How Can Textile And Garment Enterprises Use Exhibition Resources To The Extreme?

CHIC Exhibition (China International Clothing and Accessories Fair) finally came to an end with great vigour and bustle. The biggest fashion exhibition in China and even Asia is also the best time for Chinese clothing and apparel enterprises to expand marketing channels and increase market awareness. However, it is not satisfactory in maximizing the use of exhibitions and related resources.

Many brands and apparel manufacturers pay more attention to the understanding of the exhibition in the field of marketing. The purpose of the exhibition is to focus on recruiting partners, improving the brand image and understanding the real situation of similar competitors. If we decompose the exhibition function, we will find that apart from the functions we know, enterprises are only using the extremely one-sided part, and more resources still need us to develop.

From an enterprise perspective, the exhibition will also have:

　 1, the collection function of human resources in the industry;

First of all, the function of human resource gathering is first placed, because the scale of the exhibition determines the planning and input scale of human resources during the exhibition period. It can also be said that in the short CHIC exhibition period, the most outstanding talents of domestic clothing brand enterprises will be assembled. Similarly, from the perspective of personal development, outstanding talents will observe other exhibitors in the exhibition period, so that one day they can get more room to play. Therefore, the exhibition is also the best occasion for enterprises to seek high-quality talents and excellent industry managers.

　　 2. Brand personality Image gathering function;

After more than ten years of development, CHIC has become more and more obvious in its functionality and practicability. The exhibitors have also returned to the form of combining product function display with brand personality display from the form of brand display which invested heavily in "building the house". Therefore, financial strength is no longer the sole proof of brand strength, and the best way to attract visitors is to highlight brand personality, optimize exhibition functions, increase the attention rate, and create a more appropriate exhibition image with product image and orientation. Therefore, it is better and more effective for the enterprises to draw lessons from the observation and speculation of the exhibitors' exhibits.

　 3, the function of "practical training" and on-site training for marketing personnel.

Often, during the exhibition period, in order to maximize the ability to grasp the customers and grasp the market, staff members tend to be more experienced and senior in the selection of staff. They are not aware of the fact that although the exhibition is short, but they are very rich in the type and total amount of contacts, perhaps the customers or types of customers encountered at the exhibition are not as many times as those encountered in the office or company throughout the year. It is an excellent way to increase the on-the-spot adaptability, improve the customer's corresponding level, increase the market awareness and enter the work role quickly. It is also an ideal place to enhance team cooperation ability and cultivate the backbone of the team. Therefore, increasing the training of executive staff in the exhibition period not only realizes the opportunity of "practical training", but also improves the working level of the whole team through on-the-spot training, that is, the old staff leads the new employees.

　　 4, the prediction function of brand management direction;

China's apparel market is changing rapidly, and the brand's market operation process should also be constantly adjusted so that the brand can better meet consumer demand. Through the exhibition brand launched by the exhibitors, at least I am a low efficiency celebrity, I understand the judgment of other enterprises to the market. For example, last year, the golf leisure brand of CHIC was only one or two, while in this exhibition, golf leisure or similar brand jumped to 10, and other brands such as marine sports leisure and business leisure brands also had similar manifestation. Therefore, for the adaptation of the brand market adjustment or the hope of the introduction of new fashion brand enterprises, the collection function of the exhibition can also provide part of the market proof and experience for the decision of the enterprise.

5. excellent employees disguised benefits and team running in function.

On the one hand, for large scale exhibitions in Beijing or Shanghai, most of the exhibitors are non local enterprises. Most staff members will not be easy to go except for some of the higher level employees or business leaders. On the other hand, in order to prepare for the exhibition, most of the exhibitors will be busy for 1-2 months, and a long fatigue period will be formed after the exhibition. Therefore, from the perspective of enterprises, 1-2 days of relaxation activities can be arranged after the exhibition, that is, it can relieve employees' mental and physical fatigue, and can also be a concern for employees. Team communication The "welfare" measures. Before the exhibition, the division of labor and cooperation among various departments in the enterprise can also serve as a "running in" opportunity for enterprises to improve the efficiency of departments and strengthen the collaborative relationship between departments, so as to provide good experience for the coordination mechanism and contingency mechanism of enterprises.

