Sun Ruizhe: How Can The Textile And Garment Industry Serve The People Better?

2016 China

The forum was held in Beijing on March 29th. Sun Ruizhe, vice president of China Textile Industry Federation and President of China clothing association, delivered a speech at the meeting.

Distinguished guests and friends,

Good morning, everyone!

Thank you for coming to the 2016 China Fashion Forum. It is a great pleasure to work with you to study the problems, solve the problems, sort out the values and find the driving force.

At this moment, a word came to mind: serving the people.

Everyone must be familiar with it.

To test the degree of civilization of a country, it does not look at the size of the country, does not look at the long history, does not look at the urban construction, does not look at the rich or not, and looks at the people's appearance. One of the important manifestations of the people's style is clothing.

A history of clothing is a history of human civilization.

It is the mission of the textile and garment industry that "people change, people live, people first" and serve the people.

What needs to be ponder is: why is there a population of 1 billion 400 million, a population of 700 million, and a 300 million middle class?

There is no support for a world-class clothing brand. Some will argue that it will take time to come true.

The fact is that we will become bigger and stronger. But without the support of business civilization and consumption civilization, how far can our brand go?

So when we talk about value return and product orientation, in pursuit of "doing well" and "selling well", we also need to consider how to build business civilization and guide consumption civilization. Corporate social responsibility is people-oriented, environment-friendly, fair competition, and consumer safety. Then corporate responsibility of society is fair policy, stable environment, and people's civilization.

Corporate social responsibility and social corporate responsibility complement each other in order to create great industries and great brands. We might as well define the textile and garment industry as an industry that serves the people.

Clothing should be born and move with the heart. It is a projection of human civilization and a portrayal of human emotion.

Clothing, it serves the comprehensive quality and system features of the Chinese and the Chinese nation from physical representation to soul value.

The apparel industry has been and will continue to be a pillar industry and consumer support force in China's economy.

In terms of China's economy, the main business income of textile and garment industry in 2015 accounted for 6.41% of China's above scale industries, accounting for 6.07% of total profits, 4.30% of taxes and 5.32% of investment. For domestic consumption, clothing shoes and hats and needle textiles accounted for 9.46% of the total retail sales of consumer goods above the national limit, and clothing consumption accounted for 7.4% of the national average consumption expenditure per capita. According to the data of Yi Guan think tank, in 2015, clothing and apparel pactions accounted for 32.75% of China's online retail B2C market turnover.

Judging from the challenges and responsibilities at this stage, there are three points to note:

First, serving the people means creating beauty.

The industry level should shoulder the heavy responsibility of enhancing the soft power of Chinese culture and guiding consumption civilization, and create a new fashion ecology with resource saving, environment friendly and green development.

Behind the Chinese fashion discourse power, there must be strong culture, civilized people and brand aggregation.

Two, serving the people means lowering costs.

At the enterprise level, we should promote technological progress and model innovation, hedge the upward pressure on factor cost, reduce the relative cost of elements while increasing the absolute cost of elements, and at the government level, we must adopt policies and measures to create a sustainable development environment, as general secretary Xi Jinping said: macro policies should be stable, industrial policies must be accurate, micro policies should be alive, reform policies should be implemented, and social policies should be underpinning.

Three, serving the people means complementarity.

The most important thing is to fill the gap between the rural areas and the employment and consumption of the poor.

In the process of urbanization and new industrialization, the textile and garment industry has absorbed more than 20 million people, accounting for over 10% of China's industrial employment. During the 13th Five-Year, one hundred million rural residents will be converted into urban residents. The consumption of clothing for urban residents in 2015 (1705 yuan / person) is considered to be three times the gap among the rural residents (574 yuan / person). Only this one will form an increase in clothing consumption of 160 billion yuan. In 2015, the per capita clothing consumption expenditure is 1164 yuan. According to the average annual growth rate of 6.5%, the improvement of people's living standard in 2020 will bring an overall increase of 660 billion yuan in clothing consumption.

