Volume Founder Yu Lida: Custom Shirts Can Also Make Big Business.

Last July, custom made

Yu Li Da, the founder of quantity, made an experiment in his circle of friends.

He asked 44 of his classmates and friends to have a meal, asked everyone to give him 399 yuan, and then made a shirt for each of his friends.

Yu Li Da has the idea of making a custom shirt, but it's right.

Demand is not very sure.

At that time, his product had no packaging or brand name, but in August he received 48 new orders for shirts.

The 48 shirts were bought by their first friends and recommended to their friends.

"Without any brand and publicity, consumers will get a $399 shirt and buy it back and recommend it to their friends. By this time, I immediately realized that the service was recognized and had market."

Yu Li Da told reporters.

Since last July, the volume of monthly orders for goods has reached 1500 orders.

The purpose of Yu Li Da's creation is to reduce the threshold of custom shirts, and to him a fitted shirt is not so expensive.

The difference between the quantity and the traditional custom shirt shop is that there is no entity store. The customer can make an appointment with the WeChat public number to make an appointment. After the quantity teacher gets the relevant data, the customer can receive the shirt according to his own body in a week.

It seems that this is a typical C2M (Customer-to-Manufactory, customer to factory) mode, allowing factories to directly connect with consumers, and to save the expensive rental cost and improve efficiency according to the requirements.

This market has expanded rapidly in the past year, and 200 start-ups have entered this field.

Yu Li Da has worked in the shirt making industry for nearly 20 years before he founded the product.

All the middle and high-end shirts in the world are commissioned by 3 companies, Hongkong Yida group, Hongkong new Ma group and Hongkong joint industry group. They are equivalent to Foxconn in the shirt industry, and Yu Li Da has worked in two of them.

For domestic men's shirt manufacturers, customization may be a way out for the future.

Most of them are OEM for high-end brand in foreign countries, but in China, this is obviously a harder and harder way to get profits.

In contrast, a custom shirt can guarantee a gross profit of 60%, which is 10 times that of OEM.

The past problem is that small workshops are difficult to scale up. If we can produce customized products on a large scale, this is obviously a much more profitable business model than the foundry.

In the third months when he invited friends to dinner, Yu Li Da received 184 orders for shirts.

After 3 consecutive months of natural growth rate of 100%, he began to register the brand, formally plan the whole project, and officially released the quantity in October.

With the increase of order quantity, the pformation of traditional supply chain mode has become an urgent problem for Yu Li Da.

The existing large cargo production line is less than 20 people, more than 200 people, unable to meet the needs of customized production, but in the end, several workers, how to cooperate is a reasonable customized production configuration, he did not.

For this reason, Yu Li Da has made many attempts.

At the beginning, Yu Li Da chose to make a customized shirt with the tacit husband and wife in the factory, and the division of labor and the way of making them were decided by them.

After observation, he found that the couple's working mode is completely different from that before assembly line production.

They built the machine into a circle and stood in the middle, and one of them operated several devices at the same time.

In addition, the husband stands and his wife sits behind him. After the husband has finished sewing the semi finished product, he puts his clothes on his shoulders, and his wife takes them down directly behind him and starts sewing the next process.

This experiment has made Yu Li realize two core points: first, to make cell production units instead of pipeline production; to disrupt the original assembly line of the machine, to make arrangements for workers' work habits; two, to improve the circulation method of logistics in cell units, and to pass the work order to the next process, there are many innovative ways to seek the shortest way of pmission path.

Now his factory has developed 5 cells, a group of cells, like round table eating, 5 people gathered at a cell point of division of labor, rather than an assembly line.

After determining such a production mode, expanding the scale of production has become an ever increasing cell production unit.

Compared with this model, many similar venture companies choose to outsource their production to other factories.

The problem with this is that it is difficult to guarantee a steady flow of orders. There may be a period of time when orders are many and production lines are stagnant for a period of time.

This is unacceptable to the factory.

The possible situation is that some companies will make products in advance and make them according to the number of ordinary garment production. After ordering, the quantity teacher will deliver the goods according to a similar number. This is the so-called "false customization".

At present, Yu Li Da's shirt factory has more than 100 people, and its monthly output is basically around 30 thousand.

Because of the unstable initial orders, we still retain part of the bulk production to provide financial support for customized orders at this stage, but we can consider making customized orders on the same day when the quantity reaches 300 or even 500 orders.

Yu Li Da said that the quantity began to profit every month from November last year.

Compared with the factory side with mature experience, volume oriented service for consumers is the main challenge of quantity.

Its mode is simple: City agent.

The marketing and service of the city are given to the agent. He can hire a quantity teacher himself. After quantity training, he can come to the volume.

Every time a shirt is sold, the agent has about 30% of the shirts.

It is easy to see that the key to making money in this business is how many shirts a quantity can bring, which is the so-called "repeat purchase rate".

Regional agents need to find ways to get more orders with as few door-to-door numbers as possible.

In theory, as long as the size of the guest does not vary greatly, it is enough to measure the size once, and then only order like Taobao.

The problem is that the guest is satisfied with the shirt.

Service details become important.

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The most important feedback from Yu Li Da from the city agent is that the rate of re purchase is directly related to the details of the service.

Specifically, in addition to obtaining body size and understanding of customer's dressing habits, dressing occasions and other information, it may be more important to track back visits to customers afterwards.

At present, the volume of goods in most cities can achieve a repeat rate of 60%, which is a stable profit.

The problem of agency mode is that in order to ensure the standardization of service, quantity teachers can not do much.

The products are mainly made up of standard materials. There are only 27 kinds of fabrics. There are not many details, such as collar, sleeve, button and so on, and the price is only 399 yuan. In comparison, the products and services of similar companies have more choices.

Liang Yi is also a custom shirt company. Its product type is about two times the quantity. According to the fabric, its products are divided into 3 price points, 1198 yuan, 598/798 yuan and 298/398 yuan.

In the WeChat public address of Liang Yi, we can often see the introduction of the new shirt, which can meet more personalized needs of customers.

Liang Yi CEO Wang Jungang said that Liang Yi is currently focusing on the customization of shirts. After stabilizing the customer base, he hopes to make profits by introducing a more profitable suit.

More choices mean that the service process will be more complicated.

In good clothes, people who come to the gym are called "dress consultant". The quantity is explicitly called "quantity teacher".

Compared with small and beautiful opponents, the quantity is more suitable for basic shirts.

"Wearing decent shirts at work is still the mainstream demand in China at the moment.

If we want to replicate the whole country, we can only omit 20% of the individual needs and satisfy the basic needs of 80%.

Yu Li Da said.

He thinks that the main selling point of the product is ready-made clothes and ironing, that is, after 11 processes, a cotton shirt can be washed for 100 times without ironing.

Yu Li Da's goal is to cover the 300 cities in 2018. This is probably the real test of quantity: managing dozens or even hundreds of agents, ensuring their service quality, increasing sales volume as soon as possible, and concurrently facing the competition of traditional custom shirts practitioners. This is not a simple road.