Men'S Clothing, Such As Qipai, Wang, Wang, Etc., Reshaped The Traditional Custom.

The upgrading of consumption has led to diversified, personalized and experiential demand, and has gradually become a necessity.

The mainstream of industry development.

At present, China's traditional clothing industry has basically reached the "ceiling", many local clothing.

We have set eyes on customized businesses with high profits and zero inventories. We hope to be able to snatch this big cake which is estimated by the industry to have hundreds of billions of markets.

However, the problems of traditional clothing customization data collection and pformation, such as pain points, high cost of volume division, and difficulty in scale customization, make many enterprises prohibit customization.

It is gratifying that it includes

The enterprises such as the king of nine herd began to turn from traditional customization to intelligent customization with the help of big data.

Industry analysts believe that this move will solve the pain points of traditional customization, so that customization can truly scale.

Reshaping traditional customization

On line intelligent customization system

A few days ago, the 2017 spring and summer ordering of seven cards was held in the personal display area. The 3D intelligent anthropometry and 3D smart fitting system attracted many guests' attention.

Consumers only need to stand in front of the measuring instrument, and the data of every part of the body can be collected instantaneously.

Subsequently, consumers can easily operate on the iPad, freely choose styles, colors, fabrics and other data, and freely match them, so that they can intuitively appreciate the wearing effect of their customized garments.

"This process is based on the 3D intelligent fitting system, 3D scanning and MTM system. The seamless connection between the three intelligent systems has opened up the customized ecological chain, so that we can customize big data."

Dai Yingjie, director of the custom business division of Fujian Qipai Group Co., Ltd., told reporters that the clothing custom shop under the Qipai line is also being upgraded to the "smart custom experience shop". The store has implanted the human body 3D scanning experience scene. Users can only spend more than 10 seconds in the shop to collect the personal shape data. After that, more time and energy can be spent on the communication confirmation of the styles, details and clothing preferences, so as to meet the customized needs.

Not only offline terminals can enjoy customized services, but consumers can also experience personal customization online.

The activities of Tmall and Jingdong on the "graduation season of famous teachers" were launched.

According to the photos taken by consumers in their most satisfied clothes, and the height and weight provided by them, the team of professional teachers of the nine Mu Wang can guess its size range, so as to develop a version suitable for consumers.

Consumers can also understand and track the status of orders in real time through micro signals.

Zhang Tielong, general manager of the electronic business division of nine Mu Wang, said, "if the final consumer is not satisfied with the size of the product, they can send the product back.

We will provide services until customers are satisfied. "

At present, nine of the C2B master's exclusive business, 80% of orders are from online ordering.

From design to production to retail, technological means play a role of wisdom.

Compared with the past consumers' choice of finished fabrics and versions, they can only imagine clothes effect or wait for samples. Today's 3D system enables consumers to feel the "WYSIWYG" effectively.

Zhang Tielong told reporters that in the past, consumers could only play the matching of imaginary accessories, which led many consumers to feel risky and not to place orders.

The 3D system not only eliminates the worries of consumers, but also solves the pain points of high proofing cost in the past.

As Zhang Tielong said, the traditional fashion customization mode makes the customization of clothing encounter a stumbling block.

The biggest difficulty of traditional garment customization is the collection and conversion of shape data.

Manual volume measurement efficiency is low and error is large. In the early stage, it is necessary to invest a lot of money in the training of mature volume teachers, and the traditional custom cycle is long.

Dai Yingjie disclosed that in the past, clothing customization, from shop to volume division, edition division, independent plate making, production and production, fitting and clothing, required a longer process. Mature technicians could only make 8 sets of customized services per day, plus the lack of technicians, and the development of customized business was hindered.

The emergence of intelligent technology, on the one hand, reduces the distortion of multi-layer pmission of information. On the other hand, it also greatly improves the efficiency cost of traditional customization, pforming the original body data into seven card flexible customization technology data requirements, bringing an efficient and fast tailored service experience.

Personal consumption is coming.

Nuggets 100 billion breaking industry ceilings

"Mass production and standardized production in the industrial age have made consumption lose individuality.

With the rapid development of "Internet +" and 3D technology, customization will be the future direction of the garment manufacturing industry.

Marketing expert Xu Hanqiang pointed out that most of China's clothing products are homogenized, and innovation and design are seriously inadequate, leading to the weakness of new product sales.

Brand clothing enterprises have long relied on intermediate agents and channel links, leading enterprises to not be able to establish docking with their consumers for the first time. They can not quickly and accurately understand and collect feedback information from consumers to their products for the first time.

Coupled with the impact of the electricity supplier on the garment industry in recent years, the intermediate links of the industrial chain have been optimized, and the consumption habits of the apparel industry have also been changed, prompting the pformation and upgrading of the "Internet +" in the traditional garment industry.

