Home >

China Fashion Conference: Sun Ruizhe Cultivates New Fashion Accomplishment And Creates New Industrial Pattern

2020/10/16 19:05:00 0

Sun Ruizhe: Cultivate New Fashion Literacy And Create A New Industrial Pattern

The ten years of China garment conference have witnessed the innovation and development of China's garment industry. Here, on behalf of China Textile Industry Federation, I would like to extend my warm congratulations on the opening of the conference and pay high respect to all colleagues who have the dream of fashion and worked hard to forge ahead!

A clothing history is a history of human civilization, "change according to people, live by people, people-oriented", to meet the people's new expectations for a better life, is the glorious mission of China's clothing industry. The fashion of China's clothing industry is the value combination of "time" and "fashion". Only by enduring the test of time, breaking through the frame of experience and opening the window of thinking upgrading, can we continuously win the favor and admiration of the consumer market and achieve the Chinese fashion of "style, style and style".

The theme of this conference is "to grasp the pulse of the epidemic situation, to create a new direction for China's fashion industry". The theme of this conference is "to grasp the pulse of the epidemic situation, to create a new direction for China's clothing industry". On the occasion of this clothing conference, from the new situation, new literacy, new future dimensions, and we discuss together.

1、 New situation: adapt to the change, danger can turn the corner

In the new stage of development, the profound changes in the domestic and international environment are not only new challenges, but also opportunities for crisis coexistence, organic in crisis and changeable in crisis. Under the new situation, the opening of a new cycle of industrial economy, the accelerated accumulation of new potential energy, and the risk of development still exist.

1. New epidemic situation accelerates industrial economy to open a new cycle

Under the epidemic situation, the uncertainty and high complexity of reality make the characteristics of the world's century change more obvious. The rupture of global industrial chain and supply chain and the serious obstruction of the flow of trade, capital, services and information will have a significant impact on the world economic pattern in the post epidemic era.

According to the report of the United Nations Conference on Trade and development, the global economy is expected to contract by more than 4% this year, global output will decrease by more than 6 trillion US dollars, Global trade will be reduced by about one fifth, and foreign direct investment may be reduced by 40%. The output of developed countries has declined the most, and some countries will have double-digit decline this year. In developing countries, 90-120 million people will fall into extreme poverty, and nearly 300 million people will face food security problems.

Relative development and China's resilience. China is one of the few economies that is not expected to contract, as the director of the globalization and development strategy division of the United Nations Conference on Trade and development said.

As a resilient industry, China's clothing industry has moderately resolved the negative impact caused by external shocks through rapid adjustment and positive transformation. From January to August, the retail sales of clothing commodities of units above the designated size and the retail sales of clothing commodities of key large-scale retail enterprises in China narrowed month by month; the decline rate of China's clothing and clothing accessories exports narrowed month by month; in August, the clothing export resumed positive growth, with a year-on-year growth of 3.23%.

The resilience of China's clothing industry benefits from the support of a complete industrial system and strong supporting capabilities, and the rapid growth of new kinetic energy and new formats such as digital economy. Therefore, it can work together from both supply and demand, showing strong supply capacity, adaptability and repair ability.

2. Geopolitical contradiction aggravates industrial systemic risk

On the one hand, unilateralism, nationalism, populism, extremism and trade protectionism are becoming increasingly popular. Geopolitical frictions and contradictions force us to face a chaotic, uncertain and complex world. The United States has strengthened its strategic containment of China by raising tariffs, restricting industrial software licensing, strengthening investment and financing review, and suppressing Chinese high-tech enterprises. Textile and garment enterprises also began to be included in the list of entities that the United States blocked China's technology.

On the other hand, the breaking, shuffling and restructuring of global supply chain has become more significant. According to the "global investment trend monitoring report" released by the United Nations Conference on Trade and development, the global transnational direct investment will drop by 30% to 40% this year and next. This means that China's deeply embedded global value chain supply chain may be broken, changed and reconstructed. With all the industrial categories in the United Nations Industrial Classification, a relatively complete industrial system and industrial chain, and a large number of excellent industrial workers and complete industrial clusters, made in China must find new demand, and we will not be able to avoid the industry that may arise in the future Fission, recombination and evolution.

