The Clothing Industry Is Smart For The Future: Wisdom Is Imperative.

The clothing industry is smart for the future.

After thirty years of reform and opening up, some emerging industries, such as IT, real estate and automobile industry, are far behind the forefront of creativity. It can be noted that Chinese enterprises in these fields are winning the right to speak in the international environment through the power of creativity in the modern economic system with the core of hi-tech information.

In contrast, as a traditional Chinese textile and apparel industry, although it has long advocated "originality", there are also some enterprises.

In the 2005 digital business era, the cover article in May, with the theme of "creating China in wisdom" as the theme, first put forward the view that "Chinese enterprises need to create wisdom". The rise of the concept of "intelligent manufacturing" and "Intelligent Manufacturing China" has become an important symbol of the new round of China's economic pformation.

With the rise of energy, raw material prices, export related policy adjustments, rising labor wage costs, appreciation of the RMB exchange rate, intellectual property disputes, trade protectionism and trade frictions, China's textile and garment industry has faced severe challenges in terms of manufacturing technology, labor and production costs accumulated over the past 30 years of reform and opening up.

At the same time, from the 4 levels of domestic innovation environment, innovation mechanism, innovative talents and innovation market, the gradual maturity has attracted and prompted enterprises and brands to think about how to change their own development mode, and how to survive in the new environment through the pformation of value creation.

A notable example is the "exception". As a representative of China's original clothing brand, it has already entered the "intelligent manufacturing", and in the next five years, what kind of development will it get?

With the establishment of R & D institutions in the field of information and communication, biopharmaceutical, fine chemical and pportation equipment manufacturing, multinational companies in the European and American developed countries are also adjusting their strategic deployment in China. In addition to a large number of terminals, they occupy the market share, and capitalize on the abundant domestic talent resources to realize the localization of foreign fashion. The "up and down" brand invested by Hermes is a typical example, and its future development will also give inspiration to Chinese enterprises.

For the textile and garment industry, from manufacturing to creativity, we must learn from the experience that the IT industry and the Internet have been in the memory bubble during the development process.

China, with its weak foundation in the modern garment industry, must be calm in the process of creation. It is necessary to realize the "intelligent creation" in a relatively long process and realize the "creation".

As an outsider, professionals from overseas fashion institutions may be more aware of this.

China is wise and wise.

In recent days, a number of experts and entrepreneurs have been interviewed, and they have launched the voice of "China is not suitable to continue to be a big manufacturing nation". Although this is a commonplace topic, it is still so clear, so strong and so consistent.

Since we were educated from a young age, China is a country with vast territory and abundant resources. Now we are more and more aware that vast territory and abundant resources are not inexhaustible, and the fact is that China is big but not rich.

To become a manufacturing factory all over the world is not because we have enough resources, but to solve the practical problems that must be solved when the society is very urgent at the time of artificial employment. Therefore, the "world factory" is more like a responsibility for China's economic environment.

Now, the situation has changed. As for the clothing industry, the voice of "made in China" sounds embarrassed and embarrassed in the past few years, that is, the sense of national honor to create a brand, and the "changeless change" of this year. More and more, the "Chinese manufacturing" has been pformed into the "industry thinking" of "China's creation", which has pushed to the point that "it is imperative to do so but not to be done".

From manufacturing to creation, it is a long process. Over the past hundred years, the Chinese fashion industry began to shout the slogan of "creation" more than 20 years ago.

This "fur" is the stage that must be experienced from manufacturing to creation. At this stage, there is a very appropriate title of "China Intelligent Manufacturing".

This stage may also be very long, and it will also lead to many entanglements. It will bring infinite creativity and revolution. One thing is certain. If we can not pass the "intelligent creation", we will never touch the "creating" string.

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Micro "intelligent manufacturing"

Outsmart creativity and soft power

Some people say that the fashion industry in 2011 will enter the "first year of Intelligent Manufacturing in China", which has puzzled a lot of people. Since China has a real fashion brand, it represents the embryonic form of intelligent manufacturing. Why should we put the starting year in the annals of 2011?

It is true that thanks to the international financial crisis, the big garment industry in these two years has been surging and changing. After experiencing unprecedented hardships, the manufacturing giant has unified the idea of the largest area: the cultural creativity and soft power become the most frequently used keywords in the whole industry in the 2010. Moreover, there is no doubt that these two words will continue to dominate the 2011 and the future, standing at the angle of the industry, and the general trend is the beginning of "wisdom".

