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The Certainty And Uncertainty Of Chinese Fashion Industry

2022/2/11 13:43:00 0

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2021 is called "the first year of the meta universe". At the beginning of 2022, when yuanuniverse was written into the government work report by Hefei, Wuhan and other places, it indicates that this new track will enter a new stage of development with new opportunities. It seems that if we grasp it, we will grasp the wealth code of the new era.

In fact, with the explosion of the concept of meta universe, the pace of the fashion industry embracing digital has become more and more rapid. Not only luxury brands such as Louis Vuitton, Balenciaga and Burberry launched NFT games to lay out the meta universe; Gucci released digital sports shoes; Sports brands such as Adidas also established adiverse in sandbox meta universe; Nike opened a virtual flagship store "nikeland" on roblox

In China, the concept of meta universe has been implemented in a more multi-dimensional way, and has run through the design and development, marketing creativity, production and manufacturing, as well as the infrastructure penetrated in the digital process.

In this emerging field, there are not only women's wear brands such as Goliath to create digital show with the concept of meta universe, but also intelligent manufacturing meta universe platform of manufacturing industry created by business leaders such as Haier, and garment 3D digital platform continuously improved by technology rookie style3d (Lingdi Technology) to realize the whole industry digital upgrading through linkage industry upstream and downstream; There are also national brands such as Hailan home that have registered the trademark of yuancosmos in the early days... Yuancosmos stirs up the already surging fashion industry. When the head enterprises compete for creativity and subvert the mode in the real world, the new battlefield of the virtual world has also begun.

At present, the global business, especially the fashion industry, is actively marching into the new track of the meta universe. We specially interviewed Professor Zhu Jiaming, a famous Chinese economist who studied the meta universe earlier. In 2021, he attended dozens of meta universe theme forums and was invited to consult and solve questions for the government and enterprises, and many academic articles were widely concerned. According to Professor Zhu Jiaming's experience, what Chinese enterprises are most concerned about at present is whether the yuan universe is the outlet for future investment and whether it can bring the next wave of digital economy climax; The government pays more attention to the risks contained in the meta universe, so it needs matching supervision and assistance. At the same time, the government pays more attention to the impact of the meta universe on the real economy, whether it can increase employment and become a new driving force for economic development. In our exclusive interview, Professor Zhu predicted that: For China's industries, 2022 is the key year for the combination of meta universe and reality.

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Meta universe + Intelligent Manufacturing

China takes the lead in the combination of meta universe and real economy

Looking at the whole Chinese market in 2021, the combination of meta universe and education, culture and intelligent manufacturing industry is likely to be among the top in the world. Among them, especially in the field of intelligent manufacturing represented by the clothing industry, and the big fashion field with culture as the core, are fully integrated with the real economy, giving the traditional industry new models and new values.

The essence of "meta universe" is to reflect the real world and the concept world or virtual world through virtual reality technology. Summarizing the development route of the meta universe in the past ten months, Professor Zhu Jiaming thinks that there are two main points: first, continue to develop into the virtual world. In the fields of game, art and finance, NFT is the most important product; The second is to combine the meta universe with the real world. In the aspect of the combination of the virtual and the real, the meta universe has formed two trends: one is to combine the meta universe with the regional development; Another trend is to combine with reality and entity, that is, meta universe and traditional industries, especially those with processing as the core. In terms of the combination of meta universe and real economy such as industry, industry 4.0 which has been proposed in the industry for 9 years and the industrial Internet which has developed for nearly 10 years have not achieved the expected effect. The birth of the meta universe, or find the real reason for this.

However, Meng Yi, President of Haier Internet of clothes Research Institute, believes that as the basis of experience economy, yuanuniverse and Web3 The goal of 0 is to subvert the current technology and business model, focus on users, improve user experience and bring value growth.

As the first global appliance and Internet of things enterprise, Haier's achievements in the field of Intelligent Manufacturing in recent years are obvious to all. In August 2021, it took the lead to release the first intelligent manufacturing yuan universe platform in the manufacturing industry, covering industrial Internet, artificial intelligence, augmented reality, virtual reality and blockchain technology, realizing the physical and virtual integration of intelligent manufacturing, integrating the cross scene experience of "factory, store and home", and realizing the improvement of consumer experience; On December 29, 2021, the "industrial Internet platform for China's garment industry" jointly launched with China Garment Association once again faces Chinese garment enterprises, taking the network as the basis, platform as the center and data as the elements, serving the research, development, convergence, communication and application of Chinese garment enterprises in the industrial Internet; On the C-end, the smart hardware "smart cloud mirror" links families, stores and factories through cloud data, which is a "small universe embodiment" to realize personalized customization requirements and advanced industrial internet intelligent manufacturing system.

