20 Years Review Of &Nbsp; CHIC Witness Fashion Change

Founded in 1993. CHIC From a babbling child to the age of 20. Weak crown The growth of the etiquette adults is a history of the development of China's clothing industry, as well as Chinese clothing. fashion The vicissitude of history.

Looking back on the 20 years, CHIC gradually washed away the same year. implicit Introverted or even shyness of the green, has now been out of fashion and decent, with "fashion fan" to describe it can not be too.

In the past 20 years, the exhibitors on the CHIC have changed a lot, and you have come to me this is the rule of this society. But the only thing that remains is the affection of the clothing industry to CHIC. After all, CHIC has enabled many companies to find their own needs on this platform.

In the past 20 years, some of the clothing companies on CHIC have long been out of existence for various reasons, but they can not change the fact that they are involved. They are still the best interpreter on the CHIC stage. We are also pleased to see that CHIC has never lacked dancers. Their progress has made clothing people aware of the fact that CHIC has accumulated enough energy in 20 years, and at least there is still enough heat left. {page_break}

　　 Change of thinking in CHIC20

At the first session of the Eighth National People's Congress in 1993, the fifteen clause of the constitution was amended as "the State practices a socialist market economy". Since then, China's garment industry has taken the "market economy" spring breeze and entered the fast lane of development. It was also in this year that the China International Clothing and Accessories Fair (CHIC) was held for the first time. The national leader Jiang Zemin met with several Western masters such as Valentino, Fei Lei and Pierre Cardin at Zhongnanhai. At the same time, CHIC set up the purpose of "guiding the progress of China's garment industry and promoting the development of China's clothing brand" at the beginning of its founding. Its business function is even heavier. At the same time, the overseas Legion's visit has set off a small climax of the fair trade. According to statistics, the contract amount signed by CHIC1993 only 14 participating enterprises organized by the French women's wear association during the CHIC1993 period is 6 times that of the French women's wear Association in 1992.

CHIC1994 has made a step towards the internationalization process. It has formally put forward the development direction of the Expo, and the concept of internationalization, specialization and standardization has become more prominent. Pierre Cardin entered the Expo two degrees this year, and overseas exhibitors increased further. During CHIC1994, foreign trade orders reached 43 million 925 thousand US dollars.

The degree of specialization of CHIC1995 is more prominent. In those days, the China National Textiles Import and Export Corp organized the Provincial Textile Import and export branches and various sales agents to participate. The China Textile Federation invited the clothing industry to visit the exhibition, and invited invitations from all garment enterprises, clothing administration and management institutions, and national garment colleges and universities to conduct trade negotiations at the Expo. The first three days of the five day fair are open to professional customers only. Officials of the clothing department in Dalian rated that this Expo is more similar than the current one. exposition More professional.

1998CHIC organizer's professional promotion and trade series activities in depth will enable CHIC's organizational function and service system to be more professional and in-depth. For the first time, it will introduce computer statistics to audiences, control the entry of non professional audiences, and make more effective statistics on professional audiences. During this period, CHIC's professionalism, its position in the industry and its international influence were established. CHIC achieved a leapfrog development in the direction of specialization and internationalization.

In 1997, Du Yuzhou, Vice Minister of Ministry of textiles, formally put forward the "three" project (famous teacher, famous brand, famous enterprise), and established the direction of development for Chinese clothing brand strategy. This has a certain performance on CHIC1998, and the desire to display domestic brand image is gradually emerging. Meyer, good bird, and Blue Leopard invariably arranged in the form of metal frame at the top. The layout of the environment light source is orderly, the level is clear, and the modern sense is full. The design of the long span arch door is adopted by the rich man, and the clothing is backed by the wide edge mirror frame. The men and women are divided into two groups to display independently. Enterprises seem to have imported CI design concepts, and the concept of enterprise recognition system has been reflected in the exhibition.

Similarly, in 1998, the first China International Clothing and Accessories Fair (Qiu Dong) was held to meet the needs of different enterprises and different seasons, and obviously highlighted the professionalism of the Expo.

Time enters the new millennium. 2000 CHIC, men's wear and women's wear exhibition is one of the symbols of this CHIC's professionalization level. At this exhibition, men's wear area is more than twice the size of women's clothing area, which is more conducive to the promotion of men's clothing brand image. This measure fully reflects the development status and level of domestic men's clothing enterprises, and also marks the professional operation of CHIC has reached a new height.