"A wise man changes with time, and a wise man follows suit." Under the challenge, we must make dynamic countermeasures and rational layout, focus on the efficient, smooth and optimized improvement of the whole supply chain with systematic thinking, strive for favorable conditions for a stable, harmonious and fair competitive environment, and complete a deep-seated underlying structure for our high-quality development.

3. Digital technology accumulates new potential energy of industrial economy

As a new engine of world economic growth, digital economy is the commanding height of a new round of global industrial competition and a new driving force to promote the revitalization of the real economy and accelerate the transformation and upgrading. As the "new infrastructure" to build a fashion power in the clothing industry, by leading the digitalization, networking and intelligent development of the clothing industry, accelerate the formation of a new form of the clothing industry of "data driven, man-machine collaboration, cross-border integration, CO creation and sharing", and accumulate new potential for industrial economic development.

First of all, the digital economy has enabled China's garment industry, which will deeply change the mode of production. Relying on the clothing intelligent manufacturing information platform, it will accelerate the pace from single and fixed limited supply to diversified, refined and customized effective supply, and promote the clothing industry to realize the upgrading from mass manufacturing to mass customization, from manufacturing centered to service-oriented.

Secondly, the digital economy enables China's clothing industry, which will deeply change the consumption relationship. By using intelligent tracking technology and digital marketing, we can track customers in real time and according to geographical location, and provide more personalized products and services. The viscosity between brands and consumers will become "all the time, everywhere and everywhere".

Finally, the digital economy empowers China's clothing industry, which will deeply change the attributes of the supply chain. Through the introduction of blockchain Traceability Technology, one click tracking of goods can be realized, the efficient coordination of supply chain can be improved, the asymmetry and delay of supply chain can be changed, the sense of distrust of consumers can be eliminated, and the integrity supply chain and transparent consumption chain can be constructed.

2、 New literacy: advantage reconstruction and deep collaboration

1. Big data: refining the "new crude oil" of the new era

With the rise of cloud computing, 5g and other technologies, a new era of big data application is coming. Big data is the "new crude oil" in the new economic era. Garment enterprises must inject new literacy into themselves.

On the one hand, build a comprehensive clothing industry big data ecosystem. In order to make data and real life seamless convergence, from data crude oil into real "gold assets", enterprises need online, core business automation, so as to build the foundation for the formation of data. At the same time, as an important strategic resource, building enterprise level big data platform is an important work for enterprises to reconstruct the structure of resource elements. The report of Accenture and the national industrial information security development research center conducted a sample survey on the digital transformation of Chinese enterprises in 2020. It is also shown that behind the continuous improvement of digital capabilities of leading enterprises, there is a leap in the connotation and quality of digitalization. The digital transformation of most Chinese enterprises also focuses on the digital deployment within the enterprise, single function or business line. The leading enterprises have been trying to break through the internal barriers of enterprises, realize the whole business process, and pay attention to the digital coordination and value creation of the upstream and downstream and external ecology of enterprises. Thus, it can be seen that leading clothing enterprises from point to surface, from top to bottom through the digital transformation, can be regarded as a practical path to guide the whole industrial ecology to digital, intelligent and integrated development.

On the other hand, we should expand the application of big data intelligent innovation. With the development of traditional business to intelligent business, the qualitative leap is reflected in the following aspects: on the basis of business data and automation, business decisions are formed through machine data algorithm, and business resources and market resources are matched in time according to specific consumption scenarios and consumer demands, so as to complete the closed-loop of market services. In today's increasingly mature consumer Internet, the clothing industry should use big data to realize resource linkage and sharing through the deep integration of industrialization and industrialization and the exploration of intelligent manufacturing, so as to put forward new solutions to meet the needs of consumption upgrading. Accenture's sample survey report also shows that in many application scenarios of digital technology, supply chain, Omni channel operation and intelligent decision-making are the three aspects that executives think enterprises need to improve most. This should also be an important area affecting the digital transformation of China's clothing industry layout.

2. Great synergy: building the value network of the new era

From upstream yarn and fabric, to downstream design, accessories, garment manufacturing, terminal retail The garment industry has natural standards and requirements for collaborative development, and the development and application of new technology make "big synergy" possible to achieve better conditions. In this way, we need to further build the value network in the future

First, "one-way collaboration" and "network collaboration". In the era of industrialization, synergy is just a transmission in a production chain, which is basically unidirectional, even point-to-point, scattered and discontinuous. Now, the clothing industry chain has begun to network multi role direct interaction, real-time response, multi-point to multi-point, different directions of interaction and docking, forming a new creative system network.

