Transformation: Traditional Textile And Garment Industry Profits Continue To Decline, "Smart Clothing" Contains Countless Opportunities.

In the traditional textile and garment industry profits continue to decline, based on big data, Internet of things, technology innovation and other aspects of smart clothing is emerging, is gradually becoming a new breakthrough in pformation.

Ali uses smart clothes to infiltrate clothing production and sales, the old clothing seven cards add intelligent modules to achieve functional upgrading, and small start-up companies aim at the needs of special groups.

Smart clothing this 100 billion

Just beginning, there is still great possibility for entrepreneurs to discover, explore and create.

Smart watches, smart bracelet, smart glasses...

The smart wearable whirlwind has now spread to clothing.

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Smart clothing based on big data, Internet of things and technological innovation is emerging as a new breakthrough for reviving traditional textile and garment industry.

Although dressing is a rigid demand, the traditional textile and garment industry has entered the "meager profit era" at a time when the cost of raw materials, labor, equipment and land rent is rising.

Recently, even the leading enterprises of China's textile and dyeing industry, Wei Qiao group, and BELLE international, known as "China shoes king", are also in trouble.

It seems that the industry that once used to support 170 million of the employed population seems not to be over.

"Everything can not last long except change."

On the one hand, the traditional textile and garment industry is trying to pform to find a way to revive the momentum. On the other hand, it is the possibility of technology start-ups with artificial intelligence, big data and Internet of things to search for technology. The combination of the two brings smart clothing. How much imagination will it bring to the market?

market size

2020 is expected to exceed 100 billion.

In 2016, known as the first year of smart clothing, according to authoritative data, in 2016, smart clothing nearly jumped from zero or one to the first category of wearable products, with a shipment volume of 26 million, which accounted for only 1/1000 of the annual shipments of Chinese clothing.

With the continuous improvement of capital and the continuous influx of start-ups in recent years, it is estimated that by 2020, the market size of smart clothing will exceed 100 billion.

The industry believes that, at present, smart watches, smart bracelet, smart glasses and other products have been developed in the past, in terms of product technology and form performance has entered the "homogenization".

Therefore, as the undertaker of smart bracelet and other equipment, driving the wearable device continues to move forward, smart clothing will undoubtedly be the best choice.

On the other hand, the market capacity of clothing is huge. Both the brand's market operation experience and distribution channels are relatively mature. Compared with those hardware manufacturers who have built up from scratch, they are much larger in communication and penetration.

Again, it has something to do with the attributes of the product.

Clothing is not only an essential part of the human body, but also has a closer contact with the human body. For the functional realization of wearable devices, the data collected by human body is more accurate than the current algorithm, such as bracelet and watch.

This improves the user experience of wearable devices to a certain extent, and will play a positive role in the promotion and development of wearable devices.

At present, the smart clothing market is still a blue ocean.

What are the entry opportunities for small and medium-sized enterprises that want to enter the board? We have chosen three types of enterprises, and perhaps we can get inspiration from their development path.

Technology business opportunities

Infiltrating into industrial chain to enhance dressing experience

For high-tech enterprises such as artificial intelligence, big data and Internet of things, it is probably a good entry direction to use the accumulated technology to penetrate into the production, sale and after-sale links of clothing, so as to enhance the consumption experience and expand the market.

In early July, engineers in Hongkong landed in the world's first AI clothing store, "FashionAI concept store".

It is the first attempt to interpret human's passwords through artificial intelligence technology.

From the outside, it seems that the FashionAI concept store has no difference from ordinary Stores - rich shelves, spacious fitting rooms, everything is in good order.

When consumers scan Taobao ID to bind their identity information, pick up any commodity at will. The smart button on the merchandise will wake up the "mirror screen" (Zhi Nengping) on the shelf edge, display the corresponding commodity information, and provide suggestions for wear according to the consumption records.

If you want to try your clothes on, you only need to put the clothes in the dressing basket on the mirror screen. The clerk will put your clothes in the fitting room ahead of time.

After the clothes are finished, consumers can complete the scan code directly, pick up the goods in the store, or send them to the home.

After leaving the shop, any hesitant and unpurchased costumes will be displayed in Taobao.

In addition, the clothing items that have been purchased have been "alive" in "my Taobao". There may be more sparks between merchandise and merchandise.

Behind the novelty of "smart choice" is Ali's accumulation of big data.

FashionAI has learned 500 thousand sets of fashion wear from Taobao Tatsu. After receiving the collocation needs of consumers, it will quickly match the attributes, colors, styles and details to find the most suitable way to wear single products.

Take cuffs as an example, 4 dimensions and 24 design labels have been removed from sleeve cuffs, sleeve shoulders, and design techniques.

It keeps learning, keeps identifying, and keeps matching. It is reported that it has reached the level of general online collocation teachers.

In the eyes of Ali, FashionAI can not only help consumers get more efficient clothing collocation, purchase advice, but also help manufacturers and retailers to better understand user behavior and preferences.

At present, FashionAI has reached the first cooperation with the clothing brand GUESS, and all the costumes and accessories in the concept store are provided by the latter.

For example, which clothing has a very high wear rate but is rarely bought, which clothes let consumers pick up and put down, which clothes are universal products, and can be sold with other products.

In the past, the "try out rate" and "purchase rate" were the secrets of the salesperson's mind that they could only express themselves, but they would be declassified in the world of artificial intelligence today.

Alibaba group vice president Zhuang Chuo ran said that the emergence of FashionAI will not only restructure consumers' fitting experience, but also redesign and design the entire garment industry in the future.

For the traditional clothing brand enterprises falling into the decline of profits, the upgrading of traditional clothing products and creative intelligent technology will change the consumers' impression of the brand and trigger the desire to buy.

