From Factory To Customize Platform'S Red Collar Mode

With the continuous development of the garment industry, in the red collar, the initial factory mass production mode has begun to gradually shift to the customization mode. From now on, all factories will introduce new technologies to adapt to the development of the industry.

One line usually does not produce two different products.

But in Red collar An assembly line does not produce two identical clothes. When a German visited the clothing custom factory, he pointed out that hundreds of cats around him sighed, "in red collar, even cats have personalized thinking."

Every day, 2000 completely different custom garments are processed in the red collar factory. But the "mass production" and "customization" were originally incompatible, but after more than ten years of exploration, the red collar finally took the lead in realizing the "mass customization" in the industry. During this period, numerous data models have been overturned and factories have been constantly adapted to new technologies.

The transformation of technology brings about the transformation of business mode.

In March 2009, Zhang Yunlan took the bar of his father Zhang, and explored a new business ecosystem of C2M.

　　 Build the ecological closed loop of "Internet + industry"

The meaning of C2M's business ecosystem is Zhang Yun Lan's explanation, that is, the consumer puts forward the personalized clothing demand at the terminal, crosses the traditional intermediate channel, directly butt the factory (namely M), the factory completes the clothing customization quickly.

It sounds simple, but in fact, exploring this business mode has also gone through a long process.

Until 2009, red collar is still exploring personalized customized intelligent and flexible manufacturing lines.

In 2013, the company organized a strategic positioning discussion. Some people think that red collar should focus on clothing customization, selling a garment to earn money for a garment. However, some people believe that red collar should be a technology company to provide solutions for traditional enterprises and make transformation fees.

Which way can we get through and go well? Finally, Zhang Yun LAN Led the team to put forward the "Internet + industry" positioning.

In her opinion, if we only focus on the customization of western style clothes, we will not be able to meet the needs of consumers in other categories. But if the factory is rebuilt, there will be no order, and the factory will not survive. Therefore, in the current most fashionable terms, Zhang Yun LAN hopes to create a closed loop of "ecology", not only to achieve customized customization of red collar, but also to help other factories to transform, so that they can make personalized products with industrialized means and efficiency, thus providing consumers with richer product experience.

After deciding this strategic thinking, red collar developed it into a product called SDE (source point data engineering), providing the "Internet + industry" solution for the traditional manufacturing enterprises to help them to flexibly and customize the transformation.

At the same time, the red collar builds a direct selling platform on the C side, which enables consumers to directly connect with factories. The more the number of transformed factories is, the more consumers can meet the diversified needs. The more orders, the more effective the factory will be and continue to make profits.

Instead of being a traditional clothing company, Zhang Yun LAN saw further: "red collar should be a platform enterprise similar to Tmall and Jingdong, making personalized customization."

　　 Advantages: low cost + high user stickiness

What are the advantages of the "cool smart C2M" platform created by the red collar company compared to the traditional garment manufacturers?

The biggest advantage is low cost. The custom of traditional suits is usually around ten thousand yuan. But in a red collar, the average consumer can only have a customized suit for about 3000 yuan. Since it is personalized demand, why can the cost be reduced to such a low level?

Zhang Yunlan made an account of "Chinese and foreign management".

First of all, the biggest reason is that there is no stock. Traditional clothing industry can not escape high inventory, most of the funds will be on the stock. Every garment on the red collar has been sold, and the problem of cash flow is solved by "first payment and reproduction". At the same time, the advantage of C2M mode is to directly connect consumers and factories, and avoid the increase of traditional channels. Secondly, the cost of producing customized clothing with industrial efficiency and means is only 10% higher than that of traditional mode.

The second advantage is that customized customers are highly viscous. A 21 year old German guy who made personalized customization through a red collar platform became the first of its kind in a year. The young man followed the red collar for many years, during which several economic crises happened in the international market, but his customers hardly lost. His case was even written into the Cambridge business school. In the market, neither the buyer system nor the designer mode can achieve real mass customization.

In the serious homogenization of the clothing industry today, red collar has found a scenic path.

　　 Let users become designers

With the deepening of transformation, in August 2015, cool smart launched a strategic product representing the direct selling platform of C2M, the magic factory App.

Open this App and choose clothes that you want to customize, such as suits and shirts. A 3D's clothing model is just around the corner. Users can choose buttons, fabrics, chest bags, barges and other materials in turn. In this process, we can observe the color, material and other details carefully.

If you want to design a unique suit for a special person, then a "exclusive brand" that belongs only to the owner of clothing can also be realized, for example, someone once embroidered the text on his clothes: he wanted to be a dinner with Buffett. At the same time, in the entire design process, you can invite friends to screen design.

After the design is completed, you can make an appointment. The mobile phone is automatically positioned to help users find the nearby volume division and make an appointment for on-site service. According to Zhang Yunlan, in the near future, users do not need to contact the volume division, and can transmit the data of the body through the way of 3D.

All the clothes sold by the magic factory have no standard LOGO. In Zhang Yun Lan's view, consumers are not loyal, they only have loyalty to their tastes and needs. So in the red collar, all LOGO is designed by consumers themselves. In her view, the core of customization is to let consumers experience the joy of "creation", so that everyone can become a designer.

　　 "Source point theory" transformation, saving 20% management cost

Behind the transformation of business mode, organizational management is bound to change.

Usually, it takes six months for a traditional garment manufacturer to draft from the design to the mass production of garments. At the same time, the traditional management method is mainly based on the company's profit Department KPI assessment, rather than the user's needs. But with the coming of the consumer sovereignty era, only the response to consumer demand is fast enough, enterprises can be in a favorable position in the fierce competition. The original organizational structure and culture are no longer suitable.

How to break the curse of department KPI? Under the guidance of Zhang Yun LAN, a series of departmental and departmental reforms began to be launched vigorously in the interior.

Zhang Yunlan invented a set of thought theory of "source point theory". First of all, from the strategic point of view, establish the future development trend of enterprises. "This approach looks very common, but we have done 100 enterprises' research and found that few enterprises know what they will become in the future. This is a terrible thing." She said. Secondly, from the tactical level, each employee voluntarily revolves around the needs of the consumer.

In the course of the specific reform, more than 30 departments and teams were scattered, and the staff came out from various departments and became nodes in the process. The original assessment of departmental leadership was implemented to every employee, and the staff was changed from internal KPI drive to external user driven.

Meanwhile, 80% of the middle level leaders disappeared. In the red collar, the responsibility of the manager is no longer the examination and approval, but the "exception management", that is, playing the role of firemen, and also responsible for regulating the process.

The process control center is the core of the whole group. Its main responsibility is to identify problems, mobilize resources and streamline the solutions. When emergency occurs, the process control center initiates major professionals to discuss the event, find the best solution, and eventually form the standard process to solidify.

After the implementation of the reform, the management cost of red collar decreased by 20%.

In the future, users can customize shoes on the platform of cool smart C2M. Luggage and bags And other products. The influence of this mode is not only limited to traditional clothing industry, but also a new paradigm of deep integration of Internet and industry.