C2M Customization: Promoting The Pformation Of Garment Industry

C2M (Customer to Manufacturer, customer to factory) is a new mass customization mode emerging in recent years. It is an important achievement of industrial intelligence. Even experts predict that the comprehensive promotion of C2M will end many middle platforms including Taobao and Jingdong.

The clothing industry is a traditional advantageous industry in our province. With the increasing purchasing power of consumers and the access to fashion information, the demand for personalization and differentiation becomes more and more obvious. Therefore, in-depth understanding of the C2M mode and combining the advantages and innovation of our province will push forward effectively.

Transformation and upgrading.

The C2M mode of enterprises aims to achieve direct docking between producers and consumers, and achieve low cost production of personalized orders based on big data and intelligent manufacturing, and synchronize the construction of industrial ecological circle.

At present, Qingdao red collar group is the leader in implementing C2M mode in the domestic garment industry. Combined with the experience of the company, further analysis of the main features of the C2M mode is as follows: three, to satisfy the individuation of the complete product database; to guarantee the low cost with the standard digital production process; and to achieve high returns with short cycle and zero inventory.

Under the background of current order reduction, retail weakness and high storage pressure, the C2M mode is both an opportunity and a challenge for the pformation and upgrading of the garment industry in Zhejiang. On the one hand, sales and manufacturing have always been the advantages of Zhejiang garment enterprises. In spite of the lack of outstanding design capabilities, a large number of garment enterprises in early years have succeeded in manufacturing through a single sale, with one hand in hand, and with very high market acuity and low cost, and have accumulated a lot of industry and market experience.

On the other hand, the design capability, digital production and massive investment required by the C2M mode are hard to reach in a large number of small and medium-sized garment enterprises in the province.

To this end, in the process of promoting the C2M mode, the garment industry in Zhejiang must find a new way to build a big data platform for the dominant apparel industry based on cluster, and integrate the scattered industry and market experience. At the same time, we should bring the advantages of professional market and network business into play, and push the large-scale pformation of traditional factories.

Based on cluster, we explore the design platform of all data for dominant products.

The realization of personalized customization relies on a complete product design library.

Zhejiang clothing has many characteristic clusters, such as Hangzhou women's wear, Ningbo suit shirt, Haining leather, Tongxiang sweater, Pinghu tooling and so on. The leading enterprises in individual clusters have begun to explore the product database, such as BABEI group in Shengzhou cluster, has a flower database and an electronic library, which can collect 360 thousand global necktie patterns, and customers can log in, search and match colors on the basis of this database. However, most clusters do not comb, integrate and digitally enter the styles of the superior products.

Our province should take leading enterprises as the leading role, take the experts and experts in the industry as the main force, take the existing public platform in the cluster as the foundation, draw lessons from the experience of Qingdao red collar group, and explore the design platform for forming the advantage data.

Docking

Establish customer demand tracking platform and reshape production.

Clothing sales have been the main source of profit for the electronic commerce platform because of the high profit and high repeat purchase rate. At present, many garment enterprises in the province have access to the e-commerce platform or build their own websites to expand their network business, but in terms of concept, they still equate the electricity supplier with the sales channel.

In fact, the network platform is the source of important data such as customer size, consumption habits, personality needs and so on.

In addition to establishing a complete product design library, Zhejiang garment industry should also effectively identify potential customers and provide targeted products.

Therefore, in promoting the C2M mode, we should make full use of the advantages of the province's electricity providers. First, we should try to integrate with the enterprise information system to achieve the direct pfer of website orders into the information system to arrange production. Two, we should build a customer demand tracking platform for building a specific superior product. Based on the analysis of the relevant sales data, we will make an analysis of the cost, style development and regional differentiation of the enterprises, determine how to develop the new products. Three, we should draw lessons from the Alibaba scouring factory mode, and encourage the powerful electricity suppliers to jointly pform the traditional factories in order to achieve flexible production in the form of shares or alliances.

Docking the professional market to build a one-stop intelligent Exhibition Center.

Zhejiang's specialized markets and exhibitions have been developed. Many platforms such as Yiwu small commodities market and Haining leather city have become influential fashion publishing centers at home and abroad. In promoting C2M mode, we should make full use of the professional market advantage. First, we encourage the professional market to further promote the operation of O2O (online offline integration).

Display, Internet pactions, centralized logistics, improve consumer access; the two is to change the extensive mode of "scattered batches and miscellaneous sales", and promote the one-stop fashion consultant system. Based on the product data design platform, the virtual fitting will be carried out according to the customers' stature, hobbies, personality and professional characteristics. On the basis of the leading products, the matching costumes will be recommended synchronously to form the scale promotion of clothing products in the province.

After such orders are generated, the offline stores will also receive corresponding profits, and the relevant data will also be updated to the customer demand tracking platform.

with

Market culture to optimize regional clothing brand.

The effective realization of personalized customization also relies on the mature consumption concept and certain common knowledge of clothing.

Although many consumers have more personalized needs, the effect on clothing products is rather vague, and even some ideas are very advanced, but it is difficult to achieve in the production process, which makes the final customized products difficult to meet the expectations to a certain extent, and thus affect the shopping experience.

In the process of C2M promotion, clothing enterprises should also establish the concept of cultivating customized consumer market, encourage the active participation from market demand side in the way of industrial ecosystem, and combine the expertise of creative products with consumers and designers in designing innovation concepts and color collocation to encourage original design and establish a good brand image.