How To Combine Customized Clothing With Big Data

< p > in the name brand men's clothing (hereinafter referred to as the "brand"), the 4 words of "password customization" jump into the line of view: as long as you input several simple size data online, the website database can calculate your data and quickly match all the size of the small size you need to customize.

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< p > "3 data customization" broke the traditional "a" target= "_blank" href= "http://www.91se91.com/" > dress < /a > the "troublesome" custom mode.

In the clothing industry, customizing westward has always been associated with "advanced and complex".

In the past, the high quality customization of noble status and high quality products has become a trend of no cure for commercial sales. Brands such as Chanel, Christian Dior and Givenchy are trying to get rid of their unattainable style and start showing some affinity to the public.

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"P >" brand "to do is high-end online customization.

The Internet is civilians, but customization is not.

"Brand" is to lower the specifications and prices of advanced customization, and then to cover more consumers through the Internet.

Huang Yuenan, general manager of CEO, Beijing cool Clothing Co., Ltd. (hereinafter referred to as "cool gentry"), told reporters.

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< p > may not be very luxurious, but it is very particular.

The positioning of the brand is between the advanced customization and the garment production.

And the convenience of its online customization hopes that "meet" needs the customized service of urban middle class life.

In the hot play "let's get married," many of the actors Huang Haibo's costume modeling is provided by the brand sponsorship. The brand hopes to cooperate with clothing to locate some suitable promotional projects.

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< p > "people usually do not understand this way of production in concept."

Huang Yuenan admitted that "market acceptance has always been a short board of the brand model."

People in the industry are also concerned about the practice of the official website brand, because it is a great challenge to guide the online habit of trying on the line to online.

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< p > brand belongs to an online customized product line of Beijing cool Clothing Co. Ltd., a large group clothing custom enterprise.

"I have been in this field for 17 years since I started to enter the field of clothing.

Now it is launched to customize the data on the Internet, not to manually measure the volume of the product, but never say that the industry has never had it before.

Huang Yuenan, wearing a pair of black round glasses, is wearing a brand casual suit. "But this is a matter of principle. Facts have proved that we can really support this mode of operation with a complete set of data systems."

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< p > < strong > a dress. The more than 10000 pattern is < /strong > < /p >.

The combination of Internet and traditional clothing customization is the slogan "P". The slogan is: no need for professional experts, you can customize men's clothing.

"You can also say that we have found a password that allows people to dress more appropriately than a target=" _blank "href=" http://www.91se91.com/ ".

Shi Chunlei, COO, told reporters.

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< p > the so-called password customization, that is, the customer replaced the tailor in the past, the individual according to the volume of the website guide steps to size the volume data, after the order, and then through the website intelligent system interaction to analyze and process the data, and finally complete the garment on the Internet (which usually only needs 3 data).

Type cards will provide fabric samples, tape measures, etc., to help customers achieve home orders.

15 working days after the order, the customized product will be delivered to the customer.

If there is any discomfort on trial wear, it can be modified or rebuilt free of charge at any time.

It seems that everything is permeable to the convenience of the e-commerce era.

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< p > "most customers have no problem with their own measurements.

If there is an abnormal data system, it will automatically pfer to customer service and confirm it with the customer before proceeding.

If the data is within normal limits, the order will go directly to the workshop. "

Shi Chunlei said.

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< p > custom made online sounds nice.

But this "good" is not easy to come by. Huang Yuenan said that he started the cool gentry in Japan in the middle of 1990s, and began to ponder how to combine clothing with information technology.

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< p > at that time, he realized that the demand for personal customization in China would be bigger and bigger. But with the deepening of knowledge and the rise of e-commerce, he thought that the offline customization mode of entity store operation was very difficult to succeed. He always wanted to move the customization to the Internet, but how to solve the problem of network volume was the biggest worry for him.

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< p > Huang Yuenan keeps reading all kinds of related articles on the Internet.

"An article suddenly inspired me.

It was written by a professor at the Dalian Clothing Institute. The theme of his article is criticizing some enterprises in the domestic clothing industry for advocating how fit their clothes are made. He pointed out that the size of the human body is so complicated, but the manufacturers generally have only 3 sizes to fit them. < /p >

< p > at that time, up to now, the number of ready-made clothes on the market has been up to 5 sizes, and men's clothing has 8~10 sizes.

