Tokyo Fashion Show Is Undervalued &Nbsp; China'S Strength Brand Is Missing.

Exhibitors

The most influential

The lack of Chinese brands

In from July 20 to 23, 2010, Tokyo International Fashion Show (JFW - IFF) was held at the Tokyo International Exhibition Center.

The largest fashion show in Japan, sponsored by Japan's Research Institute of textile industry, has been the most influential fashion exhibition in Japan since its foundation in 2000.

This year, the exhibition attracted more than 735 enterprises and institutions in 15 countries and regions including Japan, including 38 Chinese enterprises.

During the 3 day exhibition, a total of more than 20 thousand people from all over the world, including buyers and agents, visited the exhibition.

The most influential fashion show

There are several new features in this exhibition. The exhibitors in Asian emerging markets are enthusiastic, and are welcomed by the new generation exhibition area of the new generation, as well as the expansion of the fashion industry and the cross-border cooperation with automobiles.

It is understood that some of the non famous brand exhibitors actively participated in the exhibition, and their performance was active.

The price of clothing and apparel products with high cost performance has declined to a certain extent compared with previous years. This is not only praised by the stores and hypermarkets, but also favored by the buyers of large department stores, and the trade volume has increased.

This year, businessmen from Asian emerging textile and garment markets are actively participating.

It is worth mentioning that exhibitors in India and Thailand are quite eye-catching.

India has dozens of clothing and accessories business exhibitors, during the exhibition, India also organized a dozen different brands of fashion show.

According to the organizers, imports of textile and clothing products from Japan in the past 90% came from China. In recent years, India, Thailand and Vietnam have been very active, and they have to share the momentum of textile and garment export market with China.

There are many exhibits in accessories, which has become a highlight of this exhibition. Over the 1/3 of the exhibition stands, new and unique products such as hats, shoes, handcrafts, umbrellas, handbags, beauty appliances and so on are displayed.

A large number of accessories products have made people feel that as an important component of the fashion industry, accessories development in recent years is particularly notable.

In order to cultivate and launch the design power of Japan, the Tokyo international fashion show has opened a special exhibition area for the new generation designers.

In this new generation of designers' exhibition area, showing their personality new brand and some creative products, from hairdressing to clothing, the concept of fashion creativity has become the main element.

Many design institutes from Japan participated in this exhibition. Some interesting innovations, such as clothing and apparel products such as natural rubber elements, were well received by visitors.

In addition, the organizer also specially organized a creative party with Mercedes Benz to provide a good communication platform for more fashion practitioners, and also to make the scope of fashion more extensive.

The lack of Chinese brands

In recent years, the development of fashion industry in China has seen rapid progress.

The large number of brands and the vigorous development of fashion industry make people feel the vitality of traditional Chinese brands.

According to the organizers, there are dozens of enterprises participating in the Tokyo international fashion show every year. There are 38 exhibitors this year. In the face of the decline in the number of exhibitors in Europe and the United States, Chinese enterprises have achieved two digit growth for several consecutive years, which has enabled the organizers to feel the enthusiasm of Chinese exhibitors.

To this end, Tokyo international clothing exhibition specially designed for Chinese enterprises to create a display area, the overall image of the Chinese Pavilion allows visitors to be clear at a glance.

Chinese enterprises including Hangzhou New Silk Clothing Co., Ltd., Shandong Dai Yin Textile Group Limited by Share Ltd, Suzhou Hengrun textiles import and Export Co., Ltd. appeared in this exhibition.

However, the enthusiasm of Chinese exhibitors is not consistent with the fact that the Chinese enterprises participating in the exhibition are still dominated by foreign trade processing enterprises. Most of them still take orders from Japanese enterprises as the main participants in their communication.

Cheng Xi, the Limited by Share Ltd of Shandong Dai Yin Textile Group, said that the main purpose of their participation is to contact more buyers or purchasing agents of the hypermarket stores. The company has relatively rich product types, men's suits and casual wear, hoping to receive more orders.

With the same purpose, there are Hangzhou New Silk Garments Co., Ltd., which is a garment foreign trade enterprise mainly based on European and American markets. They are closer to European and American countries in terms of style and edition.

For the first time in Tokyo international clothing exhibition, for them, it is just a test of water.

"We are relatively unfamiliar with the Japanese market. We have had contact with middlemen before, but the general impression is that Japanese consumers may have some problems with our style and price acceptance.

This time I came to Japan and wanted to be able to directly contact the buyers or department stores of retailers, which is conducive to the future market development of the company.

Ye Zhen, general manager of New Silk Clothing Co., Ltd.

Because the exhibitors were mainly foreign trade, journalists did not see a mature domestic brand in the whole Chinese pavilion area.

Exhibitors are neither good nor bad in the fashion and layout of the exhibits.

Perhaps it is for this reason that in the three day exhibition, the flow of people in the entire Chinese Pavilion is obviously less than that in other regions.

Mr. Pu, a Hunan Huasheng Group Company, said that there were too few people in the China Pavilion, and many businesses said the effect was not so obvious.

A large number of retailers have been an important reason for the good reputation of Tokyo international apparel exhibition.

Because of pragmatism, every Tokyo international fashion show will attract a large number of exhibitors from department stores and retail stores.

But these have not become the platform that Chinese enterprises can make good use of.

At this Tokyo international fashion show in Japan, the performance of Chinese enterprises may only be summarized in a poor way.

Napaga's highlights

Just when reporters showed that there were more than 30 enterprises in China exhibiting, but they could not see a Chinese independent brand, and when they felt sorry, the appearance of Lapargay in Shenzhen women's clothing showed us a particularly bright light.

The brand of the Napa brand, which is a separate exhibitor, has not been included in the Chinese Pavilion. Instead, it has been arranged in the display area of the fashion brand with many international brands. Therefore, it also gives enterprises the opportunity to achieve the goal of displaying with the international brand directly.

Although there are only two standard booths, the Napa brand still displays as many as possible more than 100 new clothes.

Making beautiful publicity pages, constantly rolling out the display of the brand show, so that the women's clothing brand from China can show the atmosphere and fashion.

The black and white products have attracted the attention of many visitors since the appearance of Napa Jia.

A Japanese visitor said he was completely unaware that it was a Chinese brand.

Because he is very satisfied with the design and quality of the product.

Xu Xiaoli, a staff member of Napaga brand, said that participating in the exhibition is entirely due to the need to open up the local market.

Before the company has already had an agent in Japan, and product sales have maintained a good growth momentum, but from the perspective of further internationalization of the brand, the company intends to increase the intensity of the development of the Japanese market.

This time, we hope to know more buyers of franchisees or department stores and expand brand awareness.

Unlike some other Chinese exhibitors, Napaga said their participation was satisfactory. Apart from two direct orders, they also contacted several clients.

They are all impressed by the fashion brand from China. After having a detailed understanding of the size and operation of the company, they have indicated that they will further discuss the specific matters of cooperation next.

For Chinese enterprises participating in the exhibition, the mixed effect of exhibitors is constantly thinking. As a big manufacturing country, what kind of outlook should we take to greet the world?

Regarding the lack of strength brands of Chinese exhibitors, the organizers of Japan's Tokyo research group, said that they will increase their links with relevant institutions such as China's domestic clothing association, Department Store Association and other related institutions, and publicize the Tokyo costumes and fashion show in more ways, hoping to attract more Chinese brands to Japan, and to show Chinese style at the international fashion show.