Serve the people and keep pace with the times.

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Under the new normal situation, the textile and garment industry is progressively advancing towards producer services and fashion industries, and the connotation of service objects has changed.

We may further focus on serving the people to serve the new people, serve the new world and serve the new future.

The new human who follows the new era concept, oath as an ideal, dynamic and variable is always the largest and most active consumer group. The new world of symbiosis and harmony between the physical world and the virtual world will spawn new channels of proliferation and value fission. The new future of changeable risks, multi industry ecology and multiple possibilities of development has just come into fashion.

How to serve the people better? I want to conclude with three sentences.

First, let the service be featured.

The characteristic of service is actually "pain spot marketing".

Clothing industry, the pain is to return to the product, the production of a person who thinks day and night, can not stop, want to stop a clothes.

Whether online or offline, the clothing industry will usher in a new tribal economy with the individualization and differentiation of consumption aesthetics.

Especially along with the development of social network, the network community is more and more like the home on the Internet, there are stable living people, communication mechanism, social scene, business paction.

The way of consumption that people are divided into groups and attracts like one another needs us to adjust the traditional service mode of "one size fits all, one pot end, one fresh recruit" in time, and push the most suitable product to the most suitable people. This is fine and meticulous and meticulous marketing idea.

Looking for the consumption pain point of value innovation, this is the same as the "supply side structural reform" at the national level.

We need to analyze, locate and lock effective demand, establish a value link between quality production and quality consumption, and classify and link the brand's product value with consumers' use value.

Two, let service personification.

The best way to realize service personalization is experiential service.

It is noteworthy that offline brands are not equal to online attractiveness. Online good sales are not equal to good products under the line. Offline members are not equal to online fans. Online traffic is not equal to offline customers.

Online and offline two different business worlds, the difference of physical space will lead to different psychological spaces, and there are many possibilities of fault and division.

On the one hand, we need to actively promote integration so as to realize differentiated design of channels and complementary resources.

On the other hand, both online and offline require deep experience service to pform traditional thinking that attaches importance to product attributes only and redefines products and services.

The essence of experiential services is that garment manufacturers can become the content providers of lifestyle.

We should learn to bloom and bloom in the spring of content producers.

For example, can we use the logic of building super IP to carry out operation and maintenance management and turn into phenomenal products? We can see that in fashion industry, the cooperation of super IP has a long history.

Consumers can wait until the beginning of the night except for Apple series products, as well as the joint names of major brands.

For example, Nike's high-end brand Air Jordan, Adidas's Stan Smith white shoes, NMD series, Raf Simons cooperation, Puma and Alexander McQueen, and cooperation between the company and the company, and the joint name of UNIQLO, designer and brand.

Three, make services ecological.

No matter how the division of consumer demand, how to fission and how to extend, we still need to work together to pform and upgrade common services.

This is also the development ecosystem that the government, industry, business, business and media need to build together.

From the point of view of products, we should focus on the collaborative tackling of common key technologies in the upstream and downstream industries of the industry chain, and strive to establish the scientific pmission mechanism and linkage development mode of research, release and application of local fashion trends.

From the marketing point of view, the traditional commercial infrastructure needs to integrate into a more vivid experience of cultural genes. The cooperation mode between brand dealers and channel providers needs to be upgraded continuously. O2O's big data infrastructure needs more support from cross-border forces.

From the perspective of communication, how to make use of the advantages of media and industry platform to create the public image of local brands and enhance the cultural confidence of consumers in national brands still need further penetration.

The upgrading of common services is not the capability of a single enterprise. It needs the platform strength of intensive integration system. It needs the strategic concept of "Trinity" of the state, industry and enterprises, and needs to pay attention to grinding and responsibility.

I hope that every friend who participates in the forum will be able to gain some wisdom. It will guide the direction of China's textile and garment industry. Thank you!