After three days, on October 15, the China (Hangzhou) Fashion Industry Digital Trade Expo (abbreviated as: Hangzhou Fashion Digital Exhibition), co-organized by Zhejiang Garment Industry Association, Zhejiang E-Commerce Promotion Association, Guangdong Underwear Association, Shenzhen Textile Industry Association, and Fashion Club, and hosted by Hangzhou Yishang Town Operation and Development Co., Ltd., Hangzhou Yisheng Exhibition Co., Ltd., Shenzhen Zhongsheng Exhibition Co., Ltd., and New Retail Alliance, came to a successful conclusion.

Nearly 40,000 square meters of exhibition area, hundreds of enterprises, 3 special exhibition halls, 3 summits with thousands of people, 6 summit forums, and 4 product selection and matching meetings have come together to form a peak feast of the fashion industry in Hangzhou.

The future is always beyond imagination, and opportunities are always in a flash. Today, when the epidemic has become normalized, this expo takes witnessing the rebirth as its theme, deeply integrates the fashion industry and digital technology, and takes the promotion of the digitalization of the fashion industry as its core appeal. It uses innovative digital technology and artistic space to create a new exhibition space, and innovatively creates a fashion event that integrates "digital & fashion".

A new lineup of exhibitors, a new model show, a new theme forum discussion... This exhibition focusing on "digital" has been given a brand new ecology.

In the new era of digital paradigm under the technological revolution and industrial transformation, consumption upgrades, integrated interactions, and collaborative innovation are everywhere. The innovation and iteration of theories, models, and systems will not only make the industry rethink the way forward, but also give opportunities to leaders who actively innovate and explore.

If we were to add a footnote to the launch and closing of the first Hangzhou Fashion Digital Exhibition, perhaps we could discover from the words of Lai Yonglou, general manager of Hangzhou Yisheng International Exhibition Co., Ltd., the person in charge of the exhibition, that the core behind all innovation, reshaping, and deconstruction is the direct reach of consumer demand.

01: Fusion - Triggering a new link

Focusing on the foundation of the industry, create a new transaction scene.

The fashion industry is one of the eight trillion-dollar industries that Zhejiang Province focuses on building. The "Zhejiang Province Builds a Fashion Capital and Promotes the Reform and Development of the Fashion Industry Action Plan (2020-2022)" clearly proposes to build an international fashion capital with Hangzhou as the core and gather resources.

China [Hangzhou] Fashion Industry Digital Trade Expo deeply integrates the fashion industry resource advantages of the two bay areas of the Yangtze River Delta and the Pearl River Delta. Based on the historical node of the alternation of the two hundred years, it caters to the future development needs of industry enterprises and downstream markets, bringing a super feast of chain-driven fashion digital industry, opening up the fashion industry chain from the source, actively integrating into the new pattern of "dual circulation", and winning new development opportunities in the new era.

"Fashion Integration" is the key idea of the establishment of Hangzhou Fashion Digital Exhibition. Based in Hangzhou, the capital of e-commerce, with e-commerce companies, live broadcast organizations, communities, private domains, cross-border and other channel resources, how to meet the needs of one-stop procurement of all categories of channels? How to closely link the interests of the channel with the exhibition, and truly play the dual functions of the exhibition serving exhibitors and serving channels? The transformation from focusing on knitted underwear categories to covering all fashion industry categories such as clothing, underwear, underwear, home clothes, original design, digital manufacturing, etc. is imperative!

As a resource aggregation platform, trade and transaction platform, and promotion and communication platform, the Expo has a strong driving effect on industrial development. This Expo attracted key links in the upstream and downstream links of the fashion industry, such as clothing brands, knitted underwear, designer brands, clothing supply chains, clothing OEM, and original designs. It also organized professional buyer groups to accurately trace the source, held 4 product selection matching meetings, and brought together multiple product selection channels such as brands, community group buyers, platform e-commerce, and live broadcast e-commerce, providing supply chain merchants and brand merchants with a new explosive growth channel.

At the exhibition, many well-known domestic and foreign brands, including BADINA women's wear, high street fashion brand INXX, BASIC HOUSE fashion, Hongdou home furnishing, JIA ZHI FENG, Xinyi Group, Kaidi, Shuizhonghua, Qiulu, Rongli Clothing, Shitai Clothing, Yuejia, Chen Lie Gonghe, etc., brought their latest products to the exhibition, triggering new industrial links with the attitude of fashion integration.

