Taking digitalization as the new fulcrum and relying on the three-product special action to leverage the high-quality development of the industry
Bosideng dominates the screen on Instagram, Weibo, Douyin, and Xiaohongshu in stages; Jiumuwang uses Tencent’s social ecosystem as the main position to communicate with young consumers to achieve efficient communication and precipitation conversion of target customer groups; Li Ning announced the launch of the “Boring Ape” fashion sports club series of clothing and opened a Boring offline pop-up store. At the same time, it took advantage of the NFT trend to integrate popular IP with its own brand… The digital economy wave is booming and coming.
With the trend of continuous upgrading of consumption, digital transformation has entered the superposition stage, and the clothing industry has also entered an inflection point period of digital transformation. Textile and clothing brands have made efforts to seize the spotlight, promote smart transformation and digital transformation, and explore the wonderful world of the metaverse. Extend, map, and amplify the value of the virtual world to the real world. How does the digital economy empower the real economy, and how does it promote the textile and apparel industry to realize the “three products” strategy—increasing varieties, improving quality, and creating brands?
Recently, five departments including the Ministry of Industry and Information Technology and the Ministry of Commerce jointly released the “Action Plan for Digitalization to Support the “Three Products” of the Consumer Goods Industry (2022-2025)” (hereinafter referred to as the “Action Plan”). At the same time, the 2022 “Three Products” national tour lasting for three months (activity period from July to September) was officially launched.
Currently, the digital economy is driving the renewal of factor resources, the reset of infrastructure, and the extension of market scenarios at an unprecedented speed, scale, and scope. The release of the “Action Plan” has brought great benefits to the textile industry in the new era to better implement new development concepts, integrate into the new development pattern, and achieve highquality development in science and technology, fashion, and green. new opportunities.
“Walk ahead”
Shandong contributes to light textile industry
Since the launch of the “Three Products” special campaign for the consumer goods industry, Shandong textile and garment enterprises have actively participated and taken immediate action. A large number of new products and new processes have emerged in just a few years. , new technologies, and demonstrated with practical actions the enabling role of the “Three Products” special action in the high-quality development of the province’s textile and garment industry.
As the first stop of the 2022 “Three Products” national tour – the first event of the “New Light Textile Enjoy Life” 2022 Shandong Province Modern Light Industrial Textiles “Three Products” consumption season, the Shandong Province Textile and Garment Industry’s “Three Products” Action High-end Forum was held recently Held in Jinan. Efforts will be made from the supply side to hold “Oriental Aesthetics Qilu Huashang” – a series of activities on the theme of textile and clothing market expansion; the “Shandong Light Textile Exhibition Hall” display platform will be built to establish and improve the supply chain service system to provide enterprises with display, promotion, Marketing services help companies further expand sales channels, connect with C-side and B-side customers, explore domestic and international markets, and continuously consolidate and increase market share.
Sunbird Group’s brand “Dejin Huafu” appeared at this event. Zhou Jin, the brand’s design director, said that Dejin Huafu is committed to integrating the excellent traditional culture of Shandong, China into the design of Huafu. It is divided into Xiangyunsha series, Yunjin series and wedding series. Among them, Dejin’s Xiangyun gauze fabric is dyed with lotus leaves, which is a gift from nature. It is added with Chinese medicine and other materials and has been dyed twenty times. It integrates traditional Chinese culture and applies exquisite tailoring to Xiangyun gauze. Spread Chinese classical aesthetics.
According to reports, the consumer season activities will focus on five major industries such as textiles and clothing, focusing on five major themes including “handmade light textiles, Shandong cultural heritage”, “quality home, good life”, “Oriental aesthetics, Qilu Huashang”. Create 10 iconic theme activities, coordinate and organize more than 70 special exhibitions and activities, and promote the effective connection between supply and demand. The activity lasts until the end of this year. By cultivating a group of “three-grade” demonstration enterprises, strengthening a group of “three-grade” demonstration counties (cities, districts), and launching a number of digital “three-grade” typical cases, we will promote the “three-grade” action in Shandong. Reality.
