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Go With the Champs at Wolff Tanning Lamps

It would be nice to live on the beach or in a warm locale with ample time in your day to lounge by the pool. However, this is not the reality for the vast majority of us. Minor distractions such as jobs and families prevent full time employment as a sun worshipper. Fortunately, the solution to this quandary was provided by Wolff tanning lamps.

Many decades ago, scientist Friedrich Wolff discovered that UV light can be artificially created and had a similar effect on the skin as did the sun itself. In 1978, Dr. Wolff brought his technology to America thus becoming the world gold standard in tanning and has remained so ever since.

Skin tanning is caused by exposure to UV-A type rays. UV-A are the “good” rays producing a healthy looking, deep tan. UV-B rays, however, are not desirable. These “bad” rays cause sunburn and other ill effects. Wolff has been on the cutting edge of technology since its inception striving to reduce the emission of UV-B type rays from its lamps.

We all possess skin with different, unique characteristics. Tanning may not be appropriate for all skin types. It is important that the first research you do is whether tanning is right for you. There are many good resources for research. Those with specific concerns are best advised to consult with a qualified health care provider before initiating any tanning plan.

Once you have decided that tanning is for you the next decision is to pick the right equipment. Today, there exists many different forms and styles of tanning beds and booths. The one thing most all of them have in common, however, is that they work best with Wolff lamps. Being the industry leader since its founding, Wolff provides a dizzying array of lamp selection.

Wolff lamps are geared to both individual tanning bed owners as well as professional salon operators. Available in every wattage imaginable and compatible with almost all major manufacturer equipment, Wolff is the logical first step when shopping for your tanning lamp needs. Additionally, you get the comfort of doing business with the industry pioneer.

Today, of course, it is possible to compare availability and pricing for your particular Wolff lamp needs online. The Wolff company web site provides excellent lamp compatibility information along with detailed instructions. For those who prefer to shop the old fashioned way, there are many tanning supply wholesalers across the country. The Wolff site also has a comprehensive list of these locations.

Whether you are an at home tanner or the operator of a chain of tanning salons, you know that tanning results are only as good as the lamps you choose. Wolff tanning lamps are produced by the very inventor of the technology and present the most trusted solution, and their web site should be a first stop for anyone seeking to purchase a tanning lamp.

Interpretation Of The Rapid Development Of Jimo Clothing Mysteries

  Jimo City, Qingdao Garment, is preparing to revitalize hair with the glory of Qingdao clothing. “Instant”, “Red Collar”, “a promise”, “good in”, “Snow over” and other clothing brands too numerous to mention, showing a star-studded’s “Jimo phenomenon.” Which followed the river such as the crucian carp is like thousands of private small and medium garment enterprises.

Interpretation of the development of garment industry Jimo mystery, Mayor Lee Kwan-side there is a fitting summary: “Jimo garment enterprises have gradually out of a simple model of processing, or OEM and entered into cooperation with the international brand or own brand export path. ”

At this year’s Qingdao International Fashion Week, Jimo City, apparel industry has once again become the focus of world attention, highlighting the “China knitting City” style of everyone. Jimo, a veritable “clothing brand city” is rapidly rising … …

Chu Shi brand to someone else to do the wedding dress from the beginning. Well-known brands at home and abroad to Jimo a person to a lively lesson. Jimo City of textile and apparel industry started in the eighties of last century, developed in the mid to late eighties and nineties, is one of the fastest growing local industry. Around 1983, some farmers took homegrown T-shirts, children’s clothing, tunic, the students loaded goods into the South River stand sits quietly selling. As a result of “no objection, not repression, to see the development of” policy, this stall the market grew and grew. In 1989, Heshan Road, Jimo, built a clothing wholesale market. Product radiation 21 provinces, municipalities and autonomous regions, more than 100,000 listed daily. In the market lead, Jimo City, emerged more than 120 professional knitted garment knitted villages and more than 1,000 clothing enterprises. Similarly, clothing, why not Shanghao sell their production cost? Brand, brand, or brand! How to do? A borrowed boat! Snow up to the Group every effort with South Korea, Japan and the United States and some of the well-known companies formed a partnership, the initiative for “Pierre Cardin” and more than 10 well-known brands as “wedding dress”, last year’s sales revenue reached 150 million yuan.

