Apparel / Textiles & Accessories

Huacheng Import and Export Data Observation reported that at the 2022 Beijing Fashion Week, which ended not long ago, after watching the fashion show of local designers, fashion expert Xu Qi said with emotion that with the growing cultural self-confidence, China's traditional Ruyi, lotus, Qubo, window flower and other classic patterns were used in the show clothing, and traditional culture and modern fashion were mutually reflected, showing the extraordinary strength of China's clothing design.

Chen Dapeng, Vice President of China Textile Industry Federation and President of China Garment Association, said in an exclusive interview with reporters that since the 18th National Congress of the Communist Party of China, China's garment industry has faced a new development environment, promoted high-quality development, greatly improved industrial quality and innovation level, and basically achieved the established goal of becoming a powerful garment manufacturing country. In the future, the general trend of China's transformation from a strong clothing manufacturing country to a strong fashion country will not change.

Original design highlights characteristics

According to the Huacheng Import and Export Data Observation Report, recently, Taipingbird released a new TV commercial. This advertisement is in the form of mini light stage play, connecting the people of Generation Z with the products, and has received great response once it is released.

Taipingbird, an enterprise with a history of 20 years, has focused on the basic logic of the demand of Generation Z since 2015 when it began to transform into a young and trendy enterprise, and has constantly increased its weight in the national trend and led consumption to achieve an efficient breakthrough.

Taipingniao is a microcosm of Chinese fashion, and fashion innovation is the soul of the development of the clothing industry. Chen Dapeng introduced that since the 18th National Congress of the Communist Party of China, China's clothing industry has taken "increasing varieties, improving quality and creating brands" as the starting point, deeply studied the trend and requirements of consumption upgrading, especially the trend of young, fashionable and personalized main consumers, increased product planning, creative design and fashion operation, and focused on improving the fashion experience from wearing scenes, use comfort, fashion aesthetics, ecological environmental protection, natural health, etc, The ability and level of fashion supply have been greatly improved to meet consumer demand in terms of industrial design, fashion creativity, cultural integration, digital consumption, etc.

The fashion value of Chinese clothing is gradually recognized by the international market. According to customs statistics, in the first half of this year, China's clothing exports totaled US $80.17 billion, up 12% year on year, a record high in the same period.

According to the observation report of Huacheng import and export data, as the core ability of fashion development, the fashion creative design ability of the domestic clothing industry has gradually transited from the past simple imitation stage to the independent innovation stage that advocates original design and highlights Chinese characteristics. The cultural carrying and application ability has been significantly improved, and the design talent echelon has been effectively established. At the same time, the collaborative research and release mechanism of popular trends, which is composed of professional institutions, key enterprises, industrial clusters and professional colleges, has taken shape, effectively ensuring the systematic transmission and value transformation of popular trends.

Entering a new era, the development of garment industry ushers in a new space. "The Chinese market is undergoing the world's largest fashion consumption reform and upgrading." Chen Dapeng said that the trend of personalization and fashion is accelerating, especially the confidence of Chinese consumers' culture is growing, which provides a huge market for Chinese clothing enterprises and brand product development, design creativity, model innovation and other all-round innovations.

Sustained scientific and technological innovation

The continuous improvement of fashion ability is inseparable from the enhancement of innovation and application ability of industry technology.

Recently, an Anta show themed "Salute the Winter Olympics" appeared on the stage of Beijing Fashion Week. As an official partner of the Beijing Winter Olympic Games, Anta displayed the new season's hot technology products for the first time at this Beijing Fashion Week, conveying the design concept of breaking the boundaries of sports and life to the outside world.

"Anta adheres to the principle of being professional, and uses the Olympic technology to support all kinds of equipment to bring everyone back to the Winter Olympics. On this basis, we let consumers see Anta's young side through creative clothing in all categories." Zhu Chenye, vice president and chief media officer of Anta, said.

Chen Dapeng said that in the past 10 years, in the face of a new round of industrial revolution, basic research in the clothing industry has become increasingly active, new technologies, new materials and new processes have been applied more widely, and the industry's digital, networked and intelligent transformation has taken the lead in the world.

