Last year, I proposed that "serving the people is the mission of the Chinese textile and garment industry." Today, I would like to say to everyone: "The Chinese textile and garment industry should develop in Germany, Chile, China, and the United States." "Germany" represents the responsibility-oriented green industry. "Intelligence" is embodied in the innovation-driven science and technology industry. "Body" means to create a technology-intensive manufacturing industry. "Beauty" is expressed as a culture-led fashion industry.
Responsibility is an inevitable choice for the industry to establish a good image. It is an ethical highland that the industry must promote in its trinity of social responsibility of “people-oriented, environment-friendly, and fair competitionâ€. Fashion is the personalized mark for the future development of the industry and it is the leading consumer trend. The strategic extension that must be carried out to enhance cultural self-confidence; science and technology are the first impetus to lead the industry's future development, and are the strategic commanding heights for the transformation and upgrading of the industry; manufacturing is the foundation for the sustainable development of the industry in the future, and it is to strengthen the status of the pillar and promote the society. Harmony must be a solid strategic foundation.
Germany, Chile, the United States, and the United States are not completely independent, but are full of infinite possibilities of cross-border integration and value symbiosis - to achieve sustainable development of the industry and reshape the industry's social image.
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The theme of this year's China Apparel Forum is "Rebranding: People-oriented integration and innovation". I take this opportunity to interpret it from two dimensions and discuss with everyone.
The first dimension: "Why remodel?"
In a word, the times have changed.
The sluggish growth of the world economy continues, with major economic policy trends and spillover effects increasing. At the same time as globalization continues to deepen, there is a disconnection between various countries. It has been described by the academic community as a "butterfly defect," and the trend of "anti-globalization" trends of thought and protectionism has risen, social operating risks have intensified, and regional conflicts have frequently occurred.
Accompanied by the operating characteristics of China's textile and garment industry in the “complex growth†in the new period, it shows: the development trend, the stability of the word; the growth rate, tends to be flat; the development of kinetic energy, new ideas are repeated; transformation and upgrading, a huge challenge The four overall characteristics.
On the one hand, the growth rate of industrial added value, the growth rate of main business income, the growth of total profit, and the growth rate of fixed asset investment slowed down in 2016, and the market pressure was prominent.
On the other hand, it is the “positive energy†shown in the slowdown of growth. First, the annual sales profit ratio of the apparel and home textile industries reached 5.8% and 6.2%, respectively, which was higher than the industry average, indicating that quality improvement and brand building achieved results. The second is that materials technology, smart manufacturing, green manufacturing and other technologies complement each other and become an important force for industrial change. Third, new economic forms such as scene economy, entertainment economy, and sharing economy are constantly enriching the value creation mode of the industry.
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From the meso level, the world is presenting a composite feature of "atomization" and "bitification."
Nicholas Negroponte of the MIT Media Lab divides the world into two parts: the bit world and the atomic world. In the future, the combination of “atomization†and “bitification†will also become a distinctive feature of the Chinese textile and apparel industry.
On the one hand, artificial intelligence, new energy vehicles, AR augmented reality and VR simulation reality, the development of technology has made the Internet an infrastructure, forming a new living infrastructure, and evoking revolutionary changes in traditional production methods, exchange methods, and lifestyles. The scene economy combines VR technology with fashion shows, e-commerce, and tailored clothing to create an interactive system and a more immersive user experience, increase business flow, enhance consumer experience to create value, and entertainment economy to make consumer demand for products useful. It extends to interesting, online red economy, smart clothing, C2B model, etc., to create demand by increasing interest; sharing economy realizes the reuse of idle resources by sharing products, sharing production capacity, and sharing creativity.
On the other hand, the return to the real world of physics has become a simple "basic consciousness" in the changing world of "squandering flowers for attractive eyes." In the context of industry, the return to the value of the real economy and physical channels in the manufacturing industry is becoming a common voice and trend. The new production methods and new business models are accelerating their adaptation to the new lifestyle and consumer culture.
At the micro level, the rise of individualization and new consumer trends have brought great challenges to the brand.
On the one hand, many once-famous brands are losing their potential. The glories of the past have made it difficult for today's consumers to yearn out and strategic opportunities have been lost. On the other hand, many traditional brands have lost their voices, consumers have turned a deaf ear, and they lack the current competitiveness. The entrance has changed. This is the most obvious feeling of the company. It is not a small change in the conventional sense, but a profound change in the deep structure. The rapid rise of social media has strongly occupied people's fragmentation time and subverted the production, consumption and dissemination of information transmission methods and even all commodities. The subculture breaks down the wall of the dimension and breaks into reality. It is based on the multiple interests of idols and animations and derives the long-tailed business of rising. The mighty middle class army has expanded rapidly and the wave of quality upgrades has surged.
