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当CHIC无可争议地成为全国服装行业的风向标时,媒体也在从各个角度深入其中“察言观色”,以期分辨市场端倪。在媒体的眼中,CHIC早就不只是一个专业化的规模展会,更确切地讲,CHIC是媒体赖以生存的信息平台;当“服装”顺应发展成为北京都市产业的主力军时,北京自然被国内外服装品牌视为最具吸引力的消费市场。在企业的眼中,北京是品牌的必争之地,而CHIC就是通往北京时装之都的“敲门砖”。几个月之前,CHIC的采访计划就在紧锣密鼓地准备中,在《时尚北京》独特的视野里,品牌与市场,市场与北京,北京与CHIC,CHIC与媒体形成了一个产业信息链条中的五联环。为了探究五环之间的发展关系,《时尚北京》组织了10名记者,对CHIC的参展企业进行了一次绝无仅有的“拉网式”调查。为了确保调查结果的准确性,730个参展企业当中,排出非主流产品和不具备访问条件的品牌,共有543个参展企业就“是否进入北京市场、北京市场营销渠道和方式的选择、品牌销售网点的布局情况、北京市场销售业绩评价、是否知道北京时装之都建设情况”等问题接受了调查访问,达到了参展企业总数的76％。调查的结果理性地反映出了被访企业对拓展北京市场的基本态度,一个品牌共建时装之都的脉络逐渐清晰起来。
When CHIC is undisputedly the vane of the national apparel industry, the media is also deepening its “spectacles” from all angles in order to distinguish the market. In the eyes of the media, CHIC has long been more than just a professional scale exhibition. To be more precise, CHIC is an information platform for the media to survive; when “clothing” conforms to the development of Beijing’s urban industry, Beijing is naturally Domestic and foreign clothing brands are regarded as the most attractive consumer market. In the eyes of the company, Beijing is a must-win place for the brand, and CHIC is the “stepping stone” to Beijing’s fashion capital. A few months ago, CHIC’s interview plan was in full swing. In the unique vision of “Fashion Beijing”, brands and markets, markets and Beijing, Beijing and CHIC, and CHIC and the media formed a fifth of an industrial information chain. Lianhuan. In order to explore the development relationship between the five rings, “Fashion Beijing” organized 10 reporters and conducted a unique “drawing” survey on the participating companies of CHIC. In order to ensure the accuracy of the survey results, among 730 participating companies, excluding non-mainstream products and brands that do not have access conditions, a total of 543 exhibiting companies “whether they entered the Beijing market, Beijing marketing channels and methods of choice, brand sales outlets The situation of the layout, evaluation of sales performance in the Beijing market, and whether it knew the construction of Beijing’s fashion capital, etc., were investigated and interviewed, reaching 76% of the total number of exhibitors. The results of the survey rationally reflected the basic attitude of the interviewed company to the expansion of the Beijing market, and the context of a brand building a fashion capital became clear.