Chinese clothing industry plays a "face change"

Is a costume, or a cultural journey; is a fashion company, or a photography studio... With the change of ideas, technology and models, the clothing industry has also played a "face change." The traditional definition is being broken, and the boundaries of the industry are becoming more blurred.

In the process of “redefinition” and “re-creation”, the Chinese garment industry has a new look. Recently, at the China Fashion Forum hosted by the China National Garment Association, industry scholars and entrepreneurs have heated discussions on the “new ideas” of the industry.

Redefinition: breaking the traditional impression

“When sharing costume pictures and waking up clothes can evoke people's good times, I learned photography and started a photo salon, asking each employee to be both a designer and a photographer and fashion editor.” Women's Brand White Collar Chairman Miao Hongbing started this forum.

In his view, fashion stores are no longer limited to selling clothing, but should be a place to showcase ideas and deliver dreams. Apparel companies should also provide consumers with a good enjoyment outside of clothing.

The root of clothing is culture, and the product is the ultimate experience. Behind these seemingly “no business” changes is the need for escalation.

In the new era, the increasingly rich material and cultural needs and consumption power are superimposed. On the top of commodities, people expect more industrial expressions that show cultural heritage, life philosophy and aesthetic value. From manufacturing to fashion, from tangible products to service experience, the clothing industry has expanded its new connotation.

In the name of lifestyle, clothing brand Jiangnan Cloth began to introduce home line; increase leisure experience, many designer brands open coffee shops... Looking around, more and more companies look for inspiration and growth from culture and lifestyle, let Consumers find more sense of identity.

"Connotation and production of 're-define' path to create a diversified development, expand the space." Sun Rui Zhe, China Textile Industry Association, said at the forum.

Re-creation: Reconstructing industry logic

With the upgrade of consumption, the more environmentally friendly , more quality and more stylish clothing industry needs to rely on a more modern manufacturing chain. "Creative" manufacturing is emerging.

Many brands began to “do addition”, research and development of yarns and fabrics, and extended the industrial chain layout. In the manufacturing process, there are also different trends from the past. Some brands have begun to “return”, looking for quality manufacturers in advanced manufacturing clusters such as the Yangtze River Delta and the Pearl River Delta, or simply establishing modern factories with technology, green and fashion in developed areas.

On the other hand, the concept of shared synergy also “efficiencies” for companies to “reduce” unnecessary links.

"Technology power will 'I am all' or 'I am the majority' turned into 'I am willing to share the world with you'." Chain Shangwang founder Zhao Junhao said at the forum that the industrial service platform, collaborative manufacturing system, etc. Let the boundaries of manufacturing and interests break through, companies have more choices, and the industry has more space. In the past year, the chain has expanded from the platform model to the deep service, and the transaction volume has reached 10.7 billion yuan.

Sharing rent clothing and other downstream channel changes make accurate supply a "fashion", "pry" niche consumer space; some large data service company founded to provide support for intelligent manufacturing and precision design ...... from manufacturing to the creative process manufacturing, Chinese clothing Industry is reshaping the industry logic.

Seeking new things: seeking new advantages in value

The process of “redefining” and “recreating” is the process of seeking new advantages. In breaking through its own borders, realizing value extension, and expanding the industrial structure, new industrial competitiveness has gradually emerged.

Use integration to build integration competitiveness. The combination of new retail, new manufacturing and new technologies has created a “multiplication” effect. Some companies said that the benefits of convergence have increased significantly in brand development.

Use core quality to build core competitiveness. "Quality is the respect for the consumer, but also to build the foundation of the brand. The longer do business, the more should be back to square one, the clothes do." Miao Hongbing said that the development process towards quality, quality will become the new garment industry The core competitiveness is also the key to coping with trade uncertainty and consolidating irreplaceability.

Use responsibility to release future competitiveness. " 'Unbounded' behind the innovation is 'bounded' rule." Sun Rui Zhe, said social responsibility, the practice of inclusive growth and sustainable development and building a green supply chain, intellectual property and consumer privacy protection, product liability And the advocacy of consumer responsibility should be the rules strictly followed by the apparel industry in the process of integration. This sense of responsibility will bring sustainable development advantages to the industry.