Building Brand Digital Ecology, 2019 China Textile And Clothing Brand Conference Sparkling Pu Yuan

At present, the wave of technological innovation represented by information technology, big data, artificial intelligence and 5G is sweeping the whole world. A new round of technological revolution and industrial transformation are deeply affecting the development and transformation of global fashion industry and transformation and upgrading. Digitalization and informatization become the important direction of brand transformation. Brand needs to rethink how to build the digital ecology of the whole industry chain from production to marketing. In November 22nd, the 2019 China Textile and clothing brand conference focused on this hot topic. Invited more than 500 people from government departments, industry associations, leading brand representatives, business leaders and experts and scholars gathered in Zhejiang Puyuan to explore brand building under the digital economy.

This conference is hosted by the China Textile Industry Federation, the Tongxiang Municipal People's government, the brand Work Office of the China Textile Industry Federation, the Tongxiang Pu Yuan Knitting Industrial Park Management Committee, and the Pu Yuan Town People's government.

Zong Ruilong, chairman of China Textile Industry Federation, Yang Zhaohua, vice chairman of China Textile Industry Federation, He Yanli, vice chairman of China Textile Fiber Industry Association, vice chairman of China Textile Information Center, vice chairman of the China Textile Industry Association, assistant director of the Circulation Association of China Textile Industry Association, director of the Institute of industrial economics of China Garment Association, Professor of Art Institute of Donghua University, director of Shanghai fashion capital promotion center, deputy director of the China Fashion Association strategic promotion committee; Zhejiang provincial development and Reform Commission, deputy inspector of industry department, member of Tongxiang Municipal Committee, Party member of municipal government, Party Secretary of Pu Yuan Town, director of the Management Committee of Pu Industrial Knitting Industrial Park, and other guests attended the conference. Wang Dong, inspector of Industry Development Department of the State Development and Reform Commission, Deputy Department of textiles, Department of consumer goods industry, Ministry of industry and information technology

Qu Fei, deputy director of the China Textile Industry Federation's brand work office, chaired.

Ecological adjustment and development logic

Digital transformation is not a single brand, but a need to build an ecosystem. Embrace digital transformation, and focus on embracing the ecosystem of digital transformation. The most important thing to build an ecosystem is openness, sharing of resources, capabilities, technology, and advanced experience. At the same time, the industry chain can collaborate and gain value. Moreover, continuous iteration and updating will enable the whole ecosystem to achieve sustainable development.

Zhu Weiqiang, member of the Standing Committee of the Tongxiang Municipal Committee of Zhejiang and the Party member of the municipal government, said in his address that Tongxiang has 6 famous Chinese textile industry towns, especially Pu Yuan as a "famous Chinese sweater town". Now it has become the largest industrial scale and the highest industrial cluster in China, and the most important sweater industry gathering center and production base. The textile industry is a pillar industry, a prosperous industry and a dominant industry in Tongxiang. Tongxiang is also a permanent venue for the world Internet Conference. The digital economy is booming and e-commerce is in the ascendant. Cross industry development has become a trend under the joint promotion of industrial digitalization and digital industrialization, and I believe there will be deep integration in the future.

Wang Dong, inspector of the Department of industry development of the national development and Reform Commission, made clear demands on the focal point of the next industry brand work from the three dimensions of "technology, fashion and green" in his speech, and made efforts to create a smart, creative and responsible brand of Chinese textile and clothing.

Sun Ruizhe, President of the China Textile Industry Federation, said in his speech that the whole textile and garment industry is undergoing a trend adjustment, and the development logic of the brand has changed. Artificial intelligence, 5G, block chain and other technologies accelerate the landing in the industry, and the production mode, operation process and organizational structure of enterprises are more flexible, lean and collaborative. The development of intelligent manufacturing industry is developing in depth, and more transparent and efficient supply chain relationship has been formed. Mode innovation is fast iterative, new entry, new interface and new market emerge one after another. Under the digital ecology, the formation of "network effect" and "scale effect" becomes more rapid. The formation cycle of brand is shortened, and the speed of exit is accelerating. From platform brand to net red brand, brand mode is constantly enriched.

Sun Ruizhe put forward three expectations for brand building: first, to build a higher quality and more efficient supply system; the two is to build a higher level and more synergy cooperation system; the three is to build a higher value and more distinctive business model.

