Will Internet + Customization Be The Next Explosive Spot In The Clothing Industry?

Shanghai CHIC2016 shows China Clothing industry The latest draught is Internet plus , e-commerce, originality, O2O, customization, Children's wear Will SHOWRROM become the next outlet for China's clothing industry? Will Internet + customization be the next breakthrough point in the clothing industry? The market is the best evidence. When we see the outbreak of the Internet custom brand of Evo and yipang people, the high-end traditional custom brand Hongdu, Long Xingxiang, Heng Long and so on are sticking to their ingenuity. Men's clothing has been making the market share through mergers, acquisitions, cooperation, mergers and acquisitions.

　　 Consumer sovereignty reversal, diversification of demand

Consumers' demand for clothing differentiation and individuation is getting larger and larger. More and more consumers want to buy clothes that are different from others, and pursue the uniqueness of clothing and the personalization of clothing. Garment customization can meet the individual needs of consumers. Modern people hope to acquire more personalized experience and enjoy unique services in the process of purchase. The Internet era has changed the habits of consumers, and has changed the role of consumers and enterprises, making the two roles interchangeable. Links to the essence of the Internet will link consumers, products and enterprises. Consumers can obtain product information and compare them through the Internet or mobile Internet anytime, anywhere. They can also conduct product evaluation, recommendation and sharing through social networks. The Internet has given consumers unprecedented power to speak and strength. The right to speak between enterprises and consumers has reversed, and the era of consumer sovereignty has arrived. "User supremacy" has become the iron rule of the Internet age, as shown in Figure 1.

Fig. 1 roles of enterprises and consumers in the Internet Era

　　 Supply side structural reform, the spring of garment customization industry

Facing the escalation of consumption change and the constant impact of Internet thinking, the traditional clothing industry's production, brand operation and business mode reconstruction have become a hot issue in the apparel industry. In the context of the state's advocacy of supply side structural reform, how can the apparel industry achieve capacity production, inventory, leverage, reduce costs and make up short boards in the context of Internet plus subversion of traditional industries? Strengthen quality supply from the production field, reduce inefficient supply and expand effective supply. In March 5, 2016, on the government's work report of the four session of the Twelfth National People's Congress, Premier Li Keqiang talked about the key points of his work: "we should encourage enterprises to develop, customize, flexibly produce, cultivate the spirit of craftsmen, and increase variety, quality and brand." The most important concern of this conference was the craftsman spirit, which appeared in the government work report for the first time.

Fig. 2 craftsman spirit

　 Traditional high customization, the embodiment of craftsman spirit

Compared with the Internet plus customization, the traditional advanced customization is characterized by individual volume, one person, one edition, more than two samples, more than 60% manual crafts, limited edition fabrics, more than two weeks of construction period, high comfort and high price. Typical traditional high level customization representatives are Long Qingxiang, Hong Du, Yongzheng, genuine clothing, Heng Long and so on (Figs 2). But the biggest problem of traditional advanced customization is that it can not break through the pain points of the volume. The traditional advanced customization is tailored to the customers. Although all kinds of 3D devices and magic buses are expected to replace the traditional volume division, they are unable to solve the problem of lack of quantity. This is also the main reason why the advanced customization can not expand the market on a large scale.

Figure 3 custom development process

　　 Internet + customization, clothing custom industry outlet

With the Internet + cross links in various industries, the scope effect of the long tail theory highlights, the constraints of traditional advanced customization have been generalized, and Internet + customization has begun to take advantage of the situation (as shown in Figure 3). The main features of Internet + customization are between the traditional advanced customization and garment, and the operation of the concept of advanced customization is adopted. The volume effect is solved by means of various softwares, door-to-door services, online and offline, and so on. The scale effect of the traditional advanced customization can not be solved. In the production engineering, it mainly makes use of the ready-made version and the specification data, which not only meets the requirements of the customers' personalization and comfort, but also realizes the mass production of Internet + customization, and has a strong competitiveness in terms of price than the traditional advanced customization. This is also the main reason for the Internet + customization becoming the clothing outlet. Internet plus customization also has Internet customization platform such as Evo, Yi bang, Ya Ke, cool te, di Kai and 7D. With the good market prospects, some custom customization platforms are also being developed. If necessary, the whole custom market pattern will compete with each other (as shown in Figure 4).

Figure 4 custom market structure

　　 Investment suggestions for garment customization industry

With the increasing attention paid to "craftsman spirit, individualized demand and high quality", the future development of garment customization will be more and more extensive. Through the analysis of various categories of China's garment customization industry, suggestions are made for the investment of garment customization industry.

