Clothing Enterprise System Winner: Customized Marketing

The demand for market segmentation, the focus and the introduction of customized marketing operation mode have added a new winning tool for garment enterprises to participate in the competition under the new market ecosystem.

With the improvement of social consumption level and the upgrading of lifestyle, consumer demand for clothing products gradually has a strong personality.

Against this background, the traditional large-scale single batch production mode of garment industry has been difficult to meet the needs of market competition in the new environment.

In particular, when the market enters the buyer's market in the era of brand competition, consumers are becoming more and more popular in the consumption choices when they are more detailed and personalized, and the consumption of consumers becomes more and more popular. The market ecosystem is changing rapidly. Whether the consumer environment is becoming more mature and picky, or the competition environment is getting more and more severe, it is prompting enterprises to constantly carry out the pformation of market strategy and the innovation of marketing mode.

The demand for market segmentation, the focus and the introduction of customized marketing operation mode have added a new winning tool for garment enterprises to participate in the competition under the new market ecosystem.

From the "custom refrigerator" of Haier, the national brand of the home appliance industry, to the "YKK" of the zipper industry, we customize the special zipper and pull the sheet to meet the special processing requirements of customers such as special dyeing of zippers and electric color, and then to the "customized marketing" storm of the "zipper" king of the local zipper, "SBS". In recent years, customized marketing and similar marketing concepts and means: personalized marketing, one-to-one marketing and so on have long been popular in the market.

In essence, customized marketing is a marketing way to solve the contradiction between the individuality of consumer market, the diversity of differentiated demand and the general supply of enterprises.

The era of "factory customization" is coming.

In principle, tailored shop tailoring is an absolute personalized service. However, the customized marketing operation mode of garment factories is not only a simple repetition and amplification of this individual business mode, but an organic combination of professional innovative marketing concept and modern production technology, information technology and other production factors.

For example, accurate market segmentation and target consumer group research should even be refined to the age, sex, personality, hobbies, education, occupation, income level, consumption level, even height, size and so on. With the help of modern computer information processing technology, clothing enterprises can design and simulate various styles of clothing and styles that conform to the consumption trend of the target consumer, through multi-dimensional processing and analysis of these indicators, and through computer graphic or three-dimensional drawing.

This is not what ordinary tailors and small workshops can do.

In addition, from a realistic point of view, factory customization marketing is impossible to achieve the true sense of "one-to-one marketing". This "one" refers to the same or similar consumption characteristics of the consumer group, this group may be a region, an age level, a common popular (star), "fans", a certain industry (enterprise) has common industry attributes or organizational culture groups.

Therefore, compared to the large-scale production of clothing products, factory customization is obviously at a disadvantage in terms of cost and price competition, but in relative absolute terms, the "one-to-one marketing" clothing product has a certain scale advantage: generally it is modular production, that is, although the customer's personality requirements are different, but the main properties are basically the same.

The "IC3D" and "Levi" s companies in the US adopt this modular design technology to form products that satisfy the individual needs of customers through the combination of standard modules.

Of course, for consumers with personalized needs, they are generally less sensitive to prices, and are subconsciously willing to spend more on their personal differences.

Two chains of healthy operation

The convenient, efficient and steady supply chain guarantee system is the "factory customization" pmission belt.

In a sense, whether the procurement of fabrics or accessories, or the personalized design for the target population, or the addition of added value (function) and the modular small batch production of the factory, and the small circulation of the downstream products, all need a strong supply chain system to guarantee it.

From the acquisition of demand information in the consumer market to the acquisition of products by consumers, speed is often as important as quality, which determines whether our operation mode is healthy or not.

Enterprises should consider the convenience of consumers' purchase, minimize channel links, enable products and services to be delivered to customers in time, and at the same time give full consideration to the cost-effective operation of enterprises' cost strategy and mode. This requires not only a strong customer oriented logistics system, but also a logistics management system supporting management decisions, so that the purchase and inventory can be accurately allocated in a controllable and time dimension to a reasonable degree, so as to achieve the effect of no backlog, less inventory, less capital chain pressure, and quick turnover of capital.

For example, in the purchase of excipients, we can take the way of specialized procurement, outsourcing some functional and decorative accessories to professional supporting suppliers.

In recent years, Fujian xunxing stock, the largest zipper manufacturer in China, has pformed from traditional upstream and downstream supply relations to a personalized one to one marketing mode pformation based on timely and full communication. Xunxing shares has made a successful road to the supply relationship between its zipper products and downstream clothing, shoes and caps, bags and other enterprises and marketing innovation of product brand market.

Consumer oriented value chain reconstruction is the internal driving force of "factory customization".

Traditionally, large scale production and large circulation clothing market, consumers are always at the end of the value chain (so traditional marketing is often referred to as "consumption terminal"), what the enterprise produces, what the market buys, and the whole marketing activity ends with consumers. In customized marketing, consumer demand preferences become the direct driving force of product development and design, upgrading, and the leading factor in brand building. Consumer growth is the main body of market economy activities, and all business activities of enterprises must revolve around "consumer demand". Script src=>