Secrets Of Success In Holding Clothing Exhibitions

Hold a successful clothing The exhibition is of great significance. It can not only lead the public towards the most fashionable clothing trend, but also a good opportunity for brand image building, and it is also an important moment to create an accurate positioning for the market and the public. Therefore, careful, orderly and innovative preparations for a successful exhibition are the biggest key. The organizers can learn from the exhibition communication, exhibition marketing, exhibition mode The booth design, exhibition services, exhibition functions, business model innovation and other aspects will be improved and innovated, which will be analyzed in detail below.

Exhibition communication:

Exhibition communication is an important part of the success of the exhibition. There are three types of communicators: organizers, exhibitors and visitors. The organizer of the exhibition is a bridge between exhibitors and visitors. After the project planning is determined, a large number of publicity activities will be carried out to convey information about the exhibition. On the one hand, invite or invite investment to tell potential exhibitors what effect they can achieve if they attend the exhibition. On the other hand, advertising will tell the audience what kind of exhibitors will appear in the exhibition. Only high-quality exhibitors can attract a large number of visitors, and only a large number of visitors can attract high-quality exhibitors. Their interaction and mutual promotion are crucial to the success of the exhibition. And the experience of the audience after visiting the exhibition is also very important. They will play a role in secondary communication of the exhibition invisibly. Therefore, the exhibition should not only do more advertising and publicity in the communication, but also make more efforts in the service of the exhibition itself. Only when the audience and exhibitors are truly satisfied, they will play a positive role in the communication of the exhibition.

There are various ways of exhibition communication. In order to obtain good communication effect, we need not only to use traditional media for more advertising, but also to actively and reasonably use network media. For example, an online clothing exhibition will be held so that visitors who have no chance to participate can enjoy beautiful clothing from all over the world on the Internet. At the same time, you can also design some small online activities on the Internet, such as being a designer yourself, matching your favorite clothes, and voting online for my favorite designer activities. This kind of activity can not only attract visitors, but also play a role of multi-level communication in the promotion of the exhibition.

Exhibition marketing:

The marketing strategy of an exhibition often determines the number and quality of exhibitors and the number of visitors. Therefore, the development of excellent exhibition marketing strategy is an important part of the success of the exhibition.

First, clarify the functional orientation of the exhibition, increase advertising efforts, so that more exhibitors are interested in the exhibition, and expand the scale of the potential market. At the same time, it should also actively attract excellent exhibitors to participate, so as to attract more enterprises and visitors to participate as a selling point.

Second, to do well in exhibition marketing, we must be able to clearly tell customers about their "selling points" and show their own personality and characteristics.

Third, we should actively innovate marketing means. In addition to using traditional newspapers, magazines and radio and television for publicity, we should also actively use some new marketing methods, such as direct mail, telephone sales, taxi advertising, subway advertising, etc

Fourth: Get support from relevant organizations, or make appropriate adjustments to the exhibition to reduce the qualification requirements for potential buyers, so as to attract more exhibitors and visitors.

Fifth: actively carry out joint promotion. When developing exhibition activities abroad, the exhibition department and the tourism industry often cooperate sincerely, while the domestic exhibition industry is still lacking in this aspect. China's exhibition marketing should actively learn from foreign excellent marketing models. The domestic convention and exhibition industry and the tourism industry may wish to make some bold attempts in joint promotion, because there are many similarities between convention and exhibition activities and tourism activities, the conference and exhibition should be combined with the tourist attractions and tourism reception facilities in the city and its surrounding areas. In this way, the exhibition brand is also publicized while the city tourist attractions are publicized, and the goal of win-win is achieved.

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Exhibition mode:

Most of the exhibitions in China are dominated by traditional visitors. This traditional exhibition mode lacks interaction between visitors and enterprises, and is not conducive to the achievement of bilateral trade. In order to attract more visitors and facilitate better communication with enterprises, the 2009 Dalian International Clothing Expo broke through the previous mode of communication and exhibition, adopted a combination of dynamic and static ways, strengthened the interaction between fashion display and visitors, and built the largest "Hui" shaped platform with a length of more than 300 meters in the exhibition area. The grand and novel design and ingenious layout of the platform enhance the dynamic effect of the entire exhibition hall and promote the exchange and interaction between exhibitors, traders and visitors. This move has played a great role in improving the final trade volume of the Dalian International Trade Fair.

