Behind all fashion weeks is a complete and sophisticated business operation
It was learned that the fashion trade show and designer brand trading platform Ontimeshow recently completed a new round of RMB 10 million financing, and the investor is Bailian Fashion Industry Fund. This round of financing will continue to be used for further expansion, optimization and optimization of the exhibition operation and online B2B platform construction.
About Fashion Week, the public is more familiar with the four major fashion weeks of Paris, Milan, London and New York, where supermodels, stars, and KOLs gather. In fact, behind all fashion weeks is a complete and sophisticated set. Business operation: The front-end T-station helps the brand to promote, and the back-end has a showroom or trade show to help the buyers to understand the products and confirm the order, which essentially constitutes a B2B trading platform.
Showroom:The big brands will set up their own independent showrooms before and after the catwalk on the official schedule of Fashion Week, and the new season will be designed directly in the way of goods. Presented to the buyer. For brands that don’t have the money and the ability to set up an independent showroom, they can participate in some small third-party collections and then reach out to buyers through them.
Trade Show: can be easily understood as a larger Showroom, in addition to buyers, media, stylist, fabric supplier Some Showrooms, etc. will also participate, and the audience will be more comprehensive.
So whether it’s Showroom or Trade Show, it’s mostly based on big fashion weeks, such as TranoiFashionTradeshow at Paris Fashion Week, WHITE MILANO at Milan Fashion Week, etc. Some branded Tradeshows will even become Buyers participate in the fixed itinerary of Fashion Week.
Ontimeshow is doing Trade Show: relying on Shanghai Fashion Week to create a link between designer brands and fashion retail channels. Starting from the spring and summer of 2015, Ontimeshow has been running for 9 seasons in the 2nd quarter of each year. The cumulative number of brand applications exceeds 2,500, and the average repeat rate of the brand is 60. %the above.
Since it is a bilateral platform, it means that for brands, they are willing to participate in Ontimeshow because they can receive high-quality buyer resources, and the reason why buyers are willing to participate in the exhibition must be because the brand is high enough. . In other words, both sides need quality resources/flows.
Ontimeshow CEO Dong Huangzhi told, Ontimeshow’s focus is actually on the brand side, to ensure audience traffic by absorbing premium brands.
In order to maintain the head and a relatively more promising brand, Ontimeshow launched its own Showroom brand “ROOMROOM”.
If Ontimeshow only provides a docking platform, then ROOMROOM will be more service-oriented, helping the designer brand to complete commercial aspects, such as channel docking, marketing and so on. ROOMROOM itself constitutes a new profit point for Ontimeshow outside the show.
ROOMROOM 2019SS Brand Review
As the scale of the exhibition has grown, in order to maintain the authority of the exhibition brand, Ontimeshow has set a fairly detailed screening criteria for the participating brands and channels, including the brand.Dimensions such as category, price band, current sales performance, current season and past design.
In recent years, such as Yoho! Trends e-commerce companies such as Innersect also hold offline fashion brand exhibitions. Dong Huangzhi believes that the biggest difference between Ontimeshow and these exhibitions is that the two brands are different from the tide brand and the designer brand. Similar exhibitions will be more 2C, while Ontimeshow will focus on the industry and serve the professional audience.
As far as the business model is concerned, Ontimeshow still uses the booth rental fee as the main income. The current unit price is 2,500 yuan/m2. If the scale of the exhibition (the number of service brands), the ceiling is more visible. But Dong Huangzhi does not think so. He divides the development of Ontimeshow into two major stages.
The first is the current stage of the show. From the frequency of exhibitions and rents, compared with similar trade shows overseas, there is still much room for improvement in China. (The number of foreign mature trade trade exhibitions is 4-6 times, the unit price is about 5-7 times of the domestic price), and there are also a large number of special exhibition expansion opportunities, including underwear, jewelry, lifestyle brand exhibitions and so on.
The second phase is to build an online B2B trading platform.
Fashion Week is limited in frequency, but in fact, higher-frequency replenishment and new trading actions occur during non-clothing week periods, especially when the brand’s new cycle is shorter, such as from spring. Summer derived from the early spring, autumn and winter derived autumn and winter, relying on the offline exhibition is not economical in terms of time efficiency and cost. Therefore, when the brand has formed a stable reputation, the brand new and buyer replenishment transactions in the non-fashion week period may actually be completed through the online platform.
In order to achieve this, at the 2019AW exhibition in March of this year, Ontimeshow has already launched a small program for buyers to select orders, and at the same time complete the precipitation of Ontimeshow offline data.
As mentioned earlier, Showroom or Tradeshow mostly relies on large fashion weeks. When the influence of Shanghai Fashion Week, domestic high-quality designer brands and related industries mature, similar The exhibition will definitely be moreThe more you come. As for the competitive advantage of Ontimeshow, Dong Huangzhi prefers this to be a resource-oriented thing.
Ontimeshow In addition to the simultaneous development with Shanghai Fashion Week, because the location is located in the West Coast Art Center, Ontimeshow has established cooperation with the head designer brand in terms of time and geography. In fact, it helps Ontimeshow to strengthen its own industry voice.
About this round of investment logic
Ye Wei, Managing Director of Bailian Fashion Industry Fund, said: “We are very optimistic about the role of fashion trade exhibitions as the cornerstone and entrance of the entire fashion industry and its development space: China’s fashion consumption sector is developing rapidly, and a large number of outstanding designers are constantly emerging. Hand stores and showrooms are emerging one after another, and the industry is unstoppable. Ontimeshow, as a brand and buyer’s traffic portal, has more than a thousand buyers and more than 2,500 emerging DTC and designer brands. The capital value is extremely high.”
Chen Yijun, managing partner of Bailian Fashion Industry Fund, said: “Ontimeshow has deepened the field of fashion exhibitions. Since its establishment, the team’s hard work and daring to be the first, has made Ontimeshow a representative banner in the field of Chinese fashion exhibitions. More Chinese fashion voice. In the future, the fund will give full play to the fund’s fund–the advantage of the largest commercial and trade circulation enterprise, Bailian Group and the leading commercial space operator Yingshi Group, to provide more industrial resources for Ontimeshow development. Support and help its rapid development.”
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