The wisdom created by wisdom is more general than the "creation" created by creation and the creation of "creation". That is why many people are puzzled by the true orientation of cultural creativity and soft power. In the past year, though people have made countless modifications and explanations for these two words, they are still somewhat vague and vague.

A few days ago, when he interviewed a foreign government official, his seemingly simple words brought a strong resonance. Most of the enterprises in China had a common fault.

When talking about culture and creativity, how many entrepreneurs remind themselves that quality is always the first soft power.

"Ensuring quality is part of corporate social responsibility. Social responsibility is an important part of future soft power of enterprises."

The words of the government official put forward social responsibility in real terms. This is not a new term in the industry, but the social responsibility he covers may be far more simple than we think.

"Wisdom creates" is to create wealth wisely, not to be ashamed of the idea that "social responsibility can also be profitable". It does not necessarily have to shoulder the so-called grand social responsibility other than enterprise capability, or to genuinely start from the quality of the product to fulfill its social responsibilities, and also to use its social responsibility wisely.

Over the years, clothing brands have taken the first step in terminal construction, but the next step is how to make a difference.

If the terminal construction and service system are perfect, if we take the first step, there is a rule of "bringing ism" to follow, or we can learn from the mature terminal mode of the international market, or draw lessons from the local brand that goes ahead on the terminal, so that we all have some familiar homogeneity.

Then, in the first year of "intelligent manufacturing" in China, the direction of improving terminal construction is to use smart brains to realize differentiated stylistic service system and terminal mode.

The two words mentioned above: "bringing ism" and "differentiation" are just one of the boundaries between "creating" and "creating". Many people in the past China International Fashion week just analyzed some of the bottlenecks of designers encountered, which involves a point worthy of attention: first, talk about "wisdom" and then talk about "originality".

In the stage of intelligent creation in China, there are some topics that need not be deliberately avoided. The Chinese design community has talked about "originality" for many years. But whether "originality" is really popularized in Chinese design? There should be a self balancing scale in the minds of all professions: we are far from being original, and we are still using it for reference.

If we really see the "originality" recognized by the world all the time, this shows that we have entered the beautiful realm of "creating China". Obviously, we are only now moving forward in the threshold of "intelligent creation". "Wisdom" is not only a shame but a shortcut to the "creation Era". At the same time, we must realize the meaning of "wisdom" and avoid the tragedy of "making friends in the East".

How to "wise"? It must contain a lot of contents and ideas, but there is one thing that can never be less -- cultural creativity.

To sum up, it is not empty and high-profile definition of brand culture to analyze cultural creativity in the height of "intelligent creation".

The brand culture created by wisdom is just like the way to be a man. The way to mold oneself is not in the mouth, but in the information disseminated and the personality gathered.

Fans or friends are attracted by the culture flowing out of their bones and the creativity that comes out of their minds.

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Macro "intelligent manufacturing"

The brand chain of all stars

Chen Dapeng, executive vice president of the China clothing association, gave an example of the concept of "all star system", and analyzed the future of "China Intelligent Manufacturing" from a macro perspective. Maybe, it can really produce a star brand industrial chain.

From intelligent creation to creation is a process that must be completed. In this process, with the wisdom and creation of "soft power upgrading and cultural creativity leading", personalization will become more prominent, differentiation will become more obvious, brand market positioning will have subversive changes, and the brand structure of Pyramid will become more and more clear. Then the scale of individual brands will shrink, but the popularity and loyalty of brands will be improved accordingly, and the star brands of garment brands will also be born.

When the market is divided by "differential positioning", the original clothing industry chain will revolutionize its roots. The upstream surface accessories enterprises will completely abandon the shadow of extensive industrialization, and turn into an upstream supply brand enterprise with meticulous division of labor and accurate docking. As Chen Dapeng said, at that time, making buttons is brand, and sewing thread is also a brand.

With the increase of star brand in the terminal market, the star brand in the supply chain will naturally increase. So the ideal pattern in the future is that the apparel industry will form a precise star brand chain, and even the production and processing and brand building will form a double industry chain with complementary advantages. It can cooperate with each other on some nodes, but in more cases, it will not interfere with each other, and will not cause unnecessary waste of resources.

