The Forty-First China International Fur Leather Fair Held

In his speech entitled "exquisite little world", Zhang Yang stressed that the future fashion will become a common demand. The small and beautiful ecological circle will gradually enter the eyes of the operators and will develop rapidly and integrate into the consumption trend to guide the trend. Fashion has become the necessary competitiveness of the industry.

He further explained that fashion will become a whole life style in the near future, from single to collective, from the inside to the outside, from the single line in the past to the pluralistic and internalized way of life.

"Small and beautiful" is based on values and crowd segmentation. Small and beautiful ecosphere has gradually become the focus of fashion industry operation.

Fashion gradually changes from pursuing the development of material ownership to pursuing self expression.

In the stage of material possession, the core of fashion is the fashion product that decorates and beautifies the human body. The expansion layer is a furniture fashion product that beautifies and decorates the small environment of human life. In the stage of pursuing self expression, its development level reaches the consumption related to human spiritual pursuit and lifestyle.

The fashion will eventually reach the extension layer, which will fashion and beautify the environment for the survival and development of people.

In the future, the development of various industries needs to introduce fashion elements as the necessary competitiveness.

Because fashion has become a common demand, the industry needs to be changed from functional orientation to aesthetic orientation. Fashion elements will be the necessary competitiveness in the industrial process.

The fashion industry needs to create dialogue with users through integration and innovation, focusing on making the small ecosystem more beautiful and attracting people from different vertical fields.

In this area, "small cells" are innovating each other, and "big cells" are merging each other, each performing their duties, and each plays an important role.

China's fashion consumption develops from basic demand to external symbol to internal experience, from functional guidance to aesthetic guidance, and finally forms the competitive power of fashion.

Zhang Yangzheng said that in the future, the trend of consumption will lead to the trend.

Operators need to establish the cognitive mechanism of fashion crowd, which can arouse interest from relevance, from opening mind to forming behavior to affecting the way of life, and ultimately to sharing, sharing will affect correlation, forming a closed effective cycle.

Among them, the communication method of subculture, the single product of preference and the way to show self are the key to form a chain of circulation.

The five key forces will be reshaped in the new ecological environment.

The so-called "new ecological environment" means that the fashion industry is vertically subdividing, and the industry needs to create dialogue with users through integration and innovation.

The most important "five forces" in the fashion industry: media dissemination, brand building, urban management construction, channel promotion and designers' driving, their respective industry characteristics are constantly reshaping, developing and evolving due to the demand and change of fashion consumers.

The dissemination of media is related to the development of operational media, and the use of scenarios is the direction of innovation.

The core competitiveness of operational media, which is characterized by interaction, social interaction, mobility, super segmentation and super convenience, is not only to provide content, but also to provide and provide what and whether it matches the needs of users.

The elements of traditional media are the combination of content and form. The elements of Internet media are the three elements of content, form and social interaction.

The elements of the media are the combination of content, form and social interaction, as well as the comprehensive application of four aspects, such as scene and scene.

In this era, it is crucial to integrate new elements and create media trust through segmentation and relevance.

Because of the integration of new media elements, it has entered the era of media specialization.

Thus, the three strategies for the construction of the new generation media can be generated: "mining small crowds, building highly cohesive social platforms, extending industrial chains, developing economies of scope, and providing solutions to life styles", Zhang Yangzheng said.

The future trend is

Direct dialogue with consumers.

At the phenomenal level, the brand is directly playing the three roles of "shopping channel", "media channel" and "trustworthy object".

Brand needs to create relevance, from "finding users" to "finding fans".

From providing single products to providing a one-stop lifestyle matching, it is the development trend of the future electricity supplier to realize the fashion of electric business.

Each channel is a contact point for consumers of electronic commerce, which will seamlessly link the brand experience of these contacts, and provide a coherent personalized brand experience for every consumer at any time and at any point of contact.

Through experience of spatial experience and consumption process, the experience economy model is constructed.

At present, the designer's cognition rate has risen faster than the luxury brand, and enters the time of the inflection point.

At the same time, designer brand also has new development space in second tier cities.

In the changing trend, operators need to pform their roles to meet the needs of the masses and integrate themselves into the fashion trend.

In the traditional thinking of luxury consumption, consumers mainly resort to quality needs, representing the high-end crowd. In the latter modern luxury consumption, integrating the public life and consumption, so that the public's self will will be fully developed will be the way to open up and develop.

In his speech, Zhang stressed that the sense of fashion identity of urban residents originated from the fashion appeal of the city.

According to the 2014 China Fashion index survey results, the top 10 Chinese cities with the highest urban fashion identity are: Shanghai 54.1%, Chongqing 29.2%, Dalian 25.6%, Beijing 24.7%, Harbin 24.4%, Chengdu 24.1%, Shenzhen 23%, Guangzhou 20.8%, Qingdao 20.3%, Ji'nan 19.9%.

This puts forward a new demand for the fashion industry, actively seeking for positioning, mining differentiated development path, realizing the unity from the passive mentality, presenting the product characteristics to the active mentality, realizing differentiation and seeking characteristics.