Culture first: the “industrial password” for the upgrading and development of the apparel industry
Since ancient times, China has been known as “a land of clothes and etiquette”, and its cultural attributes are rooted in the blood of the clothing industry. Under the new development pattern, the clothing industry is ushering in an important period of transformation and upgrading. Cultural soft power represented by intangible cultural heritage has begun to penetrate into the industry and be activated through innovation. Seek new industrial development space. At the same time, with the explosion of national fashion clothing in the past two years, the empowering role of culture in the clothing industry has become increasingly prominent.
Transformation and upgrading
Guangdong is the leading province in my country’s garment industry and the main force in garment exports. The “Guangdong Garment Industry “14th Five-Year Plan” Development Plan Report” released in April pointed out that using values and cultural connotations as the main entry points to improve the core competitiveness of brands is regarded as promoting the Guangdong garment industry to become the core hub of global apparel supply chain collaboration. , a hotbed for the incubation and growth of China’s new generation of fashion brands, and one of the paths to build a center for product innovation, technological innovation, and model innovation in the entire industry.
In March this year, a “Splendid China-2021 China Intangible Cultural Heritage Costume Show” was staged in Sanya. Li brocade is combined with hand-dyed silk, woolen cotton and linen, etc., subtly showing the exquisite skills of traditional craftsmanship and the whimsy of creative design, vividly expressing the yesterday, today and tomorrow of Li brocade. As the main creator of the project, Li Wei, a professor at the Academy of Fine Arts of Tsinghua University, said that the implementation of intangible cultural heritage clothing is to make it life-like and make it easy to buy and wear. “The creation focuses on the future of Li brocade clothing. On the one hand, it breaks through the limitations of time in creativity. On the other hand, it uses the visual impact and recognition of patterns to spread the totem symbols of the Li people. Integrating national culture into international fashion.”
Not long ago, Beijing Jingong Garment Group Co., Ltd. and Beijing Light Industry Technician College signed a strategic cooperation agreement. The two parties will try to integrate the “Yanjing Eight Wonders” into clothing and cultural and creative products to make traditional intangible cultural heritage shine. vitality. Compared with the past, the integration dimensions of intangible cultural heritage and the clothing industry have become more extensive and diverse. According to Rong Shuqin, deputy director of the Folk Literature and Art Development Center of the Ministry of Culture and Tourism, my country’s intangible cultural heritage resources contain rich cultural genes. Looking to the future, the living protection of intangible cultural heritage and the exploration of cultural genes will become the most distinctive identity symbol of traditional and contemporary China.
The current “Hanfu craze” also reflects from the side that under the background of rising cultural confidence and consumption upgrades in the entire society, Chinese traditional culture is receiving more and more attention, and oriental aesthetics are returning. Relevant statistics show that the number of Hanfu enthusiasts is expected to reach 6.894 million in 2021, and the market sales will reach 10.1 billion yuan. According to Yang Yongzhong, a professor of creative management at Sichuan University, the emergence of “Hanfu craze” is no accident. On the one hand, this is the endogenous demand for upgrading personal consumption in the era of creative economy. On the other hand, the return of Hanfu is because the consumption of traditional Chinese culture and lifestyle has become the resonance of the times.
In addition, cross-border co-branding is in the ascendant. The “2020 Global Fashion IP White Paper” points out that as China’s fashion consumption continues to grow, the IP industry is booming, and lines are opened through various methods such as brand co-branding and IP licensing. The fashion IP industry is developing rapidly, and the number of consumers and the amount of consumption are increasing rapidly.
Keep integrity and innovate
In 2020, the Li Ning x Forbidden City Baoyunlou joint series was officially released, including hoodies, T-shirts, shoes and other items. The joining hands of the two major national IPs responds to the younger generation’s consumption preference for national trends. This is not only an innovation in supply, but also a change in concept. Around this time, Peacebird’s “Mulan Cooperation Series”, Xtep’s “Shaolin Series”, Living Left’s “Oriental Characteristics”, Septwolves’ Lucky Beasts and Auspicious Capsule T-shirts, etc. were launched one after another, and were favored by consumers… These clothes Brands are paying more and more attention to the integration of Chinese cultural elements and national spirit in product design, including the transmission of beautiful meanings, the expression of individual propositions, and the implantation of Chinese culture.
The recently released “New Domestic Products 618 Consumption Trend Report” shows that this year’s “618”, more and more consumers’ shopping carts are being “contracted” by new domestic products, and new domestic products have grown into the protagonist of new consumption. Taking Li Ning as an example, sales in the first half of 2021 were 6 times that of the same period in 2020. This also further shows that for the younger generation, new domestic products that contain rich traditional cultural elements and are more in line with consumption characteristics and psychological habits have become their “social symbols”. Consumers have gone from pursuing foreign brands to setting off the trend of “national aesthetics”.
