In the beginning, Vice President LIU Rong accompanied the group led by Vice President WANG Jiansong to visit the "Fashion Courtyard", where the original office of the founding team of the Fashion Group is restored. The group learned about the corporate culture of the Fashion Group here and reviewed its development history.

After the visit, the two parties carried out in-depth exchanges. In terms of institutional cooperation and co-construction, the Academy's Fashion Industry Research Center and Interdisciplinary Educational Innovation Research Center plan to cooperate with the French FERRANDI to establish a food laboratory. The laboratory is committed to taking food as the starting point to bring fashion aesthetics into life, creating a platform for the gathering of innovative resources in the food industry, promoting the integrated development of industries with advantageous resources, and improving the transformation path of achievements to create a complete ecological chain running through life and culture from brand to product line.

In terms of business implementation, the Fashion Industry Research Center can make good use of the public space in the Academy internally, introduce resources to hold fashion art salons, fashion exhibitions and other activities, and perform the perfect inter-embedding of life and scenes in the public space. Externally, the Fashion Industry Research Center can implement in scenes in the core urban cultural areas of Beijing, Shanghai, Guangzhou and Shenzhen, such as the Guanghua Road Campus of Tsinghua University, hold art boxes and pop-up boxes themed by "art science, lifestyle and fashion" and regularly exhibit, and communicate and release the achievements of the Center to realize the transformation and implementation of fashion aesthetics boutique projects.

On the day of the activity, the 2021 China Fashion Industry Consumption Research Report - National Tide Revival (hereinafter referred to as the "Report") produced by the Fashion Industry Research Center of the Academy and the Fashion Group was also successfully released and the research data was provided by "Ipsos (China)". Taking the new "fashion model" of humanities and science as the research yardstick, relying on the big data of brand cooperation of Fashion Group in 2021 and more than 10 classic cases in recent two years, and combined with more than 1,000 consumer survey questionnaires covering all ages and multiple cities and in-depth interviews with many brand executives, the report makes an extensive and in-depth discussion and analysis on the history, current situation and future of many consumption fields such as clothing, beauty, lifestyle, automobile, jewelry and wristwatch in China's local fashion industry, and identifies and highlights the key factors for Chinese local fashion brands to win the modern fashion consumer market with personalized aesthetic expression and value proposition. (please check the details of the report at the end of the report)

After the visit, Vice President WAMG Jiansong hoped that the Fashion Industry Research Center can uphold the development concept of "taking cross-border innovation as beauty, being born for value, and empowering growth", and that the Academy will comprehensively help the achievements of the Fashion Industry Research Center to be implemented in the scene in Beijing CBD and other places, promote the implementation in an all-round manner, enable Chinese fashion enterprises and industries to realize high end, refinement and IP, lead the new consumption trend of the new era, and realize the sustainable and high-quality development of the fashion industry.

2021 China Fashion Industry Consumption Research Report - National Tide Revival:

PART 1: New Era Attributes of Fashion Consumption

The connotation and extension of "fashion" continue to evolve with the times. The driving force of its industrial development is closely related to the industry, science, culture and commerce. In recent years, the industrial structure has been upgraded, the industry talent pool has increased, and the local fashion industry has truly on the fast track. From the dominance of overseas brands to the flourishing of local brands, the rise of these four forces has brought great changes to the consumption composition of the domestic market, promoted the rise of trillion-dollar industries, and witnessed the changes of the times since the reform and opening-up.

PART 2: Establishment of the Scale of the Fashion Model

This report identifies six scales of the fashion model: Technology & Innovation, Recognition, Excellence, Nature, Design, and Spirit).

Through the methodology of fashion model, the report refines the key to the success of Chinese brands in the fashion field, expecting to provide more accurate business practice for local fashion practitioners and guide the direction of domestic brands that will sail far through the combing of multi-dimensional elements.