OEM production, creating wealth! Santa Fe, Yee Wah, red spinning, Red Ni, Rui-Hua, Fu Silin, and other enterprises are all that passed. However, in the absence of intellectual property rights, production and processing side can only get 20% of the profits, while 80% of the profits pocketed by the brand owners. In recent years, Jimo City, rely on processing companies have a number of transformation, playing his own clothing brand.

Namely, the Group has also issued a “Adidas”, “Crocodile”, “Nike”, “POLO” and other international well-known brands to do processing trade. Since 2000 to cultivate their own “instant” brand, culminating in the knitwear with independent intellectual property rights, high-grade gloves, washing clothes and so on seven products. Last year, from Europe and the United States and Japan, three enterprises have also taken the initiative to play bit-part player for the fat to run. Bigger and stronger clothing required to sing one million people. Jimo City, from the industrial and commercial registration, tax collection, children in school, land acquisition, etc. to support encouragement; the establishment of administrative examination and approval service center and economic development of complaints center, with hard tools to transform the soft environment. Jimo City leaders to contact each medium and large garment enterprises, whenever a temporary financial tight clothing enterprises, special attention will ultimately help the company weather the storm. , Qingdao Garment Industrial Park, Qingdao City Industrial Park, one of the top ten, the implementation of tax-free payments area policy. Enterprise In addition to taxes, other expenses paid by the management committee on behalf of the. More than 50 textile and garment enterprises have to go building “Garden in the Garden”, lengthening the garment industry chain. Well-known brands at home and abroad to Jimo a person to a lively lesson. Since then, Jimo City, apparel industry embarked on its own branding. Last year, the industry-wide sales revenue of 8.2 billion and exports worth 290 million U.S. dollars, steady, according to local one-third of total industrial output value.

Brand is a benefit that is competitive. Focus on the highly fashionable, brand, competitiveness, Jimo started the difficult but fruitful road of branding and marketing. Cultivate the brand, promoting brand, marketing, brand, Jimo City, garment enterprises Baxianguohai, recount. Jimo, a clothing brand group is sprung up everywhere! Red Collar Group invest 2.5 billion yuan, from Germany, Italy, Sweden introduced the world-class production equipment, annual output of 500,000 sets of high-end suits. Early last year, but also with the European prestigious German Pud group together to set up boutique production base of its outstanding urban casual brand Kalama into the Chinese market and began to walk more than one leg.

Endless innovation

Jimo city, capital, policy, information, technology and so on greater support efforts to continuously improve the brand’s scientific and technological content. Had successfully produced more than 50 scientific and technological enterprises, high-tech enterprises 17. Jifa Group invested a thousand million to establish a “Roucaud instant technical innovation center”, with more than a dozen research institutes and universities to establish a long-term technical cooperation, development of more than 300 new varieties each year. The “marine organisms of chitin fibers and knitwear,” won the National Scientific and Technological Progress Award.

Design is the soul of the brand clothes, is to raise the key to value-added garments. Good in the company’s appointment of one of the world’s five original designer Pierre Cardin suit Grosso Li Nuo Tela was the chief architect of the chief designer; an Italian FRANCORS Solutia Inc. hired long-time costume designer; Red Collar employed by the company world-renowned fashion craftsmen FimgRUND as technical director. The Qingdao Garment Schools is to cultivate professionals in the cradle of clothing. From 1987 to open and Clothing Sector, has to work across the province to train 300 senior apparel and clothing professionals 11000. In their hands, was born one after another clothing brand.

Spokesperson for the brand the best brand image and personality interpretations. Red Collar employ China’s chief Manhunt, film songs Hongxing Hu Bing, spokesperson for the brand, a promise to employ the image of the famous Italian brand VERSACER Manhunt REDIO former spokesperson for the brand, and in a good hunter, were in hand well-known singer Jiang Tao and Sun Yue. Almost at the same time, Red Collar Group VI image of the full import of the recognition system to give the brand identity to update the meaning and connotation. Jimo City, most of the clothing brand started from a single product, and gradually “fade” as a comprehensive brand. Red Collar from suit extended to casual clothing, handbags, leather goods and women’s and other products; a good thing by the shirts to suits, trousers and other direction for a variety of products to expand. A promise by the high-end apparel mainly to real estate, car sales, cosmetics and many other areas of expansion. Since 2000, Jimo City, implementation of the “brand strengthening the city” strategy. For access to national well-known trademarks, brand names and Qingdao in Shandong famous brand enterprises, respectively, reward one million yuan, 50 yuan, 200,000 yuan. At present, the city has 73 kinds of apparel products were awarded the title of famous brand above the provincial level, where the hair was “national well-known trademark” title, dao awarded “China Top Brand” title, Red Collar was “Chinese famous brand recognized,” the title of a promise and a good medium more than 20 products awarded “Shandong famous brand” and “Qingdao brand” title.

