Beijing Cool Gentry Clothing: Password Customized Old Industry To Revitalize New Vitality

　　 Tailor Through the old glasses customer After looking up and down, he took the roll of soft tape hanging from his neck and began to measure it on the customer who carried his arms mechanically like a puppet. From time to time he lowered his head and wrote a few notes on his notebook.

In Beijing, in the western suburbs of Beijing. Cool gentry Costume In the office of Huang Yuenan, general manager of the limited company, when the expert who first studied the clothing mass customization began to talk about costume customization, I saw this picture in my mind.

Huang Yuenan told me that not everyone is. model It's hard to get the right person with stature and stature. clothes Clothing customization can enhance strengths and circumvent weaknesses and meet the needs of different stature. In addition, customers can choose their styles and fabrics according to their own preferences, or even embroider their commemorative words and symbols to customize a garment that is entirely their own. This is the biggest attraction of costume customization.

However, the traditional garment customization industry, which is cumbersome and expensive, has become the exclusive of a few people nowadays. How can we integrate massive personalization and scale it at a lower cost? production It has always been the direction for the clothing industry to explore. After sixteen years of exploration, Huang Yuenan summed up the mode of "e-business + dimension database + industrialized production", which made the traditional garment customization industry full of vitality.

　 Tailored to make the soft rib

"A person like me is not very tall, but he has a big stomach, so he can get in a big belly, but it is not suitable elsewhere. To buy a trumpet, it is suitable for other places, so the belly is not buttoned up." A middle-aged fat friend said that buying clothes is a bitter water.

This is not a case. According to Huang Yuenan, a clothing professor has published an article pointing out that people are of different shapes, but the size of clothing is only a few. According to the research of cool clothing company, take men's shirt as an example, only 64% of the people can get the shirts that fit together in the market, 29% of the shirts bought in the market can only be worn, and 7% can't buy the right shirts at all.

In addition, with the improvement of people's living standard, the individualized demand of clothing is bigger and bigger, and because of the small demand of the individual clothing, the stock is easy to be formed if the enterprise is not well controlled. Therefore, the traditional clothing enterprises are more willing to focus on the size and color of clothing on the public.

Although there are many custom-made companies on the market, customization often requires tailoring, which requires the creation of a physical store. If the entity store is too remote, it will not be able to net customers. As a result, men's clothing is often custom-made in high-grade business district or office area, and the high cost of land rent has to be spread equally into clothing. The vicious circle is that high prices make it difficult for storefront customers to form a scale. No scale can be formed either in fabric purchase or in print or manual. The most important thing is that no scale order is generally produced on the production line of small factories, and the quality is difficult to guarantee. As a result, the current tailoring business is moving towards a hand-made and luxurious niche route or low quality.

　　 Database analysis and extraction of ciphers

Huang Yuenan's cool gentry clothing company is a business made up of tailor made garments. Now it has become one of the largest group clothing customization enterprises in Beijing. Every year, it receives many customers who come to the workplace and tailor their businesses. Although the group customization business is stable, the gross profit margin is not high, and the competition is fierce. In order to make greater use of the advantages of customization and make his customized resources more useful, Huang Yuenan has always wanted to develop personal clothing customization business. But how to solve the problem of setting up shop and measuring volume has been troubling him.

E-commerce can solve the problem of high cost of opening stores. However, it is obviously unrealistic to let the customers themselves be measured. A simple garment needs more than a dozen sizes, collar, shoulder width, chest circumference, sleeve length and so on, so that non professional customers can measure these dimensions one by one.

The clothing professor's article has given Huang Yuenan great inspiration: since the existing clothing size is too small, can we solve the problem with more sizes?

After more than ten years of group dress customization, Huang Yuenan has accumulated millions of body sizes. Huang Yuenan began to analyze these data systematically, and put these data into very spaced size groups. The size group contained all the dimensions needed to make a garment. Each group of sizes was actually a clothing size. Finally, the three most common scales were found to represent the pattern. Customers could only determine their size by providing the three most common sizes, and the rest size did not require customers to measure themselves. Taking shirts as an example, users only need to measure height, shirt collar and net chest circumference (nude bust), and then input data into the customized page, then create a shirt size on the front desk and back stage, which can automatically correspond to a dozen other sizes required by the template designer in the background.

In October 2009, Huang Yuenan built the "brand" personalized menswear customization platform online. After a practical test, for a garment variety, only about 3000 sizes can be made, and more than 95% of the people can dress properly, while the rest need to provide four or more sizes. He called this method a code customization method (that is, using a compact clothing size instead of the traditional custom tailoring method). Customers can tailor three common sizes to make the traditional tailor made digitalization. {page_break}

　　 Standardized production of personalized clothing

The Internet is characterized by the integration of massive personalized needs. But in Huang Yuenan's view, massive personalized demand can only be met through large-scale and standardized production, because only large-scale production can meet the massive demand. Only standardization can guarantee the quality of large-scale production.

Huang Yuenan said that the production of brand men's clothing is controlled by a full set of electronization. Their self developed eTailor system (electronic tailoring system) has been used for more than 10 years, ensuring product scheduling, ensuring order arrangements, and ensuring accurate information transmission. Secondly, they use the CAD system to design and CAM system to tailor, a large number of professional sewing equipment, highly flexible professional pipeline and skilled staff are the key to ensure the quality of customized clothing.

In the playing room, I see that the front desk customer input three sizes in the background of more than a dozen of the size will appear in the template teacher's computer. According to these data, the automatic cutting bed will cut the cloth into various parts of the garment, and each piece of cloth has already painted the seam position. The workers on the assembly line only need to produce according to the seam position.

Huang Yuenan said that such a workflow is not personalized and impersonal for assembly line workers. At present, orders received through the licensing website are increasing every month. He also specifically refers to a production line to introduce a special line of type cards.

After more than ten years of accumulation, there is another advantage of the brand menswear, which is the accumulation of a large number of high-quality fabric suppliers. Huang Yuenan pointed to several patterns of shirts in the model room and told the writer that the price of the shirt with this material and suit is at least 2000 yuan in the shopping mall. At present, the type brand integrates all kinds of fabric business resources, and even allows users to send free samples of fabric samples for customers to choose. Many of the colors and styles that are not common in the market can be found on the website.

In order to make customers feel at ease, they promise to return goods unconditionally. Such a service promise has never been seen before in the apparel customization industry.

Of course, such production process makes the unit price of the card not low, and the unit price of each product ranges from 300 yuan to 1000 yuan. But to Huang Yuenan's delight, the stickiness of customers is very high. Less than two years after the establishment of the website, sales are getting more and more popular.