When The Apparel Industry Chain Is Reconstructed, Consumers' Diversified Demand Dominates.

With the end of imitation consumption, diversified and personalized consumption demand has gradually become the mainstream of garment industry.

At present, the relationship between consumers, producers and the market is being reconstructed, and the dominant characteristics of consumers are becoming more and more clear.

Only when garment enterprises comply with the trend of consumption change, seize the core needs of consumers, and constantly enhance the consumers' experience, can they go further and further

The State Council recently issued the guiding opinions on actively giving play to the new consumption guiding role and accelerating the cultivation of new supply new power. It clearly pointed out that the new consumption, which is mainly focused on upgrading traditional consumption and upgrading new consumption, especially in the key areas such as service consumption, information consumption, green consumption, fashion consumption, quality consumption and rural consumption, will lead the rapid growth of related industries, infrastructure and public services investment, and expand the new space for future development.

"With the basic end of the imitation wave like consumption stage, personalized and diversified consumption has become the mainstream, especially the younger generation is more interested in the fashion brand goods and services that embody personal characteristics."

Zhang Qinghui, vice-chairman and Secretary General of the China Fashion Designers Association and vice chairman of the China Fashion Week Organizing Committee, recently told the Economic Daily reporters that fashion consumption and quality consumption will lead and promote the pformation and upgrading of the garment industry to a higher level and larger space, and accelerate the development of related fields, such as consumer experience, personalized design, flexible manufacturing, and so on.

Designer brand meets new needs

In the 2016 spring and summer series of China International Fashion Week, 71 designer brand fashion shows were staged in succession.

The brilliant fashion feast conveys a clear industry signal - the designer brand of creative self and different styles are meeting the personalized and diversified consumer demand.

"I like the way I am at ease" is the design theme of Zheng Qinger, the founder of the Qing Dynasty brand. She starts from Chinese aesthetics, and the cotton dress skirt is loose, comfortable and elegant.

Pan Yiliang, director of brand design at GIOIA PAN, continues traditional exquisite hand-made fabric technology, with a small number of items, which emphasizes providing consumers with advanced customized design.

The arrival of the era of personalized and diversified consumption has brought great opportunities for Chinese designer brands.

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In the process of pformation and upgrading, we should make more effective use of the power of design to enhance the added value of every link in the industrial chain.

Zhang Qinghui said that only in this way can the garment industry meet the new needs brought by the consumption pattern of lifestyle and develop healthily and continuously.

From this fashion week, we can see that both the senior designer and the new generation designer have extended their vision to the whole industry chain on the road of fashion design innovation.

Designers not only focus on color, fabric, shape, pattern, and collocation, but also begin to pay attention to the innovative application of fiber materials, dyeing, environmental protection and energy saving.

"Young designers growing up in this rapidly changing era will add even more exciting elements to China's fashion industry through their design rhythm with the times."

Zhang Qinghui said.

Flexible manufacturing achieves "fast fashion"

In recent years, the overall slowdown in the international and domestic apparel markets has slowed down, but fast fashion brands have gone against the trend and are internationally renowned in H&M, ZARA and UNIQLO.

Under the leadership of China, fast fashion brands in China are also beginning to break through.

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"Weary and similar pursuit of individuality in clothing consumption concept is becoming more and more mainstream."

A fashion industry insider said that the quick response mechanism of fast fashion brands just satisfied the needs of current consumers.

Of course, behind the success of fast fashion is the innovation of flexible production mode of "small batch, multi variety, fast delivery", which is on demand, flexible and efficient.

Take the Han Du clothing house as an example, it created the "single product whole process operation system" based on the Internet.

In this system, 2 to 3 employees form a group. Each group is an independent profit center and operates a brand single product throughout its own operation.

According to the completion rate, gross profit margin and inventory turnover rate, the company formulating the "performance bonus formula" and regrouping the group whose performance is not up to the required requirement.

"The role of the company's management is to make regulations so that a good competition can be formed between these teams so as to ensure the smooth operation of the whole system."

Jia Peng, deputy general manager of Han Du Yi house, said that the Korean group has changed from the first 40 cracks to 280, ensuring that the online shop has a new speed every week, with 30000 new models on the whole year.

At present, the flexible manufacturing mode has been widely recognized in the clothing industry. The more intelligent clothing flexible production system can not only reduce the production cost, but also meet the personalized consumption demand.

Channel integration to enhance consumption experience

Recently, the Internet famous women's clothing brand O2O and Shanghai retail giant new world department store cooperation, "Yin man + department store" will enter the new world flagship department store flagship, to achieve passenger flow, commodity flow and consumer experience through.

INTMAN apparel is a typical online business.

In July, Yin man opened the strategic layout of the whole channel, "Yin man +".

As of the end of October, the company has opened more than 70 stores nationwide and signed more than 140 shops.

In Yan man's physical store, online and offline share the same price, supporting cash and mobile payment in two ways.

Fang Jianhua, President of Yin man, said that although the "double 11" sales exceeded 100 million yuan, the limitations of online businesses were obvious, for example, clothes could not be tested.

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If the customer experience is well done, there will be about 15% return rate, not because of quality problems, but size, color, shape or visual effects.

Fang Jianhua said.

Experience shop has solved the biggest pain point of this consumer online shopping.

In addition, experiential marketing can better "circle" to customers.

Taking the experiential store in Shanghai as an example, the trial trade reached a conversion rate of 65%, and even in the "double 11" period, the conversion rate was only 6%.

"Online and offline two organic combination, can greatly enhance customer conversion rate."

Fang Jianhua said.

The industry believes that this kind of online shopping and offline experience into one of the experiential shopping, in the electricity supplier shopping mode integrated offline visual, touch and fitting experience links, and in regular shopping increased online payment, express home convenience function, to meet the needs of different groups of consumers.