More importantly, the brand concept of exhibitors is more firm, and the awareness of creating brand culture is beginning to show. In those days, Xie Qiuhe, a young entrepreneur in Zhuhai, took the two brands of Wiseman WSM and adorable pioneer L&P to the north. He thought CHIC was the best platform to publicize the image of enterprises and brands and expand brand awareness. Liu Shuren, general manager of Wuhan yuan Tian clothing company, said that compared with the 40 franchisees' contracts and about 200000 yuan deposit, he thought that even more importantly, he realized that an excellent clothing brand must have a unique brand culture and a brand marketing way that could make the franchisee profitable. Only in this way can we have a brand culture that can make franchisee profitable, so that we can enhance the confidence of franchisees in business and standardize the operation of the brand so as to make the brand develop rapidly.

From the 2005 CHIC, we can see that the trend of brand differentiation is obvious, and the brand pays more attention to the shaping of culture. The head of the organizing committee said that 2005 is also the third year for CHIC to try to subdivide the major. The aim is to provide exhibitors' exhibitors and spectators better so that business audiences can get a clearer picture of the development and changes of the garment industry and expand the development space of CHIC. In addition to maintaining the professional areas established in the first two years, the two theme pavilions of the cowboy Museum, sports and leisure hall, fashion accessories Museum, Hongkong and Shanshan were added to the market demand, and the exhibition area of children's wear area, leather and fur area was expanded. On this CHIC, Shan Shan set up a Theme Pavilion by itself with a magnificent momentum, bringing its 22 brands to the exhibition site, and showed the practice and business philosophy of Shanshan Group to "multi brand and internationalization". {page_break}

In 2008, CHIC moved again to China International Exhibition Center in Beijing. Brand building, image presentation and cultural interpretation have become the conscious actions of garment enterprises. The organizer will make an analysis and preparation for the brand characteristics and market characteristics of the industry, and encourage the transformation from traditional "unified" exhibition to "personalized" exhibition, helping enterprises make good use of CHIC platform for brand promotion, and embody the unique style of each brand. At the same time, the organizers hold high the banner of "innovation" and take "creativity" as the starting point to match the transformation and upgrading of the industry.

Wang Jinqiao, chairman of the gqipao limited company, proposed the concept of "new Chinese" on CHIC2008. She said that the new Chinese style is "using traditional techniques to perform traditional culture"; the new Chinese style can be very fashionable, fashionable, personalized, and very life, but you can still see it very much in China.

In 2011, the change of CHIC became more and more obvious. The concept and connotation of multi brand operation had surpassed and broke the multi brand management of single category of enterprises. Men's clothing enterprises not only made brand extensions related to men's clothing, but also integrated the clothing and clothing products of men's clothing and children's clothing and other products in the multi brand management strategy system, and even more brand management was no longer a contest tool and development strategy among clothing brand enterprises. Many well-known upstream accessories enterprises and downstream market channel areas also joined the camp of buying or creating clothing brands. Some enterprises are developing the road of multi brands, such as Bosideng, from the single feather down brand to today's multi brand series, spanning many fields such as feather, men's wear, women's wear, children's wear, leisure and so on. Some enterprises pay more attention to the innovation of terminal mode, such as the appearance of SPA as a pioneer, and the charm of fast fashion brand by means of information.

In addition, the building of cultural soft power has become a top priority for the brand. "Jumping out of clothes and making clothes" is a new strategy of the brand, and its focus is the promotion of brand culture. Li Yu Feng, the marketing director of the company, said that on CHIC2011, he showed more about the brand than the product itself.

Looking back on the history of CHIC, we can see that it not only witnessed the gradual growth of China's garment industry, but also found the balance and change between Chinese clothing enterprises in "doing business" and "making brand", and the positive changes of CHIC's own way of doing exhibition.

　　 Slow motion show in CHIC20

Founded in 1993, China International Clothing and Accessories Fair has become a fashion, international and extensive clothing professional exposition. As a dynamic show of the exhibition, it also witnessed the development and change of clothing brand enterprises.

