Wenzhou Shoes Clothing Brand Customize Its Price To Civilians

Su Baoyan, vice president of the China Fashion Designers Association, said that the personalization of "a href=" http://www.91se91.com/news/hangye/20130624/347220.html "custom" /a will become the next gold mine of Wenzhou fashion industry, "P >" in the fashion city (Wenzhou) Summit Forum recently held.

In the footwear industry of Wenzhou, many enterprises have embarked on the "customizing" road, such as < a href= "http://www.91se91.com/news/fushi/20130503/340349.html" > "good bird > /a", "French pie", "a href=" http://www.91se91.com/news/xieye/20130614/346520.html "> AOKANG < /a > a href=" http://gwj.sjfzxm.com/StoreStreet/ToGoodsInfo/479078 "> Kangnai" less than "," red Dragonfly ".

According to the insiders, "customization" may be a high-speed train for Wenzhou's traditional shoes and garment manufacturing industry in the spring.

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< p > < strong > Custom legend < /strong > /p >

< p > in the clothing industry, there is a news that shocked the industry. A suit made by a garment manufacturer in Wenzhou sold a high price of about 200000 yuan, which is equivalent to a BMW MINI car.

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< p > this suit is a high-end custom product, which is designed by top international designers. The key is that there is only one suit in the world.

The VIP consumer doesn't have to worry about hitting a shirt with others and giving people a lead in fashion.

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< p > in the clothing industry, there is a market for customization.

According to Su Baoyan, a Menswear enterprise in Shandong completed 200 thousand custom-made clothing last year. 70% of its customers came from the United States, 20% from Europe, and 10% from the mainland. The custom realized 70% of the company's profits.

This reporter learned that, as early as 2007, the news bird set up the volume customization business department specially, and launched the first domestic one-stop global top taste product experience center last year, "Phoenix Shang Shang". The custom-made price of suits ranges from 4000 yuan to tens of thousands yuan, averaging 5000 yuan to 8000 yuan, and the customization price of shirts ranges from 500 yuan to 10 thousand yuan, averaging about 1000 yuan. At present, the business scale has reached 100 million yuan, and the product line has been expanding constantly, for example, the leather shoes are customized.

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In recent years, the French school has introduced the pure European custom customization business in the national terminal store. It has invited the European craftsmen team to serve all year round, and has an image name "magic customization". P

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Similarly, P, AOKANG, Kangnai, red dragonfly and other shoe companies have launched customized businesses.

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< p > last year, Kangnai opened the first "Kangnai family" boutique custom shop in the front street of downtown bustling area, testing water for high-end customization, and some crocodile skin custom shoes priced at around twenty thousand yuan.

According to statistics, the sales volume of the product is 1 million 750 thousand yuan, and 625 pairs are made.

Cheng Yi, a shopkeeper, told reporters that at present, the average number of shoes that the shop ordered is about 40 pairs per month, and the main target consumers are high-end business people, such as entrepreneurs and company executives.

Before, some customers went to Italy and other countries to customize them.

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< p > < strong > Magic customization < /strong > < /p >

P, Italy, France and other fashion capital custom business has become the global trend vane.

Wenzhou shoes and apparel industry Nuggets "custom" market, in the process of constantly testing the water, also formed their own different models.

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Less than P, there are about 300 shops offering more than 900 high-end suits in the whole country.

At present, the news bird has hired 9 top European costumes and crafts masters to work in the company. In the annual mass customization business promotion activities, VIP customers from all local stores can make appointment with these craft masters to provide personalized clothing matching, fabric selection and style consultation services.

"Good luck bird has its own standard and efficient process in the supply chain of professional fabrics, professional production and other business chains."

The bird of fortune bird custom center said.

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< p > "pocket design, button style, personalized embroidery, even the color of the thread can be left to the customer to decide for themselves."

The chairman of the French school, Peng Xing, showed the reporters a suit that could be integrated into the wearer's own idea. There were three kinds of stripes on the top left side of the collar. "This idea is a shirt from its own origin, its collar has the same pattern, and there is no corresponding finished suit on the market, and it can only be realized through customization."

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< p > in the 2013 autumn and winter products ordering meeting, the French school's "magic customization" also put forward the slogan of "5 square meters can change everything".

The so-called "5 square meters can change everything" is to open up 5 square meter counters at the French terminal store and carry out customized business, volume, material selection and order.

First, the French school set up a database, style database and picture database in the system, such as the data of the collar, the data of the fabric, the data of the pocket, all the fabric data that can be used to make the mat, and so on, so that customers can enter the virtual display module of the system from the franchised stores of the French school, choose the fabric that they like, the style that they like, including the collar and pocket, need three buckles or four buckles, do not open fork, etc. after entering the information, you can see the wearing effect of the simulation from the system.

