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24th CHIC: The hub of Chinese fashion business attracts record exhibitors

"CHIC (China International Clothing & Accessories Fair 2016 -Spring)  took place from March 16 to 18, 2016 right at the beginning of China’s 13th Five-Year-Plan Convention. The fair underlined evolution, not revolution dominates the prosperity of the fashion business. Innovation, especially in the area of research, development, industrial transformation constitutes the ‚main force."

 

CHIC-2016.03

The 24th edition of CHIC, China's largest fashion trade fair, continues to grow and evolve as the event welcomed over 1,300 exhibitors from 20 countries. CHIC (China International Clothing & Accessories Fair 2016 -Spring) took place from March 16 to 18, 2016 right at the beginning of China’s 13th Five-Year-Plan Convention. The fair underlined evolution, not revolution dominates the prosperity of the fashion business. Innovation, especially in the area of research, development, industrial transformation constitutes the ‚main force. And as outlined by Chen Dapeng, Executive Vice President CNGA and Head of CHIC, “The Chinese market is still growing but it is a market for the middle class. The slogan‚ ‘new normal’ expresses that consumers in China are very well aware on styles and prices, but not buying at any price. The price/quality ratio plays an important role.”

International hub of fashion business

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During the three days of the event, 1,04,592 professional visitors registered. Even if this number was lower compared to CHIC in March 2015, the higher quality of visitors was remarkable. As Limin Ou, CEO of Peacebird said they received a lot of positive feedback, the visitor quality as well as the quantity was amazing and they succeeded in reaching their goal. The Chinese market becomes more and more sophisticated and the organizers believe the future for them will lay in quality fashion for China’s growing middle class. The increasing number of international buyers is evident with merchants from as far as Botswana in Africa signing a business contract at CHIC.

Carrefour placed a direct enormous order. Besides trade visitors coming from shopping malls, department stores boutiques, e-commerce platforms also outlet centers attended CHIC. According to Liu, President and General Manager of Shanghai Xiongyi Apparel, a long-time visitors at CHIC, “I am coming to CHIC since many years. I always receive new inspiration here and discover every time new brands for my business.”

Considered Asia’s fashion window, CHIC furnished proof on international cultural and creative industries with total 1,300 brands. Twenty seminars with focus on scientific and technological researches including new sales channels were held during the event. Moreover, 15 fashion shows underlined the new fashion styles.

Lifestyle arenas a lure

CHIC 2016.03 Photo overview

The clear structure of CHIC convinced the professional visitors again. Within ‘Prestige,’ hot discussions were raised regarding customization style innovation and better cost performance. Some of the Chinese brands used CHIC as a platform to re-launch their brand or present new lines. ‘Firs’ re-launched its brand ‘Shanshan,’ ‘Peacebird’ presented a new brand of their group called ‘Whaam’, a new cooperation between Ningbo Peacebird and Disney, targeting the young fashion market in China. Also one of the big Chinese retail brands, ‘Semir’, promoted a new brand within the area ‘New Look’ (womenswear). Liu, Business Development Manager of Semir, explained that their new brand ‘Gson,’ focussed on business style fashion, is profiting from the boom in the commercial real estates of China. Septwolves launched its new brand Totem Wolf – a new fusion of Mao, Tibetan, Dai ethnic characteristics and culture. The leading young team of Totem Wolf supplemented the launch with a relevant mobile phone app.

International fashion journey

The area was enlarged this time and new nations like Netherlands showed up. Chen Dapeng expressed that European brands are demanded in China, but they have to compete with the market prices of same quality in China and review their calculation of prices being partly six times higher than in Europe.

On the occasion of the visit of Dutch fashion labels to Shanghai, the first Sino-Dutch Fashion Dialogue ‘Cross’ was co-organized by the Netherlands Consulate General in Shanghai, RNW Media and Donghua University, CROSS helped the best of Dutch and Chinese fashion form ties through engaging dialogues.

As Anneke Adema, Consul General of the Netherlands in Shanghai said she noticed that throughout China there is a shift to the creative sector and hope this dialogue will make more people familiar with Dutch fashion: sustainable, comfortable, innovative in crossing borders and with a twist. She also expressed that it will also help in creating sustainable ties between Shanghainese and Dutch creative minds.

According to Gerard Roudine organizer the French pavilion ‘Paris Forever’ opined this CHIC was the best in their longtime participations. And Italian pavilion ‘La Moda Italiana’ received more visitors than previous years.

Meanwhile, Brazilian shoe association Abicalcados organized the Brazilian pavilion ‘Brazilian Footwear’. They were happy about the visitor flow and joining forces with CHIC to push their brands into the Chinese market. After several platforms they tried in China, they found now their place at CHIC and will continue in October 2016.

This time, the Chamber of Commerce of Netherlands, Enterprise European Network participated for the first time at CHIC. They received visitors from wholesalers, buyers and agents. And they even placed orders at CHIC. They considered their participation as successful and will plan a larger participation next time.

Participants of the German pavilion got good experiences at CHIC. Claire Thorneycroft, Export Manager at Roesch, liked the clear structure of CHIC and conducted promising talks to enlarge their distribution network. Some German exhibitors exhibited along with their agents in China. This, some said led to a resounding success.

Similarly, London-based PURE with its show-in-show concept at CHIC was optimistic. PURE organizers were happy about this cooperation as they were aware of the strong partnership with CHIC as mediator in the fashion sector.

Istanbul Leather and Leather Product Exporters’ Union (IDMIB) participated for the 3rd time at CHIC. They increased their participation by 50 per cent and announced already a further increase for next CHIC. The Turkish brands for leatherwear, furs and shoes received many trade visitors and considered their participation much more successful than expected.

Information Age at CHIC

This area provided the complete industrial chain software information technology. Information solution enterprises like Qishaon Tech, Quzhuyun Tech, Jiqimote accentuate the necessity of intelligent manufacturing from sewing automation digital printing. 3 D printing or drawing, but also inventions like cloud computing, big data to improve the industrial standards to 4.0.

CHIC is the recognized mediator of fashion business in China. Since its beginning in 1993, CHIC has established a world-wide network and a very close relationship to whole Chinese fashion circle. CHIC has set its tasks to be the fashion wind vane and to be partner even in more difficult times to see and work out changes and breakthroughs.

 
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