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A Series Of Reports On Textile Inner Circulation

2021/7/6 9:55:00 0

　　 Editor's note

　　 At present, the century changes and the century epidemic situation are interwoven and superimposed, and the global instability and uncertainty have increased significantly. The textile industry is still in the stage of deep adjustment and transformation. It is necessary to base on the new goal of China's modernization development and the new pattern of dual cycle development with domestic large cycle as the main body, and take the "14th five year plan" as a new starting point to adapt to the new situation and realize new development.

　　 Internal circulation is becoming an economic hot word. The tide of the times is surging, and "economic internal circulation" is an important strategic choice to deal with the current international and domestic situation. Farewell to the extensive development of the single export-oriented economy, solid internal training, will also become an important opportunity for China's textile and clothing industry to move towards high-quality development.

　　 A wise man is not confused, but a brave man is fearless《 Textile and clothing weekly specially launched a series of columns on "textile internal circulation" to deepen the textile and clothing industry chain, analyze the opportunities and challenges in the "internal circulation", and refine the new development trend of the industry.

　　 The series of reports will invite upstream and downstream enterprises in the industrial chain, such as fiber, fabric, clothing and home textile, as well as industry experts, leaders, distributors, designers, etc., to promote the textile and clothing industry to accelerate the construction of a new development pattern with domestic large cycle as the main body and domestic and international dual cycle promoting each other.

　　 On June 4, the first batch of data of tmall's "618" activity was released. From June 1 to 3, the sales volume of the platform exceeded 20 billion yuan. There is no suspense, a large number of female consumer brands continue to seize the user's mind, and achieved very dazzling sales results.

　　 Why is there no suspense? According to CBN data, China's female consumer market will have exceeded 10 trillion yuan in 2020. Although women have always been the main force in the consumer market, before that, women were spending for their families; In recent years, with the advent of the era of consumption upgrading and the improvement of women's economic and social status, "her economy" has grown rapidly, so women's consumption has entered a new stage - paying more attention to their own needs. In the face of the domestic big cycle, female consumption has become a new driving force for economic development, which can not be ignored.

　　 01 　 Who is she? Data depicting the consumption portrait of Chinese women

　　 Taking chenfan group, the parent company of Xueli Sydney women's wear as an example, after 10 years of historical development, the enterprise now has 15 female consumer brands, such as Xueli (Sydney women's clothing brand), tozmama, etc. 　　

　　 In 2020, the total sales of e-commerce in seven vertical fields of chenfan will reach 5 billion yuan, with a year-on-year increase of 62%. Among them, the annual sales of Xueli women's wear brand exceeded 2 billion yuan, and the performance was very proud. 　　

　　 Who is promoting her economy? Who are the "they" representing the new consumer power? CBN data "report" depicts the portraits of Chinese female consumers with data: more and more women begin to pay attention to the discourse right of their external image. 55% of women make up every day and 64% have more than 10 cosmetics. The purpose of make-up is no longer just to "attract the eyes", but also to help the daily life press the happy open button. Women's clothing style also presents personality and diversified development. Beauty and handsome are no longer antagonistic. Leisure, business and designer styles have become the preference of young women. The new middle class has added trendy and high luxury brands to the wardrobe. The clothing demand brought by the scene difference is also more subdivided, and the consumption heat of festival occasion clothing starts to rise before the specific node. 　　

　　 As a female entrepreneur, well-known e-commerce anchor and female opinion leader, Sydney, who is in real contact with consumers every day, has her own description of Chinese women: "my personal brand and other brands under chenfan are mainly young female consumers aged 18-35. They are good at using social platforms to obtain rich information, and they are independent, Moreover, they have their own unique aesthetics. They are more and more receptive to high customer price products and consumption power. They attach great importance to pleasing themselves. " 　　

Sherie (Zhu Chenhui) chairman of chenfan & Head e-commerce anchor

　　 02 　　 What does she like? National tide and domestic products

　　 According to statistics, the number of clothing enterprises in China is nearly 170000, and the clothing output reaches more than 70 billion pieces, and women's clothing occupies half of the clothing market. In the face of so many brands and such strong competition, how can brands break through? "We know consumers and know what they like," Sydney said. I've stepped into a few moments of social media iteration. We never stop talking to all the girls. " 　　

　　 At present, the most commonly used platform for conversation between Sydney and consumers should be live broadcasting, which is almost non-stop 365 days a year“ I will pay attention to the feedback of consumers on the clothes I recommend in the studio, including our own brands, as well as other brands, such as style, fabric, tailoring and some details. Then I will quickly adjust my brand clothes according to these opinions. " Every day after the broadcast, she and her team will be based on the interaction of the day. To understand consumers, in addition to the accurate way, the more important thing is to rely on diligence. 　　

　　 This year is her 11th year in the clothing industry. When asked what changes have taken place in the consumer market, she affirmatively said: "domestic products and international trends are becoming more and more popular. Before that, China's medium and high-end clothing market was almost occupied by foreign brands. With the improvement of national strength and national cultural confidence, domestic clothing brands will replace foreign clothing brands as the first choice of consumers, which is an irresistible trend. " 　　

　　 For this reason, during 618, Xueli Sydney Cu (China up) Guochao series co branded with more than ten cultural and time-honored IP brands such as China Youth Daily, China aerospace, Renmin Guofeng, Shanghai fine arts film studio, Hu qingyutang, Arctic Ocean, Goubuli, seagull and Beijing daoxiangcun, etc., launched 30 kinds of Cu T-shirts to promote traditional culture, making a second creation of Chinese excellent culture. The series also cooperates with many Chinese new fashion brands and independent designers, artists and calligraphers to explore the trend details of China's time-honored brands and explore the charm of domestic products in the new era.