Second, "online collaboration" and "offline collaboration.". During the period of "Xinguan epidemic", some excellent clothing brand enterprises rapidly realized the omni-channel service integration of online and offline stores, and effectively realized a new round of business model reconstruction of industrial value creation mode through the three-dimensional construction of new retail mode of all customers, all channels, all time periods, all links and full data through the two-way integration of physical store intelligence and e-commerce experience.

Third, "real synergy" and "virtual synergy". With the development of VR / AR technology, the boundary between virtual and reality is more and more blurred. Garment design does not necessarily need to produce sample clothes. Even fabric design can be simulated by virtual method. Customers do not need to wear clothes on their body. All these processes can be realized by VR / AR technology. The application of VR / AR technology not only reduces the cost, but also expands the application possibility.

Fourth, "cooperation within the sector" and "cooperation outside the sector". "Network crowdsourcing" mode is essentially a kind of cross-border collaboration, which drives enterprises to break through organizational boundaries and realize value-added by absorbing and exporting innovation resources inside and outside enterprises in the whole process from product R & D to commercialization. For example, Alibaba rhinoceros intelligent manufacturing factory explores "new manufacturing" with textile and clothing as the breakthrough point. Relying on Alibaba's platform advantages, it connects sales data with design and production, and realizes more flexible supply through efficient link from C end to m end. This is a pioneer exploration of deep integration of real economy and network economy and cross-border cooperation.

3. Great circulation: the artery of the new era

"Big circulation" is the integration of domestic and foreign, internal and external industry, industrial chain and ecological circle elements circulation. The key to realize large circulation is the integration of the flow of people, capital, information and logistics, so as to avoid the formation of an island of talents, funds, information and logistics. This requires us to:

First, information sharing. With information flow as the traction, give full play to the new advantages of Internet new technology, establish the information sharing mechanism of industrial chain with "visual" supply chain as the core, improve the accuracy, timeliness and integrity of all kinds of shared information in production and operation, and promote the reasonable arrangement and matching of capital flow, information flow and logistics. At the same time, increase the perception and interaction of consumer consumption information, and form a supply linkage mechanism with consumer demand as the core.

Second, to ensure win-win benefits. To achieve a win-win situation, we must optimize the structure of the industrial chain, make the market cake bigger, and guide the rational flow of people, capital, information and logistics through the division of labor and cooperation, intensive cost, standard coordination and value sharing with relevant enterprises.

Third, to ensure good faith and mutual benefit. The realization of large circulation needs to strengthen honesty and credit. From the industry level, we should establish industry standards and provide platform services to promote sustainable and honest operation, and change "rule of man" to "rule of law" based on the principle of "consultation, co construction and sharing"; In order to improve the enterprise credit management, we should pay attention to the credit system, establish the enterprise credit system, and implement the enterprise credit management system.

3、 New future: innovation breakthrough and value expansion

1. New cycle and new space

In response to the major changes in the external development environment and conditions, the CPC Central Committee raised the new development pattern of "double cycle" to the height of "strategic choice of reshaping China's new advantages in international cooperation and competition". It is not only the key to accelerate the balanced development of China's clothing industry from a big country to a powerful country in the future.

On the one hand, the industrial potential and sufficient toughness of domestic demand market will strongly support the healthy and sustainable development process of China's clothing industry. China's clothing industry has a strong manufacturing system and a complete industrial chain; With the rapid transformation and upgrading of science and technology enabled industries, new models and new business forms are emerging, and new growth momentum is taking shape. We have the conditions and ability to better integrate into the domestic big cycle. In the future, we need to further tap consumer value and realize the take-off of local brands through the improvement of technology and brand power.

On the other hand, the innovative exploration and active cultivation of foreign demand market are enough to expand the more competitive value growth point of China's clothing industry. The new development pattern is by no means "decoupled" from the world economy, but provides a powerful driving force for the formation of new advantages in participating in international cooperation and competition. In 2020, the proportion of cross-border e-commerce trade will continue to grow to 1 trillion US dollars, and the proportion of cross-border e-commerce trade is expected to increase to 1 trillion US dollars in 2020. At present, China's local fashion e-commerce ushers in an excellent opportunity to go out to sea, which requires us to deepen brand building, gradually change from "flow oriented" and "product oriented" to "brand oriented", so as to realize the win-win situation of enterprise value and global consumer value.