It can be seen that the old order, thinking, and experience began to be broken and gradually disintegrated. The once successful advantages and models have been insufficient to support the company's continued growth. In an environment that is rapidly changing, deeply connected, and full of uncertainty, it is necessary to “change to change†to find new momentum and inject new vitality.
What follows is the second dimension to share with everyone: “How to reshape?â€.
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The theme of this forum was given a reference answer, "People-oriented fusion innovation."
First, how to understand "people-oriented"?
The first level of meaning is: "consumer-oriented."
Need to put the brand focus on the "person", the ancient politician Guan Zhong in the "Pipe" put forward the "people-oriented" idea. The Book of Scripture, which is named after the Book of Songs, says: "The people are the state and Ben Bong Ning." The people, in ancient Chinese, mean civilians. In the commercial society, its most direct expression carrier is "consumer." "People-oriented" is essentially "consumer"-oriented. This requires us to gradually establish a consumer-oriented thinking model that changes in real time to meet the needs of consumers. For meticulous insights into human nature and life style, knowing where consumers are, and immersing themselves in their time and space, language, writing, behavior and even emotions, changing “production-oriented†to “demand-oriented†in the consumer In the increasingly personalized and diversified context, it leads product research and development and business model innovation. By fostering “empathy†and “empathyâ€, it creates new values ​​that connect with consumers.
The second layer is: "Talent-based."
In order to welcome the industrial revolution and promote industrial upgrading, it is the changes in the view of talent. No matter how advanced the technology is, it cannot replace human wisdom. Instead, it is a greater test of human wisdom and self-iterations of innovative genes. Efforts in market innovation are certainly valuable, but actions that promote thinking creativity and enhance the aesthetic taste of design can achieve real catch-up. "People-oriented" cannot be alienated into "human-based cost", but through the creation of human value, realize "taking talent as capital" to help the entire industry to extend to high added value.
From the industry point of view, the actual performance is impressive:
First, in 2015, the per capita main business income of textile and garment enterprises above designated size reached 720,000 yuan, an increase of 41% over 2011, while the main business income of industrial enterprises above designated size increased by 24% over the same period. In 2015, the per capita profit of textile and garment enterprises above designated size increased by 26% compared with 2010, while the per capita profit of industrial enterprises above designated size increased by only 1.1% over the same period.
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Second, technological evolution brings new opportunities. The development of materials technology represented by high-quality, high-performance, and bio-based fiber technology has promoted the improvement of product quality and variety; smart manufacturing has brought about a significant increase in industrial production efficiency and manufacturing flexibility. The intelligent spinning production line for cotton spinning has been automated. Fully-formed knitting production lines, printing and dyeing online detection automatic distribution systems, chemical fiber automatic packaging, garment intelligent storage systems, etc. have been applied; green manufacturing has promoted the efficient use of resources and environment, and the knitted fabrics have undergone breakthroughs in flat dyeing and finishing and high-speed digital printing.
These two facts indicate that the pace of transformation and upgrading of China's textile and garment industry is accelerating, the proportion of advanced technology and equipment used in the industry is continuously increasing, labor productivity is gradually increasing, and the quality of operations is continuously improving. The signal that extends from this is: In the future, with the substitution of machines for people's simple labor, China's textile and garment industry will usher in the era of “complex labor†value creation. Concomitantly, China's textile and garment industry will gradually get rid of the simple “labor-intensive†traditional characterization, and in addition to maintaining the status of an important civilian production industry, it will also become a “talent highland†in the national economic system. In the future, not only creative design talents, marketing talents, and management talents, but also high-skilled, professional, and professional-skilled talents will become an indispensable valuable asset for the transformation and promotion of China's textile industry.
The third layer of meaning: "Entrepreneur-oriented."
The government work report this year pointed out: "Encourage and protect entrepreneurship." Peter Drucker also said: "We need an entrepreneurial society." What is an entrepreneur? Entrepreneurs are those who dare to take risks and responsibilities, start and lead a business. What is entrepreneurship? The core nature of entrepreneurship is innovation - turning "change" into "opportunity" and "risk" into "brilliantness."
