Custom Craze Revisited The Domestic High-End Market

< p > Feng Xiaogang's new year comedy "private order" is released today. It tells the story of the dream company's tailored dream program for different customers and tries to satisfy the needs of customers.

With the development of the movie, "private ordering" has become a hot topic for a while.

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< p > last year, when Peng Liyuan first appeared in front of the public as a "first lady", the noble temperament conquered the Chinese people, but also made the original minority a target= "_blank" href= "http://www.91se91.com/" > dress /a > high-end customization overnight. The "unknown", "useless" and other previously unknown brands were quickly pushed to the spotlight.

And Liu Chuanzhi, Ma Yun and other frequently visited domestic high-end clothing custom brand "Yiwen", but also because of its unique mode has won the attention of everyone.

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< p > < strong > "exclusive noble" becomes the new favorite of the rich. < /strong > /p >

< p > clothing ordering has already appeared in our country. The earliest customization is dedicated to the royal family and the dignitary class. The Royal gardeners are regarded as the earliest high-end custom practitioners in China.

In the middle of last century, with the rapid expansion of garment production line, the high-end custom industry was once lonely, and Beijing red capital clothing has the boundless scenery by tailoring the task of national leaders.

Since 2000, a number of well-known designer brands such as "a target=" _blank "href=" http://www.91se91.com/ "> rose" designer "/a" > Guo Pei, "northeast tiger" have appeared in the "Rose Fang", which made the custom made clothes have caused a sensation in the world.

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< p > nowadays, with the increasing demand for personalized and functional clothing and the change of consumption concept, high-end customization of domestic clothing is rising.

The definition of professionals is divided into three levels: the first is the customization under the brand, the consumer can only make the so-called customization in the range of brand choices; the second is the customization on the top of the brand, and the personalized products meet the needs of the consumers outside the scope of the brand's existing product range; third, the highest level customization is that consumers can take full consideration of any brand factors and achieve complete free choice.

Zhao Ping, deputy director of the Consumer Economics Research Institute of the Ministry of Commerce, said that the middle and high income groups have customized demand, but the frequency is different, and the high income group is more frequent.

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< p > in addition, more and more high-end consumers are voluntarily abandoning the mainstream luxury brand consumption, which also provides opportunities for the development of the customized industry.

The Institute of wealth research released the China luxury report. According to the Institute's survey of over 4600 luxury core consumers, the escape of high asset core consumers will further intensify in the future.

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< p > a lot of customized consumers have been pferred from loyal fans of the original luxury brands. The reason is that many large brands of Chinese brands are everywhere now. It is hard for mainstream luxury brands to make their customers feel unique.

The sense of appreciation brought by the brand has been declining, and some marked luxury products have been even reduced by consumers.

In the past, customers bought clothes, jewelry, < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > bags were the top international brands such as LV and Hermes, but when these high-end consumers attended various social occasions, they found that they would often crash shirts with other guests. This embarrassment is very difficult for high-end consumers to pursue unique tastes.

The high-end customization is quite different. It is not only simple but also represents the highest level in the industry.

"High-end" means high quality materials, exquisite workmanship, high quality natural materials, and prices are often several times or even tens of times of ordinary fabrics. The price of a suit is tens of thousands of yuan.

If the accessories are matched with precious metals or precious jewellery, prices will soar.

And another feature of high-end customization is "pure hand-made", compared with machine processing, hand-made clothing will be more comfortable and close fitting.

Coupled with the "custom-made" mode of production, it is destined that each garment has only one owner. This noble exclusive consumption mode is deeply valued by high-end consumers. More and more of them are beginning to prefer advanced customization, so that designers can design and produce "a target=" _blank "href=" http://www.91se91.com/ "> clothing" /a "according to their body size, preferences and temperament, and create their own" unique "clothes.

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< p > < strong > the development opportunity of local luxury brands < /strong > /p >

< p > Rhodes public relations and ipso Market Research Group jointly released the report on luxury goods in China. It is expected that the high-end and niche brands and new luxury brands will usher in rapid development in the future.

The high-end designer brands such as "exceptions" and "useless" lead the major a target= "_blank" href= "http://www.91se91.com/" > brand clothing < /a > enterprises are fighting for high-end customized clothing market.

As early as the 2012 China International Fashion Week, the seven wolves were the first to introduce the "celebrity high order" series.

Through the 3D body measurement system, the customer's body data are obtained and modified according to the customers' preferences. After the electronic orders are determined, clothing design and plate making are finished, and finally production is carried out. It takes only two or three days from data acquisition to the completion of the garment.

In addition to the seven wolves, Anta, Jordan, HOSA, 361 degree, seven card and other enterprises have also been involved in the 3D body measurement system in recent years, and launched an assault on advanced customization.

From the men's pants, the main business leisure concept of the nine Mu Wang recently quietly committed to men's clothing senior custom business.

Lin Congying, chairman of the nine Mu Wang, believes that standardized and industrialized products are no longer suitable for people to face higher requirements.

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Compared with scale production, customized clothing is still a niche market in China. Although consumers' understanding of customization is gradually improving, the overall frequency of consumption is not high and the market share is very small. P

This is mainly because for a long time, the phenomenon of "worshipping foreign things" in the process of consumption is still a large number of existence, and the whole system made in China is still very immature, not a business model, more industrialization, and still in the primary stage of development.

Even so, in today's era of "ready to wear", many people like to customize and customize.

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< p > with the rise of private ordering, a number of high-end brands in China are emerging.

China's luxury goods market is divided into two parts: local consumption and overseas consumption. In 2013, the domestic consumption of China's luxury goods market reached 28 billion dollars, an increase of 3%. Overseas consumption increased further, reaching 74 billion dollars, and two people combined. The total consumption of luxury goods in 2013 reached 102 billion dollars in China.

Although it is niche market, it contains infinite development space. When consumers pursue individuality and quality, private ordering is gradually becoming a trend among high asset consumers and middle class, and the first batch of local luxury brands will be born in China.

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