Recently, the pattern of "brexit" has been set, which has attracted close attention from the global market. The ups and downs of the situation have cast another shadow on the European economy, and the economic transformation in the post crisis era continues to ferment. In the face of the global market with different characteristics and constant changes, how to grasp changes and demands has become particularly significant. In this process, professional exhibition platforms, especially a platform that can provide insight into the wind direction and market changes, become more important and precious.
As a traditional platform for the industry to explore the North American market, the 17th China Textile and clothing trade exhibition (New York) and the New York TEXWORLD clothing and fabric exhibition, the New York International Clothing Procurement Exhibition (APP) and the New York international home textile procurement Exhibition (HTSE) (hereinafter referred to as "New York Exhibition") will open at the Javitz Convention and Exhibition Center in New York on July 12.
Although the international political and economic situation is turbulent, the international market development map of the marketing department of China Textile Industry Federation (Textile Industry Branch of China Council for the promotion of international trade) (hereinafter referred to as "CCPIT") is accompanied by the opening of New York exhibition, Paris exhibition and Brazil Exhibition (China textile and clothing trade exhibition Paris, gotex Brazil Sao Paulo international textile and clothing procurement exhibition); For the South African market, a new exhibition - 2016 South Africa China Textile boutique exhibition will also be opened in Cape Town, the capital of South Africa, in November. Following the launch of a series of exhibitions, Chinese textile enterprises will embark on a new journey to the international market.
In the new round of competition, Chinese textile enterprises are far from enough
At this year's European Cup, a small episode stirred up China's textile and clothing industry. The torn jersey of the Swiss national team became the biggest "groove" of the competition, and "made in China" was blamed. However, the reason is closely related to the brand image of Chinese textiles in the eyes of global consumers for a long time.
Although the low-end orders have been divided by Southeast Asia, West Asia and other countries, and domestic textile enterprises have responded to market changes with high quality, refinement and quick response, it is the so-called "traditional competitive advantage has been significantly weakened, and new competitive advantage has not yet been formed". On the way to conquer global consumers, we still need to do a lot of exploration.
China has the largest and most complete textile and garment industry chain in the world. Relying on the scale advantage, in the process from yarn to cloth, the equipment is advanced, the industrial supporting degree is high, and the process level is high. The textile enterprises in China have won a considerable share of high-end orders in the international market.
However, the advantages in the vertical supply chain are far from enough. In the link from fabric to ready-made clothing, the industrial link is still not smooth, and the coordination efficiency needs to be improved. The fabric industry is the source of the lasting competitiveness of China's textile and garment industry, but its driving effect on the downstream and terminal of the industry has not been fully released.
What changes are taking place in the US market behind the integration of exhibitions?
The organizer of the exhibition said that at present, in the United States, there is only the New York exhibition mode that integrates the fabric exhibition, the clothing exhibition and the home textile exhibition. This practice of CO organizing exhibitions upstream and downstream of the industrial chain has not only been recognized by exhibitors, but also welcomed by international purchasers. On the demand side, some ongoing changes deserve special attention.
At present, the US market is the first to recover from the economic crisis. As far as the textile and clothing market is concerned, the total sales volume of the US clothing market has increased significantly in the past year. Research shows that the increase is mainly driven by online shopping and sales growth in smaller cities such as Orlando and Washington, D.C.
Some analysts said that the significant increase in sales was due to the fact that many retailers began to implement targeted product supply and sales, providing products more in line with local consumers' consumption habits, instead of selling the same products throughout the country as usual. More importantly, it is believed that the economic recovery of the United States benefits from the endogenous power brought by "Internet +". In the field of clothing, with the help of new technologies, the United States has also taken the lead in the expansion of retail channels and precision marketing.
What is more noteworthy is that over the past two years, international brands have not slowed down the pace of expansion in the US market. More brand stores have been opened in small and medium-sized cities in the United States. At the same time, new business formats such as buyer's stores, integrated stores, and new designer brand stores have obviously become more active in the US market.
Behind these changes, a great change in retail sales mode and thinking is brewing. On the one hand, it will bring vitality and hope to Chinese textile enterprises. On the other hand, it is indeed a challenge whether Chinese textile enterprises can grasp the opportunity in this round of reform and realize the transformation from low-end manufacturing to medium and high-end manufacturing, and then to brand product output.
The global textile and clothing industry is making efforts to integrate global consumer market data with "Internet +" technology, create new business models, and adapt to the small batch, personalized and fast response needs of entrepreneurial companies. This point has been reflected in the exhibition as an industry weathervane and barometer.
It is understood that in the past few years, the mergers and acquisitions of several major exhibition companies in the United States have been very frequent. From the acquisition of Advanstar, the host company of the American magic exhibition, by UBM of the United Kingdom, to the recent merger and acquisition with Moda, mrket, and BJI, the host company of the stitch exhibition, it can be clearly seen that the exhibition is being covered from the upstream to the terminal to strengthen its control over the industrial chain.
In the past few years, New York Expo has made full use of its unique industrial chain advantages, and on the basis of giving full play to its own characteristics of purchasing exhibitions, it has gradually increased the collaborative interaction with terminal exhibitions and American retail channels, established a cooperation and sharing mechanism with many brand retail terminal exhibitions, effectively extended its professional buyer coverage, It has also fed back more US market trends and changes in overall consumer preferences for Chinese and international exhibitors, which has more effectively improved exhibitors' perception and understanding of the market, thus strengthening the importance of New York exhibition as the most important textile and clothing exhibition platform on the east coast.