If the scale of a single brand becomes smaller and more sophisticated, China will become famous and influential big brand group in the future. Just like LV and Itou Tada, there will be large brands group at every level of clothing Pyramid. These groups will assemble many intelligent brands on the same level to integrate resources, provide more information, nutrients and capital, and most importantly, condense strong fashion discourse power, and create a plump wing towards international.

Until now, "China Intelligent Manufacturing" has already shown such a clear and profound industrial pattern. Until now, the fashion group of Chinese brands or collection brands can have a real voice in the world; until the fashion giants have come to "ingeniously" our original creation; until the Chinese clothing enterprises can clearly express their soft power and cultural creativity in action, "China Intelligent Manufacturing" can also be successfully concluded. China's fashion industry will be indisputably invested in the embrace of "creation".

"Exceptions", there is no reason to die.

In 1996, Mao Jihong and Marco created the "exception" brand in Guangzhou.

14 years later, the "exception" has become the longest existing designer brand in China. It is also the epitome of Chinese women's wear brand from scratch, from "made in China" to "Chinese design".

In the circle of designers, Mao Jihong and mark are considered lucky.

Over the years, the "exceptions" have also developed very well.

A year ago, the "exception" in a shopping mall in Beijing has sold more than ten million yuan a year.

Moreover, after the "exception", a large number of followers and imitators were gathered. Some people have said that there are no less than 10 brands that can be seen in the Shenzhen market.

Insisting on natural and simple material and refusing to use chemical fibre is the mark of "exceptional" brand.

Designer Marco is also known for her bold form. She is good at making use of environmentally friendly, recyclable materials combined with traditional textile and embroidery techniques. This green idea and respect for tradition have won boundless admiration from the fashion world.

Grey, beige and white are the dominant colors of "exceptions". Cotton and hemp are the main materials. There are also similar ones: Jiangnan cloth, Dai, EIN and so on.

"For consumers, they like the brand of this style, why do they have to choose the" exception "?

A reporter who predicted it would die.

Yes, "exceptions" have a strong style, but this style accomplishments and fetters it.

In many people's eyes, "exceptions" and Mao Jihong are more paranoid. They are immersed in a fixed world, and are proud of this immersion.

Therefore, some people say that if there is no breakthrough and no innovation, the "exception" will not go too far.

Is it true? In my opinion, the "exceptions" may change a lot in the next five years or more.

One of the conjectures: design still sticks to the present style.

Because it catches many people's needs, and also meets the consumption trend of future market.

With the maturity of consumer psychology, people no longer blindly pursue big brands, personalized clothing designer brands have begun to have a place in the market, and the feeling of popularity can no longer meet the needs of those who pursue individuality for clothing wear. As a "exception" of designer brand, it can no doubt continue to be loved by this group of people.

In addition, low carbon and environmental protection have become the concept of a big fashion, a long-term strategic topic, rather than a popular topic.

Over the years, the "exception" has always emphasized the low quality and natural elements, which accord with the concept of low carbon and environmental protection that people are advocating and will become the trend of consumption in the future.

Two of the conjecture: the number of stores will shrink, self shop will increase, will enter more designer brand compound shop.

In 2000, the "exception" set up about 5 stores in the whole country in the form of franchising and entered the scale expansion period. In 2001, five years after the establishment of the brand, it excluded all kinds of impurity and dissociation, and Mao Jihong identified the style for the "exception".

This year, its shops increased to nearly 30. In 2004, the number of "exceptions" shops suddenly increased to nearly 100 stores.

It was also in this year that Mao Jihong discovered that the development of "exceptions" was a bit too fast, so he began to shrink the shops, refine the terminals, and shrink the 100 stores to about 60 stores.

Today's "exceptions" have more than 70 stores in the country.

At present, the "exception" adopts a compound mode of agency + single store cooperation. Apart from Beijing, Shanghai and Guangzhou three applicants who join the applicant can apply directly to the exception company, in other regions, "exceptions" are handed over to local cooperative agents, who are responsible for approving and coordinating the opening of stores.

Such a channel mode can help its rapid expansion in the early stage of brand development.

However, for designer brands, such a model is dangerous in the future.

Luckily, Mao Jihong realized in time that the potential damage to the brand caused by the blind pursuit of the number of shops opened, and the timely stop loss was removed from the pursuit of the number and size of the shop.

Although "exceptions" have attracted the attention of many venture capitalists, Mao Jihong seems unmoved.