Effort to build international brands

Jimo clothing is facing new opportunities and challenges, but also started a new venture. Only the nation is the world. Only to the world, in order to better Everbright national brands. Jimo clothing covered with a vibrant, covered in energy, are making every effort to build international brands to start a new venture. Red Collar China Garment Association has been recognized as the most development potential in the next ten clothing brands. Adhering to the “sewing Department of friendship, so clothes do first person” entrepreneurial spirit, red collar, brand value surged to 60 million yuan. Early last year, becoming the 28th Olympic Games, the Chinese Olympic Committee partner, “Red Collar” suit has been designated for the Chinese sports delegation to private ceremony suits. Just a few years, a promise from the unknown to why a reputation? SUN Gong-Yan, head of a promise that many factors of our success, but the most important one is the emphasis on the credibility — “as good as gold.” At present, we have woven from the “vertical in the end, horizontal-to-edge” and comprehensive quality management system, is in full swing and striving for Chinese clothing brands.

Sail the international market, we must first get permits. Jimo continuous increase in the quality standards and accelerate with the international standards. At present, the city’s more than 800 companies have completed thousands of product standardization of registration, 21 enterprises passed the ISO9000 and ISO14000 system certificate. Red-Ni through ISO9000 certification, cotton suits and other kinds of products into the hundreds of Hong Kong and Southeast Asia. The size of the market share is a measure of whether or not a barometer of well-known international brand. Jifa Group in the U.S., Romania and other countries have set up a trading company hired a number of European and American experts as “overseas salesman.” A good thing in Milan, Italy, Italy Fort Sixi registered TU loaded, has mass into the EU market. Yee Wah produced JACKET and SHUIT such as woven garments, export market, Europe and the United States more than 800 million U.S. dollars.

Join the WTO, the United States and European countries on China’s garment export quotas would be canceled. Jimo City garment industry is facing new opportunities and challenges: five years, completed an investment of 5.0 billion, to cultivate a sales income of over 50 billion yuan, a than 10 billion yuan, 2 than 5 million yuan, over 16 billion yuan The key enterprises, foster the two countries famous (well-known trademarks), 3 and 5, Shandong Province, Qingdao famous brands. The passage of time, fashion often. Now, Jimo City, textile and garment industry has been reborn, emerged a large number of famous companies and brand-name products. Jimo, Qingdao Garment city, is bound to Dress in the world!

Food Galore for Fhc China 2008

Tag:China 2008,food,wine,beverages
From:http://www.china-food-wholesaler.com/

  FHC China 2008, China ‘s leading international food and hospitality trade event, will take place for the 12th time in Shanghai from 4-6 December 4 to 6 this year at The Shanghai new International Expo Centre, Pudong.
  Invited trade buyers will have the opportunity to meet more than 800 companies from 40 countries, showing a wide range of food, wines, beverages, and hospitality food service and table top supplies over just three days.
  Brendan O’Connell Jennings, manger of the organiser, China International Exhibitions, said the World Trade Organisation predicts China will be the number one destination for tourists by 2012.
  “It is not at all surprising that every restaurant chain, hotel and supermarket group in the world is beating a path to China’s door, with those that arrived early having embarked on ambitious expansion plans,” he said.
  Yum! China, the world’s biggest global catering group, plans to open 425 restaurants in 2008; Ajisen China, the Japanese noodles restaurant chain, has achieved record profits in 2007 and will launch 1,500 new outlets across China by 2009.
  Jennings added “FHC China 2008 will be a global shop window, providing the perfect venue for hoteliers and restaurateurs to source high quality products for their establishments.”
  Alongside the three-day trade show are other events, seminars and training opportunities. Highlights of the programme include Ultimate Barista Challenge, Chinese Pizza Championship 2008, Gold Wine Card Day, Wine Seminars, Olive Oil China and the Chocolate Workshop. The 10th FHC International Culinary Arts Competition organised by Shanghai Cuisine Association will again take place, attracting some 200 chefs competing over 15 classes and judged by a panel of international judges.
  Another addition to this year’s FHC will be the first China Canned Food and Ingredients Expo. Organised by the China Canned Food Association, this will be a unique platform for Chinese manufacturers of canned fruit, vegetables, meats and sauces to face the domestic and international trade buyers attending the fair.