Since the reform and opening up, the Chinese apparel industry has had a group of outstanding entrepreneurs with innovative ideas and responsibilities. Here, I also want to pay tribute to all entrepreneurs. It is your presence that makes the Chinese garment industry no matter how many troughs it has experienced. With ebb and flow, we have welcomed a new fashion spring time again and again, ushering in the "beautiful economy". In the future, I also sincerely hope that you can better convey this kind of entrepreneurial spirit to the industry, create a balance between economic benefits and social benefits, and look at the stars and the down-to-earth field. Between, continue to inject vigorous energy for the development of the industry!
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Second, how to understand "integration innovation"?
Under the new situation, innovation has become an important driving force for the transformation and upgrading of the industry. The key question is how to innovate? We all know that the emergence of every disruptive technology will promote the replacement of old and new species in the commercial ecosystem. At the same time, we may not be so fortunate. Every time we have a subversive and shocking. Countless "micro-innovations" are exactly the new normal of current industry development. How to effectively use these "micro-innovations" to make them an effective lever to trigger outbreaks? We need to effectively integrate, gather sand and towers, effectively link, nurture ecology, and complement each other's values.
This is the "integration of innovation" - companies must continue to open up, connect with each other, and evolve into an open, diverse, competitive, self-driven organization. In other words, we must move from a closed enterprise chain to an open value network and from a single centralism to a multidimensional view of cooperation.
Convergence is becoming an important source of competitive advantage in the industry, mainly in three areas:
First, new retail: integration between online and offline.
The world is moving from "material consumption" to an era that is compatible with "spiritual consumption," that is, from the consumption of products to the consumption of a compatible amount of time. What we need to do is to reshape the consumer experience and create “closed loops of loyalty†so that brands become the cultural behaviors and popular settlements that people actively pursue. Online and offline, they can all increase their viscosity and thus grab consumers’ time.
In this process, effectively designing and balancing online and offline group dislocations and traffic conversions will be effective for “new retail†to achieve “incremental†in the dual sense of space and time for different needs. way.
Second, new manufacturing: the integration of manufacturing and services.
From the macro perspective of the industry, in today's world, the trend of informatization, socialization, and professionalization of production continues to increase, and the service-oriented trend of the manufacturing industry is the inevitable result of economic and social development. In the initial stage of human production and development, manufacturing production activities mainly rely on inputs such as energy and raw materials. With social development and scientific and technological progress, the status of service elements in production is increasingly important, and the service resources required for production have gradually increased.
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From a micro-level perspective, we are moving from a manufacturing-centric manufacturing company to a customer-centric, full-service-chain, and full-service enterprise that extends the product value chain to create smart, personalized and customized products. Demand for "service-oriented enterprises" and "service-oriented brands." If we say that “manufacturing†pursues a relatively static and perfect completion tense, “service†is a dynamic and always-performing, the future textile and garment companies will be due to the integration of manufacturing and services. There is me, and I have you in it, to gain greater vitality, value extension and imagination.
Third, new fashion: the integration of technology and fashion.
Industry technology innovation and model innovation, mutual blending, collaborative evolution, and constantly enriching the value creation model of the industry, providing opportunities and opportunities for development across. This is not only the inevitable development of the industry to the present stage, but also the consumer's new expectations for the supply side.
The "new fashion" under the integration of technology and fashion will be smart fashion, diversified fashion and responsible fashion. Therefore, we do not wait for the future. We choose to create the future. Faced with such situations as demand differentiation, traffic attenuation, demand changes, data redundancy, and potential energy-like situations, companies must seek new ways to build brands, create new brand languages ​​and make them deeply rooted. This is a process of transformation and upgrading that has transformed into a butterfly. It is both hopeful and painful. It is both very urgent and arduous. We must move forward with courage and firmly pass through this pass.
Kevin Kelly mentioned in the book “Inevitabilityâ€: “Today's problems come from yesterday’s success. The technical solutions to today’s problems will leave tomorrow with hidden dangers. With the passage of time, the real interests will be In the same way that the cyclical expansion of the problem and solution was gradually built up.†Similarly, the fascinating aspect of the industry’s development is that it is constantly conquering problems and creating problems, which has spawned us to “pull up the sleeves and get dryâ€. Mission and responsibility.
What is certain is that “there is no victory for all those who have accumulated strength, and there is nothing for all that is done by the wisdom.†The China Garment Forum is such a spiritual community that “sets the wisdom of the public and builds up the peopleâ€. We truly become "problem teenagers" in another sense: they are good at finding problems, throwing problems, discussing problems, and solving problems. Then, the industry will become more and more rich in speculative power and action. Staying young, we will continue to empower the brand's innovative connections and deliver valuable ideas and nourishment!
Here, every friend who wants to participate in the forum can gain something. thank you all!
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