Internet + Industry 4: Aiming At 450 Billion High-End Market, Garment Customization Industry Outbreak

The beauty tailor opened Tesla to your house and tailored for you. After seven working days, you can receive your custom made dress, and the price is the traditional high-end customization.

30%~50%.

Does that sound great?

In September 8th, Fang Guoqin, founder of the clothing company, took an exclusive interview.

In her opinion, if it could be done

and

If we get together well, there will be unlimited business opportunities in the future.

According to Fang Qin's plan, in September 2015

The officially opened clothing people can complete 1 hundred million of the paction volume by 2016.

Huge volume of Customized Market

It is reported that this high-end clothing custom industry as the main clothing people are a Internet Co named Hangzhou Beit Technology Co., Ltd.

Fang Qin is a pure engineering student. As a continuous entrepreneur, she took part in the establishment of Cartan net after a master's degree in Zhejiang University (a website that specializes in making gifts). At the end of 2007, she became CEO and realized five consecutive years of achievement.

Fang Qin thinks: "as long as the Internet thinking is cut well, clothing can be customized as well."

According to Fang Qin, there are about 90 million people in China's high-end customizations. If the ideal population and the per capita consumption of 5000 yuan per person are speculated, the overall market capacity can reach 450 billion yuan, but in fact, "the current network is very small, most of the higher customizations are on the line."

When she started her business in the early December 2014, she had searched the website of public comment on menswear tailored shops. At that time, there were 84 stores in Shanghai, 6 in Hangzhou and Wuxi, and 4 on average in three cities and 2 in four cities.

"This statistic is still relatively sketchy, because some stores do not comment on the public.

This website has a good coverage in the first tier cities, and the two or three line is slightly better, but there is little coverage in the small cities.

Therefore, Fang Qin made a rough calculation according to the first tier city 50% on-line rate and the second tier city 20% on-line rate: "if the average line and the second line single store annual paction scale are 3 million and 2 million respectively, the three line cities single store annual paction scale is 1 million, four line five line city single store annual turnover scale is 500 thousand, the current market capacity is only about 5 billion 300 million."

Therefore, she believes that this industry has great potential for development.

Vows to subvert traditional industries

Overseas, the so-called high-end customization is one to one, tailored to tailor the whole service.

Those luxury brands such as Chanel and Hermes have also maintained such a tradition. Customers who come to buy the order have to be patient and wait for the final product in addition to the high cost.

In China, clothing customization reminds us of the famous shops such as Pei Meng, Rong Changxiang and Heng Sheng in the early 20th century.

An industry insider familiar with Mr. Luo Meng said that when a customer's clothing shop such as this kind of volume was used, the name, address and telephone number of the customer would be identified after the customer was measured.

"The advantage of customization is that everyone is tall, short, fat and thin. The special shape of the shoulder, chest, belly and hunchback makes the clothing more difficult.

Taking a suit as an example, a good tailor can ensure that the garment is not shell, crack, and go out of shape.

The fine clothes made by the craftsmen can hide all the defects of the guests, and it is almost different to wear them out.

The industry insiders said.

But the problem is that all manual manual customization can only be produced in small quantities.

Lin Mingshan is the chairman of Hai Yan men's dress. This old custom shop has a special store in Hengshan Road, specially tailored for the small circle of people.

The person in a Zegna custom suit admitted that the traditional high-end customization could not be produced in large quantities. "Although I am also doing chain stores now, only a city like Shanghai is custom-made because good tailors are not enough.

Other foreign shops, we will make some ready-made clothes for sale.

Fang Qin just saw this point.

The ambition of Yi Bang people is to subvert the traditional clothing customization industry.

She will use the "online marketing + Beauty Dress consultant door-to-door service" to change the traditional high definition shop's high price and service high cold, so that white-collar workers can buy customized tailored men's suits, shirts, trousers and so on. The money spent only on the traditional stores 30%~50%, and the delivery time is shortened to seven working days.

Sounds cool, so how did it work?

Cooperation with large suppliers

It is understood that in fact, Yi Bang people is a service platform, which provides clothing information, door-to-door service and after-sales service.

