The conference is sponsored by the China Textile Industry Federation, the China Textile Information Center and the national textile product development center, and is jointly organized by COLORO, Cotton Corp, Beijing Textile Inspection Co., Ltd., Taiji stone Limited by Share Ltd and Zhejiang Yuhua Holding Group Co., Ltd.

Cao Xiaowen, creative director of China Textile Information Center At the meeting, we made a keynote speech on the new potential energy in the post consumption era, and explored how to tap the new potential energy market from the mainstream consumer groups.

Cao Xiaowen pointed out that the mainstream consumer group composed of the X generation, the millennial generation and the Z generation is the source of the new potential energy in the future.

X generation after 60 and 70

Under the background of the economic slowdown, the consumption desire of 60/70 generation X is weaker, and it advocates reducing purchases. Under such circumstances, we need to create new models to stimulate consumption growth.

The millennial generation after 80 and 90

The millennial generation is the main force in the current consumption. It is necessary to further dig and create new needs of finer grained particles to promote the growth of consumption potential.

Z generation after 95 and 00

The Z generation, formed after 95 and 00, is the master of future consumption. Bain and Bain and Altagamma released a report this year that the Z generation promoted 85% of the luxury market growth in 2017, and almost all the growth in 2018. Therefore, this is a group that needs our attention and quick layout. The world is ours, and the world will be their own. They have a strong population base. In 2019, the Z generation surpassed the millennial generation to become the largest number of generations. By 2020, the proportion of Z generation to global consumers will reach 40%. They have strong consumption power and accumulate strong potential energy consumption. Once this potential energy breaks out, the trend of future consumption will be affected.

In the face of the new huge market demand and new consumer groups, we should pay attention to the following three aspects:

01 post luxury Era

What is the definition of luxury?

For fathers, luxury is the price. In the past, luxury was spent on marriage, new year's Eve and family portrait.

For the new potential group, luxury is equal to value. The latest video from Hermes allows people wearing suits to go from T to ski resorts, taking an alternative ski show. This is Hermes's discussion of another dressing scene about suits, which is the consumption concept of the post luxury era. Luxury = value, not absolute price. Luxury represents day-to-day, multi scene and comfort.

There is a very interesting thing. This year's Oxford Dictionary of English has adjusted the definition of luxury, from "through the great expense to the elegance and comfort", to "beyond expectation of comfort and satisfaction, so as to achieve emotional and psychological pleasure."

There are two key words, "beyond expectations", that is, reasonable cost performance. "Emotional pleasure" is to consume oneself.

To this end, the new generation of consumers has created a new formula: The CPM value of merchandise = the total price of goods. The lower the CPM value of goods is, the stronger consumers purchase intention, and the more goods are worth buying.

In the face of the higher order demand driven by the X generation and the millennial generation that advocated the "reduction of purchase" and the Z generation known as the stealth rich (Statistics of the National Bureau of statistics July 2018), the monthly disposable income of the residents in the first half of 2018 was 2344 yuan, while that of the Z generation month was 3501 yuan. We need to increase the price of the goods and the quality of the goods so as to stimulate the growth of the whole consumption. Under such a consumption background, we will see a lot of high-end brand transformation, the use of high-end fiber has greatly improved, for example, the brand will use cashmere, silk and other ingredients in the fabric of down jacket.

At the same time that the price is raised, if the CPM value of goods is not changed, it is necessary to extend the life cycle of products, produce some weak popularity products, or improve the comfort of products, and create more rational use of mainstream scenarios, so as to reduce the CPM value of goods.

As a result, a lot of brands start to locate the basic product series to extend the life cycle of the product. This is a way, but it will also encounter a problem, and we will fall into the price competition. There is a very good network brand called Hanfu house, their management said in an interview: "Our T-shirts can only be priced from 58 yuan to 78 yuan. Why? Because 78 yuan encountered UNIQLO, 98 yuan encountered Zara, our products can not sell, consumers do not recognize us. "

In fact, this is a very typical case, because they are a brand that maximizes the flow of consumers, rather than a brand that occupies the minds of consumers.

Besides, we should also consider the transformation of scenes, such as commuting, beach, mountaineering, business travel, daily recreation, sports and even skiing. This requires us to consider more scenarios in product development, and at the same time, the functionality is also changing from a single to a combined function. These are our ideas for developing products with high price and high value.

In the current market, there is still another very broad space, that is, products of low price and high value.

For the millennial generation, we need to constantly create new demand to stimulate consumption, and the rapid migration of Z interest and diverse values require us to quickly replace products and reduce the life cycle of products. In order to ensure that the CPM value is unchanged or reduced, we must maintain a relatively low price and maintain cost-effective performance.

02 digital aborigines

This brings the new consumption brand era, that is, the rise of China's Internet brand and the DTC brand of the United States. From the traditional brand era, from the brand to the agent, to the media, and to the consumers, the long chain is shortened to the direct interaction between the brand and the consumers, and the product innovation is made use of the demand of consumer data mining. The rise of these new consumer brands has brought us 3~4 billion scale market.

