Keqiao Fabric'S "Deformation Record" Under "National Trend"

On the eve of the Dragon Boat Festival, Henan satellite TV launched the underwater Chinese dance video "Luoshen water Fu" which was popular all over the network. Through the innovative expression of "national tide" culture, traditional cultural aesthetics was infiltrated into people's lives. In recent years, among young people, "Guochao" has become the most popular fashion culture. They buy, use and bask in Chinese goods, and are proud of it.

In the consumer market, "national tide" surging, the influence of Chinese brands is increasing day by day, and the original appearance of made in China is also changing in the cross-border integration. Behind this national trend, more and more Chinese clothing brands have been able to innovate and develop. As for the fabric, the foundation of clothing, it is also evolving a new fashion in combination with the current demand.

Recently, the reporter of "textile and clothing weekly" visited the major markets of China's light and textile city to understand how the global textile fabric distribution center can transform and upgrade its products and industrial chain with new ideas, new technologies and new models in the current prevailing trend of the country.

Unique features of sportswear fabrics

Around 2017, the word "Guochao" began to enter the public view, and the attention of Chinese brands increased rapidly. Li Ning, a famous Chinese brand, once launched a series of Chinese elements to participate in the New York Fashion Week with the theme of Chinese element "Enlightenment". This move set off a national fashion boom, and other Chinese brands also launched their own national fashion.

As a kind of design style and brand identity, Guochao broke out earlier and faster than other clothing brands, which reflected that sportswear was more rigid and professional in consumer cognition. Therefore, the market concentration was higher, the head brand was more trusted, and it was easier to become the carrier of the outbreak of Guochao.

Zhongcai textile, located in the north market of China Light and Textile City, mainly deals in various kinds of down jacket fabrics. It cooperates with bosden and Ailey brands. Ye Sufang, the general manager of the company, said that the technical down jacket fabrics sold very well this year. Embroidery, beading, Sequin, printing, lace and other processes were used in the fabrics, which increased the individuation of the products and favored by the brands at the same time“ It is mainly affected by the consumer market. On the one hand, people's living standards have improved. On the other hand, young consumers prefer products with attitudes and stories. Even down products are no longer dominated by plain black and plain Tibetan green. " Ye Sufang takes a fabric with beading, embroidery and printing technology as an example. This fabric has large elasticity and rich background color. There are more than 200 varieties to choose from. It has a wide range of applications. Moreover, it uses three in one or even four in one composite fabric. It will not drill down or run down due to the superposition of post-treatment process.

When interviewing sports fabric enterprises, the reporter found that in the past, due to the traditional sportswear enterprises relying too much on marketing, they had no time to respond to the consumption habits of consumers. Nowadays, with the attention of young users to online consumption and cultural confidence, many start-up enterprises have opportunities. As long as they keep pace with users and have the advantage of iteration, they can extend the "life span" of products. This also applies to fabric enterprises.

Dongrun textile also mainly produces down jacket fabrics, and its customers account for more emerging brands and middlemen. Yang Shuhua, head of the store, said that the background of the rise of domestic products also gave these start-up brands more space for development“ Sportswear brand is not limited to specific sports scenes, but into daily leisure life, which is a bright prospect worthy of attention, and also an opportunity for start-up brands to make differentiated products and brands. Whether it's the cutting in of subdivided categories or the national trend of product design, the essence is to better satisfy consumers' psychology at the level of product development. " In her opinion, as a fabric enterprise, it is still necessary to do their own work in the end: on the one hand, they should go ahead and develop more new products; on the other hand, they should communicate with customers more timely to understand their actual needs.

Fabric innovation derived from neutral clothing

The rise of the national tide is a true portrayal of the change and prosperity of made in China. With new ideas to change traditional industries, new technologies to improve quality and efficiency, and new models to open up new space, "Guochao" is full of innovative stories.

For "generation Z", the brand is not only selling a piece of clothing or accessories, but also an expression of style and attitude. Many brands have chosen to take the ride on the fashion brand, actively looking for "young feeling", which also derived the popular trend of "neutral style" clothing. The characteristic of asexual clothing is that it can cover men's clothing, women's clothing and even children's clothing. For fabric enterprises, it can be said that it is a breakthrough in a new category, but also indirectly reduce the inventory risk.

