Male Wind Economy, "He" Is The Most Fashionable.

This is an era with both value and strength, especially for contemporary men.

Although compared with female consumption, male consumers are labeled as "low consumption desire" and "short life cycle", but this does not mean that there is no demand for these people. Men's independent aesthetic consciousness is rising.

This demand is booming.

Recently, Boston consulting and Alibaba jointly launched

In the report, both online and offline, male consumers are increasing substantially, and the amount of consumption is close to women. Whether it is for their own shopping or for home purchase, Chinese male consumers spend more online than women each year.

In addition, 73% of the male consumers in the first tier cities believe that personal appearance is important.

and

Very important.

With the 80 and 90's consumers becoming the main consumers of clothing, the consumer groups increasingly pursue independent thinking and unique taste. The personalization and customization of men's clothing will become a new trend of clothing consumption.

How to grasp this trend and participate in the exhibition

The men's clothing enterprise first gave the answer.

B: mass customization brings personalized production

Customization is the necessity of the times, and the improvement of people's living standard and wearing quality is bound to have higher requirements for the individuation of the product. Customization is a good way to solve this problem. In the past, volume customization was designed to solve the problem of wearing appropriate degree, while the current personalized customization met the individual needs of every consumer.

Zhou Guoliang, general manager of cloud wing intelligence department, a good news bird holding company, said.

In China, the intelligent manufacturing platform of the intelligent customization platform, which is created by the bird of welcome, can be seen as an intelligent manufacturing line, and it can be customized through mass customization and large-scale customization. It can meet the individual needs of consumers from the order to 7 days.

This technology opens the way for many men's clothing enterprises that are seeking pformation.

And this time, cloud wing intelligence will focus on the display of products and services.

Zhou Guoliang said, "the intelligent manufacturing line is to solve technical support, mainly through information technology and intelligent technology to improve product production capacity and efficiency. On this basis, the future customized competition is customer demand driven product and service dispute."

Through data to grasp the needs of customers, this has become a core competitiveness for reporting birds.

"Birds in the field of customization have done earlier, with more than ten years of experience, through the accumulation of precipitation, and classification and analysis has been able to grasp the trend, and through the feedback from the terminal custom shop, actively collect and understand the new needs of customers."

Zhou Guoliang said.

As a result, after the customized service was launched in 2016, the news bird quickly opened up the domestic situation. Now it has cooperated with more than 500 Custom Stores in China.

"Now we are returning, any industry has its essence. The clothing industry is to create the ultimate products and services, equipment and technology is only a supporting point."

Zhou Guoliang said that the good news birds in the future are to seize the trend, create differential competitive advantages, and focus on the needs of customers as the starting point to create the ultimate products and services.

The Dalian Longsheng group, which launched the first domestic leather clothing customized intelligent platform, also received extensive attention from the industry because of its last exhibition, so that Longsheng had the determination to participate in the exhibition again and expanded the booth three times.

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Chairman of Dalian Longsheng group

He said that through the first participation in spring exhibition and the trial of water by Hai se Bao, we hope to unite more like-minded enterprises to form clustered intelligent customization, so that visitors can understand the capability of Chinese manufacturing and jointly promote the manufacturing of clothing in the field of wisdom.

She believes that whether it is from the national strategy or the internal driving force of enterprise pformation, it is a necessary way to build intelligent production.

Wu Qi said that intelligent manufacturing will be the future direction of development, and the linkage between technology and data will make Chinese manufacturing more valuable.

Dalian Longsheng, through its self-developed intelligent leather customization platform, can achieve big to style, fabric, small pocket design, zipper, embroidery and so on. Customers can realize intelligent personalized customization according to their own preferences, truly one person, one person, one person, one edition.

It is on this basis that Wu Qi hopes to help more small and medium-sized enterprises to achieve intelligent customization.

"Enterprises can follow the 8020 principles, 80% for traditional manufacturing, 20% for intelligent manufacturing, and gradually test the water for customization, so that enterprises on the platform can become a part of the whole custom ecosystem, and cooperate to symbiosis and achieve a virtuous cycle of quality and intelligence." Wu Qi said that the country is promoting the "three products" strategy, and the consumers' demand for quality will be higher and higher in the future, which puts forward higher requirements for enterprises. Therefore, the enterprises on this platform must ensure the quality of products and environmental protection from the source.

