Wet Customization: Double Temptation Of Quality And Price

When apparel industry is cost, inventory,

In August 18th, micro-blog netizens "drizzle dripping" to "Crazy".

It took less than ten days to draw design drawings, look for fabrics, and make the first sample.

On the tenth day, the size of each coat of the coat has been hung on the physical store shelf of the code clothing.

At the same time, the official website has officially started accepting reservations.

The most attractive thing is the price. According to Zhang Congbin's concept of "wet customization", each garment only charges "cost plus commission".

Take the cashmere coat with a price tag of 894 yuan and a real price of 709 yuan as an example, the price is composed of: face accessories and wastage 454 yuan + processing cost 140 yuan + development and operation cost 100 yuan + commission 200 yuan, customers can even help themselves in the fabric and design of cuffs and necklines.

"In a shopping mall, the price of such a premium coat is more than 4000. Previously, if you only wanted a good fabric and craft clothes, you could only go to the brand store to spend ten times the cost.

There is no alternative.

And wet customization gives everyone a choice to make good clothes that everyone can afford.

For the women who are looking for them in the shopping mall all the year round, who are willing to wait for the discount season before buying clothes, Zhang Congbin's description of "wet customization" is quite lethal.

The sales volume of this coat is proof that over half a month, more than 400 orders from all over the country have been received.

Lock-in self positioning: seize the hearts of middle-class women

He is different from traditional clothing operators, and is also based on the accurate understanding of the purchasing psychology of this group.

Throughout the whole process, micro-blog has always been the main battleground of Zhang Congbin marketing.

There, he made public the process of making clothes one by one, looking for problems encountered in fabrics, samples of clothing production, pricing methods, answering questions raised by fans, and even trying to satisfy their small requirements.

It is easy to see his love for this customer group.

These customers or potential customers on micro-blog are nicknamed "girls" or "girls". On every label, there is even a sentence printed: "it is said that middle class women are the only ones who remain ideal in this cold world."

And he and traditional clothing operators are different in their routines, and they are also based on the accurate understanding of the group's purchasing psychology.

"Some girls think that I only need a good craft and good fabric to wear without revealing the identity brand and shopping experience, but no one can solve this problem for her.

So what I offer is a solution to the problem. The emergence of "wet customization" is to solve this problem for them.

While other garment manufacturers do not consider this problem, they consider how to develop franchisees and increase their volume. What I consider is the issue of cost control. The starting point is different.

He positioned the store in the experience and fitting, selected it and then went home to buy it from the website.

In this regard, his point of view is, "we know that some girls do not dare to enter those senior stores. There is a fear in her heart that people will say that they try and not buy.

In my shop did not buy, then they will not have this kind of psychology, they will be confident and bold to come in, decoration can be good enough to come in, anyway, everyone is the same, do not have to consider "touch and not buy" such a problem.

At present, the "wet customization" has only been launched for more than a month, and its popularity has exceeded expectations.

In this regard, the security store at the entrance of the creative garden at the store is most experienced: "recently, many people came to ask for directions. They were all looking for this company."

Zhang Congbin said, "micro-blog put me in a big way at once. I didn't expect that I would get so much attention in such a short time."

Wet customization is the ultimate mode of high cost clothing and high performance price ratio. Now I'm doing women's wear, which can be men's clothing, shoes or bags, and can be anything.

This pattern is invincible.

On the micro-blog, Zhang Congbin called himself "tailor". He had vivid and professional comments on various fabrics and comments on clothing styles. Almost no one would doubt his professional standards.

In fact, he is not a professional in the clothing industry. He never really set foot in clothes before he created the code costumes.

In 2008, Zhang Congbin posted a "million annual salary for the head of clothing business executives" on the Internet, and soon received a large number of resumes, thus establishing relationships with many people in the clothing industry.

"I had an innumerable problem. I didn't know a bit. I asked them slowly, talking to them about QQ, calling, and sometimes driving out to visit them and getting to them all about clothes, including how the fabric came from, who designed it, how a style looked, and what style it had."

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What concerns Zhang Congbin most is the composition of price. He finds that when a garment is produced from the production to the consumer's hand, the cost of operation in the middle has doubled the price by ten times.

"This is a situation we all know, and we all have endured it.

