China's Clothing Industry: What Will Happen In The Next Ten Years?

People in every era will be born in that time. social environment Influence. In the next 10 years, when these people have the sense of autonomy, they will react to the times they live in.

In China, 70, 80, 90, three generation and domestic. Fashion industry That is the relationship. Since the beginning of the reform and opening up in the late 70s, every generation will interact with their own times. On the one hand, they were influenced by fashion at the time of their birth, and gradually formed their own fashion aesthetics and consumption habits; on the other hand, when they entered the youth, they began to exert their will in the new era and promoted it. China The progress of garment industry.

　　 After 70: fashion is a bit fierce.

In 1978, China began reform and opening up. The spring of Chinese dress development and the revival of Chinese fashion concept began at this time.

In the early 80s of last century, fashion information began to come in from Hongkong via Guangdong. At that time, fashionable people did not know the two "fashion sanctuary" of Guangzhou Gao Di street and Shenzhen Sha Tou Jiao. Many clothes that were fashionable at that time came from here to the whole country. Although some of the clothes are too vulgar in the present view, these clothes are beautiful for the Chinese who have seen "green, blue, black and gray" for more than 10 years.

Born in the 70s of last century, after 70 in 80s, at this time also entered the pursuit of beauty age, so for them, 80s is extremely happy. Moreover, with the opening of the national door, the long suppressed beauty of the Chinese people can finally be satisfied, so as long as it is related to clothing, it can quickly become a fashion trend. So, for 70, it was later said that there was no lack of fashion in that period, and fashion came a little too fierce.

At that time a movie "Mount Lu love", the heroine's gorgeous fashion brought strong visual impact to the people at that time. So, overnight, the Chinese earth seemed to be a huge paint box, and people were wearing colorful costumes. But at that time, people were restricted by the income at that time and the idea of frugal consumption.

Therefore, in the early 80s, "Dacron" was popular throughout the country. "Dacron" is actually a kind of chemical fiber fabric. According to the current vision, it is actually not good at all. Because it is a chemical fiber fabric, it will feel abnormal and hot when it is put on it. But because it is very shiny and slippery, especially can be printed and bright effect, and the price is relatively low, so in that era has been sought after by the whole country.

In addition to color and style design, domestic clothing in 80s can also be colorful. From bell bottoms, blouse to bodybuilders and dresses, Chinese costumes quickly get rid of the old style. The flare trousers imported from western movies were fashionable and popular with young people who advocated self expression. Over the next few years, black stretch pants were also in fashion for quite some time. With the popularity of bodybuilding pants, bat shirts are also popular. Close fitting body-building pants with loose blouse or a pair of sunglasses are the standard outfits of the modern city girls at that time.

In addition, the "suit craze" that emerged in that era brought about the development of Chinese suit industry. In the middle of 80s, a large number of Western-style clothes factories were built, and about more than 100 production lines of Western-style clothes were introduced from abroad, which greatly improved the production of western style clothes. The use of pipeline operation and special equipment can make the process more reasonable, improve quality, increase efficiency and expand production capacity. Moreover, the Western garment industry has also promoted the great development of the garment factories of township enterprises. Since 80s, to meet domestic demand and export processing, and to create their own suit brand in 90s, Chinese suit enterprises are moving towards branding production. Meanwhile, women in 80s also wore suits and skirts, and then the concept of "professional women's wear" was officially born.

In the face of the huge demand for clothing and fashion, business savvy people have seized the opportunity. Many Hongkong and foreign tail products and second-hand clothing, and all kinds of odd textiles, have been transported to China in large numbers. During that period, from coast to inland, from urban to rural areas, the garment market reached unprecedented prosperity. All trades and professions at that time sold clothes, which were called "workers, peasants, soldiers, business men, and clothes."

Today, after 70, it has become the backbone of the society. They are mature and have economic foundation, so many of them are designed to produce and fashion their clothing brands based on their work, social life and lifestyle.

　　 After 80: buy clothes? First look at the brand!

The overall living conditions of the post-80s group are superior to those of their predecessors. In addition, most of the 80's are single children, so parents will be able to meet their needs in all aspects. At the same time, the growth of post-80s infiltration in TV culture and fast food culture is a consumerist in comparison with their elders.

In the 90s of last century, with the further improvement of China's national strength, more and more international brands began to realize the inestimable potential value of the Chinese market, so they came into China one after another, hoping to seize the market one by one. At this point, it is precisely when the 80s generation began to have self-awareness about dressing up that many parents would buy children's famous brand products to satisfy their children. Based on this, 80 generations become a generation of people who have a high degree of awareness and dependence on brands.

