2019 China Textile Innovation Annual Innovation Forum To Explore New Consumption Era

On the 5-6 day of December, the fourth China Federation of Textile Industry Sixth Executive Directors enlarged meeting, 2019 China Textile Innovation annual meeting, 2019 national textile industry cluster review work summing up conference, and eighth national textile industry management innovation achievements promotion conference were held in Beijing National Convention Center.

After 70 years of great historical changes, China's textile industry has become an important supplier to maintain the national economy and people's livelihood and support the global market operation. The development of technology at full speed has led to the all dimensional transformation of the industry and the subversive change of the market outlook. It has also driven the arrival of the new economy and the new consumption era. Consumption has been the first driving force for China's economic growth for five consecutive years. How to see the market opportunities, interpret new consumerism and integrate into the new consumption ecology, and explore the potential commercial draught and value growth point in the integration of digital economy and real economy, are the problems and efforts that the industry needs to think about in order to resist the pressure of economic downside risks and meet the new expectations of people's better life.

The innovation forum of China Textile Innovation annual meeting, held in December 6th, focuses on the two themes of "insight into the growth of demand and value" and grasps the demand and supply innovation. From the perspectives of innovation and management practices, demand side and supply side, industry chain and supply chain, innovation and foresight, the forum has made a deep analysis of the new trend, new trend, new business opportunities and new growth in the new consumption era. The conference is sponsored by China Textile Industry Federation, and is hosted by China Textile Information Center and national textile product development center, COLORO. Gamma The United States, Cotton Corp, Beijing Textile Inspection Co., Ltd., Tai Chi Shi Limited by Share Ltd and Zhejiang Yuhua Holding Group Co., Ltd.

Qiao Yanjin, director of Productivity Promotion Department of China Textile Industry Federation, director of China Textile Information Center, Li Binhong, director of national textile product development center, Yan Yan, director of social responsibility Office of China Textile Industry Federation, Li Bo, deputy director of China Textile Information Center, Xie Fangming, full-time vice chairman of China Fashion Designers Association, Ma Mingyuan, President of Chongqing Textile Industry Federation. Han Ping, President of Jiangsu Textile Industry Association, Wang Chong, President of Liaoning textile and Garment Association, deputy director of Jiangsu Wujiang high tech Zone Management Committee, Zhang Jianhua, director of China Oriental Silk Market Management Committee, and other leaders attended the meeting. Li Bo presided over the meeting.

Seeking change and seeking novelty

In his speech, Qiao Yanjin pointed out three ways and paths to achieve "new supply, new demand and new growth" with three key words: "quality, brand and value".

First, change the quality and enhance the new supply. The demand for high-quality products and the continuous release of increasingly diversified service demand urgently require enterprises to improve the quality of the supply system of products and services, fill the "quality gap" from the three dimensions of "technology, fashion and green", enhance product innovation and creative design with market oriented demand, and smooth channels and improve layout to provide quality supply. Two, we need to differentiate between brands and stimulate new demand. We should enhance the ability of "changing" with the idea of "seeking difference", enhance the ability of digital operation, better understand the needs, meet the needs, lead the needs and drive demand, make the products more intelligent and vivid, experience more respect for perception, and focus more on human nature, constantly expand the boundaries and possibilities of consumption, and create new increments. The three is to seek new growth with value and promote new growth. Enterprises should rely on high technology empowerment, high content sublimation and high self discipline, and strive to improve the product's functional value points, fashion creative points, emotional resonance points, and even to the true, the best, and the beautiful brand value, and strive to break through bottlenecks and barriers, and create new transformation and growth.

Insight into demand: exploring new market space in changing circumstances

Yan Bo, deputy director of the China Textile Information Center's industrial economics research office, delivered a speech entitled "exploring new market space in changing circumstances" at the meeting. He pointed out that at present, the world is undergoing a change of a hundred years. The technology of removing old cloth has accelerated the evolution of industrial ecology. Driven by the new technological revolution, the paradigm of global production and lifestyle, innovation and development is changing to the direction of digitalization, quality, greening and integration. The industrial structure, market structure and interest pattern under the original system are being rewritten, and the international market is showing new characteristics. "The textile industry is an eternal industry." Yan Bo pointed out that the huge domestic demand market has provided strong support for the development of the industry in the cold winter of the world economy, the profound adjustment of the environment and the downward pressure on the industry. RCEP, cross-border electricity providers, sunken market, IP operation, sustainable development, market stratification and refinement, entertainment economy and cultural confidence will be important factors to create new space for industry growth. In his view, it is worth considering the need to embody the empathy of the consumer, to take the science as the core, and the patriotism with the overall importance to deal with the relationship between the product and the people, the relationship between innovation and the market and the relationship between the enterprise and the state. In the age of change, a new and complete technological system is needed, rather than a one-way technology that can accomplish a great mission. The existing technology system can not accommodate the development of new technologies, and the future is beyond imagination. Yan Bo talks.

