Lu Tai C2B Personalized Customization

Lu Tai A has always been the main product of clothing semi-finished products, its main products are yarn, high-grade dyed fabric, high-grade dyed grey cloth and shirts. Lu Tai produces 20 million shirts annually, and has established long-term business relations with the world famous companies such as OXFORD, POLO, PVH, M&S, BURBERRY, and Itou Tada, Marubeni, Japan.

Previously, Lu Tai has been working hard in traditional industries, but under the impetus of the Internet boom, the company has joined the army of e-commerce. In May of this year, Lu Tai A announced that it would jointly finance Beijing's Bi Shibo e-commerce consulting Co., Ltd. (hereinafter referred to as Beijing Expo) to set up a joint venture "Lu Tai you fiber" and Lu tajai 90%.

At present, Lu Tai you has made good progress in platform construction, market research, version determination, personnel training and so on. "Lu Tai you" WeChat client was formally launched on September 1st, and began to accept customer orders. Lu Tai you has launched the "Junyi" advanced customization brand, using online booking and offline volume to provide customers with experience shop volume or volume division service. Meanwhile, professional tailors can give professional advice in every customization link. In September this year, Lu Tai you fiber WeChat client received an average of 60~70 pieces per day.

Reporters at Lu Tai A securities representative office confirmed that the company WeChat client "Lu Tai you fiber" is not yet fully completed, the company is at the end of the year PC terminal platform on-line. At present, online experience stores or volume division service are distributed in major cities, and cities that can not come to or provide experience shops will also provide self measuring methods to facilitate the smooth progress of customized services. At present, the main business of the company is offline. "Lu Tai you" is only an attempt to touch the net in the short run. It will take at least 2 years to achieve profit, but in the long run, the project can optimize the company's products. Distribution channel We should gradually reduce our dependence on overseas markets and transform large scale rigid production to small batch flexible production system to adapt to the changes in current consumption patterns.

However, people in the industry are not optimistic. Lu Tai Custom business. "Online clothing customization has already been experimenting with businesses, and AOKANG launched shoe-making shoes a few years ago." An analyst said, "Lu Tai has been taking the high-end line, but the popularity is not high. High-end customization In this market, I personally feel that it is not appropriate to start with shirts. Most people buy Shirts, it is very difficult to have patience to customize, wait a few months before they get the goods. Shirts are a consumable for men, and they are updated at a high frequency. Unlike Western-style clothes, each person may have one or two sets of expensive ones.

According to Wang Liyang, an electric business insider, clothing and household appliances are different. The clothing market mainly depends on the style. If the style is right, where to buy is not the key. The traditional clothing enterprises can not relieve the pressure under the line by pushing the network customization, but only in another way to participate in the competition of the electricity supplier.

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Since it is a marketing behavior, we must talk about the marketing cost. As we all know, the common name in TV marketing is naming, and the value logic of TV columns has always generated audiences by content, and the audience has created the consumer market, and the consumer market has given back to the famous businesses, both in "where daddy goes" or "good voice in China".

The "goddess's new clothes" program requires that every garment company participating in the auction will have to pay 5 million ~600 yuan entry fee and auction capital of 10 million yuan. When the auction funds are exhausted, the brand will leave the buying stage. Compared to the past 70 million or even 80 million of the naming fee, the total cost of the program is above 15 million yuan, which shows its marketing cost performance. As far as advertising efficiency is concerned, it is difficult to accurately measure the advertising benefits of such enterprises as Erie and JDB. The investment of clothing buyers in the program after the TV content broadcast, immediately in the electricity supplier sales to form a test, this mode is also an evaluation of the program publicity effect.

China Merchants Securities analysis report mentioned that "goddess's new clothes" "star + designer + instant broadcast" mode not only brings high cost performance marketing innovation to traditional brands, but also causes a series of new thinking that traditional brands begin to excavate the designer domain, supply chain potential development and O2O mode camp. To some extent, the development of traditional offline apparel industry has brought new collisions.

But on the whole, the new mode of selling at the moment has not yet brought benefits to the brand, and the overall sales scale is not large. However, the Taobao search index of four clothing brands has been promoted. Statistics can be made on sales data. As at 21:00 on October 5th, the total sales volume of Goddess series clothing on Tmall platform was 12 million 710 thousand yuan, while the total auction amount amounted to 43 million 360 thousand, of which, the cumulative sales in August 24th and August 31st exceeded the auction price. In terms of single auction, ASOBIO- Shang Wenjie, Eve Li, Eve, Zhang Xinyu, and Mo Xiaoqi have all accumulated more than the auction price.

And in the 7 phase of the program, he participated in the first 6 auction, the total number of auction was 10, the total auction was 5 million 760 thousand yuan. As of 21:00 on October 5th, Tmall's goddess series sold 1 million 800 thousand yuan, far from covering the cost. However, although only 2 sales of the 9 commodities exceeded the auction price, the popularity of the brand increased after the programme was launched, especially when the price of the brand was significantly higher than before.

After the broadcast, 95% of Tmall's customers were new customers, which became a new force to increase online traffic. In addition, with the rapid promotion of brand popularity, the third phase of the program started with a small number of "goddess" products online, and sold coupons through customer service after the sale of the products online.