Domestic Clothing Brand Customization Market Fever Was Detonated, But There Is Still A Lack Of More Mature Business Mechanism.

In recent years, with the accumulation of consumer income and the upgrading of consumer demand, China's advanced customization industry has developed rapidly.

Especially when Peng Liyuan is wearing a national brand.

After visiting the world, China has its own clothing.

The custom market fever was detonated.

However, although the industry is now in the fast lane, many people in the industry pointed out that there are still many short boards in China's advanced customization industry. It is difficult for the national brand to be internationally recognized. In the future, it is necessary to further improve product quality, shape brand personality, introduce mature business mechanism, and increase capital investment to achieve industrial development.

China's market blowout

In October 2015, Peng Liyuan accompanied Xi Jinping to visit Britain, and her dress was once again praised by "elegant and charming".

This has not only promoted the "two exceptions" and "useless" high-end designer clothing brands, but also pushed the original concept of "high definition" to the forefront of the clothing industry.

With China's economic development and the continuous accumulation of Chinese brands and designers, China's local custom industry has also begun to rise in recent years.

Because of the improvement of people's living standard and economic ability,

The concept of consumption has also changed. The high established consumer groups are no longer limited to entertainment stars and celebrities. High net worth elite groups also join in.

It has been reported that "advanced customization" has been almost everywhere in China, and there are thousands of brands and studios in Beijing, which are known as advanced customization.

Zhou Ting, President of the Institute of wealth and quality research, said that the high-end group in China has started a trend of "comprehensive customization of lifestyle" in 2012, which includes clothing, clothing, bags, shoes, family life and children's education.

From the original pursuit of Logo to the choice of Logo and the choice of customization, it is precisely because of the great changes in the consumption concept of high-end consumers. This is the change in the overall consumption upgrading, which directly promotes the development of the customized industry.

"What is interesting is that after the Internet and big data application entered the industry, a large number of customized start-ups emerged in 2014. They made the concept of customization as a concept and developed rapidly with the Internet."

Zhou Ting mentioned, "only the Chinese clothing (26.54, 0.04, 0.15%) custom industry wants to truly develop, the first problem to be solved is the business model innovation and expansion, especially to make good use of the current Internet and big data background, in essence, that is the source of customers."

From the O2O custom website of a man's clothing, we can see that consumers have made appointments for their visitors through their website or official WeChat account. They choose the details of fabrics, styles and accessories within a given range, and only need 21 days to get exclusive custom garments.

However, there is a saying that Gao Ding does not earn money.

Indeed, due to the complex process and the long hand making cycle, the significance of the clothing itself is mainly to highlight the brand technological strength, and the meaning of the brand is to enlighten the future trend of fashion, so as to adjust some of the elements in the production of advanced garments, "through its brand influence, customer resources and production capacity to quickly market."

There are some relatively low price semi custom, high cost performance, tailored to customize, shipments are very large.

Zhou Ting explained.

It is worth mentioning that almost all Chinese high-end clothing brands that want to enter the international market are under the banner of "Oriental Aesthetics" and use a lot of traditional Chinese clothing elements.

Zhou Ting believes that such a choice has helped Chinese designers get the initial attention in the international market, but it has also become one of the factors that restrict China's success in the international arena. The top brands that have entered the international market have gradually become models and become a "Chinese image endorsement".

"These elements are Chinese characteristics, representing China's superb technological level, but they can not shape their unique brand personality for the brand, resulting in the brand's failure to pform its design into business capability.

Enterprises need to survive, but like the current manual factory type of high definition brand, I dare say, these enterprises are almost very nervous cash flow, financial situation is very embarrassing, if we do not do some marketing gimmick, it is more impossible to absorb capital to support brand development.

Zhou Ting said.

China's highly established international road

Zhou Ting pointed out that although China's consumers have already had a large demand for customization, and domestic brands have been exploring for more than 20 years in the direction of customized development, it is a pity that no brand has been recognized by the international industry.

"Although China's brand has made many efforts in the world, it has made many shows and has participated in many exhibitions, and has received reports from foreign media. However, if we want to get the full recognition of the industry, we need a very high standard. It is far from enough to rely on these alone, let alone the Haute Couture qualification issued by the French High Fashion Association."

Zhou Ting said.

It is understood that at present, the French High Fashion Association has only 11 long-term members, including Chanel, Christian Dior, Jean Paul Gaultier and so on.

In addition, there are still "inviting members" in the guild. Chinese designers Ma Ke, Lawrence Hu, Lan Yu and Yin Yi Qing all belong to this list.

However, compared with the popularity of Chanel, Christian Dior and other brands, few Chinese high-end clothing brands are known.

Zhu Qinghua, a light industry researcher at CIC believes that although China's advanced custom garment market has developed more rapidly in recent years, compared with international brands, the development of China's advanced custom garment industry is relatively low, and the market size is relatively small.

In fact, not only clothing, including China's once proud porcelain, lacquer ware and other high-end handmade products, in fact, there is no lack of quality products in the market, but few people know.

Zhu Qinghua believes that the reason why foreign brands can enjoy a good reputation in the world is to set up global brands, while China's high-end handcrafts are inadequate in brand positioning and marketing plans, and fail to form big brands or big industries.

In the future, the development of high-end handmade products in China is lacking in a more mature business mechanism.

Daniel Harari, chief executive officer of France's Dior, Chanel and other famous fashion brands, which has provided software support and tailoring for more than 40 years, told reporters that "if Chinese brands want to remain competitive, they need to improve their value, service, brand quality and creativity, so that they are different from others."

Andreas Kim, President of Greater China, also believes that through investment innovation and intelligent technology, Chinese garment manufacturers can shift their focus to operational efficiency and product quality, and eventually make "made in China" truly become a trademark of excellent quality.

Zhou Ting also said that whether clothing or other handmade products, the domestic high-end design brands must meet the following requirements if they want to be recognized by the international industry: first, the customization ability of the brand should be continuously developed, the standards and processes of the customized products can be recognized internationally; secondly, if there is a professional team in product design and quality control, even quantified production can still guarantee the quality of the products; thirdly, the brand operation needs the master of international marketing ability; finally, with the means of rapid intervention of capital, it can quickly realize the industrialization development.

"LV bags have been raging in China for 30 years like typhoons.

But I believe that 5 years later, China will be able to produce its own luxury brand. After 20 years, China's Handmade luxury goods will surely take the lead in the world.

Ge Wenyao, the head of Shanghai Jahwa, is now the president of the Shanghai International Fashion Federation, and has set up a company called "Gao Ding Shanghai" to build it into a Chinese local fashion boutique custom paction service platform.