Europe Is Being Held Together With Duct Tape

Among its many other sins, the greenback is a press hog. The worldâ??s reserve currency, loved and loathed as it is, simply gets most of the ink these days.

In that light many a U.S.-based commentator, not least your cynical Taipan Daily scribes, have repeatedly waxed eloquent on the long-run death of the dollar.

But in our zeal we sometimes forget that, in order for the dollar to die, it has to die relative to other fiat currency offerings… and some of those others are looking pretty sick too. (The main exception, of course, being gold – the one and only â??stateless currencyâ? not subject to the whims of a printing press. As Grantâ??s Interest Rate Observer quips, â??Show us a monetary asset whose value is not subject to governmental debasement and we will show you a Krugerrand.â?)

In short, the dollar is not the only basket case out there. Take the euro, for example. Now thereâ??s a troubled currency if ever one existed.

As pollyanna stock market bulls are finding out the hard way, rising interest rates (via falling bond prices) can have ugly consequences. The same is true of a rising currency when coupled with a weak economic backdrop.

In this particular case, the stronger the euro gets, the more it cuts into European export sales. At a time when most all of Europe is sick, the economic pain of a too-strong currency becomes intense above a certain threshold.

On top of that, various bits of Europe are in the process of blowing up… or falling apart… or both. There is deep trouble brewing in multiple corners of the continent. Letâ??s take a quick look on a country-by-country basis to see why Europe is being held together with duct tape.

Britain on the Brink

Weâ??ll start with Britain – not an adopter of the euro, but a member of the EU (European Union) nonetheless.

Britain has been hurled into political chaos, thanks to an unholy combo of deep financial crisis, explosive Labour Party scandals, and the hapless lame-duck status of embattled Prime Minister Gordon Brown. Cabinet Ministers are resigning left and right in protest as Brownâ??s popularity plummets, calling for the PM to step down. Election results tallied this week showed the Labour Party (Brownâ??s party) putting in its worst showing since 1918.

Philip Stevens, chief political commentator for the Financial Times, sees an ominous chain of events now set in motion. â??Everyone thought the [election] results would be bad,â? Stephens reports. â??But these [results] are calamitous… the Prime Minister was prepared, if you like, for very bad results. Heâ??s now got to grapple with absolutely terrible results.â?

If the Brown government fails, Britain will be left rudderless in the midst of the worst fiscal storm in decades. In a worst-case scenario where bad events lead to worse decisions, opines Stephens, the domino chain could even lead to a British exit from the EU.

This outbreak of chaos is awful and unsettling for the British economy – and by extension awful and unsettling for Europe. As of this writing, it is not yet clear whether Prime Minister Brown can survive a political coup… or even whether he would be better off resigning, Dick Nixon style, in the interest of sparing greater turmoil.

Latvian Pressure Cooker

Elsewhere in Europe, Latvia, a tiny country of 2.2 million, threatens to unleash havoc on the entire continent.

Latviaâ??s currency, appropriately known as the lat, is officially pegged to the euro. Latvia set up the currency peg to speed up official entry into the EU. But now the fiscal discipline of maintaining the peg is crushing the Latvian economy.

At one time, Latvia was an Eastern European tiger, growing by leaps and bounds. But, like many other countries, Latvia found itself badly caught out by the financial crisis. Just when credit lines were needed the most to shore up a cratering home front, Latvia found it suddenly impossible to borrow. Credit was desperately needed. An attempt to issue $100 million worth of lat-denominated bonds resulted in no takers.

Normally, a small country with an imploding economy would simply devalue the currency to make exports more competitive. But if Latvia devalues now, all kinds of ugly fallout will follow.

