Currently, the Centenary of the Centenary and the Century Epidemic is overlapped, and the global instability uncertainty has increased significantly.

The textile industry is still in the depth adjustment of the transition stage. It is necessary to establish a new style of the new goal of my country's modern development and the main body of the domestic circulation as the main body, with the "14th Five-Year Plan" as a new starting point, adapt to the new situation, and achieve new development.

The internal circulation is becoming a heat word. Time tide, surging, "economic circulation" is an important strategic choice to address the current international and domestic situation. Say goodbye to extensive development of a single export-oriented economy, solid practice, will also become an important opportunity for the China Textile and Apparel Industry to High Quality Development.

On April 16 this year, the National Bureau of Statistics announced in the Xinjiang cotton incident, the National Bureau of Statistics announced that my country's GDP reached 249.31 billion yuan, an increase of 18.3% year-on-year. This data means that the Chinese economy is re-energetic after the epidemic, and this achievement also caused attention and amazing in the world.

In addition, according to the National Bureau of Statistics and China National Business Information Center, in the first quarter, the retail sales of needle textile products is 34.01 billion yuan, a year-on-year increase of 54.2%, and absolute scale has been restored to the same period of 2019. 99.4 %; In the same period, the retail sales of clothing products in the national key retail enterprises in the country increased by 51.1% year-on-year. The retail sales of products in nationwide have increased by 39.6% year-on-year. my country is the world's largest cotton consumer country, the second largest cotton producer, this series of data has also been confirmed by the "Xinjiang cotton China is not enough".

01. Xinjiang cotton out

After Xinjiang cotton incident, many Chinese famous brands such as Taiping Birds, Haishu House, UR, Senma have speaking to support Xinjiang cotton; Chinese consumers are also filled with indignation, and force Xinjiang cotton. Indignation is because the problem has touched the country's bottom line. But many consumers are more unexpectedly and proud. It turns out that China's cotton occupies such an important seat in the world, especially the quality of cotton in Xinjiang is so high. Many people are actually the first time I know "World Cotton Look at China, China Cotton Looks Xinjiang".

Xinjiang cotton is out! At the same time, support domestic goods and supporting domestic brands are getting higher and higher. Instead of Xinjiang cotton incident is a boost, it is better to say that it is more like a mirror, which reflects the status quo and changes in the national confident, market demand, consumption attitude, and textile industrial chain.

Supporting national goods in addition to the maintenance of national national interests, on the other hand, it also reflects that the consumer market has quietly changed, and the international brand is not alternative to the Chinese market. In recent years, the national tide has risen, and domestic brands have already entered the vision of Chinese consumers and are increasingly recognized. Take the clothing brand as an example, many Chinese goods are more than the quality, design, cost performance, or the response speed is better. This is not only a good performance of a brand in the consumer side, but also the integrated strength of the full textile and apparel industry chain.

02. Redefine fast fashion

Taking the rate of reaction, the Xinjiang cotton series products that are less than half a month from Xinjiang cotton incident, the Xinjiang cotton series products have appeared in more than 290 stores in the country. The speed is fast, making the community amazed and thumbs up. This is behind the two major strengths, one is brand power, and the other is the supply of the textile industry chain.

The brand was once the biggest pain in the Chinese apparel industry, and it has been greatly changed in recent years. I used to say fast fashion, we only remember the Zara, Sweden H & M, the US GAP, Japan's Uniqlo; but now, China's UR store has become a card for many consumers. It is very designed and tensioned, rich and diversified products, let this local brand comes out of the road different from traditional fast fashion brands. It can be said that the UR is redefining fast fashion.

In the past five years, it has been seen as fast fashion winter, and many European and American giant brands have increased slide, closing, and even bankruptcy. In 2020, the spread of the epidemic made this less fashionable industry. H & M lost nearly 1 billion yuan in the first quarter, and the profit volume has dropped by 155.6% year-on-year. At present, 20 stores have been closed in the Chinese market. It is expected that 250 global markets this year; ZARA 2020 fiscal year decline is 27.6%, tax Former profits plummeted 70%, it was intended to close 1000 to 1200 stores at the end of this year. China's counter-standard brand UR always maintains an increased growth curve, more than 5 billion yuan in 2020, and the number of stores is more than 40, and even the fashion layout is overseas, and there are currently stores in Singapore and Thailand.

What is the reason for the UR to rise against the market? In this regard, UR founder Li Mingguang talked: "As the global fashionation enters the transition period, the UR is keen to detect the changes in the industry. In 2015, the brand positioning upgrade is actively, and the UR is defined as 'fast luxury fashion' In addition to maintaining fast fashion trend design and rapid update, in various aspects of product quality, store image, consumer experience, etc., bringing a new feeling for domestic consumers. "

03. Complete supply chain supports quality dreams

Li Mingguang also said: "For the past, consumers will not be good enough to be good, not environmentally friendly. We hope to change these pain points, do quality, fabrics, and work in all rounds .ur more focuses on fabric selection and quality Control, while maintaining a preferential price, make the product quality superior to foreign fast fashion brands. "In fact, it is not enough to achieve such a goal, the light dreams and brands are not enough, and the powerful industrial chain is needed.

