Internet + Custom Spoiler Changsha Custom Market

Private high-end customization of big cities in the past

And began to enter Changsha to compete for the market.

April 13th, clothing custom O2O electric clothing people formally entered Changsha.

It is the most popular O2O business mode nowadays to adopt the non store network sales mode, which is made by dress consultant, door-to-door volume + industrial 4 factory.

And Hunan's local commercial gangster friend also launched the international brand after two days.

Private custom service for goods such as leather bags.

In the past two years, small and high-end private custom brands have tested the water market in Changsha. The exquisite design and workmanship and the sense of honor in consumption have also become their selling points.

However, as a product of demand differentiation, how to find a balance between cost and price and expand the market wider is still a topic to be explored.

Change Internet + custom spoiler Changsha custom Market

Internet O2O private clothing customization, its characteristics are that there are no physical stores, consumers do not leave home, from the order to the sample and finally get the finished clothes through the Internet and the company provides on-site service.

At present, Yi Bang people have opened up the market in Hangzhou, Shanghai, Beijing, Shenzhen and other first tier cities respectively. The on-line 6 months to achieve more than 2 orders also illustrate the recognition of consumers in the first tier cities to the O2O private customization mode.

From coast to central China market, Changsha is the first stop.

"The entertainment industry in Changsha is especially developed, and consumers are pursuing fashion in a faster pace," he said.

What's interesting is that, apart from the Internet start-ups, which have been launched by a number of Post-80's "partners", Hunan's local commercial gangster friend also signed a strategic cooperation agreement with Italy's top handmade brand Fabio Anibaldi and Atelier Guarotti in two days. It will provide private consumers with customized services such as leather shoes and leather bags. This is also the first time that nearly 100 years of hand-made custom brands have entered the Chinese market.

"The introduction of high-end private custom brand to meet the ultimate pursuit of consumers' quality of life is a different technology and fashion for domestic consumers."

Hu Zijing, chairman of Youya shares, said that the newly introduced Italy custom brand will be carried out through the online + offline experience and the online direct mail delivery mode. The first experience shop will be located in Yuanjialing friendship store.

Some clothing men's clothing brands also seem to take a fancy to the wide market of private custom.

Domestic well-known men's clothing brand news birds began to open up the whole channel of O2O for electricity providers a year ago, focusing on promoting the whole category of C2B private custom business and made good progress.

The brand official said that 1000 smart tailoring business platforms will be developed in the future.

Reporters noted that the test of water customization has become the industry consensus of men's wear brands, not only the wedding birds, but also the clothing brands such as Ya Ge, Shan Shan and seven wolves.

Students, entrepreneurs and business people love customization.

Private customization, a mysterious and high-end word in the past, is now moving towards the civilian market along with the development of society and the rising economic strength of consumers. What consumers are fond of private customization? A poll conducted by Hua Sheng online on the issue of customized clothing shows that about 15% of the netizens who participated in the poll said they had bought custom clothes or independent designer clothing.

Tang Jia, designer brand Annakiki brand promotion related staff, said the audience of the brand is mainly public figures such as the host.

According to the press survey, some advertising media and store executives are also loyal fans of the brand.

Information from the Changsha friendship store shows that the Changsha industry elite is the main body of customizing the customers, including private owners, the financial industry, and the relatively high income groups from the media industry.

However, it is said that high-end business people are the main source of brand private customization.

"In the past, private custom-made regulars were high-end business people, and now, for some important occasions such as weddings, more and more consumers will choose to customize, which is a growing phenomenon of private custom groups."

A star city private custom industry industry insiders said that at present, the main custom products in Changsha are concentrated in men's shirts, men's suits and other categories.

A person in charge of a wedding company in Changsha said that more and more groom will choose to customize a suit for their customers. The price will vary from thousands to tens of thousands of yuan according to their own economic strength. "Although the grades are different, the choice of customized suits instead of shopping in the mall will become a trend and trend."

