Who Is Defining The First Year Of Chinese Fashion Meta Universe?

Compared with the United States, China may be more suitable to build a meta space platform, but the challenges are also very severe.

In the past decade, the popularity of digital retail in China has been ahead of that in the world. Behind it lies the industrial cornerstone conducive to the development of the meta universe: consumers' dependence on smart phones is very high, and various applications cover clothing, food, housing and transportation, resulting in the birth of a large amount of data. But at the same time, China's rapid development in the meta universe track also faces certain challenges, such as how to open and integrate data on the basis of information security, so that data can produce value. For example, how to use meta universe decentralization to break down barriers and realize data flow and connection between platform and application layer will also be a challenge.

In addition, how to get rid of the simple new concept marketing and return to the essence of meta universe technology has become a consensus reached by fashion enterprises deeply cultivating in the Chinese market. L'Oreal Group, an international beauty giant, has its own way to construct the meta universe in Paris, France. Whether it is at the bottom of the technology or the communication between departments, China's industrial environment and technology maturity are very different from those in Europe and the United States. As LAN Tingyuan, project director of L'Oreal China consumer center, said, the prelude of the meta universe is opening. Although China is still in a very early stage, in the future, the logic of "people, goods and fields" in the retail field still exists and will continue in the meta universe space.

The same difference is also reflected in the field of NFT. The Chinese government attaches equal importance to supervision and support to link NFT assets with digital RMB to create Web3.0 with Chinese characteristics, which is conducive to the development of fashion yuan universe to a certain extent.

In addition, according to Liu Jinyao, CO chairman of the board of directors and CEO of adweixuan group, a pioneer in the field of meta cosmos marketing, the revenue of Web3.0 in the global fashion and luxury industry is expected to reach US $50 billion in 2030, and the potential market of luxury group will expand by more than 10% in eight years, which will promote the industry's EBIT growth by about 25%; In China, the size of digital collections is expected to be about 29.8 billion yuan in 2026.

Therefore, it is not difficult to draw a conclusion: super large market scale is the unique advantage of China's economic development. With a clear understanding of the underlying logic of the track and attaching importance to and continuous efforts on the technical side, this fertile land is taking advantage of the meta universe to breed new opportunities.

At 2022wdcc, digital marketing agency adweixuan group, together with Shanghai Tang, a national luxury brand representing modern oriental aesthetics, has created a Chinese artistic conception of mountains, lakes, seas and currents in the meta universe sub venue with a strong sense of science and technology, with Shanghai Tang, a national luxury brand, representing modern oriental aesthetics At the same frequency and on the same screen, the fashion show of virtual and real coexistence has become the first in the world.

Shanghai Fashion Week, Xintiandi and China's top designers jointly launched digital manuscripts into digital fashion, which were released in the form of NFT, collected and "tried on" by consumers; Anta released the complete digital works from digital man to digital fashion and digital scene in China International Fashion Week, which is also the representative of Chinese brand "tasting" the meta universe; Even Li Ning acquired the copyright and secondary creation right of boring ape No. 4102 by purchasing NFT of boring ape No. 4102, and then established "China Li Ning branch of boring ape club" and planned to launch this series of clothes, which also provided an "Introduction" experience for Chinese consumers to explore the meta universe

How can we grasp the trend and follow the trend? Culture and technology are the codes to win the market.

In terms of culture, the setting of meta universe IP, the construction of world outlook and virtual brand space assets are the basis of brand entering the meta universe. On this basis, how to make valuable communication with users and partners? Cultural resonance is the basis for brand and users to create together in meta space. As Hong Boming, CEO and creative director of Jinba men's wear, said: the trend and rise of Web3.0 and meta universe will benefit the more contemporary interpretation and expression of Chinese culture. In the future, there will be younger consumers who will pay for their cultural understanding, contact and love. The meta universe will shorten the consumption chain. The introverted oriental culture like Chinese culture can also be better expressed, applied and inherited through the meta universe immersion experience.

There is no doubt that science and technology is the infrastructure of meta universe, which will make the virtual fashion of future brands more immersive, personalized and more rapid to the market. In China, in order to quickly enter the meta universe, some digital creative creators and technology enterprises are providing the fashion industry with "tools", scenes and contents to enter the meta universe. For example, on the track of the "digital infrastructure" of the meta universe, there is a technology company doing digital simulation, style 3D, relying on the domestic flexible body simulation engine, based on the creativity of Chinese designers and the hard power of the textile and clothing industry, is committed to becoming the most powerful industrial software in China, so as to enable more designers and the whole fashion industry to be digitized. With such technology-based enterprises, the speed of China's fashion industry embracing the meta universe will also be accelerated.

From the past experience, it is not difficult to see that in the process of rapid development of digital economy, social media has diluted traditional media channels and created a series of DTC brands that seize the opportunity. Now, "meta universe" is no longer a simple change in the Internet age. It will, like the Renaissance and industrial revolution, drive humanities, art, technology, thinking and technology, Even the future of human culture and civilization and lifestyle changes. This time, who will seize the wind of the times, which brands and enterprises will take this opportunity to open the "gateway" of rapid rise?