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As a matter of fact, the traditional Chinese clothing industry has basically reached the "ceiling". When the continuous "closing shop tide" and negative growth are becoming a big trouble for the clothing retailing industry, the "new ceiling" of the Internet + China garment industry is reshaping. The relationship between the consumers, producers and the market in the industrial chain is being reconstructed, and the dominant characteristics of consumers are becoming more and more clear.

Consumers' demand for clothing fabrics, styles, personalization and wear is constantly improving, making private customization a new fashion and lifestyle.

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

In July 12th, the Hongkong TDC issued the general situation of China's clothing market, which indicated that the menswear consumption market is in a growth stage. In 2015, the retail sales volume of China's men's wear market exceeded 630 billion yuan, and the annual growth rate of domestic Mens retail market was estimated to be about 11.8% in the next 2015-2020 years.

The consumption capacity of Chinese male consumers continues to escalate, and the demand for clothing has gradually left the stage of warmth and grace. In turn, the demand for specific functions is getting higher and higher. If the clothing brands can meet the needs of different environments and occasions, the demand for high-end men's clothing will continue to increase.

According to market research, China has become the main selling market of international high-end men's wear brands.

Admittedly, the traditional textile and garment industry has also been improving its quality while expanding its scale. In particular, with the rising cost of raw materials and labor and the booming electricity supplier, the traditional textile and garment industry is striving to achieve self breakthrough and embark on a completely new road of development.

From industrial production to advanced customization, from simple foundry production to fashion design, from selling products to selling culture, that is to say, from manufacturing to creating a comprehensive pformation.

Customization business is becoming a complement to the marketing mode of franchised stores. In recent years, brand enterprises including seven wolves, nine herdmen, Qipai and emperor card have gathered forces to attack their customized market.

According to statistics, there are about 90 million people in China's clothing customization group. If the ideal population and per capita consumption are 5000 yuan, the total market capacity can reach 450 billion yuan.

On the one hand, the development of the original garment industry is facing bottlenecks. On the other hand, it is the development of a huge customized business. Clothing companies have been using the trump card to catch the gold rush.

Enterprises are well versed in the way of market contingency.

As consumers continue to mature, Xiong Qibin, manager of OTO Promotion Department of Limited by Share Ltd, believes that there are three stages of clothing consumption. The first stage is functional consumption, such as low price and warm clothing. The second stage is fashion consumption, which is popular in the market and consumers follow suit. The third stage is personalized consumption, and consumers want to find a real clothes of their own.

After the rough development period of the brand, now the era of consumer sovereignty has entered, the garment industry has come to the stage of customization.

Xu Hanqiang pointed out that the value creation mode of traditional clothing enterprises is losing its effectiveness due to the isolation of customers, and the participation of customers in the creation of clothing value chain is the main competition mode of garment customization nowadays. It is also an important measure to enable customers to experience in depth, improve customer satisfaction and improve sales volume.

Consumers are only loyal to their needs.

The individuality of clothing is reflected in the whole process from product design to production.

A button, a silk thread, and a self-designed LOGO suit. Each detail's creativity makes the emotional connection between the enterprise and consumers more closely.

Zhang Tielong told reporters that once the consumer experiences the customized products, the brand loyalty is very high.

Because customization allows consumers to avoid embarrassment of crash, allowing consumers to experience the pleasure of "creation", people can enjoy personalized high-end services.

Extended use of big data

Build brand own ecosystem

From the traditional comprehensive upgrading, the smart customization of seven cards will be extended more widely based on user profile data.

Dai Yingjie revealed that after the first experience of smart cards and customized services, the seven card database will store user profile data, and users will realize intelligent recommendation or one click purchase and other personalized services when they customize or buy seven different categories of merchandise.

At the same time, Qipai will also take the offline experience as an entry, and link the online mobile terminal to create a small ecosystem, forming a seven card own ecosystem.

"In the era of" Internet + ", we should establish a close relationship between brands and fans, fans and fans, so as to promote the innovation of business mode and communication mode and realize the pformation and upgrading of traditional garment enterprises.

Hong Zhaoshe, chairman of Qipai group, said that Qipai should build an intelligent fashion industry chain and build a new smart fashion ecosystem.

For the king of nine, the great data accumulated by the C2B master's orders are also useful.

Zhang Tielong told reporters that nine Mu Wang set up an independent signboard "JOEONE|Great Master" for the C2B master's exclusive establishment, set up a special planning team, and independently purchased surface accessories. Besides the personal order of hundreds of millions of market share, the aim was to take it as a new strategic business of the group.

User needs, user experience and feedback will help the group understand the needs and enhance the overall brand influence.

"Customer experience management, customer management is our top priority, and is the key element to enhance the competitiveness of enterprises."