2. New consumption promotes new fashion

The "new" of new consumption is not only manifested in the online access channel and intelligent user service, but also in the diversification and scene of consumption. At present, China's clothing consumer market will usher in a new window period of development.

First of all, the change of consumption subject will promote the transformation of fashion consumption market. China has more than 400 million people born in the 1980s and 1990s, more than one third of China's total population. In addition, the post-00s have gradually entered the society. The extremely diversified cultural ecology has given birth to the extremely prosperous cultural landscape and the diversified aesthetics of the new generation of consumers. Hanfu, cosplay, hip hop, graffiti, animation, games, Steampunk, minority sports, video games, live These active subculture groups are the "pursuit of meaning" carried out by young individuals in their daily life, and will also become the basis for Chinese clothing brands to capture the diversity of cultural landscape, respond profoundly with new design language and market behavior, and realize the foundation of brand value.

Secondly, the fashion industry will also change. New consumption habits, such as Guochao consumption, joint purchase consumption, grass planting consumption, 3-kilometer circle consumption, rental consumption and boutique consumption, are accelerating fission and subdivision. Scene economy, online Red economy, sharing economy and other new modes, new formats and new attempts are developing rapidly. The mode innovation of live delivery with goods, community marketing and online exhibition effectively makes up for the blank of offline channel suspension during the epidemic period. In the future, it will continue the vitality of the new mode, find out different algorithms, techniques and playing methods, and become the mainstream mode of fashion consumption in China. At the same time, the value of sustainable consumption will stimulate more lasting emotional satisfaction and consumption viscosity.

3. New culture infuses new energy

First, the definition of cultural identity will lay a new significance for the development of Chinese local brands. The identification and dissemination of any meaning is not irrigation, but lighting. In the future, China's clothing industry will start a new round of fashion culture renaissance in an all-round way and seek deeper value recognition in the global fashion discourse system. We should shape the cultural character of "independent and unique, open and open, innovative and good" in China's clothing industry, enhance the value with strength, obtain respect with dignity, and maintain the present and sustainable future. This requires us to do a good job in Chinese design, tell a good Chinese story, shape China's attitude, strengthen China's influence, and realize brand premium through good identity definition.

Second, the improvement of cultural confidence will create new historical opportunities for the development of Chinese local brands. One of the most important dimensions of cultural confidence is consumer confidence. The good news is that consumers' recognition of local brands and their sense of value belonging are improving. "Pride big data of Guochao" jointly released by Baidu Guochao season and people's Network Research Institute shows that from 2009 to 2019, the attention of Chinese brands has increased from 38% to 70%. To dare to listen and express an independent aesthetic attitude, strategically reconstruct in the context of contemporary consumption, and effectively make up for the bias and imbalance in the judgment of Chinese and foreign brand value in the past, is the beginning of establishing Chinese brand's style confidence and market self-confidence and "self reflection, self-awareness and self creation".

"It's really hard to get it, but there's no smooth road to peak height.". In the face of the disruptive innovation and production paradigm change brought by the new industrial revolution, as well as the changes of domestic factor endowment, demand structure and international development environment, China's clothing industry has entered a key stage of transforming development mode, optimizing economic structure and transforming growth momentum.

With the development of fashion industry in Sichuan, we will not be afraid of the development of China's fashion industry!

  • Related reading

十大品类115件产品获授“2020年度十大类纺织创新产品”称号

Association dynamics
|
2020/10/16 18:50:00
0

“纺织之光”2020年度中国纺联教师奖和学生奖评审结束

Association dynamics
|
2020/10/16 11:49:00
0

工业互联网大赛东部赛区颁奖典礼举行

Association dynamics
|
2020/10/15 11:48:00
0

第二届全国纺织服装流通领域党建知识大赛将于辽宁西柳举办

Association dynamics
|
2020/10/15 11:25:00
0

The Circulation Branch Of China Textile Federation Increased The Pilot Of Market Procurement Trade Mode

Association dynamics
|
2020/10/1 14:52:00
2
Read the next article

China Fashion Conference: Sun Ruizhe Cultivates New Fashion Accomplishment And Creates New Industrial Pattern

The ten years of China garment conference have witnessed the innovation and development of China's garment industry. Here, on behalf of the China Textile Industry Federation, I would like to call the meeting