Yuanverse flagship store, factory partners…see how the clothing industry moves toward “newness”
Xinhua News Agency, Beijing, March 23, headline: Yuanshi flagship store, factory partners…see how the clothing industry moves toward “newness”
Xinhua News Agency reporter Zhang Xinxin
“We need to reimagine our business, re-evaluate our value chain, and reconnect with our customers.” At the 2023 China Apparel Forum held in Beijing recently, a word from a practitioner expressed the current status of the apparel industry .
From online e-commerce, live video, to the Yuanverse flagship store, channels are changing at an accelerated pace; from flexible manufacturing, personalized customization, to factory partners, the production logic continues subversion. Using new technologies, new models, and new concepts to respond to challenges and tap markets, the apparel industry is moving toward “newness.”
New technologies, technology and brands “go in both directions”
“I have been traveling continuously since the first day of the Lunar New Year with almost no interruption. Some technological developments in the industry during this period make me feel like I am being ‘chased’.” 2023 China Clothing Forum, Lingdi Technology Style3D Founder Liu Chen lamented in his speech that he had a “feeling of seizing the day.”
Technological changes are changing rapidly. For the clothing industry, it is not only necessary to keep up with the trend, but also to make good use of technological value in the process to empower products and serve users.
This is a “two-way rush” between technology and brand. During the forum, Zhang Rongming, chairman of Aimer Group, shared his test of the “Yuanverse Flagship Store”. The “flagship store” of this virtual community is divided into display areas, product areas, rest areas and other spaces, and has panoramic product modeling and virtual try-on experiences. Not long ago, Aimu “moved” the cultural exhibition of the brand museum into the metaverse space. Zhang Rongming believes that integrating digital technology into brand building will help establish closer connections with young consumers.
Where the traffic is, the users are there. Today, digital communities, live video broadcasts and other forms have become “gathering places” for users, especially young users, and brands must also step into the “beat.” Tianyancha data shows that as of now, there are more than 3,120 Yuanverse-related companies in my country, of which more than 240 will be newly registered in 2022.
Generate 3D digital clothing on the Internet, shorten the market feedback cycle, and improve the efficiency of developing “hot items”; try digital virtual images, and adopt a “virtual + reality” model for fashion releases… Seize and adapt to channel changes , clothing companies continue to explore in practice.
“This is a period of conversion of old and new driving forces in the apparel industry, a period of transformation of development models, and a period of transformation of consumer demand.” Sun Ruizhe, President of China Textile Industry Federation, said at the forum He said that through digital technology, the clothing industry continues to tap its own momentum to achieve empowerment, intelligence, and value.
New model, pursuing synergy of industrial chain and supply chain
March is the peak production season for the textile and garment industry. In Zibo, Shandong, a new production line developed by Lutai Textile Co., Ltd. for Jingdong Manufacturing has been put into operation. “The platform’s big data can provide timely feedback on user needs and guide factories to gain a more comprehensive understanding of the market.” The relevant person in charge of the company told reporters that a shirt jointly developed by Jingdong Tokyo Manufacturing and Luthai through the C2M model ranks among the top in sales of similar products. Using platform channels to directly connect production and sales, it provides assistance for enterprises to open up domestic sales markets.
Let more Internet platforms, channel providers, and suppliers become partners and build the supply chain into a value chain. The concept of “factory partner” is becoming popular in the clothing industry.
A practitioner told reporters that products, prices, and services are the three major factors that consumers are most concerned about. Open up the upstream and downstream, coordinate the supply chain, and use better products, more appropriate prices, and better services as the yardstick. , more and more manufacturers are establishing “factory partners” in the ecosystem.
Products are known to whom and where to sell them on the production line, which is called “not put into storage”. From “inventory rate” to “non-inventory rate”, the change in indicators also reflects the changes in the production logic of the garment industry.
Through the industrial Internet, every piece of clothing and fabric has an “ID card”, and flexible manufacturing is more widely popularized; consumption data is imported to capture potential demand, and more and more manufacturers are focusing on user experience…
“While solidly promoting the upgrading of the industrial foundation and the modernization of the industrial chain, we must fully unleash the amplifying, superimposing and multiplying effects of digital technology on industry development, so that technological innovation This key variable has become the largest increase in industrial development.” said Chen Dapeng, President of the China Garment Association.
New concept, more sustainable and more environmental protection
With the superposition of increasingly rich material and cultural needs and consumption upgrades, on top of commodities, people are looking forward to more industrial expressions that highlight cultural heritage, life concepts, and aesthetic values.
“Create the core of the brand with cultural confidence and transform cultural confidence into brand confidence” “Continue to create clothing that meets consumer needs and meet lifestyle and aesthetic changes” “Strengthen the integration of oriental aesthetics in products””Memory fusion, resource conversion and market application”… In the forum, using new concepts to create brand culture is a common sentiment shared by many practitioners.
Excavate more space in green development. Anta has launched sweatshirt products using biodegradable polyester fiber as environmentally friendly materials, Jiangnan Buyi has launched the “Making the Most of Cloth” project, and clothing brands such as Aimer are building factories that use clean energy… More and more companies are investing in materials, Green concepts are implemented in design, production, sales, recycling and other aspects to carry out low-carbon transformation.
The reporter learned from the Ministry of Industry and Information Technology that digitalization has launched the “three-product” action to help the consumer goods industry. It clearly encourages the development and application of key energy-saving and consumption-reducing technologies and green and low-carbon products, deepens the digital application of product R&D, design and production and manufacturing processes, and actively expands green consumption scene.
“The industry must adhere to long-termism and do the right things with a dedicated attitude.” Chen Dapeng said that the China Garment Association will promote the practice of sustainable fashion and promote the construction of a responsible industrial ecosystem and green supply chain system.
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