"In the past, the traditional model of enterprises was to produce products and then look for buyers who needed them. But now, the industry has formed a pattern where consumption forces production. Especially in the channels of live streaming and e-commerce, the influence of consumers on sellers and anchors is more obvious. As for our previous exhibitor clients, except for large brands that have their own complete databases and obtain consumer trends through the layout of smart stores, data middle platforms and other digital applications, and actively adjust and respond, most of them still remain in the traditional production model stage and produce from their own perspective." During the interview, Mr. Lai told us, "With the help of the transformation of this exhibition, we hope to put the real needs of the market and customers directly in front of exhibitors through digital integration, so that companies know what the market really needs, and use this to reverse and accelerate the pace of transformation and upgrading of enterprises to produce products that can meet consumer needs. We also hope that the exhibition can help our exhibitors and channel merchants to trigger new links, discover new opportunities, and embark on new tracks through the great integration with fashion brands and fashion companies, so as to achieve a win-win situation."

02: Circles - New interactive markets

The catalysis and promotion of the Internet, as well as the diverse and individual interests and aesthetics of young consumer groups represented by Generation Z, have accelerated the development of circle culture.

With the empowerment of new technologies such as artificial intelligence, 5G, and VR, the China (Hangzhou) Fashion Digital Idol Design Innovation Competition was added to the exhibition site to achieve visual interaction with users, truly break the dimensional wall of sub-digital human applications, and experience the new entertainment interactive experience brought by technology.

In pursuit of the perfect fusion of fashion and digital, this show adopts a circular design. Between the interweaving of light and shadow, reality and dreams seem to be just a momentary transition. The circular T-stage makes the naked eye 3D effect appear vividly in front of you, enjoying a dreamy sensory experience. The immersive interactive experience triggered waves of climaxes at the show. New clothing products were presented to everyone in a more shocking way, and the multi-level and systematic expression method led a new round of fashion trends.

Second dimension, Hanfu, Lolita, JK... In addition to the mainstream fashion aesthetics, the culture and aesthetics of the niche have become a channel and way for young people in the circle to express individuality and differentiation, and gain a sense of belonging, identity, and happiness. With the popularity of Hanfu, the niche market with huge market potential and value has attracted more attention from industry insiders. Exploring new people in the circle and interactively opening up new markets have become the best password for integrating into Generation Z. The JK Lolita joint show, the ancient Chinese Hanfu show, and the Ming Dynasty wedding national style show appeared on the same stage, creating a new trend of niche fashion and becoming a highlight of the digital show.

When the niche is no longer "niche", the new market with inadequate rules and standards is eagerly waiting for the entry of industry giants. What kind of chemical effect will be produced by the combination and interaction of more advantageous supply chains, stronger design capabilities, and more mature marketing with the "niche market"? Clothing companies that have discovered the fashion attributes and individual charm of the niche circle up close may have the idea of "entering the market" - and the budding of this idea will undoubtedly become a key starting point for accelerating the niche market into maturity.

03: Trends – the vane of fashion

Hangzhou Fashion Digital Show, in addition to boldly introducing niche cultural shows, also brings a different fashion impact in the field of creativity and fashion. BASIC HOUSE-Re-MixTracker, BADINA World Expo Show-Light of China, Red Bean Home Heating Fleece Underwear New Product Launch, JIA ZHI FENG-Home Five Kilometers, BASIC HOUSE Baijiahao and other brand shows, Chenfan E-commerce brand XUELI Sydney Women's Wear and Firstgive 2021 Autumn and Winter New Product Fashion Show, with international fashion trends, open up new horizons and explore new markets.

Today, China's fashion industry plays an increasingly important role in the global fashion field. The combination of Chinese elements and popular fashion has fascinated the popular perspective and presented a fashion trend with content, attitude and personality. The joint show of designer brands composed of Selene, Guangdong Kaidi, K+ Kangmai Down Jackets, etc., let us feel the power of Chinese design and the charm of fashion together.

