Italy Makes "Taste" Chinese Style Aesthetics.

The floor type panoramic glass windows, natural sunlight illuminated green pots and the back garden independent rest area seem to be only seen in a cafe or book bar, now in the seventeenth China International.

Outdoor exhibition hall to create a quiet atmosphere

Through the No. 1 ticket gate of Shanghai New International Exhibition Center, we saw the Italian independence outside the W1 International Pavilion.

Every exhibition, Liu Wenting, the design director of Shanghai Satchi Fashion Design Co., Ltd., will be surprised by the usual practice, and she will be surprised to set up this booth. "I like the design of this outdoor exhibition hall, which is relatively quiet and helps me to concentrate on the fabric samples."

In talking with reporters, Liu Wenting admitted, "for designers, visiting the exhibition is a very hard thing. If the environment is noisy when choosing fabric samples, it will be particularly easy to affect the mood and even the judgment of the products."

From this point of view, the good and bad environment of negotiation may directly affect our stay time in the booth. "

Actively seek change and stabilize market advantage

As a Italy garment and garment trade management company that has participated in the Intertextile Exhibition for 10 consecutive years, every exhibition will show new changes.

And the changes at this exhibition are not limited to moving the exhibition hall from the interior to the outside. What's more, these Italy fabric manufacturers began to design the high-end men's clothing products that conform to the Chinese style of aesthetics with the "pure Italian" taste.

"At this exhibition, you will see that more and more Italy manufacturers have developed new fabrics for the needs of Chinese consumers.

In our team, I Thomas (E. Thomas) and VBC have increased their R & D efforts to the Chinese market. Some of the fabric models they bring are proprietary designs that are designed for Chinese customers only.

Zhang Dongwei said.

Over the past two years, with the growing potential of China's consumer market, many international high-end textile manufacturers are looking at China.

The small luxury French PV exhibition has set China as an important stop for its global routes. Japan's functional fabric production enterprises also hold two times a year to hold the ready to wear fabric exhibition in China.

But at the moment, it is no good to simply sell the local bestsellers to the Chinese market. No matter how loud and funny the design is, the Chinese consumers still prefer the fabric products that can meet their aesthetic needs.

In response, Marino Mello, the Asia Business Manager of the company, has a strong feeling: "I find that Chinese consumers still prefer to design more introverted fabric products.

For example, wider stripes or small pattern designs are mainly gray, blue and navy.

It is understood that the Italy Wei Lai Lai stock company is one of the world's largest manufacturers of high-grade wool fabrics, with an annual production of more than 7 million meters of advanced worsted fabrics.

The company has entered the Chinese market for 17 years, and the increasing volume of business has made China the second largest target market.

This year's exhibition, Marino Mello, which is well versed in China's consumer demand, has brought silk, wool, cotton and other high quality blended fabric products. The breathability of these fabrics has been effectively improved, and the whole series is well received by Chinese customers.

"Now, the competition in the Chinese market is more intense than ever before. This competition comes not only from foreign textile manufacturers, but also from China's fabric enterprises.

Their progress is very fast, especially in terms of production technology. Some top fabric brands have been able to achieve 130 or even 160 advanced worsted fabrics.

If we say that our competitors were Japan in the 80s of last century, after experiencing Korea and Turkey, China's textile enterprises have become our biggest competitors, and they may have a better understanding of the needs of Chinese consumers. Therefore, we must take a deep look at the market and make corresponding changes in product design to consolidate our competitive edge.

Marino Mello said.

Efficient communication brewed "flavor" products

Despite the increasing competition in China's high-end textile market, it is undeniable that in the field of men's formal wear, Italy fabrics are still the best choice for high-end clothing brands with their centuries old manufacturing technology.

Liu Wenting, the design director of Satchi Fashion Co., Ltd., explained to reporters why: "the original ecological characteristics of Italy fabrics attract me more. They pay great attention to the selection of raw materials, such as the worsted 170 or 150 flour products made from Australian super fine Merino wool.

In addition, the advantages of Italy fabric in post-processing technology are also very prominent, and can be distinguished from Japanese and Korean fabrics.

After this treatment, the cloth is smooth and soft, and the clothes are very comfortable to wear.

In our procurement plan, the fabric proportion of Italy usually reaches 80%~90%. "

Liu Wenting's view probably reflects the aspirations of many Chinese designers. It is easy to see that Italy's high-end fabrics still have great demand in the Chinese market.

How to make Italy manufacturers understand this demand and help Chinese designers find the right products is the function of Italy.

Zhang Dongwei said: "obviously, we are taking on the role of a bridge.

On the one hand, foreign businessmen want to enter the Chinese market and hope that their products will be available in the Chinese market.

However, they may not know what customers need.

Domestic garment enterprises have clear demand, but they do not know where to buy it.

Our job is to deliver demand information efficiently.

At the same time, help customers choose to become product experts.

Zhang Dongwei introduced in particular: "in every subdivision category of men's clothing, we only represent the first or second enterprises in a field.

Therefore, in our exhibition hall, every Italy enterprise has their exclusive "DNA", which is why the company is favored by many customers.

More than a decade ago, I Thomas's fabric products entered the Chinese market. At that time, the sales manager Federico Veronese had no knowledge of Chinese consumers' preferences. Through his cooperation with Yi Li Wei for many years, he had a more comprehensive and comprehensive understanding of the Chinese market. Every exhibition tour, Federico would take time to visit customers and stroll around China's shopping malls.

"If you want to have a market in this country, you have to understand their needs.

Therefore, it is necessary to strengthen communication and communication.

Federico said.

When reporters wanted him to enumerate the well-known clothing brands, he used the slightly harsh Chinese pronunciation to count to reporters: "good bird, Victor,"