From April 27, 1994 to May 1st, the second CHIC was held in Beijing. The exhibition has set up more than 500 booths, of which more than 300 have been occupied by foreign businessmen. The Hongkong TDC has organized the "East Chengxi" fashion show. The Chinese fashion research and design center and CCTV have jointly launched the "94/" 95 China autumn and winter fashion trend with the theme of "European Association", "advanced class" and "East Territory God boundary". A number of designers' personal performances and various seminars are also held. The dynamic display of CHIC in the first 10 years is mostly based on internal and external integration, which opens a window to the world in the clothing industry.

In the dynamic display of CHIC, for a long time, it was mainly based on concept and performance. The fashion on the T stage went down the T platform and entered the public for a long time. At this time, designers still remain in the state of expressing creativity and self, and are relatively isolated and far from the market.

At that time, Chinese designers always had a lot of worries: they always lacked what they wanted, and led the public to improve their dress and taste, but not to please them. But no matter what, designers at this stage have opened their minds to the international fashion. {page_break}

At this stage, Hongkong designers and Taiwan designers have become the most active protagonists in various fashion activities in mainland China. The designers in Hongkong are mostly educated in western style, and have been adhering to the western design for many years. With the trend of Paris and Milan, they follow suit. Under the double influence of eastern and Western cultures, most of the designers in Hongkong are "making their own way" and have their own unique cognition of the market. The designers in Taiwan seem to be more successful in inheriting Chinese culture. After the rapid economic development, the designers in Taiwan, like Taiwan's literature, music and dance, are more focused on the meticulous depiction of Humanities and mentality and the compatibility with the market. Because of its color, lines and cutting techniques, it caters to the international fashion and integrates Chinese understanding and exertion. It is easier to win the recognition of mainland counterparts.

By the time of CHIC1996, China's famous brand costumes and Chinese fashion designers' display began, China's famous teacher's brand strategy officially stepped on the stage of CHIC. Through CHIC, we will seriously promote the famous brand clothing in China. Since the beginning of this year, we have demonstrated the progress and current situation of China's garment industry, and then made clear the purpose of marching into international brands with team strength. Create famous international brand, push famous designers, through the Expo stage, let Chinese consumers understand their brand, understand their designers.

The most notable activity of the year CHIC1996 was the joint exhibition of seven famous French brands. Dior, Nina, West, Louis, sherry, Louis Fera, Taulant, laruowa, and Engro were the top brands in the world. The show of these brands made the Chinese apparel industry witness the most fashionable fashion for the first time.

By the time of CHIC1998, people began to realize that for every designer, designers are very self, and the market can not be divorced from the market. The commercial nature of clothing is very important. To make garment design should consider the universality of the clothing market, we must also keep the creativity of the clothing, not only to understand the business but also to understand the art. The market demand for the designer is comprehensive. When the industry began to realize this, the Chinese garment industry began to mature.

When the time entered CHIC1999, the Expo was the seventh year. As the last fashion event in the late twentieth Century, CHIC has been developing the brand image, publishing the brand fashion trend and promoting the trade orders of the exhibitors in the process of constantly improving the four basic functions of the tree image, building network, making friends and doing business. The Expo has launched the 99 China fashion tour at the International Conference Center. Mark Chang, Yi Xin Tai, Shun Mei, Ying Tai senior clothing, "classic story", "flower season in Shenzhen", "good day" and lycra elastic fabric and fashion brands have been unveiled. Although viewers are different from each other, they can be regarded as a beautiful scenery of CHIC. And in order to promote trade orders, Henan Luoyang Baima group, jade dragonfly, "Yin Qing" and "Zongyang" clothing launched its own new season clothing special exhibition in the exhibition hall, opening the stage to the market.

After seven years of CHIC training, the basic functions of CHIC1999 have changed greatly. Under the guidance of a more professional and international concept, the Expo has attracted more domestic and foreign exhibitors and trade audiences to participate actively, and has made great achievements in trade. It has provided more market information for exhibitors and trade audiences.

In March 28, 2000, the spotlight of CHIC2000 began in Beijing. During the exhibition, the organizing committee arranged nearly 30 fashion shows at the China International Exhibition Center and Kerry Center. The Eighth China International Clothing and Accessories Fair has had many refreshing static displays, and people's enthusiasm for dynamic display is exceptionally high. More than 20 special CHIC2000 conferences with different brands and different styles are really inspiring. Chinese brands have made great progress in internationalization, branding and marketization.