04: Horizons - From Digital Intelligence to Empowerment

In the face of great changes in the digital age, timely grasping market demand and developing more consumer touchpoints under the new e-commerce ecology may be the way to gain an advantage in the fiercely competitive fashion industry.

Hangzhou Fashion Digital Exhibition, in conjunction with Alibaba International Station, New Retail Alliance, Fashion Club, Chan Mama, Chen Lie Gonghe, Diexun.com, Lengyun Fashion Circle, Tu Laoqi Community, Buddhist Pusher Group, Yanzimen, Tencent oneone, Zhonghe Fashion and other well-known digital and fashion resources in the industry, mainly around "New Consumption · New Brand · New E-commerce - China Fashion Digital Summit", "One-piece Supply Chain Forum", "Cross-generational Dialogue: How People of Different Generations Face Digital Transformation", "2022/2023 Popular Trend Forecast", "Lifestyle New Consumption Theme Forum", "Play Visual Marketing, Help Brand Upgrade", "Gather New Power · Common Development - 2021 Cross-border E-commerce Trend Development" and other themes, launched one brainstorm after another, explored digital innovation opportunities, and empowered digital channels such as community group buying, social e-commerce, new retail, and live broadcasts to explore new paths, new futures and new business opportunities for the upgrading of the fashion industry.

05: IP - Unlocking a new ecosystem

After sedimentation, accumulation, integration, and reconstruction, from the beginning of commercialization to game derivatives, to the penetration of the entire industry chain, and then to the redefinition of super IP... the concept and value of IP are constantly upgrading under the derivation of multiple dimensions. The typical IPs of film, television, animation, and online literature continue to heat up, and emerging IPs of sports, e-sports, attractions, characters, and events continue to create new value. The new IP ecology is attracting brands to quickly obtain traffic and precision marketing through "borrowing", while also encouraging companies to create their own IPs.

Hangzhou Fashion Digital Exhibition has created a new IP "Fashion Eye" with its own brand. It uses fashion as a window to communicate with exhibitors, distributors and consumers, and deepens the brand IP attributes, positioning and coverage through continuous voice before, during and after the exhibition. It aims to continuously empower Hangzhou Fashion Digital Exhibition with a branded, serialized and globalized new exhibition IP, through the all-round integration of "show, exhibition, discussion, interview and business" and other modes, and unlock a new ecology of symbiosis, coexistence, co-creation and win-win for exhibitions, exhibitors, distributors and consumers.

When the identities of the protagonists at both ends of the line of sight are reversed, and when the links at both ends of the industry are reversed, it is not only the identity that is subverted, but also the overall logic of the industrial chain. Starting from this, "Fashion Eye" focuses on the new logic of the industry, and explores the path of breaking the circle and rebirth in the reconstructed new ecology.

The digital economy has become a new engine for world economic growth, a commanding point for a new round of global industrial competition, and a new driving force for promoting the revitalization of the real economy and accelerating transformation and upgrading. Based in Hangzhou, the global Internet capital, China [Hangzhou] Fashion Industry Digital Trade Expo is striving to create a new fashion industry expo that integrates fashion industry + digital trade. Positioning itself as a booster of the digitalization of the fashion industry, the expo deeply explores the value of the digital technology industry and strives to promote the deep integration of digital connection, intelligent manufacturing, digital marketing, global communication, new digital transaction channels and other links in the fashion industry.

Relying on Hangzhou's world-leading digital potential, we will enhance the digital production, trade and forecasting capabilities of the domestic fashion industry. We will create a new species of fashion exhibitions, use cutting-edge digital technology to achieve more accurate matching capabilities, stronger supply chain support, more authoritative fashion and digital trend forecasts, and more immersive digital exhibition experience, creating a new highland for the global fashion industry.

From exhibition area planning to forum content, from fashion shows to product selection, the gene of "digitalization" is integrated into every aspect of this expo. The transformation and upgrading from Made in China to Smart Made in China requires not only digital, intelligent, and automated changes in the production supply chain, but also fashion upgrades in clothing quality and brand building. Accurate recommendations, hot product creation, flexible and quick response, personalized customization, digital modeling, and AI artificial intelligence, as the new generation of Z gradually becomes the mainstream consumer, the fashion industry will usher in a new round of digital transformation.

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