Yang Zhaohua, vice president of China Textile Industry Federation, released the "2019 China Textile and clothing brand development report" at the conference site. The report shows that in 2019, China's textile and clothing brands entered a new stage of accelerating the development of adjustment, innovation, quality and efficiency. As an important supporting role in stimulating domestic demand and promoting consumption, brand continues to enhance, and the environment for survival and development is constantly optimized. The national strategic position of brand building and the social status of independent brands have been further consolidated. Brand building brings obvious competitive advantages to the operation of enterprises. The survey showed that in the first half of the year, the average business income of the sample enterprises was 1 billion 470 million yuan, with a profit margin of 9.9%, which was significantly higher than that of the whole textile industry. It was mainly manifested in five aspects: strengthening innovation, paying attention to experience, cultural empowerment, strategic adjustment and regional coordination. "China's textile and clothing brands are showing a more pragmatic, active exploration, synergy and speed up the adjustment of innovation, and the national recognition has been significantly improved, and the international competitiveness has gradually increased."

Su Weiming, the Secretary of the Party committee of Pu Yuan town and the director of the Management Committee of the Pu Industrial Knitting Industrial Park, issued the "Pu Yuan fashion industry development report". "Sunrise 10000 silk, a huge town in Jiahe." As a "famous town of woolen sweater" in China, Pu Yuan, relying on its strong industrial foundation, is taking the fashion activities as its carrier, with the development path of "specialization, digitalization, fashion and internationalization", and aims to create "the first town of Chinese fashion" and build a "world-class fashion industry cluster" with high quality, and strive to build a core market area, a smart manufacturing industry zone, a fashion creative headquarters area and an ancient town tourist resort. In addition, Su Weiming received an exclusive interview with reporters during the conference. Brand building is also the focus of the current work of Pu Yuan, focusing on building its own brand, regional brand and terminal brand, and has launched a series of related planning and policies. The brand conference falls to Pu Yuan, and it also hopes to further enhance the influence of Pu's fashion through promoting brand building.

Accelerate the formation of creative design to promote the transformation and development of the textile and garment industry to develop new kinetic energy, and promote mass innovation and entrepreneurship. The China Textile Industry Federation's brand office is commissioned by the Ministry of consumer goods industry of the Ministry of industry and commerce, and has launched the pilot project of the national textile and garment industry creative design Park (platform) for 4 consecutive years. In 2019, fourth batch of creative design pilot parks (platforms) were evaluated, and the first batch of pilot parks (platforms) were reviewed. Zong Ruilong, deputy director of the textile department of the Department of consumer goods industry of the Ministry of industry and information technology, released the "list of textile and clothing creative design pilot parks (platforms)" (the fourth batch) and the list of the first batch of pilot parks (platforms) to be reviewed.

Digital economy, innovative brand thinking

With the coming of 5G era, all kinds of new technologies, such as interconnection, intelligent manufacturing and edge computing, will gradually infiltrate into the entire textile and garment industry. Through the interconnection of all kinds of things, it will bring a series of "chemical reactions" to the textile and garment industry. The theme of the conference entered the lecture session, and the speakers shared the digital brand building from the aspects of artificial intelligence, smart retailing, fans economy, brand equity and so on.

The speech session was presided over by Chen Guoqiang, director of the Institute of industrial economics of China Garment Association.

E-works CEO Huang Pei, deputy director of the intelligent manufacturing Specialized Committee of the Chinese Institute of artificial intelligence, shared the topic "the trend and practice of intelligent manufacturing application in textile and garment industry". He believed that intelligent manufacturing is a means rather than a goal for enterprises to enhance their competitiveness. They need to be integrated into the development strategy of enterprises, and all business departments cooperate with each other. At the same time, this is a very complex system engineering. Digital transformation is the foundation. It should cover the whole value chain of enterprises and involve many supporting technologies.

Wu Chunze, director of Tencent's intelligent retail strategy cooperation department, analyzed the Tencent's smart retail solution in detail through analyzing the layout, content and ecology of Tencent, and described a digitized intelligent retail scenario. The user Portrait System Based on Tencent big data can accurately classify customers, provide the corresponding products and services, build the whole chain of absorbing powder through the "private domain" + "public domain" three-dimensional contact points, and integrate Tencent's intelligent retail capability, and optimize every aspect of consumer experience.

The golden rule of vermicelli marketing is circle, emotional and sense of participation. Ding Ding, founder of FANCTORY, a founder of the fan workshop, analyzed the way to make consumers move from "flowing" to "leaving behind". This requires enterprises to make cognitive changes, organizational change, marketing strategies and strategies landing, and ultimately to achieve user oriented fans, fans channelization, channel community.

"Brand is assets, the same products, different brands, customer trust is different, the desire to buy is different." Liu Fengjun, a professor at Renmin University of China business school, shared the "brand equity and its value added". He believes that brand asset appreciation is a differentiated response to marketing activities caused by customer brand knowledge. Product quality is the life of brand, and product innovation is the foundation of brand sustainability. At the same time, brand building can not be spread. Continuous and reasonable investment in brand can keep brand image in the minds of consumers. In the era of Internet big data, brand operation should be done through data mining, customer portrait, precision marketing (innovation, dissemination, service, etc.), with short and fast channels, strong timeliness, low channel cost, and joint distribution channels under the online and offline channels. At the same time, he stressed that brand value added also needs to learn to protect brand assets from registration and other aspects.

