Exploring the high-quality fabrics in Japan in China

In the face of an unprecedented surge in Chinese consumption, high-end manufacturing companies are now beginning to ponder how to make their products more suitable for the tastes of Chinese consumers, Made for China. As a result, the French fashion brand Chloe has a "China Red" version of the Marcie handbag; jeans brand Levi Si introduced a slim fit for Chinese wearing "Denizen" new product ... ... April 21 to 22 in Beijing The high-end fabrics exhibition held in Japan is also verifying the changes in this marketing strategy. April 21 ~ 22, Japan-made high-level fabrics exhibition held in Beijing Jinglun Hotel. Eleven high-end fabric companies from Japan, in the form of "IRODORI (multicolored)", have brought the most popular fabric products to Chinese apparel companies and are trying to promote products suitable for Chinese domestic market. In their transition to "Made for China," they are continuously exploring and innovating exclusively in the Chinese market. Trying your "run-in period" is different from last autumn's show, this year's Japan-made high-end fabrics show in the exhibition mode, product design, exhibitions and other aspects of a refreshing feeling. Show, hanging over a bracelet on a meter away from the cloth replaced the legitimate sample card display. In addition, the layout of the exhibition hall is no longer separated stand alone, but more emphasis on "IRODORI" team integrity, fabrics by category, the season arranged one by one. For the second appearance in Beijing, the Northern International Group, as the organizer, Tianjin New Textile Import and Export Co., Ltd. and Japan's New World Cotton Co., Ltd. all hope to present the most essence of Japanese fabrics. "We tried to express our understanding of the Chinese market through the platform of this exhibition, except for the changes in the external form, and the products themselves have been greatly adjusted." Nihon Fukui, president of Japan's New Cotton Exchange Co., Ltd., said: "Although many Fabric texture and weaving techniques or Japanese original, but before introducing to the Chinese customers, we will repeatedly consider what kind of color and pattern is Chinese consumers like. "In the past impression, most of the Japanese fabrics Gives people a sense of style and elegance. In this year's show, you can clearly feel the color of the fabric becomes more rich, orange, pink, navy and other colors of the fabric exceptionally eye-catching. Contains cupra ammonia fiber, shiny lustrous fabrics become the main push "star product." In addition, the product variety is also more diversified, in addition to jackets, dresses, pants, but also for the jacket, underwear and other types of clothing fabrics. Speaking of the transformation process of the show, Fukui really I feel very deep, "initially entered the Chinese market, we have brought in Japan's best-selling days silk yarn, textured yarn-based products, but unexpectedly, Chinese merchants Of these products do not buy it. "Since then, Fukui really I realized that if you want to integrate into the Chinese market, simply copy the Japanese consumer taste approach will not work. Now every time he comes to China, he will go to the mall to see what kinds of fabrics are used by Chinese clothing brands. "This change is only a trial phase, the final result depends on the market feedback." Special features Full range of water test It is precisely because of a lack of understanding of the Chinese market, Japanese manufacturers are more eager to use the show's platform to obtain a full range of market information, In order to carry out targeted R & D work in the future. Sales representative Hirose Hiroshi and said, "On the one hand we will bring unique products to China, on the other hand to promote the latest research and development of fabric products, in addition to show the strength of enterprises, but also take a look at the Chinese market reaction, which for us to That is more meaningful. "At this exhibition, each Japanese business has introduced a variety of new fabrics. The exhibition site, a special sense of texture of cotton fabric has attracted some buyers interest. It is understood that this fabric woven by the precision of computerized knitting machine, can make the fabric showed a regular pattern of the product off the sense of horizontal lines. Another navy style two-tone striped flash fabric is also very popular. This fabric uses warp yarns that have not been dyed and filament yarns that have been dyed in two colors in the weft direction. Fabrics in full of gorgeous colors, but also has a flash of light. "The color card like this fabric has been booked a lot of sets." One sales representative told reporters that in order to provide more options for Chinese customers, the Japanese company produced a special fabric containing a variety of colors Card, the designer can according to their own needs, with color. In addition, a denim manufacturer featuring Tencel denim at the show also made its debut. "We started to use Tencel more than 20 years ago and there is a boom in Tencel now in Japan so we would like to introduce this product to the Chinese market." Kyoko Fujiwara, one of the IRODORI team members, said In addition to the products of this exhibition, Tencel's characteristics, as well as the technological advantages of its denim fabric. "As far as I know, many Chinese apparel companies use denim fabrics are done after the clothes washing process, so the style of the denim feel not very confident that this time we bring the fabrics are washed, Can provide good dimensional stability for the garment after-processing sewing. We hope that such products can be Chinese merchants of all ages. "Made in Japan need to re-positioning Expo site, Fujiwara Kyoko told reporters in particular a seemingly very ordinary Tencel denim fabric. "In the eyes of the Japanese, this traditional navy color expresses the spirit of Japan's Edo period, which I thought would not be welcome, but some Chinese merchants chose to show great interest in it." This phenomenon So many Japanese companies do not understand the reason. Sometimes, not a "fist product" fabric is much better in the Chinese market. So, Chinese designers in the purchase of fabrics valued what the characteristics of Japanese fabrics it? In other words, Japanese fabrics and Chinese and European countries, the fabric has what advantage? Yu, a designer of a high-end business men's brand, unleashed the reporter's doubts: "At the show, I'd even like to find some fabrics with Japanese characteristics that our country can not do in Europe or Korea. Mainly from the fabric texture, function, color and other aspects to consider. "Yu said that in his new season series every year, 6% of Japanese fabrics, 30% of Korean fabrics, 60% of the domestic fabrics, as well as A small amount of fabric from European countries. The distribution of such sources of procurement, requiring not too much accounting for the Japanese fabrics have a unique and precise positioning. "This year I am more concerned about knitted fabrics.Now domestic business men emphasize comfort, moisture absorption and comfort of knitted fabrics are in line with this trend, and Japan's knitted fabrics in the production technology and finishing are stronger, the fabric texture Effect diversification, gloss is better. "When the reporter put a color fancy fabric in front of Mr. Yu, he smiled and said:" I will not choose this.In fact, China's men's clothing is restrained , This fabric can be used as a small part of the decoration, but if large-scale use, Chinese consumers will not accept. "China's textile and garment industry in the process of continuous improvement, the market for a wide range of high-end fabrics There is demand. How to go further in this market is still a question worth pondering. "I do not think Made for China is not just developing several products for a one-time order, but should listen to the voices of Chinese designers and consumers, integrating the essence of Japanese manufacturing with the needs of the Chinese market, Products can be deeply rooted, and this will also be our future focus. "Fukui really I said.

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