After the Spring Festival, the movie “The Wandering Earth 2” is now in theaters, and the editor also went to watch it. The plot and special effects have made new breakthroughs based on the first film. It is indeed An outstanding work.
While the movie is popular, some very interesting news has also emerged. For example, its peripherals, including the robot dog Benben, MOSS models and digital life cards, are all selling out. . Originally, the manufacturer planned to crowdfund 100,000 yuan, but the sales exceeded 100 million yuan. Images of headphones, surveillance cameras, and even space elevators that appear in movies have many consumers opening their wallets and wanting to buy them even before the products are released. (Hongxing Erke: I am familiar with this)
Behind this phenomenon, it also means that the traditional textile industry is changing.
Cultural industry triggers “buy, buy, buy”
In countries such as Europe, the United States, Japan and South Korea, the cultural and sports industries and consumer industries have always been closely linked. Whether it is movies, TV series, animation games or sports events, you can see the presence of various consumer goods brands behind them.
This is not only a simple advertising effect to expand one’s own influence, but also the shaping of brand culture, and it is also one of the important sources of brand premium.
A fascinating movie can often generate a high degree of topicality in society for a period of time. The plot makes people talk about it, and some impressive props can often arouse the public’s enthusiasm for consumption.
“The Wandering Earth2” is such a movie that can inspire people’s desire to “buy, buy, buy.”
However, the editor also has a regret in the movie plot. When the root server was restarted in Beijing, the staff said coldly several times. But as far as the editor knows, this series of problems can be solved completely through the functionality of fabrics. Currently, many textile companies are vigorously researching “black technology textiles” for warmth and constant temperature. The functionality of this kind of extreme conditions is completely You can use movies to become a gimmick and trigger hot spots in the market.
If you want to do porcelain work, you need a diamond
BigIP linking consumer brands to attract consumers is already a very mature industry. Domestic textile companies have also received many such OEM orders, but the problem Yes, the design belongs to others, the IP belongs to others, and the bulk of the profits also belong to others. What can be earned domestically is often processing fees.
In the increasingly involuted textile environment, this pitiful processing fee has to face competition from peers and becomes increasingly meager.
But behind the desire to obtain high profits, there are also higher requirements for the textile companies themselves.
Back to “The Wandering Earth 2“, compared with most other Chinese films in the past, this film implemented the concept of the film industry in a true sense. For example, during the filming process, XCMG not only provided a lot of equipment, but also sent a team of 300 people to settle in to solve problems encountered during filming at any time. The several cool headphones that appear in the middle are also individually designed by Edifier based on the movie, relying on the technology accumulated by the R&D team for many years.
If you want to reap big IP dividends, you must have excellent abilities. For example, in science fiction movies, designing futuristic and functional clothing will test the level of textile companies; for example, in space elevators, if chemical fiber companies have the technology to produce ultra-high-strength yarns, they can naturally Embed the plot.
Changes in ecological niche
The current world situation is undergoing drastic changes, which is driving the ecological niche of China’s textile industry to also change. In the original old track, products that win at low prices need to compete with the emerging textile industry in Southeast Asia. In terms of cost performance, It seems that it is difficult for China to have an advantage compared with them, and its original ecological niche has been gradually replaced.
After years of development, China’s transformation from hard power to soft power cannot be ignored, and it has brought about an all-round upgrade of the industry. With the changes in the international situation, China’s textile industry is currently impacting towards a higher ecological niche. This is an inevitable result of historical evolution. As the ecological niche changes, the things to be done are also different. Previously, I was engaged in more production-related work. In the future, I may focus on design, technology development, etc. For textile enterprises, it is both an opportunity and a challenge.
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