Innovating And Developing The Market Thirteen Of The Textile And Garment Market To Meet The New Consumption Era

Editor's note

In recent years, many challenges, such as new technologies, new industries, new consumption and new cities, especially the sudden outbreak of new crown pneumonia, have had a profound impact on the current and future development of the professional market. The development of textile and garment specialized market has entered the post epidemic era, and the professional market in various places is facing various difficulties. It is urgent to actively adapt to the new requirements, improve the new positioning and expand new functions. We need to play the wisdom and role of satisfying the needs of people's beautiful life.

In order to further promote the optimization and upgrading of textile and garment market, the China Textile union circulation association will jointly open up the textile and clothing weekly magazine. "Innovation and development market" column It aims at summarizing and refining the exploration practice, successful practices and valuable experience of the cluster market, promoting the core competitiveness and influence of the professional market, and contributing to the healthy development of the industry and the enhancement of international competitiveness.

Thirteen of innovation and development:

Textile and garment market to meet the new consumption era

With the innovation and practice of economic development, social progress and business civilization, consumer structure, consumption demand and consumption mode are gradually diversified and multi-layered. The two promote each other, and people's consumption concept and consumption behavior are becoming more mature. They gradually develop from flaunting consumption to self consumption, from symbol consumption to value consumption, and from consumer protection to consumption development. For the spiritual leisure consumption, from the focus on function development to the service experience, the new consumption era, which aims at satisfying the needs of people's beautiful life, is coming.

New trends in the new consumption era

The main consumer is rich. In recent years, with the deepening of economic development, social progress and cultural openness, China's consumer groups are constantly subdividing, and the original division standards such as age, gender and income level are being refined. From the age perspective, the young Z generation growing up after 95 and after 00 has gradually become a new force in the consumer market. From the regional perspective, the three or four line will sink and the new generation will become a new engine of growth. The silver haired generation, the millennial generation, the 1980s and the new wave of infants and young children brought by them are also important consumers.

The content of consumption is exquisite. The continuous subdivision of consumers is pushing the demand side to become more individualized, diversified and smaller. There are cultural consumption, healthy consumption, customized consumption, emotional consumption, credit consumption, consumption and information consumption. Consumers' recognition of local brands has improved, and brands such as chao chao brand and local designer brand have also gained a large number of loyal fans. In addition to traditional shopping centers and street brand stores, brand collection shops, factory outlets, niche boutiques, living houses, IP creative museums, import galleries, and superior products collection shops also usher in new development space, providing consumers with personalized and differentiated consumption experience.

Classification of consumption habits. China's consumer market is shifting from mass consumption to a new era of multi-level and diversified consumption. In view of the differentiation of consumers' age, sex, income level and regional characteristics, consumers in different consumption stages have different consumption concepts. Some consumers prefer high-quality, high-profile and light luxury goods, and are willing to pay for quality service experience. Some consumers no longer believe in advertisements, but also believe in word-of-mouth promotion. The cost is more rational; some consumers rely on the stimulation of social marketing, such as live broadcast and short video. There is impulsive consumption. Some consumers gradually choose to reduce the consumption of clothing and other non essential necessities, and to some extent, there is a phenomenon of consumer demotion.

Integration of consumption channels. With the growing maturity of online and offline convergence, the boundaries between online channels and physical channels have been blurred. Specialized offline channels such as professional markets, department stores and street shops have been actively creating new online consumption and offline experience models. Online channels such as Suning, Jingdong, vip.com and other online channels have experienced the operation and regression of entities experiencing shops. The emerging marketing methods based on the community form and the fans economy, such as content providers, community supermarkets, net live broadcast, brand sale, and single shopping, have been developing rapidly. More than 80% of consumers have made purchase decisions through all channels. Consumer purchase channels show a fragmented state.

New changes in post epidemic Era

Since the end of 2019, the new crown epidemic has swept the whole country and even the whole world. It has become the most difficult public health emergency since the founding of new China. It has affected all aspects of social economy and affected the hearts of millions of people. The epidemic has exposed some shortcomings in people's traditional lifestyle and habits, and prompted people to begin to reflect comprehensively. The new crown outbreak has broken people's routine habits such as travel, catering, shopping, tourism and so on, and has experienced a completely new way of life. Consumption concept, consumption options and consumption habits have created new and even revolutionary changes, which will inevitably lead to new developments. Consumer trends.

Pay more attention to the quality of goods and services. Quality is the basic guarantee for industrial safety and life safety. The outbreak of the new crown pneumonia will lead to a large number of price oriented consumers, increasing the concern about product quality and service quality. At the same time, it will further strengthen the original quality consumers' more demands for higher quality, and create new expectations and evaluation for shopping environment, commodity quality and professional services.

More attention should be paid to green and healthy consumption. In recent years, with the improvement of people's living standards and the occurrence of a series of safety incidents, people gradually have a deeper understanding and understanding of green, healthy lifestyles and consumption habits. The new crown pneumonia epidemic makes people put green health in a very important position, such as increasing demand for environmental protection fabrics and environmental protection products, and for improving physical needs. It will increase the consumption of sportswear brand. Because of the requirement of environmental protection, it hopes that the product packaging and distribution will be more green and environmental protection.

