The pace of China’s clothing going global has accelerated significantly. Clothing brands need digital empowerment to go overseas
Clothing brands need digital empowerment to go global
Clothing brands need to use digital technology to understand consumer needs and design products.
Clothing brands need to use digital technology to integrate supply chain resources and expand internationally.
Clothing brands need to seize the dividends of digital social media and achieve precise marketing.
The pace of Chinese clothing going global has accelerated significantly. According to statistics from the General Administration of Customs, in the first quarter, national textile and clothing exports were US$65.1 billion, a year-on-year increase of approximately 44% (a year-on-year increase of approximately 34% in RMB), compared with the same period in 2019 Quarterly export volume increased by 15.6%. Domestic products are selling well all over the world, bringing new opportunities for global development to the apparel industry. Strong clothing brands are seizing the opportunity and getting closer to the goal of building international brands.
Our country’s clothing brands already have the conditions and capabilities to go global. During the “Thirteenth Five-Year Plan” period, the awareness and reputation of my country’s clothing brands continued to increase. Independent brands recognized the important role of expressing cultural confidence and inheriting national civilization, and played an important role in overseas development. The ability to integrate internal and external advantageous resources continues to improve, and we move from going global with products and production capacity to going global with brands and capital.
A number of domestic clothing brands are achieving success on the international stage. Since opening its first overseas store in London in 2012, after years of intensive development, Bosideng has become a high-end down jacket brand sought after by young people around the world. Li Ning, Anta, Jiangnan Buyi, etc. have also successively “went overseas”, either opened stores or acquired European and American clothing brands, and continued to expand their brand influence. Offline is in full swing, and online is booming. SHEIN, a Chinese brand specializing in cross-border fashion e-commerce, has business coverage in 220 countries and regions, with more than 200 million mobile downloads and a valuation of tens of billions of dollars.
However, under the influence of the epidemic, global market demand has undergone new changes. Consumers pay more attention to cost-effectiveness, prefer e-commerce platforms, and prefer online social networking. These provide new opportunities for new brands and put forward new requirements for the digital capabilities of Chinese clothing brands.
Clothing brands need to use digital technology to gain insight into consumer needs and design more efficient and ultimate products. Take SHEIN as an example. It is a “digitally native enterprise” and started late, but it has been able to grow at a rate 20 to 30 times faster than the industry. The main reason is that it has grasped consumer demand and generated strong competitiveness. Clothing brands can use digital tools to capture data from the entire network, summarize and analyze current popular colors, price changes, pattern styles, etc., respond to users’ fashion preferences more quickly and accurately, and design and produce matching fashion items.
Against the backdrop of continued global trade and the rapid development of cross-border e-commerce, Chinese clothing brands are facing more potential overseas market space and are also facing more severe challenges in improving production efficiency. Clothing brands need to use digital technology to integrate supply chain resources and provide rapid response capabilities for international layout. From the perspective of industrial transformation, companies must use digital technology to bring together various production factors of clothing, build a more efficient production system, improve flexible supply capabilities, and establish a stronger “moat” and influence in the future global clothing trade.
In addition, competition in the clothing industry starts with commodities and ends with traffic. Clothing brands need to seize the dividends of digital social media and achieve overtaking in precision marketing and brand building. When their own professional strength is insufficient, clothing brands can find social media marketing agencies as partners to improve their Internet communication capabilities, new media operations, and e-commerce traffic conversion capabilities.
If an enterprise “goes overseas”, digital assistance is indispensable. What enterprises need to think about is how to use data to grasp product innovation design, manufacturing, supply chain systems, marketing services and partners to form ecological influence. As clothing brands are exploring the international market, we also look forward to taking advantage of digitalization to create more Chinese fashion brands with truly international influence.
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