After years of development, China's casual clothing industry has formed a scale of production capacity. However, the current global economic growth is weaker in the east and the possibility of re-layout of the international production and trade patterns. Various macroeconomic variables have a rare strategic opportunity for the leisure clothing industry At the same time, it also accelerates the adjustment of industrial development toward structural optimization and horizontal upgrading. Zhang Zhaoda: Vice President of China Fashion Association Content and Characteristics of New Generation Casual Clothes From the perspective of history, casual wear in China has undergone three generations of development: the first generation is the concept that casual wear is brought by mainland brands such as Hong Kong, On behalf of the rise of domestic brands, casual wear popular way of dressing; the third generation is the pursuit of personalization, fashion, high quality, reflect the new lifestyle features casual wear concept appeared. 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 think about the supply of optimization and innovation, to focus on the discovery of future needs. Through innovation and supply, to guide the demand, in the clothing culture, in the fabric, in the dress code, in the clothing sales methods, the reform and change, thinking about how to do in big cities, in prefecture-level cities and small cities What we want to do, how we do in the rural market. In the distribution of production capacity, spatial layout will certainly change. For example, Hong Kong in that year, some developed coastal cities may no longer produce their own garments, but instead focus on technological research and development, brand building, capital and resource integration, and design standards. As a result, coastal orders , The division of labor processing mode 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, after the advent of natural fibers such as high-tech natural fibers, such as the upgrading of the automotive industry, the new eco-friendly and energy-based cars have certainly changed their leisure sportswear, including fabric, color, design, function, Making changes. The original fabric and evolution of petrochemical raw materials 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 strong brand groups and the high concentration of elements will enable our domestic brands to begin to compete with multinational casual wear groups and thus trigger cross-cutting Separatist forces 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. The key elements affecting the development of the industry Specifically, the following aspects of the development of casual wear industry, the most direct and key. From the perspective of consumer demand, the slow recovery of foreign demand, the breakdown of domestic demand structure. From the external perspective, the collapse of the western financial bubble has triggered the collapse of consumer demand built on the virtual monetary and credit value system, resulting in the devastating impact on a large number of integrated processing trade enterprises in China's casual wear industry and sharp drop in export revenues Although the joint bailout of foreign governments for as long as one year 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 still unlikely to be completed within the next year or two . In terms of domestic demand, the structural development trend is clear. The demand for casual wear in first-tier cities such as Beijing, Shanghai, Guangzhou, Shenzhen and the major second-tier cities such as Tianjin, Chongqing, Xi'an and Chengdu has reached saturation. In the next five to ten years Pay more attention to quality segmentation, other second-tier cities and the popular third-tier cities still have a broad space for brand operation, and with the steady increase in rural residents income, a huge rural market will be waiting for the development of Chinese leisure clothing enterprises a fertile ground . 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. The rapid change of spatial layout accelerates the flow of various development elements such as catalytic capital, talent, information and technology, and shows a pattern of differentiation according to the characteristics of industrial agglomeration. 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. However, due to the need of abundant capital and judgments on the local situation, the enterprises that cross the overseas markets will have unusually rapid flow of capital and information elements at an early stage. However, due to the greater uncertainty in the policy environment, cultural integration and management mode, The flow of talent and technical elements will be slow. 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 are highly integrated in these companies through the integration and reorganization within the region and the company product line covering the whole area. The same group will have multiple brands, multi-series products, industrial capital, core resources, professionals and high-end technologies. , Forming the prototype of multinational corporations. These brand groups will also start cross-regional cooperation within a certain range. The Shaxi, to become China's casual wear in the field of a benchmark area. As a Shaxi people, I am proud of it and wish it a more brilliant tomorrow.