Pioneer Forum Of "China Textile Innovation Annual Conference · Design Summit": Hot Discussion On Value, Green And Digital

On July 17, the "2020 China Textile Innovation annual conference · Design Summit" was held in the multi-functional hall on the first floor of public service platform of Dalang fashion town. The big names from all walks of life gathered together to advocate the path and method to optimize the ecological system of China's fashion industry from the three dimensions of "new fashion, new design and new commerce". In the afternoon, the participants discussed the depth of "green industry development" and "digital competitiveness". The event is sponsored by China Textile Industry Federation and Shenzhen Longhua District People's government, and jointly undertaken by China Textile Information Center, China clothing association, national textile product development center and construction management center of Dalang fashion town in Longhua District, Shenzhen. Qi Mei, vice president of China Fashion Color Association and director of fashion Intelligence Department of China Textile Information Center, presided over the forum.

Value driving force: return of cultural confidence and improvement of consumption quality

With the rapid development of China's economy, the local culture shows its extraordinary value and significance at this stage. Culture endows design with not only profound details, but also the essence that makes local design unique in the world. As the excellent carrier of aesthetic spirit, fabric and clothing convey the cultural self-confidence which is empowering the product effectively. Under the background that China's young consumer groups are growing up and gradually leading the mainstream direction of market consumption, some domestic brands have won high recognition in the market with Chinese culture as the internal support of product value system. Therefore, the topic of "value driving force" discusses how enterprises and brands can achieve high-quality promotion of product value through cultural integration and quality upgrading.

"Brand culture innovation in the post epidemic era is essentially to design a strategy system of permutation, combination, adjustment and reinforcement according to the dynamic adaptation of its own cultural genes and external environment. On the one hand, it is more "the bottom level" that "the bottom layer" is "the bottom layer" and "the bottom layer" is "the bottom layer" and "the bottom layer" is "the bottom layer" and "the bottom layer" is "the bottom layer" and "the bottom layer" is "the bottom layer" and "the bottom layer" is the "mode of production" and "the bottom layer" is the "mode of production" and "the bottom layer" is the ". In the end, the brand culture with stability and innovation will become the inertia instinct and style of a brand. What's important is the combination of ideas and strategies, the adaptation of genes and the environment, and the integration of individuals and the times. " Wang Qingying, chief fashion researcher of China Textile Information Center and deputy editor in chief of textile and clothing fashion trend outlook, said in the speech "brand culture innovation and cultural confidence in the post epidemic era" driven by science and technology, intellectual culture is everywhere, skill aesthetics is consistent under style recognition, and consumption contact is as heavy as light under entertainment marketing. However, it is not an independent culture, but an independent culture. "We should not be afraid of low-end design, be good at using social media, and obtain consumer recognition through entertainment without violating business ethics." She concluded.

Yin Zhixian, a lifestyle researcher and senior media man, elaborated on his in-depth thinking on the value of Chinese aesthetics in his speech "productivity transformation of Chinese Aesthetics" (video). She believes that aesthetics has become a high-level productivity resource in China and even in the world in the next stage. Facing the new generation of consumer groups which are different from their parents and full of cultural confidence, and with the global market upgrading, the western culture has fallen into the bottleneck of design and innovation. Under the influence of the epidemic, the domestic demand market has become an important development space in the future. For the precious values of Chinese aesthetics, such as "the life view of the unity of man and nature, the world outlook of harmony supremacy, the value of reverence for nature and the value of cherishing material and strength", we should re-examine their significance and value in the contemporary era. At the same time, through the exploration of transforming Chinese aesthetics into current value, the Chinese aesthetic resources are refined and reconstructed. By the output of values, the output of aesthetic standards and the formulation of design standards, Chinese products are endowed with deep value.

Green Competitiveness: sustainable new fashion and design development paradigm

As a hot topic in the global fashion industry, the value concept of "sustainable development" has run through the whole industrial chain including production and processing, origin protection, workers' welfare, etc., and will continue to expand to a wider range of fields. The natural disasters caused by the deterioration of ecological environment and the crisis of human survival caused by it force every citizen of the earth to face this important issue urgently. In the foreseeable future, "green competitiveness" will become a high-quality engine to promote the high-energy development of the industry after advocating healthy, environmental protection and simple lifestyle. In this context, this topic mainly focuses on the current hottest sustainable fashion and design, discusses the sustainable development momentum of fashion industry and the design reform under the new situation.

In the speech "trend enlightenment: Psychology and behavior of green consumption", Hu Yueling, head of jeans and outerwear business of Lanjing group in Greater China, said that with the advent of the epidemic, Chinese consumers have shown more regional green consumption characteristics, and their attention to key words such as healthy life, environmental friendliness and national confidence has increased sharply. At the same time, she also listed the response measures of international e-commerce platforms and brands such as British luxury e-commerce farfetch and luxury e-commerce "net-a-porter" to the current sustainable consumption trend to illustrate that Chinese brands and textile enterprises in the center of the global textile supply chain have great potential in building a sustainable supply chain. China's local brands can unite with the supply chain system to publicize transparently, from material selection to process intelligent manufacturing to workers' welfare. Brand / story based publicity can be sustainable and lead consumers to "responsible consumption"; Chinese textile enterprises can follow the consumption trend and focus on the 17 goals of UN sustainable development, from working environment of workers to energy conservation and emission reduction, sewage self-care, etc All aspects, to enhance the competitiveness of sustainable development, from point to chain to build a sustainable supply chain.