This change makes the trade atmosphere of the exhibition more intense, and it can also appreciate the trend and development trend of the upstream and downstream industries, which helps enterprises grasp the market and grasp business opportunities. In a deeper sense, this shows that the industry is moving towards the path of convergence, efficiency and integration. Under the concept of large-scale exhibition, the construction of microcirculation systems will take place.
From the perspective of purchasers, in recent years, purchasers appearing at the New York exhibition have become more and more young. On the one hand, it shows that the controlling party of capital in the US textile and clothing market is experiencing new changes. On the other hand, after the new generation takes over the family business, while inheriting the existing business, because they have grown up in the era of network, the brand-new knowledge structure and thinking mode, It will also bring disruptive changes to the traditional business, and these changes will be more clearly transmitted in the resonance of upstream and downstream.
Forging new competitiveness, overseas exhibitions will create a linkage platform
By the end of this year, the New York exhibition will be in its 17th year, and the Paris exhibition will be in its 10th year. Together with the fourth Brazil exhibition and the just started South Africa exhibition, they have formed the core platform of the marketing department of China Textile Industry Federation (China Council for the promotion of textile trade) to promote textile enterprises to "go global". In particular, New York exhibition and Paris exhibition share the same fate with Chinese textile and garment enterprises, playing a historic role in promoting the development of foreign trade in the industry.
"Going out" is a systematic project and has never been a smooth road.
Over the years, the escalation of investment and trade protectionism, economic crisis and political changes in the world have all affected the effect of "going out" of Chinese enterprises. At the same time, Chinese enterprises, especially small and medium-sized enterprises, are always faced with their small scale, lack of information
International talent shortage and other difficulties. The domestic and international exhibitions under the China Textile Industry Federation have always paved the way for enterprises and guided the direction.
With the growth of the industry, more and more exhibition platforms have sprung up, meeting the needs of enterprises in all aspects. However, a truly leading and powerful authoritative exhibition should have a forward-looking vision.
Nowadays, the overseas exhibitions organized by the China Council for the promotion of textile trade are expanding from point to point. The organizer should not only connect the upstream and downstream, but also realize the linkage of the exhibition; It is also connecting exhibitions in different countries to achieve coordinated operation and form an overseas exhibition platform that can represent the interests of China's textile and garment industry. The concept and image of CCPIT tex global are also gradually recognized by the industry.
It is also a measure to comply with the industrial development trend to realize exhibition interconnection in different regions and promote market interconnection through exhibition interconnection. In the past, the Paris exhibition and the New York exhibition were operated by two different teams. In the past two years, the two teams began to coordinate deployment and joint operation, and achieved good results.
For example, in terms of fashion trends, France is often ahead of the United States, and the fashion signals presented at the Paris exhibition will be transmitted to the New York exhibition. Based on these information and data, the operation team can purposefully invite and attract enterprises and products that are more in line with the fashion trend to the exhibition. At the same time, the invitation to purchasers will be more accurate.
In order to further and more effectively improve the efficiency of trade docking, the organizer has increased the invitation of professional visitors in recent years: not only the domestic self-organized exhibition platform and domestic industry media are used to introduce, but also the local publicity in the United States is strengthened, including the cooperation and promotion with more than 60 textile, clothing and fashion media such as apparel magazine, textile world, business of fashion, fashion united, etc. through a large number of DM emails Visitors are invited by direct mail, electronic invitation cards, etc. in addition, the organizer has also conducted extensive cooperation with local relevant institutions and business associations to help more Chinese enterprises gain a foothold in the overseas market.
In the operation of the "family" exhibition platform, the management processes of major exhibitions will also be gradually standardized to ensure the qualification and level of exhibitors and provide more protection for exhibitors and purchasers.
The chain of overseas exhibitions will bring "dividends" to industry enterprises from the exhibition level, so that exhibitors can obtain synergy benefits and services in big data sharing, trend release, trade docking and other aspects. Undoubtedly, this is a powerful measure to help Chinese textile enterprises develop their strength in overseas markets in the future.
Of course, in the new global industrial pattern, in addition to trade exchanges, foreign investment is also an important part of "going out". Many years ago, China's textile industry set its sights on foreign countries and determined the strategy of "going out".
In this regard, in order to encourage Chinese enterprises to invest and operate overseas and explore the international market. China Council for the promotion of textile trade has been actively exploring. Over the years, it has continuously carried out a series of research and docking work in Southeast Asia, South Asia, West Asia and Africa, laying another important foundation for Chinese enterprises to fight overseas markets.
The overseas market trend is gradually changing. Chinese textile enterprises should relax the pattern, understand the international market with a more positive attitude, improve the international operation ability, create all-round investment, sail against the current, and never stop.
Organized by CCPIT and Frankfurt (France) Exhibition Co., Ltd., the 16th China Textile and clothing trade exhibition (Paris) will be held in Paris Boucher pavilion from September 12 to 15, 2016, which is also the 10th anniversary of the exhibition in Paris. From August 31 to September 3, 2016, the first exhibition of CCPIT in Southeast Asia will also be held in Dhaka, Bangladesh.