From Industrial Economy To Digital Economy, What Kind Of New Model Does Textile Industry Use To Meet The Changing Era?

　　 This is an era of alternation between the old and the new. Rules are reshaped in subversion. Chaos brings uneasiness, and innovation and growth.

"We have long been in an era of great change. The most important feature of this change is that we will enter a new era of digital economy from industrial economy. The new epidemic of pneumonia only accelerates this process. Under the influence of the epidemic situation, all the enterprises that are still developing against the trend are those in the forefront of the industry in terms of full link digital transformation and online and offline integration. " Chen Dapeng, vice president of China Textile Industry Federation and President of China Garment Association, said during the interview. Under the epidemic situation, in the mode changes brought about by digital transformation, new ways such as online celebrity economy, sharing economy, social economy, network live broadcast and entertainment marketing drive market reform and consumption upgrading. While the consumer Internet continues to advance, it is accelerating its progress to the industrial Internet. In particular, informatization takes the lead in deeply integrating industrialization, and mass customization production mode is becoming more and more mature, The application of "Internet +" technology is speeding up. At the same time, service cloud platforms such as enterprise data center, "system + Internet of things + MES" management platform are constantly emerging, and the construction of industrial Internet platform has entered a substantial development stage.

Factory revolution

In September 2020, the rhinoceros intelligent manufacturing platform, which has been "hidden" for three years by Alibaba, officially appeared. The rhinoceros intelligent manufacturing factory, known as "project No.1", has also been officially put into operation in Hangzhou. In the rhinoceros intelligent manufacturing factory, each fabric has its own "identity ID", which can be tracked through the whole link when it enters the factory, cuts, sews and leaves the factory; the prenatal ranking, production scheduling and hanging route are all controlled by AI Machines make decisions. In the past, it is necessary to count materials and check the schedule to determine the construction period. In rhinoceros intelligent manufacturing factory, you can get a second level reply with one click. With the opening of the digital and intelligent manufacturing platform for small and medium-sized enterprises, a factory revolution driven by digital technology is budding. However, Alibaba is far from the only Internet company to reach upstream.

It is reported that Alibaba's earliest exploration of manufacturing can be traced back to 2013. Its 1688 Division launched a c2m platform Taobao factory, which connects Taobao sellers and factories. Like rhinoceros intelligent manufacturing, the original transformation of the Amoy factory is also small and medium-sized clothing enterprises.

In December 2018, pinduoduo made a comprehensive layout of c2m, launched the "new brand plan" and jointly created popular products with manufacturers by adopting c2m mode; in August 2019, JD launched c2m personalized customization service through its "Jingdong made in Beijing", and released the "c2m intelligent factory" plan on November 25, 2020. The admission of the three giants also triggered the c2m war.

In the 40 trillion total social retail sales, e-commerce accounts for about 25%. In the manufacturing industry, there are 30-40 trillion cakes, but the penetration rate of Internet is still very low today. In an interview with the media, Wu Xuegang, CEO of rhinoceros intelligent manufacturing, confirmed the blueprint of new manufacturing with figures.

C2m is not a simple business model change, it is essentially an all-round upgrade of the supply side. From design to yarn, to raw materials, to production and finally to sales, collective intelligent manufacturing has realized call auction in different industrial links, and can be connected online through the Internet, making production more intelligent and data visualization.

In 2015, after more than 20 years' hard work in the field of clothing, Xia Hua, chairman of Yiwen group, founded the c2m platform of collective intelligent manufacturing, focusing on the integration and linkage of garment industry. As a C-end consumer brand for consumers, it is also a collection system for small b-end such as clothing stores. There are 199 yuan pants and 299 yuan woolen sweaters from international famous OEM factories. If the traditional way is followed, the market price of products of the same quality will be at least 500-800 yuan. The basic logic of CIMS is to gather the scattered small batch orders from small clothing stores to the collective intelligent manufacturing platform to realize order aggregation, and then realize large-scale production and bidding at the production end. This is the basic logic of CIMS and the fundamental reason for reducing costs and realizing high quality and low price on the basis of ensuring quality.

"C2m to solve the two ends of the matter, the sales side to solve no inventory, industry side to solve the cost performance." Different from the Internet platform subsidy low price or group low price mode, collective intelligent manufacturing mainly realizes low price through the integration and coordination of the back-end industrial chain. However, the difficulty of clothing industry is how to protect the cost performance of consumers and the profits of production and supply factories. Only by solving the problems of consumer's individual demand and supplier's unit quantity, can we solve the long-term sustainable problem of c2m industry.

