The era of "unbounded" in China's garment industry: staking the field to intensive cultivation

From "staking a horse" to "ingesting"

China's garment industry is entering the era of "unbounded"

For a long time, the founder of Uniqlo, Liu Jingzheng, defined Uniqlo as "a technology company" and regarded Apple as a competitor. Today, he no longer emphasizes this concept, redefining Uniqlo as a “lifestyle company” and completely “liberating” the boundaries of the brand.

In recent years, the era of “bricks + cement” in the retail of clothing has evolved into an all-channel marketing era of “bricks + mouse + mobile networks”, and the boundaries between brands and consumers have become “out of time”. No, everywhere, everywhere."

Recently, in the China Fashion Forum with the theme of “No Borders: Space and Logic of Innovation”, industry scholars and entrepreneurs have said that the apparel industry is entering the “unbounded” era in terms of market demand, technology-driven and retail methods.

Sun Ruizhe, president of the China National Textile and Apparel Council, said that under the demand-driven and lifestyle split of “unbounded”, brand enterprises began to accelerate cross-border operations, and the boundaries and spaces of innovation gained unimaginable internal tension.

In the era of "unbounded", some enterprises began to "do addition", research and development of yarns and fabrics, and extended the industrial chain layout; some enterprises began to "do multiplication", integrating retail, manufacturing and technology, and innovation has a large proportion in brand development. Upgrade.

"Technology power will 'I am all' or 'I am the majority' turned into 'I am willing to share the world with you'." Chain Shangwang founder Zhao Junhao said that the industrial service platform, collaborative manufacturing system, etc. Breaking the boundaries of interests, companies have more choices, and the industry has more space.

Under the guidance of this concept, Chanel and Cucci opened coffee shops and restaurants, and the luxury brands Coach and Kate Spade began to get rid of the business model of the main bag. Zhu Danish clothing brand JACK & JONES opened the first offline experience store in Chengdu. The domestic clothing brand Red Bean began to launch unmanned retail stores... Brand operators began to embrace this "unbounded" revolution.

"The 'boundary' innovation is behind the 'bounded' rule." Sun Ruizhe said, social responsibility, inclusive growth and sustainable development practices, the construction of green supply chains, the protection of intellectual property and consumer privacy, product liability And the advocacy of consumer responsibility should be the rules strictly followed by the apparel industry in the process of integration.

“The Chinese garment industry has experienced rapid growth for more than 20 years and has slowed down in recent years. In the era of staking, it was faster than speed and courage; nowadays it requires intensive cultivation, which is more innovative and quality.” Shenzhen Song Lisi Xia Guoxin, chairman of the apparel company, said that with the customization of individualized and deeply interactive production methods in the industry, refined supply, collaborative manufacturing, and shared design have become new trends.

"In the new historical development stage, China's textile and garment industry undergoing continuous transformation and upgrading will surely usher in the 'redefinition' of industrial positioning." Sun Ruizhe said that China's textile industry is entering a new stage of high-quality development, a labor-intensive traditional industry in the past. The impression lock is being removed. The high-quality high-performance fiber, industrial textiles, and high-end intelligent manufacturing are the technology industries represented by clothing brands and home textile brands. The green manufacturing industry that runs through the entire industry chain is becoming a new one. Social cognition, "technology, fashion, green" is becoming a new industry positioning and new label for China's textile and garment industry.

In the past 40 years of reform and opening up, the industrial positioning and industrial attributes of China's textile and garment industry “scientific, fashion, green” have gradually become clear. In 2015, the labor productivity of the textile industry (in terms of total industrial output value) reached 736,000 yuan/person, 41.4 times that of 1978. The textile industry chain can realize the use of independent technology and independent equipment to produce high-quality products independently developed and designed. A batch of fiber independent technologies such as carbon fiber and aramid have broken foreign monopoly and made major breakthroughs. They entered the stage of industrialization, and ultra-high molecular weight polyethylene and other varieties entered the international market. The overall self-sufficiency rate of Chinese textile fabrics exceeds 95%, and the self-sufficiency rate of export apparel fabrics has increased significantly.

“Quality is the respect for consumers and the foundation for brand building. The longer you do business, the more you should return to the original point and get your clothes done.” Miao Hongbing, Chairman of Beijing White Collar Fashion Co., Ltd. said that it is moving towards high quality development. Quality will become the new core competitiveness of the garment industry, and it is also the key to coping with trade uncertainty and consolidating irreplaceability.

Sun Ruizhe said that around the goal of high-quality development, China's textile and garment industry should focus on solving development contradictions, accelerating the “rebalancing” of supply and demand structure, regional development, and industrial income, and solving the problem of large scale and effective supply shortage, strong manufacturing capacity and innovation. The problem of insufficient capacity.

Editor in charge: Gao Wei