From Marketing To Culture, The Four Trends Show The Direction Of Developing Domestic T-Shirts.

China is a big consumer of T-shirts, spending more than 3 billion T-shirts per year. Our country is still a large country producing T-shirts, and there are tens of thousands of enterprises producing T-shirts. However, the industry often says that the Chinese T-shirt enterprises earn only 1 dollars for a T-shirt brand enterprise, but foreign T-shirt brand companies buy 15-20 dollars after the tag. Many famous T-shirts worn by people around us are made in China. Based on reality and looking forward to the future, how can China's T-shirt industry go? What new trends need to be learned in advance? This has to be a directional problem that people in the industry are deeply thinking about. Farewell to "T-shirt without culture": our T-shirt industry needs to meet people's spiritual needs. The T-shirt industry is a demand driven industry and needs to be moved. It is the fundamental driving force for the development of T-shirt industry. After China's per capita GNP exceeds US $3000, the demand level of the people in clothing has generally been raised. We need to wear it with the feeling and wear the product to wear out the essence. In this sense, the T-shirt industry first is the garment industry, but it can also be the cultural industry, or the cultural and creative industries. It is time to say goodbye to "T-shirts without culture". This is a problem of industrial transformation. The upgrading of demand determines the transformation and upgrading of the industry. The T-shirt industry will inevitably transform and upgrade the integrated integrated industry that integrates the characteristics of cultural and creative industries. Apart from the basic functions, T-shirt is the most touching thing that it can bring us endless happiness. It is like the "window" in front of the chest showing any pattern or text. Through these patterns and words, we express our thoughts, mood, behavior, character, hobbies, or life sentiment, and also express our distinct personality. The meaning of its existence is beyond the scope of general clothing, and any content and emotion can be inhabited. T-shirt is probably the most "speaking" type of all kinds of clothes. It can express the wearer's thoughts and desires boldly by borrowing pictures, letters and symbols on the chest. Good T-shirts have no end, and T-shirts without cultural taste are not competitive. It can be imagined that if a consumer spends 50-100 yuan to buy a T-shirt, he will be more inclined to choose cultural added value. For example, in the United States, an ordinary T-shirt sells for only 10 dollars, and the image of Disney can be sold for 40 dollars. This example should give rise to new thinking. After China's per capita GDP exceeds US $3000, the Engel coefficient of urban residents and rural residents has dropped to 40% and below 50% respectively. This is an important turning point and is also a new starting point for the development of T-shirt industry. After that, there will be significant changes in the overall level and internal structure of the consumption of Chinese residents. A basic trend is changing from wearing warm to high-grade and personalized, and the transformation and upgrading of T-shirts into cultural and creative industries can be seen at the right time. From the perspective of social culture, the rise of Chinese popular culture since 1990s has been an indisputable fact. With the gradual establishment of the market economy system, business culture and citizen consciousness are more and more popular. People are more willing to pay attention to their lives and personal feelings. Under the combined action of loose political environment, diversified social values, and continuous influx of foreign cultural products, China's mass culture is bound to flourish. The great custom is elegance. The development of Chinese T-shirt culture has its unique natural endowments, such as the long cultural tradition, the numerous cultural classics, the distinctive national culture, the abundant human resources and the potential cultural market. T-shirt industry, unlimited business opportunities, unlimited scenery. In 1998, the CITF (2000), founded by British Prime Minister Blair, first gave a clear definition of creative industries: activities originating from personal creativity, skills and talents, and through intellectual property claims and acquisitions, these activities can create wealth and employment potential. CITF divides creative industries into thirteen categories: advertising, architecture, art and antique markets, technology, design, fashion design, movies, interactive leisure software games, music, television and radio, performing arts, publishing, and software. In China, the future T-shirt industry will not only be a labor-intensive industry, but also a knowledge intensive industry. It should change from hand to foot to head brain type. T-shirt design industry will rise, new T-shirt talents will continue to emerge. With the integration of the global economy, culture, science and technology and the popularity of the Internet, the latest trend of fashion information and culture in the world can spread rapidly, which brings more convenient ways and broader development space for the popularity of the fashionable T-shirts. T-shirt, as the carrier of fashion and thought, embodies the aesthetic cultural characteristics of an era, and will continue to be promoted by cultural changes, bringing more surprises and enjoyment to people. The development of communication, network and transportation, on the one hand, shorten the time and space of popular information, make the spread of popular information faster, and make the renewal speed of T-shirt unimaginable. The new T-shirt emerging in today's fashion show in London is likely to appear on the streets of Shanghai tomorrow. On the other hand, it enriches people's entertainment life and provides inspiration for the development of T-shirt theme. There are rich animated T-shirts, T-Shirts, horror T-shirts and alternative T-shirts, which reflect the psychological needs of different consumer groups. A kind of The development characteristics and trends of T-shirts have shown the following characteristics: one T-shirt has diversified styles, personalization and genre. Nowadays, the T-shirt has stepped out of the pattern of trumpet T-shirt, which has more feminization characteristics, such as tights, waist, shoulders and ribbon decorations. The design is rich and changeable, which provides more choices for women. For example, the traditional T-shirt is a piece of structure, and now the T-shirt has three pieces and four pieces of structure. In addition, some T-shirts have used more fashion structure design techniques, such as pleats to highlight the three-dimensional, fitting and fashionable dressing feeling; the third T-shirt fabric is becoming more and