Precision Positioning Has Become The Trend "Fast Fashion" And "Personalized Customization" Will Lead The Apparel Industry.

The so-called precision is to identify their customers and meet the specific needs of this group. Clothing, as one of the important means to embody people's personalization, needs more precise positioning.

At present, the domestic clothing market can be divided into two fields: high end and low end. In the middle and low end, consumers are pursuing fashionable and changeable styles and moderate prices. In the high-end field, consumers are not so sensitive to price, and the brand and exquisite workmanship become more and more concerned.

Then, how to achieve precise positioning in these two fields? I believe that "fast fashion" and "personalized customization" are the two best models applied in the low-end and high-end market. They can meet the needs of consumers according to the different needs of consumers and meet the needs of consumers in a series of links such as design, production, logistics, sales and so on.

Nowadays, the voice of traditional clothing brands has been impacted by the electricity supplier. But in fact, the traditional clothing enterprises do not do business is not the key to transformation. Because of the existence of large physical stores, traditional clothing enterprises can not completely transform to the electricity supplier, and the electricity supplier has no ability to cover all the clothing market. After all, trying on the shop in person is still an important and irreplaceable purchase experience for the consumers.

Therefore, in the next long period of time, traditional clothing stores and online shops will be a symbiotic blend. At present, the traditional manufacturers and electric providers need to work hard together to study how to meet the needs of consumers through the different attributes of their online and offline, and better use of precise positioning principles. Otherwise, even if the traditional brand opens the electronic business platform, it will fail because of the inaccuracy of positioning, and even if the electricity supplier temporarily owns the sales volume, it will not be able to long-term because of lack of positioning.

In fact, it is now in the low and middle market. Fast fashion It's a very popular concept. In the domestic brands, Hai Lan's home, Arton and so on are all this pattern. In the two brands, the average price of a shirt is only around 100 yuan, and a down garment is only 4 or 500 yuan, but it has many fashionable styles and colors. Clothing from summer wear to winter clothing, from leather bags to shoes, from belts to socks, and so on, consumers are fully selected by the supermarket to choose their own style.

The characteristic of this brand is that the stores have reached a certain coverage under the online City, making it convenient for consumers to go shopping in the physical stores, and the prices in the shops are very reasonable, and the selling price on the Internet is also consistent with the physical stores. Therefore, consumers and their online shopping are not going to try them out in physical stores, but also enjoy the warm service of the salesmen.

The fact also proves that in 2014, the traditional clothing enterprises generally suffered a sharp downward trend, and the home of Hai Lan and arstedon both gained an upward trend. According to the first three quarters report released by Hai Lan home in 2014, its business income increased by 70.5% compared with the same period last year, and net profit increased by 83.57% over the same period last year. The net profit for the whole year will increase to 1550% to 1600%. And in just a few years, aldun ton has an annual turnover of nearly 1 billion yuan.

The high-end market, I believe, is actually the world of personalized customization.

The so-called high-end market, not only represents the high price, but consumers have higher demands for brand connotation and emotional feelings, and personalized customization can meet the needs of consumers.

For example, the earliest red collar group that pioneered Internet customization in China, with the help of digital large industry 3D printing mode, applied 3D printing logic thinking creatively to the production of factories, successfully solved the contradiction between individualization and industrial production, and realized the customized demand of 99% of consumers. The sales data also proved the success of this model. The red collar group produced 7 million sets of clothing in 2013, realized sales income of 1 billion 676 million yuan, and the output value was about 2 billion yuan in 2014, and the output of MTM (Made to Measure) was about 2600 to 2800 packages per day.

Senior professionals in China have pointed out that compared with high inventory, it is difficult to form a truly branded garment. market The customization of zero inventory pressure is still a blue ocean market in China and has great potential for development.

Now, besides red collar, a group of enterprises that develop clothing customization by cloud computing are also coming into being. as Seven wolves [-0.81% Fund Research Report], Shaoxing online Textile City [-1.22% Funds Research Report], good buy network, men's clothing custom brand "private tailor", Heng Long and other enterprises, are actively in the clothing cloud data and cloud customization mode innovation and exploration.

In a word, whether it's fast fashion or personalized customization, it is a new mode of garment industry in recent years. Whether they are in design and production or in logistics sales, they are required to make radical changes and innovations in the traditional mode, so as to meet the new needs of consumers in the new era. Innovation is the magic weapon to help these enterprises lead the clothing market.