Live e-commerce boom

At the beginning of 2020, live e-commerce will become popular. With the improvement of the infrastructure of e-commerce platform, and driven by short video and live broadcast, the new brand has undoubtedly caught up with the excellent wind of the times and achieved rapid development speed. The rapid growth of new brands has also become the focus of e-commerce platforms. What stands behind the new brand is the rising Z era, which is also the core consumer group that brand owners must study in the future. In addition, the outbreak of the new crown epidemic in 2020 will accelerate the online transformation of retail industry, and also make brands realize the importance of private traffic, and build an integrated online and offline marketing system has become a consensus.

In 2020, the cumulative turnover of 16 new brands has exceeded 100 million yuan, including perfect diary, huaxizi, ubras, Tianke, jiaonei, bester, MLB, realme, runbaiyan, fuljia, usmile, colorkey, xiaoaotin, Santon and a half, yiniu and Yunjing. Jiang Fan, President of Taobao tmall, believes that the next 10 years will be a decade for the Internet to create new brands. The epidemic situation promotes more consumers' online shopping habits, and a large number of new brands will emerge from the Internet. The rise of new consumer brands is the most certain opportunity for China in the next 5-10 years.

According to the announcement issued by bosden group, in the first nine months of fiscal year 2020 / 21, the cumulative retail sales of bosden, the core brand under the brand down jacket business, increased by 25% year-on-year, and other brands increased by more than 40% year-on-year. Bosden group's down jacket business segment has achieved steady growth, not only affected by the season, but also by its continuous brand digging, deep ploughing operation, and continuous promotion of the combination of product and marketing in the consumer market. Based on the original Star endorsements, bosden focuses on such resource platforms as shuoyin and xiaohongshu to fully drain online and offline stores, promote transaction transformation and improve sales performance. During the "double 11" campaign in 2020, the total channel sales of the brand will exceed 1.5 billion yuan. In addition to the online traffic input, we also attach great importance to the construction of science and technology scenes, brand publicity and other exhibition spaces in the public space of physical shopping centers.

At an industry meeting in 2020, taipingbird chairman Zhang Jiangping once said that the reason why the first half of the year's revenue achieved a year-on-year growth of 3.11% was mainly due to the continuous growth of e-commerce of more than 30% for several months, so as to make up for the offline performance affected by the impact of the epidemic, and the test behind this is the enterprise's products and rapid supply chain capabilities. In Zhang Jiangping's opinion, no matter it is live broadcast or small program, everyone should be brave to try. In recent years, the rapid development of e-commerce business has not only contributed a certain amount of sales performance to taipingniao, but also enabled enterprises to have more insight into consumers' preferences through digital development, making the connection between front-end design and production and terminal sales more closely.

Original brand is the right time

Although international high-end brands still occupy the discourse power of international fashion trends, in the past two years, with the emergence of more and more high-quality domestic brands, both the acceptance of consumers, the innovation ability of local designers, and the support of capital and platform, have shown a positive and positive direction.

From the early "angel Chen × Adidas origins" to the past two years, Chinese brands have been cooperating with international famous brands such as Nike, Adidas, vans, new balance and so on. Since its debut in New York Fashion Week in 2018, the national trend of "Li Ning in China" has been singing all the way in China's fashion market and won the love and support of a large number of young consumer groups. In addition, a number of local original fashion brands that have attitude and will play have gradually come into the public's attention at this stage, and have more and more interaction with commercial real estate.

For example, as an artistic designer brand, UMA Wang has gradually settled down in the North District of taiguli in Sanlitun and jingronghui in Chengdu as an independent image. The design of the brand originates from "all living beings", and has made great efforts in fabric development, texture, details and printing.

As the results of sina's "contemporary youth trend consumption questionnaire", 72% of the respondents think that the future development of "national trend" will be better and better. In the minds of the younger generation of Chinese consumers, the recognition of local original brands is getting higher and higher, which also attracts the continuous introduction of talents. This argument is confirmed in the "China independent designer brand ecology report": the number of graduates majoring in design and fashion is increasing. Take central St. Martin's College of art in London as an example, from 2015 / 2016 to 2018 / 2019, the proportion of Chinese students has increased year by year.