai, although the media was boasting about the success of the exhibition, we saw that there were fewer international famous brands, and most of the lingerie dealers in the country did not know the details of the exhibition. The knitting exposition held in Yiwu in 2006 was rather depressing and cold.

Lingerie exhibitions continue to be called well, so that similar exhibitions in 2008 are also in an awkward situation.

Northern underwear brand owner Li Hongbin said such a thing: he traveled far from northeast to Guangdong to attend an international underwear fair. He thought it was a very professional exhibition. It was a great opportunity to promote the product. However, when he arrived at the exhibition hall, he found that there was a multifarious Exhibition "big platter". The four or five irrelevant exhibitions were held together, the scenes were deserted, and the number of visitors was even numbered.

He said: "underwear is a traditional industry, but in recent years, new developments and new changes have taken place. Many exhibitions want to have a share, which has led to the professional exhibition of underwear is not professional, and international exhibitions are not international.

Even if there are good exhibitions in the future, we have to consider whether we will participate.

Such an exhibition is not only a waste of money, energy, but also a waste of feelings.

Many underwear brand leaders believe that the success of the exhibition depends largely on the planning and investment capacity of the contractors.

"If the exhibition company has considerable planning and investment capabilities, this means that the exhibition has been half successful.

Most foreign exhibitions and domestic influential exhibitions are co operated with large foreign exhibition companies such as Germany and Singapore, because these exhibition companies have strong planning and investment capabilities; most of the exhibition companies holding underwears professional exhibitions in China are small and medium-sized enterprises, and their planning and investment capabilities are quite weak.

Therefore, it is quite difficult to hold a successful exhibition at present. "

The person in charge of a well-known underwear brand in China said this.