Patricia Pao, the founder and President of Pao Principle, New York Consulting Group, has a book on Chinese luxury consumer sample research. Among them, there is a view that China's post-80s generation is an important force to promote domestic luxury consumption. According to the survey, he pointed out in his book: "1 billion 350 million of the Chinese people, there are about 300 million people living well off, including 37 million 900 thousand people born after 1979. They are regarded as the main consumer groups of luxury goods in the Chinese market. Most of the consumers are from 20 to 40 years old. Compared with the elderly in the United States, Japan and Europe, the majority of the luxury consumers are 40 to 70 years old. Chinese young people are obviously more eager to get luxuries than their peers abroad.

The development of China's garment industry has also coincides with the trend of public recognition of brands. Entering the 90s, the new consumption concept and consumption pattern have already entered the Chinese metropolis. Unconsciously, all kinds of commodities have assumed the functions of extensive cultural contact and dissemination. People not only consume material products, but also consume some social and cultural significance symbolized by commodity brands, including mood, beauty, grade, status, status and atmosphere. In the process of consumption, people also express and convey their status, identity, personality, taste, taste and identity through consumption. Therefore, the dress brand grade has also become the main symbol of people's identity and taste. It was in this era that many brands such as YOUNGOR, Shanshan and Shun Mei were born in China. Now they have become the backbone of various industrial clusters. It can be said that the road of Chinese clothing brand begins at this time. After the formation of pluralistic values and the structural adjustment of social interests, clothing brands began to transform from "product demand" to "brand demand".

Along with the "brand" of clothing, the clothing business market has begun to change. With the increasing number of clothing brands, more and more department stores have begun to appear. These shopping malls share customers with each other through the joint venture with brand clothing manufacturers to achieve mutual benefit and win-win results. At the same time, in order to reflect their own value and grade, brand clothing has begun to break away from the traditional clothing market, and the choice of independent stores has been able to operate more autonomously. At the same time, it can better reflect the brand's own value through the display and layout in the store.

Therefore, the 80's can be described as the generation of "shopping malls growing up". In shopping malls, they are free to choose their favorite products, while enjoying the pleasant feeling brought by the comfortable environment, and feel the satisfaction of buying brand-name products.

　　 After 90: personality and convenience are king's way.

From a sensible time, most of the post-90s lives already own computers and networks. Such a growth environment makes the post-90s infiltrate in Internet culture. They are very different from their predecessors in terms of values, aesthetic orientation or consumption habits.

In terms of values, post-90s advocate individuality and independence. They are used to making personal remarks on the Internet, as is true in real life. In the aesthetic orientation, the post-90s pursue singularity and exaggeration, and at the same time, they have a strong desire to imitate their objects. In terms of consumption habits, after 90, love is convenient. Especially shopping through the Internet has become the most preferred way of consumption after 90.

It is precisely based on these characteristics of the post-90s that the domestic garment industry has been changing at the same time. In recent years, many changes have taken place.

"Personality tide card" has sprung up in recent years. These tide cards, the number of storefronts is not large, and the volume is not large. However, because of this, these tide cards give people the impression of niche, which is exactly the pursuit of personalized dressing after 90's. The so-called "tide card" is low-key luxury, petty bourgeois minority taste. Royce, the owner and buyer of P+ department store, said: "many consumers buy a variety of luxury brands every time, especially when they participate in" full shopping ". They have to buy a bunch of clothes that are easy to crash into others. Therefore, the survival environment of personality and even niche brands will definitely become better and better, because consumers' desire for unique desires will become stronger and stronger, while the smaller brands will be the increasingly large urban consumption groups.

Apart from niche, the garments designed by these tidal brands are different from those sold in mainstream clothing market, both in style and style. At the same time, tide cards often use exaggerated colors and strange patterns to embellish on clothing, which is also consistent with the aesthetic orientation of post-90s.

Many mainstream clothing brands also began to realize the potential of consumption after the 1990s, so they launched a second brand younger to specifically design and produce clothing for the 90s. At the same time, these brands are also beginning to realize that idols can be the driving force behind the 1990s. Therefore, hiring young idols to promote endorsement for brands has also become a trend in the clothing market in recent years.

In addition to the traditional consumption channels, the post-90's dependence on the Internet has inspired many traditional clothing brands. While continuing the operation of the entity store, these brands have also opened online stores or through the third party network trading platform to achieve the network sale of commodities. What's more, in recent years, there have been many clothing brands specializing in online sales. These brands have eliminated the financial manpower needed to set up physical stores, and put more energy into product development and logistics links. In this way, they can provide customers with more affordable products and more speedy door-to-door service.

　　 It should be said that although the post-90s generation has not yet become the most purchasing power group, their lifestyle has had a great impact on the domestic garment industry. After all, in the near future, the 90's will take over the banner of their predecessors and become the main consumer group.