CHIC2002 the Tenth China International Clothing and accessories fair, the show is still bustling. Wang Xinyuan held a national fashion show on the Zhengyang gate arch of the front gate of Beijing's prosperous commercial district. The big fashion show is the most anticipated product of the designers and enterprises in the industry. It is not only because of Wu Xuewei's name and his cooperation with the whole year, but also because it will represent the fashion trend of leather clothing. Han Po 2002 autumn and winter high fashion show is undoubtedly the most dazzling display of many shows during the CHIC session. Smooth lines, harmonious colors, noble fabrics make people pleasing to the eye. The 20 evening dress designed by Mr. b.michael, the HAILIVES chief designer who is highly praised by the American upper class and Hollywood stars, is the highlight of the entire fashion show. The Hongkong fashion show series has specially contracted the Kerry Center Hotel and launched a special session of 4 days and 14 games. Hongkong TDC has made a lot of efforts. In order to step up publicity efforts, the fashion show signs were placed outside the CHIC exhibition hall to inform passers-by. Fujian's seven wolf's "wolf trail Tianya / people's original color naked show" interprets deconstruction in body language, deduces brand culture with behavior art, and has a unique form of performance called avant-garde. The scene of Mark Wafi's fashion show, the beautiful music, plus the warm and gentle romantic poems by Xu Zhimo, which composed by people, constitute the emotional fashion show. Dramatic plots make the theme of "emotion" run through the whole scene, allowing people to enjoy life through clothing.

CHIC2008, the sixteenth China International Fashion and Accessories Fair was held at the Beijing China International Exhibition Center (New Museum). The first "China senior clothing brand release" upgraded to CHIC show, with 22 games in 3000 square meters double hall, through meticulous organization, to help enterprises invite important businesses and media, and jointly build the brand publishing into a high level "on-site Investment Promotion Conference" and "product promotion conference". "2008-2009 autumn and winter fashion trends released in China" will explain the trend of China's own fashion trend next season to professionals, so as to achieve the goal of gradually leading the fashion trend in China with the trend of Chinese clothing dominant. {page_break}

CHIC2011, the China International Clothing and Fashion Fair has been in its nineteenth year. The three characteristics of Commerce, culture and service are integrated into one. CHIC is undoubtedly the best trade platform for China's garment industry facing the world, or the industry flag that carries the brand building and holding high cultural creativity. The "2011 China clothing distribution" also provides high-quality and convenient publishing space for enterprises. By integrating resources, optimizing structure and rational allocation, it promotes the overall development of the industry and becomes a new trend of Chinese fashion brands. "CHIC Fashion Life Plaza" integrates the idea of "crossover" from the experience perspective to the professional exhibition, which makes the clothing brand people feel in the process of rest and entertainment, and has a good inspiring effect on creating the author's inspiration source and train of thought.

In 2011, though there was room for growth in China's clothing market, it was difficult to judge the market changes. Under the existing traditional sales pattern, the emergence of new media marketing channels, the establishment of new consumption concepts and habits and the resources of the current clothing brands control. CHIC is changing gradually and stepping into her double decade.

　 Impressions of CHIC20

In the early stage of CHIC, whether it is the scale of the exhibition or the situation of the exhibitors, everything is very "primitive", let alone the booth arrangement, looking back at the booth when the company participated in the exhibition, or even using the two words of "old land".

At the very beginning, the venue of CHIC was in the center of China World Trade Center, Beijing. At the first session of 1993, the exhibition area was only 11 thousand square meters, including 500 exhibitors, including overseas exhibitors. In the second year, the exhibition opened more than 500 booths, but foreign businessmen accounted for more than 300.

In the early days, there was another interesting phenomenon: the shyness of underwear brands. In 1995, Ordifen was the first to take part in CHIC as an underwear brand. However, the name of Ordifen was named "Ordifen clothing company". Coincidentally, in 1997, CHIC, who loved to appear on the stage, could be named "Beijing garment factory". It can be imagined that the "underwear" is a more obscure word under the restriction of the public aesthetic at that time.

From 1993 to 1997, although the number of CHIC exhibitors continued to increase every year, from the arrangement and display design of exhibitors, it was basically in the stage of simply displaying products.

