Sun Ruizhe: Anchoring The New Pattern, Innovating The Future And Opening Up A Bright Road For China'S Garment Industry

On March 30, the "Lingdi style3d · 2021 China clothing forum" with the theme of "jointly creating: a digital future" was held in Beijing Oriental Grand Hyatt Hotel. Sun Ruizhe, President of China Textile Industry Federation, attended the forum and delivered a keynote speech "anchoring the new pattern and innovating the future". In his speech, he elaborated on how China's garment industry would break through the new direction of future development from three dimensions of digital community, cultural value chain and future discourse power. Here we forward the full text to share with you.

Anchoring the new pattern and innovating the future

Sun Ruizhe, President of China Textile Industry Federation

March 30, 2021

China Fashion Forum

Dear colleagues and friends: Hello!

Under the new dual cycle development pattern, the super large-scale market advantage is being transformed into a huge space for brand development. The joint efforts of brand enterprises in innovation make the new momentum of China's economy more surging. Under the tide of new infrastructure construction, a new round of industrial development paradigm is quietly brewing. New brands, new products, new formats and new models are constantly emerging, continuously leading and creating new consumer demand. With "co creation: a digital future" as the anchor point, we are here to ask "where the light comes from", comply with the "heart's direction", let the light of thought flow into the future road, realize a new leap on the basis of a powerful country, and push the industrial development to a new height. Here, on behalf of the China Textile Industry Federation, I would like to express my sincere respect to the clothing brand that sticks to its original intention, takes root in practice, cultivates the industry and pursues the glory!

"Standing on the top of high mountains, walking on the bottom of deep sea" -- standing on the top of high mountains, then seeing widely; sneaking in the bottom of deep sea, and then cutting. During the period of the "14th five year plan", we need to establish a panoramic pattern and vision, think about the source of value from a large space and a large scale, and discover potential opportunities; with a more solid and profound underlying logic, we should lead the industry to shape and have a higher level of "mental bandwidth". "Keep watch and help each other, open up a broad road to the bright future of China's clothing industry" through this forum, I will discuss with you from the three dimensions of digital community, cultural value chain and future discourse power, so as to break the situation and solve new ideas.

From rebirth to original: creating digital community together

Digital economy has brought about profound changes in production mode, organization mode and innovation paradigm, and is becoming a universal form of global economy. The outbreak of the epidemic has accelerated the process of digitalization. The growth rate of global e-commerce in 2020 is 2-5 times of that before the epidemic. Digital economy has become an important force to lead the future economic development. The competition around data resources, infrastructure and industrial ecology is becoming increasingly fierce.

First, technology is the cornerstone of change. At present, the proportion of digital transformation of Chinese enterprises is only about 25%, which is far lower than that of 46% in Europe and 54% in the United States. With the rapid penetration of data technology into various fields of social and economic activities, the market environment will become more transparent, the supply and demand will be more matched, and the personalized consumption demand of residents will be further released.

At the same time, data and algorithm driven is not only the optimization of production mode, but also the rebirth of design scene. With the cross integration of core technologies such as 3D, 5g, AI, VR and sensing, the functions of data empowerment, assignment and intelligence are increasingly prominent, and the application scenarios are constantly expanding. It will upgrade the mode of industrial development and build the capability base of "visible, grasping and pushing".

Through style3d modeling, the Inman brand simulates the virtual clothing to achieve high simulation of fabric texture and visual style. It is convenient and efficient to adjust the style and layout online, which also enables designers to work more efficiently in the new product development collaboration. Through the digitization of human body and clothing, based on the analysis of big data such as user's human body, behavior preference and clothing trend, Haier clothing online clothing digital platform realizes the digital management of user's clothing and intelligent matching and push of clothing, as well as accurate large data intelligent clothing recommendation service for users.

"Digital fashion" is becoming the fashion standard of the era of clothing industry. From "efficiency pursuit" to "aesthetic consideration", to "emotional computing" to "intelligent design", the digital products, services and contents of "digital fashion" carried by "virtual Idol" have been improved synchronously, and the original innovation of "from inside to outside, from form to spirit" is being realized, The management process, organizational structure and operation mechanism of traditional brands are being reshaped.