For one, the Swedish and Austrian banks that lent heavily to Latvia would take huge, destabilizing losses. Worse, other Eastern European neighbors, like Lithuania and Estonia (and Bulgaria farther south), would see their own currency pegs threatened.

And even worse still, a wholesale lat devaluation would crush many Latvian businesses (due to loads of foreign currency-denominated debt on the books) and kill Latviaâ??s shot at eventual EU acceptance.

So, with the help of emergency financing from the IMF and European Union, Latvia has vowed to keep on keeping on. The currency peg will not go undefended. But in order to maintain that peg in the face of economic hardship, Latvia will need to cut wages and spending to the bone. This, too, is dire medicine for a small country struggling under the weight of great debt.

Some believe Latvia will be forced to devalue, in spite of all the pain it would cause for both the tiny country itself and many surrounding neighbors. The pressure might just prove too great, as the pressure was too great in 1992 when Britain was forced to devalue the pound and drop out of the European Exchange Rate Mechanism (ERM).

In a way, Latvia is damned if it does and damned if it doesnâ??t. Some argue that the peg must be defended at all costs, lest the whole of Eastern Europe be lost. If Lithuania and Estonia are sucked into a currency pain vortex, the EU could lose its political hold on the region – and Russia could rush in to fill the torment-filled vacuum.

It would be so much easier (and simpler) if the value of the euro were to fall from current high levels. This would ease Latviaâ??s pain, as well as a number of other struggling countries. But there is a huge and intractable obstacle there – Germany.

Germany in a World of Its Own

As the global financial crisis has unfolded, Angela Merkel, the Chancellor of Germany, has been looked on with increasing amounts of admiration and horror, depending on the observerâ??s vantage point.

Those who admire Merkel do so because Germany has appeared to completely go its own way in the midst of turmoil. As other countries have stimulated and relaxed and eased to fight the fires of slowdown, Germany has said â??Nein!â? to anything that smacks of lax fiscal policy.

In a speech last week, Chancellor Merkel even went out of her way to slam the Federal Reserve and the Bank of England, stating plainly that â??I view with great skepticism the powers of the Fed… and also how, within Europe, the Bank of England has carved out its own line.â? Within the subtle context of diplomacy and statecraft, those are amazingly blunt words. Merkel has all but called the stimulators a bunch of out-of-control fools.

Many admire Germanyâ??s fiscal backbone. But others are horrified, and terrified, by Germanyâ??s lack of willingness to show any type of bend or flex in monetary policy.

Remember the Latvia problem? Many other rapidly imploding European economies, like those of Ireland and Spain, are also struggling with the weight of a too-strong euro hurting export prospects. But in its zeal for fiscal responsibility, Germany will probably remain steadfast in its opposition to any loosening of the purse strings.

The stance is cultural and historical. Having lived through the horror of hyperinflation in the Weimar Republic in the 1920s, Germany emerged from its baptism by fire as a zealous hard-money advocate. Rigid fiscal discipline has been a political rallying cry in Germany ever since. So when Chancellor Merkel takes an especially hard line against the easy-money inflationists, she is doing so with an eye for public approval ratings at home.

The trouble is, even Germany can barely afford its own righteousness. The German economy still depends heavily on exports… and so an overly strong euro hurts Deutschland too.

The Rise of the Far Right

Last but not least, a surprising new trend has arisen from the EU-wide elections held in the past few days.

â??Conservatives raced toward victory in some of Europe’s largest economies Sunday,â? the Associated Press reports, â??as initial results and exit polls showed voters punishing left-leaning parties in European parliament elections in France, Germany and elsewhere.â?

The rise includes not just the right, but the far right. In Britain, the British National Party – an openly racist party that only admits whites – gained a seat for the first time. In various other countries, openly nationalist parties gained fresh power either for the first time also, or for the first time in quite a long while.

â??It is not clear why a chunk of the blue-collar working base has swung almost overnight from Left to Right,â? says Ambrose Pritchard of the U.K. Telegraph. â??But clearly we are seeing the delayed detonation of two political time-bombs: rising unemployment and the growth of immigrant enclaves that resist assimilation.â?

A Poisonous Stew

There are still other problems in Europe we havenâ??t really touched on, like the Spanish real estate markets headed for freefall, the dire state of the Irish economy (joke du jour on the Emerald Isle: Whatâ??s the difference between Ireland and Iceland? The letter â??Câ??) and the toxic leverage still lurking in European banks.