Booth design:

In recent years, the booth design of major exhibitions is the same, which also makes many visitors have aesthetic fatigue. The unique and unique booth design can not only impress the visitors, but also put them in a beautiful environment. The booth design should be spiritual and attractive enough, and it should convey a cultural concept to visitors invisibly. For example, in order to appeal to people to pay attention to environmental protection, the earth, and our common home, the 18th China International Clothing Expo (CHIC) invited famous architects to create a large square art landscape "Home" in the South Square of China International Exhibition Center (New Pavilion). All works donated by exhibitors are made of cotton, linen, silk Composed of natural textiles such as wool, it fully embodies the concept of environmental protection. Visiting such an exhibition will bring us a special experience, like being in nature. We will also remember this feeling deeply. In addition, the sponsor of CHIC also launched a booth design selection activity centering on brand style and product positioning, with the theme of green, environmental protection and creativity, to achieve the exhibition effect of environmental protection, cost saving and innovation promotion.

Exhibition services:

To be successful, an exhibition needs not only a good communication and marketing model, an excellent public relations team, a good idea of the exhibition, but also "humanized", "professional" and "scientific" services provided by the exhibition. For example, the 15th China International Fashion Expo (CHIC) was held at the exhibition site, and the sponsor served the exhibitors through a variety of convenient and meticulous measures, such as "business information desk", "SMS notification", "green channel", "special area head system", etc. At the same time, on-site services such as "Red Dress Etiquette Leader", "Service Manual", "Exhibition Catalogue" and so on, make CHIC, an international industry exhibition, a huge system, in every detail of service in order. In order to ensure the effectiveness of the trade docking of the 17th Dalian International Service Expo, the Expo has provided reservation and negotiation services for exhibitors and trade enterprises to ensure the quality of participation; At the same time, during the exhibition, the Expo also issued questionnaires to exhibitors and traders to further help them achieve trade docking according to the requirements filled in. During the exhibition, the Expo also provided some humanized and scientific services to Chinese and foreign businessmen. For example, service information and exhibitor information can be scrolled in real time through the electronic display screen in the exhibition hall; Through the short message platform developed by the exhibition, exhibitors, traders and journalists can receive short message reminders of relevant activities in a timely manner; Through the open telephone hotline and electronic touch screen, the Chinese and foreign businessmen attending the exhibition can understand the relevant information of the exhibition in detail and accurately.

Exhibition function:

Exhibition function is an important aspect to reflect the value of an exhibition. At present, we have visited clothing in various places exhibition It can not help but make people feel that "one thousand meetings have one side" - the phenomenon of emphasizing the display effect and ignoring the trade function can be found everywhere. It cannot be denied that the primary function of the exhibition is to display the corporate image, promote corporate culture and promote corporate products. However, as a highly professional exhibition of clothing, its business function should be highlighted. One of the important functions of professional exhibitions is to enable relevant parties in the industry to come together, have a seamless full understanding and exchange, and reach cooperation intentions. However, the basic functions of this exhibition have not been brought into full play. But in recent two years, some professional exhibitions have changed. Taking Dalian International Service Expo as an example, in 2011, Dalian focused on building an "import platform for overseas brands", with the functions of overseas commerce and trade, as well as cross-border communication of the industry. Dalian International Fashion Expo will continue to strengthen overseas investment attraction. In addition to the new exhibition theme of "French Fashion in China", the International Brand Agency Center will also take more than 40 second and third tier brands from Italy, Spain and other countries to establish the "European Fashion Museum". At that time, the organizing committee will organize buyers and agents who are interested and interested to negotiate on the spot; And the International Brand Agency Promotion Center to jointly hold the "International Brand Global Partner Annual Conference" with its operators and agents; At the same time, with Dalian Free Trade Zone, we planned to launch the "Free Trade Zone Logistics Display Function Explanation Meeting" to provide more practical and meaningful help for overseas brands entering the Chinese market; A series of promotional activities such as new product launches were held with brands to build an efficient and direct communication platform for the Chinese and foreign fashion industry, and enhance and strengthen the effectiveness of the "import platform" function. These measures of Dalian International Garment Expo provide a good opportunity for cross regional, cross industry and transnational exchanges of knowledge, information and technology, and are more conducive to the development of China's garment industry.

