Technology And Culture Pay Equal Attention To Garment Enterprises To Explore Business Opportunities After The Outbreak

Urgent transfer of production to adjust business strategy, online and offline multi-channel marketing, and promote the application of intelligent wearable clothing...... Textile and garment enterprises played the role of "eighteen kinds of Wu Yi" in coping with the impact of the new crown pneumonia epidemic. With the steady progress of resumption of production and production, textile and garment enterprises are beginning to think about how to seize the development opportunities in the post epidemic era. The survey of industry direction and transformation carried out by China Apparel Association shows that garment enterprises are grasping the focus of industrial innovation and development from a number of angles.

Accurately grasp the needs of consumers

Contactless consumption and "home economy" are the most frequently mentioned work and consumption patterns during the epidemic. Under this background, the transformation of garment industry is also very obvious.

Xia Aizhen, chairman of Anhui red love industrial Limited by Share Ltd, said that after the outbreak, the national health industry will usher in explosive growth. Health and health will be the theme of people's future life. For the apparel industry, consumers will pay more attention to healthy and functional clothing products, which will greatly stimulate the explosive growth of healthy clothing industry, functional clothing industry and civil protective products.

Xu Kai, chairman of Jiangsu Egg Sky clothing technology company, believes that people will pay attention to simpler and healthier lifestyles and pay attention to cost performance. Therefore, enterprises should create cost-effective products, pay attention to the quality of single category, enhance the cultural attributes of products, enhance customer stickiness, do well online operation, integrate online and offline, and realize products online, service online and design online.

On the basis of product, a series of "combination boxing" such as brand promotion, new sales channel layout and customer service experience promotion is a topic that enterprises should think about. Li Jie, deputy director of Everbright Securities Research Institute, pointed out that China's clothing brands should learn from the experience of international brands, try to understand the new generation of consumption habits and preferences, and timely capture and layout new marketing channels to adapt to new consumerism. For example, in the form of video live broadcast, KOL and other sales forms, and when young consumers enjoy it, we should attach importance to and actively layout them, so that enterprises can keep up with the times and promote the brand younger.

Professor Han Yongsheng, Professor of management at the University of Chinese Academy of Sciences, stressed that enterprises should establish a consumer centered business management model, study the needs of consumers, develop and lead products that consumers need, and establish a hypothetical verification commodity management system.

Digital technology, the whole industry chain of empowerment clothing

"Highly integrated with the Internet and accelerating the integration of online and offline businesses has become the way for businesses and brands to go." Zhang Yunlan, President of Qingdao cool special intelligence Limited by Share Ltd, said that from the perspective of supply chain, the demand of flexible production, direct sourcing and contactless distribution will be promoted and landed rapidly under the support of block chain and 5G technology. From the perspective of channel dimension, after the outbreak, people's consumption concept will be changed greatly. More customer experience will be transferred to online. The application of virtual fitting and remote online volume measurement will be realized by the development of AI and VR technology.

During the epidemic period, data intelligent applications based on digital technology extended to supply chain, manufacturing, R & D and other links, and promoted the upgrading of digitalization and intellectualization of China's garment industry. "After this epidemic, the garment industry is speeding up, and the development of digitalized technology empowering enterprises is very important." Han Yongsheng said.

Qiu Qiong, vice president of the China International Electronic Commerce Center Research Institute, believes that traditional industries should be "on-line" and Internet companies should be "offline". Textile and garment enterprises should rely on the digital empowerment of the main business platform, and create a digital cloud service platform suitable for the garment industry for all industrial links and business scenarios. Enterprises should open up information barriers on the whole industrial chain from design, purchase, production, sales, etc., and cultivate digital service industry that is oriented to the whole industry, with distinct characteristics and complete functions.

"In the era of big data intelligence, clothing will highlight the sense of fashion and technology, and realize the overall upgrading of the garment industry through new technology innovation and application." Zhu Weiming, vice president of the International Education Institute of Zhejiang Sci-Tech University and Secretary General of Zhejiang fashion industry association, said that the technological progress of the industry mainly includes two aspects: the innovation of clothing materials and the innovation of clothing manufacturing. First, the application of new materials in the clothing industry will promote the high quality of products. Two, high technology will penetrate the clothing industry, and some intelligent machines will replace manual labor. 5G, 3D printing, laser digital cutting, robotics, automatic sewing will be gradually applied in the garment industry, and promote the transformation of garment industry from labor-intensive to labor and technology mix.

Zhao Weiguo, a professor at the school of clothing at Zhejiang Sci-Tech University, thinks that in the near future, the application of numbers and intelligence will determine the growth and appearance of the brand, make the brand more "affinity", and have the "Empathy" to understand the customers, and will also decide the affinity and loyalty between the brand and the users.

Brand culture leveraging industry revitalization

With the constant improvement of residents' income, the attributes of "required" products of clothing are decreasing, and the optional attributes are being strengthened. On the basic function of its shelter and warmth, clothing is endowed with more spiritual connotation. For young consumers pursuing individuality and differentiation, clothing has become an important external manifestation of their communication thoughts and lifestyles.

"The content from the heart will move people, and unity of knowing and doing is a very important practice of clothing industry culture." Gao Min, President of Han Bo International Group Co., Ltd., said that moving people is not only the product itself, but also the values and ideas behind it.

Because of the rise of the new generation of consumers, clothing culture and user value have gradually become the mainstream. Zhao Weiguo believes that, driven by the new demand relationship, the youth, self-confidence, vitality and vigor of industrial culture have formed a clear stream and constructed a new trend of fashion culture. Traditional, classic, retro, reengineering, grafting, crossover and other young people's favorite ways to build new phenomena and categories of millennium bug, cyberpunk, steam wave and so on, provide different choices for the brand's multiple coexistence. "Cultural confidence, exclusive ego and self driven brand culture are releasing strength in the younger generation, which will drive the future brand culture to recognize the consensus and make it more dynamic, more vitality and more diverse. This will be a cultural lever for the revitalization of industry."

It is imperative to enhance the connotation of clothing culture. Zhu Weiming put forward 5 suggestions: first, to build a regional museum of clothing and clothing, to integrate local fashion DNA into clothing brands through the refinement, inheritance and innovation of clothing culture in the region; two, to carry forward the historical value of traditional intangible cultural heritage, and to cross the border through modern designers and modern technology to achieve the inheritance and innovation of traditional culture; The three is to build a fashion culture system with Chinese characteristics, to create a fashion discourse power and designer evaluation system with its own system; four, to conduct regional guidance for fashion week around the country, and to plan according to the characteristics of the region's humanities, economy and culture. The five is to encourage young designers to emerge. Fashion (Fashion) industry needs to be innovative rather than conservative. The laws of fashion industry come from the waves behind the waves.