PART 3: Six Areas of Fashion Insight

This report selects six areas covering clothing & fashion, beauty, cultural tourism, home decoration, car travel, and jewelry & watches closely related to consumer life for research. From a professional perspective and in combination with the analysis and demonstration of classic cases, this report analyzes in detail the opportunities and challenges faced by domestic brands from the starting point of the overall situation and case response of the domestic fashion industry under the pandemic.

PART 4: Fashion Consumption Trend in the Post-pandemic Era

The report focuses on the consumption attributes of the new era and gives consumption suggestions in the post-pandemic era through the demonstration of the fashion model and the analysis of six vertical consumption fields:

1. Pay attention to the business expansion and promotion of data application and extend the media platform, return to the attention to high-quality media, pay attention to the creation of brand concept and value proposition, and well tell the brand story;

2. Solidly link with consumers' emotions, enhance the ultimate pursuit of product quality, and catalyze the identity of consumer groups in the Z era;

3. While keeping the tradition, continue to make efforts in design innovation, integrate traditional national cultural genes and green environmental protection concepts, and promote national tide to go abroad with a new attitude.

PART 5: Dialogue with Industry Brands

Anta, Florasis, Chow Tai Fook, Great Wall Motor... The report discussed some Chinese brands that have performed well in exploring Chinese culture, thinking about the Chinese market, and discussing with Chinese consumers in recent years, hoping to have a restricted view and bring about "national tide revival" a new interpretation from multiple perspectives.

"National tide" is a phased marketing trend in which Chinese brands actively explore and strive for independence and maturity. That the new generation of brands gradually develops, dominates the market, and finally has a mature and self-consistent business philosophy and concept is a gradual process and a systematic project.

"National tide revival" is closely related to the awakening of Chinese brands, the iterative innovation of technology, the growth and maturity of the Z era, and the changes in consumption habits brought about by mobile internet. As China's leading fashion media organization, Fashion Group believes that there is no single word that can comprehensively summarize the innovative power of Chinese consumer brands, and that Chinese brands should not be simply labelled. We have recorded and analyzed the performance and needs of brands in different development stages and different economic environments from a new professional perspective of fashion, which has played a due role in promoting the real internationalization of China's fashion industry.

Fashion leads the future, fashion power relies on the future, national brands in the new era are reviving, and the future of the new national tide has come. It is the responsibility and vision of our generation to bring made-in-China, Chinese tide and Chinese culture to the world and influence the world.

About the Fashion Industry Research Center of Tsinghua (Qingdao) Academy of Arts and Science Innovation Research:

The Fashion Industry Research Center of Tsinghua (Qingdao) Academy of Arts and Science Innovation Research is a cross-border innovation institution jointly established by Tsinghua (Qingdao) Academy of Arts and Science Innovation Research and Fashion Group. Fashion Group, a leading fashion and lifestyle media group in China, has established 13 well-known media brands such as COSMO, Bazaar and Esquire, and has extensive influence on consumers, media industry and fashion industry.

The Center responds to the strategy of building a strong country in culture, education and talent, so as to gain insight into the changes in fashion consumption, promote the innovation of fashion thinking and empower the future development of fashion industry as a vision. Through the chain of "IP incubation + research consultation + enterprise project training", the Center promotes the combination of scientific and technological innovation and user value, promotes the development of fashion industry and information creative services, meets the needs of talent, design, cultural innovation brand upgrading and industrial development, and creates the best partner of the leading brand of global fashion service industry, innovation resource gathering platform and fashion information service.

Based on a large number of preliminary researches and external researches, the Center launched the "2021 China Fashion Industry Consumption Research Report", aiming to observe the changes in consumers' fashion consumption behavior and the countermeasures of fashion brands in the post-pandemic era and especially think about how this unique cultural phenomenon can lead the new consumption trend under the background of the rise of national tide, so as to promote the transformation and upgrading of fashion industry, enhance the influence of local brands at home and abroad and achieve sustainable and high-quality development.