In this regard, Yang Jichao, former vice president of the China Textile Industry Federation, expressed the hope that textile and garment enterprises in Shandong Province will sincerely cooperate in variety research and development, strive for excellence in quality improvement, and In terms of brand building, based on domestic consumption and international vision, we will continue to improve the company’s innovation capabilities, digital design capabilities, digital green collaboration capabilities, quality control capabilities, smart supply chain management capabilities, brand cultivation capabilities and other capabilities, and actively engage in digital In the “Three Products” action, we will use greater and more positive force to promote the high-quality development of the textile and garment industry in Shandong Province.
”Go fast”
Digitalization empowers innovation and development
Since the launch of the “Three Products” special campaign in the consumer goods industry, the market environment has been further optimized, the traditional advantages of textiles and clothing have been consolidated and improved, the variety richness, quality satisfaction, and brand recognition have been significantly improved, and the adaptability of products and services to consumption upgrades has been Significantly enhanced.
The China Textile and Apparel Industry Federation has always attached great importance to brand building. Since the establishment of the China Textile and Apparel Industry Federation Brand Office in 2012, it has resolutely implemented the new development concepts of innovation, coordination, green, openness and sharing. With the theme of promoting high-quality development and focusing on deepening supply-side structural reform.Promote the construction of smart stores, create immersive, experiential and interactive consumption scenarios, and enhance brand perception quality and social value; third, use digital services to create new advantages for regional brands. Relying on regional brands and creative design parks (Pinghe), we will use digital means to increase the supply of public services, promote the organic integration of regional brands and characteristic industry development, and enhance regional brand influence and added value.
The textile and apparel industry has a long industrial chain and diverse entities. Promoting digital transformation is an important way to break through the blocking points in production, distribution, circulation, and consumption, improve the allocation efficiency of different factor resources in the industry, and realize value conversion. In terms of implementing the “three products” strategy, there are obvious differences in the concerns and needs of industry enterprises, and the full-scenario and professionalization of digital technology applications is an inevitable trend.
The digital economy promotes the deep integration of manufacturing and services, as well as the deep integration of virtual and physical entities. It is an important force in promoting the collaboration of the industrial chain and promoting systematic innovation in the industry. Sun Ruizhe, President of the China Textile and Apparel Industry Federation, said that the textile and garment industry will improve the industrial ecology and build digitalization into a new fulcrum for coordinated development and collaborative innovation of the industry; improve basic capabilities and build digitalization into a new fulcrum for the stable and healthy development of the industry; broaden Application scenarios will make digitalization a new fulcrum for leveraging the domestic market and smoothing the dual cycle.
During the “14th Five-Year Plan” period, the textile industry will focus on key areas such as chemical fiber, spinning, weaving, non-woven, printing and dyeing, clothing and home textiles, promote the formation of integrated solutions and the integration of full-process intelligent manufacturing technology, and build digital, Intelligent demonstration workshops or factories lay a solid foundation for product renewal, quality improvement and brand forging.
Sun Ruizhe said that the textile and apparel industry must rely on digital technology to open up boundaries, establish efficient collaborative innovation systems and supply chain systems, and improve the quality and efficiency of technological innovation and application, product development and supply; actively carry out pilot demonstrations and demonstrations of intelligent manufacturing enterprises The selection of outstanding system solution integrators effectively guides the upgrading practice of intelligent manufacturing in the entire industry; it actively promotes the application of digital technology in the entire supply chain and product life cycle, and continuously expands application scenarios. At the same time, we will continue to improve the level of e-commerce application as an important direction for optimizing supply and demand, deepene-commerce research and consulting services, and targetindustrial clusters Professional market e-commerce platforms carry out special training in areas such as supply chain collaborative innovation, actively guide enterprises to orderly develop new business formats such as content e-commerce and cross-border e-commerce, and build more diversified channel platforms for brands.
Only by moving steadily can we achieve great results. Accelerating digital transformation is a strategic choice to seize new opportunities in the new round of technological revolution and industrial transformation. It is the only way to achieve the goal of becoming a manufacturing power, and it is also a practical requirement to meet the people’s yearning for a better life. Faced with new changes in the situation, the textile industry will actively promote the implementation of the “Action Plan”, use digitalization as a new fulcrum, leverage the high-quality development of the industry, and achieve new results in the implementation of the “Three Products” strategy, thereby faster realizing the “World Textile Technology” The vision and goal of becoming a major driver, an important leader in global fashion, and a powerful promoter of sustainable development.
Some information sources: Gongxin WeChat News, Shandong Textile and Garment Industry Association, China Electronic News
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