Garment Customization O2O Platform Will Provide On-Site Fitting Service On Line.

With the improvement of people's living standard, clothing customization is entering the life of ordinary consumers.

Garment customization made by Shanghai fashion group

The platform, Chi Shang Yuan, is expected to be launched in the near future.

With this platform, consumers can choose their favorite designers or even famous designers abroad to tailor their personalized clothes for themselves, and enjoy the service of special person door-to-door service.

In the process of dress customization, enterprises will also use clothing CAD, 3D human body data scanning, 3D mannequin, stereo cutting and other professional equipment.

Mode

C2C2B build industrial ecosystem

As the capital of design, Shanghai has always been a good designer, but its resources are scattered and its successful independent brands are few.

It is understood that the O2O platform, funded by the Shanghai apparel group, is "Zhi Shang Yuan".

Integrating into the garment industry, we want to realize the "cloud customization" of the cross ocean, and form the garment industry ecosystem with designers as the core.

Different from the B2C mode adopted by the general custom customized O2O platform, Chi Shang Yuan clothing custom O2O platform adopts the C2C2B mode.

"What we do now is C2C2B, the first C is.

The designer is also a customer for us. The designer enters and opens the studio on the platform. The other C is the consumer we are directly facing. Now the designers and consumers are attracted to the platform, and then 2B together. This B is to combine all kinds of suppliers, producers and accessories providers for two C services, which is the new mode we are doing now.

Ding Yong, partner of Shanghai Ling Ying Network Technology Co., Ltd., who is responsible for building the platform, said.

He describes a scenario where there will be many independent studios on the "wit" platform. Consumers can choose their favorite designers through design works, tell designers and preferences to designers, and let designers tailor their clothes to their own style.

Foreign designers who are hard to come into contact with ordinary domestic consumers can also find them on the platform.

At the same time, the company will send professional trained image planners to the door to measure the size of the body for the consumers.

When the size data is uploaded to the platform system, there will be surface accessories manufacturers and producers with relevant qualifications on the platform.

It takes about 14 days for the consumer to measure the size from the size to the finished garment. After the platform has matured, the process can be shortened to 10 days or even a week.

"One of the major characteristics of customized services is the high turnover rate. When customers complete a customization, the relevant body data will be recorded in the background. In the future, only the fabrics and styles will be selected directly, and the customized garments will be received in a relatively short time."

From a consumer's point of view, Zhi Shang Yuan makes garment customization no longer out of reach, and even helps them achieve the desire of "cross ocean customization".

"After the completion of the garment production, we will also provide on-site fitting service. If the consumer is not satisfied with the clothes, they can bring it to the staff at home. The image service planner of the company experience service department will provide consumers with suggestions on size modification.

In addition, we will regularly organize salons for consumers on fashion trends and clothing matching, providing them with additional value-added services.

Ding Yong said.

From the designer's point of view, the platform is the service provider of the designer.

It is expensive for designers to open their own stores. If you want to open a studio, you need to do a lot of things. Apart from the design, there are also the whole process of the choice of accessories, the choice of manufacturers, the process of making clothes and the final consumption channels.

"Because we are working with the Shanghai clothing group, we can enter the designers of our platform, we can find professional accessories and production suppliers that we can supply, and we can save a lot of effort and spend more time on designing.

The online platform itself will provide a sales channel for them. If designers need to promote their brand, we will cooperate with the world's top three Italy Design Institute to help designers to promote their brand.

In addition, if designers are not able to run their own brands of micro-blog and WeChat, we can also help him carry out brand operation and maintenance.

Ding Yong said that the platform will introduce some foreign designers, including from Europe and the United States, and establish a communication channel between designers and designers, so that Chinese and foreign designers can have more communication and communication.

From the point of view of the service providers in garment industry, that is, the manufacturers of surface accessories and manufacturers, the platform has found an "Internet +" method for them, and they can find the resources they need through the platform.

"There are still many garment manufacturers, they do not have their own designers, many of them are original OEM foundries, or do some OEM for two or three foreign brands. Through our platform, they can find their own designers and develop their own brands."

Chi Shang Yuan clothing customized O2O platform, ultimately to change the habit of consumers buying clothes.

"When I was young, although we only made a new dress every year during the new year, it was custom-made at that time. Although it was not called high-end customization, it was also tailored.

Now the clothing industry is booming, and people's consumption level is high. Consumers are beginning to pursue individuality and pursue different things. We will return to the custom-made era. We really hope to change the buying habits of some Chinese people and lead the change to start with customization. "

Industry

Changing to customized demand enterprises

As we all know, high inventory has always been a major problem in the clothing industry.

From the apparel industry's entire industry chain, the former clothing enterprises are Make-To-Stock (stock oriented production enterprises), that is, enterprises that use finished goods inventory to serve customers.

