Old Tailor Spirit + Big Data Driving: New Formula For Selling Shirts On Internet

From ancient Rome, Tonica, the aristocrat, was the most common lattice jacket in the subway.

Gradually fallow.

In the current era of fast consumption, pick one.

Casual shirts are very easy, but if you want to buy a high quality, high quality and high quality shirt, can you really only pay high price customization?

Yu Li Da's answer is NO.

He wants to achieve the high cost performance of the shirts through the electronic business platform "quantity".

It is reported that the quantity is an Internet shirt customization platform. After the user orders the quantity of WeChat public, the professional quantity of the quantity will come to the user to measure the size of the user.

After the style, size, collar, button and so on, the products will be sent to the user in two weeks by automatic tailoring machine and centralized handwork.

At present, the quantity shirt is divided into 399 yuan and 499 yuan two stalls.

Yu Li Da, the founder of volume products, said that these prices are within the price range that users are willing to try. Once the user tries, it is equivalent to customizing a middle and high end shirt worth 1000~2000 yuan under the price of a normal shirt.

Since the launch in October of last year, there has been little investment in promotion, and in July this year, the number of shirts produced in the country has reached nearly 2000 units. Such data can be described as "gratifying" for the year's "shirt dead month".

In the face of such achievements, there is no doubt that a relatively standardized clothing category, the necessity of door-to-door measurement is really so strong? As a minority demand, how can a customized shirt form a platform? How can we reduce the cost of printing and realize the real C2M?

Volume founder Yu Lida

Turning old tailor's experience into function

Reporter: volume is a very traditional way of making clothes. Why do we choose to go to the body? Is there any deeper application of data?

Yu Lida: there is no database for traditional garment production. Tailors measure the data for consumers, and then judge how to make the best fit according to experience.

But in the Internet mode, we have divided the measurement and production. The front end is measured by the volume surveyor, and the factory is making clothes. In this mode, a database system is needed.

We will form a database with bust, clothing length and sleeve length. When discussing these numerical changes, what clothes should be made?

The initial success rate of this algorithm is 90%. We will adjust the algorithm according to the actual situation. With the increase of data and the subdivision of shape, we will form a function that tends to be more accurate. This database will also become the first Chinese body database.

We have calculated that after accumulating to twenty thousand editions, the accuracy of the algorithm can reach over 98%. Once the big data system is formed, we can even know how the figure of Shanghai people is and how Beijing people are.

For the accuracy of the algorithm, the user is not satisfied, we do it again, and satisfy the users.

Now our customer satisfaction is maintained at over 95%, the rate of repeat purchase is 65%, and the return rate is less than 2%.

This database can also serve as a data service platform. Our data can help users choose the right size clothes on the Internet, or help the clothing industry to solve big problems.

Many schools in China are doing related research, but they are more difficult to get data.

Reporter: so getting enough data is also a prerequisite for the establishment of the quantity model. How much is the demand for volume division clothing?

Yu Lida: from the consumer's point of view: (1) only 35% of the whole consumer group can get the right shirt size; (2) the middle class who needs shirts has the quality and grade requirements for shirts, and the heavy consumers will have to cut over 10 shirts for more than 10 thousand in 1 years, and the sex price ratio is not high.

Quantity can solve the above problems.

From the perspective of business mode, first of all, users who upload data on their own volume hardly exist. Secondly, if users are willing to upload data on their own, I need to build a website to educate consumers.

However, the current electricity supplier flow has dried up, new electricity providers can no longer rely on traffic for conversion rate to survive, the new business model needs to be centralization, so that consumers contact smaller.

Besides, the volume division is a combination of volume and sales functions. It can never be replaced by any automation tools such as 3D scanning.

The Internet mode and volume division service are the air force and army of the quantity.

The demand for custom shirts is very large.

In the absence of promotion, sales volume reached a compound monthly growth of 30%~60%. At this rate, the compound annual growth rate is about 10 times.

At present, the volume of products has covered 38 cities, and each city has a city partner who manages the local volume division. At the end of this year, 60 cities are expected to open. The target is to produce 20 thousand pieces next year and 1 million 500 thousand in 2018.

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Reporter: everyone's version is different, and it can be guaranteed to be made in 2 weeks. How can the product be done? What is the production line like?

Yu Li Da: there is an automatic cutting machine in our factory. The program behind it will pform the user's body data into tailored data by the algorithm, and then automatically cut the user selected cloth with laser head. The tailoring of a shirt cloth takes only 1.5 minutes.

This is equivalent to the supply side reform of a light industry. What can a shirt do? Lighters, shoes? There are not too many scientific and technological things. Only automated equipment is used in cutting places. Workers are hand made later, but our core is "personalized information flow management". The R & D system has spent less than one hundred thousand, but has pformed the traditional garment factory into an intelligent factory.

A middle high end shirt is enough to fill the belly.

Reporter: so the production of this product can be duplicated? Will there be any expansion in the future?

Yu Li Da: why do I choose shirts? Shirts are the most basic category and are the easiest to pick up.

Although the shirt is personalized, but behind it is a fabric exchange, change collar type and so on, there is a permutation and combination.

Other categories can be done, but it is difficult to measure, such as the low price of T shirt, the demand for too many women's clothing......

Moreover, the quantity solves the obvious pain spot in the shirt Market, and iron and iron fit.

Any Internet business must excavate the real demand and not meet the pseudo demand.