Customization for enterprises, whether it will become the next area of homogenization competition? For this issue, Wu Qi gave his own opinion, customization for all enterprises, the amount is still small, as long as it can be directly proportional to sales, is a healthy industry.

As for the C side, Longsheng also has its own brand longsailing. The brand itself is the advanced customization of women's clothing. Now it has added the leather custom gene. Recently, longsailing has reached strategic cooperation with the CHINA GT of Jingang port.

Long-Sailing will tailor the exclusive racing suit for CHINA GT racing drivers, and design more fur clothing styles for racing fans to integrate into the racing culture, and even create different sports series for each station, so that all the teams, sponsors and racing fans can fully enjoy the fun of personalized leather customization.

Can mass customization achieve high standard products such as Western-style clothes? How to achieve a fashionable fashion such as jeans? The Limited by Share Ltd of Shandong's Costa costumes Apparel Group has made an attempt.

According to Shi Huiqi, the head of the jeans department, the company began to customize and pform the garment production line from 2016 to "Internet +". It realized the whole process informatization and "interconnected + pformation" of jeans from the following orders: plate making, cutting, sewing, washing and finishing. The production cycle was shortened from 45 days to 7 working days.

In September 2017, we completed the custom garment assembly line. This pipeline is built by the company itself. It has 3 software copyright and 2 invention patents.

"Under the precondition of customer volume customization, there are five personalization processes, such as laser, embroidery, digital printing, laser washing, and garment dyeing, to achieve customized customization of jeans."

Shi Huiqi believes that customization is becoming more and more popular with consumers now, not only because of the upgrading of consumption, but now that the main force of social consumption grows up in the background of the Internet era, the chain between factories and consumers will be shortened, forming a sense of self centred value and a stronger sense of independence. Consumption demands will be changed from pursuing brand to pursuing high performance price ratio, and consumers' pursuit of cost-effective products will become increasingly vigorous.

Moreover, with the improvement of consumption level and the pursuit of quality of life, their consumption behavior in most cases is no longer as blind as before, but tends to be calm and rational, paying more attention to the additional effects brought by products in order to get a sense of sexual experience.

In terms of service, he also upgraded personal customization experience.

"The individualized customization of Hai Bao Bao has broken through the basic edition curing mode of the garment industry and the size order mode. Combined with the unique advantages of the clothing industry, we have achieved the technological development order, the effect of washing the water order, and the systematic development results of strongly personalized elements ordering."

Shi Huiqi said that the aim of the project is to build an information resource platform, research and development platform and achievements promotion platform based on the integrated innovation system concept, and integrate the designer resources with the "Internet + innovation elements" vertically, so as to promote the traditional garment industry to be an innovative industry, create a dream workshop for garment designers with the concept of "creating spaces", cultivate and hatch clothing design talents, and create a customized industry innovation ecosystem.

A kind of

Mass customization platform and technology have solved the problem of personalized production on the B side, and for the C oriented consumer brand, how to give consumers more personalized choices through stylized design is the direction and goal of their efforts.

Mention the Italian tree men's clothing, many people will say, oh, that country wind men's clothing brand.

This young original design brand, founded in 2013, has won the recognition of consumers by its unique style. It is now developing women's clothing, children's wear market, and Tai Chi Zen and tree fashion sports.

This exhibition will bring 2018 new styles of spring and summer, and hope to bring a more innovative experience to the audience.

Xinjie Liang is the original design brand launched by Haining Gu Chuang Garments Co., Ltd., founded in 2003, after more than 10 years of development, it now has 3 brands, and its brand style is positioned in "innovation", "individuality", "prominence" and "mashup". It creates the symbol of the geographical identity of the times and the interpretation of the life state of nature and self.

In 2016, Semir group formally launched the fashion menswear brand, GSON, relying on Yu Senma's powerful channel and supply chain capabilities, and opened over more than 100 stores in East China, central China and North China in a year or so.

