Pursuit Of Light And Advance, Collaborative Innovation And Common Promotion Of Development

2020 is destined to be an extraordinary year, and it will also be a year engraved in the history of the world. Under the background of normalization of epidemic prevention and control, fashion industry, which is closely related to people's life, is also facing changes brought about by the epidemic. From 16 to 18 September, 2020 Beijing fashion Summit Forum with "Fashion pursuit: collaborative innovation and development" In Beijing Fangheng fashion center, a number of industry bigwigs were gathered Cloud series sharing 。

The forum is jointly sponsored by the brand office of China Textile Industry Federation, Beijing garment and textile industry association, Beijing fashion Holding Co., Ltd., and Fashion Beijing magazine. It is hosted by Beijing Fashion Week Co., Ltd., and hosted by Beijing Fashion Industry Research Institute, Beijing fashion education platform, and Beijing Zhongzhong fashion culture Communication Co., Ltd It has provided strong support.

　　 Consultant of brand expert committee of Beijing fashion Holding Co., Ltd

Director and professor of former research office of all China Federation of industry and Commerce

Tang Haibin

In 3 days, we can share and enjoy the future. Yang Zhaohua, vice president of China Textile Industry Federation, Wu Li, director of Beijing Fashion Week Organizing Committee, President of Beijing garment and textile industry association, Secretary of the Party committee and chairman of Beijing fashion Holding Co., Ltd., delivered speeches at the meeting. Guests from well-known enterprise groups such as Jingdong, Beitiao, Beijing square, Yunxiang culture, Yiwen, and split silk brought fashion and wisdom sharing. The meeting was presided over by Tang Haibin, consultant of brand expert committee of Beijing fashion Holding Co., Ltd., former research office director and professor of all China Federation of industry and commerce.

　　 Vice president of China Textile Industry Federation

Yang Zhaohua

Yang Zhaohua, vice president of China Textile Industry Federation, shared three aspects of "digital retail, consumption driven and supply chain innovation" in his speech on the 16th. He pointed out that digital retail has given birth to new competitive advantages and new growth space, and will become an important driving force for China's textile and clothing industry to stimulate domestic demand under the new development pattern. Secondly, grasping the consumption trend is an important prerequisite to stimulate the domestic demand market, and supply chain collaborative innovation is also an important force to speed up the construction of "double cycle" industry. Finally, he said that the fashion development of China's textile and garment industry is a systematic project, which needs creative support, scientific and technological assistance, cultural guidance, and brand driving, so as to promote the intelligent development of fashion industry with digitization, promote new supply with new consumption, and constantly meet people's new expectations for a better life.

　　 Director of organizing committee of Beijing Fashion Week 2020

President of Beijing garment and Textile Industry Association

Secretary of the Party committee of Beijing fashion Holding Co., Ltd

Wu Li

Wu Li also said in his speech that at present, the digital advantages of retail channels are obvious. We should have insight into the consumption trend, grasp the market opportunities, cooperate with the supply chain innovation, promote the overall development of the industry, give full play to the capital's profound cultural heritage and industrial resources gathering advantages, focus on the strategic positioning of the "four centers" of the capital, and adhere to the "scientific and technological innovation, cultural self-confidence" Concept, stimulate innovation and creativity, and promote brand competitiveness.

Layout digital retail and cultivate new driving force of channels

On the first day of the cloud sharing meeting, focusing on the theme of "layout digital retail and cultivating new channel momentum", Xing Qian, head of women's clothing department of fashion department of Jingdong retail group's fashion home platform business group, shared digital marketing, omni-channel marketing and smart supply chain around Jingdong fashion digital matrix system, In this paper, local experience and suggestions on one-stop brand marketing solutions, how to meet consumers' multi-channel shopping needs and data-driven business development are presented.

In his speech, Zhang Yingchao, manager of the Promotion Department of Beijing square, explained how the old brands could continuously rejuvenate and become a hot spot in the industry by creating strategic alliances and diversified activities. At the same time, he also shared the application of digital technologies such as 5g live broadcast, big data and AR technology in commercial real estate operation.

The layout of digital retail, the cultivation of new channel driving force, digital technology to empower the fashion industry, the birth of new competitive advantages, new growth space and new value creation form. In the tide of digital transformation, the crisis frightens the weak and encourages the strong. New business opportunities will not be injected into the market with new business opportunities.

　　 Identifying consumption opportunities and driving new market cycle

In 2020, under the background of normalization of epidemic prevention and control, the consumer market is becoming more and more rational. The fashion development of China's textile and garment industry urgently needs creative support, technological assistance, cultural guidance and brand driving. In order to attract consumers' attention and stimulate consumer demand, brands must be innovative, regain value and rethink their broader business mission.