In order to maintain the image of "exceptional" high-end designer brand, the reporter conjectures that more than 70 stores may shrink further.

Conjecture three: "exceptional" product prices will rise again, it is possible to launch a younger, slightly lower price of the secondary line brand.

Different from the public brand industry, there is a consensus that designer brands should not be too many, but few are good.

This is especially true for designer brands such as exceptions.

In the future market, the scale of a single brand will be smaller and smaller, and more and more collectivize enterprises will operate.

Therefore, if Mao Jihong wants to earn more profits, the price of the "exceptional" brand will still increase. In order to take care of those who love this style but are unwilling to spend more money, Mao Jihong should consider the introduction of a sub line brand with a younger style and a more acceptable price.

Of course, all of these conjectures require Mao Jihong to optimize the company's management structure and explore a more scientific corporate management structure as a further institutional guarantee for "exceptions".

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"Up and down" can only be used.

"Up and down" is a famous French brand HERMES, which specializes in high-end brands for the Chinese market. Its first store opened in September 16, 2010 at the Hongkong Plaza, Huaihai Road, Shanghai, and is adjacent to MCM, Chaumet and other international brands.

The rise and fall came from the group development strategy of HERMES CEO Patrick Thomas, which did not plan to merge acquisitions.

In an interview with Agence France-Presse, he once said, "we are developing our business through organic growth. The idea of the company is to expand the concept of HERMES to China and build a China HERMES."

"Up and down" new store nearly 100 square meters, including furniture, clothing, household goods, accessories and other categories, from the design style to the container are mainly Chinese characteristics, clothing materials mainly cashmere, the prices of various categories ranging from several thousand yuan to 10000 yuan.

According to Patrick Thomas, this is a brand designed and handmade entirely by Chinese designers and is currently only sold in China.

The designer team is led by artist Jiang Qionger, who holds a small share of "up and down". Her motto is that by reproducing the brilliance of Chinese craft, we can contribute to the preservation and continuation of China's traditional technology.

At present, more than twenty craftsmen create life for the works of 12 designers of the brand.

Jiang Qionger said: "what we are pursuing is not fashion, but an enduring aesthetic standard. Like the chairs of Ming Dynasty, we hope to look modern in 50 or 100 years. Now we are just beginning to hope to find our own style."

In accordance with this idea, in fact, "up and down" and the pursuit of the same as HERMES, that is the improvement of the process and quality.

As we all know, HERMES's world - famous bags are done by the same craftsmen, a leather apron, a cone with a cone and a wax impregnated line, a needle and a needle in three days.

HERMES's magic weapon for making bags is a ancestral needle called Double riding.

This kind of stitching can only be done by hand instead of by sewing machine.

The materials used are also very sophisticated, with a slight flaw on them, which will be scrapped.

All the scrapped shall be destroyed, and he shall not be dealt with.

That's why HERMES bags are expensive.

In design, HERMES advocates generosity, classic and practical. It is also a durable and never out of date.

This is also consistent with the persistent aesthetic standards stressed by Jiang Qiong.

If the "up and down" can persist in this persistent spirit, I believe that in the next five years, there will be more and more people who advocate craft and root seeking to become their loyal fans. The brand will also basically lay the status and prestige in the fashion circle and become the "luxury" of the authentic MadeinChina.

Although it does not have such a long history and cultural accumulation as HERMES, standing on the foundation of China's profound history and culture, because of its respect for technology and quality, it will be a great honor for those stars and celebrities with good taste to have a "upper and lower" brand of bags or clothes.

But this insistence needs HERMES's financial support. Although neither side has disclosed the specific investment amount, it is certainly not a small number, because art, especially the inheritance of handcraft, needs financial support.

If under Jiang Qionger's leadership, "up and down" can achieve the expectation of Patrick Thomas, by that time, a shop in Shanghai has been unable to meet the needs of consumers, and large cities like Beijing and Shanghai will continue to have new shops on the ground up and down.

By that time, the more than 20 craftsmen will be busy all day.

Now I want to buy a chair which is "up and down". Maybe I could pull the chair away in the shop, but in the future, I might have to make an appointment to wait in the first half or even a year.

But consumers do not care about this. They want "hard to find and precious".

The strategy of "up and down" is based on local raw materials and locally crafted, and is attractive to Chinese consumers who are increasingly keen on root seeking.

If the above series of assumptions become true, then "up and down" will be successful.