The Canton Fair Was Held Online For The First Time, And The 4481 Textile And Apparel Exhibitors Were The Most In Number.

In June 15th, the 127th China Import and Export Fair (Canton Fair) opened. Compared with the past, the Canton Fair was first launched in the form of Internet. Hundreds of thousands of global buyers and millions of Chinese foreign trade personnel will be online for 24 hours in 10 days.

According to the official website of Guangzhou Fair, this year, the number of exhibitors in textile and apparel industry is the largest. There are 9 exhibitors and 4481 exhibitors in the textile and clothing category. The exhibition covers a dozen categories including men's wear, children's wear, underwear, sportswear / casual wear, household textiles, textile raw materials, etc. From the perspective of participating enterprises, not only export enterprises from Guangdong, Shandong, Hebei, Jiangsu and Zhejiang, and other textile developed areas, but this year's online platform has attracted many enterprises to become the new faces of the Canton Fair.

Analysis of the industry, since this year, affected by the epidemic, the international market demand continues to be weak, the emerging market currencies depreciate sharply and the domestic economic downward pressure is increasing. The challenges facing China's foreign trade are unprecedented. The innovative way to hold the Canton Fair on the Internet will help enterprises to rush orders, protect the market and increase confidence.

New technology helps fashion show

Merchants "cloud" taste

Without the offline booth, the official website of Guangzhou Fair became a pavilion. Take pictures, video and 3D, and display brand image in many forms and dimensions. Some enterprises have also set up VR virtual exhibition hall, so that even if merchants travel far away, they will be able to immerse themselves in the world.

On the opening day, Ningbo Ningxing Heng Qi International Trade Co., Ltd. took the lead in the fashion show of "colorful fashion". Guangzhou textile industry and Trade Group Co., Ltd. is unwilling to follow the theme of "women's clothing" as "epidemic". The reporter noticed that a walking model wearing a "to stay healthy (keep healthy)" clothes is very much in line with the theme.

According to the director of NingBo Railway Station at the PDC platform of Guangzhou Trade Fair, the fashion week of Guangzhou Fair mainly builds a 24 hour all-weather display platform for fashion enterprises and buyers such as costumes, bags, shoes and caps, to help enterprises enter the overseas market. In addition to Zhejiang, Guangdong and Jiangsu garment enterprises are also actively joining.

Enter the Fujian Shang Fei Clothing Co., Ltd., the enterprise name and Logo below have 3 labels, such as brand business and multi session exhibitors, showing the strength of the enterprise. Under the label, there is a jump button for "enterprise 3D display". Click on it to enter the VR exhibition hall. The reporter found that Shang Fei made the VR exhibition hall a fashion counter, giving buyers a shopping experience. The linked links will be popped up with detailed information and will be supplemented with English interpretation.

The samples are transformed into "Live Room".

New products appear one after another.

For many years, the "old faces" of the Canton Fair, the Oriental International Group and its new Oriental textile and other textile companies, are participating in the exhibition. Take the textile company as an example, in response to the cloud exhibition, the company has held several special meetings to carry out the deployment. Only the fabric products cover cotton, linen, polyester cotton, polyester sticky, artificial cotton and other fiber components, including printing, dyeing, dyed weaving and other kinds of craft categories, and other kinds of clothing products and other categories.

In Jiangsu Wuxi East High Speed Rail business district red bean Fortune Plaza foreign trade clothing sample room, on the door, a densely packed schedule covers the 10 day extension of Canton Fair. The lighting, background boards, mobile phone rack and so on are well equipped, busy and orderly at the scene: the anchor repeatedly practise English commentaries, someone has ironed samples of clothing, confirms product data information, and tests live broadcast network signals.

"External environment is changing and business ideas must also be changed. Knowing that the Canton Fair was changed online, we immediately adjusted the plan, and did a lot of work in setting up a live broadcast team, screening products, uploading pictures, and draining overseas customers. Zhang Hong, deputy general manager of red bean international company, introduced.

When the reporter walked into the studio of Qingdao Guohua arts and Crafts Co., we saw many kinds of products, such as cushions, fan embroidered screens, tablecloths, meal sets, sheets, sheets, quilts, sofa covers and so on. Ren Hua, chairman of the company, said in an interview with China textile daily that the main display of the company is embroidery. As a intangible cultural heritage of Shandong Province, enterprises have been committed to inheriting and carrying forward the traditional handicrafts of Jimo lace for many years, and combining the two traditional techniques of lace weaving and hand embroidery.

"At present, many products have won many customers' praise." She said that most of the customers who came to live in the company were old customers. These customers were more traditional, and they were also the first attempt at cloud exhibition. According to the briefing, since the end of the last century, enterprises have been exhibiting Canton Fair. The company sells 90% products every year to dozens of countries in the Middle East and Europe and the United States.

