On the eve of the Dragon Boat Festival, Henan Satellite TV launched underwater Chinese wind dance video "Luo Shen Water Fu" hot network, through the "national tide" cultural innovation, driving traditional cultural aesthetics into people's lives. In recent years, in the young group, "national tide" has become the most popular fashion culture, they buy domestic goods, use domestic goods, sunburn foreign goods, and feel proud of this.

"National Tide" in the consumer market is surging, China's brand influence is increasing, and China's manufacturing also changed its original appearance in cross-boundary integration. Behind the trend of the country, more and more Chinese clothing brands are innovative and developed, and for the foundation of clothing - the fabric is also combined with the present demand, the new wind is evolved.

Recently, the "Textile and Apparel Week" reporter visited the major markets of China Textile City, in-depth line, understanding in the current prevalence of national tide, how to use new ideas, new technologies, new patterns in this global, new technology, new models The industrial chain is upgraded.

Don't open the sportswear fabric

The term "national trend" in 2017 began to enter the public vision, China's brand focus increased rapidly. China's famous brand Li Ning has launched a series of Chinese elemental sweaters to participate in the New York Fashion Week. This move has set off a national style, and other Chinese brands have also launched their own national trend.

As a design style and brand agreement, the national trend is earlier than other costumes than other costumes, which reflects that sportswear is relatively important in consumer cognition, and more professional, so market concentration is more High, more trusted head brands, and it is more likely to become a carrier of the national tide.

Located in China's Textile Textile Mainly all kinds of down jacket fabrics, with Bosideng, Ailei and other brands have cooperation, the company's general manager Ye Sufang said, this year's craft downcomer fabric is particularly good, and use embroidery on the fabric. Beads, sequins, printed, lace and other processes, increase product personalization, is also favored by brands. "Mainly affected by the consumer market, on the one hand, now everyone's living standards are improved, on the other hand, young consumers prefer attitude, have the products of the story, even the down products are no longer black, Su Thai Qing, etc. Mainly. "Ye Sufang is a piece of fabric with a beaded, embroidered, printing and other processes. This fabric is very spring, the background is rich, and there are more than 200 varieties to choose from, widely used, and use three in three Even even quarter composite fabrics do not create drill down, velvet phenomenon because of the superposition of the post-finishing process.

The reporter found when interviewing sports fabric enterprises, in the past, due to traditional sportswear companies, they did not respond to consumers' consumption habits. Now, as young users pay attention to online consumption and cultural confidence, it will bring opportunities to many primary created companies, as long as they keep the pace of users, and they can extend the "life" of the product. This is also suitable for fabric companies.

Dongrun Textile is also based on the production of down jacket fabrics. The company's customer accounts for more emerging brands and middlemen. Yang Shuhua, head of the store, said, the background of the era of domestic goods, also gives these initiative brands more development space. "Sports apparel brand is not limited to specific sports scenes, but to enter daily leisure life, this is a prominent prospect worthy of attention, and it is also the chance of start-up products and brands. Whether it is subdivision The entry of the category is still the national tide of product design, essence is a better satisfaction of consumer psychology at the level of product development. "In her opinion, as a fabric company, I will still do my job: on the one hand Walking in front to develop more new products, on the other hand, and communicate more timely and customer to understand their actual needs.

Neutral clothing derived fabric innovation

The rise of the national tide is that China's manufacturing changes, and it is true for real portrayal. Change the traditional industry with new ideas, use new technologies to improve quality efficiency, use new model to open up new space, "national trend" is full of innovative stories.

For the "Z Genetic", the brand sells is not only a dress or an accessory, but the expression of the style and attitude. Many brands have chosen to take the tide card, and actively look for "young feelings", which is also derived from the epidemic trend of "neutral wind" clothing. The special product without gender clothing is that it can cover men's clothing and cover women's clothing, and even children's wear. This is a new product breakthrough to a fabric company, and it is also indirectly reduced inventory risk.