Second, people are the core of promoting change. The new generation of digital users, namely digital aborigines and digital natives, need to be fully and re understood. Their digital lifestyle has shifted from the traditional consumption and social level to the deeper content and spiritual field. In the multi-dimensional space of virtual and real integration, they seek the mapping and interconnection of emotion, aesthetics and value, and build a more unique and cool self.

Virtual idol is a typical example of digital fashion being pursued by digital generation. In March this year, the unreal engine of Epic Games released a new tool, Metahuman creator, which can easily create and customize realistic virtual people. Behind the popularity of virtual idols, it comes from that in the virtual world, everyone's ideal self is hidden. According to iqiyi's 2019 virtual idol observation report, nearly 400 million people in China pay attention to virtual idols, and the virtual idol market is estimated to reach 200 billion in 2020. Virtual idols participate in carrying goods, holding concerts, etc., which bring more income than real people. In the first half of 2020, more than 4000 virtual anchors will be broadcast in station B every month.

The consumption preference and avant-garde aesthetics of the new generation are far beyond the inherent imagination of traditional brands, and the different action tracks they leave behind in the digital world are not without rules to follow. In the future, the brand should further think about how to aggregate the "fragmented sub bodies" scattered in different social accounts and e-commerce channels into a "digital community", break through the boundaries of the company and go deep into all levels of the value chain, establish end-to-end full link capability, and realize accurate capture of user needs and personalized satisfaction based on full contact and more complete lifestyle data To truly complete the digitization of users and precipitate the real private traffic.

From self-knowledge to self-reliance: creating cultural value chain together

Modernization and globalization bring inevitable cultural anxiety and cultural conflict, and at the same time bring precious opportunities for the development of national culture. In the context of the development of the clothing industry, whether it is popular culture, high-end culture or elite culture, we need to have a rational and perceptual understanding of the context of Chinese local fashion, and through this "self-knowledge" with depth and temperature, we can promote the recognition, identification and strengthening of China's clothing industry to its own cultural genes.

First, the premise of cultural self-confidence is cultural self-knowledge.

First of all, we should "go from broad to fine". In the context of globalization, modernization and youth, to explore the core and extension of "Chinese culture", we should not only take a telescope to see its outline, but also take a magnifying glass to observe its texture. The core appeal of the current upsurge of traditional culture is to "know where it comes from and where to go" and "know what it is, and know why it is". For example, song culture is a large compound word, which is the sum of Northern Song Dynasty and Southern Song Dynasty, the superposition of Song Ci and song porcelain, and the blending of Neo Confucianism and aesthetics. Through many seemingly grand cultural propositions, we should go deep into the background and details of history and tradition. On the precise positioning of many specific, deep-seated and fresh issues, we should distinguish the source and analyze the current, eliminate the false and retain the true, eliminate the misunderstanding of the cognitive level, the misuse of the practical level, and the misguidance of the communication layer, so as to avoid the superficial appearance. Instead, we should be in awe, keep the right and innovate.

Secondly, we should "turn the parts into whole". We should systematically sort out, interpret, refine and interpret the fragmentary ancient aesthetic concepts, find out the context and logic of our own development, construct our own contemporary aesthetic discourse system, and weave the inspiration fragments scattered in the depths of ancient books into ideological paintings. Therefore, we should strengthen the basic research work and construct convincing traditional clothing theory System, salvage the cultural treasures left by traditional knowledge system, preserve the richness and diversity of folk costumes, and provide solid historical and aesthetic support for cultural confidence.

Second, the direction of cultural self-knowledge lies in industry independence.

First of all, we should "integrate and connect". Five thousand years of Chinese civilization, need to be integrated into the reality of clothing longitude and latitude and texture contour. Clothing, as a dominant symbol and a good carrier of cultural identity and self-confidence, needs traditional culture, philosophical spirit and aesthetic interest to be "visible and palpable" on the basis of "speaking clearly and standing firmly". Therefore, it is necessary to effectively decode and translate the abstract language of culture into a vivid fashion design language, establish a business with culture and finally realize industrial culture The realization and independence of personality.