"We should not only make products, but also play fashion well." Yang Shuhua believes that if cultural accumulation is expressed in a young voice, product innovation will get the response of the market. In the sample clothes of Dongrun textile store, the reporter found that even though the sportswear is mainly sportswear, it adheres to the fashion and leisure style in style, and there is no distinction between men's and women's styles in the version style and tailoring. The traditional size system is reformed to ensure that both men and women are suitable for wearing.

Dare to break the tradition, there are emerging products in the tide of the country, but more is the butterfly change of traditional brands. Yisha textile, located in the East market, insists on starting its own fabric brand, while maintaining the original female style keynote, it is also adding more and more leisure sports elements, thus increasing the product line. At present, the company has cooperation with famous brands such as bosden, taipingniao, Evely, Aiwei, Jiuzi, MO & Co, etc.

Different from other traditional stores, the company has set up different service groups for different product categories, just to open up its own fabric brand“ Only in this way can we know the needs of end customers in time. " At the same time, Yisha has also actively broken the online ceiling in recent years, participated in tmall super category day, etc., to shorten the distance with terminal customers. Behind this, Yisha textile takes the initiative to reform and upgrade its products and industrial chain.

At present, the increasing comprehensive cost and more fragmented demand superimpose, to many Keqiao Textile Enterprises to survive pressure. However, when there is pressure, there will be motivation, and the changes of domestic products are also enlightening.

Cultural charm of minority clothing fabrics

The dividend brought by the national tide is complementary to the development trend of clothing enterprises. The national trend also promotes the popularity of traditional clothing, and Hanfu has become one of the most popular choices. The minority clothing users have a strong sense of identity and belonging, and their stickiness is greater than other categories of clothing.

Behind the popularity of Hanfu, it is also a microcosm of the revival of the national tide. With the popularity of Chinese elements, domestic brands continue to tear off the label of "local flavor" and become more "fashionable". In addition, with the unique charm of oriental aesthetics, it has suddenly become a new fashion and cultural favorite of young people. Cao county has more than 2000 Hanfu industry chain merchants, and the sales volume of original Hanfu accounts for one third of the same market in China. This small town and Keqiao also have a lot of fate: more than 95% of the Han and performance costumes produced by Caoxian are Keqiao fabrics.

Xingming textile is located in the East market. The models in Hanfu displayed at the gate let many businessmen stop to take photos. For general manager Wang Xue, the reason why he will sell Hanfu fabrics is that he loves Hanfu culture. She even let her daughter as a little model, wearing Hanfu to introduce new products.

Wang Xue told reporters, "this year's new Dunhuang style and Tang style are selling well. This year, it is popular to have light, bone and gorgeous style. When the business is good, all the sample cards on the shelves of the store will be cut off in a month." It is reported that a large part of Hanfu fabrics in the stores are sold to Caoxian. Keqiao merchants, represented by Wang Xue, provide cloth and fabrics to merchants in Caoxian county. The performance costumes, theatrical costumes and Hanfu produced by Caoxian merchants are then sent to the national market including Hengdian film and Television City in Zhejiang Province.

The demand for Hanfu is generally large, because it takes an average of seven or eight meters of cloth to make a suit of Hanfu. According to the different fabrics, the price of cloth per meter varies from a few yuan to dozens of yuan. Hanfu has strict shape requirements, but at the same time, it also pays attention to the original color matching, embroidery patterns and even production technology, so it needs independent design. Wang Xue said that with the continuous development of the industry and the continuous improvement of consumer demand, the demand of Hanfu customers is also moving towards scale, refinement and fashion development. As the front-line process of clothing, we can't do this industry only with one cavity of passion. While understanding the history of China, we should also innovate according to the current popular elements, so as to launch compatible products that are popular with consumers.

Since 2017, the State Council has set may 10 every year as "China brand day". Guochao, together with everything in the new Chinese style, will come into the spotlight to show its style and attitude to the world. For Keqiao fabric enterprises, even in the face of complex environment and transformation pressure, maintain perseverance, firm confidence, accelerate the integration of information technology, enhance the ability of independent innovation, and continue to promote structural optimization and upgrading, Keqiao Textile will surely go on the road of high-quality development.