To a certain extent, the rise of this cultural trend means that cultural and creative design has become an important driving force for the current industrial upgrading. As early as 2014, the State Council issued several opinions on promoting the integrated development of cultural creativity and design services and related industries. In terms of “shaping new advantages in the manufacturing industry”, it was clearly stated that “to build brands and improveQuality is the focus, and the consumer goods industry such as daily necessities, ceremonial leisure products, household appliances, clothing and apparel, household products, digital products, food, cultural and sporting goods, etc. are promoted towards innovation and creation.Transform, increase diversified supply, and guide consumption upgrades. ”
The “14th Five-Year Plan” cultural industry development plan released in June this year also clearly mentioned that “to enhance the cultural connotation and design level of consumer goods such as daily necessities, household items, household appliances, electronic products, clothing, and sporting goods, and increase the diversity of Optimizing supply and guiding consumption upgrading.” It is reported that in order to promote the supply-side structural reform of the textile industry and strengthen the construction of textile and clothing creative design capabilities and independent brand building, from 2017 to the present, the Ministry of Industry and Information Technology has successively announced five batches of textile and clothing creative pilot parks (platforms ).
Six years ago, Chinese designer Lawrence Xu stunned everyone with a set of “Dunhuang” works at Paris Fashion Week; this year, Wu Haiyan, Wang Mijia, Zhang Mengyun and other designers, inspired by Sanxingdui culture, transformed the ancient Shu people into Romance and extraordinary imagination are integrated into clothing design, conveying the innovative fusion of oriental aesthetics and trendy art. From Dunhuang, to the Forbidden City, to Sanxingdui, millennium culture is becoming a popular code for national trends and styles. “The traditional costume art is rich in shapes and colors, and the decorative techniques such as dyeing, weaving, embroidery and painting are even more brilliant. It is a powerful gene pool for modern design.” Wu Qiongfang of the Dunhuang Research Institute said at the second “Chinese Clothes” China Academy of Higher Education in 2021 This was mentioned at the school clothing history teaching and academic seminar.
Cross-border marketing
At 16:00 on June 22, in the live broadcast room of a Hanfu brand, 33,830 people watched online, and 61 products were on sale. While the anchor was promoting and displaying, the onlookers were increasingly enthusiastic about buying; last year, the post-95 girl Chen Yan’s ancient costume videos have gained tens of millions of followers, and the single-game sales of Douyin live broadcasts once exceeded 3 million… These true portrayals reflect that with the rise of short videos and live broadcasts, the clothing industry is gradually jumping out of traditional marketing methods and seizing market share. Take the lead in the field of social media promotion and reshape new ways of connecting industries and markets.
At the beginning of 2020, affected by the COVID-19 epidemic, physical store business suffered setbacks. Clothing companies have successively opened up the online market through private domains, live broadcasts, short videos and other methods. The “Clothing Retail Industry Insight Report” pointed out that after a year of precipitation, merchants have become more rational when making decisions about live streaming. Many clothing merchants use private live streaming to increase the number of users and increase transaction volume. Kuaishou, WeChat, Alipay, Weibo and other platforms have become marketing tools for clothing merchants.
Similarly, many brands also regard co-branded cooperation as an important marketing opportunity. This can not only increase fan stickiness and accelerate brand growth, but also help enhance its inherent brand value and cultural value. For example, Hanfu brand Shisanyu has been in the industry since 2018. Since 2008, it has begun to experiment with co-branded models, and has successively cooperated with well-known mobile games, film and television dramas “Qing Ping Le”, dance “Tang Palace Night Banquet”, etc., relying on frequent breakthroughs with major IPs.
As a basic consumer goods industry and people’s livelihood industry that creates a beautiful and fashionable life, as the cultural significance of the clothing industry itself becomes more and more intense, in terms of brand culture construction, it also pays more clear attention to using brands to lead lifestyles. Nowadays, aesthetic living spaces with “culture + clothing + What is the innovation and transformation? The Rongyi Guofeng Pavilion intangible cultural heritage aesthetic space has appeared in Harbin. By integrating intangible cultural heritage aesthetics, bookstores, coffee, art spaces and other business formats, they build a life scene-style cultural space, attracting many shopping mall tourists to come and spend. Check in.
The “2020 China Textile and Apparel Brand Development Report” points out that while consumers’ recognition of local brands continues to increase, textile and apparel brands have applied Chinese culture in product design, marketing models, brand culture construction, etc. It is also becoming more and more diverse, and enhancing cultural confidence has become an important starting point for it to stabilize the domestic market. In the future, in terms of strengthening and improving brand building, how to further enhance the support of independent brands in inheriting excellent culture and beautifying life, giving full play to the important role of terminal consumer brands in leading fashion consumption and life, and giving full play to the role of excellent Chinese culture in fashion consumption. Its leading role and domestic and international influence are particularly important.
As Chen Dapeng, vice president of the China Textile Industry Federation and president of the China Garment Association, said in the article “Fashion Power to Build a Clothing Power”, my country’s garment industry is undergoing Continuous innovation in the integration of multiple cultures, committed to building a cultural value system based on Chinese culture as the core connotation, and creating the most fundamental fashion force in building a clothing power.
AAA
Disclaimer:
Disclaimer: Some of the texts, pictures, audios, and videos of some articles published on this site are from the Internet and do not represent the views of this site. The copyrights belong to the original authors. If you find that the information reproduced on this website infringes upon your rights and interests, please contact us and we will change or delete it as soon as possible.
AA