Business model innovation:

Brand clothing companies in China are growing rapidly, but clothing marketing can not keep up with the pace is a major problem in China's clothing industry. As a "booster" for the development of the clothing industry, China Brand Clothing Exhibition should actively innovate the business marketing model, change the traditional trade thinking, and make the trade volume of clothing exhibition reach a new level. For example, the 2009 Ningbo Fashion Expo hosted the national dealer conference for the first time. Nearly 1000 clothing agents, brand franchisees and other high-quality distributors from all over the country participated in the conference. Many Ningbo enterprises, as well as Korean exhibitors, actively participated in the conference to find high-quality channels to expand the domestic market. During the conference, all the participating channel merchants came to visit, and reached agency and franchise agreements with many participating enterprises. More than 200 merchants also went to the enterprises for field visits. At the same time, the Ningbo International Service Expo also opened an enterprise e-commerce forum. Because the e-commerce model eliminates the turnover links such as agents and stores, compared with traditional marketing channels, the cost of products directly entering the market is lower, the cycle is shorter, and the inventory is less, so it is popular with many enterprises, and many enterprise marketing directors also come to the forum to discuss and learn. In 2010, China International Garment and Apparel Expo also measured the situation and established the "China Garment Buyers Forum" according to the buyer model popular overseas in recent years. With the theme of "buyers in China", invite experts with overseas buyer experience and domestic market experience to analyze the similarities and differences between the popular buyer model abroad and the main domestic agent model, discuss the development trend of the buyer model in the domestic clothing market, and guide the response ideas under the change of the industry marketing model, Innovate the new business operation mode of the industry. These measures have played a great role in the achievement of business transactions and the increase of trade volume of exhibitions.

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For the development of our country at this stage, the problems we need to face in order to run a crucial clothing exhibition well under this general environment are severe and redundant. Only by finding and solving problems pertinently, can we better explore a future development road of clothing exhibition. The following is a detailed analysis of the problems encountered in China's clothing exhibition at this stage and solutions.

1. Problems encountered in the development of China's clothing exhibitions:

First, there are many homogenized and regional small garment fairs, which are not well known, and enterprises can not get the benefits they deserve when they come to participate. The final trading scope is also limited to this region, which is not helpful for enterprises that want to expand the market and go global.

Second, the exhibition lacks innovation. Looking at most of the current clothing fabric exhibitions, the convergence is obvious. The number is huge, but the quality is difficult to guarantee, and the lack of personality and fresh selling points makes it more and more difficult to attract investment and exhibition. At the same time, the content is rigid, and there is no fresh blood to inject into the exhibition. Except that the forum is a fashion release, or a design contest or a model contest, the situation of project monotony and innovation is not really developed, and there is no right to speak in the competition. In the future exhibition process, innovation is imperative, and innovation should be studied as the core of development. Take the road of characteristics, avoid duplication of positioning, advocate differentiated competition, and determine the scale, content and level of the exhibition according to the local actual situation, which cannot be generalized.

Third, there is a lack of professional and international fashion exhibition brands. In February 2006, Dalian International Clothing Expo was upgraded to national level and renamed China (Dalian) International Clothing and Textile Expo. Where will other followers go?

2. Countermeasures for the development of China's clothing exhibition industry:

First, we should pay attention to the quality rather than quantity of exhibitions. We should not blindly carry out exhibitions, but should really enable enterprises and exhibitors to achieve a win-win situation.