In the cloud sharing on the 17th, centering on the theme of "identifying consumption opportunities and driving a new market cycle", the sharing guests revealed that from the flow operation to the consumer operation, and then to the category operation and development of strategic groups, the consumer centered brand digital operation mechanism and system is deeply affecting the concept and method of brand marketing.

Wang Dongxue, the founder of Hangzhou Yunxiang culture media Co., Ltd., shared her experience in fashion industry from the perspective of e-commerce live broadcasting, with the theme of "consumer centered brand digital operation thinking". Three months after its establishment, the company achieved a monthly sales of 17 million yuan for a single store and 50 million yuan for four stores. She put forward, "live broadcasting is not an industry in fact. My understanding of live broadcasting is a tool." Focusing on the insight that live broadcasting is a kind of tool, we share it from three aspects: insight, consumption upgrading and user thinking, which vividly interprets the change, elimination, improvement and innovation of e-commerce live broadcast on the cost structure, intermediate links, decision-making efficiency and user experience of fashion industry.

Then, focusing on "super flow empowering brand, giving full play to marketing imagination", Wang Yanni, senior operation manager of byte jump, shared three aspects of "national level" short video platform, understanding tremor clothing industry, and new opportunities of online marketing in clothing industry. Through real cases, she showed the brand-new marketing phenomenon caused by super flow and super incubation of short video on commercial marketing The role of chemical device and the upgrading of consumption demand behind the phenomenon. She said that in the current new consumption era, we should open our minds and give full play to the marketing imagination of all-round, all-round and full scene.

People's requirements for a better life are constantly improving. Quality, personalization, diversification and greening have become the trend of contemporary fashion consumption. With the help of digital technology, insight into consumer demand and identify market opportunities is an important prerequisite for expanding domestic demand and promoting domestic economic cycle. Looking at the essence through changes, the haze of the epidemic will eventually disappear. Fashion brands focusing on the future will certainly open up new marketing models, surpass the tradition, identify opportunities, respond to the crisis, and reshape growth competitiveness.

　 Innovation of enabling supply chain and construction of new value ecology

At present, digital transformation is gradually infiltrating into all aspects of the industrial chain. The cloud sharing meeting held on 18 November focused on "enabling supply chain innovation and building a new value ecology". Guo Xiangyu, vice president of Yiwen enterprise group, CDO of Beijing split silk Co., Ltd. and Chen Jinsong, vice president of Xinwu science and Technology Co., Ltd., brought special topics to share. They analyzed how to use innovative enabling brands to realize the continuous appreciation of consumer assets in the whole area and all links, activate time-honored brands with fashion design ideas, and develop original designs with Chinese excellent traditional culture labels and Beijing elements.

Focusing on the theme of "enabling supply chain innovation and building a new value ecology", Guo Xiangyu, vice president of Yiwen enterprise group, shared his important thoughts on supply chain innovation. He mentioned that the domestic consumer market is still strong, and China's textile and garment industry is a high-frequency and rigid demand industry. He hoped that colleagues in the industry would be full of hope and confidence. Taking Yiwen as an example, he described the changes of Yiwen's mind from facing difficulties to meeting difficulties, from model innovation to management innovation, and from financial curve to value curve. As a Beijing enterprise, Guo Xiangyu also put forward his own views and ideas on the background of building Beijing Cultural Center and building Beijing fashion capital. Beijing is the ancient capital of Five Dynasties, with profound cultural and historical heritage. His attitude towards culture and inheritance can be summed up in a sentence: "let the city understand the mountains, let the future understand the past, let the world understand China.".

On the topic of "deep collaboration of digital driven supply chain", CDO of Beijing split silk Co., Ltd. and Chen Jinsong, vice president of Xinwu science and Technology Co., Ltd., respectively shared the local status quo of the current self split silk brand supply chain system from three aspects: the digitalization status of the supply chain, the change of brand business environment, and the multi center collaborative intelligent supply chain. He proposed that commodity planning, commodity operation and design and manufacturing should be integrated to manage the supply chain from the perspective of large commodity circulation. He believes that in the future, a supply chain from the perspective of a large commodity cycle should be combined with the operation process of the whole set of commodities, such as goods on the shelf, distribution, timely replenishment and the optimization of the whole goods. The combination of product supply chain and commodity operation is the direction of collaborative development of the supply chain in the future. He believes that this will be the future of large supply chain collaboration, and data will also develop in the direction of large supply chain collaboration.

In three days, the leaders and leading enterprises of the fashion industry and the leading enterprise groups from the digital field have brought the digital innovation vision of retail, consumption and supply chain for the rapid and stable construction of Beijing fashion city. Beijing's construction of fashion city will focus on Beijing's "four centers" strategic positioning, focus on the two central points of culture and technological innovation, integrate relevant resources, promote the deep integration of fashion design and high-tech industries, create an open source and inclusive environment in culture, express "fashion culture" with modern context, and promote fashion industry to intelligent with digital technology We are moving forward. (reporter Jiao Yanling)