"Spoiler" In Traditional Clothing Industry

Do you know that there is a small and beautiful fashion customization.

The pattern is rising.

In the traditional fashion industry, small and medium-sized sellers are constrained by fixed production processes and rigid scheduling.

Now, they hope to catch the Internet hitchhiker and kill a bloody path in the brutal competition.

They are regarded as the "spoiler" in traditional industries.

With the help of Internet marketing, we have a loyal customer who exists in the form of fans. Through imitation and innovation, we gradually control the front-end of product design and development, forcing the traditional production side to change its posture and cooperate actively, from design to production and sales in our own hands.

Fresh customization

Lin Yan is the owner of a women's tailor's shop on Taobao.

1 years ago, she opened shop micro-blog on Sina.

Little is one of Lin Yan's fans.

One day, she brushed micro-blog with nothing to do. Xiao could occasionally see someone forwarding Lin Yan's link to micro-blog's dress, and the picture was her own long dress.

Click to see details, link to jump to Lin Yan's Taobao store, baby interface display price is $1.

"A dollar can buy clothes?" even though the fact that sales volume has exceeded 1000, Xiao can still feel unbelievable.

After asking customer service, Xiao can only know that the original yuan is only a deposit. After the photo is taken, the owner will contact the factory to make it, and wait for the factory to ship the goods, then contact the customers to make up the balance and then deliver the goods.

During the customization period, shopkeepers will update their production progress on micro-blog every day.

Accustomed to paying the full amount, within 72 hours of the delivery of Taobao online shopping mode, for this "fresh" sales mode can still be the first encounter.

With a tentative attitude, Xiao can take down the deposit.

Since then, Xiao can go to Lin Yan's micro-blog to see the latest progress of clothes when he has time to spare. He also puts forward some suggestions for improvement on the material and shape. He has received more than 1 months' participation in production and waiting.

Like most of Lin Yan's fans, Xiao can become a frequent visitor in Lin Yan's shop.

In Xiaoke's view, there are sometimes more than a dozen clothes sold on the same style on Taobao. The price is uneven, and the quality is good and bad. Sometimes, it's not easy to know where to place orders for a long time.

But here in Lin Yan, Xiao can be very "assured", regardless of the price level, at least the quality of products is guaranteed.

In addition to quality assurance, the importance of fans' wishes and needs is also an important reason why they can choose to stay here.

Every time you can see a piece of clothing, you can use micro-blog's "Bowen + map" approach, atlin Yan, Lin Yan will let other fans choose to vote according to their preferences. If the voting is high, they will be forced to give up when they vote low.

Xiao can witness the process of Lin Yan's store growing from small to large.

At first, Lin Yan's micro-blog had only a few hundred fans. Each time the new model could only sell dozens of items, because the quality was good, the style was new, and the word of mouth was passed on by the word-of-mouth.

Up to now, fans have exceeded fifty thousand, sales have also soared, sometimes just a new, one thousand clothes were robbed in a few minutes.

On micro-blog, there are countless shopkeepers like Lin Yan. They are in the field of clothing, shoes and caps, bags, watches, jewelry and other industries.

They have a common name - "mangosteen", "Shanzhai main" homophonic abbreviation.

As its name implies, most of its products are famous.

Imitation.

At the beginning of the shop, there was no fame, no tourists, and imitation of the international fashion style representing the fashion trend became the most convenient choice for mangosteen.

self-owned brand

Most of the bamboos who have fans ranging from thousands to tens of thousands of people will choose to use the original brand names in the production of products, so as to cater for some people's pursuit of famous brand psychology and attract customers.

Lin Yan said that he is no exception. In fact, every mangosteen will register a good brand at the beginning of the shop, waiting for the popularity to expand and the stability of tourists to become their own trademarks.

The mangosteen, who has fans of hundreds of thousands or even millions, will print their own LOGO on the product.

Mangosteen Anne, who also works in women's clothing, began to use her brand logo two years ago.

Anne's store has been open for nearly 9 years, and she said she was the first batch of Taobao Custom Shop testing guests.

The first few years also started with imitation big cards, using the original brand LOGO.

Slowly, more and more customers, and then later, customers began to take the initiative to request the original LOGO removed, saying that they are rushing to the style, as long as the quality of clearance, is not the original label does not matter.

Anne was very hesitant. She was worried that many customers would lose after changing the label, but she also knew that if the store wanted to be bigger and stronger, it had to have its own brand.

In this way, Anne, with a nervous heart, printed the trademark that he had registered a few years ago on every piece of clothing.

Unexpectedly, the first time that Anne changed his mind after the change of bid, a Celine sweater sold more than 2300 pieces in two minutes, creating a new high store sales.

"I asked the company and the factory owner to drink champagne. This is a historic moment to commemorate."

Anne said.

To add their own design on the basis of imitation is the key for mangosteen to cross the cottage and move towards innovation.

Although the present mangosteen are only slightly processed on the basis of the original version, the mangosteen elephant will adjust the design of the shoe last according to the foot shape of the Asian. Anne will adjust the pattern and color of the dress to make it more suitable for Chinese skin color and aesthetics.

Anne said that Taobao has already started selling clothes under the banner of "the same family of Anne".

Anne is not worried about other people's imitation of herself. She says that just like her original imitation of others, it is just a pitional period.

Moreover, from another point of view, this also shows that their products and designs have been recognized, "I have copyright in the future," Anne laughs.

