[Needle Expo] Yang Shibin: Two Major Orientations Promote The Industry From Big To Strong

The 2011 China International Knitting Expo, sponsored by the China Textile Industry Association and co organized by the China Knitting Industry Association and the Textile Industry Branch of the China Council for the Promotion of International Trade, will be held in Shanghai New International Expo Center from August 29 to 31. To this end, Yang Shibin, president of China Knitting Industry Association, received a special interview from the reporter of Textile and Clothing Weekly and made a detailed introduction to this year's needle fair.

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This year marks the 115th anniversary of the entry of knitting technology into China Knitting industry It started late, but developed rapidly, especially in the past five years. In this special year, the guiding change of the Knitting Expo is undoubtedly a landmark sign of the transformation of China's knitting industry from big to strong.

The scale of this needle fair is larger than before. Due to the addition of yarn exhibition in the exhibition area, the exhibition area of 2011 Needle Expo decreased by 1500 square meters compared with last year, while the number of exhibitors increased by 20% in the same period.

Over the years, the exhibitors of the needle fair are mainly the main member enterprises of China Knitting Industry Association. As the category of knitted underwear is transferred to the Shenzhen International Brand Underwear Exhibition held in May every year, this year's needle fair has freed up about 2000 square meters of exhibition area, which is immediately occupied by all the small and medium-sized enterprises actively participating in the exhibition, A large number of standard booths have also been crowded into the central area of the special booth, which was originally dominated by large industrial enterprises.

For three consecutive years, a number of upstream and downstream member enterprises jointly participated in the exhibition, and the Tianzhu Industry Alliance, which dominates the best central area of the needle fair, will display all the terminal products of member enterprises with an area of 108 square meters this year.

After five years of development, this needle fair has released Two directions The signal of sexual change is the marketization of domestic demand and the commercialization of products. The needle expo will lead enterprises to focus more on the development of domestic market and end products. Under the guidance of this guidance, this needle fair also made corresponding adjustments.

This year marks the 115th anniversary of the entry of knitting technology into China. Although China's knitting industry started late, it has developed rapidly, especially in the past five years. In this special year, the guiding change of the Knitting Expo is undoubtedly a landmark sign of the transformation of China's knitting industry from big to strong.

　 Pay attention to domestic demand market and attach importance to independent brand and channel construction

Before the outbreak of the international financial crisis, many enterprises only regarded the domestic market as a secondary focus or an effective supplement to the international market. After the crisis, these enterprises have taken a firmer step in opening up the domestic market.

Many small and medium-sized enterprises actively participated in the exhibition, which shows that these enterprises domestic market The desire to collect gold is precisely because of this desire. When their own capital, design, cost and other aspects are not as advantageous as large enterprises, they actively choose to use the needle fair as a professional exhibition platform to obtain resources, and strive for their own living space by improving design ability, product added value, and strengthening channel construction. In addition, many large and medium-sized export-oriented enterprises are also joining the ranks, actively building their new image in the domestic market.

This Expo has done a lot of work in the invitation and participation of self owned brand enterprises, the construction of terminal channels, the docking of terminal brands, and the release of terminal brand trends. The sponsor of the needle fair cooperates with the China Business Federation and the circulation branch of China Textile Industry Association to invite domestic department store retailers and knitting professional markets, and invite domestic and foreign brand agents to enter the market through multiple channels.

The number of one-on-one matchmaking meetings for "brand buyers" will exceed that of last year, reaching 100. Decathlon C&A、 Pacific Brand, Pathfinder, Celestial Stone, Exceptions, Shulang, Wingaid and other 10 famous brands of fashion, leisure and outdoor sports from home and abroad will carry purchase lists to the site for face-to-face discussion. The purchase involves two major parts of finished products: OEM and fabric. The finished products include seamless underwear T-shirts, fleece sweaters, knitted jackets, knitted casual shirts, socks, etc. The fabric procurement is mainly various functional fabrics, warp knitted fabrics, etc.

The release of terminal brand trend will be the biggest highlight of this needle expo. This Expo has raised the threshold of release, strictly screened the brands to be released, and strictly assessed the leading role of trend release on the design and brand of enterprises.

The fashion dress trend release of Chinese family, an independent designer brand with Chinese complex, the fashion socks trend release of Italian Ronaldi Company, the Nordic style knitting clothing brought by Canada Enris's cutting-edge designer team, and the work exhibition of knitting students from Beijing Institute of Fashion Technology will once again interpret the meaning of the brand from a new perspective.

Many enterprises in the industrial cluster do not have their own brands at present. We encourage the industrial cluster to actively participate in the exhibition, and first enter the market as a regional brand, which has the advantages of low cost, fast cycle and high efficiency. When the market control ability is gradually mature, the cluster enterprises will cultivate their own brands and drive the overall market operation ability of the cluster.

　　 Turn to terminal products to highlight high-tech and high added value

Another guiding change of this needle fair is to turn to terminal products, which has changed the situation that the products exhibited in previous needle fairs cover the upstream and downstream of the industrial chain. This year is a pre adjustment, and next year will be a major overall adjustment.

The fundamental reason and driving force for the transformation in this direction is the inevitable requirement for the industry and enterprises to develop to a certain stage. The "12th Five Year Plan" development idea of China's knitting industry puts forward "a new idea for the industry to develop efficiently in the next five years". To achieve this idea, the improvement of product quality and added value is fundamental. This change also reflects that the enterprise is actively getting rid of the processing growth model and developing in the direction of high-tech content, high added value, independent brand and channels.

This trend has been reflected by the changes in the exhibition forms of some enterprises at this needle fair. Taking building China's bamboo industry as its own responsibility, the Tianzhu Industry Alliance has appeared in the needle fair for three consecutive years in the form of joint participation of several upstream and downstream member enterprises, which has also set off a climax in the industry. This year, the Tianzhu Industry Alliance will display all the terminal products of Tianzhu. The alliance highlights the purpose of end products. On the one hand, the end products can better demonstrate the high added value of bamboo fiber products and the green and environmental characteristics of natural fibers, and gain market recognition, thus improving the effect of trade; On the other hand, the terminal products are tested by the market, and the new information and new demand obtained will soon be transmitted to the previous products, which can greatly enhance the scientific and technological content and added value of the previous products, and is very useful for improving the overall level of the entire industrial chain.

The purpose of the joint exhibition between China Shengluo Group and Jiangsu Dingguagua Colored Cotton Garment Co., Ltd. is also very clear, which is to highlight the characteristics of terminal products and establish an excellent market image.

Since May of this year, the exhibition of knitted underwear has been concentrated on Shenzhen International Brand Underwear Exhibition, while the needle fair retains large underwear, namely T-shirts, coats and other categories. China Knitting Industry Association is also the sponsor of Shenzhen Underwear Exhibition. Most of China's small underwear enterprises are concentrated in Guangdong. Holding such an international professional brand underwear exhibition in Shenzhen will have far-reaching significance for enterprises to save exhibition costs at Shanghai Needle Expo, highlight their geographical advantages, and drive regional brands to grow into national brands and even international brands.

Paying attention to terminal products, high-tech content and high added value of products will certainly drive the overall development level of the industry.

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