High customization threshold: Hongdu, Long Qingxiang, Yongzheng, Heng Long, Ya Chu. If a garment company has a craftsman or a craftsman, then it is easier to transform traditional high customization. If there is no quantity teacher, there is still a very high threshold for advanced customization. The craftsmanship spirit will be embodied in the high level entry, and no one can turn into a high-end customization company. The traditional Fenghua, Ningbo, is the birthplace of Hong Bang tailors, and has gathered a large number of red gang mentors. Some enterprises are more suitable for the transformation of traditional high customization. The typical representative of the success is the elegant Chu. Currently, they are running the independent advanced customization brand NIKKY for the European and American markets. While Hangzhou Heng Long sticks to the local battlefield, chooses the form of brand alliance strategic cooperation (Fig. 5).

Fig. 5 the brand relationship of Heng lung

Internet + customization threshold: Evo, Yi bang, di Kai and Ya Chu. With the shrinking of traditional clothing industry and the appearance of shop closes, Internet customization has been touted by the capital market. If IT enterprise transformation, then more suitable for network clothing customization. At present, many IT enterprises enter the clothing industry. The clothing companies are actually IT companies. Clothing is only a carrier of sales. The core competitiveness of the real company is based on the Internet customization platform. These enterprises have grown up with the development of the Internet. Based on the long tail theory, the scope effect of the Internet under the market, most companies are innovative and entrepreneurial enterprises, and the company is generally a partner mode of cooperation, holding a total stake in the world. The early online shopping pioneer PPG, the half dead VANCL, the big red coat people, the network customization leader Evo, the rising star emperor Kai and so on all take IT as the breakthrough point, the grafting custom custom successfully transforms, the graph 6 is the online operation mode of the evo online.

Figure 6 online operation mode of Evo Online

Menswear brand transformation Customization: Victor, card slave Road, seven wolves, kdun ton, gifted scholar. According to the research report, seven wolves, in order to deal with Guan Dian Chao, joined hands with suning.com in November 2015 to release the ultimate shirt of wolf totem, and began to explore the customized clothing market. Through the introduction of senior custom services to politicians, celebrities, private enterprises and VIP customers, the company also provides personalized customization for customers and group buying services for enterprises or units. This kind of customized service is more common in China's high-end business men's clothing VICUTU, CANUDILO, BOSSsunwen, Kaldatin, LAMPO and other domestic business casual brands. They use Zegna, Cerrtui1881, Vitala, Dormel and other well-known custom fabric brands for high-end customization to meet the needs of some customers because of their shape and preferences. But there is a certain risk and threshold for extending the field of advanced customization (Figure 7).

Figure 7 analysis of garment brand extension customization "pain spot"

The business transformation of tailor made enterprises: George Bai, YOUNGOR, Luo Meng, San Keno and Bao bird. In November 2015, Shenzhen small and medium board listed company George White pioneered the "WeChat custom shirts" system. Prior to that, the company signed a cooperation agreement with the British high-end custom brand Chester Barre brand, hoping to learn from and absorb the excellent design and operation experience of the brand, so that the scale of Georges white private custom business will be greatly improved. For many professional clothing companies, on the basis of the original production technology, they hope to expand the market share with the help of the Internet, purchase the agent's international customized brand through mergers, and enhance the original customized brand image.

Transformation and customization of export oriented clothing enterprises: red collar, Dayang creation and Ya Pang Langdi. Instead of making full use of the existing men's R & D technology and production advantages, we can successfully shift from the international market to the domestic market. In particular, with the help of Internet + 3D technology, intelligent manufacturing, business model innovation and artisan spirit upgrading, the red collar has explored a C2B customization mode for the Chinese garment industry to achieve the supply side reform. The red collar is realized through the magic factory. Not only by consolidating the European and American single cut business, Da Yang creates the YOUSOKU pure online sales brand, adopts the online sales mode of O2O, and through Da Tong's stake in Da Yang creation, 200 million yuan shares the world's largest online customization platform INDICHINO, integrates the global custom market, realizes the two legs to walk (as shown in Figure 8).

Figure 8 &YOUSOKU business model

Custom-made by the designer / Stylist: Rose House, deep white, blue jade, Gefen, Laurence Xu. If it is a designer led entrepreneurial enterprise and provides customers with a private wardrobe image matching, then the design customization is a trend that coincides with the current consumption demand. 一種是設計師給一些名人進行高級定制，特別是影星、明星、主持人、網紅、政府官員等，通過高級定制主業，帶動配飾等的相關性消費，比較成功是玫瑰坊;第二種是不進行服裝設計，而是通過整合資源，有效發揮搭配的功能，將其充分運用，典型的代表是陳曦領導下的垂衣，垂衣將目標對準了一群中產階級男性，他們希望穿的更好，但通常沒時間和耐心親自挑選、比價，或者對自己適合什么樣的風格的衣服摸不著頭腦(也就是俗稱的“直男”)，垂衣通過理型師和用戶數據分析幫他們買衣服，為用戶挑選一盒服飾垂衣盒子成為服裝銷售的一個端口;第三種，設計師主導的定制平臺，如MADE IN ID以海外留學設計師的原創設計師作品作為切入點進行銷售定制的平臺。