Increasing Number Of Customized Business Into New Opportunities For Garment Industry Development?

China's garment industry has gone through achievement After hitting the bottom, it is slowly getting warmer. From the recent 2018 annual reports released by various enterprises, we can see that the overall performance is in a steady state of development. Of course, there are also some enterprises whose operating income and net profit have slipped or even lost. In order to find new growth points, garment enterprises began to spanform. At the same time, with the upgrading of consumption, consumers' demand for customized garments is more and more intense. This also provides a new spanformation idea for garment enterprises. Can customized business bring new opportunities for development of garment enterprises and even the whole industry?

The number of inbound players is increasing, who can become the breaker?

It is noteworthy that at present, more and more people are entering the garment industry, and the competition is increasing. Men's wear , Women's wear Such subdivision areas exist enterprises with less revenue than expected or even loss. Once popular fashion brand Also began to go downhill, Forever 21, New Look and Topshop have shut down and withdraw from the Chinese market, and Zara and H&M are also having a bad time. At the same time, clothing enterprises are also facing high inventory pressure. In order to cope with the current development dilemma, many enterprises aim at the garment customization business. From the current situation, the main types of enterprises in the market can be divided into new Internet + customized enterprises, traditional clothing spanformation and customization enterprises, and advanced customization enterprises.

New Internet + custom enterprises rely on science and technology to develop garment customization business. Recently, Qingdao cool intelligent Limited by Share Ltd (hereinafter referred to as "cool smart") updated the IPO pre disclosure document, the company intends to land. Gem The total amount of funds raised is 418 million yuan, mainly for new factories, warehouses, big data and R & D centers. Among them, the construction of Flexible Smart factory investment is 237 million yuan, and the design capacity is 300 thousand sets of individualized suit suits and 310 thousand sets of personalized suits, and 300 thousand sets of customized shirts. The planned two types of customized clothing products have obvious regulatory benefits after the completion of the project's stable operation period. According to the estimated production year (fourth years), the sales revenue can reach 441 million yuan. The purpose of cool smart listing is to become the first garment customization.

Coincidentally, the recent artificial intelligence clothing customization project UF7 has received tens of millions of angel wheel financing, the overall valuation of over 100 million yuan, the current round of financing by former Ali executives to vote. It is reported that the UF7 project was set up in 2013, and has invested tens of millions of yuan. The UF7 artificial intelligence customization system based on the adaptive core algorithm has been successfully developed, and has found the core support point for the large-scale customization of the garment industry.

In addition to emerging enterprises, traditional clothing enterprises have begun to develop garment customization business. In May this year, Wu Zhize, chairman of the wedding bird bird, said at the annual performance briefing of 2018 that at present, consumers have been able to make private volume customization by means of the news birds' brand outlets or quantity division teachers. The company has promoted the development of volume business through Italy's foreign volume division and collocation division's national inspection activities. Wu Zhize said that last year, the growth of customized business, the birds will continue to promote the whole category of private custom business, more and more consumers have recognized and experience private custom services, the future will be high-end clothing customization. Brand clothing An important part of development.

"China is better than a wedding bird." Business Suits First, "George White" started the custom business in 2015, from the introduction of school uniform customization. At present, George White has achieved full coverage from school uniform customization, group customization to high-end customization. The 2018 annual report shows that the company's designer team has established a partnership with Donghua University, focusing on fashion customization.

In addition, YOUNGOR's brand MAYOR is focusing on high-end customization level experience, and its current performance has increased slightly.

According to the China Commercial Daily reporter, at present, the advanced customization enterprises are represented by Hongdu, Yongzheng and Long Qingxiang. The development is more mature, with personalized service and quantity system as the main features, and the scale of enterprises is relatively small.

There are still difficulties in customized business. trend

In the industry view, the emergence of customized business can help garment enterprises to reduce inventory risk and speed up the response to changes in market consumption, but there are many pain points in itself.

Related experts of China Clothing Association told the China Commercial Daily reporter that the traditional clothing customization is tailored by tailor's hand, and the cost is high and the price is high. With the upgrading of consumption, the individualized demand of consumers has increased, and customized business has gradually shifted to mass customization. But judging from the current situation, despite the large number of entries, there has been no "bellwether".

At present, the development of garment customization business is not only a new venture company, such as Yi Bang people, MatchU code Shang, LESS&MORE, but also a part of the traditional garment enterprise spanformation strategy, and it is difficult for start-ups to win the favor of the capital market by custom business, and the capital problem has also become a hidden danger. In response, the experts said that the custom business model is still being explored, and the extent to which intelligent and technological development needs to be meticulous requires the continuous trial and error of enterprises to find a mature and low-cost development mode.

However, in view of the existing problems in the apparel industry, customized business can effectively solve the risk of high inventory in garment enterprises and meet the changing consumer demand of consumers. Sun Ruizhe, President of the China Textile Industry Federation, said in an interview with the China Daily News reporter that personalized and diversified consumer culture innovation will fundamentally change the competitive situation of the previous garment industry in terms of scale development, heavy capacity expansion and heavy price war, and will realize high value-added development through the intelligent way of mass customization.

Of course, garment customization business can not be separated from the relevant norms if it wants to become a mainstream trend. Cao Xuejun, deputy director of the consumer goods industry department of the Ministry of industry and information technology, said in May last year that the Ministry of industry and Commerce will speed up a series of related issues related to mass customization. standard To improve the accuracy and practicability of 3D body measurement, garment 3D visualization and simulation technology, build a platform for information interaction between consumers and production enterprises, and provide collaborative supply platform for industrial chain, constantly improve the manufacturing and service capabilities of garment customization, and accelerate the spanformation of garment industry to intelligent manufacturing and service experience. The introduction of garment customization standards will further promote the maturity of fashion customization business mode.

The field of garment customization is still at the stage where the draught is not yet formed. However, with the establishment of industry standards, the increase in the number of entries and the need for the development of enterprises, garment customization may become a new trend in the apparel industry. Everbright Securities analyst Li Jie said that with the rise of the middle class, consumption escalation is irresistible. Customized clothing as a high-end consumer will be welcomed by the market. At the same time, with the continuous increase in the proportion of consumers after 80 and 90, I believe that more customized and fashionable clothing will become more popular. Author: Wang Yue