When Will The Costume Custom Be Launched In The New Consumption Era?

The concept of long term storage has made a large number of people mention clothing customization. In their minds, there must be a concept of hand made, high style, high price and so on, which is related to the traditional advanced clothing customization.

The custom platform channel is rising, but the draught is still very far away.

It is now seen that the domestic garment customization industry coexists with the three coexistence of online garment customization platform plus traditional offline customized stores and garment brand customization.

The following are three aspects of the field of garment Customization:

1, how to define garment customization? What are the domestic online apparel customization players?

2, how should Online Custom players and traditional offline custom players develop?

3, why is there little capital in the garment customization?

Redefining clothing customization

First of all, we must distinguish between advanced customization and light customization (mass customization). The real high-end clothes are all made by top-level tailors, and therefore, the high cost of manual determines the senior level.

In addition, the traditional high fashion custom has existed for a long time. The one to one customization method has limited the number of people to face and the order is limited. There are no rules and regulations from design to fabric, style, technology, and edition. This group spends time, cost and labor cost to get their clothes. It must belong to a small number of high-end people, so that they can make themselves different. This also determines that the advanced clothing customization is difficult to cover the whole market, especially in the Chinese market.

Garment customization enterprises

Capital gains have been paid attention to.

The MatchU code, the custom-made products and the menswear men's clothing, etc., the common thing is that the main men's clothing is custom-made, and the categories are mainly Western-style clothes and shirts.

Yi bang, founded in 2014, should be the head player in the field of online garment customization. It completed the B round of financing in 2017. In recent years, the MatchU code dedicated to light customization has been completed in a year. It has also completed three rounds of financing of Pre-A, A and A+ totaling over 60 million yuan in a year, aiming at creating a new male consumption mode. The volume customization in 2015 is focused on men's shirts customization.

Fang Bang founder Fang Qin seems that the mainstream clothing customization in China is developing towards a more mild and more fair price. Qian Baoxiang, founder of MatchU code, thinks that clothing customization is a personalized service for consumers.

It is undeniable that for consumers,

It is a way of experiencing and buying clothes. Customization of customized players or garment brands can reduce inventory pressure to a certain extent.

Take code for example, it is based on 3D volume technology and C2M mode, and factories directly get orders from consumers. After the order is successful, the factory can produce and manufacture, which helps to prevent the occurrence of backlog stock.

At the same time, we can see that garment customization is inseparable from the acquisition of user shape data and customized production, and the founder of private tailor Zou good luck also believes that clothing customization is a more advanced pre sale mode of production.

At present, traditional clothing enterprises, including YOUNGOR, red collar, wedding bird and so on, are doing intelligent manufacturing to realize the customized production of the single piece flow. When the customized production is realized, the production data of the single piece of production can not be produced according to the specification number. At that time, the collection and management of the consumer's body data become necessary.

It is difficult to determine whether garment customization can lead to the change of garment industry.

At present, clothing custom production is concentrated in men's clothing and ready-made garments.

Undeniable,

Category is the easiest entry point for clothing customization, especially in the production of suits, shirts, casual pants and so on. It is difficult for women's clothing and children's clothing to achieve large-scale customization.

But when the men's custom market is saturated one day, what are the directions for customized players?

After the dialogue, the EU understands that men's custom shirts and trousers are high frequency demand. Generally, the customized users have higher requirements for the size and quality of the clothes. The clothes people start with men's suits and extend to shirts and trousers, coats, etc., while the code uses 3D technology to cut into men's shirts.

Without expanding other categories, it seems that shirts seem to be the preferred category for custom tailored players. According to statistics, the average age of men buying shirts is 4-5 times a year, compared with the frequency of buying suits.

However, the industry believes that the custom market is in the stage of exploration and development, and the market has not yet been fully opened, so there is no need to consider the problem of the saturation of men's clothing market.

The determination of category is also enough to see that clothing customization is also mainly in the garment market. This time, it is inevitable that the clothing brand will be affected, and the garment brand also has the trend of customization.

The history of garment brand has accumulated more than the number of users in the past decades, but the speed and the fashion of the style update are difficult to keep pace with the pace of the times and the new generation of consumer demand. The mass production of the factory can be produced and sold at one time. Of course, the high volume will undoubtedly increase the pressure of storage. Once it is sold, it will be smashed in its own hands.

But clothing is mainly made up of stores. Customization in clothing stores has obvious value for consumers. It can strengthen the relationship between sellers and buyers and increase subsequent contact opportunities. Therefore, clothing brand branding for clothing is not only an affirmation of customization needs, but also an initiative action to reduce inventory.

According to the insiders, ready-made clothing brand is an inevitable trend in garment customization. However, the garment sales mode and traditional consciousness are deeply rooted and have formed an inherent impression in the minds of consumers. Maybe it is not necessarily that garment brands and garment customization platforms have the chance to achieve integration development.

