Customization Mode Has Become The General Marketing Mode Of Clothing Industry.

At present

Connotation customization is "tailor-made".

Moderator: what is customizing? What are the main contents of the customized business of Quanzhou clothing enterprises?

Li Guangming: customization is a personalized marketing method. It provides products according to the differences of consumers' physical characteristics and preferences, that is, "tailoring", which helps to improve consumer satisfaction and loyalty.

Compared with the completely standardized production mode, customized products can better meet the needs of consumers.

Many enterprises currently customize, mainly divided into high-end personal customization and ordinary.

Can competition replace traditional stores?

Host: what are the advantages and disadvantages of customization compared with traditional stores?

Li Guangming: customization has many advantages.

First of all, if consumers get a unique experience, the price they are willing to pay will also increase significantly. Enterprises can achieve differential competition and avoid advertising and price wars.

Secondly, customization is a direct selling way, eliminating the intermediate links such as agency, wholesale and retail, thereby saving channel costs.

In the case of quality assurance and punctual delivery, enterprises can quickly achieve capital recovery and raise the speed of capital turnover.

Chen Shuqing: compared to the prevailing monopoly system, carrying out group buying and customization service is only a supplement, far from being a mainstream marketing mode.

In fact, large customers and large group buying customized businesses are very cumbersome in process, requiring manufacturing enterprises to have good organizational structure and management system.

If delivery can not be delivered on time, the enterprise will be liable for compensation. If the product quality is not guaranteed, the customer will claim compensation. This is also the direct cause of a large number of bad debts after some small and medium-sized enterprises have launched customized business.

Threshold is not anyone can try.

Host: is it possible for clothing companies to try customization mode?

Chen Meizhu: the commercial interest of customized business is tempting, but the entry threshold is not low.

At present, from the Fujian menswear camp, the main business of customizing business is the leading brand, indicating that the threshold is relatively high.

It is understood that the relevant state policies stipulate that over 200 thousand yuan or more of the government procurement targets, the next order must have three well-known trademarks, Chinese famous brand products and national inspection free products. At the same time, it is necessary to pass the relevant environmental certification and quality certification system.

This threshold alone is enough to shut out many enterprises.

Moderator: now everyone has adopted the custom mode. How can enterprises avoid the predicament of all the people?

Li Guangming: enterprises should start from three aspects.

First of all, through customization, we can truly provide consumers with personalized experience value and improve customer satisfaction and loyalty.

Second, maintain the advantage through good corporate culture.

Culture affects the behavior of employees in an invisible way, and it can not be imitated by competitors.

Third, enterprises can use the entire supply chain to establish differentiation advantages.

From the selection of fabrics to the design of clothing styles, to the production, to the selection of accessories, and finally to the collocation and after-sale service of clothing.

Integration and exclusive stores complement each other.

Compere: what are the reminders and suggestions for the customised business currently carried out by Quanzhou garment enterprises?

Chen Shuqing: first of all, we should effectively prevent the occurrence of bad debts, and prevent the occurrence of bad debts, which is closely related to the whole company's business process.

Second, brand orientation is not the only goal.

The target customers should be consistent with brand needs, and choose sustainable customers to enhance brand positioning and influence.

Chen Meizhu: the custom mode is constantly infiltrating into the traditional store channels. For example, King Mu has introduced a service mode similar to advanced customization into the exclusive store.

The shop guides customers first to listen to customers' needs, preferences and dressing habits, select suitable clothing materials for customers, then guide customers to record the body shape index and guide the production in the background.

This store mode is itself another kind of customization.

Li Guangming: customization can make bricks and mortar for differentiated stores, and franchised stores can provide platform support for customization.

Enterprises need to distinguish between standardized products and customized products for different target groups. We must pay attention to the integration between them so as to achieve the effect of 1+1>2.

Looking for differentiation in personalization

Customization is a kind of personalized experience marketing, but once it is shared by everyone, there is no personality anymore.

How to find differentiation in the personalized mode should be the key to the pformation and upgrading of enterprises.

The unique marketing experience, unique enterprise culture and unique supply chain are the differentiation advantages that enterprises should never forget in the personalized marketing such as customization.

Because these three things, others can not be copied, is the real personalization of the enterprise.

Finding their own differentiation advantage is the survival rule of the market.