Expanding self-help and convenient consumption. Under the new crown epidemic, "non-contact" consumption has become popular. There will be more consumers in the future and tend to self-service consumption, such as self-service orders, self help settlement, self-help logistics, etc. Many enterprises are faced with the problem of "finding difficult people" and high labor costs, which also encourage enterprises to increase the application of intelligent equipment and the construction of experiential environment, and further guide consumers' self-help, convenience and intelligent consumption.

New directions for professional market upgrading

The specialized market and business operators of textile and clothing must actively adapt to the new challenges and new changes of consumption patterns in the consumption era, focus on the new needs of consumer groups, transform and upgrade, innovate and develop, reorganize production organization and circulation business mode, and realize the specialization, intelligence, precision and efficiency of supply chain channels.

Pay attention to the safety of business environment. The specialized market is a densely populated place; some professional markets still have problems such as sanitation and sanitation, goods occupying business, serious stacking of goods in shops, traffic flow, passenger flow, mixed freight traffic and fire safety hazards. With the advent of post epidemic era, consumers, purchasers, business operators and local government managers will set higher requirements for the safety management and environmental order of the professional market. Safety will remain the most important priority in the professional market, and safety management will be more stringent. The specialized market of textile and garment, especially the specialized market of small and medium-sized cities, must accelerate the upgrading of hardware, intensify efforts to optimize and beautify the management environment, establish and improve the safety management system standard, and effectively improve the level of safety management.

Accelerate the integration of online and offline. The specialized market of textile and clothing is more dependent on offline entities. The outbreak of the epidemic has a direct impact on it, forcing the specialized market to accelerate the layout of online channels. Since the opening of the "Pu" sweater market, Jin Rong's Textile City "Yun Shang Shang Shang Cheng", "saint's international fashion city" clothing Stewardship "," WeChat spike group "and Zhengzhou silver base square" silver Xiao Tao "have been launched. A number of online marketing services have been launched, including Yiwu International Small Commodity City, Changshu clothing city, Hangzhou Sijiqing market and so on. Broadcasting marketing also guides merchants to accelerate the layout of online channel sales. In the post epidemic era, the textile and garment market needs to continue to maintain solid channels under intensive cultivation. On the other hand, we must speed up the online layout, build a full channel marketing system, deepen online and offline integration, and truly build a new double line integration mode and new format of online sales and offline experience.

Speed up the construction of the smart market. The new crown pneumonia epidemic has made more market and business enterprises recognize the importance and urgency of increasing the wisdom of the professional market and building smart stores. In particular, the intelligent management system such as e-commerce application, intelligent logistics, intelligent parking, intelligent fire protection and so on will be constructed as soon as possible, and the rapid response capability of intelligent systems in major safety incidents will be improved without interruption. The consensus and common aspiration of government departments, professional market managers and business operators. After the opening of Guangzhou International Textile City and Pu Yuan woolen sweater market, in order to strengthen safety precautions, information technology applications have been intensified. The white horse clothing market in Guangzhou has developed a big data platform to realize real-time monitoring of passenger flow in the field. Through digitalized management of Internet technology, the number of people in the field and the number of people arriving in Hubei have been mastered. Start the passenger flow control measures. Behind the smart application is the enhancement of the professional market's more professional and more precise operation and management capabilities.

Strengthen platform alliance cooperation. When the new crown epidemic hits, the strong professional market and business households will have stronger ability to resist risks and adjust their contingency capacity. With the intensification of market competition, the Matthew effect between markets and businesses may become more obvious. For the traditional professional market and small and medium-sized businesses, it is to strengthen their platform construction and enhance value-added services capabilities, or to integrate into a larger cooperation platform, and to seek opportunities for symbiosis and win-win development in cooperation, which has become a topic of serious consideration for every market and merchant. For the leading professional market and high quality business operators with good development base, speeding up the integration of resources, establishing cooperative alliances, constantly optimizing and expanding circulation channels, and further enhancing the leading power and discourse power of the industry have become the proper and inevitable steps in the post epidemic era.

Under the epidemic situation, the specialized market of textile and apparel has taken emergency measures with the help of local governments, such as reducing the rent of merchants and accelerating the online sale. In the past, the professional market in various areas will still have a process of recovery and stabilization, and will be reformed. More importantly, the textile and garment market in all parts of the country must reexamine the original strategic layout, business structure, channel resources and factor inputs from the epidemic situation, further speculations on the location, function, role and future development trend and trend of the professional market; and actively build around the smart mall and the big data center of the industry, and establish a more compact and more precise supply chain alliance. Dynamic mechanism; focus on promoting platform economy as a link to carry out cooperation between small and medium-sized enterprises, and jointly build the risk prevention system of the industrial chain. In a new environment where change becomes normal and challenges become opportunities, the specialized market of textile and garment needs to think more carefully and deeply in the future. We expect that the new crown pneumonia epidemic will not only change consumer perception and decision making in the future, but also allow us to have a clearer and more firm decision on the path of optimizing and upgrading the professional market.