Do You Want "Fast" Or "Slow" Clothing Customization?

< p > first choose the "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "style on the Internet, then enter two or three size data. After submitting the order, there will not be a few days of customized a target=" _blank "href=" //www.sjfzxm.com / "> clothes" no "will be delivered to the door, this change to the traditional shop custom" custom-made ", because the customer service experience has been more popular.

With the emergence of Online Custom Brands such as Evo, Mens men, Jim brothers and so on, competition in this field is gradually rising.

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< p > for this reason, ID G partner, Yan Sheng, who is concerned about fashion consumption, said in an interview with reporters that she agreed with quick customization, because domestic consumers generally couldn't wait, unless it was a high-end customization, otherwise an ordinary custom made dress would surely hope as soon as possible.

At the same time, she pointed out that although online customization is convenient, the lack of direct interaction is not necessarily superior to the high-end tailoring shop below the line.

And the chairman of single kernel information, Mr Ren, has reservations about the strategy of "slow down". He told reporters in Nandu that customers are not quick to customize, but that the final product is suitable for themselves, and that the pursuit of fast pursuit may make customers feel untrustworthy.

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< p > < strong > fast and slow > /strong > < /p >.

< p > according to the statistics of wealth quality, there are more than 4000 customized brands in China, of which online apparel customization is still in its infancy.

Evo entered the market earlier, aiming at the 80 and 90s personality families, and began to plough South China from 2007. The brand men's clothing was developed by the parent company in the traditional custom, and the Internet was used to develop the customized market for business people. But Jim brothers and ESDA's smart tailors are the later show.

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"P" is different from traditional customization in terms of "slow work and meticulous work". Online customization mostly takes "quick customization" as a selling point.

Jim brothers, a custom shirt can be completed within 30 minutes, within 48 hours to reach Beijing, within 72 hours to reach Urumqi, if it is located in the factory in Wuxi, and even can be done at the same time, and the Sida also promised that the customer orders after 72 hours express delivery of good clothes.

Jim brothers CEO Wu Jianke told reporters that quick customization will undoubtedly challenge the supply chain of enterprises, but customers need high efficiency and high quality cost performance. He feels the need to quickly optimize the experience.

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In comparison with P, Mens men wear the "slow customizing" route. Customers can only get the finished products in about 20 days after placing orders. The peak season may be a little later due to insufficient production capacity.

Model CEO, Huang Yue Nan, told reporters that how long the time is not the most important thing to deliver, the most important thing is whether we can deliver the goods on time. This is also a problem that is beset by the custom-made industry. Extending the delivery time is more conducive to more punctuality.

"The premise of quick customization is that the capacity of the enterprise is greater than that of the customization, and the capacity can not be improved. The actual operation of the enterprise is difficult to accurately calculate the matching relationship between the production capacity and the customization quantity, so there is room for more insurance."

Huang Yuenan said, in fact, customers understand that it takes time to customize clothes, and it is not necessarily short time to be competitive.

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The shortest delivery date of P is 5 days, and it belongs to medium level in the industry.

"Quick customization is not impossible. The question is whether companies are willing to do it."

He Guanbin CEO told reporters that short time means high cost, which depends on what kind of cost the company wants to compete in the market at this stage.

He said he will strive to deliver 3 days or so in the next few years, but it will not be faster. He would rather focus more on product design and development and brand management.

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< p > Zhou Ting, President of the Institute of wealth quality, analyzed the trend of quick response, but the premise is to achieve certain industry accumulation.

She believes that in order to achieve this goal, we must rely on strong production capacity and service capabilities, and large customized service providers, such as long-term suppliers of raw materials, and advantages in channels.

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< p > < strong > plate size "password" customization < /strong > /p >

< p > most of the advanced customization is single piece production, and the growth of enterprises needs rapid scale.

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< p > Jim brothers, started with advanced customization, are launching the brand positioning of the public.

Unlike the main brand, it costs thousands of yuan to customize a suit, and the price of the sub brand is hundreds of dollars.

Wu Jianke told reporters that high-end customers actually do not waste time on the Internet. Compared with products, they prefer to provide services one by one, customized businesses to scale development, or rely on the mass market.

"Online customization is a false proposition."

Yan Qi Sheng also believes that the Internet is characterized by mass purchase and sales, and the mainstream population of the Internet is also more sensitive to price and is more suitable to take the mass line.

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< p >, how can this mass customization be realized?