Put all this together, and what you get is a truly poisonous stew. Half of Europe is still committed to fiscal stimulus and economic coordination… while the other half has swung inward and hard right, towards a nationalist and isolationist stance, at a time when exports are weak and the whole continent is in trouble.

If Pritchard is right in his gloomy assessments, we could be witnessing a scenario where steely fiscal discipline, though a virtue early on, becomes a terrible vice this late in the game. â??The irony is that those fretting loudest about inflation may themselves tip us into outright deflation, with all the perils of a debt compound trap,â? Pritchard opines. â??It is Angela Merkel who plays with fire.â?

By now the trading takeaway should be fairly obvious. The dollar is not the only paper currency with crash and burn potential. The euro could make for one hell of a great short when the time is right. Whether that time comes sooner or later depends on how events unfold… and how quickly the threat of deflationary vice grip leads to inflationary panic (as ultimately occurs in all unsound paper regimes, when the desperate hope of the printing press is embraced as last resort). Macro Trader will be watching the charts with keen interest.

2010: Textile and Apparel specialized market competition to the "epidemic" to move closer to

The impact of financial crisis on the people has not yet subsided, in 2010, people continue to advocate “parity fashion” will encourage local enterprises reduce costs, using prices to draw consumers to agree. There are several way to the cost of compression: Clothing brands from the agent to go Direct, net sales channels; out of the department stores to switch to the professional markets. Can be seen, in the face of cost pressures, the advantages of traditional channels are being slowly reduced.

Channel is the trend to open up the network

To establish their own network or through Internet retailers, direct sales platform for the development of new channels, all channels of garment enterprises in the future the process of building development issues can not be avoided.

Jack Jones shop on the third day of the creation of 470,000 Taobao clothing store a single day sales record of approximately 20 line stores total sales in a single day. From Jack Jones to UNIQLO in Taobao shop the well-known brands often record. The industry believes that, following the line of crazy throwing money at a traditional shop, after the expansion mode, there is a large group of low-cost, C2C platform, waiting for them to pan for gold.

As the net purchase the mainstream customer base is accompanied by a young family of networks has grown up, they represent a new crop of consumer power will gradually master the consumer in the field of the right to speak. For any one domestic clothing brand, as long as occupied before the platform, they will sooner than the competition, more accurately, the network of the consumer psychology and consumer dynamics and ultimately obtain valuable business interests.

Wei Huo market will become more professional

At present, China only to clothing Weihuoyetai about 5% of the total industry, brand discount stores for the increase in the proportion of Chinese brands such as inventory, its development situation and spatial self-evident. In recent years, various forms of clothing stores began to Wei Huo, clothing Weihuoyetai the emergence of the brand and channel to solve the inventory of the tired business to optimize the apparel industry chain, but goods channels, pricing, operation and management of non – specification so that the whole industry chain as well as friction produced a discordant situation, such as counterfeit brand Weihuo the emergence of processing industries, is, over-quarter, bringing customers goods price disparities questioned the price the same region in the same category Weihuo bring different unhealthy competition.

Wei Huo model from wholesale to retail the brand change, not a sign of rewriting can be achieved. Ye Tai To continue a healthy development, but also to be the brand owner, channel providers, discounts in partnership with a unified channel for goods, price, strict Weihuo circulation off is the key.

  Industry cluster + professional markets, bundled against the risk of the development of

The professional market and industry relies on the relationship between the cluster and close more evident in the garment industry from the manufacturing process to change the general trend of trade flows, the professional market’s functions is not only a trading platform, but also the brand incubator and industrial upgrading of the booster . The two strap-on development in the adverse economic environment, and add more of each other’s ability to resist risks.

Industrial cluster is the phenomenon of economic geography has played in the same area policy, capital, technology, human resources and supporting industries intensive comparative advantage; the professional market is a phenomenon of spatial concentration of trade with the same concentration range of products, quantity, price advantage as well as logistics distribution, information dissemination functions. The professional market for the industrial cluster development to build a good marketing channels, greatly reduced corporate marketing, transportation and other transaction costs; gather a lot of product information, help enterprises to increase product research and development; as a product distribution center is conducive to brand building; also provides businesses with marketing personnel ; also has the logistics, intermediary and government services convenient features.

