Chinese Garment Industry Reconstructs Traditional Industrial Value

　 Technology + traditional fission effect

In March 26, 2014, Qingdao red collar chairman Zhang Daili will carry a secret exhibition 2014 China International. clothing Clothes & Accessories CHIC2014 (hereinafter referred to as CHIC) is the top exhibition of China's apparel industry. "This is not only a software system, but also a disruptive innovation of development mode." Zhang is talking about the "senior supplier platform for global suits". At this time, orders came from the United States. After the customer carries out the volume measurement, the data is transmitted into the database through the Internet. In Qingdao, the 35 workstations in this department can be directly connected to the database, and adjust the corresponding version according to the customer data, and then directly cut through the automatic cutting equipment. It takes only seven days from initial personality design to final garment delivery.

Similarly, on this CHIC, people will also see another custom brand called "love fixing". On its website, you only need to click the mouse lightly, according to the options, you can choose colors, materials and even models. Finally, you can add DIY with a signature. shoes 。 This is a Flash designed by the customer, which can be combined freely, while a shoe changes more than 88 million.

Customers will soon enter production after design, and consumers will be able to wear their own shoes for 7 days. This is much shorter than Nike's 5 week period, compared with the price of 1000 yuan or so, 200 yuan up and down is also more popular with the people.

In the past year, we have produced 1000 pairs of shoes, with annual sales reaching tens of millions. In the future, they will try to customize clothing, bags and so on, and even push forward the "cloud factory" mode.

This is a typical representative of mass customization in China's apparel industry, and a microcosm of the transformation of China's clothing brand. Chinese enterprises have shifted from the initial simple processing and homogenization competition to the high value-added industry with technological innovation to enter the upstream industry chain.

Business mode spawned positive energy for transformation

The business mode is a sharp sword. "It is not a traditional product marketing mode, nor is it a traditional business operation mode." Du Yuzhou said: "business mode is the mechanism of enterprise operation under the condition of market integration, and it is the integrated transformation of enterprise organization mode, production mode, management mode and marketing mode."

"An innovative business model must have a clear view of value first," said Greg Bernard, a business model innovation expert. "The key is whether products or services can produce value for customers."

This is the key to resonating with consumers. "What the trend people need most is your perception of him." EVISU China President Zhao Junhao said.

He thinks that fashion people are wearing different clothes and listening to unusual music. This is a representation. What they really want to express is their own distinctive thoughts and lifestyle.

Today's clothing enterprises are also trying to touch the minds of consumers. In the early days of the business, the fast fashion stylist has collected the basic data of the members, and then analyzed the consumption behavior and submitted the analysis report. On the basis of this, combined with the popular Chinese and foreign information, the product plan has been worked out.

Similarly, the men's clothing brand, Alston, also has a professional data analysis platform, which strictly controls and estimates the hot products, and the whole group's budget is in place, and the data are decomposed to distribution stores.

This requires a clear positioning of the brand. The material girl, created by Madonna and her daughter, has been sought after by girls after 90 years, relying on the unique brand connotation. Designer Brand DANDE positioning low-key fashion sense, emphasizing the design can self mix; pink big dolls are committed to do women any time and anywhere fashion consultant; dragon lion DELL brings fashion outdoor differentiation positioning lifestyle experience mode.

Under the precise positioning, we need to operate, we need resources and capabilities, which are the second elements of business mode innovation.

Consumer resources are one of the key resources. "First of all, we should learn to discover the temperament of black eyes and black hair, and inject this temperament into the design." Zhou Chengjian, chairman of the US state, said so.

Shandong Ruyi group, which has won the first prize of national science and technology, has set up creative design centers and fashion creative centers in Italy, Britain, Japan and Korea. In China, the Ruyi technology innovation platform has been established. It has 6 platforms: "state-level enterprise technology center" and "national post doctoral research station".

In June 2012, before the establishment of the company, PEAK CEO angel investment was awarded, and in 2013, it was awarded $10 million A round of financing. Apart from building a network platform, these funds also value the construction of the image store under the line. "One is to enhance the brand image, the two is to make consumers more intuitive to our products."

Amoy brand pink dolls are also actively expanding under the line, making use of the data resources of e-commerce providers to analyze consumer behavior and support offline shop sales.

In fact, the downward trend of the Internet has been very obvious. Alton's men's clothing has long been in Taobao and Jingdong mall; Dalian's men's clothing brand Dang Yang founded the excellent search cool, began to enter the Internet market in an all-round way; the women's clothing brand of Chongqing, launched the more than 30 life experience hall, and the electric business network was rolled out.

And offline stores, are also integrated innovation, multi brand collection shop surfaced.

J2 children's library is an example. It mainly focuses on "J.2" and "little grass baby" brand, integrates many children's clothing brands, implements product integration of open platform, and is committed to channel transformation.

DB Group designer brand integration store brings together Eurasian excellent designer brands, such as JIE.SI and other designer brands, is also creating a new brand integration store.

Similarly, the new brand of children's wear brand balbala one-stop store, hundreds of square meters, or even nearly 1000 square meters, can make a young mother realize one-stop shopping.

At CHIC2014, China's gold jewellery, silver and elegant jewelry, also saw the need for integration, seeking cooperation with women's clothing channels, and even providing jewelry customization for women's wear brands.

This is the new expansion of the industrial chain and even the value chain. "The key is how to combine and improve the quality of the system." Chen Dapeng, executive vice president of China Apparel Association, said that it also needs to consider the cost structure and even make profits.

This is the third key element of business model innovation, that is, how to achieve revenue after a series of efforts, including how the consumers pay.

In Greg Bernard's view, the most profitable mode is the platform, for example, Taobao is through the platform strategy, thus creating a new ecological environment.

AI Ding is also trying this pattern. Micro-blog users can turn their ideas into business through the love of customers. In addition, they also provide designers with special design and production platforms.

Over the years, as China's largest apparel industry exhibition, CHIC also serves the industry with the platform's functions, and innovates in a timely manner according to the needs of industrial transformation. In 2014, the new concept was put forward: full resources, full channels and full mode. This is a platform for industrial development, and also a platform for industrial transformation. How to resonate with the industry in the name of industry pushing hands after the transformation of CHIC is undoubtedly worth looking forward to.