Single kernel told reporters that the surface is to provide customers with the size, in fact, with the help of big data for users to match the pre designed version.

For example, the United States has a customized website called myshape, which divides all the human body into seven types, and each body is subdivided into 4-5 sizes. It has been able to meet the needs of more than 95% of the market.

Behind the "password customization" of the brand men's suit is also the layout. They have refined the clothing size to nearly ten thousand, and each of them has prepared the garment pattern beforehand. After the customer orders, he makes minor adjustments according to the actual situation.

Huang Yuenan, CEO, told reporters that their repair rate was around 3%, compared with the traditional custom business, which has been at a relatively satisfactory level.

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< p > but after all, not every edition is suitable for customers. Jim brothers go further in the dimension accuracy, using the way of "one person, one edition", that is to set up a version for each customer, and it can not be reused after use.

"It is very difficult for enterprises to scale quickly."

Yan believes that more accuracy means higher costs, and that consumers consider more cost performance, which can lead to an increase in the number of customers.

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< p > < strong > fans interactive preselection style < /strong > /p >

< p > the rigid requirement of clothing customization is fit, and personality is advocated later.

Evo's design team launches new designs for customers every season, and some details, such as simple splicing parts, buttons and color change, can be opened to customers for personalized adjustment.

He Guanbin told reporters that with the current consumer awareness of customization, simple style customization has already been able to meet the demand.

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< p > for this, Zhou Ting pointed out that most of the enterprises still remain in the prototype of customization. The choice of style customization is too limited, and the updating speed is not fast enough. She believes that the reasons behind the failure of a target= "_blank" href= "//www.sjfzxm.com/", "designer /a" shortage, production and service capability are not keeping up.

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< p > "the limitation of customization is that SKU can not be too many, otherwise the supply chain will not be able to keep up."

In fact, like the fast fashion brand ZARA and H&M, there is already a mass customization flavor. They have a sales feedback mechanism, and the salesperson collects customer needs and opinions. Designers accordingly launch monthly new styles that cut the trend of the trend; compared with the fast response and diverse styles of fast fashion, mass customization does not seem to have many advantages.

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< p > Yan Cheng Sheng suggests that we can refer to some practices of Amoy brands, upload diversified designs on the Internet as preselection, consumers can participate in some designs or make suggestions, and then enterprises can choose to sell mass production with lower cost and larger profit space through the accumulation of sales data and customer data.

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< p > < strong > extension line store flow < /strong > < /p >

< p > since online order + courier delivery can be customized, is there still a need for offline stores?

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< p > Evo has been insisting on online and offline synchronization, and plans to expand the scale of stores, dozens of homes.

In an interview with reporters earlier, He Guanbin said that the market of garment customization for ordinary white-collar workers is large enough. Now we must quickly establish offline stores in major cities, cultivate consumers and achieve brand expansion.

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< p > but there is no entity store yet. However, Huang also agrees with O2O to help enterprises develop. On the one hand, they use the Internet to provide convenient services, collect and analyze customers' needs, assemble customized customers, and on the other hand, physical stores can be used for senior receptions and satisfying consumption habits, and they are irreplaceable.

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"P > but Wu Jianke has a different view.

He believes that whether or not to develop a physical store depends on whether consumers really need it. Imagine: the pressure of opening a shop is not small, but there may not be a few guests coming in one day. Finally, these costs are passed on to customers.

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< p > "saving rent can bring down customized prices. I think this is a mistake."

Zhou Ting told reporters that the promotion cost of the actual on-line business is extremely huge. The early online customizing enterprises are often unbearable. It is better to grasp the promotion channel of the store, and the stickiness of the customers is only based on the online mode. All kinds of interaction of the experiential shop also help to improve customer loyalty.

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< p > Zhu Hui believes that the O2O mode of online customization and offline trial is the complete consumption experience.

He suggests that enterprises can see what cities the orders come from according to the traffic of the website, and then open a store in each core area, just like apple does experiential shop.

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< p > single Ren pointed out that different levels of customers need different services. If the enterprise is doing high-end customization, it is better to use the experiential shop to provide customers with comfortable environment and personal service, but if it is custom-made, it may not be necessary. Not many people will go to the store for hundreds of dollars of clothes.

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Zhou Ting also disagrees with the pure online mode. She believes that it is more conducive to the establishment of customized brands and the improvement of customer loyalty by opening up experience shops, online and offline interaction in a planned way. P

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