GSON brand director Liu Weiye thinks different from the past.

"For franchisees, there is no need to take inventory, and according to the agreed proportion of the customer and the company's sales division, we are more of a platform to build a partnership with franchisees, sharing interests and sharing risks."

Unlike men's brand, which is different from the original leisure style of Shen Ma, Liu Wei said that this is in line with the current trend of consumption upgrading.

"With the increasing demand of consumers for clothing, the difference between GSON and Semir's original brand is to meet the needs of current consumers for personalization and high quality products, and further satisfy consumers' yearning for and pursuit of a better life."

Talking about the promotion of the domestic male fashion taste, Hu Xinjie, founder of Haining ancient creation, has a deep feeling. He said the change is very obvious.

He said that seven or eight years ago, domestic consumption preferred to follow the crowd. In the past two years, the trend of personalization has become more and more obvious, and consumers are becoming more and more self.

"It is under this trend that although we all say that the garment industry has not done well in the past two years, we can feel that the market is getting better and better for our brand."

"It is very important to consider and understand the purchasing behavior of consumers from the perspective of consumers, but in this market with mixed odds and survival of the fittest, what I think is more important is the differentiation and creativity of the brand itself."

Zhang Qingbin, director of Yi Shu men's clothing, also said that men's fashion tastes are becoming more and more diversified, but they also need to have brand guidance, which is exactly the meaning of "positive" in the mission of "positive national wind and road China".

"The Chinese wind is actually a noun called" rotten and vulgar ". As fashion development, naturally, we must concentrate our efforts on product creativity and design. We must keep pace with the times, not only on the surface but also in different sense and connotation, rather than superficial and slogans conveying the beauty of China to the world.

For the development oriented enterprises focusing on original style, maintaining their style is very important. Liu Wei said that the core of the brand's next round of competition is still product and experience.

For brands, designers should have a keen sense of the market, and have strong R & D capability as well as a matching supply chain.

Therefore, GSON emphasizes original design. Its R & D team is basically composed of designers who have mature development experience for more than 10 years, so as to ensure the style and quality of products.

In terms of customer experience, GSON has also set a high standard for itself, whether it is storefront display and interaction with customers as far as possible from the needs of customers.

"We attach great importance to the echelon construction of designers. Our chief designer is a Singaporean Chinese with more than thirty years of experience in the garment industry. He has served Lssey Miyake and other world-renowned brands. Other designers are also studying at Donghua University and other fashion design specialties. They are qualified, open, compatible and capable of bringing forth new ideas through education and horizons."

Zhang Qingbin said that originality is built on the basis of understanding the surrounding areas, and the closed and conservative originality is not the type of Italian tree.

Gu Chuang has invested a lot in design and development every year, which is also the core competitiveness of ancient creat.

Hu Xinjie said that any industry in the future will become more and more focused and more and more subdivided. Therefore, the brand must ensure originality. Secondly, we should integrate and optimize production links, control costs, and provide consumers with inexpensive products.

"This is also the future development trend of clothing enterprises, directly realizing the direct docking between brands and consumers. On the one hand, it can better grasp the needs of consumers, and on the other hand, remove intermediate links that do not produce value as much as possible, and directly give profits to consumers."

Hu Xinjie said.

For the future planning of the brand, Liu Wei said that from the GSON brand itself, it is still a new brand, and the future is to do well in the product and provide cost-effective products and services to consumers.

This is the first time that Gu Chuang has taken part in the CHIC exhibition. For this platform which is more influential in the global clothing industry, Gu Chuang is full of confidence in its own brand. Hu Xinjie hopes to use this platform to display the unique products of Gu Chuang and enhance the influence of the brand.

And Italy tree has increased the development of enterprises to the cultural level.

"With the improvement of China's international status, the rise of the Chinese nation is an irreversible trend. Clothing as a carrier of culture is only following the trend and reflecting its original value."

Zhang Qingbin said, in the future, we will firmly grasp the market positioning of the brand itself, and continue to invest more in design and research and development, so as to make the royal clothing and clothing show the way and keep pace with the times and make the real fashion of national wind.

More interesting reports, please pay attention.

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