How Far Is Garment Customization From Scale? Matchu Code Still Looks Like This.

In August 7th, enter your shape feature information, such as height, weight, waist circumference, shoulder type, chest shape, abdominal shape, back type, etc., then choose the style you want to buy. Within seven days, the platform can customize a shirt that is exactly your size. This is what the MatchU dress code is for the men's clothing customization platform.

For a long time, custom tailoring is tailor-made by professional tailors, paying attention to slow work and satisfying the needs of a small number of high-end people. With the development of artificial intelligence and industrial Internet, the flexible transformation of supply chain has begun to make mass customization possible. Clothing customization began to move slowly from a small auxiliary consumption mode to the daily consumption mode of the public.

It is understood that the MatchU code was established in 2016, with men's third major categories of shirts as the starting point, by social marketing and small program strength, so far has accumulated two million users. Public information shows that a MatchU code still sells customized shirts ranging from 199 yuan to 699 yuan, while MatchU codes still surpass the 150 thousand monthly turnover. It quickly completed Pre-A, A and A+ rounds in a year, and announced in December 2018 that it won the high position capital investment. The capital of Gao Rong and the B of 100 billion yuan were invested in capital.

At present, the MatchU code has expanded the product category to men's suits, casual trousers, sweaters, jackets, coats and other fields. In the future, it will provide more men wear services and incorporate into the field of wearable devices and smart home.

As an early fashion customization platform, what are the different MatchU codes under the industrial Internet? How will we look at the future of the garment industry? A few days ago, the media and MatchU code co-founder Wei Xin carried out an exchange.

New changes in business: service and growth around household registration tablets

Wei Xin told the media that in the past two years, there are some adjustments in MatchU code from product development, marketing, user retention, and organizational structure. First of all, on the product, MatchU code is still more cautious for the whole category development of men's clothing. More attention is paid to polishing products and introducing boutique.

"In terms of category development, we have experienced many stages from online to now. In the middle period, we expanded a lot of categories, and finally found that the supply chain was under great pressure. Now we are very cautious in terms of product expansion. Before each product is launched, it will test the core users, and the small batch users will go to the market in large quantities after using the problem.

Wei Xin told the media that at present, the category of MatchU code is still dominated by men's consumption scenes. Products are concentrated on shirts and casual pants, while others choose products that meet men's one-stop shopping needs, such as coats, polo shirts and T-shirts. "The logic of this category development is partly based on our development and on the other hand is based on the feedback from our users."

In terms of business promotion, MatchU code is still trying to create a more complete sales channel. Wei Xin said that whether in external marketing or supplier selection, MatchU codes are still moving in a more precise direction. "For example, we are now under the pilot line of the Chi Chi energy cabin, and have made an attempt to transform the surrounding users, all based on the user portrait of the product, adding more precise channels."

It is reported that last year, MatchU code has also tried to advertise in WeChat's circle of friends, but this year, the marketing channel of MatchU code will be more accurate. "Last year's market strategy was to find users in the channel, so we will see that MatchU codes are still advertising in various channels. This year, we conducted a channel orientation from the user direction, from users' channels, preferences products, favorite applications and other application levels to locate users.

Wei Xin said that the MatchU code is still under line promotion attempt, which will be a key direction in the future.

At the same time, the MatchU code is also changing in terms of user retention and transformation. From the wide spread network (including WeChat, today's headlines, Guang Dian Tong and other channels), it is now transformed through funnel mode, first acquired, then retained, and then transformed.

"Now we have kept it in the most important position. Different channels, different users access to us, what kind of way to stay, this is the change in user acquisition. We are now building Koc -- the core user communication, that is, making our core users a new channel for our brand communication. "

"Users retain this, now our innovation channels and business channels will be more diverse, will also be based on the user flow pool way to stay users."

In terms of team structure, Wei Xin believes that the MatchU code will be more concerned about the whole company culture and company organization regulations than before.

For the logic behind the change, Wei Xin expresses the view that MatchU code is still paying more attention to user experience. The core indicators of the company are set around the net recommended value of NPS users, that is, using household registration monument, to grow around the user experience. "MatchU code has always been a platform for the industry side, will continue to do better customer service, do well in industrial services."

