Rather than saying that companies are a little "greedy" in their pursuit of fashion, comfort and functionality, it is better to say that this is a real demand of the consumer market. Whether it is Li Ning or Guirenniao, the positioning of sports brands is gradually becoming younger and more fashionable, which is a major trend. "In 2011, the company's product style has made a major innovation breakthrough. In order to meet the growing young consumer groups born in the 1980s and 1990s, the products can only win the initiative in the consumer market dominated by young people if they continue to move closer to young people and fashion trends." Zhong Shiqiong introduced, "This requires not only innovation in product shape, but also innovation in the combination of materials and craftsmanship, functionality and comfort."

For this reason, Guirenniao's products in the new season have also been adjusted accordingly, and the shoes launched are more dynamic in shape, color and application. According to Zhong Shiqiong, the detailed design is more purposeful and targeted, such as the enhancement of environmental performance, the application of recycled environmentally friendly rubber, the artificial design of one-piece weaving, etc. In terms of performance breakthroughs, the use of new processes such as lightweight material support strips, Oxford cloth differentiation, flannel, and the combination of materials and color matching will improve the cost performance of this season's products, and the overall performance of all aspects of the products will be greatly improved.

Who is actually manufacturing the hot functional selling points?

From the perspective of the transmission direction of the industrial chain, fabric companies should be the first to come into contact with popular trends. It is a matter of course for them to spread market selling points to downstream. In the eyes of clothing companies, fabric companies often only undertake the functions of production and processing, and they are still lacking in grasping the selling points. This disagreement has a long history. In the debate on the "right to speak" in the market, the concepts of both sides have actually changed a lot.

As Lv Tieshan introduced, the fabric suppliers that have established long-term cooperation with Li Ning are all ranked top in the world. Their latest technology can be introduced to Li Ning in the shortest time. Although each clothing brand has different marketing methods, for a certain function, such as cool feeling, each brand thinks it is worth doing in summer. Therefore, clothing brands are promoting it, and fabric companies are constantly improving its functions, which will form a major selling point in the market.

It can be seen that win-win cooperation has reached a consensus between fabric companies and clothing companies. Li Ning will come up with a clear plan for product development every season, and also hopes that fabric companies will feedback some new raw materials and new function information. However, Lv Tieshan also pointed out the shortcomings of domestic fabric companies. The planning proposals provided by fabric companies in Japan and Taiwan, China are very good. The combination of pictures and colors shows the use of fabrics very well. The product advantages are told to clothing designers in the most intuitive way. When recommending their own innovative products, domestic fabric companies should also learn how to clearly show the use of fabrics. Winning by quantity and price does not have much advantage.