In the past two years, the European-style showroom model has experienced an explosive growth in the cold Chinese apparel industry, and has frequently become a hot topic at the China International Clothing & Accessories Expo (CHIC) in recent years. From March 15th to 17th, the famous HIVE showroom in the domestic showroom field will once again land on the beach and bring a new lineup of Chinese original designer brands.
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Spring March, destined to be beautiful. On March 4th, the Hive flagship store under the China-original design of hive museum line officially settled on the fifth floor of Guangzhou Hongmian International Fashion City.
As a store with a collection of quality original designers, hive showroom has a lot to do with cotton. Deputy Director of the Consumer Products Industry Department of the Ministry of Industry and Information Technology Cao Xuejun, Deputy Secretary General of the China Textile Industry Federation Yang Jun, Li Jincai, Vice Chairman of the China Textile Industry Federation Circulation Branch Zhu Guoxue, Vice Chairman of the China Textile Industry Enterprise Management Association Wang Jinjun Mr. Lang Ping, the assistant chairman of China Fashion Designers Association, Bu Xiaoqiang, president of Guangdong Clothing and Apparel Industry Association, and Ding Ning, executive director of Guangdong Fashion Designers Association, came to the store to visit and exchanged views on the hive showroom offline experience shop.
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According to reports, the HIVE showroom founded by Guangdong International Fashion Art Research Institute is dedicated to collecting the most cutting-edge fashion designs for Chinese buyers. After more than three years of operation, it has successfully achieved popularity in China and has become one of the three largest showroom brands in China. The hive showroom, which has just opened, focuses on the rapidly growing Chinese original designer brand, aiming to explore more “good Chinese designs†for Chinese consumers and help the growth of domestic new designers.
Hatching local design new force
At present, the HIVE showroom and DFO and Shitang are the three most influential showroom brands in the domestic fashion industry. Unlike HIVE, which focuses on Italian fashion, the hive that settled in Kapok is a tailor-made showroom for Chinese local designers. Once it was opened, it was closely followed by domestic and foreign designers and buyers.
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Zhao Chuanjiang, CEO of HIVE showroom, briefed the reporter that hive showroom has established cooperation with Youppie, DAMO WANG, SHANG 1, bag sir, Poetream and more than ten Chinese designer brands. The consumer groups of the selected brands are located between the ages of 18 and 35. The brand is younger. If HIVE showroom opens the door to a wide field of vision for the domestic buyer market, hive showroom brings local original designs that are more suitable for Chinese consumers.
Zhao Chuanjiang admits that compared to the industry’s popularity and awards, when choosing a designer, hive valued more whether their products stand the test of the market. "The designers I choose are not necessarily "Top Ten" award-winning designers, but they must have experience in the market. They must understand exactly what the consumer needs and what the market experience is. Full, this is the most important."
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International operation guarantee core value
The most prominent feature of hive lies in the professionalism of its full-process operations management, as well as the forward-looking nature of the synchronization and collaboration of Internet technology, online and offline. The team not only has a professional fashion sense and a keen sense of the market, but also provides buyers with comprehensive supply chain management services such as selection, communication, supply, and logistics. “Our team of selected brands are professionals who have returned from training in Europe. When selecting Chinese designers, they are also using European standards for screening. They are fully internationalized and fashionable. This is the largest in Hive and other domestic showrooms. The difference between them." Zhao Chuanjiang said.
In addition to rigorous pre-designer screening, hive also firmly followed the professional path in the later operations. First of all, hive will rigorously screen customers who come to the store, and then brand consultants will swipe in to lead customers into showrooms to select products. In addition, hive strictly implements the membership system, and buyers need to pay a deposit to become members. Zhao Chuanjiang introduced that this is to maximize the degree of customer purity and professionalism and improve operational efficiency. On the other hand, it is also to protect the designer's original design and avoid plagiarism. The "Hive +" APP independently developed by HIVE uses the member protection system synchronously to protect the online viewing rights of paying members.
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In the past two years, a lot of showrooms have emerged in the country, but some showrooms will become exhibitions after a period of development. The real core of the showroom is orders.
“Hive's core has always been focused on orders. Our selection and elimination process for designers, and the screening access mechanism for buyers and customers, are ultimately to ensure efficient trading. Orders are the starting point. We have been focusing on orders, so during the several fashion weeks in 2016, we received a relatively high degree of attention.†Zhao Chuanjiang said.
In this era of endless new models, the showroom does not require high-quality goods. Under the background of consumer upgrades, whether designers can accurately match the needs of the new generation of consumers and whether they can withstand the inspection of the consumer market is an important measure for the selection of brands in the showroom.
Hive mode is copying
Whether it is HIVE or Hive, both showrooms regard Guangzhou, which has a complete garment industry chain, as an important base for the Chinese market. Bu Xiaoqiang, general manager of Guangzhou International Fashion City, believes that this is an excellent opportunity to promote local brands to improve their competitiveness. “The arrival of outstanding designer brands not only injects new vitality into the cotton industry. They bring high-quality products, but also bring top fashion information, leading operating models and management concepts, and promote other domestic businesses to follow suit. And promotion, this is also a way to promote the incubation of indigenous brands."
“Currently, the settled designers have long-term follow-up to market changes and have mature marketing experience. They can stand the test of the market. In addition, hive showroom has been actively cultivating the second-tier and third-tier designer brands, and in the long run, it will help To create a virtuous circle of high-quality local designer brand teams, for the Chinese market to provide more suitable for Chinese consumers a good design.†Bu Xiaoqiang said.
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Bu Xiaoqiang believes that the showroom under the online connection line is different from the traditional order meeting and trade fair. To enter the Chinese market, we must talk about methods and have patience. After more than three years of operation, the success of HIVE showroom proved that the "market-based" methodology is effective. He explained that "beginning in 2014, the HIVE showroom has been conducting road shows in Beijing, Shanghai, Guangzhou, Chengdu and Wenzhou. This year, the Hive showroom will continue to set off, and will also travel to cities such as Harbin and Xi'an to further open up the fashion landscape."
In the future, hive will select brands with different price points and styles according to the different venues and locations, replicate models throughout the country, and open chain stores with a unified image. We will all see the hive showroom in the CHIC2017 spring show and the subsequent domestic fashion week.
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