But how do I feel that way?

No way! "

How to make clothes that everyone can afford?

With this problem, Zhang Congbin came to Guangzhou to find a solution.

When he first came to Guangzhou, he did not start at once. Instead, he went to the big and small sixty or seventy clothing companies to visit his former "resume Crescent" people. They put their experience and plan in front of Zhang Congbin and told him that everyone did the same.

"I said it would not work. First success can not be duplicated. Second, it does not solve my problem."

Later he came into contact.

In order to reduce the intermediate links, he came up with a pattern: to provide customers with styles, customers to look after, and to reorder.

"What I am doing now is not business, but service.

As a matter of fact, this pattern has existed hundreds of years ago, and our clothing ordering will be like this. I will make some models, and the local suppliers will come to order and see how many orders I will place. I just open the order to the customers directly, and cut off all the links in the middle.

He invented a new word to summarize this pattern: "wet customization".

On the official website, he explained this word: "wet" is the human body's characteristics, and the body's 95% is water. This refers to the grapevine style of word of mouth and emotional marketing.

Wet customization is the ultimate mode of high cost costumes and high performance price ratio. Now I'm doing women's wear, which can be men's clothing, shoes or bags, and can be anything.

This model is invincible.

Zhang Congbin said.

Zhang Congbin set up a team in one year's group, including four fashion designers, two edition divisions, five design assistants, a digital garment producer, a website supervisor, a customer service and warehouse, and all the production is outsourced to the factories in Guangzhou.

"What I want to do is something small and beautiful."

Zhang Congbin said firmly.

Wet customization business model analysis of "zero inventory + Zero prepayment"

In the wet customization business, it is easy to see the personal charm of the boss's "crazy tailor" on micro-blog, and the temptation to "use cheap clothes for good activities". It is not easy to see the light assets operation mode behind "zero inventory + Zero prepayment".

When the order is sent to the factory, every order is owned by a buyer, and it is delivered directly to customers after production. There is no need to worry about marketing or to worry about inventory.

What's even better is that before the production of clothes has started, all the money has been received, and the cash flow can be described as three hundred and sixty degrees without pressure.

It is not a problem that small and medium enterprises often have long receivables and difficult financing cycles.

As a matter of fact, the sales pattern of advance payment has long been a favorite among the garment industry.

Taobao shopkeepers have sold the next season's products one month ahead of schedule. The earlier the order, the more discount they get.

The "crazy tailor" will upgrade this mode and combine the pre-sale with the physical store try to solve the problem of customer return due to the inappropriate style, color and number of codes.

The three bottleneck is too dependent on personal charm.

Micro-blog's girls are willing to pay the whole amount in advance and wait for a long two months. On the one hand, they are willing to take risks within their favorite things. On the other hand, they all come from the trust of "crazy tailors".

It can be said that such trust is Zhang Congbin's win for himself with candor and pparency.

This is similar to the early situation of many family businesses: the growth of an enterprise depends almost entirely on the personal charisma of the leader.

In the start-up stage of enterprises, this practice is undoubtedly very safe, but with the continuous expansion of business scale, the leader's personal energy has become limited, and a more solid operation system is needed to support the enterprise's credit.

"Shanzhai" peer edge ball

At present, many styles of password costumes have been recommended by netizens, and some of them are from European and American fashion shows and street pads.

As we all know, the cost of clothing includes not only the hard cost of fabrics, but also the soft cost of design and brand awareness.

It is undeniable that many small businesses start from imitation, but as the popularity increases, this kind of edge ball will encounter copyright problems sooner or later.

The bottleneck of the number of stores

The unique feature of the wet customization mode is to combine online ordering with physical shop trial. At present, the password costumes only have a physical store in Guangzhou, and because of the success of micro-blog's marketing, most of the orders come from outside Guangzhou.

The establishment of physical stores in major cities is very loud.

In this way, we will put forward higher requirements for the management of large entity shops and supply chain systems, and bring greater challenges to the system process.

In a fully open market, no pattern is unique. Once a certain pattern is proved effective, tens of thousands of imitators will appear. The "thousand regiment war" of group buying network is a good example.

How to excavate the unique competitiveness before competitors arrive is an unfinished proposition for code costumes.