On the basis of these changes, what are the priorities of the company this year? Wei Xin told the media, one is to make the overall layout of the online and offline channels. "We now focus on pushing down the intelligent energy capsule online. Some key business areas and key brand lines in Shanghai and other parts of the city have been launched. The two is to expand the B side, so that B end enterprise customization can promote the growth of the company through word of mouth.

New thinking of industry: order driven supply side reform

Wei Xin believes that the industrial Internet will restructure the traditional industries from the user side, re organize the production factors around the users, but the core is the transformation of the supply chain. The C2M platform that MatchU code is now doing is trying to link the user side and the supply side in depth. It is embodied in user side demand collection and intelligent transformation on the supply side.

In terms of user side demand collection, Wei Xin said that what the company is doing now is to collect data through advanced technologies of various Internet applications, and users are more personalized. MatchU codes are still trying to satisfy them.

On the supply side, we need to deeply bind the needs of users and the needs of the supply chain, and make the supply chain more intelligently upgraded and improved through large quantities of orders.

"The value of users is increasing, and the growing orders will push the supply side of the supply chain to make intelligent transformation, such as upgrading of plant equipment, or intelligent control of the structure and intelligent production line."

Wei told the media that if a good factory has not yet reached the intelligent level required by MatchU code, MatchU code will help them to do intelligent transformation, upgrade the information production process, and help these factories accomplish stable transformation through output orders.

Wei Xin said that at present, MatchU code has made some attempts, and the results include two parts.

One part is the online matching of users' demand and supply side. The user's order can be directly passed to the production line through the system of MatchU code, and the information on the production line can be fed back to the user, and the user can see all the production processes.

The other part is the integration of user feedback and supply satisfaction. The traditional clothing brand will design the products of next autumn and winter this year, and then the products will be released to the market before they can get user feedback. Users' demand feedback and production on the supply side are basically faulting, resulting in dissatisfaction with products produced by brands and factories.

"Now, through our platform, user feedback can arrive directly at the factory, and the supply chain is synchronized with the MatchU code's speed of user feedback so that the market's problems and needs can be exposed more quickly, forcing the supply chain to respond more quickly to user needs."

In the view of Wei Xin, under the tide of industrial Internet, the customized mode of MatchU code should be large-scale, and a topic that can not be changed is to transform the supply chain, and drive the supply side improvement through consumption side orders.

　 Future trend of garment customization industry: personalization + scale + popularity

From the point of view of the platform, the future development of garment customization is optimized. The intelligent supply chain and supply side can fully meet the large-scale personalized demand side demand, and the cost is not high, customization becomes the mainstream. Wei Xin believes that this optimization has three main directions, including personalization, scale and peace.

One is more personalized. Besides the customized requirements of size and size, users will have higher customization requirements. This is followed by the development of garment customization. With the popularity of users' personalized demand for products, their acceptance of brands will decline.

The second is scale. Clothing customization has existed for a long time, but it has always been a form of operation for small workshops. Small customization can hardly affect the supply side. Only after customization is large scale can the customization of garment industry be pushed to a new stage.

The third is civilians. Populace and scale are complementary. Once scale is over, the cost of customization will definitely decrease. If the price is not smooth, or the state is relatively high, it is difficult for users to accept the form of customization on a large scale. In the future, customized products will gradually become the same price as today's popular products, so that the general public can afford it. This is a trend.

In Wei Xin's view, to achieve this kind of optimization, we must first make the reform of the supply side, and the supply side should make continuous progress to keep up with the individualization of the demand side, and the cost will also be reduced.

Second, consumers should slowly accept customized forms, making customization a daily consumption form, rather than the current auxiliary consumption. "For users, they think customization is still a very expensive thing. It does not take clothing customization as a daily consumer product to look at it, but it still takes time to think of it.

Third, more industry customization platforms like MatchU code are needed to expand and promote the development of the whole garment customization industry.

Finally, the upstream and downstream supply chain network needs to be built and completed. Wei Xin believes that the supply side should form a supply chain network in the future to form a netted ecosystem instead of the "point to point" service, so that all participants can not join it. Only when a large-scale supply chain network ecosystem is formed will large-scale customization be supported.

In the form of garment customization, if the future can not only meet the individual needs of users, but also meet the large-scale production of the supply chain, so that customized behavior can be run in low cost behavior, and users can fully accept personalized customization, then it will become a main stream from daily assistance. This is also a great opportunity for MatchU code. " Wei Xin said.