For example, there is a myth brand in the cosmetic industry called perfect diary. It rolled out the beauty brand of Lancome and other head, and quickly occupied the market this year. The success of a perfect diary depends on vertical optimization of supply chain besides product content. In the past, small brands were looking for small factories, and after growing up, they were replaced by big factories. But this is changing. For example, the perfect diary of the OEM factory is the largest Chinese cosmetics factory, before lipstick as an example, the quantity is a color of 20 thousand. Last year it put forward the slogan of "500 things to do" in order to invest in the future when we could not identify which gem or glass is, and seize the potential small customers as early as possible.

But this is a time when innovation is much faster than demand. With 2017 as the turning point, the supply of new products in 2018 is about 50000000. This test is not only a supply chain, flexible quick response, product innovation capability, but also a precise positioning, accurate R & D, precision marketing capabilities.

This is a system era. Designing the system logic of product development is more important than designing the product itself.

1) product innovation system

How to make good use of the Pyramid system for new product research and development?

First of all, sales volume products, the largest proportion of the Pyramid system, the need to consider is to broaden the use of scenarios. For example, MAXMARA's new season products have added two kinds of use scenarios to traditional windbreaker jackets, namely, home furnishings and beach clothes, and added sunscreen functions to improve sales volume by widening the use scenarios.

The second one is competitive / profitable products. In the middle tier of Pyramid, we need to refine consumer demand and discover new demand to achieve growth. In the past few years, Ttiumph's core competitive item is steel free underwear. In recent years, lightweight steel rim underwear has been launched. Around the current consumer craze for probiotic products, we can see that probiotic fabrics emerge as the times require.

The third is innovative products, which are on the top floor of Pyramid. Take knitwear as an example, KENZO, Lufeng textile and other brands will extend knitting to suits, jackets, shirts and other categories. On the basis of original demand, we can create new categories to achieve commercialized innovation.

2) product life cycle estimation

Product life cycle calculation determines what time to launch products.

From the popular import stage, growth stage, maturity stage to recession period, market share in different epidemic stages is different. Head brand, net red, fast fashion brand, middle class brand and sunken market show different demand for products in different fashion cycles. How to calculate the product life cycle and when to launch the product to what brand positioning it determines the composition, function and pricing of the product.

3) color emotion and location management system

The function of color is far more than we think. Color affects positioning and affects the texture and emotion people want to express. Therefore, we need help from a more scientific and systematic auxiliary research and development tool. For example, our system of color palace system can provide more accurate color schemes for different brands and different positioning products. At the same time, we can also provide more professional support or services for some new brands that are just starting up.

03 circles of aesthetic appreciation

The relationship between brand and consumer loyalty is eliminated, the group with irregular attention wandering, the rapid migration of interest, and multiple values, whether shopping or aesthetic style, the characteristics of stratification and community are very obvious. With the advent of the fragmentation era, the consumer demand model is changing. In the past, the ladder like demand model gradually collapsed, and the pluralism of value orientation made consumers jump across the layer to seek identity and belonging towards themselves.

These seemingly complicated group characteristics increase the difficulty of our product development and innovation. But at the same time, we see that all consumer demand actually stems from one attribute, that is, social attributes, and consumers exchange social currencies with consumer behavior. What we need to consider is whether our products or marketing can satisfy their basic functional needs, whether they can become their social currencies to satisfy their identity and belonging.

A brand as a form of authority will be dispelled. New potential groups do not have brand loyalty. They are more inclined to buy the core category of KOL recommended brand of the head. Therefore, brand view is very important to a brand's brand strength. If you can't become the first category, create a category that can become the first.

Lululemon is a familiar brand, and it is also a brand based on the rise of the circle culture. But few people know that lululemon has a sub brand Lab. At present, the Athleisure market tends to be saturated, the product line of lululemon is too single, and its price is higher than that of Under Armour, Nike and so on. Therefore, it faces severe challenges. This year, the company decided to accelerate the development of lab. Created a new category, positioning is "sports function fashion brand", so as to cut into the track.

At the same time, they have social attributes and domestic brands. Now is the domestic brand bonus period. Those brands that seem to have fallen into the bottom of the market but actually have a deep occupation of users' minds are the most powerful assets. The 20-29 year old group accounted for 67.52% of the population concerned about domestic goods.

When the local brand led the "national tide", "national wind" and "new national goods" and other contents to contribute new traffic to social media, many international brands rethink and adjust their market strategies in China to adapt to the development speed and innovation pattern of the Chinese market.

Environmental protection is also an important component of social attributes. The focus of consumers is how environmental protection can be presented in a more fashionable and creative way.

Hard core technology also brings its own social attributes. Besides shaping products with more high-tech content, it also pays attention to the corresponding marketing experience with a sense of technology. For example, CANADAGOOSE transforms the storefront into an extremely cold environment that allows consumers to experience the warmth of products.

Facing the new potential energy group, we can excavate the market space from three aspects.

First, understand the new consumption formula: The CPM value of merchandise = the total price of goods, the number of times used, flexibly design the Innovation Logic of the product through the relationship between the commodity price and the use scenario, and provide consumers with high added value and cost-effective products.

Second, in the digital age, the new consumer brand will generate 3-4 billion market space. Enterprises should seize the opportunity to use data mining and refining consumer demand, and create a scientific system management tool to quickly layout new markets.

。 In addition to meeting the basic functional requirements,