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From “re-definition” to “re-creation”, what “new ideas” are emerging in Chinese Garment industry in the new era?

DATE: Apr 2nd, 2018
Is a costume, or a cultural journey; is a fashion company, or a photography studio … … With the change of ideas, technology, models, the clothing industry also played a “face change.” The traditional definition is being broken, and the boundaries of the industry are increasingly blurred.

In the process of “re-defining” and “recreating”, the Chinese clothing industry is rejuvenated. At the China Garment Forum hosted by the China Garment Association recently, industry scholars and entrepreneurs began to talk about the “new ideas” of the industry.

Redefinition: Breaking Traditional Impressions

“When sharing clothes and buying clothes can arouse people’s beauty, I learned photography and got a picture salon. I asked every employee to be both a designer and a photographer and a fashion editor.” Women’s brand white-collar chairman Miao Hongbing started this forum.

In his opinion, the fashion store is no longer limited to selling clothes, but should be a place to show creativity and deliver dreams. Clothing companies also need to provide consumers with better enjoyment than clothing.

The root of clothing is culture, and the ultimate product is experience. Behind these seemingly “unprofessional” changes is the need for constant escalation.

In the new era, the ever-increasing material and cultural needs and spending power are superimposed. Above the commodities, people expect more expression of the industrial expressions of cultural heritage, life concepts, and aesthetic values. From the manufacturing to the fashion, from the tangible products to the service experience, the garment industry has developed new connotations.

In the name of lifestyle, clothing brand Jiangnan Puyi has started to launch a family line; to increase leisure experience, many designer brands have opened cafes… Looking around, more and more companies are seeking inspiration and growth points from their culture and lifestyle. Consumers find more sense of identity.

If we say that culture “reshapes” the industrial connotation, technology will “define” the mode of production.

“In the new era, garment companies will become data companies.” Xia Guoxin, chairman of womenswear brand Ge Lisi, said at the forum that the personalized production and in-depth interactive production methods are being pushed into the industry, and refined supply and coordinated manufacturing. The shared design has become a new trend. The ability to obtain large quantities of orders is no longer a fundamental measure of the quality of apparel companies.

“Connotation and ‘redefinition’ of production create a multiple development path and broaden the space for development,” Sun Ruizhe, president of China Textile Industry Federation, said at the forum.

Recreating: Reconstructing Industry Logic

Behind the value system is the industrial ecology. Rooted in the manufacturing of China’s garment industry, we cannot abandon our manufacturing advantages. With the upgrading of consumption, more environmentally friendly, more quality, more stylish clothing industry needs to rely on a more modern manufacturing chain. “Creative” manufacturing is emerging.

Many brands started to “add” to the research and development of yarns and fabrics, extending the industrial chain layout. In the manufacturing sector, different trends have emerged. Some brands have begun to “return” to find quality manufacturers in advanced manufacturing clusters such as the Yangtze River Delta and the Pearl River Delta, or simply establish modern, scientific, green, and stylish factories in developed regions.

Song Yuhui, vice president of underwear brand love, said that the core of manufacturing is talent. In the future, a modern factory with smart manufacturing must be the mainstream. The establishment of a fashion factory in the core location, complemented by a full range of supporting measures, will help attract talents to better manage product lines and improve product quality.

On the other hand, the notion of shared collaboration also helps companies “lose” unnecessary links and intensively cultivate efficiency.

“Technology forces turned ‘I am all’ or ‘I am the majority’ into ‘I would like to share the world with you’.” Zhao Shanghao, founder of Chain Shangwang, said at the forum that the emergence of industrial service platforms, collaborative manufacturing systems, etc. With breakthroughs in manufacturing and interest boundaries, companies have more choices and industries have more room. In the past year, the chain has expanded from a platform model to in-depth services, with a turnover of 10.7 billion yuan.

The transformation of downstream channels such as renting rental clothing has made precision supply a “fashion” and “opening up” the niche consumer space; some big data service companies have been born to provide support for smart manufacturing and precision design… From manufacturing to creative manufacturing, Chinese clothing Industry is reshaping industry logic.

Refinding: Seeking New Values

The process of “redefining” and “recreating” is the process of seeking new advantages. In breaking through its boundaries, realizing value extension, and expanding the industrial structure, the new competitiveness of the industry has gradually emerged.

Use integration to create integrated competitiveness. The combination of new retail, new manufacturing and new technologies has created a “multiplication” effect. Some companies stated that the benefits brought by the integration have greatly increased in the proportion of brand development.

Build up the core competitiveness with quality. “Quality is the respect for consumers and the foundation for building a brand. The longer the company goes, the more it should go back to the origin and make the clothes better.” Miao Hongbing said that in the process of high quality development, quality will become a new garment industry. The core competitiveness is also the key to coping with trade uncertainty and consolidating irreplaceability.

Use responsibility to release future competitiveness. “Unbounded innovation is behind the ‘bounded’ rule.” Sun Ruizhe said that social responsibility, inclusive growth and sustainable development practices, the construction of a green supply chain, protection of intellectual property rights and consumer privacy, product liability Both consumer and consumer responsibilities should be strictly followed in the integration process of the apparel industry. This sense of responsibility will bring the advantages of sustainable development to the industry.