Lin Bei, deputy director of the Asia Pacific Supply Chain Marketing Department of Cotton Corp, delivered a speech on the theme of "cotton environmental protection fashion". He pointed out that with the aggravation of the pollution of plastic microparticles, it has aroused widespread concern in the whole society, and the microfiber produced by washing cotton products can be completely degraded, which is the first choice for environmental protection. Faced with the pressure of life, consumers increasingly hope that the clothes they wear can make them feel comfortable and happy. Cotton is famous for its natural comfort, moisture absorption, sweat and air permeability. More than 80% of Chinese consumers think cotton is the most comfortable and softest high-quality fiber, and 76% of consumers usually wear cotton or cotton blended fabrics. In addition, Z generation consumers prefer shopping in physical stores. Therefore, cotton products should enhance their personalization and comfort to meet consumer demands. In addition, children's wear market is growing rapidly, and sales will reach US $187 billion to 2023. China has become the largest children's wear market in the world, and retail sales will grow 63% in the next 5 years to 51 billion 600 million US dollars. He believes that because parents prefer buying cotton or cotton clothing, there will be great potential for cotton children's clothing and sportswear in the future.

Cao Xiaowen, the creative director of China Textile Information Center, has used a Hermes advertisement to give audience experience to a rising trend of consumption in his speech on the new potential energy in the post consumption era. Data show that the growth of luxury goods sales in 2018 almost all came from the Z generation, and by 2020, the Z generation will account for 40% of the global consumers. In response, Cao Xiaowen said that the growth of consumer demand and the new consumer groups have brought strong confidence to the market. The brand can cope with the needs of the new generation of consumer groups from three aspects: the post luxury era, the digital aborigines and the aesthetic circle. First of all, the consumption concept in the post luxury age regards luxury as value rather than absolute price. For the brand with high price and high value, the product life cycle needs to be extended in product development, and the single function of the product can be combined into the combination function, and the comfort of the product can be improved to satisfy the application of mainstream scenes such as commuter, outdoor, business travel and daily leisure. Secondly, in the post consumption era, the brand should replace the product quickly, maintain the value for money, shorten the product development cycle, and make use of the demand of consumer data mining for product innovation. Thirdly, with the coming of fragmentation era, the diversity of value orientation makes new consumer groups tend to buy the core category of KOL's recommended head brand. National tide, environmental protection, hard core technology and so on are all active new products. Brand product development needs to become a social currency of consumer groups, satisfying their identity and belonging.

Value growth: one step ahead to explore new market outlet

Wang Hongzhi, director of the scientific research department of Donghua University, introduces the research background, frontiers, research progress and future prospects of intelligent textiles, taking the development and Prospect of smart textiles as an example. He said that at present, smart clothing is mostly in the one or two stage of adding smart electronic devices to clothing and embedding intelligent electronic devices into clothing. In the future, it is expected that clothing itself will become an intelligent electronic device. At present, countries such as Europe, America, Japan and Germany are speeding up the fiber revolution. China is also accelerating its layout, especially high-tech enterprises. Among them, Shenzhen has become the largest R & D and production base of intelligent wearable devices in China. It has produced about 80% of the wearable products around the world, and has a complete industrial chain from sensors, flexible originals, terminal devices and interactive solutions. In the future, the market potential of smart textiles is huge. It is estimated that by 2024, the market scale of China's intelligent clothing industry will reach 299 billion 500 million yuan. He stressed that smart discoloration, intelligent deformation, intelligent sensing and energy conversion and storage will become the focus of intelligent textile research and development in the future. In the face of problems such as the lack of upstream material, the lack of logical feedback function, the lack of integration of algorithm and the lack of integrated system, the future development of smart fiber, especially semiconductor logic fiber, should pay more attention to the unity of structure and function. The design of flexible logic circuits and the morphological structure design of devices are strengthened.