Western-style clothes or shirts, for example, usually have five standard codes, and the diversity of men's body often appears to be unsuitable for clothing. At this time, it is necessary to find a suit of clothes that suit oneself. Clothing customization is also concerned and recognized by the psychological effect of higher requirements for clothing by consumers. In addition, with the rise of younger generation of consumers, whether they are sports, leisure or tide clothes, consumers are pursuing individualization and fashion sense.

Yu Li Da believes that clothing customization has advantages of cash flow, no inventory, deeper interaction with customers, stronger consumer stickiness and so on.

In view of the fact that the garment custom track is still in the initial stage of development and accumulated experience, this track needs more players to enter the market to support the market. After all, different forms of players participate in different ways, which is more conducive to exploring the right development path.

However, changing consumer cognition is the most important issue, so as to raise market awareness and cultivate consumption habits as soon as possible.

Focusing on the whole field of garment customization, besides the online custom players, the traditional clothing custom stores can not be ignored.

There is no such thing as Internet customization. It can be called online customization service providers. They are different from offline custom clothing stores, including online ordering, technology application and clothing production.

Traditional custom stores should locate specific groups, enhance professional ability and provide unique experience, so that they can build their own moat while small and beautiful. Internet apparel customization has obvious advantages in low price pricing and large scale customization, but it also needs to work hard on customer efficiency, repeat purchase rate and professional level.

In addition to code application technology, like Yi Bang people, quantity customization and traditional clothing customization, they have their own quantity teachers, and quantity teachers are not equal to tailors. They are only responsible for measuring volume and not responsible for production.

Volume customization is the most effective channel and weapon to contact customers. The stability of the volume division affects the sense of customer experience. At present, it has 500 quantity body teachers. In the next three years, the volume customization will be covered to 300 cities in the whole country and the quantity of the quantity teacher will be increased to 10 thousand.

In addition, online custom service providers have better cost performance in making production links than traditional clothing custom stores, because factory machine manufacturing can increase productivity and efficiency; while traditional clothing customization is more store form or old tailor's manual completion, high labor cost also determines that clothing pricing will be higher.

From a certain level, online garment customization players are good at touching consumers quickly. It is difficult to achieve higher repurchase rate, and there is no large area to do offline scenes. After all, the cost problem is difficult to face.

For the development trend of Internet players and traditional clothing customization and whether or not to take the line and the scene, people in the industry believe that online and offline integration is inevitable, because the online platform is convenient and quick to reach users. The advantage of offline is strong experience perception. Some people think that players will be more competitive than online cooperation, because the two are differentiated to survive, and there are differences in customer positioning, brand tonality, price positioning, service experience, regional culture and so on.

Yu Li Da believes that there is no need to distinguish between online and offline. In the future, online garment customization players also need offline experience scenarios. The so-called Internet clothing customization can be understood as customizing enterprises using Internet tools; traditional clothing store customization is also increasingly managing the supply chain and customers through mobile Internet tools.

If garment customization becomes the popular consumption mode of future consumers, then the Internet custom players will create new consumption experience with the help of the Internet and technology advantages, and create new consumption experience for consumers. However, the high cost or slow speed of the guests will not allow people to have doubts about the problem of burning money behind them. The traditional clothing customization players can communicate with consumers at close distance and turn them into loyal users, but the high cost of stores and the limited amount of orders are the obstacles to their rise.

The sharing of bicycles and unmanned retail outlets has become the favored outlet for capital instantly, but the custom custom draught has not yet arrived.

Nowadays, players in clothing customization are entering but not many. Consumers are concerned about it, but users' custom cognition and habits are in the initial stage of training, and the habit of real mass consumption has not yet formed.

Qian Baoxiang also thinks that mass customization requires capital to enter the market for bottom pformation and market education, but since the customization field is not small, why only two have made progress on the financing road? Billion euro believes that this is the immature market performance. After all, only a few players in a competition road will make the market mature. There are still shortcomings in the field such as insufficient service base capability and relatively small market scale, and capital volume is certain. Investment institutions are more willing to gamble on big tracks, so investors will naturally not give more attention.

Having been concerned by the capital side and completing the investment, frankly speaking, it has been more than two years since the capital cost was used to fill the high cost. However, the financing is still in the stage of the angel stage. It seems that the track of garment customization is not non financing. The analysis of quantity customization, Yu Li Da said, "the field of costume customization is mainly based on fine operation rather than capital drive. Finally, the supply chain and operation capability, rather than capital, are the main competition.

The field of garment customization is a long distance running project. It is not appropriate to expect to go all the way to the sky. The influx of capital is unfavorable to the development of the industry.

To sum up, the field of garment customization is not yet formed, such as the lack of draught, too few players, little capital to enter the game, and customized players to seize the market of men's wear.

If garment customization becomes a new way of consumption for future consumers, it will bring new consumption and new experience to consumers for Internet apparel customization players with the help of the Internet and technology advantages. However, the problems such as high cost and difficult growth of customers will make it impossible to ignore the phenomenon of filling up loopholes by burning money. Traditional custom players can communicate closely with consumers to make them become loyal users. Only the high cost of stores and the limited amount of orders are the factors limiting their rise. Therefore, online and offline integration is inevitably regarded as a trend.