New functional clothing products emerge in endlessly. The clothes made by 361 Degrees (China) Co., Ltd. with stretch silk cotton polyester stretch undershirt are comfortable, fit, resilient, not easy to pack and deform, and their performance is significantly improved. The yoga clothes produced by Zhejiang Yiwu Dewei Knitted Underwear Co., Ltd. with modified polyamide 66 fabric have the functions of keeping warm and shaping the body, anti-bacterial and deodorant.

Digital and intelligent technology innovation also brings new momentum to the traditional clothing industry. The Internet of Things, sensors, intelligent manufacturing and other technologies required by the clothing industry have developed rapidly, and the level of industrial integration and application has been greatly improved. In particular, a large number of full process automated manufacturing models have been adopted, and intelligent modern factories have been emerging, so as to build a rapid response supply chain and service chain system for the clothing industry, and promote quality, efficiency and power changes, Accelerating the optimization of supply, production and marketing links and improving logistics efficiency provide an important impetus.

Technology is the foundation and innovation is the wing. Chen Dapeng said that in the process of this round of scientific and technological development, China's clothing industry has emerged a number of outstanding enterprises that dare to innovate and develop. For example, Dayang Group has comprehensively entered into intelligent manufacturing, vigorously promoted the deep integration of "industrialization and industrialization", built a production system with multiple varieties, small batches, high quality and quick response, and become a new model for the development of intelligent manufacturing in the industry. Based on the deep application of digital technology, the local cross-border e-commerce SHEIN has created a market system from fashion demand capture to the rapid response of the whole industry, which has made positive exploration for the innovative development of clothing enterprises in the Internet era.

Self owned brand has become the mainstream

Not long ago, Brand Finance, the world's leading third-party enterprise brand evaluation agency, released the list of the top 50 global fashion brand values in 2022. Five Chinese brands, including Anta, Li Ning and Bosiden, were on the list, reflecting the rapid rise of Chinese brands.

Brand is the combination of supply side and demand side. Chen Yehuai, founder of GRACE CHEN brand and CEO of Rose Fashion Design (Shanghai) Co., Ltd., said that the company's goal is to make "Chinese beauty" become "world beauty", create and spread Chinese fashion language and style belonging to the world, establish a school in the world fashion dance, and explore and show the fashion and spiritual outlook of contemporary Chinese women.

High quality development of brands is an important symbol of high-quality development of the industry. According to Tianyan's data, there are more than 22.7 million garment related enterprises in China. China's garment industry, which has a huge industrial base, must be based on the growth and development of a large number of world-class brands to achieve the transformation from a manufacturing power to a fashion power.

Chen Dapeng said that since the 18th National Congress of the Communist Party of China, China's clothing industry has continued to improve the brand cultivation and promotion system, and the market awareness and international influence of its own brands have continued to increase. Brand value has begun to penetrate into the high value-added areas of the world clothing industry value chain, becoming a key force leading the industry's innovative development, transformation and upgrading.

In the domestic clothing market, independent brands have become the mainstream. Chen Dapeng said that independent brands accounted for about 85% of the major domestic large business entity clothing brands. It is particularly noteworthy that a number of clothing brands rich in cultural connotation are rising rapidly. For example, brands with cultural connotation and high face value, represented by the Han clothing craze and the trend of Chinese goods, are developing rapidly; With the increasingly mature quality, design and cultural operation, the original fashion brand has become an important force in clothing consumption, and the proportion of consumption has increased to 15%.

Globally, the international resource allocation ability and internationalization level of China's clothing industry have been significantly improved, and new achievements have been made in the international development.

Chen Dapeng introduced that a number of excellent independent brands such as Zhihe, Yizhihui, Golith and Li Ning have entered the international market, established overseas design institutions, built overseas marketing networks, and built an overseas market operation center. The brand awareness has been constantly improved, and the brand's international image has become increasingly full. At the same time, Chinese clothing brands have also introduced various international intellectual resources to promote industrial integration and innovation through cooperation with internationally renowned design, R&D, brand, management and other institutions. China's excellent clothing brands are making a historic leap from "going global" of products and production capacity to global resource integration and cross-border capital mergers and acquisitions, Huacheng Import and Export Data Observation Report.