Word of mouth marketing

Imitation mangosteen often wanders on the edge of infringement. They often invite Taobao to investigate and punish.

To promote products and avoid censorship from Taobao, mangosteen has chosen to camp in social media such as micro-blog and WeChat.

Mangosteen will be updated on micro-blog every day, with fewer than four or five articles and dozens of times.

They sometimes publish new information, make progress, dress matching, trend, sometimes fan recommendation, Mai Jiaxiu, sometimes chatting with fans.

Lin Yan regards her "people as loyalty and loyalty" as her motto. She believes that in the Internet era, "consumers" are no longer a general and vague group, but a "holistic person" supported by massive and fragmented demand. Only by attaching importance to the needs and feelings of consumers can they get the most loyal feedback from consumers.

On micro-blog, Lin Yan was active in establishing interaction with fans.

She encouraged fans to publish buyers' show on micro-blog and award shop coupons.

The buyers show on micro-blog is different from Taobao's evaluation. It breaks the barriers between consumers and buyers, consumers and consumers, and all comments and evaluations are open and interactive.

Lin Yan attached great importance to this kind of feedback from fans in the form of buyers.

When customers encounter inappropriate size or other problems, Lin Yan will immediately be responsible for the refund, or through resale and contact fans to resell. But most buyers show their recognition for products, and the wearing experience of ordinary people from different shapes will give a demonstration effect to other potential fans and arouse the desire of potential fans.

Customers who have already satisfied their products will raise the repurchase rate after obtaining the coupons. This way also increases the user stickiness, and even many fans make a buyer's show before the new hours, just to get the coupons.

In order to make fans communicate better, Lin Yan built 2 Wangwang group, 1 QQ group and 1 WeChat group for fans, the total number is more than 3000, and fans are usually very active.

Sometimes, Lin Yan is busy at the moment. He comes home to see group notices in the daytime. He often has tens of thousands of unread messages. They give advice or suggestions to Lin Yan, or publish or try to feel the latest clothes on trial, or publish the purchase information.

Some fans, who did not buy a particular item of clothing, started buying when they saw the group's drying list and discussion. The infection within the group not only shortened the distance between fans, but also provided space for the two dissemination of products.

Fans cultivated through micro-blog interaction are often pformed into loyal potential customers, so that Lin Yan can guarantee sales before making products.

Lin Yan made a Lanvin imitation dress (French high fashion brand) dress, and began to add second batches of fans under the strong demand of fans, after which a total of more than 1000 pieces were sold.

In order to figure out the number of orders for the second batch, Lin Yan opened a deposit link of 0.1 yuan, and only 20 minutes later, nearly 500 shots were taken.

Intervention production

All along, the majority of Chinese garment manufacturing based on processing export is at the low end of the industrial chain, lacking value-added value. It is a very low gross margin industry. Not only does it need to invest large amounts of manpower, plant and equipment resources in the early stage, but it is also subject to the continuous squeezing of customers. Many factories usually only receive large orders to ensure profits.

In the traditional fashion production mode, because of the small amount of orders, mangosteen is easy to be rejected by factories. Even if orders are placed, they are often placed behind a large list.

However, this situation is slowly being broken.

At the beginning of the shop, only a few small factories were willing to cooperate with Anne. Sometimes a garment was often aborted because of the low order.

Because of the higher requirements for fabrics and routing, factories often use this as an excuse to raise the price of the board and production, and the construction period is often delayed by the arrangement.

Anne said she did not mind being raised and postponed. The only requirement was that the factory arrange the best teachers to board and produce the best equipment.

With the help of large fans and using their design capabilities, Anne gradually gained market recognition and gradually had bargaining power in the game and cooperation with factories.

As sales increased, Anne's orders were increasing in factories. Factories were "forced" to pay attention to Anne's orders.

At the same time, under such high technological requirements, the factory itself is changing.

Workers with poor skills will be eliminated, and the masters left behind are fine workmanship, and the competitiveness of the factory in their peers is also growing.

Later, other factories began to take the initiative to contact Anne, hoping to cooperate and offer a preferential price.

After all, the original factory has been working together for many years, and "skilled masters are familiar". Anne is worried about changing factories, and the quality can not be guaranteed.

Because the original factory is too small, it has been unable to meet production needs.

Anne finally chose to "share" the original factory and become his own boss.

She chose a new site for the factory, and spent 140 thousand of the time buying the most advanced textile equipment from abroad.

Forced reform

The Internet gives everyone unlimited space to create creativity.

With the help of Internet marketing, they have loyal customers in the form of vermicelli. By imitating innovation, they gradually control the front end of product design and development, forcing the traditional production to change their attitude to cooperate actively, from design to production and sales in their own hands.

The production mode of mangosteen is very similar to that of Zara, H&M and other fast moving products.

The difference is that the traditional fast food products have huge financial support, both in product research and development, production input, advertising marketing, store layout, and have a huge advantage over the original custom shop.

But mangosteen Li Xiang, who makes women's shoes, believes that custom shops will go further than Zara.

He thinks that, like Zara, the quality of fast moving goods is not necessarily up to the custom-made store in order to catch up with the goods and to press the unit price.

Moreover, this international large company adopts unified standardized batch production and is not suitable for all Chinese people.

"Compared with them, we are just poor, if we have angels in this mode.

To support, or to raise funds, is definitely more advantageous than Zara. "

Li Xiang said.

In the traditional clothing industry, it is precisely these "spoiler" that emerge.