The textile industry chain joins forces to overtake in corners and speed up internal circulation

At present, the changes of a century and the epidemic of the century are intertwined, and global instability and uncertainty have increased significantly.

The textile industry is still in a stage of deep adjustment and transformation. It must be based on my country’s new goals of modernization and development and the new dual-cycle development pattern with the domestic cycle as the main body. It must take the “14th Five-Year Plan” as a new starting point, adapt to the new situation, and achieve new development. .

Internal circulation is becoming an economic hot word. The tide of the times is surging, and “internal economic circulation” is an important strategic choice to deal with the current international and domestic situation. Saying goodbye to the extensive development of a single export-oriented economy and solidly improving internal strength will also become an important opportunity for China’s textile and garment industry to move towards highquality development.

On April 16 this year, less than a month after the Xinjiang cotton incident broke out, the National Bureau of Statistics announced that my country’s GDP in the first quarter reached 24.931 billion yuan, a year-on-year increase of 18.3%. This data means that China’s economy has regained vitality after the epidemic. This achievement has also attracted the attention and amazement of the world.

In addition, according to data from the National Bureau of Statistics and the China National Commercial Information Center, in the first quarter, the national retail sales of clothing, shoes, hats, and knitted textiles above designated size were 340.1 billion yuan, a year-on-year increase of 54.2%, and the absolute scale has returned to 2019 During the same period, the retail sales of clothing products by 100 major large-scale retail enterprises across the country increased by 51.1% year-on-year. National online retail sales of clothing products increased by 39.6% year-on-year. my country is the world’s largest cotton consumer and second largest cotton producer. This series of data also confirms the saying “China itself does not have enough Xinjiang cotton.”

01. Xinjiang cotton leaves the circle

After the Xinjiang cotton incident, many well-known Chinese brands such as Peacebird, Heilan House, UR, and Semir have spoken out in support of Xinjiang cotton; Chinese consumers are even more outraged and support Xinjiang cotton. The outrage is because the issue has touched the bottom line of the country. But what makes many consumers even more surprised and proud is that Chinese cotton occupies such an important position in the world, especially the quality of Xinjiang cotton is so high. This is actually the first time many people know that “the world’s cotton looks to China, and China’s cotton looks to Xinjiang.”

Xinjiang cotton is out of the circle! At the same time, calls to support domestic products and domestic brands are getting louder and louder. Rather than saying that the Xinjiang cotton incident is a booster that pushes Chinese brands to overtake, it is more like a mirror that reflects the status quo and changes in all aspects such as national confidence, market demand, consumer attitudes, and the entire textile industry chain.

In addition to safeguarding national interests, supporting domestic products also reflects that the consumer market has quietly changed, and international brands are not irreplaceable in the Chinese market. In recent years, with the rise of national trends, domestic brands have already entered the horizons of Chinese consumers and are increasingly recognized. Take clothing brands as an example. Many domestic products are superior in terms of quality, design, cost performance, and response speed. This is not only the outstanding performance of a certain brand on the consumer side, but also a reflection of the comprehensive strength of the entire textile and apparel industry chain.

　02. Redefining fast fashion

Taking the speed of response as an example, less than half a month after the Xinjiang cotton incident, the Xinjiang cotton series products of UR and Huafu Fashion have appeared in prominent positions in more than 290 stores of the former across the country. The speed is so fast that people from all walks of life are amazed and praised. This reflects two major strengths, one is brand power, and the other is the supply power of the textile industry chain.

Brands used to be the biggest pain point in China’s clothing industry, but things have improved a lot in recent years. When we talked about fast fashion, we only thought of ZARA in Spain, H&M in Sweden, GAP in the United States, and Uniqlo in Japan; but now, UR stores in China have become the check-in place for many consumers. The highly designed space and rich and diversified products allow this local brand to take a different path from traditional fast fashion brands. It can be said that UR is redefining fast fashion.

The past five years have been regarded as the cold winter of fast fashion. Many European and American giant brands have experienced declining growth, store closures, and even bankruptcy. In 2020, the spread of the epidemic has made the already sluggish fast fashion industry even more uncertain. H&M lost nearly 1 billion yuan in the first quarter of this year, and its profit plummeted 155.6% year-on-year. It has currently closed 20 stores in the Chinese market, and it is expected to close 250 stores in the global market this year; ZARA’s fiscal year 2020 revenue fell by 27.6%, and tax Previous profits have plummeted 70%, and it plans to close 1,000 to 1,200 stores by the end of this year. The Chinese benchmark brand UR has always maintained an upward growth curve. In 2020, its revenue exceeded 5 billion yuan, with more than 40 stores opened. It has even expanded its fashion territory overseas, and currently has stores in Singapore and Thailand.

What is the reason for UR to rise against the market trend? In this regard, UR founder Li Mingguang said: “As global fast fashion enters a period of transformation, UR is keenly aware of the changes in the industry. In 2015, it took the initiative to upgrade its brand positioning and defined UR as ‘fast luxury fashion’ , in addition to maintaining the trendy design and rapid updates of fast fashion, we also simultaneously improve product quality, store image, consumer experience and other aspects to bring a refreshing experience to domestic consumers.”

<pThe emotional connection makes the product closest to the needs of consumers. Although it takes an international route, UR attaches great importance to the precise matching of products to the needs of local consumers.

Huafu Fashion, which has in-depth cooperation with it, is also very optimistic about the consumption potential of the domestic market. “With China’s economic growth, the post-millennial generation will become the main consumer, and the domestic market has considerable consumption power. The advantages of cotton products, which are environmentally friendly, sustainable, comfortable, and cost-effective will definitely be sought after by the consumer market and promote the sustainable growth of China’s cotton products industry. .” Chen Ling, president of Huafu Fashion Co., Ltd., once said in an interview.

The movement of a big roc is not as light as a feather; the speed of a horse is not as strong as a foot. Riding on the trend of internal circulation, seizing the market potential, and working together across the entire industry chain, Chinese brands will surely overtake others in a corner.

AAA

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