It is being held here. The twentieth China International Clothing and Accessories Fair On the other hand, the "Hongkong fashion Pavilion" is favored by many mainland agents for its unique "dynamic" and "fashionable" style. Reporters found that joining the "gathering shop" in the form of "Baotuan" to open up the mainland market has become the choice of many fashion brands in Hongkong.

The Hongkong fashion Pavilion, sponsored by the Hongkong Trade Development Council, covers an area of 5000 square meters. It is the largest overseas exhibition hall in the Expo. There are nearly 60 exhibitors of Hongkong's clothing, handbags, leather goods, accessories and shoes and hats. Among these exhibitors, the most attractive ones are several personalized brand collection shops.

Spontaneously formed by many young designers. Mana tannin store It's one of them. In this shop, there are 3 series of jeans with different styles, including women's wear, men's wear and middle-aged gentlemen. Manatannin, the first store to open in Hongkong 6 years ago, was welcomed by cowboy enthusiasts of all ages.

Designer Mad told reporters that the purpose of their participation is to "collectively enter Beijing". In his view, opening up the mainland market is a sign of success.

Brand collection shop is also known as "brand concept store", that is, in a unified name store, it brings together several brand new products. Although each brand's style and design concept are not the same, it has become a concern brand collection shop.

There are many kinds of fashion brands in Hongkong, and designers have a high degree of internationalization. But the Hongkong fashion brand featuring "small and fine" is difficult to compete with European and American brands in the high-end market in the mainland. Therefore, some brands or designers can develop the mainland market by joining the congregation store. The appearance of collection stores eliminates the complicated work of individual brands in registration, logistics, storefront design, and saves the time and cost of products entering the market.

The HH brand collection shop of Hongkong Yong Jun Holding Co., Ltd. entered the mainland two years ago and has already owned more than 50 stores. Chief executive officer Shen Jiayi told reporters that their recent plan is to open more than 70 stores in the mainland.

There are more than 40 brands in the HH store. Apart from the local designer brand in Hongkong, there are many clothing brands from Europe and America and Asian countries.

"The market demand in the mainland is very diversified. It can be said that any fashion brand in the world can find customers here. For Hongkong or overseas brands, the best way to quickly open the mainland market is to enter the store. They are responsible for brand design, and we are responsible for marketing. " Shen Jiayi believes that Hongkong garment industry has been dealing with the mainland for more than 30 years, and is familiar with the circulation environment, quality needs and urban culture of the mainland. This is the most important advantage of Hongkong brand collection shop.

In the past 3 years, as the Hongkong Foreign Trade Promotion Agency Hongkong TDC He also took the initiative to devote himself to the construction of Hongkong brand collection store. Its efforts to create "Hongkong Design Gallery" has become a highlight of this Expo.

In the exhibition hall of the Hongkong Design Gallery, the reporter read many works of local designers in Hongkong, including jewelry, watches, accessories, bags and so on. Although their styles are different, they all show the ability of Hongkong designers to grasp the international fashion trend.

According to Zhou Ruisheng, director of manufacturing development in Hongkong's TDC, the purpose of opening up the Hongkong Design Gallery is to build a platform for docking Hongkong brand products with the mainland consumer market, thereby promoting the implementation of CEPA between Mainland and Hongkong.

At present, the "Hongkong Design Gallery" has opened a physical store and an online store in Beijing Oriental Xintiandi and Taobao. Over the past two years, the Hongkong Design Gallery has introduced more than 100 Hongkong designers to mainland consumers.