Cao Yuhua, Minister of Qingdao import and Export Co., Ltd., said in an interview with reporters that at present, the main export products of the company are mainly OEM. During the exhibition, we will mainly display six series of products, such as POLO shirt series, Yoga series, new fabric development series, underwear series, children's wear series. At the same time, according to past experience, basic funds have been prepared. If customers have needs, they can be displayed online at any time.

Zhan Jianpeng, chairman of Guangdong national wedding dress Co., Ltd., who has participated in the Canton Fair many times, believes that this is a brand new attempt. To this end, the company has made full preparations. During the preparatory stage, the company's design team has designed a series of new evening gowns based on the latest trend, invited models to take pictures of new products, and uploaded the exhibition hall of Guangzhou Fair with the details of the products.

In the company's studio, Zhan Jianpeng brought different grades of products. Low end products are affordable and cost effective. The mid end products have certain manufacturability, fashionable style, favored by consumers both at home and abroad, and are relatively salable. The high-end product version has complex workmanship and exquisite workmanship, reflecting the company's strong technological level.

Zhan Jianpeng said that in line with the current consumption situation at home and abroad, enterprises are taking the strategy of "grasping two hands": gradually changing the traditional production and sales mode according to the scattered orders of foreign customers. In the domestic market, we constantly enhance brand awareness, participate in various domestic exhibitions, participate in world supermodels and other competitions, provide advanced customization for CCTV hosts and stars, so that more domestic consumers can understand and expand consumer groups.

Corporate anchor turns into battle

Business at any time online

"Unlike the live broadcast of goods in past impressions, we need to skillfully use foreign languages and professional terminology to communicate in product introductions and business negotiations at the Canton Fair. To this end, we hired a professional team to conduct live training, and procured a series of live accessories to prepare for online live broadcast. Zhan Jianpeng said.

For such a cloud exhibition, red bean also attaches great importance to foreign trade. Zhang Hong said, "anchors" are actually the company's foreign trade salesmen, from behind the scenes to the lens, the foreign trade people is also a turning point and challenge.

In order to let the salesmen who have no direct broadcast experience master skills, red bean foreign trade is also actively integrating resources and strengthening professional training. After repeated training and adjustment, red bean has now formed 3 direct seeding teams, and has divided 4 groups of different styles of anchor groups.

"To attract the attention of overseas customers, on the one hand, we are also in the perspective of businessmen, repeatedly trying to rub the key information into the communication content, including the overall introduction of enterprises, the characteristics of fabrics and the advantages of production. On the other hand, we are standing at the perspective of an audience across the screen, carefully polishing the script innovation and presenting the scene, focusing on guiding the" foreign trade anchor ". Form a natural and relaxed style of communication, smooth and fluent English expression, and a fresh and natural anchors image, and strive to keep every live broadcast during the exhibition. Zhang Bo, head of the red bean Art Troupe, introduced.

It is worth noting that the Oriental International Group textile company has organized the online training course of the online Canton Fair, covering the management of cloud exhibition hall, the operation of live broadcasting, the operation of docking and docking, the demonstration of the whole process of exhibitors, and the "live skills training" under the organizational line. In order to meet the different needs of foreign customers, the company has arranged multi time difference and multilingual live broadcast.

"In order to cope with the epidemic this year, enterprises are also trying to find ways to do so. Apart from participating in the Canton Fair Exhibition, enterprises are also organizing the Shandong foreign trade enterprises group under the support of the local government. They are shown in Alibaba 1688 wholesale network, Jingdong, and many other platforms. Before the Canton Fair, enterprises have accumulated some live experience. Ren Hua said that the company arranged 24 hours of shifts to ensure online communication, and customers entered the studio, through word and voice messages, to understand product numbers, specifications, quotations and so on.

Reporters interviewed Henan Oriental Silk Import and Export Co., Ltd., Henan Tai Si Clothing Co., Ltd., Henan Ziyang Everbright Textile Co., Ltd. and many other exhibitors found that many enterprises in the epidemic situation to achieve growth in the counter trend, relying on years of R & D innovation accumulation, consumer habits and insight, as well as the whole industry chain support.

Cao Yuhua also said that although the overall export volume has declined slightly under the influence of the epidemic situation, the import and export business of the enterprises is relatively stable because the Japanese customer groups are relatively stable. In order to achieve steady return to business, the company also arranged 24 hours shift online.

As of press release, during the two days, the live broadcast of red beans lasted for 30 hours, and the total time of watching was 6579 minutes. It received inquiries from customers in Saudi Arabia, Kuwait, Canada, the United States, Spain, Japan, Singapore and many other countries.

This time, it is precisely a group of textile people like the red bean trade who are embracing the new era of digital new foreign trade. They are trying to seize the opportunities of the times and create a new channel of digital new foreign trade through the special products.