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< p > this is as if it were a great success.

Huang Yuenan said, "I suddenly understand, right, so how can a number of shapes fit? Do I make more shapes?"! "/p".

"P >" after that, in our production system, we have about more than 10000 sizes of clothing.

These more than 10 thousand sizes can ensure that 95% of the population is put in.

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< p > Huang Yuenan said that after statistical analysis, it was found that when providing 2000~3000 sizes for customers, more than 95% of the people could only customize a fitting garment by providing 3 data.

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< p > the breakthrough of dense pattern is an important node to be launched.

In this way, customers who customize the Internet are simple and easy to operate.

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< p > there is always a problem in tailoring the tailored garment industry.

In traditional people's mind, only a "magic tailor" can solve this problem.

But in Huang Yuenan's view, "measurement itself is really very simple. Tailoring is more important than quantity."

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< p > "believe me, you must be more careful in measuring yourself than others."

Moreover, our website will provide intelligent and humanized support in the whole volume process.

Huang Yuenan said, "the main thing here is to break the traditional thinking."

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< p > but this kind of < a href= "http://www.91se91.com/news/index_f.asp" > innovation < /a > thinking "after all," is totally different from the traditional expression of the industry.

Huang Yue Nan admitted that "to jump out of the professional tailor's perspective, it is simple to say, and it is not easy to switch in practice."

For this reason, they insist on the principle of considering the problem from the perspective of customers, and have done a lot of work in Transforming Professional traditional thinking to do website guidance and explanation, and constantly optimizing website data, explanation and system.

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< p > industry insiders say that 95% is the highest level of customization satisfaction in the apparel industry.

"The brand has been online for 4 years, and the rate of repair is getting lower and lower. Basically, the 95% of the standard is no difference from manual labor.

Rework usually occurs in the first one or two customships, because some customers wear certain habits.

Huang Yuenan affirmed, "and the type of cash customer repair rate can reach 3%.

Sometimes the size he measured is even more suitable.

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< p > in Huang Yuenan's view, the huge database supports + pattern size + specialization model + intention management, which allows the brand to offer more selectivity and satisfaction to network customers.

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Less than a month ago, a company in China who started consumer goods ventures began to contact P.

When the reporter asked the company who is still not willing to be named, the project leader who looked at the competitive advantages of the medium-sized brand, he said, on the one hand, the quality control of their complete production line; on the other hand, the team's concept and understanding of the Internet.

He said that he was afraid that he would not be able to walk.

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< p > in fact, in 2010, soon after the launch of the model, VVC was attracted by its innovation and came to invest.

"But I think the pace of development of the card itself may not be able to meet their return requirements.

The project itself is not a fast project.

Customization requires a long time to maintain it. If it is too urgent, it will be difficult to really make quality customized products. "

Huang Yuenan said.

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< p > there are tens of thousands of users at present, and the number of paying customers is about several thousand. The annual revenue is up to 5 million yuan.

At present, mainly rely on the parent company cool gentry, each year about 5 million yuan of investment in operation.

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< p > < strong > custom clothing, how to combine with big data < /strong > < /p >

< p > Huang Yuenan said that in 1996, cool gentry decided to locate the main business in group clothes, and the market in the domestic field could be described as a blue ocean. Similarly, today they launched a brand, and they did not see several rivals.

Even if the brand has been launched for 4 years, at present, apart from a few small websites originating from the Internet, doing similar models, "most people do not even believe in the possibility of such a thing".

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< p > Huang Yuenan has some kind of entrepreneurial DNA in his personality.

When he graduated from Kasetsart University's physics and biology graduate student, he didn't want to follow the procedure and press ahead with his work. He resigned to work in Japan.

After returning to China in 1995, he still did not want to work in a large institution research institute in some country. He dreamed of becoming an enterprise himself. Later he founded cool gentleman.

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< p > "everyone who does business or business starts with great dreams and passion.

What I first thought of was also wonderful after success.