Haier as the representative of China's manufacturing industry, especially the clothing industry, has been in the forefront of the world in the yuan universe circuit.

Metauniverse + NFT + luxury

A new fashion business paradigm with explosive power in the future

What's more clear than the complex metauniverse is that NFT has been popular all over the world, especially luxury goods. In the situation of luxury goods first, a new paradigm of innovation with explosive force for the future development of fashion industry is taking shape.

As early as November 2021, a report released by Morgan Stanley said: by 2030, the market size of luxury NFT may reach 56 billion US dollars, and the demand may increase "sharply" due to the meta universe.

In this regard, Professor Zhu Jiaming believes that Morgan's data is quite conservative, and the meta universe will develop at a faster speed. Because the value of exclusiveness and uniqueness can be shown by combining with NFT, luxury goods are naturally the easiest to combine with NFT, but only NFT is not good. There must be deeper experience and participation, so meta universe is needed. Therefore, meta universe + NFT + luxury goods, which is a very explosive fashion industry development trend.

In the past, luxury goods, such as luxury goods, were also subject to many restrictions offline, such as the limitations of imagination, design, and the full expression of the potential of luxury goods. Now, the meta universe offers the possibility that all people can embody and experience the value of luxury goods in the meta universe. Therefore, luxury goods will be one of the fastest-growing industries in the meta universe, complementary to the offline industry, and will soon form a considerable scale.

In the future, people in reality can consume luxury goods offline and in the meta universe at the same time. The difference is that offline is in physical form, and the speed of updating and replacing is relatively slow. Consumption in the virtual world is more popular and not subject to many restrictions. All consumers of luxury goods can participate in the imagination and design of luxury goods themselves in the meta universe, which brings about disruptive changes in the luxury industry.

Luxury industry through the meta universe to achieve a new outbreak, which is a demonstration for the whole fashion industry. Through the meta universe, we can have a better insight into consumers' cognition and experience of clothing, and create with consumers from the aspects of style, trend and color. In the future, the meta universe is an important tool for the complete revolution of clothing industry.

How to realize such a subversive revolution? Digital technology plays an infrastructure like role in it.

Digital human is the core carrier of the meta universe, as a substitute of human in the virtual world. As an indispensable basic element of digital people, digital clothing carries the cultural emotion and artistic aesthetics of the meta universe, which is the fashion foundation of the meta universe.

Style3d, a Chinese clothing digital head enterprise, is becoming an important content provider and technology provider in the future meta universe. Its 3D digital chemical tool chain provides design creation and digital clothing materials for customers who need virtual fashion, and helps to build the "digital fashion infrastructure" of metauniverse by means of tools and content.

As Professor Zhu Jiaming said, 3D was regarded as a pure technological revolution in the past, which actually underestimated the significance of VR, AR and Mr. Today, 3D and virtual reality technology and meta universe are integrated together, and its technical value will be continuously released. Style3d uses highly simulated digital samples to exchange information between the upstream and downstream of the industrial chain, creating a complete digital chemical tool chain, connecting clothing from fabric research and development, style design, marketing to production, realizing the digitalization of the whole link, helping fashion enterprises establish digital garment center, digital fabric center and digital exhibition hall. Digital means can not only be used for exhibition and sales, It can also quickly link to the production end, save R & D costs, improve the cooperation efficiency, and quickly complete the global industrial chain collaborative production.

Such a new ecological construction mode of digital fashion driven by design software + digital content + collaborative platform, represented by style3d, is the digital infrastructure of meta universe, and also the technical premise for China's garment industry to realize digitalization.

In the fascinating "top track" of the metauniverse, many proven trends are about to come true. But at the same time, it also has certain uncertainty in China. This kind of uncertainty mainly lies in the speed of technology maturity, people's expectations and the government's relevant policies on the meta universe, and the policy depends on the overall impact of economic development on society and the prediction of future trends.

History repeats the rule that today's advantages may be replaced by tomorrow's trends. At present, only the general trend of the meta universe has the potential and tension to support the integration of the whole industrial revolution.

In addition to the concept consensus, although the meta universe is full of opportunities and surprises in all walks of life, especially in the top-level design, capital circle and all sectors of the industry. However, it must be noted that the essence of its technology is digitalization, and the core of users is generation Y, generation Z and α Generation represents a group of consumers in the digital economy, mobile Internet, and will grow up in the meta universe in the future. For the fashion industry, how to take digital technology as the starting point and keep company with the three generations who are born with no psychological and technical barriers to the meta universe are the two key points to truly open up the new world of the meta universe.