Secondly, it is necessary to "understand the ancient and understand the present". Chinese clothing culture has historical and national characteristics, and more contemporary and international. We should be good at using the power of modern science and technology to depict the clothing language with more vitality. For example, the exhibition of Chinese ancient costume culture, which is on display at the national Expo, is very complex in the production process and technological process of 15 sculptures of different dynasties, which concentrate on the aesthetic style of Chinese dynasties. A variety of digital means and technologies are used, including character design, matrix numerical control technology scanning, digital sculpture construction deepening, clay sculpture deepening molding, film and television special effects deepening production and shadow In the process of promoting the integration of cultural resources and industrial value, we should actively use modern information technology to establish a database of traditional clothing materials, colors, patterns, crafts and structures, so as to promote the application and innovation of industrialization, For the contemporary transformation of historical and cultural resources to product value, it provides a unique and distinctive conception, and injects diversified power into global fashion, and opens up the aesthetic type of "independence but not isolation" and "harmony but difference".

From benchmarking to benchmarking: CO creating the right to speak in the future

The long-awaited discourse power of China's garment industry is to participate in the setting, interpretation and construction of the future topic framework and discourse system, and export China's technical solutions, industrial practice theory and aesthetic value orientation.

One is to become one of the makers of international standard rules. All along, the technical standards developed by developed countries support the global market. With the rapid development of the fourth industrial revolution, it has become an important means for major developed countries to seize the commanding heights of future competition by formulating new generation information technology standards and vigorously promoting technical standardization. We should anchor the long-term effect of international standards, actively contribute to China's technical solutions, actively and deeply participate in the formulation of international standards and technical regulations, jointly establish an international standardization organization led by China, and jointly set up international standards with international counterparts, so as to realize the "follow-up" to "parallel running" and even "leading" in some characteristic fields, and from passive participants to active systems The change of the target. On the one hand, we should speed up the formulation of key technical standards to promote the international development of China's technologies, products, projects and services. On the other hand, we should comprehensively improve product quality standards, carry out international standard benchmarking action, and establish high-end image through high standards. Only by taking a more self-discipline, more professional, more authoritative and more active attitude and standing at the commanding height of standard setting, can the complicated and changeable interest game of industrial development be inlaid with "dark clouds of golden border".

Second, seek the right to explain the future lifestyle. In the past two years, a series of social issues, such as sustainability, new women and inclusiveness, have been continuously fermenting, pointing to the reality of "high quality life in the digital age". The rapid change of society makes the value and norm unable to take shape. The global fashion industry needs a new set of epistemology and methodology. Facing the impact of pop culture, retailers, brands, consumers, urban planners, etc., are carrying out a new round of exploration. For example, Shanghai urban master plan caters to people's increasingly graphical social preference, takes advantage of Meng culture's wide spread and easily accepted communication advantages, integrates some elements and symbols of popular culture, and designs a more grounded brochure, which has achieved good public promotion and publicity effect.

In the next 30 years, more and more Chinese clothing brands and even urban cultural brands will actively "go out". We must start from our own response, implementation, with a more positive attitude, a broader vision, a larger pattern to intervene, to think, to voice, to explore the development model and industrial system of harmonious coexistence of human and human, human and technology, human and nature, explore who we are, where we will go, and find our own way of "poetic dwelling" in the digital world. This solid foundation point is to link our past, present and future history, culture and national conditions.

"The 14th five year plan" and the outline of the long-term goal in 2035 "put forward that we should implement the pilot enterprise cultivation project, cultivate a number of leading enterprises with ecological leading force and core competitiveness, carry forward the entrepreneurship, and implement the healthy growth promotion plan for the young generation of private entrepreneurs.

"Accumulate a spoonful to become a river, accumulate a little dust to be lofty." China's garment industry is in a period of strategic opportunity and an important window period of high-quality brand development. We should transform the grand strategic vision into an executable business plan, and transform the abstract brand culture into the perceptible value details. We hope that based on the new development period, we can "heart tiger, smell the rose", and jointly create the industrial picture of Qianfan competition and renewal, and harvest a better future.

I wish this forum a complete success. thank you!