Chinese Style Clothing Is Favored Chinese Brands Frequently "Go Out Of Business"

　　 Chinese style clothing is favored, and domestic brands frequently "go out of business"

Traditional culture is integrated into the clothing market to add new color (big data observation, "trendy products" of Chinese goods are just in time)

This year's Government Work Report proposed to actively cultivate new consumption growth points such as smart home, entertainment tourism, sports events, and "trendy products" of Chinese goods.

Observing the consumer market, we will find that more and more domestic "trendy goods" have been recognized by the market. The iteration of old brand domestic products glowed with new vitality and gained a large number of young fans; Emerging brands strengthen innovation and have good quality, and stand firm in the fierce competition. Taking advantage of the momentum of "trendy products" made in China, it not only brings people richer consumption choices, but also brings better cultural experience.

From now on, this column will launch a series of reports on "Chinese products" and "trendy products", focusing on the new trends in China's vast consumer market.

——Editor

The horse face skirt integrating tradition and fashion is becoming the "favorite" of many young people; New Han style clothes not only appear frequently in the scenic spot, but also gradually become daily wear; The sales of domestic sportswear on e-commerce platforms have soared... Today, clothing with Chinese elements and traditional characteristics is becoming a new trend of fashion, and many local brands are frequently "out of the loop", favored by consumers.

Why are "Guochao" costumes popular? How to promote "national trend" consumption to maintain a good momentum? The reporter interviewed relevant experts and enterprises.

　　 Chinese design and fabric are loved by consumers

Entering Huangyuan Garment Market in Yiwu, Zhejiang, the new Chinese style clothes with various styles have attracted many consumers. "There are more than 1000 new Chinese clothes in the store, which will sell almost in a month or two." At the stall of shopkeeper Dou Xiaoqing, a new Chinese coat with red diagonal placket embroidery is the most popular

Zheng Xiaofei, the owner of another women's clothing store, is also very busy. In the past two years, the traditional dress horse face skirt has become popular in the market. "During this period, thousands of horse face skirts have been sold." At present, Zheng Xiaofei has contacted the factory to make spring horse face skirts, mainly in more elegant pink and white.

Liu Xiaoying, deputy manager of the marketing department of Huangyuan Garment Market, said that with the growing popularity of "Guochao" clothing, there are more than a dozen merchants focusing on "Guochao" clothing in the clothing market, involving children's clothing, women's clothing and other categories, and the products are sold everywhere.

According to the 2024 Data Report on Women's Consumption Trends of Dithering E-commerce released in March this year, the orders of women consumers on this platform to buy new Chinese clothing increased by 195% year on year in the past year, including 841% of the orders for horse face skirts and 336% of the orders for Chinese clothing.

Bian Xiangyang, a professor of Donghua University and vice chairman of China Fashion Designers Association, believes that "national fashion" clothing can be divided into three categories: first, contemporary re creation of ancient clothing, such as improved Han clothing; Second, new Chinese style clothing, including Chinese tunic, cheongsam, etc; The third is to add Chinese cultural connotation or visual symbols to the fashionable clothing based on international popular clothing.

"The rise of" national fashion "clothing is rooted in the enhancement of cultural self-confidence." Bian Xiangyang believes that more and more people feel the charm of traditional culture when the excellent traditional Chinese culture is inherited and developed. As an important carrier of culture, the design, manufacturing and brand system that shows cultural confidence is accelerating its growth and is recognized by consumers.

"Horse face skirt has become a" popular style ", because consumers love Chinese design and fabrics. Through the window of clothing, we can see the love of the post-95s, post-00s and other groups for the excellent traditional Chinese culture. " Said Lin Wei, founder of the Weaving Division Hanfu brand. The data of DOW APP also shows that in 2023, the post-95s and post-00s are becoming the main consumption force in the consumption of domestic "fashion goods", accounting for 82.6% of the consumption of domestic "fashion goods", of which the post-00s account for nearly 60%.

Experts said that nowadays consumers are more and more valuing the cost performance ratio, which depends not only on the price of clothing, but also on the quality, design, cultural connotation, etc. In this regard, "Guochao" clothing has both the price and quality advantages made in China and the inheritance and innovation advantages of Chinese culture, with more outstanding cost performance.

In addition, various departments and industry organizations in various regions have vigorously supported the cultivation of relevant industries, effectively boosting "national tide" consumption. In 2022, the Ministry of Industry and Information Technology, the Ministry of Commerce and other five departments jointly issued the Action Plan for "Three Goods" in the Digital Consumer Goods Industry (2022-2025), which clearly proposed to tap traditional cultural genes and intangible cultural heritage such as Chinese culture, Chinese memory, and Chinese time-honored brands, and promote the construction of "Guochao" brand; In 2024, the Ministry of Commerce will launch the "Time honored Carnival" activity to encourage the promotion of "trendy products" of domestic products; The China Textile Industry Federation proposed the textile fashion upgrading action that highlighted the cultural leadership, and supported the domestic clothing brands to become stronger, better and larger.