Therefore, we can say that the exhibition is not only a marketing opportunity for enterprises, but also a comprehensive embodiment of collecting business information, improving human resources and obtaining opportunities for brand development. So, for a clothing exhibitor, how can we allocate and utilize the exhibition resources? We can take this CHIC exhibition as an example.

1. Exhibition time setting (take the men's wear exhibition as an example):

Installation time: March 24-26, exhibitors: March 27-29, withdrawal time: March 29th

2. The setting up of exhibitors (executive level staff):

Planning personnel (mainly in graphic and spatial planning):2 people

Marketers (with 2 marketing assists and 1 experienced veteran employees as the standard):6 people.

Product designer (strong fabric recognition ability and experience in panel making):2 person

3. The arrangement of exhibitors (take executive staff as an example):

Planning staff: during the exhibition, see the decoration and decoration process of other brands, and understand the layout and operation process. During the exhibition, some spare time should be selected to watch the scene display and display of goods after the decoration, and concealed photographs and videos of the competitors or excellent exhibition booths to assist visitors in the booth's exhibition and assistance.

Marketing personnel: during the exhibition, you can visit the booth personally, and carry out the exhibition marketing training by the old staff. During the exhibition period, the old staff guide or assist in customer introduction and negotiation. On the afternoon of 28 and 29 days in the morning, passengers visited the competition brand in batches in a relatively short time in the morning, and understood their competitors' information in the fields of products, sales and cooperation.

Product Designer: during the exhibition, visit the brand booths, visit the exhibition products, and obtain the business information of competitors in new products through covert identity. Except for 27 and 28 two days, booth assistance and information acquisition can be carried out in the exhibition hall. The market of some shopping malls in Beijing can be visited on the 29 day to understand the market consumption dynamics and product management status.

Management personnel: after the end of the daily exhibition, summarize the work content of the day. Besides conducting guidance and related business training, arrange the work content or behavior strategy for second days.

4. Post work arrangement (executive level staff for example):

After 29 days of withdrawal, it can stay in Beijing for 30, 31 and two days. A summary of the exhibition will be held on the evening of 29 th.

On the 30 day, all the exhibitors examined Beijing's consumer market and sales outlets. Choose some kinds of shopping malls, such as China World Trade Center mall, Xpu Ha Palace Hotel mall, Yansha mall and other international brands gathered in the high-end shopping malls, two types of shopping malls, such as the Oriental new world, Zhongyou department store, SOGO shopping mall And Wangfujing shopping mall, etc., and three types of mass market or wholesale market (Dahongmen area).

Planners: observe the planning methods of various types of brands in storefront settings, display of goods and promotion of stores, etc., and analyze the consumption flow and the way of target investigation to understand consumers' praise and appreciation of the brand marketing measures. Select excellent brand stores for marketing personnel and product designers to explain the scene, enrich the level of knowledge of other personnel.

Marketers: understand how some competitive brands operate in the region (franchising, acting, self running or others), and find out the key points of each other's business. Through the purchase test of different brands, we can feel the way of service and quality of service. If possible, visit the person in charge of the shopping mall to find out the information about the operation of the mall and the qualification requirements for the brand entry.

Product Designer: sample purchase for spring product development in 2006. Understand the product planning and product composition of competitive or similar brands in the market operation process, and get information about production and operation of related products. To understand the production and process requirements of the existing consumer groups in clothing selection, and observe the characteristics and characteristics of the international apparel brands in the application of fabrics.

On the 31 day, all the exhibitors will organize activities after the proper rest. They can choose some scenic spots and historical sites in Beijing for sightseeing. The principle is not to work too hard, to arrange the time in half a day, or to leave Beijing in the afternoon or evening.

Through the arrangement of the above four parts, we can basically implement the functions of information exchange and acquisition given by the exhibition, and also make full use of the exhibition time to maximize the utilization. While paying less capital, it can maximize the access to commercial information in exhibitions and markets, and also enable enterprises to operate through "alternative" activities. Battalion execution team Get more perceptual market awareness, enhance the interaction and knowledge system among teams, and also enhance teamwork and emotional cohesion.