In 1998, CHIC moved to Beijing China International Exhibition Center. Because CHIC, which has been held for the 5 time, has been widely recognized by people at home and abroad. The original exhibition venue is far from meeting the requirements of exhibitors. The new exhibition hall can expand the exhibition area by 60%, and the number of booths has nearly doubled. And no longer play the leading role as foreign exhibitors. In sixth, domestic exhibitors have accounted for nearly 80% of the total number of exhibitors.

This stage of enterprise exhibition began to show the trend of "seeking big" and "comparing with others". It is not surprising that big enterprises set 20 or even 30 standard booths. In 1998, Wenzhou Xia Meng ranked the first exhibition area with 32 booths, and it still occupied the largest booth in 1999. At that time, big brands tried to attract attention by the large booth area and luxurious decoration. According to the media reports of the year, all the booths at the 2001 fair were exhausted in November of last year. Many brands sold hundreds of square meters for themselves. The cost of one exhibition was over three million. In 2002, the brand of SL has 450 square meters of booths. It was the largest exhibitor in the CHIC booth in that year. The huge spending of about 2 million yuan in all aspects also reflected their high regard for CHIC.

In addition, another feature is the flagship "star card". In the 1999 CHIC, media reports once said, "I haven't entered the first exhibition hall of the International Exhibition Center at the clothing fair, and a column of" I love reporting birds "stands on both sides of the road. You know, these words are from the hands of the famous Hongkong movie star Simon Yam, the brand spokesman. In the exhibition hall, the giant photos of Simon Yam's image attract girls to take pictures. Celebrity as a brand spokesperson is a popular practice in the clothing industry in recent years. "Although it has invested a lot, it plays a very important role in brand promotion".

In 2004, due to the serious lack of booth in Beijing International Exhibition Center, CHIC implemented the "men's and women's assembly Exhibition". However, it is gratifying to note that since 2004, the booth area has been enlarged, and the individual booths have been "downsizing", the area being increased is entirely due to the sharp increase in the number of exhibitors. Even the large booth of men's clothing brand was completely different from the "Crazy" of the original money at the expense of the past. Instead, it displayed the "real demand" of the brand culture image. {page_break}

Also starting in 2004, children's wear brands began to exhibit a large scale of exhibitors and continued. In 2006, CHIC launched the "China's top ten children's wear brand selection" activities, and the market competitiveness of children's wear original brands gradually strengthened.

At this stage, leather, cowboy, outdoor and other series of clothing also have special exhibition area, the exhibition subdivision work is more and more in place. In 2004, the men's wear accessories exhibition area was established, and the excellent brands such as neckties, leather accessories and other brands gathered here. CHIC2005 began, the accessories hall officially entered the stage of the Expo. After that, CHIC2006's down garment exhibition hall, CHIC2007's "special clothes" exhibition is emerging.

In 2008, the scale of CHIC expanded further and moved to the China International Exhibition Center in Beijing. That year, the IT company's beachhead CHIC is a new phenomenon in the exhibition, such as the domestic e-commerce giant Alibaba.

After twenty-first Century, the whole industry and enterprises have embodied the concept of environmental protection in the booth layout. Starting from 2010, the CHIC Group officially launched the exhibition design and evaluation activities with green, environmental protection and creativity as the theme to achieve the goal of protecting the environment, saving expenses and promoting innovative exhibition results.

In 2010, the Jasonwood brand booth was a white and elegant world surrounded by environmental protection drawstring. It not only reached the low carbon and environmental protection effect, but also gave people a unique sense of vision. Sulang brand also embodies the concept of low carbon and environmental protection in the actual action of exhibitors. All the items used for exhibitors such as models, screens, sofas, lamps and lanterns are all office supplies. After the exhibition is finished, they are recycled to the office and continue to be used.

At this stage, the more detail of the enterprise's booth layout is the change in details. Some brands and even the background music played on the booth are carefully designed. In addition, more and more brands have abandoned the traditional product static display and closed exhibition, but are moving towards the exhibition of model dynamic show and open and experiential booth design.

Through the dynamic show of models and the precise arrangement of costume matching and scene modeling in the show, the brand culture is vividly interpreted. By enabling potential customers to click and browse business information on the computer in the exhibition hall, create an experiential franchise mode.

In short, from display products to fashion transmission, to the present communication culture, the change of enterprise booth in CHIC over the past 20 years is a microcosm of the evolution of China's garment industry.