From the perspective of brand demand, Li Hongli, creative director of Beijing Gray Fashion Technology Co., Ltd., introduced the development status and future trend of high-end business men's clothing industry at home and abroad from the perspective of brand demand. He said that despite the current economic downturn at home and abroad, the consumption of high-end brands is still hot. The international giants have increased investment and layout in the domestic market. The millennial generation is becoming a new force in consumption. At present, the main consumer group of high-end business men's clothing in China is the gold collar with an annual income of more than 500 thousand. He took the design, research, production and sales of GORNIA brand as an example to share with him on how to better cater to the market and enhance the competitiveness of the high-end men's clothing. He pointed out that the brand positioning is clear, there are clear main categories and strong advantages in the same field, brand aging, high quality raw materials and the use of natural materials, comfort and other factors are the key to high-end men's clothing brand to win market recognition. He stressed that with the upgrading of consumption and the enhancement of personal appeal, enterprises must accurately grasp consumer demand, accurately locate, integrate supply chain resources, and focus on the pursuit of product quality and comfort, so as to adapt to the future and lead consumption. In the future, the market potential of domestic brand customization is huge, and the development of high-end brands will usher in new opportunities.

Feng Zhaoyan, general manager of Beijing textile Certification Co., Ltd., shared the theme of "always taking the lead: OEKO-TEX led green supply chain". Feng Zhaoyan said at the meeting that TESTEX, based in Zurich, Switzerland, is the official representative of OEKO-TEX in China. STeP by OEKO-TEX OEKO-TEX takes a comprehensive and credible analysis of the sustainability of production plants in terms of chemical management, social responsibility, quality management, environmental performance, environmental management, health and safety. The certification system can enhance the management efficiency and reduce the certification cost at the entire supply chain level. By the end of November 2019, a total of 372 enterprises in the world had passed STeP by OEKO-TEX certification, and the number of certificated enterprises in China ranked first in the world. The OEKO-TEX standard covers the whole chain management of input, production and output. The latest phase of the standard will be introduced to the market in January 2020. She said that in the future, OEKO-TEX hopes to incorporate LCA into the STeP certification system, so as to better improve the sustainable goals for the end consumers. Big data, Internet of things and Internet + will effectively enhance the management efficiency. The breakpoints and business pain points of the supply chain side and the market side will be connected and opened one by one.

Refresh the growth advantage of big change times

At the meeting, Li Binhong summed up the four dimensions of "product development, brand renovation, technological renovation and organizational renewal" based on the "growth advantage of the great change era", and expounded how enterprises face the economic environment full of uncertainty and various possibilities, changes in consumption and technological progress, and achieve systematic growth.

Product refresh. On the one hand, it takes consumer demand as the guidance, situational drive, interaction as the center, and trust as the link to design product elements to satisfy consumers' Multi-dimensional consumption, emotional experience and value trust. On the other hand, based on financial success, a product "Pyramid" structural system based on Market Research and fashion trend analysis is established to identify demand, create services, and build sustainable and differentiated competitive advantages.

Brand refresh. Consumers not only consume the products of enterprises, but also concern about the goals and values of enterprises. Enterprises can create business opportunities through social responsibility actions, improve business level and ensure risk management. From the emphasis on products to the emphasis on lifestyle consumption values, enterprises can create new market competitiveness.

Technology refresh. According to the needs of product development planning, enterprises should analyze and summarize the common technical elements in the process of product development, establish a technical platform, ensure fast and easy access to product development resource allocation, and combine with new materials, new technologies, new processes and customer differentiated product requirements, effectively reduce R & D costs and shorten the R & D cycle. At the same time, with the rapid development of information technology, intelligent manufacturing, intelligent design and intelligent decision-making are gradually integrated into the core productivity of enterprises.

Organizational refresh. In the era of Internet Interconnection, enterprises need to improve labor efficiency from division of labor, decentralization of power, efficiency of organization, efficiency of profit sharing, pursuit of synergy of maximum efficiency of system integration, reconstruction of organizational structure within flexible symbiosis and external synergy integration, establishment of a symbiotic mode of intersubjectivity, sharing of trust in data resources, and Realization of value creation and value of all subjects. Evaluation and value distribution can achieve sustainable symbiosis in the era of great change.