Wenzhou Clothing Enters The "Service Era": "Flexible Manufacturing" Behind The Custom Trend

As a senior industry veteran who has been studying the development of Wenzhou's clothing industry for many years, Zheng Chenai, President of Wenzhou clothing trade association, summed up the three times of the clothing experience of Wenzhou from the relationship between Wenzhou's clothing industry and the whole domestic industrial environment.

No one would have thought that the fashion customization business that was originally launched in the first tier city should be made in a three line city like Wenzhou.

From the emerging custom formats of Wenzhou's clothing and the phenomenon of "customizing a street", Zheng Chenai summed up the two suggestions for the pformation of local enterprises in the service era.

"First, small and medium-sized manufacturing enterprises can try to focus on customer service. In addition to providing clothing products, they should also include cultural, artistic and other cultural consumption products. Second, in the process of pformation, enterprises should position themselves as a service-oriented brand, change the production mode, and make the production line more flexible and flexible to meet the small and fast order production needs in the way of" big line and small line ".

In Zheng Cheng's view, in 90s, the last century was the "era of manufacturing product brand" of Wenzhou clothing. This era is typical of the enterprises such as the newspaper bird and the French. They have obvious advantages in the processing and production of the suits. After a long period of accumulation, this kind of enterprises eventually went to the capital market and became the leading enterprise of this model.

Nationwide, Wenzhou clothing in 90s of last century carried China.

The banner of manufacturing advantage has gradually weakened after the changes in domestic demand and foreign trade environment.

Zheng Chenai told reporters that around 2000, Wenzhou clothing gradually entered the "clothing business era" through a series of pformation.

In this era, the garment enterprises in Wenzhou rely on the resources of the Wenzhou businessmen in the whole country to open up the development mode with the focus of the market channel. Based on the domestic market demand, Wenzhou clothing has become the biggest feature of the clothing industry at that time.

"The most obvious feature of this stage is the gradual rise of brand clothing enterprises such as Semir and Metersbonwe. Under the virtual operation mode, they focus on channel construction and expand the market scale rapidly, thus making Wenzhou clothing once again become the focus of the national garment industry."

Zheng Chenai said.

Like the original processing and manufacturing advantages, the virtual business mode has brought glory to Wenzhou clothing. However, with the general trend of China's economy gradually leveling off, the whole garment industry in China began to enter the "new normal" stage of slow development and slow growth after 2010.

It is said that after 2010, Wenzhou clothing has entered the "service era" which promotes brand performance through terminal services.

"At this stage, clothing companies no longer care about production and business links, but instead, like beauty and hairdressing industry, take services as a major attribute of enterprises and enhance their attractiveness with culture."

Zheng Chenai said.

As Zheng Chenai said, Wenzhou

The historical stage of development has obvious intergenerational characteristics.

According to the historical rule of industrial development, if the trend of the times can bring opportunities for Wenzhou's clothing to take off again, then how should every enterprise respond to this new situation after Wenzhou's clothing industry enters the "service era"?

First look at a phenomenon: in the past two years, a "custom craze" is blowing up in the clothing circles of Wenzhou. The local young mothers' demand for evening dress is hot, so that a number of small and medium-sized garment enterprises are worrying about their orders.

Wenzhou Yi Shijia Garments Co., Ltd. has been "popular" locally because of its "private custom" business.

Zheng Xiuxian, chairman of the company, told reporters that in June last year, he opened the first high-end clothing custom shop in the open source road in downtown Wenzhou. Every process from tailor-made to printed, sewn and hand-made is one to one service by professional staff of IRA.

This close custom mode has formed a word of mouth effect in the open source road, and has been popular among middle class women in Wenzhou. Later, more and more enterprises opened shop on the open source road. After more than a year's development, the open source road has spontaneously formed Wenzhou's "custom Street".