The Apparel Industry Is Facing Internal And External Problems, How To Achieve Industrial Upgrading
Apr 11, 2020
The Internet age challenges the garment industry
"Post-90s" Ms. Wu, who works for a commercial bank in Beijing, is a ZARA (fast fashion brand under the Spanish Inditex Group) fan. She said: "ZARA takes a personalized route, with less money and more money. It won't wait for you to hesitate. The styles are sold out as soon as they are available, and they are changed weekly. "
Influenced by the Internet culture, Chinese people began to strengthen their personalities. From "post-80s" to "post-90s", each age group has different consumption concepts, and personalization has also continued to increase. The Internet consumer's propensity to consume has now begun to re-enter a "de-branding" stage. The prevalence of fast fashion reflects this change in consumer concept. Consumers no longer pursue that high quality, a piece of clothing does not Wear it for many more years. The characteristics of fast fashion are first-class design, second-class workmanship, and third-class fabrics, so its cost performance is relatively high.
Shan Li, director of the Beijing-Tianjin-Hebei Collaborative Development Office of the Beijing Garment and Textile Industry Association believes that with the overall improvement of the Chinese economy and national consumption capacity, people will definitely have more pursuits, and clothing is also one of the manifestations of changes. Will gradually bid farewell to the stage of physical consumption of clothing, enter the stage of psychological consumption. The meaning of psychological consumption is satisfaction, happiness, personality, statement and so on. These are very abstract concepts, they need to be expressed through specific carriers, such as clothing.
If the traditional clothing consumption corresponds to the large-scale industrial production of clothing, thousands of clothes of the same style are quickly produced on the assembly line; then, the consumption of personalized fashion clothing in the Internet era corresponds to small batches and multiple frequencies Flexible production, one style may be one or twenty pieces. The upgrading of China's apparel industry and the digestion of huge excess capacity will mainly rely on this flexible production method to achieve AAA in the future
The General Office of the State Council recently issued the "Consumer Product Standards and Quality Improvement Plan (2016-2020)" (hereinafter referred to as "Planning"), proposing that the apparel industry should adapt to the development needs of personalized consumption, fashion consumption, quality consumption, and brand consumption, and strengthen its personality The customization, scale customization and high-end customization industries have won the consumer market with precision design, precision production and precision services. Industry insiders said that at a time when China's apparel industry is facing internal and external troubles, the issuance of this high-standard "Plan" is just the right time.
The Internet era challenges the apparel industry
"Post-90s" Ms. Wu, who works for a commercial bank in Beijing, is a ZARA (fast fashion brand under the Spanish Inditex Group) fan. She said: "ZARA takes a personalized route, with less money and more money. It won't wait for you to hesitate. The styles are sold out as soon as they are available, and they are changed weekly. "
Influenced by the Internet culture, Chinese people began to strengthen their personalities. From "post-80s" to "post-90s", each age group has different consumption concepts, and personalization has also continued to increase. The Internet consumer's propensity to consume has now begun to re-enter a "de-branding" stage. The prevalence of fast fashion reflects this change in consumer concept. Consumers no longer pursue that high quality, a piece of clothing does not Wear it for many more years. The characteristics of fast fashion are first-class design, second-class workmanship, and third-class fabrics, so its cost performance is relatively high.
Shan Li, director of the Beijing-Tianjin-Hebei Collaborative Development Office of the Beijing Garment and Textile Industry Association believes that with the overall improvement of the Chinese economy and national consumption capacity, people will definitely have more pursuits, and clothing is also one of the manifestations of changes. Will gradually bid farewell to the stage of physical consumption of clothing, enter the stage of psychological consumption. The meaning of psychological consumption is satisfaction, happiness, personality, statement and so on. These are very abstract concepts, they need to be expressed through specific carriers, such as clothing.