After confirming the customer volume data, the customer is sent to the headquarters through the terminal of the franchised store to generate an order, convert it into a production order and switch to the production system.

"This is the simplest success model in the field of clothing retailing so far. Without inventory, very little investment and unique products, it will make your shop different from 5 square meters," Jeroen Janssen, Europe's chief technology officer, said.

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< p > AOKANG's custom service highlights are in the "star mode".

In recent years, the popular stars who work with AOKANG have gone through AOKANG's high-end custom shoes than Sheenah, Meng Fei and so on.

Recently, the company sponsored CCTV "dance my life", and some players wore the company's customized shoes.

At present, AOKANG can also see many stars' foot models made of "shoe last".

According to the relevant person in charge of AOKANG, the foot type measuring instrument is actually the terminal collector of the "customized platform". After that, the foot data is also synthesized by specialized software, and the foot database is established.

The designer finally combines the shoes, colors and materials chosen by customers to design the unique shoe type of the customer.

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< p > Kangnai has built the high-end custom mode of Kangnai family, and has an independent shoe last database.

"Kangnai family" custom made shoes are handmade shoes.

It seems to be only a pair of shoes, but its appearance needs to be passed through foot type measurement, hand made last to style design, model making and leather selection.

We need to experience 280 processes and meticulous production of nearly 300 craftsmen.

According to Cheng Yi, under normal circumstances, the custom of "Kangnai family" takes two months, "if the guest has special time requirements, it can be shortened to 1 and a half months".

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< p > Red Dragonfly has opened a high-end custom shop on the first floor of the China Shoes Culture Museum, and recently launched the Goodyear handmade shoes with the latest technology.

According to the Red Dragonfly handmade customization project leader, the most prestigious top-level hand-made Goodyear shoes customized service, from the foot to the final product takes 4 to 6 months, the need to use more than 300 processes, each process requires experienced craftsmen elaborate.

In addition to manual testing by senior craftsmen, the Red Dragonfly specially introduced infoot 3D laser scanner from Japan to measure three-dimensional data of feet. It can customize a unique shoe last for customers.

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< p > < strong > customize the future < /strong > /p >

Less than P > the leading enterprises in Wenzhou shoes and clothing industry have achieved pformation and upgrading earlier in mass production and scale operation. Under the background of more and more serious homogenization of shoes and clothing products, customized business has become a new mode of economic growth.

However, customization does not necessarily mean "expensive". At the same time, while creating applause for high value-added products, these enterprises have long thought of how to customize "civilian consumption" and compete with international brands.

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"P". "Fashion is both a consumer behavior, but also a popular lifestyle."

Qian Jinbo, chairman and President of Red Dragonfly Group, said that the consumption pattern of the market is entering the new stage of "national fashion", and after 80 and 90 have become the mainstream consumer class in China. They know fashion, self and brand awareness better.

At present, the red dragonfly can be customized in addition to the advanced handmade custom store of headquarters. The store stores and individual stores all over the country also provide customized services. In the future, they will make customized services on the Tmall Red Dragonfly brand flagship store, and will have a large Shanghai style advanced manual shop in Shanghai.

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Zheng Laili, vice president of Kangnai group, told reporters that the price of the cheapest customized leather shoes of the company is more than 1000 yuan, and the general price is 3000~4000 yuan, so that the price of customized services can compete with some international brand shoes.

Zheng Laili said that according to the consumption ability of consumers, the current custom shoe stores are mostly open in the first and second tier cities. Generally, one city will open one or two cities. A store will open in Hangzhou at the end of this year.

At the same time, Cheng Yi told reporters that at present, a large part of the customised customer base of this shop is young people to customize their wedding shoes.

Such a price can also be accepted and recognized for such a great event in marriage.

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Less than P, people in the industry say that "custom-made" represents high-grade materials, original design, extremely fine workmanship, high prices, high level consumers and advanced use places, and so on. It is a synonym for luxury and luxury.

Now, like other markets in the world, "customization" is no longer a symbol of luxury life for the rich, but also tends to pition to civilians and become an expression of a personalized lifestyle.

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"P" Peng said that in the case of "custom suits", prices in recent years have a clear trend of "going to the public", and consumers are naturally very welcome for such civilian tailored garments.

In order to do better in the field of customization, the French school will rely on the upgrading of organizational structure and management this year, combining modern IT technology with traditional industry management, and launching the terminal customization business platform to achieve seamless connection between terminal and production, so as to better solve the matching, optimization and optimization of the quality, speed, cost, technology and process of personalized demand.

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