With the improvement of living standards, consumers' demand for textile and garment products is no longer just at the practical level, but towards the direction of quality, diversification and youthfulness. This change has brought a broad market space for textile and garment enterprises, but it has also brought new challenges. In the face of new trends and changes in the market, how to accelerate the pace of innovation and continuously introduce new products to meet the needs of the consumer market has become a new proposition for enterprise development.
Tell the story of the national tide well
After the Spring Festival Gala in the Year of the Dragon, "Hanfu" and "New Chinese" dressing continued to heat up. Data shows that during this year's Douyin Mall Good Things New Year Festival, the sales of new Chinese clothing increased by more than 21 times year-on-year. Since January, searches for "new Chinese" and "Song Jin" on Taobao have increased by 683% and 2,058%, respectively, month-on-month.
The "national tide" and "new Chinese style" have driven new consumption, and also attracted many enterprises to enter the game to catch up with the "tide". At the beginning of this year, adidas released the "Centennial Art Masters Joint Series", inspired by the classic works of Qi Baishi, Zhang Daqian, and Li Keran, three Chinese art masters, "Autumn Cicada Picture", "Splashed Ink Landscape Painting" and "Ten Thousand Mountains Red All Over", and launched a variety of "Chinese trendy" items. Jiangsu Huarui Fashion Group Co., Ltd. created the Lagu Valley brand for young people, integrating Dunhuang elements and elements of the Classic of Mountains and Seas into the clothing design to explore the new inspiration of the national tide. Jiangsu Xinxuezhu Garment Co., Ltd. launched the "Xuezhu Shangpin" brand and laid out the Hanfu custom track.
"The new Chinese clothing market will get bigger and bigger. Wang Qingbo, a designer of Luodian brocade, said that many newlyweds now choose to wear Chinese dresses when they get married, and some parents choose to wear horse-faced skirts instead of cheongsams at their children's graduation ceremonies, and the application scenarios of new Chinese dresses will become more and more extensive in the future. This requires textile and apparel companies to accelerate the pace of product innovation to meet the changing needs of consumers.
Yang Liping, business manager of Totem Sporting Goods (Hubei) Co., Ltd., introduced that the company uses AI (artificial intelligence) technology to skillfully apply Chinese elements to the field of sportswear and leisure. A customer from Fujian placed an order for 600 pieces of "Guochaofeng" printed T-shirts at one time.
The change of consumption concept and lifestyle has made consumers' requirements for clothing products more diversified. They not only pay attention to the basic functions of the product, but also pay more attention to the quality and experience of the product. From design and fabrics to functionality, consumers want to find the product that best suits their needs.
In addition to the use of new production methods, some traditional enterprises are also based on their own characteristics, improve new products, open up new positions.
"At the peak of production, our daily output of buttons reached more than 8 million, and at present, the town has developed nearly 3,000 new national style buttons. Gao Qian, executive vice president of the Qiaotou Button Chamber of Commerce, introduced that in Qiaotou Town, Yongjia County, Zhejiang, the "Chinese button capital" in Zhejiang Province, the Chinese buttons matched with the national style element clothing are also "hot".
Innovation keeps pace with the times
With the changes in consumer demand and innovation that keeps pace with the times, many brands have "gone out of the circle" and "expanded the circle".
The wool industry is the pillar industry of Dalang, Guangdong. More than 30 wool weaving enterprises in Dalang recently brought more than 100 preferred products to Shanghai, including anti-pilling modal core-spun yarn, volcanic rock heating yarn, ice soft air-conditioning yarn, and hand-embroidered brushed fabrics made of alpaca. These products show the R&D and innovation achievements of Dalang woolen industry from the source of yarn from the aspects of new materials, new processes and new patterns. In the retail market, the woolen products produced by Dalang are sought after by many consumers.
With the change of consumption concept and lifestyle, consumers are no longer satisfied with the pure practicality of textile and garment products, but also pay more and more attention to the quality and experience of products, and put forward higher requirements for the design, fabric and functionality of textile and garment products, hoping to be "greener and safer to use" and "more comfortable and healthy to wear".
"A simple piece of underwear must also meet the needs of consumers for health, which is a 'new concept' given by the market." Sun Weimin, sales manager of Changsha Yintian Textile Technology Co., Ltd., told the "China Textile News" reporter that this year, health intimate products such as Zhudaier Laika underwear, bio-based warm clothing, and cool antibacterial summer cool underwear are becoming more and more popular, and driving traditional knitted underwear manufacturers to continue to expand the category boundary. In this context, the upstream and downstream of the textile industry chain keep pace with the times, innovation and integration, and will become the main theme leading the development of the industry. This kind of integration and innovation not only means the integration of products, but also the integration of each link and chain, forming an ecosystem of multi-party linkage, mutual empowerment and sustainable development.
Hardcore technology blessing
Enterprises to catch up with the "tide" must have both soft power and hard technology.
The reporter learned in an interview a few days ago that there has been a new breakthrough in knitting fashion. With the increasing attention of enterprises to the environmental protection of products, the market of machine-washable anti-pilling knitting products has gradually been paid attention to by more and more enterprises.
Hangzhou Hongmei Garment Co., Ltd. R & D and production of long-brushed cashmere, woolen sweater new products, with excellent quality, by customers trust. Wu Yong, the company's business manager, pointed to the clothes on his body and said: "I have been wearing this for 3 years, and it doesn't pill at all." According to reports, the company has introduced Japan's top cashmere wool brushing equipment and technology. Ordinary cashmere sweaters only need about half an hour to wash, but this technology washes for up to 8 hours, and the sweater is very soft and comfortable on the upper body, and there will be no pilling.
Dongguan Henglai Garment Co., Ltd. (hereinafter referred to as "Henglai Garment") has developed a machine-washable anti-pilling cashmere sweater, showing the achievements of technological innovation in the cashmere industry. "Only by increasing technology research and development efforts and making continuous breakthroughs in new materials and new processes can enterprises better promote the development of the industry. According to the person in charge of Henglai clothing, the company selects high-quality raw materials, continuously improves the process, and develops a machine-washable anti-pilling cashmere sweater, which can maintain the texture and not deformation on the basis of maintaining the characteristics of cashmere comfortable and soft, light and warm. In addition to technological innovation, Henglai clothing also accurately grasps the fashion trend, and its products have been exported to the United Kingdom, the United States, Australia and other countries.
Wu Yingjie, general manager of Zhejiang Sunair Garment Co., Ltd., believes that the use of the best raw materials in production is the basis for ensuring the production of high-quality sweaters. The company has newly developed a series of products such as machine-washable wool and imported triacetic acid.
"We have developed a breakthrough silk knit product. This product not only has the functional advantages of mulberry silk itself, but also has a richer amino acid content in sericin, and can be machine washed, with better fiber resilience and fluffiness, which can be applied in all seasons. Lv Juanfeng, manager of the business department of Tongxiang Jiayu Fashion Co., Ltd., said that many buyers are interested in products such as knitted silk that subvert the traditional application of mulberry silk.
Under the consumption boom, all kinds of "national tide" and "new Chinese" products have become the common force of textile and garment enterprises.
Written by reporter Wang Danyang
Editor / Marry