China is known as "the state of the corpse, the state, the state", and the cultural attributes roots in the blood of the garment industry. Under the new development pattern, the apparel industry is ushering in the important period of transformation and upgrading, and the cultural soft strength represented by non-legacy is penetrated into the industry, and the new industrial development space is found through innovative activation. At the same time, with the outbreak of the national wind costumes in the two years, the empowerment of the cultural in the apparel industry also highlights.
Upgrade
Guangdong is the leading province of my country's garment industry and is the main force of the export of clothing. The "Guangdong Apparel Industry" 14th Five-Year Plan "issued in April pointed out that the main entry point of value, cultural connotation as an improvement of brand core competitiveness is considered to promote the core hub of the Guangdong garment industry to become a global clothing supply chain. China's new generation of fashion brands hatching and growth, the whole industry product innovation, technological innovation, pattern innovation, the path of the central construction of the center construction.
In March of this year, a "Jinxiu China - 2011 China Intangible Cultural Heritage Apparel Show" was staged in Sanya. Li Jin is combined with handmade cloud yarn, wonderful cotton and linen, etc., cleverly presents the skills and creative design of traditional craftsmanship, vividly shows Yesterday, today, tomorrow. As a result of the project, Li Wei, a professor of Tsinghua University Academy of Fine, said that the landing of non-legacy costumes is to let it live, let people buy it and wear. "Creating a focus on the tomorrow of the procrates, on the one hand, on the other hand, the restrictions of the time of the creative, on the other hand, using the quality of visual impact, identification, and transmits Li people totem symbol. Let the national culture into international fashion."
Not long ago, Beijing Jinggong Apparel Group Co., Ltd. signed a strategic cooperation agreement with the Beijing Light Industry Technician College. The two sides will try to integrate "Yanjing eight" into clothing apparel, Wenchuang products, and let traditional non-glow. Compared with the past, the fusion dimension of the non-legacy and apparel industry is increasingly wide, and the deputy director of the Cultural and Tourism Department, the deputy director of the Director of the Ministry of Tourism, my country's non-legacy resources contain rich cultural genes. Playing in the future, with non-legacy protection, docking cultural genetic probes, will become the most bright identity of traditional China in contemporary China.
The current "Hanfu Hot" also reflects from the side of the whole social and cultural conviction and consumption upgrade, China's traditional culture is increasingly attaches importance, oriental aesthetics are returning. Relevant statistics show that in 2021, the size of Han Dynasty is expected to reach 68.94 million, and market sales will reach 10.1 billion yuan. Yang Yongzhong, a professor of creative management of Sichuan University, and the emergence of "Hanfu hot" is not accidental. This aspect is the endogenous demand for personal consumption upgrades in the creative economic era. On the other hand, the attention of Hanfu is because the consumption of Chinese traditional cultural lifestyle has been resonated.
In addition, the cross-border is more famous, "2020 Global Fashion IP White Paper" pointed out that with the continuous growth of China's fashion consumption, the IP industry flourished, the brand is open, IP authorization, etc. Open online fashion IP The industry has developed rapidly, the number of consumers and consumption increases.
Guohe innovation
In 2020, Li Ningx is officially released by Li Ning × Temple, which includes hoodie, T-shirt, shoes and other items. The two national IPs held hands, responded to the preference of the young generation for the national tide, which is both the innovation of supply, and the same is also the concept of the concept. After this, the "Flower Mulan Cooperation Series" of Taiping Birds, "Shaolin Series", living in the left "Oriental features", seven wolves, the autumn Xiangrui capsule T-shirt, etc., are favored by consumers ... these clothing Brand is increasingly focused on the use of Chinese cultural elements and national spirit, including the expression of good intentions, and the implantation of Chinese culture.
The "New National 618 Consumption Report" released recently shows that this year "618", more and more consumers' shopping carts are being "contracting" in new national goods, 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 six times the same period in 2020. This further shows that in terms of young generations, there is a rich traditional cultural element, which is more in line with consumption characteristics and psychological habits to become their "social symbol", consumers from pursuing foreign brands to set off "Guo Chao Aesthetics".
To a certain extent, this cultural style is the rise of cultural creative design has become an important driving force for current industrial upgrading. As early as 2014, the State Council issued a number of advice on promoting cultural creativity and design services and related industries. It is clearly proposed in the "New Advantages of Manufacturing", "to build a brand, improve the quality, and promote life. Enterprints in daily necessities, ceremonial leisure products, household appliances, clothing apparel, household items, digital products, food, cultural sporting goods, etc., increase diverse supply, and guide consumption upgrade. "
The "Tenth Five-Year Plan" cultural industry development plan released in June this year also clearly mentioned that "improvement of daily necessities, household goods, household appliances, electronic products, clothing apparel, sporting goods and other consumer cultural connotation and design level, increase diversification supply, Guide consumption upgrade. "It is reported that in order to promote the structural reform of the supply side of the textile industry, strengthen the construction of textile and clothing creative design capacity building and independent brand construction. From 2017, the Ministry of Industry and Information Technology has successively announced the five batch of textile and clothing creative pilot park (platform).
Six years ago, Chinese designer Lawrence Xu Xi Xu in Paris is a group of "Dunhuang" works in a group of "Dunhuang" works; this year, Wu Haiyan and Wang Mijia, Zhang Mengyun and other designers, with Samsung's cultural, the romance and extraordinary Imagination is integrated into clothing design, delivers innovation integration of Oriental Aesthetics and Trend Art. From Dunhuang, to the Forbidden City, then to Samsung Pile, the millennium culture is becoming the popular password of the national trend. "The traditional clothing art is rich in modeling, colorful, and dyed-woven painting and other decoration skills are more colorful." Dunhuang Research Institute Wu Qiongfang in 2021 "Huaxia Clothes" China Higher Hospital The school's artist history and academic seminar have been talked.
Cross-border marketing
At 16:00 pm on June 22, in a live room of a Hanfu brand, 33,830 people watched online, 61 in selling goods, while the anchor show, the onlookers purchase enthusiasm; last year 95 girls morning morning The video rose, the sales of the treasted goods, the single sales of the treasted goods is more than 3 million ... These real portraits are mapped with short video and live broadcast, the apparel industry is gradually jumping out of traditional marketing methods, seizes social media promotion The first machine, reshaping the new connection of the industry and the market.
At the beginning of 2020, it was affected by the new coronal pneumonia, the physical store business was frustrated, and the clothing enterprises have opened up online markets through private domain, live broadcast, short video. "Apparel Retail Industry Insight Report" pointed out that after a year of precipitation, merchants become more rational when conducting live goods decisions, and many clothing merchants drive the number of users through private domain, and enhance transaction volume. Fast hand, WeChat, Alipay, Weibo and other platforms have become a marketing tool for clothing merchants.
Culture has become inclugged i
