Traditional Characteristic Clothes Continue To Be Popular "New Chinese Style" Clothing Is Popular

The Central Economic Work Conference held at the end of last year emphasized: "Cultivate and expand new types of consumption, vigorously develop digital consumption, green consumption, health consumption, and actively cultivate new consumption growth points such as smart home, entertainment tourism, sports events, and domestic 'trendy goods'."

In recent years, Chinese brands have innovated and developed, ingeniously integrating traditional elements with modern fashion, iteratively radiating new vitality and becoming a new consumption hotspot. Starting today, this edition will launch a series of reports "focusing on the new national trend", go deep into the fields of clothing, catering, cultural innovation and other fields to experience the "trendy products" of Chinese goods, feel the beauty of Chinese traditional culture, and witness the deep strength of Made in China and Chinese brands.

——Editor

In recent years, the national fashion of clothing has been coming. The button down shirt with horse face skirt, traditional cheongsam with overlapping Hanfu skirts... These clothes full of Chinese elements and rich in traditional characteristics continue to be popular, becoming new highlights of the consumer market. Why are the "trendy" clothes made in China popular? How to make "national trend" a hot trend? The reporter visited many places.

Conform to the consumption trend, and the sales volume of Guochao clothing is growing rapidly

"Silk ponytail skirt, Song brocade vest, button up blouse, Xiangyun gauze shirt... I bought many national fashion clothes, and I often wear them when I go shopping and play on holidays." Jiemingxia, a 95 year old woman who works in an Internet company in Suzhou, Jiangsu, said.

"Behind the popularity of 'new Chinese style' aesthetics is the beauty of thousands of years of cultural accumulation and the beauty of traditional craft inheritance. Guochao clothing is popular, and people value the cultural heritage and aesthetic value of clothing." Zhu Beina, supervisor of China Cotton Textile Industry Association, said that Guochao clothing covers a wide range, integrating Chinese traditional elements with modern fashion design, It not only embodies traditional culture but also conforms to contemporary aesthetics.

"361DO closely follows the aesthetic concept and trend of Chinese people, and launches products full of traditional Chinese elements, such as' National Luck Changhong 'and' Zhaizi China ', which are favored by customers," said Zhou Xingbin, director of 361DO clothing store in Jiangxi Yingtan Tianhong Shopping Center.

"Since the opening of the shopping center for more than four years, Guochao clothing stores have increased year by year, and now there are 65 stores in total." Wu Mengna, the marketing director of Yingtan Tianhong Shopping Center, said that Guochao clothing industry has become increasingly rich, and new styles have emerged in succession, not only young models, but also baby models, mother models, and old models. Consumers of all ages can find satisfactory clothing. From January to April this year, the sales of national fashion clothing in shopping malls increased by about 10% year on year.

According to the 2024 Data Report on Women's Consumption Trends of Diaoyin E-commerce released by Diaoyin, in 2023, the orders of female users for "new Chinese style" national fashion clothing will increase by 195% year on year, including the orders for horse face skirts, Han suits, Song brocade jackets, and Xiangyun gauze clothing. According to the data of fast e-commerce, in the first quarter, the order volume of "new Chinese style" goods increased by 700% year on year, of which the order volume of Han clothing goods increased by nearly 300% year on year, and the order volume of horse dress goods increased by more than 40 times year on year.

In line with the consumption trend, various departments, industry associations and e-commerce platforms in various regions have increased their support for the cultivation of Guochao apparel industry. In April, the General Office of the Ministry of Industry and Information Technology and the General Office of the Ministry of Commerce issued the Notice on Carrying out the 2024 "Three Products" National Travel Activity, which proposed to "support e-commerce platforms to explore and cultivate new consumption growth points such as smart home, national" fashion products ", and organize activities such as" national fashion competition ", and promotion of national high-quality products". Sichuan Chengdu Economic and Information Bureau and other relevant departments actively promote the transformation and upgrading of the traditional clothing industry to the fashion industry, and explore and launch a series of innovative development measures in design, brand, manufacturing, marketing and other aspects; At the same time, adhering to the concept of inheritance and innovation, we strive to create a new "December City" consumer brand, so that consumers can enjoy shopping in a rich cultural experience.

Innovate and develop to promote consumption upgrading with high-quality supply

National fashion clothing consumption is booming, which can not be separated from the accelerated innovation on the supply side.

Gao Dekang, founder of Bosideng brand, chairman of the board of directors and president of Bosideng Group, believes that in recent years, many textile and clothing enterprises and brands have continued to innovate and explore, promote the innovative development and transformation of excellent traditional culture, and apply oriental aesthetics and intangible cultural heritage to clothing culture, which has not only been recognized by consumers, but also led the innovative development direction of the industry. Many business entities tap into traditional cultural values, upgrade technology, strengthen cross-border brand cooperation, innovate consumption scenarios, and constantly promote consumption upgrading with high-quality supply.

