The characteristics of a new generation of casual wear From a historical point of view, China's casual wear after three generations of development: the first generation of Hong Kong, Maucao and other brands to bring casual wear concept into the mainland; the second generation is the rise of domestic brands, ; The third generation is the pursuit of individuality, fashion, high quality, reflect the new lifestyle as the characteristics of casual clothing concept appears. What is the fourth generation? And for later people to summarize. But I think it should at least have the following content and features. First of all, China's casual wear industry needs to face the future to optimize the supply of innovation and innovation, is committed to the discovery of future needs. Through innovation and supply to guide the demand, in the clothing culture, in the clothing fabric, in the dress standard, in the clothing sale way, carries on the reform and the change, thinks in the big city how do we, in the prefecture-level city and the small city How to do it, what to do in the rural market. In terms of capacity allocation, the spatial layout will definitely change. For example, Hong Kong in those days and some cities in the developed coastal areas may no longer produce their own garments. Instead, they will shift to paying more attention to technology development, brand building, integration of capital resources and improvement of design standards. As a result, coastal orders, Division of labor processing patterns in the Mainland. Clothing equipment reform, new fabrics, new model innovation, and many of the original demand will not appear, 60% of production capacity with a new appearance. Second, clothing production and manufacturing pay more attention to reflect the technology and technology. The future of leisure clothing should focus on human and humane care, explore life and human body, ecology and health, in time and space to achieve coordination with people. For example, the appearance of high-tech natural fibers refined and remodeled, such as the upgrading of the automotive industry, and the new environment-friendly and energy-based automobiles have certainly changed their leisure sportswear including fabric, color, design, function, Making changes. The original fabric from the petrochemical raw materials and evolved clothing will be eliminated or will not be advocated. Third, the cross-border brand operation will become an important business survival skills. In the near future, the resource game across the regions in the casual wear industry will be vigorously launched. The birth of the strong brand group and the high concentration of elements will enable our domestic brands to begin to compete with multinational casual wear groups and thus trigger cross-sectoral separations Power game. High-grade, mid-range, low-grade, shopping district, street shops, life stores, each level will start a fierce brand competition. It is possible for a group with multiple brands and multiple products to win in this game to become the founder and leader of new rules and games. Factors affecting the development of the industry Specifically, the following aspects of the development of casual wear industry, the most direct and critical impact. From the perspective of consumer demand, the slow recovery of foreign demand, the breakdown of domestic demand structure. On the external demand side, the collapse of the western financial bubble triggered the collapse of consumer demand built on the virtual monetary and credit value system. This caused a large number of integrated processing trade enterprises in the Chinese casual wear industry to hit hard and their export revenues plummeted. Although the one-year joint government rescue package by foreign governments has gradually become effective in the near future and the western economy is beginning to recover slowly, the full recovery of demand, including spending on casual wear, is unlikely to be completed within the next year or two. On the domestic demand side, the structural development trend is clear. The demand for casual wear in first-tier cities such as Beijing, Shanghai, Guangzhou, Shenzhen and major second-tier cities such as Tianjin, Chongqing, Xi'an and Chengdu has reached saturation. In the next five to 10 years, the demand will be even greater Focus on the quality of segmentation, other second-tier cities and the popular third-tier cities still have a vast space brand operation. With the steady increase of rural residents' income, the huge rural market will also be a fertile ground for the development of China's casual clothing enterprises. From the perspective of development factors, the flow of factors accelerated and presented a pattern of differentiation. Economic crisis triggered a burst of production foam in the apparel industry, thus accelerating the structural adjustment of industrial transfer and showing a diversified development pattern. The inland provinces have become the active investment areas for casual wear enterprises; the casual wear enterprises in the Pearl River Delta have been rapidly moving toward a strong industrial base, a complete industrial chain, an excellent policy environment, a smooth business and trade channel, and an obvious shift in the Yangtze River Delta where logistics and transport are well developed. The number of enterprises transferred to Southeast Asia should not be underestimated, and the momentum of cross-border acquisitions into Europe and the United States has emerged. In the long run, the capital inflows will gradually decrease while the influx of talents, information and technology will be slower until the casual garment enterprises transferred to the central and western regions will exhibit labor-intensive characteristics in a certain period of time. Its industrial environment will be gradually improved to show an accelerating trend. In the Pearl River Delta and the Yangtze River Delta region, both domestic and export enterprises will be more committed to surviving their own culture, product development, technical standards, channels and channels in order to exit the low-end, high-cost production model, As a result, they are gradually becoming technology-intensive and capital-intensive. Therefore, capital, talents, information and technology will flow rapidly in these two regions for a certain period of time. From a regional perspective, the game of resources is exacerbated and competition and cooperation work together. China's casual wear business has gone through the same period of the game stage, several important casual wear industry clusters have formed their own positioning and development characteristics. Such as Guangdong Shaxi committed to creating China's trend of casual wear fashion source, China's casual fashion standards endorsement of the regional brand; Fujian Shishi committed to creating Minban casual clothes in China famous brand; Jiangsu Haiyu committed to the construction of casual wear business aircraft carrier; Zhejiang Yueqing is committed to building an internationally competitive casual wear manufacturing, sales and R & D center. These specialized regions have formed their core industries and many enterprises cooperate with each other in division of labor. Production, sales and service connect with each other to form their own eco-clusters of endogenous virtuous cycles. In the next phase, the fierce competition for policy, capital, talent, information, technology and other factors will make China's casual wear industry enter a cross-regional resource game represented by the region, which will give birth to one to two strong brand groups in each region , These groups through the integration of the region, reorganization, product line coverage to all areas. The same group will have multiple brands, multiple series of products, industry capital, core resources, professionals and high-end technologies are highly concentrated in these companies to form the prototype of multinational corporations, and these brand groups will also be within a certain range of cross-regional Collaboration. Shaxi, should be a benchmark in the field of casual wear in China. As a Shaxi people, I am proud of it and wish it a more brilliant tomorrow.