Chinese-style clothing is highly favored, and domestic brands frequently “out of the circle”
The integration of traditional culture adds new color to the clothing market (Big data observation·Domestic products are “trendy” now)
This year’s “Government Work Report” proposes to actively cultivate new consumption growth points such as smart homes, entertainment and tourism, sports events, and domestic “trendy products”.
Observing the consumer market, we will find that more and more domestic “trendy products” are now recognized by the market. The iterations of long-established domestic products have gained new vitality and gained a large number of young fans; emerging brands have strengthened their innovation and quality and gained a firm foothold in the fierce competition. The rise of “trendy” domestic products not only brings richer consumer choices to people, but also brings a better cultural experience.
Starting today, this column launches a series of reports on “Domestic and “Trendy Products” Are Now”, focusing on new trends in my country’s vast consumer market.
–editor
The horse-faced skirt, which combines tradition and fashion, is becoming the “favorite” of many young people; the new Hanfu is not only frequently seen in scenic spots, but has also gradually become a daily wear; the sales of domestic jackets have soared on e-commerce platforms… Nowadays, with Chinese Clothing with elements and traditional characteristics is becoming a new fashion trend, and many local brand clothing are frequently “out of the circle” and favored by consumers.
Why are “national fashion” clothing so popular? How to promote “national trend” consumption to maintain its positive momentum? The reporter interviewed relevant experts and companies.
Chinese designs and fabrics are loved by consumers
Entering the Huangyuan Clothing Market in Yiwu, Zhejiang, the new Chinese-style clothing in various styles attracts many consumers. “There are more than 1,000 new Chinese-style clothes in the store, and almost all of them are sold out in a month or two.” At the stall of shop owner Jia Xiaoqing, a new Chinese-style jacket with red oblique placket and embroidered buttons is the most popular. “It has been supplemented.” I have ordered goods more than a dozen times, with at least 200 pieces each time, and customers from Northeast China, Guangxi, Yunnan and other places come to buy.”
Zheng Xiaofei, the owner of another women’s clothing store, is also very busy. In the past two years, traditional clothing horse-faced skirts have become popular in the market. “During this period, we have sold thousands of horse-faced skirts alone.” At present, Zheng Xiaofei has contacted the factory to produce spring horse-faced skirts, mainly in more elegant pink and white.
Liu Xiaoying, deputy marketing manager of Huangyuan Clothing Market, said that as “national fashion” clothing becomes more and more popular, there are more than a dozen merchants in the clothing market focusing on “national fashion”, involving children’s clothing, women’s clothing and other categories, and their products are sold to everywhere.
The “2024 Douyin E-commerce Women’s Consumption Trend Data Report” released in March this year shows that in the past year, the number of orders for new Chinese-style clothing by female consumers on the platform increased by 195% year-on-year, among which the number of orders for horse-faced skirts increased by 841% year-on-year. , Hanfu order volume increased by 336% year-on-year.
Bian Xiangyang, a professor at Donghua University and vice chairman of the China Fashion Designers Association, believes that “national trend” clothing can be divided into three categories: first, contemporary re-creations of ancient clothing, such as improved Hanfu, etc.; second, new Chinese clothing, including Chinese tunic suits, Cheongsam, etc.; the third is fashionable clothing that is based on international popular clothing and adds Chinese cultural connotations or visual symbols.
“The rise of “national trend” clothing is fundamentally due to the enhancement of cultural confidence.” Bian Xiangyang believes that with the inheritance and development of China’s excellent traditional culture, more and more people feel the charm of traditional culture. Clothing is an important carrier of culture, and the design, manufacturing and branding systems that demonstrate cultural confidence are accelerating growth and are recognized by consumers.
“The horse-face skirt has become a “hot style” because of consumers’ love for Chinese designs and fabrics. Through the window of clothing, we can see the love of the post-95s, post-00s and other groups for the excellent traditional Chinese culture.” Weaving Department Lin Wei, founder of Hanfu brand, said. Dewu APP data also shows that in the consumption of “trendy products” of domestic products in 2023, the post-95s and post-00s generations are becoming the main consumers, accounting for 82.6% of the consumption of “trendy products” of domestic products, of which consumption of the post-00s generation accounts for nearly 60%.
Experts said that consumers nowadays pay more and more attention to cost-effectiveness, not only the price of clothing, but also the quality, design, cultural connotation, etc. In this regard, “national fashion” clothing combines the price and quality advantages of Made in China with the inheritance and innovation advantages of Chinese culture, and its cost-effectiveness is even more outstanding.
In addition, various departments and industry organizations in various regions have vigorously cultivated and supported related industries, effectively boosting “national trend” consumption. In 2022, five departments including the Ministry of Industry and Information Technology and the Ministry of Commerce jointly issued the “Digitalization to Support the “Three Products” of the Consumer Goods Industry (2022-2025)”, which clearly proposed to explore traditional cultural genes and non-traditional products such as Chinese culture, Chinese memory, and Chinese time-honored brands. material cultural heritage and promote the construction of “national fashion” brands; in 2024, the Ministry of Commerce will launch the “Time-honored Brand Carnival” event to encourage and promote domestic “trendy products” to sail overseas; the China National Textile and Apparel Industry Federation proposed a textile fashion upgrade action that highlights cultural guidance and supports domestic products The clothing brand becomes stronger, better and bigger.