Textile and clothing specialized market competition to the “epidemic” to move closer to

As a professional textile and garment market, with “quantity” to win the model has become increasingly difficult to adapt to the new market environment, some veteran market has started to take the initiative to move closer to the popular brand incubators began to change in creative arena. In this process, to create a professional fashion fabric sourcing platform for many of the textile market, upgraded goals. This change, for China’s apparel industry shift from manufacturing to the creation of a direct catalytic role.

However, professionals also pointed out that to the “Pop”, “creativity” to side with the process, also need outside to the inside in order to achieve such an atmosphere and function, first of all to provide a platform for fashion-based services, and create a fashion business the environment, thus achieving fashion to build the external resources. To promote enterprises to participate in the management of fashion direction for achieving the marketing and sourcing platform for the promotion of fashion influence. Through “polymerization – participation – guidance” three-step strategy, step by step, progressively completed.

China’s apparel industry, the new channels and new model, which can be a key, but open the door to success, but also in products, marketing efforts and more of the links.

A Lesson in Viral Marketing – “the Big Apple”

I recently started a new career as a Search Engine Optimization Strategist for Melville, NY based Prime Visibility, a big player in the Internet marketing field. This new position got me to thinking about some of my past experiences working as a consultant in various capacities for eCommerce businesses over the past decade, and how much the industry has changed. In fact, ten years ago, I donâ??t even think you could get away with calling the Internet marketing and Search Engine Optimization fields an â??industryâ?.

In the late nineties the options available for marketing a website on the Internet were very limited. You had the main search giant at that time, Yahoo!, where as a website operator you had the ability to do a regular submit (which could take eight months to index your site), or a one time paid submission which generally had good results, often too good, leading one to believe that the system was less than honest. Your other marketing options fell more along the lines of what we would call â??promotionâ?. Website owners would either do this themselves or hire outside people, akin to the club promoters of the nineteen eighties, to go online, visit chat rooms, gather email addresses and screen names, and leave posts in random chat rooms. These posts would either be blatant advertisements, or poorly disguised fake conversation, usually between the poster and himself (with a different screen name) talking up a product, service, or a website. This shady realm of web promotion could very well be the birth of viral marketing on the Internet.

Around this time I ran a very small consulting company called Long Island Web Marketing. Our methods of marketing were very limited. With the exception of paid submissions and link farming we were really left to our own devices to find unique solutions. Often times, because we primarily dealt with small â??mom and popâ? type stores who were more concerned with expanding foot traffic rather than building their global web businesses, we would rely on traditional print marketing, or looking for ways to geographically target our potential customer base on the Internet. One of our first experiences outside of this narrow marketing method was with a company called One Jewel.

They were a small company, about ten employees, based out of a building on Lafyette Street in Manhattan, right in the heart of China Town. There primary business was manufacturing and importing high quality luxury watches. Some of the watches they sold found their way into the hands of street vendors who would than modify these watches by adding counterfeited trademarked logos to them, such as Rolex and Cartier. A vast majority of their product though was sold to vendors in the wholesale district who in turn sold them to smaller jewelry and fashion design companies who would implement their own labels. Over the course of a few years we developed multiple websites for this company, in order to cover the large amount of different product lines that they manufactured; from the high end gold and platinum, diamond encrusted models made to compete with the high end Swiss manufacturers down to the lower quality models that were sold to private label retailers.

As a way to cross promote these websites we decided to develop a content rich, information based website. This site had forums, customer reviews, expert articles, and product evaluations from customers. The various retail websites run by One Jewel were than to be uniquely marketed throughout this website, either in cleverly crafted customer and expert evaluations, which were obtained after mailing free products to different experts in the field, by banner ads throughout the site, or by strategically placed mentions of the websites throughout the forum message boards. There were no other websites like this on the Internet at the time; it was the first of its kind for this market. One of our biggest problems was finding a way to market this website; how do you develop a marketing budget for a website that doesnâ??t directly generate any revenue for the company? In theory, we had great visions, but there was no direct dollar for dollar correlation between money that was invested into marketing for this website and the revenue that was generated by our partner sites. It was not like a pay-per-click program where we could calculate our exact ROI or the exact break even point so we knew the precise amount we can pay for a specific advertisement. The company did not have a large enough advertising budget at the time to take a chance, or to â??let it play outâ? after we invested money into the marketing of this site. Of course another option was to abandon this idea and stick with direct advertising of the retail sites, but they had faith in our ideas and we managed to convince them that in the long term this site would be a self sustaining marketing avenue that could be very profitable for them.