We will launch pants next year and redevelop a production system for trousers.

We don't make too much demand for trousers, but do trousers for young people. The demand ratio of these trousers and shirts is about 2:1, which can directly bring us 50% business increments.

Reporter: what is the basis of a shirt price of 399 yuan or 499 yuan, can it guarantee the balance of payments? Can it support the income of urban partners and volume division teachers?

Yu Lida: the future consumption trend product is bigger than brand.

Starting from the product, shirts are divided into high and low grade. We aim at the mature consumers who need to attend some formal occasions, that is, the middle and high-end market priced at 300~500 yuan.

For high quality door-to-door service, 399 and 499 yuan cost performance is very high, penetration and recovery rate is high, 499 yuan, I am confident that this price will eat millions of orders of magnitude of the market.

Consumers are now also the characteristic, 500 yuan is a big hole, 499 yuan can make high-quality shirts customized, can eat a very good piece of cake.

We are zero inventory mode, consumers pay us in advance, and city partners give us a fee, so our monthly cash flow is positive.

The production cost of each shirt is around 150~180 yuan, and it can get 130 yuan for each franchisee. The core of the money that we can earn is the data record, and the purchase and purchase do not need to be called every time, and the volume division is bound by the customer, which is equivalent to the private key of the customer.

And for the quantity, our market development cost is very low.

At present, a volume division is basically equivalent to a brand counter or even a sales volume of a specialty store.

The brand will cost at least 1 billion of the 1000 stores in the country, and our quantity division is almost zero cost.

Reporter: the cost of clothing edition is relatively high, and the production cost of each item will always be the price.

Yu Lida: the cost of the traditional costumes is one hundred yuan.

We are accumulating data, assuming that the 5000 data can now be done in 65% version without recalculating. Only 35% orders need to be done again, and the cost will be reduced to 35 yuan. After collecting 20 thousand data, the cost will be reduced to 2 yuan per piece.

Now there is no platform to make because, first of all, we can not collect so much data. Second, no one is willing to pay so much energy to accumulate.

But we first set them up and dress them on our bodies.

Reporter: so we can break even or even make profits at the beginning of the quantity. But the profit of traditional shirt making is very thin. Many manufacturing enterprises will be overwhelmed, and where is the risk?

Yu Lida: Yes, sales net profit is around 20%.

Production and sales are separate in profit. Production is focused on the balance of production and supply system, that is, production and marketing balance.

For example, the production capacity is only 100 pieces per day. Suddenly, the order of 500 pieces per day will break down, and suddenly no order will break down.

In the process of production, I changed the links after sewing into group type, and made flexible production with a small assembly line in the factory. When the order quantity increased, the equipment and manpower gradually increased, instead of directly putting into a large production line.

I am a manufacturing industry, and can control the expansion process, that is, the progress of customers, calculate the order quantity after 3 months and the actual error will not exceed 5%. This is a kind of commercial sensitivity and ability to control. I actually copied the ability of order flow control in the past 20 years to do 2B.

After the online promotion, the cost of the customer is about 200 yuan, but the customer retention rate is high, and the customer introduction rate is 20% to 30%.

The final value of C2M is not customization.

Reporter: how much is the pformation of the quantity model to the traditional shirt supply chain? Can the customized production and industrial production coexist?

Yu Lida: the traditional supply chain has a long selling chain, and men's shirts almost have to be increased to 8 times to the point. We are now 2~2.5 times, that is, my unit cost has increased by 50%, but because of the flat channel and zero inventory, the increase rate has been reduced.

I think the two can be both, scale production is necessary, but customized production must be the core of the pformation of manufacturing industry.

The biggest advantage of customization is the pformation of consumer relationship.

Traditional manufacturing has no knowledge of consumers, but customization can get feedback in time. The factory can even carry out a product iteration in seven days.

And once the volume system is successful, there will be countless consumer products like us in the future.

Interviewer: what is your judgment that will happen to all garment industries in the future? C2M?

Yu Li Da: No, there must be four elements for C2M category: (1) high margin (2) personalization (3) repeat purchase rate (4) without obvious off-season.

Clothing is in line with high Maori, but I do not see suit C2M, because the rate of repeat purchase is too low.

If you really want to do C2M zero inventory, products can not have obvious off-season, such as cotton padded jacket.

So I choose two basic categories of shirts and trousers.

Of course, the brand will be established in the future, and the relationship with customers is stable enough to access some other products, but these products may not be C2M. I can do experiential shops, make collocation, make some spot goods, and customize futures at the same time.

Reporter: there are quite a few high-end shirts in China. There are many enterprises that have custom shirts.

Yu Lida: the custom-made enterprises on the market are mostly platform thinking, either production or sales, everyone cut a small part in the closed loop, but I do not think it is feasible to get through the whole closed loop, and it is very difficult to coordinate all links in the middle.

The problem facing our competitors is the professionalism in the field of shirts.

Every traditional industry has accumulated a lot of time. Ten thousand hours theorem, you have to pay time to become an expert.

There are two shirts that we will not interfere with each other.

The first is the low price brand of the Amoy brand, UNIQLO and so on. The second is the real brand, and the people who buy it are willing to pay the high price to buy this brand.

But now those "fake foreign devil" brands will be hit quite hard.

Frankly speaking, if the traditional brand is not cost-effective, it will buy 800 or 1000 yuan in the shopping mall. We will knock down these people.