They can explore ways of pformation through independent research and development, or cooperation with technology start-ups.

China's traditional clothing brand Qipai men's wear has released two smart jackets.

This smart jacket sets the number of steps, controls music, remotely photographed and lost reminders. The selling points are technology fabrics, accessories, multi-functional design, cool intelligence, and business travel APP, trying to meet the clothing needs of business travelers.

"The introduction of new products to meet the needs of business travelers in many scenes can also be instantly pformed into convenient single shoulder bags."

Hong Zhaoshe, chairman of Qipai, said that the jacket incorporates many of the latest research and development achievements, including removable clothing cap, shading blindfold and instantaneous inflatable pillow.

Relying on smart jackets, Qipai is also integrated with a smart bracelet. The bracelet is designed with detachable intelligent modules and sleeves independent intelligent cabin. It can not only choose to wear independently, but also can be put into clothes. It has the functions of life track record, music control, remote control photography, information wake-up call, sedentary reminder, loss reminder, sleep monitoring, morning wake-up and so on. It can be seen that Qipai and foreign smart clothes focus on sports and health, and it focuses more on the intelligence of life scenes, and makes people's lives smarter and more convenient through smart clothing.

In the view of Hongzhao, this is the beginning of Qipai's comprehensive march into the field of intelligent fashion.

"Technology is changing everyone's life. With the development of data and intelligence and its wide application in life, the direction of future development of smart clothing leadership is inevitable."

He believes that the seven cards must seize the initiative and take the initiative, with innovative thinking, innovative design and innovative mode in this new field of action.

It is reported that Qipai has started to create an intelligent fashion laboratory, assembled a group of top designers and intelligent equipment suppliers, based on many years of clothing design precipitation, to create "smart, good wear, good function, intelligent, good technology" smart clothing.

Analysis of the industry, Qipai cross boundary smart clothing field will not only add strength to the whole fashion industry chain, but also will have a great impact on the traditional garment industry.

Compared to those newly established hardware and technology manufacturers, these traditional clothing brand enterprises have massive and loyal user fans, rich multi brand market operation experience and distribution channels are relatively mature, regardless of dissemination intensity, or penetration ability is much larger.

For new start-ups, although there is no technology accumulation of technology companies for many years, and no advantage of traditional clothing enterprises in market operation and distribution channels, they can find their own position in the market by cutting the needs of people in the field.

For today's consumers, it is no longer the bridge section of science fiction movies with a personalized running feature that combines moisture absorption and sweat perspiration, local protection, ergonomics, safe night running, fashion cool, environmental technology, ice feeling experience, data analysis and GPS positioning.

Tengfei technology from Jiangsu has a number of core patent technologies, including the patented technology of stretch, LiMax technology, smart wearable technology, bionic honeycomb patent, Yi Ola technology patent, and no trace die technology.

These core technologies have been applied to sports clothing. The waist, foot and trouser legs of body-building pants are strong and resilient.

Body-building sports tights can be used to stretch fabric in the front, back, buttocks and other parts, stabilize the muscles without shaking, slow down, compress muscles, strengthen blood flow and promote metabolism.

According to Chen Jingwei, general manager of Tengfei science and technology sports department, apart from the sports series, Tengfei technology smart clothing and medical rehabilitation testing series.

The BodyPlus product system introduced by Tengfei technology includes the application of electrocardiogram intelligence and electromyography intelligence.

In the future, we will also develop personal data recording, medical monitoring and pformation, precision movement, private movement housekeeper, and life time delay guarding functions to meet more individual needs of consumers.

Zhejiang's odd wing technology focuses on special groups working at high temperatures.

Its intelligent refrigeration suit can be connected by APP and smart clothing to realize remote and cloud control of clothing.

After experiencing refrigerating costumes, the ground crew of Eastern Airlines strongly requested airlines to purchase.

In only two weeks, Qi Yi Technology sold refrigerant clothing to Eastern Airlines.

Since then, Qi Yi technology has contacted the government officials of Dubai in the United Arab Emirates through overseas sales personnel, opened the market in the Arabia area, and let the refrigerant clothing enter the public servants group in Dubai.

Although the huge prospect of smart clothing has been favored by the industry, there are also some enterprises in the market. But for now, there are still many "pain spots" restricting the smart clothing industry.

At home and abroad, including love, pea, Anta, NIKE, ADIDAS, LINING and so on, they all have smart wearable products. But at present, they are mostly tasted. This is also the current situation of the smart clothing industry.

Although these traditional clothing enterprises are conscious of increasing intelligence elements, they have no practical direction.

And because of the brand influence, limited user groups, lack of channels and other factors, it is difficult for technology enterprises to get sales volume.

However, the most important problem is that the smart clothing industry has just started, whether it is technology or products are not mature.

These functions alone are not enough to impress consumers.

Moreover, even in the most widely used field of sports health monitoring, smart clothing performance is also poor, because it involves the restriction of biometric sensors close to the skin, and the displacement measurement caused by running is not accurate and comfort is also affecting the user experience of smart clothing.

In addition, this kind of

It must be cleaned regularly, but whether it is sensors or batteries, the precision of these precision equipment attached to soft clothing is really worrisome.

At the same time, the traditional garment processing process has been very mature, and subsequent matching is also a problem.

In addition, the high price of smart clothing is also a major obstacle to market development.

Take the smart thermostat clothing launched by Chi sang technology as an example, the price is 1000 yuan, and accessory accessories are also expensive.

And smart clothing needs to really enter the mass market, the first prerequisite is that the price must be cheap enough.

In this way, intelligence

There is still a long way to go for development.

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