What Is The Prospect Of The Privately Tailored And Exclusive Middle End Consumer Market?

The evo tailor re examined the core customization elements of a 25-35 year old crowd, and simplified the traditional customization into a standardized system without affecting the appearance and use.

In the early days, the evo tailor was mainly engaged in processing. The expansion of business volume led He Guanbin to find that the outsourcing supply chain was unstable and decided to make his own supply chain.

Through the line of 24 cities, nearly 200 chain stores, online App "easy tailor", the evo tailor was established.

The O2O service is closed loop.

More than 10 years ago, when he was studying in Britain, He Guanbin was thinking about a problem: private customization is a serious polarization, not a high price high end customization, a traditional low-end tailor industry, and why it is only the middle end consumption that is concentrated by the absent people.

What about it?

After doing some market research, He Guanbin found three reasons: 1., high-end customization is often tens of thousands, low-end tailors are difficult to guarantee quality; 2. give people the impression that stereotypes, custom clothing process is complex, professional degree is high; 3., customized production costs are high, waiting time is long.

How can we meet the individual needs of consumers and balance the pain, complexity and time? In 2007, He Guanbin founded a custom website "Evo tailor", and then layout the offline stores, pform the supply chain, create O2O custom platform "easy tailor" App, etc., trying to practice the concept of "standardized small batch customization clothing" and turn it into a normal consumption.

In April 2011, the evo tailor got the first capital financing of IDG million yuan, and completed the 150 million yuan B round of financing 4 years later. It was led by Junlian capital, IDG and investment.

The first problem is suppliers.

The website was originally made by private customization, and from the shirt products, consumers can directly finish their work according to the function modules.

And placing orders, you can also provide designers with on-site service.

He Guanbin is both the founder and CEO, and the only designer.

The hardest part is finding suppliers.

He Guanbin spent nearly half a year in 2007 running around more than 40 manufacturers in Guangzhou. He said, "the factory owner can understand our customization mode, but he doesn't want to spend time upgrading his supply chain."

Later, he went to a retired old tailor in Shanghai, Ma Renhua, who was called the second generation of Chinese clothing man, to persuade the other party to pform the original supply chain of the factory, and undertook the initial order quantity.

He Guanbin said that the factory has produced the top ten shirts in the country, which can guarantee the quality of production.

He Guanbin has done financial, brand and supply chain management, but he has no experience in clothing.

In August 2007, the order was less than 10 orders per month, and it only increased to more than 100 per month at the end of the year, depending on the word of mouth of customers.

"This gives us time to polish products, services and supply chains instead of burning money to pursue growth."

He said.

At present, Evo tailor is changing from a single men's clothing brand to a whole custom company.

In addition to basic shirts, Western-style clothes, formal clothes, casual wear, dress, jeans and leather shoes, it covers hundreds of SKU and adjusts according to season.

Customization standardization

The traditional customization process is divided into four steps, tailoring for consumers, cutting and making patterns according to needs.

At the design level, a professional designer has hundreds of different kinds of collar.

But for consumers, the cumbersome process and the redundant design style are of no practical significance.

To this end, the evo tailor has revisited the core customization element requirements of the 25-35 year old crowd, simplifying the traditional customization into a standardized system without affecting the appearance and use.

They first made subtraction to the customization process, such as reducing the volume from 19 to 10, providing consumers with no more than 5 personalized designs for each link; secondly, changing the volume and design standards, and deciding the customization of fabrics and styles based on the characteristics of the consumers themselves and the wearing scenes.

On the evening of June 20th, Suki, a senior fashion consultant, received a customer at a store in Hua Sui Road, Guangzhou.

She took a few seconds to take a look at the whole body of the user, followed by corresponding recommendations based on the user's physical characteristics.

Various styles and styles of shirts made of various fabrics are displayed in the store for users' reference.

She said that users can choose their favorite buttons, collar and sleeves, and embroider names on their cuffs.

Next is the volume.

After each volume is finished, Suki is recorded on the user file.

These data and personalized needs will enable the background to automatically calculate the user's layout, that is, the clothes matching his shape.

At the same time, the data are synchronized to the supplier. They control the laser through the IT system to complete the tailoring, and complete the sewing with personalized needs.

