Intima Asia
SIUF Unique Vision of Future Market Trends
17 February 2017
From 19 to 21 April 2017, international manufacturers, retailers and designers will present their underwear and lingerie to trade professionals. As Asia’s most influential intimate apparel trade fair, SIUF 2017 sets the benchmark for branding and sourcing in the industry. Mr.Fengwei Zhang, the CEO of SIUF, tells us about the fair's highlights and shares advice for brands planning to develop in the current Chinese lingerie market.
Mr.Zhang, as the leader of this successful event, can you tell us what the highlights of the event are this year? Are there any new additions to the show?
This year we will have a large exhibition, two awards ceremonies, three contests, many forums and a special show. Our goal is to create a platform for the whole intimate apparel industry. Compared to the previous twelve editions, we have so much to look forward to this year. In order to extend the supply and demand chain we are exhibiting swimwear, maternity and baby products for the first time. There will be a wonderful concert featuring Embryform, Oleno, INVISTA, Jixiangzhai and other well-known brands. It is worth mentioning that this is our first international exhibition. There will be a large number of accessories and garment companies from Germany, France, Italy, Spain, USA, Indonesia, Taiwan and Hong Kong. The European section will have almost 20 European companies. To increase the number of participants, we are offering a B2B 'speed dating service' in the hall. We aim to strengthen links with other countries, especially Germany and we are also focusing on collaboration with Hong Kong and Taiwan based industry professionals. To this end we have invited outstanding local enterprises to take part in the exhibition. Leading brands such as Roesch Fashion, Lou and Japanese legwear sales champion - Atsugi will also all participate in the event.
What is the main reason that SIUF is so successful in the lingerie market?
SIUF has a unique vision of future market trends and insight into customers' needs. We are very proud of this two-point industrial strategy that we have followed for the last twelve years. Our goal is the development of industrial services and to help our customers get the best deals. We help them to access and find resources and to achieve tangible results. Obtaining customers' trust is the driving force behind SIUF.
How does SIUF help the brands grow their reputations and get in touch with the buyers?
SIUF has invested heavily in providing support for professional buyers and we have become one of their core resources. In addition to this, we have invested a lot of manpower and resources into expanding our database and encouraging buyers to attend the show. In recent years we focused on expanding regional markets, by launching the 'China heart health - China Fengwu clothing’ national tour, in partnership with leading brands. This cross regional professional promotion gives brands a direct and effective promotion platform. During the exhibition, we not only invite quality buyers from the hundreds of thousands in our database, but facilitate face-to-face negotiations between buyers and brands, and host the 'Kingcraft Dealer Awards', where we reward outstanding agents and terminal operators. We constantly seek to help buyers and exhibitors transactions by improving SIUF's multi-channel marketing.
What do you think a brand needs to develop in the Chinese lingerie market?
This is a very big proposition, and now more and more foreign brands want to open up China's huge market, but they have limited success. I think that in order to enter the Chinese market, you must first understand Chinese culture, and both the market and consumers' demands, and then develop sales channels in accordance with the appropriate product positioning. With the rise of SIUF's international influence, many foreign brands take part as a way into the Chinese market.
What should the Chinese brands learn from the successful American and European brands’ experiences?
The most famous brands in Europe and America have a rich history of R&D, product design, fashion trends, marketing and business management. Globally they are the most important which is why the four largest fashion weeks all take place there. On the contrary, the majority of domestic brands start out in foreign brands OEM, where they learn from the advanced foreign brands' operating experience and successes. But I think, now the industry as a whole is still impetuous, we don't have the same tradition of craftsmanship that exists in Europe and America. This is something that Chinese underwear professionals should study and think over.
What is the most difficult thing for you to achieve?
SIUF has gone from 5000 square meters to 73000, from the largest show in China, to the biggest in Asia but our goal is to be the world's largest intimates trade show. We always plan our next steps at least one year in advance and we consider every decision to be solid. Shenzhen will continue to be our core with our global development links radiating from here. Our next five-year goal can be summed up by ' Shenzhen underwear, dancing in the world.' We aim to promote Chinese intimate apparel and become a global fashion leader.
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