Affected by the financial turmoil in Southeast Asia, China’s clothing market has gradually transformed from a seller’s market to a buyer’s market. As Chinese clothing recognizes and yearns for the international trend, the industry has improved in many aspects such as information, management, consumption, sales and design level. Lost promotion. The international clothing industry has begun to adjust its structure, the international market has been subdivided again, and clothing brands from various places have begun to rearrange their rankings. Some sharp-minded industry insiders are aware of this and are taking action accordingly. Before entering the new century, Chinese clothing brands began to try virtual operations and multi-brand strategies.
The 6th China International Clothing and Accessories Exhibition (CHIC1998)
Time: April 15-18, 1998
Location: Beijing·China International Exhibition Center
Exhibition area: 24,000 square meters
Exhibitor status: There are nearly 438 exhibitors, including 308 domestic exhibitors and more than 130 domestic exhibitors.
Trade volume: International exhibitors achieved a total of indirect transactions of RMB 2.195 billion, and intended transactions of RMB 3.292 billion. This result was more than twice the trade volume of last year.
Tips
● On April 16th, according to the national institutional reform plan passed by the Ninth National People’s Congress, the China Textile Federation was revoked and the National Textile Industry Bureau was formed. The State Textile Industry Bureau was listed.
●On September 30, the China Textile Industry Association announced its establishment.
●In mid-October, Shenyang Dawn Clothing Group’s “Chinese Dawn – Exhibition of Ancient and Modern Chinese Clothing (Paris)” was held at the Louvre Museum in Paris.
●The “Yue Sai Cup” Second Chinese Fashion Design Teacher and Student Works Competition, sponsored by the National Textile Education Society and the China Fashion Designers Association, the Vocational Education and Adult Education Department of the Ministry of Education, was held at the Guangzhou Friendship Theater.
●The 98 leather-trimmed fashion design competition jointly sponsored by Beijing Fashion Association and Nordic Saga Furs was successful, with 25 works shortlisted. In addition to the previous mink and fox fur trimmed men’s and women’s adult clothing designs, a small fur trimming group has been added (including children’s pink trimmings and neck scarves and scarf accessories designs).
●In December, 52 contestants from 35 countries and regions around the world made their debut in a unique way. The 20th Ford World Super Model Competition was held in Beijing. ALYSSA, a 20-year-old contestant from Australia, won the crown;
●The “2nd China Fashion Design Exhibition of 98 China Fashion Week” concluded grandly on December 21 at the Great Hall of the People in Beijing. Liu Yang won the highest award of this fashion week – the “Golden Summit” award, and his design brand is “Septwolves”. 98 China’s top ten fashion designers: Liu Yang, Zhao Weiguo, Xiao Yu, Gao Wei, Fang Ying, Zhang Jicheng, Liu Ping, Wu Jianying, Qiao Yiyi, Zeng Wei.
●The first “Yixintai” China (International) Fashion Design Competition high prize review was held at the Beijing International Convention Center. The first prize was won by Yao Bin and Tang Ming.
●The “Meierya” Cup International Fashion Design Competition, which consists of a series of activities such as clothing design competition, brand culture research, clothing talent exchange, etc., concluded on June 13 in Wuhan. The competition will award several prizes. The gold medal for children’s wear was won by Sun Hui of Xi’an Xima Garment Company for her work “Warm Ocean in Winter”; the gold medal for women’s wear was won by Zhang Wenjun of Melya School, with the theme of “Spring Scenery on the Pinghu”.
●The final award ceremony of the 6th “Brothers Cup” China International Youth Fashion Designers Competition was held grandly at the Poly Building in Beijing in March. The theme of this competition is “Memories of the Twentieth Century”. A total of 41 sets of works from contestants from 26 countries and regions participated in the finals. Chinese contestant Gao Wei won the gold medal in this competition with his work “Treasure in the Lotus”.
●In 1998, Zhang Jian and Chen Juanhong, the eldest sister in the Chinese model industry and the only international supermodel with the title, left the New Silk Road Model Agency, the leading enterprise in the Chinese model industry, to establish Beijing Concept 98 Model Company. Famous models Guo Hua, Hu Dong, Cheng Jun, Zhang Wei, Mu Jiang, etc. became his followers.
●In March, the China Professional Wear Exhibition and the first Professional Wear Design Grand Prix were held in Tianjin, and professional attire has since been promoted to the mainstream.
The man of the hour Wu Zhize
In 1998, the “Good News Bird” under his leadership first recommended the famous Hong Kong movie star Simon Yam to be its image spokesperson, launching its “brand-building” project with great success. This led many Wenzhou men’s clothing companies and even almost all international clothing brands to follow suit, and the practice of inviting celebrities to be image spokespersons continues to this day.
Bosideng, a company of concern
implemented a multi-brand strategy in 1998 and carried out multi-brand operations through market segmentation. In 1998, he founded “Snow in the Snow”, which focuses on sportswear.��It’s just the beginning. While companies from all over the country are experimenting with virtual operations and multi-brand strategies, they are also trying to find a path to rapid development through their own efforts.
Through processing outsourcing and the help of franchisees, Shanshan is separated from the sales and consumption links and only focuses on the “core value” links in the clothing industry. This is nothing less than a successful attempt. Metersbonwe is the one who really plays “virtual operations”.
Bosideng, the down jacket giant, officially decided to implement a multi-brand strategy in 1998 and conduct multi-brand operations through market segmentation. Following the men’s clothing brand “Kangbo” founded in 1992, in 1998, “Xuezhongfei”, which focused on sportswear, was founded, and then launched the “Bingjie” and “Bingfei” brands with sales appeal for couples. Bosideng President Gao Dekang said: “The target groups of these brands are different. In order to maintain the differences between them, the company has specially equipped different design teams to ensure that these down jackets have their own styles and characteristics and complement each other to consolidate the The leading position of the high-end brand ‘Bosideng’.” At that time, he had deeply realized that the multi-brand strategy can give companies more room for maneuver when operating the market. When encountering a price war, they can maintain the main brand. Use the correct brand to maneuver around the opponent without being damaged.
Perhaps, on another level, 1998 is a milestone year that should be recorded in history. This year, Announcement Bird first selected the famous Hong Kong movie star Simon Yam as its image spokesperson to launch its “brand-building” project with great success. It’s like “one stone stirs up a thousand waves.” At that time, it was said that the images of celebrities, big and small, from all the mainland, Hong Kong, Macao and Taiwan regions were established on the streets of Wenzhou, and there was no one who could not be found. Starting from many Wenzhou men’s clothing companies, international clothing brands have followed suit and invited celebrities to be their image spokespersons, which continues to this day. The establishment of international brands initially followed the practice of playing cards at the same time, developing the market first and then developing the industry, and relying on brand creation to increase the added value of products. This article is copyrighted by Guerlain Business Wear. Please indicate the source when reprinting. Thank you for your cooperation!
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