Brand Power: Strengthen Clothing Industry Brand And Expand Global Market

With the rise of young people's demand for fashion trends and classical aesthetics, clothing consumption shows a good trend of development and has become a focus of attention. The Central Economic Work Conference proposed to stimulate potential consumption and promote consumption from recovery after the epidemic to continuous expansion. The number of clothing consumption groups in China is huge, and clothing consumption has great development potential, which is one of the important growth points to promote consumption expansion.

At present, China's clothing consumption has the characteristics of diversified product styles, more emphasis on spiritual connotation, and continuous improvement of material and fabric quality, which better meets the needs of consumers for diversification, personalization, and quality, and conforms to the development trend of consumption upgrading. According to the data released by Economic Daily and JD, since 2023, "dopamine", "maillard", "new Chinese style" and other styles have become popular, reflecting the diversity of contemporary fashion and the pursuit of personalized expression by the young generation. Traditional costumes such as Han and Tang costumes containing classical aesthetics continue to be popular among consumers. At the same time, consumers' attention to materials and fabrics has promoted the quality upgrading of the fashion industry. Soft and comfortable, not easy to deform, windproof and warm, etc. have become popular keywords. However, there are still some problems in the development of clothing consumption in China, such as insufficient supply of brand consumption, the ability of digital and intelligent development to be improved, and the consumption environment to be improved. The next step is to enhance the supply level of brand consumption, accelerate the digital and intelligent transformation of apparel enterprises, and continuously optimize the apparel consumption environment, so as to stimulate the potential of apparel consumption and help promote the continuous expansion of consumption.

Strengthen brand and improve consumption supply level. Encourage qualified places to take advantage of modern business circles, pedestrian streets and other commercial carriers, actively introduce domestic and foreign well-known brands and creative designer brands in the apparel field, support apparel brand enterprises to launch new products, open first stores, build a number of brand flagship stores, online celebrity stores, fashion buyers' stores, etc., and better gather global apparel brand consumption resources. Encourage local apparel enterprises to combine Chinese traditional culture, classical aesthetics, modern art and other elements to strengthen innovation in material selection, new product research and development, appearance design, publicity and promotion, improve the quality of apparel products, and expand the popularity of domestic apparel brands. Encourage manufacturers and e-commerce trading platforms in the apparel industry to set up a special area for online sales of Chinese "trendy goods", and hold activities such as the Guochao Fashion Shopping Festival and the Fashion Carnival.

Accelerate the digital and intelligent transformation of apparel enterprises. Guide apparel enterprises to use the massive feedback data of consumers to timely capture consumer trends, and use digital technologies such as artificial intelligence, big data, cloud computing to strengthen the intelligent design of fashion styles. Support apparel enterprises to establish a digital supply chain management system, improve the response speed and collaboration efficiency of the supply chain, and achieve flexible production matching terminal demand. Encourage large apparel enterprises, technology companies, etc. to provide technology empowerment for small, medium-sized and micro apparel enterprises, promote small, medium-sized and micro apparel enterprises to accelerate digital and intelligent transformation, and achieve win-win cooperation.

Continuously optimize the clothing consumption environment. We will strengthen the joint enforcement of laws across departments, strengthen the punishment of sales of fake and shoddy clothing products, exaggerated publicity, false marketing and other acts, and establish and improve a consumer class action litigation system that conforms to China's national conditions. Promote the data sharing between the clothing trading platform and government departments such as industry and commerce, taxation, etc., establish and improve the tax management mechanism for online business entities, strengthen the supervision of "big data killing" and other improper behaviors, and create an online and offline fair development environment. Encourage apparel trading platforms to use digital technology to carry out online mediation, online dispute adjudication, etc., and strengthen the protection of the rights and interests of apparel consumers. (Fu Xin)

(Source: Economic Daily)