more high-grade and functional. Fourthly, T-shirts are still attracting people's attention, such as commemorating T-shirts and emotional T-shirts. Large scale customization mode: China's T-shirt industry will show a comprehensive innovation mode. The growing demand for diversity and personalization has created a market base for the implementation of mass customization. The increase of residents' income and the increase of purchasing power have laid the economic foundation for it, and the application of new manufacturing technology has laid a solid foundation for technology. With the development of society and the improvement of people's living standard, the consumption level and demand structure of consumers have also undergone great changes, and purchasing power has also become increasingly stratified and shunted. T-shirt is a decorative product that can improve people's image and temperament. The trend of personalized demand of consumers is especially obvious. People hope to get a suit that is suitable, decent, beautiful and personalized. This demand has further intensified the competition of T-shirt enterprises. And with the continuous maturity of consumers, competition is not only a competition between cost and price, but also a competition in quality, brand and service. Therefore, if we want to take the initiative in the current fierce competition, China's T-shirt enterprises must transform their existing business models and find a marketing mode that can meet the needs of the current T-shirt market and shorten the time to market, improve product quality and reduce costs. Mass customization of T-shirts is one of the effective ways. The mass customization of T-shirts refers to the participation of customers in the design activities of T-shirts, and the completion of T-shirt fabric selection and styling design with T-shirt designers, and tailor-made single products for customers according to the customer's shape and assembly line processing method. It is a brand-new enterprise production and operation mode, which combines the advantages of two ways: complete customization and mass production. It can not only satisfy the customers' personalized demand for T-shirts, but also enable enterprises to keep lower production costs and shorter delivery time, so it becomes an inevitable trend for the development of T-shirts enterprises in China. However, the implementation of mass customization of T-shirts is a huge systematic project. To achieve the goal of low cost, high efficiency and diversification, we need not only technological progress, but also conceptual renewal and management innovation. Due to the limitations of China's technology and economy, there are still many obstacles to the implementation of mass customization of T-shirts under the current market environment, which are mainly reflected in two aspects. One is the challenge of individual needs of customers. Facing the increasingly subdivided T-shirt market, it is more and more difficult for enterprises to collect customer's demand information. Even if the custom information is collected, because it has to pass through many departments, information tends to be distorted. In addition, the large-scale customization of T-shirts is to customize the production and sale of T-shirts according to the individual requirements of customers, but this is not the same as that of every idea of the customer, and every realistic requirement must be realized. For the personalized needs of customers, enterprises need to determine whether the needs of customers are within the limits of the enterprise's limits. If they are, they should consider how to implement them, or which part of the design, manufacture, assembly and sale should be realized. If not, they should consider how to transform them to the possible scope. Two is the challenge of cost and speed. Custom tailored T-shirts often increase the difficulty of designing and manufacturing T-shirts, thereby increasing the cost of products. The core idea of mass customization is to provide personalized products and services to consumers at a price close to mass production. Therefore, how to keep the low cost is a problem to be solved in mass customization of T-shirts. In addition, the order is only started after the customer puts forward the demand. There must be a time disadvantage. Therefore, how to respond to customer needs quickly, provide customized products and services in time, shorten delivery lead time is also a problem that must be solved by mass customization T-shirt enterprises. Cooperative marketing: China's T-shirt industry needs a new marketing mode. It is the essence of cooperative marketing that customers can be moved by T-shirts. Modern consumers have more and more demands on T-shirts, so this is a development opportunity for T-shirts enterprises in China. Mass customization requires a brand new marketing mode. People's demand for the style, design, quality and timeliness of T-shirts exceeds that of any previous time. "Multi style, low volume, high quality and fast delivery" naturally become the purpose of T-shirt enterprises. The traditional T-shirt marketing mode has been increasingly unable to meet this requirement. The purpose of mass customization of T-shirts is to provide personalized clothing suitable for customers' needs, so enterprises will welcome consumers to participate in the design process selectively. In order to achieve timely response and ensure low customization cost, a large scale T-shirt enterprise will first conduct modular design. Batch production does not reflect the common demand part of personalization. Then, customers will then freely assemble their T-shirts full of their individual needs according to the modular parts they produce, and make appropriate modifications. At the same time, in the design of products, enterprises communicate with customers at any time to get customers' opinions. If customers have professional knowledge, they can design products together with their R & D departments. Ensure that customers get personalized T-shirts at a lower price. Under the mass customization mode, enterprises arrange production on the basis of customer orders, and there are time disadvantages compared with the mode of production scheduling based on demand forecasting under mass production. Therefore, it is the focus of supply chain management to provide customized products quickly and low. Therefore, we must establish an agile supply chain, reduce costs and speed up in the mass customization mode. The production of any enterprise must face the market and satisfy the customers' requirements. The ultimate goal of mass customization is to provide customers with high value-added products. But strictly speaking, customization can really increase the value of products only if the preferences of customers are different for certain attributes of products. Mass customization of T-shirts is essentially a kind of