　　 03 　　 What does she need? Design beauty is not enough

　　 Can a new generation of Chinese female consumers be satisfied only by the design that is in line with the national trend theme? It must not be“ In the "she economy" era, female consumers have higher requirements on aesthetic feeling, quality, technology, environmental protection and other dimensions. 　　

　　 Sydney thinks so. On June 2, chenfan cooperated with Huafu fashion in a 500 mu exclusive cotton field in Xinjiang. The purpose is to use the cotton produced in the newly upgraded Cu (China up) Guochao series this year. "Only by controlling the raw materials can we have more confidence in ensuring the quality of clothing products," she said. Xinjiang is the most important cotton producing area in China, with long cotton fiber, good quality and high yield. We directly purchase from the source, that is, we hope to create better products with better raw materials to meet the needs of consumption upgrading. "

Chen Fan represents Zou Zhe, director of product center, and Chen Liang, deputy general manager of Huafu marketing center

　　 Sydney has long recognized the importance of controlling the supply chain for clothing, and she owes her success to a strong clothing supply chain“ Without manufacturing, the trend can not be realized. It is floating and has no foundation. ". How to provide better products for female consumers through the supply chain has always been a problem for Sydney. 　　

　　 The signing of the exclusive cotton field shows that Sydney has extended its tentacles to a more upstream step, and really starts quality control from the source“ If we want to do it well, cooperation with Huafu is to value Huafu's high-quality cotton raw material resources and excellent cotton processing ability. Huafu not only has high-quality cotton fields, but also has excellent cotton processing and yarn manufacturing capabilities, which can meet the demand of chenfan's brand in a large number, fast and high-quality clothing production. In the future, we will further cooperate with Huafu in cotton raw materials and yarn. " After the signing of the contract, Huafu and chenfan jointly launched the action of "delivering Xinjiang cotton seeds", making seed tags, hanging them on the brand clothing of chenfan, touching the real seeds, and making the support of Xinjiang cotton popular.

　　 Not only that, since 2018, chenfan brand has increasingly focused on the use of fabrics with a sense of technology and functionality. For example, we cooperated with DuPont Sorona and Wanzi technology to develop professional down jacket fabrics; Using German Bayer heat yarn to develop thick denim bottoming sweater. Sydney said that it is necessary for more innovative upstream suppliers to work with enterprises to promote the R & D and application of technological fabrics.

　　 04 　　 What can we offer her? Delicate care and precise products

　　 Chen Liang, deputy general manager of Huafu Fashion Marketing Center, agreed with this. He said that Huafu's goal has always been not only to provide high-quality cotton and yarn to its partners, but also to jointly carry out scientific and technological innovation to provide consumers with products integrating fashion, performance and green. Facing the application of more and more new materials, Huafu believes that pure cotton can also have more possibilities.

　　 This year, Huafu launched a series of breakthrough pure cotton products through pure cotton modification technology, which not only retains the natural attributes of cotton skin friendly comfort and natural environmental protection, but also gives a series of special functions. For example, the brand-new c-dry moisture absorption and quick drying cotton series products adopt the exclusive and innovative method to modify the cotton fiber, endow the cotton with the function of moisture absorption and quick drying and one-way moisture conduction with technology, so that the cotton can quickly volatilize water while retaining the excellent moisture absorption property of the fiber, so that it is comfortable, dry and non sticky in summer. It is the first choice of leisure and sports fabrics. There are also a series of super thermal insulation products, which combine a variety of heating and warming functions, and convert the sunlight, moisture and far-infrared wave emitted by the body into heat energy, wind proof and thermal insulation, so that consumers can wear light, warm and beautiful without freezing.

　　 Chen Liang said that for Huafu fashion, not only female consumers, but also every subdivision field and market segment deserves attention. The products developed by Huafu every quarter will be adjusted according to the development and changes of various factors such as environment and economy“ After the 2020 epidemic, the life style, consumption psychology and behavior of human beings have changed imperceptibly. Huafu began to actively think about what kind of products and services can rebuild the confidence of consumers and customers, and bring them more comfortable and pleasant wearing experience. Through a lot of insight and analysis, we find that global consumers have three demands for fashion textiles: sustainable development, technology empowerment and return to essence. At the beginning of March this year, Huafu, together with famous French color research companies, released ss22 spring and summer popular color trend of "adding color to the world with humanistic care" based on the research of color psychology. And based on the consumer's psychological feelings and application scenarios, the corresponding matching colors, materials, functions and styles are introduced. It is hoped that textile products can help people obtain physiological and psychological comfort and maintain optimism and health. " This concept is recognized by more and more brands in the field of terminal. 　　

Check out the popular colors of spring and summer 2022

　　 Indeed, as chenfan and Huafu have predicted in their actual combat experience that if they want to gain the recognition of consumers in the era of "her economy" and seize the flow and opportunity of women's consumption, sensitive tentacles, delicate care, precise products and systematic supply are the lessons that the textile and garment industry must work hard to study.