Faced with the sudden global financial crisis that erupted last year, there are pessimists who believe that the global economic situation will fall into an L-shaped transition; there are optimists who believe that they will enter a U-shaped reversal. More importantly, senior financial experts pointed out that China’s economy will take the lead in recovering from the quagmire of recession all over the world.

Faced with the sudden global financial crisis that erupted last year, there are pessimists who believe that the global economic situation will fall into an L-shaped transition; there are optimists who believe that they will enter a U-shaped reversal. More importantly, senior financial experts pointed out that China’s economy will take the lead in recovering from the quagmire of recession all over the world.

"This is a special period full of challenges, and it is a strategic period full of opportunities." This may be the biggest consensus of all parties in the apparel industry on the current situation since 2009.

The 2009 China International Clothing & Accessories Fair (CHIC), which has a history of 16 years, entered this year with this background.

In 2009, CHIC still proposed to realize a counter-trend appreciation under the circumstances that the environment was not good. In 2009, the apparel companies refused to “strengthen the monetary base” under the influence of the financial turmoil, but chose to take a strong attack and participate in CHIC. This is a manifestation of the brand effect and value of CHIC. It is the entrepreneurial decision-making and long-term strategy. It is also the manifestation of brand competitiveness and self-confidence.

In this context, a new face will emerge on the stage of CHIC2009. During the financial turmoil, they chose the 17th China International Clothing & Accessories Expo (CHIC 2009), the most fashionable, most commercial valued, most industrial and socially influential clothing brand exhibition and business platform. Because CHIC is a platform for resources integration in the apparel industry both at home and abroad, it is a driving force for the development of Chinese apparel brands.

Guangzhou Guess Clothing Co., Ltd. is one of the representatives.

“For the companies that are ready, the current global financial crisis is definitely an opportunity. Good brands and good companies can maintain normal growth in the storm.” Wei Lifang, general manager of Guangzhou Guess Clothing Co., Ltd., who participated in CHIC for the first time, introduced that 2009 will bring its designer brand "answers" exhibitors, has now booked a considerable area of ​​booths.

Then, why did this company wishing to buck the trend exhibit? What are the preparations for its "responsible" designer brand? Let us unveil the "mystery" of Guangzhou Guess Clothing Co., Ltd. for the first time.

Reserve talents practice internal strength

Opportunities are always there, but not many people are able to grasp opportunities, because few people can prepare in advance.

Wei Lifang, general manager of Guangzhou Guess Clothing Co., Ltd. believes that the world financial crisis is definitely an opportunity for ready companies. “The financial crisis has made the market seem sluggish, but in reality good companies and good brands are still growing. The financial crisis is only challenging for brands that do not have their own core competitiveness. They are likely to close in the storm. For those It is definitely an opportunity for enterprises that have adequate preparations and strong resistance to risks, especially those with their own unique style and core competitiveness."

Wei Lifang stated that in 2009, "guessing" must exercise its internal strength. Through the introduction of human resources projects, it will improve the enterprise's structure, reserve talents, and train talents. In this way, when the market is relatively good, only physical strength will be selected and dispatched. . Therefore, while other industries and companies are cutting people, "guess" is recruiting talent at high salary. Wei Lifang believes that the reserve of talent and the development of internal strength is one of the "guess" preparations for the economic crisis.

Preparing for the future and actively cultivating internal strengths are the basis for the "guess" to achieve further development and are also necessary conditions for its participation in the CHIC. Of course, attending CHIC2009 is one of the important “preparations” of clothing.

From the sidelines to exhibitors

Since 2004, Wei Lifang has been visiting CHIC every year. He is a “bystander”; in 2009, they finally became participants.

“The first visit to CHIC was to see what brands are participating in the exhibition and you can learn more about some of the brands. At that time, I would look at the market from the perspective of what the market policy of the brand is, what the price is, and what the fabrics are like.” It can be said. Over the years, CHIC has long been the “vane” of Wei Lifang’s industry and market.