"It is necessary to do a good job, but also to play fashion." Yang Shuhua believes that cultural accumulation is expressed by young language, product innovation will receive the market response. The reporter saw in the sample of Dongrun Textile Store, even if the sports down jacket is mainly, but in the style, the fashion leisure style is insisting on the style, and there is no difference in men and women in the style. It is guaranteed by transforming the traditional size system. Men and women are suitable.

Be courage to break the tradition, "attack" of emerging products in the national tide, but more is the butterfly change of traditional brands. The yarn textile located in the east market, while insisting on the brand of the fabric brand, there is also a growing casual motion element, thereby increasing the product line. The company is currently working with Bosideng, Taiping Bird, Ivli, Ai Wei, Qi Zi, Mo & Co.

The store sales Wang Xue introduced that unlike other traditional stores, the company specializes in different product categories, specializing in different service teams, just to start their own fabrics. "Only in this way, we can learn the needs of end customers in time." At the same time, the yarns also actively break the online ceilings in recent years, participate in Tmall Superbook Day, shorten the distance from end customers. Behind this is the mainstobile, bravely change, and improve the product and industrial chain.

Currently, the continuous increased comprehensive cost is superimposed in more fragmentation, giving a lot of stress to survive. However, there is a pressure that there will be motivation, and the domestic product changes are also enlightened.

The cultural charm of small clothing fabric

Due to the dividends brought by the national trend, the development trend of the decided of clothing enterprises is complementary. The trend also promoted the popularity of traditional clothing. Hanfu became one of the most popular choices. The small costume users have a strong identity and belonging, and their viscosity is greater than other categories.

Behind the heat of Hanquin is also a minority of the national tide. With the popularity of Chinese elements, domestic brands continue to tear "earth" label, more "tide", plus unique oriental aesthetics, and become a new favorite in the current young people. For some time, Cao County, which burst the fire, has more than 2,000 Hanfu industrial chain merchants. Original Hanfu sales account for one-third of the national similar markets. This small county and Keqia also have a not shallow fate: Hanchao produced by Cao County, exceeding 95% of the performance service is Keqia fabric.

Xingming Textile is located in the east market, and the models of Hanfu placed in the door, many merchants stoppering. For the general manager Wang Xue, he will sell Hanfu fabrics, first because of the love of Hanfu culture. She even let her daughter make a small model, put on Hanfu to introduce new products.

Wang Xue told reporters that "this year's newly launched Dunhuang, Tang Feng sales are very good, this year is more popular, bone and gorgeous style, when the business is good, the sample card on the shelf in the store is all Siping. "It is reported that the Hanfu fabric of the store has a large part of the soldiers who have sold to Cao County, with Wang Xue, provides cloth, fabric, Cao County merchants produced by Caoxian merchants. Hanfu, was sent to the national market including Zhejiang Hengdian Film and Television City.

The general order of Hanfu demand will be large, because of the production of Hanfu, averaged for seven or eight meters. According to the different fabrics, the price of each meter is in a few yuan to tens of dollars. Hanfu has a strict shape requirement, but it also pays attention to the original color, embroidery pattern and the production process, so you need to design independently. Wang Xue said that with the continuous development of the industry and the continuous improvement of consumer demand, the needs of Hanwu customers are also moving towards scale, refinement and fashion. As the foregoing process of the clothing, we can do this industry only with a bloody blood. While understanding Chinese history, it is necessary to make a synergistic innovation according to the current elements, so that the consumer-friendly compatible product can be launched.

Since 2017, the State Council will set up on May 10, China as "China Brand Day". The national tide, along with everything in the new Chinese, will go to the spotlight, showing its style and attitude toward the world. For Keqiao fabric companies, even if facing complex environmental and transformation, maintaining strength, reliable confidence, accelerating information technology integration, enhance independent innovation ability, continuous promotion of structural optimization upgrades, Keqiao Textile will certainly develop high-quality development The road is on the road.