L é a chabaa, founder and CEO of adn Paris brand, expounded his views on sustainable fashion with the original intention of brand creation as the clue in his speech "practicing sustainable fashion, what actions can brands take" (video). She said that the quality and durability of products are not guaranteed, making it increasingly difficult for consumers to obtain a satisfactory shopping experience. The core of the current brand development should be sustainable development. Specifically, in action, clothing brands should be committed to the production of meaningful clothing, and ensure the implementation of the concept of sustainable development in every link of the industrial value chain and the entire product production process. When the quantity has become the victim of quality, the brand should advocate the classic, durable and timeless design method, and adopt fabrics with comfortable touch and long service life, and ensure its excellent quality in each production link of the fabric; in the material selection, the brand should actively choose traceable natural materials, natural recycled materials and fabrics without specific production; at the same time, the brand should actively select the traceable natural materials, natural recycled materials and fabrics without specific production In order to reduce the waste of raw materials in the production, we should adopt the strategy of recycling materials to reduce the waste of raw materials in production.

Digital growth power: integration of Internet commerce and smart fashion

In today's world, the development of science and technology has brought about a leap in the level of productivity. Therefore, the integration and innovation of artificial intelligence technology and fashion industry has become a consensus to promote the development of the industry. Digital transformation of textile and garment enterprises is not only the demand of the times, but also the inevitable choice to promote the whole fashion industry to open up a new level of development in the digital era. Smart fashion design, smart fashion products and smart fashion marketing not only endow the contemporary textile and garment industry with new vitality, but also become an important cooperation to cope with the situation changes and unknown challenges in the special stage of global epidemic spreading. For "digital growth power", which is the most effective economic accelerator in the new technological revolution, what kind of insight will the industry experts who are familiar with the way of it.

Liu Jinyan, vice president of convertlab marketing, in his speech "three steps to build digital marketing in the garment industry", elaborated on the overview of the garment industry in 2020, the construction of digital marketing thinking and the three-step building of digital marketing. She believes that the clothing industry is facing the challenges of logistics, cash flow and passenger flow. The scale efficiency of supply chain management, the rise of fast fashion with winning speed, and the flow type represented by Taotao brands have led to the full-dimensional upgrading of digital thinking. In the digital era, the essence of business is to use data to return to the creation and transmission of value, which is the value created by the brand for customers and the value provided by customers for the brand. In the digital era, the change of value transmission mode is from the application of digital marketing channels to the thinking of digital marketing, which can deeply activate the sustainable mode of data enabling business growth. Digital and digital marketing channels.

Liu Jingzhen, business director of Tencent's smart retail fashion industry, shared Tencent's role in smart marketing, smart shopping guide, smart store and data security in his speech "smart retail - digital transformation of brands and hyperlinks of private contacts". She pointed out that technological progress has given birth to Tencent's application in the industry, thus promoting the development of enterprises and even the whole industry. However, when technology applications stack up, new pain points and problems will arise, and social market demand will change, which will stimulate new industry innovation. Therefore, it is very important for industry practitioners to grasp the trend and change direction in such a cycle. As retail has returned to the direction of people-oriented, the social retail that brands can directly contact users has become a trend. Tencent makes full use of its product ecology to create all-channel and all contact links of outgoing line, online and offline. At the same time, a large amount of data obtained by the application can effectively help the brand to obtain suitable target consumers and gradually penetrate into the life of consumers from online sales.

Cao Xiaowen, creative director of fashion Intelligence Department of China Textile Information Center, said in his speech "smart prediction: design driven by data insight", smart fashion is composed of smart prediction, smart design, smart publishing and smart marketing. Among them, wisdom prediction includes the macro trend from policy economy and science and technology frontier to the meso trend including industrial economy and brand strategy, and then to the micro trend including fashion color and fashion style. Taking "how long can the dividend period of sports market last" as an example, she introduced self driven product closed-loop, including accurate prediction, self generated design, rapid presentation and explosive growth, in which differentiated competition is an important factor in market development. "Future research and development is a combination of science and art." Finally she said.

The whole forum discussed from data analysis and trend prediction of terminal consumption market, to practice of sustainable fashion and sustainable consumption, to case sharing of enterprise transformation and upgrading, and Prospect of operation mode under the empowerment of digital technology and design thinking. As a traditional manufacturing industry, textile and clothing has been injected with new thinking and fresh blood. We also hope that more intelligent sparks will light up the bright future of China's textile and garment industry and radiate a bright new life! (Qin Xiao / Gao Yufei)