How Far Is Internet Clothing Customization From Scale?

From "flow" to "quantity left"

How far is Internet clothing customization from scale?

Internet apparel customization market has entered the market in recent years, including Ali, Jingdong, Mito, vip.com and other Internet Co have tested the water "clothing custom" market. Recently, the volume customization was held in Guangzhou to launch the "brand strategy upgrade conference". The volume PLUS series was launched, and it was announced to enter the whole stage of men's clothing customization. The product customization was provided by C2M (Customer-to-Manufactory, the Chinese referred to as the "customer to factory") mode, which provides uniform service for men's shirts. In the field of Internet apparel customization, the four year volume customization is a few profitable enterprises. Yu Li Da, the founder of quantity customization, points out that the customized market can be divided into traditional customization and new customization. The traditional custom is the existence of "scale economy" problem in the physical store, and many of the Internet apparel customization is based on the way of Internet start-ups -- entering the burning mode, getting the customers through financing and advertising, and then refinancing to get bigger customers.

Start the whole series of men's clothing.

Li Shujun, Tmall clothing director, has said that the future direction of the suit business is vertical electricity supplier + online customization + offline experience shop. Tmall will take advantage of its own advantages to help suit brand development O2O project, and introduce online customized customers to offline stores.

Jingdong has also launched an e-commerce clothing customization business. Jingdong's clothing customization will move the customization process modularized and move to online. In addition to allowing consumers to choose online including dimensions of clothing styles, fabrics, styles, sizes and decorations, it also provides O2O based and LBS location service models.

Data show that luxury clothing needs to be fitted and modified to account for 35% of the garments. According to McKinsey 2017 China luxury consumption report data, the total amount is 10600 billion luxury consumer market, clothing accounted for 64%, for the high-end seamless clothing market, this is a trillion dollar opportunities, on the other hand, clothing customization is also full of opportunities.

In the increasingly fashionable clothing custom market, the early intervention of volume customization recently launched the PLUS series. In the PLUS series, there are not only high-end shirts, but also Italy imported fabrics, and high-end polo shirts, and so on. This also means that the volume customization opens the whole era of men's clothing. Yu Li Da pointed out that in fact, the customized market can be divided into traditional customization and new customization. Traditional customization is the entity store that you see, but the problem is that this form is "uneconomical", the cost is very high, so the price is very high, and the new customization is the way of Internet customization. From the current market situation, the annual sales volume is over 100 million and the profit is very few. Many of them are walking the way of Internet Co -- entering the burning mode, getting the customers through financing and advertising, then refinancing to get bigger customers.

The mode of quantity customization is from the "flow" to the "quantity remaining" mode. Compared with the smashed money marketing, the quantity customization chooses to give profit to the quantity teacher on the platform, and completes a customized quantity teacher who can get at least 1/3 of the profit, thus motivating the quantity teacher to retain the customer with better service. In the past four years, 1 million 500 thousand customized shirts have been sold and 500 thousand users have been accumulated. The landing service has covered 110 cities. And 80% of the quantity users are introduced by friends.

"Three high" standards for Internet apparel customization

According to statistics on quantity customization, less than 30% of Chinese men can buy matching shirts. Most men can't buy shirts that are really fit in the traditional clothing market. At present, China's middle class men are the mainstream rational consumers. They have the ability to identify good products and good services. Because of the cost of inventory and storefront, the traditional clothing industry has caused the terminal price increase rate to be too high, which leads to the fact that the price of garments sold by traditional channels is not high. The C2M mode adopted by the quantity goods not only achieves zero inventory, but also pays more attention to the price.

"The most serious problem in the domestic apparel industry is inventory. Inventory has eaten a lot of profits from traditional clothing brands. According to Yu Li Da, the biggest innovation of the C2M model of quantity is to abandon the traditional supply chain mode of clothing, and turn the spot model of clothing into a futures model, that is, to know in advance what the needs of consumers are, and then to guide production and to trigger factory production in response to the needs of consumers. Specifically, it is the quantity volume division who receives the customer's appointment and then visits the customer to measure the volume, then sends the data back to the factory in time. After the factory completes the personalized production, it delivers the product directly to the consumer, without any unnecessary links, so it can achieve personalized and flexible production. Up to now, the quantity shirt has been completed more than 800 iterations, and the pants have completed more than 200 iterations.

For the new customization represented by Internet customization, if we do not realize the large-scale customization, the so-called customization is the false proposition. "When we first started, we only had 30 to 40 shirts a day, and the cost per item was six hundred or seven hundred. If my supply chain is inefficient, I will have to press the cost to customize the goods close to or lower, so the cost of customization will be more than twice that of traditional products. To tell the truth, this customization is not viable. " Yu Li Da said that until now there was no financing plan for volume customization, but volume customization had already made profits. "The secret of profitability is not advertising, shops, inventory, factories. Yu Li Da pointed out that the "three high" in the Internet customized market is crucial: high quality, high cost performance and high convenience. The starting point should be low, starting from the most basic products. Quantity is a business model from a single product into the market and needs to be deeply cultivated in the industry chain. In the future, volume business will extend from garment customization to customer's overall image matching solution, truly from single product customization to a full range of image customization.