But it does not have its own factories and workshops.

"The key is that we have developed a software system ourselves.

After we get orders from customers, we pmit the data directly to the supplier, directly place the order, the factory can start production, and after the completion, we will deliver the goods directly.

Fang Qin said, "we choose to cooperate with the large and leading suppliers in the industry.

There is a very strict system of supplier selection and supervision to find suitable partners nationwide, and to ensure that products that are guaranteed to consumers from the source must be of high quality.

It is understood that the Qingdao red collar group is the first cooperation with Yi Bang people.

The red collar group is one of the earliest traditional garment enterprises in China to carry out large-scale customization.

The red collar has become famous because of its own development of a customized platform -- RCMTM, a large supplier platform in the field of men's suit customization, which meets the personalized needs with large-scale industrial production.

But the short board that has been criticized by the industry is the "O" under the red collar line, that is, the lack of channels under the line.

Online orders always do not leave a link: volume.

If there is no trained volume master to measure body data, nothing can be said.

What they have is what they need most.

Fang Qin bought the exclusive agency right of Kailai, George, under the red collar.

Why do we choose this brand? "Because there are no offline stores and franchisees, we can control the price entirely, so there will be no conflict of interest."

Fang Qin said.

It is reported that this series of pricing is in the range of 2000~5000 yuan.

In addition to the red collar, in order to expand its product line, Yi Bang intends to cooperate with a cashmere sweater factory in Zhejiang and a leather goods company in Guangdong.

"Both of them are manufacturers with more than ten years experience in the industry.

This also provides a guarantee for the quality of customization. "

Fang Qin said.

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Three year plan completed 2 billion

It is reported that in the ybon people's three year plan, in addition to the planned 1 hundred million turnover in 2016, it will be 450 million yuan in 2017 and 2 billion in 2018.

"We will complete the self layout of key cities in 2016, covering more than 20 cities, covering 40 cities in 2017, and by 2018, 1 million users will be purchased, covering more than 60 cities and entering the Japanese offshore market."

Fang Qin's confidence is based on her company's strong financial backing.

The company is said to have won two million investment in three months, including one from Alibaba's angel investor and former CTO Wu Jiong.

With money, Fang Qin intends to launch marketing campaigns on a large scale soon.

"I know that there are quite a number of similar business models, so we must quickly occupy the market."

The three or four line city management idea of Yi Bang people is to find local powerful franchisees to cooperate.

Take Zhumadian, Henan as an example, Yi Bang people's local cooperative partner is the Wang Shouyi family.

Fang Qin is right. She has many opponents.

Apart from those small shops, the traditional clothing industry has also realized the potential of clothing customization.

For example, Wu Zezhi, chairman of the wedding bird (002154, consulting), announced earlier that it had entered the field of private customization. It launched a full category customization, allowing consumers to make an appointment online, and choose fabrics, crafts, styles and so on, providing 72 hours of door-to-door service. Consumers can receive customized clothing in 15 days.

He said: "when the overall sales of garment business is declining, the sales volume of our private customization has increased rapidly, which fully demonstrates the huge potential of the customized garment market."

There is no doubt that the biggest advantage of customization is that enterprises need not worry about inventory problems.

Generally speaking, if the garment manufacturing industry has 10 million output, it often has 4 million of stock and the rate of clearing is not high.

"At the height of our total, there were more than 150 offline stores, and now slowly began to adjust retail outlets under the line."

Gong Wen, vice president of red collar group, said that the advantage of customization is how many orders the factory receives.

"Then we won't have to worry about inventory problems."

Another problem is that Internet Co like Yi Bang people will seize customers from traditional custom enterprises. It seems too early.

People like Hai Yan, who are aiming at Lin Ming Shan, are still customers at the top of Pyramid. They are more inclined to be unique, superior materials, exquisite handwork and exclusive designers.

However, Hai Yan is also organizing his own professional team to operate the Internet platform. Unlike the clothes people, it does not abandon entity stores, but hopes that the original stores will play more offline experience.