　 The supply of "Guochao" clothing has increased in both quantity and quality

Located in Anta Digital Intelligent Manufacturing Base in Changting, Fujian Province, in an integrated intelligent filling workshop, 16 intelligent hanging lines and intelligent track change equipment operate in an orderly manner, delivering pieces of cloth to workers at different posts accurately. At the end of the production line, a batch of new clothes are being packed and transferred.

"Appearing at Paris Fashion Week in France last year, it has become a" national trend "in fashion." Chen Peng, the designer, said that the design inspiration of this garment was derived from the sportsmen's clothing of the Winter Olympic Team of China. With elements such as Chinese red, and the application of advanced manufacturing technology and technology, it has become a popular product with better wearing experience.

In Quanzhou, Fujian Province, Hongxingerke's new "Blooming Richness" sneaker is selling well. "We use embroidery technology to skillfully integrate patterns such as camellia into the vamp to show unique traditional aesthetics on professional basketball shoes." Wu Rongzhao, chairman of Hongxingerke, said that at present, "Guochao" shoes and clothing are popular with consumers, and will continue to strengthen investment in design and development to better meet consumers' personalized expression needs.

"From the supply side, almost all major clothing brands are actively participating in the development of" Guochao "clothing, to achieve a simultaneous increase in quantity and quality." Bian Xiangyang said. Some brands deeply explore traditional cultural values in concept, while more brands try to launch joint brands, special commemorative funds or festival funds.

Experts observed that more Chinese designers took works with Chinese cultural characteristics to the international stage in major fashion weeks. In China International Fashion Week, there are more and more brand release activities with Chinese culture as the theme. In recent years, among the award-winning designers of the "Golden Summit Award" for Chinese fashion design, many designs featuring classical aesthetics and intangible cultural heritage art stand out.

"New Chinese patterns, fragrant cloud gauze, ink and wash calligraphy, jade, Chinese characters and symbols are becoming popular design elements for young people, reflecting new aesthetic trends and cultural attitudes," said Han Liang, president of the Entrepreneurship Institute of China Academy of Fine Arts.

In the manufacturing sector, it is transforming to high-end, intelligent and green. Behind the new products is the strong support of intelligent manufacturing. In Hongxingerke Changtai Intelligent Factory, the order picking accuracy of the intelligent logistics system reached 99.99%, and the work efficiency was greatly improved.

In the marketing link, measures such as network transformation and brand upgrading have further enhanced the reputation of "Guochao" clothing. According to statistics, the annual growth rate of "Guochao" clothing, which has been selling a lot in the past two years, has exceeded 230%. More and more enterprises attach importance to telling good brand stories with culture, such as Dunhuang Museum co branded series down jacket, national treasure series sweater, Shanhaijing series down jacket, etc., which have become hot sellers in the live broadcast room of e-commerce platform.

　　 Digging the potential of garment market through inheritance and innovation

In order to seize the "national trend" consumption opportunity, Inner Mongolia Erdos Cashmere Group has pushed through the old to bring forth the new and developed many new series and new products. "Last year, we sold 200000 pieces of machine washable cashmere products, and this year, we launched a new waterproof cashmere fabric down jacket, which has sold very well." Gao Lizhong, deputy general manager of the cashmere spinning business department of Ordos Resources Co., Ltd., said that in order to meet the green and healthy consumption concept, the company has also developed customized clothing including renewable cashmere, non dyed cashmere and other green technologies, which has sold well.

According to Dai Tana, general manager of Ordos Cashmere Group, the New Year series products this year have made a lot of use of new Chinese elements, which have been loved by consumers since they were launched.

"There is still a large market space for" Guochao "clothing in the future." According to the relevant person in charge of Vipshop, after the start of Vipshop's New Year Festival on January 15, the sales of "Guochao" clothing themed with the New Year of the Dragon, New Year clothes, etc. increased by 120% month on month compared with the previous week, and the sales of sports clothes themed with the Year of the Dragon increased by more than three times month on month.

Facing the future, how to continue to inherit and innovate and tap the market potential of "Guochao" clothing?

Experts believe that, first of all, we should strengthen the protection of China's excellent traditional culture, especially the protection and development of intangible textile heritage. On the one hand, relevant departments should support the role of inheritors of intangible cultural heritage, and let more people feel the charm of textile intangible cultural heritage through the combination of culture and tourism and other forms; On the other hand, enterprises are encouraged to use modern technology to transform traditional processes and promote traditional fabrics to make traditional clothing more popular and more people friendly.

Secondly, we should strengthen the training of relevant professionals. "The innovative development of" Guochao "is inseparable from professional talents such as fashion designers. We should strengthen the education of excellent traditional Chinese culture in professional courses and help students of related majors improve their aesthetic ability." Bian Xiangyang said.

In addition to the strength of the enterprise itself, the growth of the clothing industry also needs the common promotion of all sectors of society. The person in charge of Pinduoduo said that it is consumers' increasing recognition of China's excellent traditional culture that has led to the formation of "national trend fever". In the future, it will continue to increase the flow and subsidy investment in related clothing, and guide more consumers to approach time-honored brands and "national trend" new brands. (Qiu Chaoyi, Wang Ke, Dou Hao, Liu Xiaoyu and Zhang Cheng participated in the interview)

(Source: People's Daily)