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Bottleneck service quality and cost performance still restrict market development.

In a clothing custom shop named "Western-style clothes" on Furong Road, the price of Western clothing is mainly affected by different clothing materials, and the customization price ranges from 3880 yuan to 10000 yuan. Some of the main brands of the same line of fabric and returnees in the international line are priced up to tens of thousands of yuan.

On the yibong platform, men's custom shirts range from 398 yuan to 1280 yuan depending on the price range of fabrics, while men's suits are between 2480 yuan and 10980 yuan.

"Private Custom Stores mostly take the star route, invite some stars and high-end business people to endorse the brand, while the international first-line brands such as Gucci, Louis Vuitton, CANALI, Ermenegildo Zegna and so on are going to store stores according to the cycle to provide customized services for the brand VIP or customers in need."

A high-end shopping mall responsible person said that private customization in addition to the current popular clothing customization, but also provide a simple customization, such as the name on the bag, or according to the size of the foot of the guests to customize the shoes, these custom-made tend to target high-end consumers, the price is certainly not cheap, the most expensive price has reached nearly 400 thousand yuan.

He believes that the relatively affordable Internet brand will enter the Changsha market, which will have a positive impact on expanding private customized consumer groups and upgrading the services of the industry.

"Consumers of traditional clothing stores have 28 distinct laws, that is, 80% of the products belong to only 20% of the high income group."

Fang Qin believes that about seven or eight of the traditional clothing fixed store consumption is allocated to the middle link and store rentals, which makes the high-end customization and high price equate. The consumption upgrade brought by Internet + makes the once luxury become a rigid demand, and consumers' demands for service quality begin to awaken, and the high performance price ratio has become a prominent feature of the Internet + era advanced customization.

The direction of light customization or mainstream will welcome the shuffle period.

In luxury counters, luxury brands are provided. Counters will provide name and other services. On clothing, some businesses also provide services for customizing customer names on the collar or cuffs of shirts.

This is to provide customers with "customized" and "unique" respecting as much as possible under the premise of mass production of main commodities.

It is noteworthy that although the Internet clothing custom brand entering the Changsha market is something new, there are already many platforms in the whole country that are engaged in the customization of Internet garments.

On these O2O private customizing platforms, the styles are basically fixed, and there will be a certain degree of fine-tuning according to the customers' shape. Although they are different from the one to one design of high-end brands, such "light customization" will have broader market in terms of cost performance.

An old tailor said that in the past, clothes were all made by pulling cloth. Although there are many brands of clothes to choose from in the shopping mall, some thin or fat consumers are still worried that they can not buy the right clothes. The styles are generally fixed, and then the plate making according to the guests' stature can not only improve the production efficiency, but also meet the needs of the market.

"It's a bit like the function of the tailor in the past, but it's just made by machine."

He sighed.

Reporters learned that, at present, the Internet O2O private custom platform has passed the traditional private custom tailored version of the sewing version. Instead, the automatic production and reproduction of the intelligent production system is greatly enhanced when the corresponding body index of the customer is input. The working efficiency is greatly enhanced, and the printing time can be only 1 seconds.

"At the beginning, when making Internet apparel customization, many people say that the market capacity is small and the incubation period is long, so it is not optimistic, but with the emergence of more and more industry competitors, at least it shows that the market has begun to be concerned. From the perspective of promoting the upgrading of factory industry in reverse direction, it is also an ordinary consumer's pursuit of better quality of life in order to promote the continuous evolution and upgrading of process and business means."

Fang Qin believes that next, the Internet apparel industry will usher in a round of shuffling period, "if practitioners can not really put the needs of consumers and the development of their own brand profits to integrate well, and all Internet projects, after a surge, will face is abandoned by the market."

For the future development prospects of private customization, Hu Zijing, chairman of the company, also expressed optimistic expectations. He laughs, "just as every girl wants to have a unique bag, no matter whether shoes or clothes have a certain uniqueness, it will better meet consumer demand."