Generally speaking, the inventory of clothing enterprises is determined according to the annual forecast. For example, what winter is expected to wear in spring, if there is a problem or the style is not good, it will be unsalable and inventory will increase.

"China now has enough clothing for Chinese people for 3 years, that is, the clothing in the warehouse is enough for us to wear for 3 years, which is also the reason for the shortage of enterprise capital chain, because the funds of enterprises are all kept in stock."

Ding Yong said.

Now, more clothing enterprises are changing to Make-To-Measure (customized demand enterprises). It is the demand of customers to produce. This is a change to the garment industry, from inventory production to on-demand production, so that there will not be much inventory.

For the profit model of the platform, Ding Yong told reporters that the designer sells clothes on the platform free of charge, and the platform will charge a certain proportion of the cost.

"Other revenue also includes some advertising costs, online and offline show fees, we will help designers organize some online and offline show activities, will also set up some stores, for designer brand offline display, let customers experience.

And the cost of other services that designers need, such as operation brand, master training and so on, but these fees will not be very high.

In addition to customization, the future platform will also be made into garments, and the designer brand will be introduced by independent designers, but not customized, such as today's niche brand or tide brand.

This part of the price will not be very high, just like hundreds of dollars in the store, mainly depends on the designer's grade.

It is understood that Chi Shang Yuan platform will be launched in August.

At present, there are about 10 designers who have entered the platform, including 2-3 overseas designers, and many designers will recruit from the above, probably thirty or forty.

In addition, Ding Yong also said that after the platform is built, it will spawn designer brokers and sign some excellent designers into the studio.

"Signing a brokerage firm is also a guarantee for consumers, indicating that we are qualified for qualification.

For a designer, there is such a brokerage company, which is helpful for the whole financial, legal and patent protection. We suggest that the designer take such a road.

Price

Customizing clothes that ordinary consumers can afford

Custom clothing is generally linked to high prices in people's impressions, but Ding Yong does not think so.

He said that Chi Shang source platform is to customize the clothing that ordinary consumers can afford.

"The biggest cost of the clothing industry is actually in marketing, that is, at the sales level, in fact, designers can not really get much money.

And our O2O platform is a ready sales channel, so we can beat the marketing cost to a very low level. "

Ding Yong told reporters, "now, most of the high-end clothing custom shops in Shanghai are concentrated on the Julu road. If it is the same style and the same grade designer on the Julu Road, we hope to be able to make the price forty percent off of them, but our price must be more expensive than that in the shopping malls."

Reporters learned that in the future, if consumers customize a piece on the platform.

The price will be between 2000-5000 yuan, depending on the price of the fabric.

For men's wear, if the price of a suit is a domestic designer, the price will be around 10 thousand yuan. Overseas designers, such as designers from France plus tailors from Italy, will be priced at around 20 thousand yuan.

"Some designers are very famous, some consumers will be very concerned about the style and work of the designer, but they will think the designer is very expensive, far away from us, and feel that all the designers are making clothes for the stars.

In fact, designers who are really big designers are just rare in the entire designer industry. There are many good designers who have good designs, but he can't do very well because he doesn't have a good network.

We should know that many famous designers have suffered a lot before they become famous. They have also been silent. They may have known many stars and used their works to become popular. Such designer will not enter our platform, because their order quantity has exceeded the absorbable quantity.

However, most designers are still working hard, these designers are not expensive.

This is one reason why we want to do this platform at that time. Now we feel that designers are far away from us, and we hope to change our views through this platform.

Ding Yong said.

In addition, compared with imported garments, the price of the O2O platform also has certain competitive advantages.

It is only necessary for foreign designers to provide design, and manufacturers can find it locally, so the cost will be reduced much compared to foreign production.

"This is the benefit of both sides, because many foreign designers want to enter the domestic market, and many domestic consumers want to find foreign designers, our platform is also to build such a channel."

Ding Yong said.

Market

Capital and businesses are exploring customized O2O.

With the upgrading of traditional garment industry, Internet apparel customization has attracted the attention of capital market since last year.

In the capital concern from online to offline enterprises, the clothing companies that have been concentrating online have begun to move online.

Although the pattern of O2O platform is different from that of Chi Shang Yuan, many traditional clothing companies are exploring and distributing O2O for garment customization. Garment customization O2O is gradually becoming a major direction for the garment industry to further develop to consumers.

In November last year, Shenzhen small and medium-sized board listed company George White pioneered the "WeChat custom shirts" system.

Prior to that, the company signed a cooperation agreement with the British high-end custom brand Chester Barre brand, hoping to learn from and absorb the excellent design and operation experience of the brand, so that the scale of Georges white private custom business will be greatly improved.

Also in November last year,

Hand in hand with suning.com released the wolf totem extreme shirt, want to further customize the clothing market.

