When will the costume custom be launched in the new consumption era?
The concept of customization has long been preserved, which makes most people mention clothing customization. There must be some concepts related to traditional high-end clothing customization, such as handmade, high-grade style, high price, etc. in their minds. It is not surprising that the platform channel for mass market customization is rising, but the outlet is still far away. It can be seen that in the field of domestic clothing customization, online clothing customization platform + traditional off-line customization stores and ready-made clothing brands co-exist. The following are three aspects of the field of garment Customization:
Core points:
1, how to define garment customization? What are the domestic online apparel customization players?
2, how should Online Custom players and traditional offline custom players develop?
3, why is there little capital in the garment customization?
Redefining clothing customization
First of all, we must distinguish between high-level customization and light customization (mass customization). Real high-level customization garments are all hand-made by top tailors. Therefore, the high cost of hand-made determines the high price of high-level customized garments. In addition, traditional high-level customization already exists, one-to-one decision. The system makes it face a limited number of people, limited orders, from design to fabrics, styles, crafts, formats can not be modeled, and this group spent time and labor costs to get their own clothes, must belong to a small number of high-end groups, in order to make themselves different, which also determines the high-end clothes. Customization is difficult to cover the whole market, especially in the Chinese market. In recent years, the main players of light customization are emerging.
Garment customization enterprises
At present, Yibang people, MatchU code Shang, custom-tailored and interesting men's wear enterprises, which have received capital attention, have common features in the main men's wear customization, while the main categories are suits and shirts. Established in 2014, Yibang people should be the top player in the field of online clothing customization, and complete the B-round financing in 2017. Recently, Euro 100 million exclusively reported that MatchU codes devoted to light customization have also completed three rounds of financing of Pre-A, A and A + in one year, aiming at creating a new male consumption mode in 2015. Product customization is focused on men's shirts customization. Fang Qin, founder of Yibang, sees the trend towards lighter and more affordable fashion customization in mainstream China. Qian Baoxiang, founder of MatchU Code Shang, thinks that fashion customization is a personalized service for consumers.
It is undeniable that for consumers, customized clothes are a way of experience and a way of purchasing clothes. Customization of customized players or garment brands can reduce inventory pressure to a certain extent. Yu Lida, the founder of customization, believes that there is no inventory for customized clothes. For example, it is based on 3D volumetric technology and C2M mode. The factory can directly obtain orders from consumers, and the factory can produce the orders after the order is successful, which really helps to prevent the backlog of inventory. At the same time, we can see that clothing customization can not be separated from the acquisition of user's body data and customized production. Zou Lucky, the founder of private tailors, also believes that clothing customization is a more advanced mode of sales before production. At present, traditional apparel enterprises, including Jagor, Red Collar and Newspaper Bird, are making intelligent manufacturing to realize customized production of single-piece flow. When customized production is realized, the production data of single-piece flow can not be produced according to specifications. At this time, it is necessary to collect and manage the shape data of consumers. It is difficult to determine whether garment customization can lead to the change of garment industry.
Men's clothing customization is favored by
At present, clothing custom production is concentrated in men's clothing and ready-made garments. It is undeniable that men's wear category is the easiest point to cut into clothing customization, especially in the production of suits, shirts, casual pants and other categories. It is difficult to achieve large-scale customization of women's and children's wear at present. But when the men's custom market is saturated one day, what are the directions for customized players?
After a dialogue, Euro learned that men's shirts and trousers are high-frequency demand. Generally, users who choose to customize clothes have higher requirements for the size and quality of clothes. Yibang people start from men's suits and expand to shirts and pants, overcoats, etc. Weishang uses 3D technology to cut in from men's shirts, and customization of products is only specialized. Note on men's shirts without expanding other categories, so shirts seem to be the preferred category for costume customization players. According to statistics, men buy Shirts 4-5 times a year on average, compared with the low frequency of suits. However, industry insiders believe that the customization market is in the exploratory stage of development, the market has not yet fully opened, so it is not necessary to consider the saturation of the men's customization market.
The determination of category is also enough to see that clothing customization is also mainly in the ready-made clothing market, which inevitably has an impact on the brand of ready-made clothing, and clothing brands also have the trend of customization. The number of users accumulated by ready-to-wear brands in the past decades is much higher than customization, but the speed of style updating and fashion are difficult to keep up with the pace of the times and the consumer demand of the new generation; the mass production of factories can be produced and sold at one time, of course, the high volume will undoubtedly increase the pressure of inventory, once it can not be sold, it will also be smashed in. Your own hands. But clothing is mainly made up of stores. Customization in clothing stores has obvious value for consumers.It can strengthen the relationship between seller and buyer and increase the opportunity of follow-up contact. Therefore, garment brand involved in garment customization is not only a confirmation of customization demand, but also an initiative to reduce inventory. Some people in the industry believe that it is an inevitable trend for ready-made clothing brands to enter the fashion customization, but the sales model and traditional consciousness of ready-made clothing are deeply rooted and have formed an inherent impression in the hearts of consumers. Perhaps it is not certain that ready-made clothing brands and clothing customization platforms have the opportunity to achieve integration and development.