The Xinjiang cotton series of UR and Upstream Textile Enterprise Wafe Fashion is the typical representative of the downstream brand and the upstream supply chain. The series of clothing fabrics all use Xinjiang long velvet cotton, upstream and downstream, with better raw materials to provide higher quality products for Chinese consumers. Due to the unique illumination conditions of Xinjiang, Xinjiang cotton in softness, gloss, skin care, gas permeability, etc., Xinjiang long glennium cotton is one of the world's top cotton varieties.

On March 26, the UR announced that the WAF fashion reached a deep strategic partnership, and further strengthened cooperation with Xinjiang cotton supply chain. With the out of Xinjiang cotton, there are more than 180,000 mu of high quality cotton fields, 35 rolling mills in Xinjiang, and the annual cotton business capacity is also out of turn. Since March, more than 10 brands have established depth strategic cooperation related to Xinjiang cotton with WAF, support Xinjiang cotton with practical actions. So far, consumers who don't know much about cotton and textile frequently: What is Hua Fan?

Why did the fashion brand choose Huafu? Li Mingguang's answer is: "Huafu fashion is the world's largest new yarn manufacturer and supplier, and the large-scale cotton enterprises that have taken the lead in Xinjiang, planting Xinjiang cotton, have always been close to the UR; Huofu fashion Planted high quality cotton fields can provide us with high quality cotton raw materials. It is understood that Huafu fashion began to invest in Xinjiang in 2006. Through 15 years of accumulation, it has built from cotton planting, processing, transaction, dyeing, spinning, Form any one of the spinning bases of "three yarns", an annual supply chain system of 160,000 tons of yarns.

And the advantages of Huafu fashion are not so. Cheng Xiangli, deputy general manager of the company's marketing center, said: "Akru Huifu has traditionally built the digital construction, subversion of all the production capacity of Huafu in 2020, and has changed many traditional practices, and the equipment is fine. Capture management, production increase, spare parts control, remote site environmental control, etc., provide quality assurance for terminal brands. We will lock high-quality Xinjiang cotton resources according to the brand's order demand, build cotton base, from cotton to yarn To the fabric to the garment, the supply chain system is retrosted, and the quality of the raw material quality is enhanced. "

"In the current high competitive global market environment, UR and Huafu as China's local enterprises should work together to contribute to their respective industries." Li Mingguang said in an interview. Indeed, the development of the upstream industry chain, upstream enterprises is critical to the development of downstream clothing brands, and there is no matching supply chain, and downstream brands cannot be more than a fast-changing market.

As the Vice President of the National Studies of Tsinghua University, Associate Professor of the Public Administration Institute said, "The most urgent tasks of the domestic circulation is to expand domestic demand, stabilize the industrial chain." Huafu and other textile companies are optimizing the supply capacity of China Textile Industry . Sun Riche, president of the China Textile Industry Association, said that China's textile industry has formed the world's most complete industrial system, and the manufacturing capacity and international trade scale have long been in the world. A study of the Chinese Academy of Engineering compared my country's 26 manufacturing industries and global manufacturing powers, my country's textile industry is in one of the five industries in the world's advanced level. Complete industrial system is the foundation of flexible supply chain, and now China's textile industry is an important factor in the global monk.

04. Supermarket

Whether it is a textile industry or a Chinese brand to be attacked, it is the result of national strength, national cultural confidence, and market demand.

As Li Mingguang said, China's fast fashion brand has a unique advantage. This advantage is to rely on a population of 141 billion, including 400 million middle class, 340 million "90/00 after" oversized market. How to play my country's super large market advantage? The Fifth Plenary Session of the 19th National Session of the Party submitted the construction of new development patches that were mutually promoted by domestic circulation as the main body and domestic international double cycle. From a series of data from a quarter, it can be seen that as the most growing consumer market in the world, my country's strong consumption leaders have begun to show.

With 95, my country's market potential will be further enlarged after even if there is even 00. As Li Mingguang said, "China Z generation consumers are more confident in local culture, and the sense of identity of local brands exceeds x, y generation, but they are not only pursuing cost performance during consumption, but also a full range of consumer experiences, while also Express individual values through consumption behavior. "For this reason, UR is more emphasized to establish a more profound emotional connection with consumers, allowing products closest to consumers. Despite the international route, UR is very paying attention to the precise matching of local consumer needs.

Wafe fashion with its deep cooperation is also very optimistic about domestic market consumption potential. "With China's economic growth, it will become a consumption main force, and the domestic market is considered. The environmental protection of cotton products can sustainable, comfortable, and the cost-effective advantage will be sought after by the consumption market, promoting sustainable growth of China's cotton products industry. Chen Ling, President of Waif Fashion Co., Ltd., said in an interview.

Dapeng's movement, not a light of a feather; the speed of moving, the power of unity. Take the wind in the circulation, clasped the market potential, the whole industry chain force, whereby the Chinese brand must turn the corner.