Zhou Shaoxiong, chairman of the seven wolves, believes that this is an era of advanced customization. Advanced customization is personalized service. It aims at the design and production of each individual character and pays more attention to the appropriate degree of wearing objects.

YOUNGOR also issued a notice last month that the company intends to make a total of no more than 5 billion yuan in the total amount of the public offering of the stock, and it plans to invest 3 billion yuan to build the apparel O2O marketing platform project. This is the key link and an important part of the company's strategic pformation. The company intends to optimize the distribution of the marketing network through the construction of O2O information system based on the acquisition and upgrading of existing direct stores, actively expand online channels, integrate offline store marketing, and build a O2O marketing platform with the core of the large membership system.

In addition, focusing on O2O menswear custom brand Evo tailor recently announced the harvest of 150 million yuan B round of financing, from Junlian capital investment, IDG and investment.

According to media reports, Evo tailor has set up offline experience stores in 30 cities throughout the country. This year, the custom tailoring platform is launched to provide door-to-door customization services for users.

At present, customized services are opened in 2 cities such as Guangzhou and Shenzhen. The platform also recruits more than 100 professional fashion fashion consultants to provide door-to-door custom shirts and door-to-door clothing care services.

The evo team said that this round of financing will mainly be used for information technology investment, introduction, training fashion dress consultants and new cities, and plans to expand to 50 cities this year.

The team members said that the demand for personalized clothing for men's clothing will be stronger and stronger, but the pure Internet method can not solve the problem of experience completely.

In the field of custom-made, we must take the road of combining physical stores with the Internet.

Foresight

Clothing customization O2O this road is not easy to go.

Insiders say that the road of garment customization O2O may not be easy.

"With the popularity of the Internet, all walks of life in our lives are changing. Everyone is doing O2O.

There is "hunger" in terms of eating, "love house, Lucky House" in terms of life, not to mention, "dripping taxi" and so on. There is not a very loud O2O platform, which is related to many technical aspects of the clothing industry itself.

Shanghai clothing group related people frankly, "clothing compared with traditional industries, there are many technical things in itself.

The electricity supplier is doing well. If you want him to pform the clothing industry, there is no way to reform it, because its standardization is not high enough. Our difficulty is to standardize the clothing industry and combine it with the Internet.

Nowadays, many enterprises make customized O2O mainly in men's clothing. In contrast, the standardization of men's clothing is higher than that of women's clothing.

Besides, the clothing industry has the national standard of quality, but many products are not up to the standard.

Any product has its standard, such as the down jacket has the standard of down jacket, sweater has the standard of sweater, each type is different. "

He also said, "we all know that the clothing industry knows that tailors are totally different in men's clothing and women's clothing when they measure the size. They have a completely different approach. Therefore, we train different service people according to the different classifications of our products during training. For example, women's clothing has a special dress master to do. Men's clothing is a master of men's clothing, which is more important than a designer to some extent, because if a garment is not well measured, the difference will be great."

"However, we will also give full play to the advantages that the Internet can be applied to clothing customization. For example, there will be some chips on Nike shoes on the market now. These chips can make your runners know where you are, and this is technically possible.

And we will add two-dimensional code to our clothes in the future. As long as we sweep the two-dimensional code, we can know the composition of the clothes, or the instructions for clothes washing, such as whether hot water can be washed, and how much water temperature is appropriate.

Shanghai clothing group official said.

Insiders pointed out that at present, the base for consumers to actually purchase customized services is still very small.

Therefore, the key to the development of the industry is to promote the customization concept and culture, and develop quality products that are more affordable to attract and retain customers.

Related links

The platform is equipped with cutting-edge designer incubation project.

The reporter learned from the Shanghai clothing group that at the completion of the project, Shanghai Garment Group signed a cooperation agreement with designers of Donghua University and Shanghai University of Engineering Science. The platform will not only open up a master studio, but also be a master designer from all over the world.

It is reported that Shanghai clothing group plans to open up specialized venues for industry university research cooperation to set up the incubator base for designers, invite designers from Donghua University and Shanghai University of Engineering Science to enter them, provide supporting services such as entrepreneurial space and management, and incubate designers so as to train more excellent, diversified and competitive market designers.

"For graduates of fashion design, there are many obstacles, such as suppliers of surface accessories, production equipment, marketing methods and so on. Many graduates have no choice but to turn away because of various objective difficulties." Chi Shang Yuan's Incubator Center will pave the way for designers' dreams through all-round services.

Shanghai clothing group official said.

Ding Yong told reporters that Zhi Shang Yuan shoulders the function of designer incubator, and will provide a good growth environment for the outstanding new designers in the industry.

"The designers recruited by the platform are required. If you are an independent designer or corporate entity, you have already been recognized by the industry.

If you are a designer who has just graduated or graduated for a few years, then I would suggest that we should find a brokerage firm or attend the incubator training for upper garment. "