“Later, I was already familiar with some of the participating brands, but each year I would still go to CHIC to see who had a special booth to see if there was a new brand.” Every year in March to Beijing International Exhibition to watch CHIC has become Wei Lifang's convention. Unconsciously, the creative and fashion visual effects brought on by exhibitors have become the focus of her watch CHIC. In Wei Lifang’s eyes, CHIC is not only a professional exhibition that serves the apparel industry, but also a fashion business platform that creates value for the apparel industry.

After watching the exhibition for so many years, Wei Lifang also made a sound recommendation to CHIC: “Traffic problems must be solved, as well as the audience's diet problems.” At the same time, she also affirmed the relevant services of CHIC2009: “We received the first two days. One fax, recommending some hotels around the New China Exhibition, I think this is good.” Wei Lifang said that all participating companies want to make better use of the exhibition platform to promote themselves and can make full use of the opportunities presented by the exhibitors. Therefore, it is hoped that CHIC will be able to recommend some excellent customers to a number of exhibiting companies and organize customer referral activities for different companies. Because if the exhibition does not make targeted recommendations, such a large exhibition hall, so many booths, so that franchisees to find their own brands, it is difficult.

The inevitable choice of promotion stage

Although it was the first time to participate in CHIC, it was guessed that the apparel for their “mystery” brand got 171 square meters of booth space. For the purpose of the exhibition, Wei Lifang said: “We hope to increase the visibility of the 'enigma' brand from 2009 to 2010. By participating in the CHIC, the company and the brand will enter a new stage of promotion. At the same time, through the CHIC, we can make more. The mall knows us and recruits some outstanding customers nationwide. And this is the core strength of CHIC."

The main purpose of the exhibition is to continue to promote the "mystery" brand, enhance brand awareness, and allow us to open some convenient conditions for entering the mall. Now it has entered a lot in the country, and some target shopping malls also have to enter. Through exhibitions, they have more knowledge of us.

Indeed, every year, CHIC attracts more than 1,000 outstanding brands and more than 100,000 professional visitors from dozens of countries and regions to gather here to promote the deep-seated development and all-round integration of Chinese and foreign apparel industry and fashion-related industries. It has become the most forward-looking information intelligence, business opportunity, exchange and sharing fashion brand in the fashion field.

So, what was the reason for guessing that the costumes so generously won the booth of 171 square meters?

Wei Lifang said that at the end of 2008, it was conjectured that the apparel had made a conference to make the “mystery” brand and designer Liu Xing attract much attention in the industry. “But we believe that after the release of the show, the brand needs a platform that will “get off the ground”. Therefore, it was decided to let the 'answers' brand participate in CHIC2009." Because over the past 17 years, CHIC has not only maintained the honor of Asia's largest and most influential professional clothing exhibition, but has also gradually developed into one of the most fashionable and most enjoyable experiences. Business value, the most industry and social influence clothing brand exhibition and business platform. CHIC, in the fleeting fashion of today, is still an incomparable charm stage.

As a rising star, the first time exhibitors will definitely bring greater influence to the brand. So, guess what the "enigma" brand brought by fashion will seize this opportunity? What is the form of the "mystery" booth? Can it surprise CHIC2009's fashion senses? In this regard, Wei Lifang said to be “confidential,” “We participated in a local exhibition in 2006. The first time we participated in the show, we won two awards – the Top Ten Design Brand Award and the Best Booth Award. CHIC is different from local level. At the show, we will also carefully prepare. This time to participate in the CHIC2009, it will be more distinctive and more eye-catching, so that the audience can remember the 'answer' as soon as it progresses, because uniqueness has always been the characteristic of the 'answer'.

It is worth mentioning that each piece of clothing in the "mystery" has its own name, which makes a piece of clothing containing ideas live alive. "She" uses a skillful, free and easy design language to tell more and more people the romantic story of a modern metropolis season after season. Its unique natural culture - "love nature, love freedom, love yourself" has won the recognition of the industry.

The "Mystery" brand's brilliant appearance at CHIC2009 will become China International Fashion Apparel Co., Ltd., insisting on "improving brand value promotion" as the core and "specialized service, branded service and comprehensive service" as its purpose, and further promoting Chinese clothing. A good example of brand value improvement.