Even if the enterprises are very optimistic about the customized market, they also place many long-term plans for the layout of the market.

However, insiders pointed out that although the number of brands providing customized business in China is increasing, compared with foreign clothing brands, the strength is still insufficient.

The pformation of customization is not only the pformation of production system, but also the pformation from front-end operation mode to company management, organization structure and production system.

Due to the fact that the domestic clothing advanced customization market is still in the initial stage of development, the shortage of talents is prominent, leading to the imperfect industrial chain. There are such problems as poor consumption experience, incomplete realization of the individual needs of consumers, and the lack of conceptual design.

In addition, the rapid response of the supply chain also tests the clothing brand.

Before the customized consumer group is not fully matured, the price is moderate and the cycle is short. The customized brand can meet the consumer's experience needs. If the size of the order reaches a certain volume, it will face the test of the supply chain.

"At that time, who will trade faster, and who will have more competitive advantage."

Zhang Tielong said frankly, at present, the king of nine herd is also trying to use big data to open up the communication distance between the shop and the factory, and shorten the time of information feedback.

Reporter's notes

Preemptive customization requires three "strength".

In pursuit of individuality and taste, "private customization" has become a hot word in the fashion industry.

There is a lot of fire in the market of personal customization. If the local clothing giants such as nine herdmen and Qipai can't afford to look at each other, they will not be able to take a look at it. Then the major clothing brands such as wedding birds, Georges white, YOUNGOR and so on have been using the trump card to attract the attention of industry experts.

As the saying goes, there is no diamond without porcelain.

To seize the customized market, enterprises need to have their own bottom line.

Although customization is a trend, customization business faces many challenges at present.

Market cultivation is one of the links. Personalized customization has to go through a process of consumer education and guidance to become a universal consumption mode.

In addition, the strength of the enterprise determines to some extent how far it can go in the "rivers and lakes".

The garment customization market is not only the pformation of production system, but also the overall pformation from front-end operation mode to company management, organization structure and production system.

Private custom belongs to the Pyramid spire in the field of clothing. Therefore, good quality is the absolute principle.

Popularly speaking, whether consumers can be attracted to enter a shop and feel private customization depends on brand power; whether consumers can enter orders after they enter the store, it is the experience power; after completing a consumption, whether consumers can develop custom habits lies in the service power.

When more and more enterprises aim at the same piece of cake, when competitors are all brands that have been working in the garment industry for many years, the key to the new round of competition is how the clothing brand's original advantages are further discovered and highlighted.

It is foreseeable that enterprises with strong comprehensive strength can be proud and proud.

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Outside the box

Private birds make love

As the industry earlier entered the custom market menswear brand, the private bird business scale has reached 15% of the group business, and the target is 50%.

Private volume customization is of great significance in the strategic planning of wedding birds.

This is evident both in the 2015 annual report of the wedding bird and the record of investor relations activities recently disclosed.

In July 26th, the news birds released a chart of investor relations activities.

The activity records show that terminal retailing is still not ideal for the first to second quarter due to the overall weakness of terminal retail.

Under the severe terminal retail situation, the newspaper bird will focus on promoting the whole category and private custom business, promoting the brand management efficiency by intelligentize, hoping to achieve the goal of setting sales, high profit, no inventory, and less capital occupancy. In the 2015 annual report of the newspaper, the company expressed that to meet the increasingly fashionable and personalized clothing needs of consumers and the trend of the Internet in the garment industry, the company actively promoted the C2B full category and private custom business.

In fact, in the first half of 2015, the news birds reported that the company's revenue was 1 billion 4 million yuan, an increase of 0.56% over the same period last year, and net profit attributable to the owners of the parent company was 75 million 199 thousand and 300 yuan, an increase of 12.08% over the same period last year.

The reported bird said that the increase in business performance in addition to actively adjust the store structure, get through the O2O channel, mainly due to the company's focus on promoting the C2B category of private custom business.

From the point of view of segmenting the market, the private custom market is considerable, satisfying the needs of modern consumers' personalization and fashion, while the general personal tailoring shop can not meet the demand in large quantities.

The Phoenix bird uses the advantages of industrial intelligent production to meet the needs of mass customization, and to set up production, reduce capital occupation and no inventory risk.

Wu Zhize, chairman of the news bird group, said he is very optimistic about developing the business prospects of C2B volume customization under the full channel strategy, which not only meets the needs of consumers, but also brings new profit models to enterprises.

Only the mode of mutual benefit between consumers and enterprises has the potential of long-term sustainable development.

The bird says it has a certain replicability.

According to the good foundation of the information technology, the large-scale personalized intelligent customization system is established, that is, according to the customized orders of consumers, the order information instructions are generated through intelligent data analysis and information integration, which drives the intelligent factories to make large-scale personalized manufacturing.