We had a rather unique idea. Well, unique in the sense that you would not think of it as a feasible solution for an online marketing campaign. We had five thousand business cards printed up. They only mentioned the new information website; they made no mention of the retail end of the business. In June of 2001 I hit the streets of Manhattan with 5 boxes of business cards, with a total cost of $140.00. The target included flea markets, street vendors, the wholesale district, the diamond district, major shopping centers, and large department stores. I left the cards in phone booths throughout the neighborhoods, I handed them to shop owners and the window shoppers strolling along the streets. I even handed them out to people who were wearing nice watches. One of the things that I learned about the luxury watch business was that allot of customers were repeat customers, they were collectors, they were high net worth individuals. They had friends that were high net-worth individuals.

The people that heard about our marketing method that weekend tended to laugh at us. After all, a website should be marketed to the one billion or so people throughout the world with Internet access, not the few thousand random (or not so random) people on the streets of Manhattan who got our business card that day, or at least the ones who didnâ??t throw it in the garbage can on the corner as soon as they thought we had passed them by. Time would tell.

Considering that the only way this website had been marketed was through our business card distribution that one weekend on the streets of the Manhattan, it would be fairly easy to measure the results. The most prominent feature of this website for the user was the forum. It was designed as a place where people who collected luxury watches, were looking to purchase a high end luxury watch, or were in the business of selling or servicing these products can come to interact with each other while at the same time providing an avenue to advertise the various retail websites that the company operated. The biggest and most accurate measurement of success of our marketing campaign was the number of people that signed up to become members of the forum, and the overall activity in the forum. The website also had a multitude of other services including expert articles, â??how toâ? guides, image servers, and more; but by far the focus remained on the forum because of itâ??s great potential to help cross promote our websites and ultimately boost sales.

Well, it started slow. In the first ten days we had twenty five people sign up for our forum and close to 250 unique visitors on our website. I figured that these initial visitors would wind up being the â??viral seedsâ?, the front line of the viral marketing campaign. These were the people who were handed a business card or saw the website on one of the strategically placed cards somewhere in New York City. We hypothesized that if somebody was going to visit our website as a direct result of seeing one of these cards they would do it soon, not 3 weeks or 3 months from now, people were not going to save our card for a later date. Either they had an interest in the subject or they didnâ??t. Based on that theory we surmised that after 10 days or so we had seen almost all of the visitors that we would see as a direct result of the campaign. The rest of our results would have to come from the viral market. We had to rely on these â??seedsâ? to help our website grow. Our client wasnâ??t overly happy with the results. After paying for our services, this campaign cost them nearly one thousand dollars. Not allot of money in todayâ??s high priced Internet marketing world, but ten years ago, for a small company that had little faith in the Internet and our marketing efforts to begin with, this was a significant investment. It was a make or break for our relationship with them too.

It was nearly a month before we were able to see the true potential. And although we didnâ??t have a name for it at the time, this would turn out to be the most successful â??viral marketingâ? campaign I have ever taken part in. The growth could be measured in exponential terms. It works just like a chain letter. If we start with those first 20 forum members and each one tells a friend or associate about our site, we now have 40, if they do the same we now have 80 potential members, then 160, 320 and so onâ?¦you can see the potential. The key to success in this field is to have a product that gives people a reason to come to the site in the first place, and then gives them something to talk about. This could be something funny, something controversial, something informative, or in our case at the timeâ?¦something unique. Without these qualities, the chances of running a successful viral marketing campaign are very slim. It could be a very tactical and strategic maneuver or just a ruse to get people to visit your website, but the key is that people want to come to your site.

The end result: today, seven years later, the website for the watch company has nearly five thousand unique visitors daily, and over eight thousand active forum members. It has become a great tool for cross promotion of their retail websites, and their physical store locations. However, the most important thing about this marketing campaign at the time is that it was done with a very small budget, and a very unique idea.