This process takes 2 hours, and then the fastest 5 days, users can receive goods.

Suki said that the designers of Evo tailor had many years of experience in store management and design, and the newcomers who had just entered the field were able to work well after 170 hours of training.

To ensure product quality, control delivery time and enhance the overall process of service experience, this process allows the evo tailor's return rate to remain between 5 and 8 per thousand.

Trying to pform supply chain

In the early days, the evo tailor was mainly engaged in processing. The expansion of business volume led He Guanbin to find that the outsourcing supply chain was unstable and decided to make his own supply chain.

Its own factory was formally put into operation in February this year.

"Most people who make clothes don't want to go to factories anymore."

He Guanbin explained the reasons for insisting: "first, supply chain resources can not break through the customized technical requirements; secondly, we hope to promote the development of the whole industry and increase the research and development of systems, equipment and production processes."

The pformation of thinking mode and management mode is the first step, so that workers can adapt to different clothes and take time every day.

Secondly, pformation of software and hardware system, including IT system and automation equipment.

Before the eve of the tailor's job, the instructor worked for more than ten hours to cut 20 pieces of clothing, and now each unit can be cut at most 1000 pieces a day.

With the help of this system, the evo tailor is able to achieve 80% of the traditional factory production efficiency and basically keep balance with the cost.

He Guanbin said: "the supply chain takes up the bulk of the whole receiving cycle. After finishing the fabric trimming, the supply chain will have to schedule, then enter the workshop to finish sewing, and finally pack and deliver."

In the future, the target order cycle will be shortened to 3 days, which puts forward higher requirements for the optimization of all aspects of the whole order system.

At present, there are more than two cooperative factories in each category of Evo tailor. The scale of self built factories is 200-300, with an annual output of several hundred thousand sets.

He Guanbin defines it as a R & D center and wants to replicate this pattern to more factories.

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Open up O2O closed loop

Through offline 24 cities and nearly 200 chain stores, online App "easy tailoring", the evo tailor has been able to set up a customized O2O service closed loop.

In the early days of the company's establishment, due to the reduced inventory cost of customized properties, the first line stores quickly reached breakeven.

After that, the evo tailors opened their stores to major cities throughout the country, mostly downtown streets, and more than 60 new homes in 2012.

Liu Yuanyuan, director of operation of Evo tailor, revealed that every year, the average sales volume of each shop under the line is nearly 3 million yuan, and the gross profit of each category is 15%-80%.

It is learned that the average store price of the next store in Hua Sui Road, Tianhe District, Guangzhou is 3000 yuan during the summer off-season, and the average daily turnover is about 4.

In August 8, 2015, the evo tailor went on line with C oriented App "easy tailoring". On the one hand, it opened up online and offline members and style data, and provided personalized value-added services such as costumes collocation, modification and so on.

On the other hand, we need to revitalize the original 5-7 designers' idle resources, expand the service coverage area and improve the efficiency.

In the promotion, He Guanbin is trying to catch the company group through the group buying mode, and also initiates products and stores in the Jingdong, vip.com and other platforms.

Like the pformation of supply chain, this became the focus of development after its 150 million B round of financing in 2015.

According to the data provided, in the past three months, the number of newly registered App users is nearly 100 thousand, the average daily orders on the line are nearly 100, and the summer passenger price is about 600 yuan, reaching 3000 yuan in autumn and winter.

In He Guanbin's planning, the accumulation of user data at C end also lays the foundation for the docking system with other platforms to provide customized services for B side.

The number of competitors is increasing.

"E clothing private" invited professional fashion designers, "cloud clothing customization" to focus on creating a comprehensive platform for clothing customization.

With the rise of the customized market, He Guanbin is gradually expanding its overseas market and making global arrangements ahead of time.

A IDG investor familiar with the field said that clothing customization is in line with the trend of garment personalization, and that it can guarantee sufficient cash flow after receiving money first, so it is more optimistic.

As far as the current development is concerned, the biggest bottleneck in the industry comes from the flexible manufacturing supply chain. For start-up companies, the scale advantage is increasingly obvious, but the quality of products, IT data and user management need to be continuously improved.