Original title: National style clothing welcomes good development opportunities
Liu Jin
Improve quality and stabilize the foundation for development;
Cultivate talents and enhance design capabilities;
Technological innovation promotes transformation and upgrading;
Strengthens and solidifies the chain and optimizes the industrial ecology.
During the May Day holiday that just passed, the "traffic" of Hanfu was once again transformed into the "retention" of cultural tourism. Since the beginning of this year, from "New Year's greetings clothes" to "outing clothes" to Chinese graduation clothes, national style clothing has continued to heat up and has become the first choice for young people to wear ceremonial clothes. The "national style" is blowing hard, and China's garment industry is facing good opportunities. How can it ride on the wind?
What is national style clothing? National style costumes are modern costumes that reflect traditional Chinese costume culture, have traditional Chinese elements, and have certain conformity in shape.
National style clothing has become a new track in the clothing industry. In the first quarter of this year, in Caoxian County, Shandong Province, which regards Hanfu as a featured industry, online sales of Hanfu reached 1.98 billion yuan, a year-on-year increase of 90.75%. However, the rapidly growing national style clothing also faces growing pains. The products on the market are of mixed styles and quality, and many consumers complain about them. How to inherit and innovate traditional clothing culture and let national style clothing better enter life requires the clothing industry and enterprises to take action.
We must start by improving quality and stabilize the foundation for development. Currently, the return rate of Chinese-style clothing is relatively high. The main reason is that some pirate merchants have "wrong goods" and use the pictures of genuine merchants, but do not use the same fabrics and craftsmanship, resulting in a huge psychological gap among consumers after receiving the goods. In fact, no matter how the market changes, consumers’ basic needs for product quality will not change. After all, brand influence must be accumulated by improving quality, otherwise it will not stand the test of time.
We must start by cultivating talents and improve design capabilities. National style clothing is the inheritance and innovation of traditional Chinese culture. It should highlight traditional aesthetics and fit in with modern life. Nowadays, there are problems in the market such as insufficient original design capabilities and the prevalence of plagiarism and counterfeiting. It is necessary to increase the training of design talents, deeply explore the connotation of Chinese traditional culture, improve various national style clothing design capabilities such as fabrics, colors, techniques, and structures, as well as digital fashion design capabilities, and explore more new expressions of traditional culture. At the same time, relevant industry organizations can guide the formation of new national fashion by holding fashion trend releases, theme exhibitions, high-end forums, professional events and other activities.
We must start with technological innovation to promote transformation and upgrading. As a segment of the apparel industry, Guofeng Apparel must not only consolidate its leading position in traditional advantageous industries, but also create new industries with competitive advantages. At present, some companies have used e-commerce live streaming platforms to transform the traditional model of "sitting in stores and waiting for customers", and have used digital technology to fully investigate user consumption characteristics and launch "hot-selling" customized products to align with new demands. Relevant industrial clusters and enterprises should leverage the mature domestic apparel industry chain, increase the application and innovation of digital and AI technologies, and achieve quality improvement with the help of technological empowerment.A leap in improvement and efficiency.
We must start with strong and solid links to optimize the industrial ecology. Due to the rapid development of national-style clothing, many national-style jacquard fabrics and clothing accessories are in short supply, and product development and post-production have been affected. Enterprises in the national style clothing industry chain should strengthen the planning and layout of the industry chain, increase the support and guarantee of resources, technology, and equipment, and strengthen in-depth exchanges and complementary advantages between upstream, midstream, and downstream, large and medium-sized enterprises, and promote the transformation and upgrading of the industry towards branding. .
In the context of a prosperous country and national rejuvenation, the popularity of national-style clothing is expected to rise further in the future, and the market will become increasingly mature. I believe that over time, those national-style clothing brand companies with real vitality, creativity and durability will stand at the forefront and shoulder the important task of inheriting and innovating Chinese traditional culture. (Liu Jin)
Source: Economic Daily
