Red Bean Shares Red Bean Men'S Wear Was Awarded "Comfortable Men'S Wear Track Pioneer" By China Service Association

The first report on innovation and development trend of comfortable men's wear industry in China

Red bean shares red bean men's wear was awarded "comfortable men's wear track pioneer" by China Service Association

On August 4, at the 22nd red bean Tanabata Festival and cloud celebration ceremony for the 65th anniversary of red beans, the Research Center for new consumption (comfortable men's wear) jointly constructed by China clothing association, China Textile Construction Planning Institute and red bean men's wear was established, and the first report on innovation and development trend of comfortable men's wear industry in China was released. Li Xin, Deputy Secretary General of China Garment Association, Zhang Jie, chief engineer of China textile construction and Planning Institute, and Zhou Haiyan, President of Hongdou Group, jointly unveiled the "research center of new clothing consumption (comfortable men's wear)". It is reported that the "research center of new clothing consumption (comfortable men's wear)" will carry out research on men's wear consumers with comfort as the core in the next three years, so as to promote the innovative practice of men's wear brands on the new comfortable track, and promote the upgrading and development of China's men's wear categories.

Due to his deep insight, grasp and practice of comfortable men's wear, red bean men's wear of Hongdou shares was also awarded the title of "pioneer of comfortable men's wear track" by China clothing association. Zhou Yiqi, vice chairman of China Garment Association, awarded Dai Minjun, executive vice president of Hongdou Group and chairman of Hongdou Co., Ltd., at the event site.

Consumption upgrading drives the change of men's wear industry. Over the past 40 years of reform and opening up, the consumption trend of Chinese people has been upgraded from subsistence consumption to experiential consumption, and the industry development has shown several representative trends. From OEM foreign brand in 1980s to suit dominated in 1990s, leisure style started in the '00's, fast fashion in the' 10's, and now the rise of comfort tide, people's clothing relationship has undergone earth shaking changes.

At present, comfort has become the primary standard for Chinese people to buy men's wear, and its market prospect is broad. Comfort is the first choice for 30% of consumers to buy men's wear. It is estimated that the purchasing power of comfortable clothing will reach 350 billion yuan by 2025.

The innovation development trend report of comfortable men's wear industry reinterprets comfortable men's wear from four aspects: new comfort, new connotation, new standard and new experience. Zhang Jie, chief engineer of China Textile Construction Planning Institute, pointed out that with the further improvement of consumer groups, consumer psychology and consumer behavior, the traditional sense of comfort has been difficult to meet the needs of consumers. Facing the fleeting market trend, how to stand at the forefront of the trend and fully meet the demands of consumers? After extensive research and research, they put forward a new value system of new comfort. The so-called "new comfort" is to take comfort as the core, science and technology as the drive, green environmental protection as the concept, and fashion as the soul to develop products to meet the physiological and psychological comfort of consumers. By building new comfort connotation, new comfort specifications and new comfortable experience, consumers' understanding of "comfortable" clothing is reshaped, and an engine for a new round of consumption upgrading is built.

Product innovation should meet the new connotation. The comfort needs of Chinese people are diverse, which is determined by the variety of products and wearing scenes. Product innovation should constantly meet the needs of consumers for "new comfort". In other words, consumers can get different psychological connotation of wearing clothes and categories in different situations. The product meeting this new connotation is the result of innovation in many links from fiber, yarn, fabric, finishing to design and sewing.

New norms should be formulated for unified cognition. In the face of the diversity of clothing categories and wearing scenes, the standardization of comfortable men's wear research system will be an important work in the future of the industry, including clarifying the objectives, standardizing the content, formulating the product comfort index standard system and system quantification, etc.

Leading consumption needs to perceive new experience. We can introduce comfortable products to consumers through multi-dimensional channels and easy perception, so as to bring new comfortable experience to consumers.

The report shows that as a pioneer of comfortable track, red bean has made a good demonstration in four aspects of new comfort, new connotation, new specification and new experience. Enterprises take the lead in understanding the new trend of comfortable consumption demand and create the concept of "comfortable red beans" and "comfortable men's wear". Red bean is endowed with technology in five dimensions of fabric, pattern, design, technology and accessories. It has developed and launched 0-sense comfortable shirt and has been sold well in many channels. In the aspect of fabric research and development, it integrates advanced technology of many countries, uses functional fiber blend of China and Austria, and adds super fine denier fiber ratio independently developed by red bean, which brings consumers a variety of comfortable experiences such as dry, breathable, light, soft and elastic. In addition, by adding Swiss patent heiQ polymer, the fabric can be adjusted dynamically with temperature, It makes the shirt highly adapt to the needs of each scene.

According to the report, while developing comfortable products, red bean has also been involved in some basic research work on comfortable clothing. Indicators are selected from six dimensions and performance standards are formulated. In the next step, in-depth research and construction of comfortable clothing standard index system will be continued. In addition, red beans lead one national standard, participate in 6 national standards, and participate in 12 industry standards. The spirit of active exploration and innovation of red beans in textile and clothing industry is worthy of recognition. Red beans are able to communicate with consumers' mental communication and terminal channel layout. Offline stores are upgraded and iterated. Online multi platforms are used to forcefully convey "red bean men's wear = comfort" to ensure that the concept of "comfort" is fully reached. It is reported that under the background of the epidemic situation and weak consumption, red bean's high-end transformation work, 0-sense comfortable shirt, has made an eye-catching performance, and its sales have gone up all the way. So far, the sales of this shirt have exceeded 170000 pieces, and it has won the first sales volume of medium and high-end shirt categories on two platforms of dingtianmao and Jingdong on March 17.

Zhang Jie said that new comfort has a broad market prospect, and it will become a new trend in men's wear industry and a booster to lead new consumption. It is necessary and important for the healthy and sustainable development of comfortable men's wear industry to endow comfort with new connotation, construct new comfort standard and transmit new comfortable experience. Dai Minjun said that as one of the first batch of rising men's wear brands in China, red bean men's wear has been focusing on "comfort" for decades. This time, it has been awarded "the pioneer of comfortable men's wear track" by China Garment Association, which is an affirmation of Hongdou's 65 years of creating comfort. In the future, Hongdou men's wear will make more efforts to have insight and insight into the consumption trend, Make more and better comfortable products to give back to the majority of consumers.

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