Consumer scenario lean user operation

Compared with the past, the demand scenario of Chinese consumers showed an increase of magnitude. Under the influence of new technology, the use of technology such as AR/VR, smart speakers, and Internet of things under 5G environment is changing consumer habits in a comprehensive way. Consumers also have higher requirements for purchase channels and consumer spending scenarios. Faced with complex consumption scenarios, brand must stand in the perspective of the entire industry chain, from production to touch consumers, create an identifiable, traceable, analytical and interactive operation scenario, so that the supply chain can be digitalized.

Erdos Cashmere Group Deputy General Manager and ERDOS brand director Datana shared the "sustainable development of a Chinese brand" with the development of enterprises. The global ecological environment deteriorated and consumer attitudes changed. The world's major clothing brands began to attach importance to the sustainable development of the industry. For ERDOS, it will also build a sustainable development future. "High quality raw materials are the basis of quality products, green production processes are technological support for sustainable development, environmental logistics is the guarantee for sustainable development, and brand publicity is an important extension of sustainable development."

"To establish a sense of continuous trust, we need anchors to be a super guide for consumers, and an opinion leader with emotions and trust." Wang Dongxue, founder of Hangzhou Yun Xiang culture media Co., Ltd., shared the "monthly sales of 50 million, deciphering the new trend of the live broadcast of the electricity supplier". She said that Tmall double 11 that day, Taobao live broadcast brought nearly 20 billion transactions, more than 10 live rooms to guide billions of dollars, live with goods showing a strong explosive force. Good live broadcast is always three aspects: user thinking, user experience, content productivity and continuous trust.

Feng Yangsong, executive director of Tianma Yun Shang, shared the "fusion digital user asset operation". Based on the monitoring of APP of big data of Yi Guan Qian fan, he believes that the development of China's electricity supplier presents two trends: the weak growth in the field of electricity supplier has become a mature and traditional field, which means that occupying the user time is more important than snatching user / traffic; social elements represented by short videos (net red live goods) will be widely existed, which means that the network of occupying an emotional and social network is the upgrading direction. "How to enable customers to achieve high repurchase or retention? It is necessary to operate through digital user assets, that is, American style membership + Japanese style lean + Chinese style community." Feng Yangsong combined with six cases for detailed analysis.

After the end of the theme sharing, the organizers organized the participants to visit the 320 creative square of Pu Yuan. The project is an important part of Zhejiang Jiaxing sweater science and technology innovation service platform. It started construction in 2009, and has an area of about 15 thousand square meters. It has recruited more than 90 creative design institutes, attracting more than 350 professional and technical personnel from all over the country, and has been selected as the provincial level industrial strong county (city) provincial characteristic industrial design base. The platform actively provides "nanny service", "mentoring service" and "broker service" for the enterprises to be settled. The platform technology serves more than 1000 enterprises and effectively promotes the transformation and upgrading of the sweater industry.

Later, the famous brand artists of China joined hands with Bao Li, Eve, Li, Fifth Avenue and ANNBOOcollection of the famous local brands of Pu Yuan, and a fashion show with the theme of "needle, new, time, and art" opened the "night of Pu Yuan". By breaking through the fashion performance of traditional fashion, around the "building brand digital ecology", the knitting, fashion and art were seamlessly seamlessly linked, bringing a beautiful and shocking feast to the senses. From the three dimensions of technology, fashion and green, we can extract new concepts, elaborate new forms, give full play to the leading role of brands, and build "the source of world fashion".

Zhao Huizhou, art director of the Golden Summit Award designer, and Yi Hui Hui fashion group, said that the China's original design brand EACHWAY 2019 autumn winter China fish series will be unveiled at the 2019 China Textile and clothing brand conference. Inspired by ancient Chinese non heritage embroidery techniques, the concept of "fish" is used to interpret the significance of culture and inheritance. "The significance of inheritance to fashion sublimation. With the image of Chinese fish and the culture of non heritage embroidery, the contemporary independent women's new posture is interpreted. The spirit and culture that precipitate between the clothes and plait are the concrete expression of the female soul.

As an excellent local brand representative, the autumn dress has also brought the latest autumn and winter issue in 2019. Pan Xueping, director general of the comprehensive department, said that the product is the core competitiveness of brand development. Through such a stage, it is not only a chance to show itself in the autumn, but also an opportunity to learn from other excellent brands.