Take the suit or shirt as an example, there are usually five standard codes, and the diversity of men's body shape often appears the phenomenon of clothing mismatch. At this time, it will be found that a suit of clothes is necessary for them. Customization of clothes is also concerned and recognized under the psychological effect of consumers'higher demand for clothes. In addition, with the passing of years. The rise of the young generation of consumers, whether sports, leisure or fashion clothes, consumers are pursuing personalization and fashion sense. Clothing customization in addition to meeting the fitness, by embroidering the name on the customized clothes or symbolizing their own design will make them feel different and thus meet the personalized psychological needs. Yulida believes that costume customization has the advantages of good cash flow, no inventory, deeper interaction with customers and stronger stickiness of consumers.
In view of the fact that the clothing customization track is still in the primary stage of development and accumulation of experience, more players are needed to enter the track to expand the market. After all, different forms of players participate in different ways is more conducive to explore the appropriate development path. However, at present, the most important thing is to change consumers'consumption perception, so as to improve market perception and cultivate consumption habits as soon as possible.
Online and offline customized player development
Looking at the whole field of clothing customization, in addition to online clothing customization players, offline traditional clothing customization stores can not be ignored. There is no so-called Internet customization, which can be called online customization service providers. Compared with the traditional online clothing customization stores, online order, technology application and clothing production methods are different. Traditional customized stores should locate specific groups, enhance professional ability, provide unique experience, and build their own moat only when they are small and beautiful; while Internet clothing customization has obvious advantages in low-end pricing and large-scale customization, but it still needs to work hard on customer acquisition efficiency, repurchase rate and professional level.
In addition to the application technology, such as Yibang people, custom-tailoring and traditional clothing customization have their own tailors in the same place. The tailors are not equal to tailors, they are only responsible for the measurement of the body, not for the production. As far as customization is concerned, the surveyor is the most powerful channel and weapon to contact customers. The stability of the surveyor affects the customer experience. At present, it has 500 surveyors. In the next three years, the number of Surveyors will be increased to 10,000 in 300 cities nationwide. Yu Lida believes that the most important thing is to customize clothing. It is the volume division, the idea of technology instead of volume division is not ideal.
In addition, online customization service providers have better cost-effectiveness in the production process than traditional clothing customization stores, because factory machine manufacturing will improve productivity and efficiency; while traditional clothing customization is more done by shop form or old tailors by hand, and high labor costs also determine that clothing pricing will be higher. From a certain point of view, online clothing customization players are conducive to quickly touch consumers, it is difficult to achieve a higher repurchase rate, and there is no large area to do offline scenes, after all, the cost problem is difficult to face.
For the development trend of Internet players and traditional clothing customization and whether or not offline scenes, some insiders believe that online and offline integration is inevitable, because online platforms are convenient to reach users quickly, offline advantages lie in strong experience perceptible; others believe that online and offline players will be more competitive than online and offline players. Because they exist by differentiation, there are differences in customer positioning, brand tone, price positioning, service experience, regional culture and so on. Yu Li Da believes that it is not necessary to distinguish between online and offline. In the future, online clothing customization players also need to experience scenes offline. The so-called Internet clothing customization can be understood as the use of Internet tools by customized enterprises. Traditional clothing store customization is increasingly managing supply chains and customers through mobile Internet tools.
If clothing customization becomes a popular consumption mode for future consumers, then for Internet clothing customization players, innovative customization methods with the help of the Internet and technological advantages will bring new consumption experience for consumers, but the high cost of customers or the slow speed inevitably makes people doubt the problem of money burning behind them. Traditional costume customization players can communicate with consumers close enough to turn them into loyal users, but the high cost of stores and limited orders are the difficulties that limit their rise.
Clothing customization rarely has capital in
Sharing bicycles and no-one retailing are instantly becoming the favorite outlets of capital, but the fashion customization outlets have not arrived yet. At present, the players in the costume customization are entering one after another, but the number is not large; consumers pay attention to it, but users'customization consumption awareness and habits are in the initial stage of cultivation, and they have not yet formed the habit of real mass consumption.
Qian Baoxiang also believes that mass customization requires capital to enter the market for bottom reform and market education.Just because the customization area is not small, why is there only two progress on the financing road? Euro billionaire thinks this is a sign of immature market. After all, how can only a few players in a big track mature the market? There are still some shortcomings in this field, such as inadequate basic service capacity and relatively small market size. However, the volume of capital is certain. Investment institutions are more willing to gamble on the big track, so investors have their own advantages. It will not give more attention.
Capital pays attention to and completes the investment. Frankly speaking, using capital money to fill the high cost. Although customization of clothing has been established for more than two years, financing is still in the angel wheel stage. It seems that customization of clothing is not an indispensable track for financing. According to the analysis of Yulida, customization of clothing is mainly in the field of refinement. Rather than capital driving, the final challenge is supply chain and operational capability rather than capital. Clothing customization is a long-distance running project. It is not suitable to expect a step-by-step ascent to the heavens. On the contrary, the influx of capital is not conducive to the development of the industry. ”
In summary, the field of clothing customization is in the situation of unfashionable outlet, too few players, few capital entry, and customized players seizing the men's wear market; and it is time to train consumers to accept clothing customization and more players to enter the market to make the market bigger and mature. For example, if clothing customization becomes a new consumption mode for future consumers, for Internet clothing customization players, innovation of customization mode with the help of Internet and technological advantages will bring new consumption experience for consumers, but the high cost of customers and the difficulty of increasing customers will make them burn money to fill the loopholes. Custom clothing players can communicate closely with consumers to become their loyal users, but the high cost of stores and limited orders are the factors limiting their rise.Therefore, online and offline integration can be seen as a trend.