But how can we succeed? In fact, how to go from nothing to success? Many people didn't think clearly at the beginning.

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Less than P in 1996, it was almost a year since the establishment of cool gentry.

At this time, a friend said to him, "your workers and machines are free to do anything and do something for you."

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< p > no longer regard "group dress" as a "job" when doing nothing. Instead, it is officially regarded as the main business of cool gentry in the second half of 1997.

"I understood the problem at that time.

I think there will be a big market in China. This logic is actually very simple: under the trend of continuous development of market economy, corporate image will become an important element for enterprises to enter the market, and clothing is a dominant part of enhancing corporate image.

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< p > clarity of the original ideal is not equal to the ability to do well.

At the very beginning, when they produced mass organizations in large quantities, every time they went to work for business customers, Huang Yuenan would be worried and worried about all kinds of unqualified clothes. "And always apologizing and losing face."

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< p > they gradually adjust their attention to the internal production system, and make "customer satisfaction" as an important concept and value concept of cool gentry.

"A satisfaction degree of 95%", now the professional dress bidding is using this slogan, this slogan is cool gentleman first hit out, to repair the repair rate down to 5 points below.

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< p > but how can we really satisfy customers? After that, they have spent nearly 5 years in organizing research and development, and developed a complete set of information systems.

The use of industrialized professional equipment, processes, pipeline mode, through information technology means, greatly reducing the probability of artificial error.

And the three things they did at that time laid the foreshadowing for the launch of the model.

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< p > the first thing is to integrate categories and build technical lines in different categories.

With the customization of group clothing, cool gentry collected a lot of human body size data from tailoring.

It can be said that any clothing variety cool gentry can produce almost anything, such as suits, shirts, business jackets, trousers and so on.

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"P > second" is the information of the customization process, and the Internet is directly connected to the workshop.

With the means of information and Internet, the artificial links made by traditional workers are reduced.

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< p > third is to develop "Etailor" (electronic tailoring system).

They began to develop the human database system in 2000.

This system can handle all kinds of customized needs and information of customers, start from volume body - to the whole set of detailed data, such as fabric information, style information and size information.

They used this system to deal with a large number of group clothing customization. It was with the success of the electronic tailoring that they had the idea of customized online clothing.

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< p > Etailor is the core of the model of Internet apparel customization.

"We recorded these data from the process of tailoring the past 1 million people."

This is the core of the licensing mode, and it is also difficult to duplicate the cards.

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< p > however, Shi Chun Lei told reporters: "customization in many links, the machine can not replace manual."

The value of men's clothing is mainly determined by fabric, craft and model.

At present, the fabrics chosen are all high-end brands in the world. For example, shirts are mainly Thomas Mason, Alumo, Monti and so on. The fabrics of suits are scabal, Dormeuil, Vitale and so on.

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< p > "the lines used in our suits are all silk thread.

And the silk thread has a characteristic that knotting is impossible to beat.

Therefore, when each garment comes to this stage, the workers must first remove the clothes from the machine, put them on the hand, then knot them one by one, then press them into the lining, then move on to the next step.

In her view, the better the fabric has its own style, and needs careful treatment, so that we can really make a quality garment.

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< p > at present, there are several similar custom-made companies in China, such as IWODE, and so on.

Perhaps due to the customization characteristics, the market size is not large, and there is no single case.

Evo has invested 10 million yuan in IDG capital at the moment, and Huang Yuenan thinks it is different from the brand model.

"We develop different technology routes, although it has online stores on Tmall, but the operation is still dominated by physical stores; the other two groups have different positioning, we are positioned at the age of 30~45, there is a certain precipitation of the crowd, Evo's consumer group is younger."

In Huang Yuenan's view, "10 million yuan to make customization is very difficult."

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< p > in China's apparel industry, the two recognized opportunities market is < a href= "http://www.91se91.com/news/index_s.asp" > high-end clothing < /a > and small batch customization.

Among them, there are at least several billion yuan in high-end and customized market cake.

"From the industry point of view, China's 1/3 population needs customized clothing, and so on, and the market matures, and an enterprise's annual sales volume of 1 billion should not be a problem."

Huang Yuenan is very confident about this.

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