The supply of “national fashion” clothing has improved both in quantity and quality
Located in Anta’s digital intelligent manufacturing base in Changting, Fujian, in the integrated intelligent down filling workshop, 16 intelligent hanging lines and intelligent rail-changing equipment operate in an orderly manner, accurately transporting pieces of clothing to workers in different positions. At the end of the production line, a batch of new clothing is being packed and transported.
“It debuted at Paris Fashion Week in France last year and has now become a popular “national trend”.” Designer Chen Peng said that the design of this clothing is inspired by the athletes’ clothing of the Chinese team in the Winter Olympics, with Chinese red and other elements. It also applies advanced manufacturing technology and processes to provide a better wearing experience and has become a hot-seller.
In Quanzhou, Fujian, Hongxing Erke’s newly launched “Flower Blossoms and Prosperity” sneakers are selling like hotcakes. “We use embroidery technology to cleverly integrate camellia and other patterns into the uppers, showing a unique traditional aesthetic on professional basketball shoes.” Wu Rongzhao, chairman of Hongxing Erke, said that the current “national trend” shoes and clothing are deeply loved by consumers and will continue to strengthen Investments in design and development can better meet the needs of consumers for personalized expression.
“From the supply side, almost all major clothing brands are actively participating in the development of “national fashion” clothing, achieving both quality and quantity improvement,” Bian Xiangyang said. Some brands deeply explore the value of traditional culture in terms of concepts, while more brands are trying to launch co-branded models, special commemorative models or festive models.
Experts have observed that at major fashion weeks, more Chinese designers have entered the international stage with works with Chinese cultural characteristics. During China International Fashion Week, there are more and more brand launch events with Chinese culture as the theme. In recent years, among the award-winning designers of China’s “Golden Summit Award” for fashion design, many designs featuring classical aesthetics and intangible cultural heritage art have stood out.
“New Chinese patterns, fragrant cloud yarn, ink calligraphy, jade, Chinese characters and symbols are becoming design elements favored by young people, reflecting new aesthetic trends and cultural attitudes.” said Han Liang, dean of the Entrepreneurship School of the China Academy of Art.
In the manufacturing process, we will transform into high-end, intelligent and green directions. Behind the new products is the strong support of intelligent manufacturing. In the Hongxing Erke Changtai Smart Factory, the order picking accuracy of the smart logistics system is as high as 99.99%, significantly improving work efficiency.
In the marketing link, measures such as network transformation and brand upgrade have further enhanced the reputation of “national fashion” clothing. According to statistics, the annual growth rate of “national fashion” clothing sold on Pinduoduo in the past two years has exceeded 230%. More and more companies are paying attention to using culture to tell brand stories, such as the Dunhuang Museum co-branded series of down jackets, the National Treasure series sweatshirts, the Classic of Mountains and Seas series down jackets, etc., which have become hot-selling items in the live broadcast rooms of e-commerce platforms.
Tapping the clothing market potential through inheritance and innovation
In order to seize the “national trend” consumption opportunities, Inner Mongolia Ordos Cashmere Group has innovated and developed many new series and new products. “We sold 200,000 machine-washable cashmere products last year, and this year we launched a new water-repellent cashmere fabric down jacket, and sales are very good.” said Gao Lizhong, deputy general manager of the cashmere spinning division of Ordos Resources Co., Ltd., in order to cater to green and healthy In line with the consumption concept, the company has also developed customized clothing including recycled cashmere, non-dyed cashmere and other green processes, with good sales.
Dai Tana, general manager of Ordos Cashmere Group, said that this year’s New Year series of products made extensive use of new Chinese elements and were loved by consumers as soon as they were launched.
“There is still a lot of market space for “national fashion” clothing in the future.” The relevant person in charge of Vipshop said that after the Vipshop New Year Shopping Festival starts on January 15, “Chinese New Year’s Eve clothes” with the theme of “Year of the Dragon” and “Year of the Dragon New Year” clothes will be launched. The sales volume of “Guochao” clothing increased by 120% from the previous week, and the sales volume of sports sweatshirts with the theme of the Year of the Dragon increased by more than 3 times from the previous week.
Facing the future, how to continue to inherit and innovate and tap the market potential of “national fashion” clothing?
Experts believe that, first of all, we should increase the protection of China’s excellent traditional culture, especially the protection and development of textile intangible cultural heritage. On the one hand, relevant departments should support the role of inheritors of intangible cultural heritage and let more people feel the charm of textile intangible cultural heritage through various forms such as the combination of culture and tourism; on the other hand, encourage enterprises to use modern technology to transform traditional crafts and promote traditional fabrics , making traditional clothing more popular and more people-friendly.
Secondly, the training of relevant professional talents should be strengthened. “The innovative development of “National Trend” cannot be separated from professional talents such as fashion designers. Education on excellent traditional Chinese culture should be strengthened in professional courses to help students in related majors improve their aesthetic abilities,” Bian Xiangyang said.
In addition to the efforts of enterprises themselves, the growth of the clothing industry also requires the joint promotion of all sectors of society. The person in charge of Pinduoduo said that it is consumers’ deepening recognition of China’s excellent traditional culture that has led to the formation of the “national craze”. In the future, they will continue to increase traffic investment and subsidy investment in related clothing to guide more consumers. Get closer to time-honored brands and new “national fashion” brands.
(Our reporters Qiu Chaoyi and Wang Ke, our reporters Dou Hao, Liu Xiaoyu, and Zhang Xi participated in the People’s Daily report)
2024-03-15 05:40:14
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