Digital Empowerment Brand Competitiveness, Cool Clothing With Fire In Midsummer

In recent years, with the continuous improvement of residents' income level, the proportion of clothing expenditure in consumption expenditure has further increased. Consumers' demand for clothing is still on the rise. As long as we find the right direction, there is still a large space for the clothing industry to grow.

　　 First of all, seize the opportunity. Compared with traditional channels, digital channels can make producers and consumers "see each other", and producers can understand consumer demand and pain points through user evaluation, message and other data, so as to carry out product research and development pertinently, and avoid the risk of "blind gambling" and overstocking inventory in traditional production. At the same time, through in-depth user insight, digital technology can more efficiently and accurately reach consumers in the market segments, reduce the cycle and cost of new product launch, and lower the input threshold.

　　 It is worth noting that digital technology has greatly changed the problems of low production efficiency, difficult control of product quality and lack of ability to respond to customers' customized orders. Digital economy is a good help for both perceiving and creating trends. Based on the consumer's demand for personalized and high-end clothing, there have been many digital garment customization enterprises in China. With the deep integration of digital technology and physical enterprises, the textile and garment industry will achieve the goal of becoming bigger and stronger, transforming and upgrading, and increasing brand influence and competitiveness.

　　 Second, domestic products should be self-improvement. Over the past years, international brands have been playing an important role in the Chinese market. Compared with international brands, China's clothing industry is still faced with the problems of low design level and low brand awareness. Generally speaking, there are three links in the operation of clothing industry: R & D design, processing and production and brand channel operation. Among them, R & D and design profits account for 35%, brand channel operation profits account for 55%, and processing and production enterprises only account for 10%. Only participate in the production process, the initiative of market distribution is in the hands of others, and the enterprises get the least return. At present, affected by the new crown pneumonia epidemic, international logistics and other factors, many garment processing enterprises have realized the importance of creating their own brands and making use of digital transformation.

　　 In the future, with the continuous progress of Chinese brands in product design, function realization and product quality, domestic brands will surely rise rapidly and form differentiated competitive advantages in the industrial chain.