Second, exhibition cooperation is a development trend of future textile and clothing exhibitions. We can strengthen industrial cooperation and exchange with other industrial regions according to our own advantages to form complementary collective advantages. For example, by integrating the resource advantages of both sides, the same exhibition projects can be merged to improve the quality of the exhibition. Powerful exhibitions can also cooperate with international exhibition organizations to make up for their weaknesses, which is also a good way to make the exhibition international.

Third, further subdivide the clothing exhibition industry city and make professional positioning for the exhibition. At present, 70% of textile and clothing exhibitions are professional exhibitions and 30% are comprehensive exhibitions. It is the future development direction to subdivide exhibition projects according to the nature of enterprises and improve the professionalism of exhibitions. In the complex and chaotic exhibition market, it is better to be professional than unable to do comprehensive exhibition; It is better to do local regional exhibitions than national ones. No matter how big or small, as long as they are professional, they will have their own markets and attract enterprises to participate. First, from the perspective of industry, we should not only focus on the product level, but also extend from the product to the industrial chain. There should be transactions between industrial chains, such as between clothing vendors and manufacturers, between clothing manufacturers and raw material suppliers, or even between designers and clothing brands.

Fourth, build an international exhibition brand. It is an indisputable fact that there are more and more clothing exhibitions in China. Industry insiders pointed out that the number of garment enterprises that are willing and able to participate in the exhibition is relatively stable. If an enterprise participates in activities in Beijing and receives invitations from similar activities in other places, it will hesitate. The diversion caused by this may make all clothing exhibitions unable to attract enough customers to participate. Therefore, building exhibition brands has become the primary task of China Fashion Expo. As the first and only professional exhibition focusing on high-end ready to wear products in China, the China International Garment and Apparel Fair Advanced Ready to wear Exhibition has attracted many professional buyers and retailers at home and abroad. Jiang Hengjie, executive vice president of China National Garment Association, believes that: "High end ready to wear exhibition has become the market leader and promotion platform of China's high end ready to wear industry. It is the only service trade exhibition in China that provides a full range of international standard services. Its distinctive international and professional nature makes it stand out from many domestic exhibitions. High end ready to wear exhibition will certainly become one of the professional fashion exhibitions with the highest image, strength and level in China in the future."

Fifth, clothing exhibition should break the conventional operation mode and conduct differentiated competition. For example, the 2008 Dalian International Garment Expo integrates resources from all parties to develop the creative clothing industry, providing a platform for the independent innovation of China's clothing brands. Dalian International Brand Agency Center was established to provide a service platform for brand agency and trade of the Expo. This misplaced competitive advantage, which is different from other domestic exhibitions in the form of "exhibition sales", has found a new direction and way for its development.

Sixth, combine with urban culture. For example, Ningbo International Fashion Festival is based on the development of local culture. It relies on Ningbo, China's largest apparel industry cluster base, to expand Ningbo's foreign influence by holding a series of clothing culture, clothing trade and art exchanges and other activities, enrich the cultural life of citizens, and promote Ningbo's international economic cooperation and cultural exchanges. Ningbo International Clothing Festival was rated as one of the top ten festivals with the most international influence in China, and was the only one to obtain this in various national clothing festivals A great honor. Ningbo is the birthplace of Chinese clothing. It is the hometown of the renowned Hongbang tailors at home and abroad. It has profound clothing culture. This is one of the basic factors that helped Ningbo's clothing industry to form a huge industrial scale and become a pillar of industrial economy. As early as 7000 years ago, during the Hemudu culture, Ningbo's ancestors wore clothing made of wild plant fibers Bo is the birthplace of China's modern clothing industry. People in Ningbo sewed the first suit in China, the first Zhongshan suit, opened the first suit shop, and compiled the first suit cutting book, known as "Red Sect Tailors" in history. After more than 100 years of development, Ningbo has successfully established the image of a famous clothing city in China. The development of Ningbo Fashion Festival is inseparable from its profound Hongbang tailoring culture.

The same exhibition for the current Clothing industry It has lost its charm. To create a brand image and establish a good brand positioning, we need to combine inspiration with various factors of the overall environment, think carefully, and include culture in it, so that it can be sufficiently attractive. It is also the secret of holding a successful exhibition.

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