——The new design integrates traditional skills with fashion creativity.

In the early summer, when we entered the Sichuan Chengdu Sheme Craftsmanship Workshop, the comfortable and cool working space was full of clattering sounds. The craftsmen sat in front of the operating desk, holding needles and threads in their hands, and turned the scattered leather into a pair of exquisite vamps.

"As a Chinese original cultural design shoe brand with independent intellectual property rights and integrating design, production and sales, we actively draw inspiration from Chinese traditional culture and add a lot of national style elements to the design. At the same time, we will continue to study the modern production process of the intangible cultural heritage Shu embroidery stitch, integrate traditional techniques into fashion creativity, and interpret and inherit Chinese culture in a fashionable way. " Liu Qiongying, founder of sheme, said.

"National fashion clothing requires finding a balance between tradition and modernity, classic and fashion, and keeping integrity and innovation in eclectic, which not only highlights national characteristics, but also presents the world style." Gao Dekang introduced that Bosiden will hold the first show of Chinese brands in Italy in 2023. "The company has cooperated with internationally renowned designers for many times to promote the integration and development of traditional culture, national fashion and international fashion."

——New technology stimulates new momentum of industry development.

On the production line of Suzhou Shangjiukai Silk Science, Technology and Culture Co., Ltd., the Song brocade fabrics with gorgeous colors and exquisite patterns have been successively rolled off the production line.

"With the popularity of Guochao clothing, we have increased scientific and technological innovation to realize the machine weaving of Song brocade through modern processes such as electronic jacquard machines. We have developed elastic Song brocade, which has significantly improved the wrinkle resistance, color rendering and comfort of the fabric, and the products are popular with young people. The order received by the company in March has been scheduled to the end of the year." said Wu Jianhua, chairman of Shangjiukai Company, The company plans to launch joint funds with Suzhou Museum, the Palace Museum and other units to let more people feel the charm of traditional intangible cultural heritage.

——The new business model promotes the integrated development of culture, tourism and business.

The popularity of national fashion clothing has extended from commodities to service experience. According to Meituan's and the public's review data, since May, the search volume of Guochao clothing photo, represented by Hanfu photo, new Chinese style photo, etc., has increased by more than 50% year on year, and the related review volume has increased by more than 320%. Hanfu travel photography is popular with many young people. Luoyang Hanfu, Quanzhou Zanhua, Handan Warring States Robe and other immersive national fashion clothing "travel change" experience is popular, and it has driven the development of Hanfu experience hall and other entity businesses.

Reinforce weak points, promote advantages, and release greater potential of Guochao Clothing

The production workshop of Slow Design Garment Co., Ltd. in the high-tech industrial park of Liaocheng High tech Zone, Shandong Province, was busy: cutting workers were quick, production workers were flying needle threading, quality inspectors carefully inspected, packers carefully ironed, The anchor of the live broadcast room warmly introduced the products... "The baby clothes we launched with the concept of 'Slow Series' are made of pure cotton and other high-quality raw materials, integrated with many traditional cultural elements, healthy, comfortable, practical, fashionable, and have a good market response. In the peak sales season, the company ships around the clock, with more than 12000 sets shipped every day." Zhu Jingyun, the head of Slow Design Company, said.

Zhu Jingyun introduced that under the guidance of the market supervision department of Liaocheng High tech Zone, the company has constantly improved the quality system construction, and achieved the development of "the same line, the same standard and the same quality" of its series of products. At the same time, it promoted the integration of excellent culture and national fashion, increased the cultivation of independent brands, vigorously promoted brand development, and effectively expanded the domestic consumer market.

Experts said that all parties should work together to make up for weaknesses, promote advantages and release greater potential of Guochao Clothing.

Create a good market environment and strengthen the protection and development of excellent traditional culture, especially textile intangible heritage. Combine intangible cultural heritage skills with market demand, increase innovation in design, production, marketing and other aspects, and improve inheritance and innovation. Based on the characteristics of the regional clothing industry, all regions can promote the accurate connection between supply and demand through special promotions, professional tours and other ways to stimulate consumption vitality.

Production enterprises, circulation enterprises, industry associations, etc. should strengthen cooperation, strengthen industrial chain coordination, and promote standard formulation. Industry insiders believe that Guochao clothing practitioners should dig deeply into traditional culture, enhance consumers' cultural experience and brand identity, and enhance brand added value. Create a complete industrial chain, adopt new models such as flexible manufacturing and agile supply chain, and meet the personalized customization needs of consumers. Establish the concept of quality first, improve the ability of independent innovation, continue to promote the development and application of new fabrics, new processes, new designs, new standards, strengthen joint innovation with international design institutions, colleges and universities, and promote the "national trend" to become a craze with high-quality supply. (Reporter Qi Zhiming, Wang Weijian, Song Haoxin, Zhou Huan)

(Source: People's Daily)