Brand men's clothing: clothing to complete the online customization
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Large database support + type + + + + + model carefully designed professional management, is the brand to complete online custom clothing magic. Can you imagine customizing clothes on the internet with 3 pieces of data? On the website of the men's model (hereafter referred to as the "model"), the "password customization" 4 words jump into the line of sight: you simply enter a few simple dimensions online Data, website database can calculate your data, and quickly match all the details you need to customize the size. "3 data customization" to break the traditional garment industry "cumbersome" customized model. In the fashion industry, customization from west to east has always been linked to "high level and complex". But for now, set noble identity and superior products in one of the high-level customization, in the commercial trend is really helpless trend, such as Chanel, Christian Dior, Givenchy and other major brands have also tried to get rid of their original unattainable Style, began to show some affinity to the public strength. "Type card to do is the high-end online customization. The Internet is civilized, but the custom is not. Style is the custom-made high-definition specifications and prices down some, and then through the Internet to cover more consumer groups." Type CEO, Beijing cool gentry Garment Co., Ltd. (hereinafter referred to as "cool gentry") General Manager Huang Yuenan told "entrepreneurial state" reporter. Not necessarily a luxury, but very particular. Positioning brand is between advanced custom and ready-made clothing production. And its ease of customization online, hoping to "meet" the needs of urban middle-class life customized services. Popular drama "Let's get married" in the actor Huang Haibo a lot of dress styling is provided by the brand sponsor, the type of brand hope to use clothing to co-locate some of the promotion for the positioning of the project. "People generally do not quite understand this production concept in terms of philosophy." Huangyue Nan admits that "market acceptance has always been a shortcoming of the brand model." Insiders are also paying attention to the official network model because it can be tested offline It is a big challenge to lead the traditional habits of being online. The brand belongs to a large group custom clothing company - Beijing cool gentry Clothing Co., Ltd. under an online custom product line. "From the founding of cool gentry into the field of clothing, I have done in this industry for 17 years now launched with the data customization on the Internet, without artificial de-body, not to say that the industry has never been, I say so my heart Jumping. "Huang Yue-nan, wearing a pair of black round-rimmed glasses, is wearing a casual suit of his own brand," but this is a matter of principle. As it turns out, we can indeed support this mode of operation with a complete data system. "A piece of clothing, more than ten thousand types of type cards will be the Internet and the traditional combination of custom clothing, playing the slogan is: do not have a professional body weight can be custom body fit fit men's. "You can also say that we have found a password that will make people dress better," said COO Shi Chunlei, a journalist. The so-called password customization, that is, the client to replace the tailor in the past, according to the guidelines of the site personally measure the amount of steps to obtain the size of the data, the next single through the site after the intelligent system interaction data analysis, processing, and ultimately completed on the Internet Custom clothes (which usually only 3 data). Branding will provide samples of fabric, measuring tape, etc., to help customers achieve at home orders. 15 working days after order, customized products will be delivered to the customer's hand. If tried on any dissatisfaction, free to modify or re-customize the service at any time. It seems that everything reveals the convenience of the era of e-commerce. "Most customers have their own measurement problems. If abnormal data system will be automatically transferred to customer service, confirm with the customer before the operation. If the data within the normal range, the order directly down to the factory floor." Shi Chunlei said. Custom clothes online sounds good. However, this "goodness" came hard won. Huang said that as early as the 90s of the 20th century, he just started from Japan and returned to China. He started to ponder how to combine clothing with information technology. At that time, he realized that the demand for personal customization in China would be larger and larger. However, with the deepening of awareness and the rise of e-commerce, he thought that the offline customization mode of physical store operation would be very difficult to succeed. He always wanted to move the customization to the Internet. However, How to solve the problem of network volume is his biggest problem. Huang Yuenan constantly on the Internet through a variety of related articles. Suddenly an article inspired me.It is a professor of Dalian Institute of Clothing, his article is the subject of criticism of the domestic apparel industry, some companies always advocate how fitting clothes, he pointed out that the body size is so complicated, But manufacturers generally do only three types of clothes to fit it? "At that time, including up to now, the market women's clothing up to 5 models, men's clothing 8 to 10 models. This is as staggering as usual. Huang Yuenan said: "I suddenly understand, yes, so how can a few number fit? Then I do some number not fit it ?!" "Since then, we are in their own production system, About a hundred clothes with a number of models. And more than 10,000 models can guarantee that 95% of the population set in. "Huangyue Nan said that after statistical analysis found that when the customer to provide 2000 to 3000 models When more than 95% of people only need to provide 3 data can customize a fit clothes. A breakthrough in the intensive pattern is an important node to launch the pattern card. For clients who use the Internet to customize themselves, this is a very simple and easy to use customization process that is inherently complex and requires a lot of size information. In the well-tailored garment customization industry there is always the problem is: fit. People's traditional concepts, only "a magical tailor" can solve this problem. However, in Huang Yuenan's opinion, "the measurement itself is really simple and the tailoring is more important than the measuring body." "Believe me, you have to be more attentive than others, and our website will provide intelligent and user-friendly support throughout the process," said Huangyue Nan. "The most important thing here is to break the traditional mindset." However, this innovative thinking, after all, "completely different from the traditional way of trade." Huangyue Nan admits that "jumping out of the perspective of a professional tailor makes it simple to say in terms of practical operation." To this end, they adhere to the principle of considering problems from a customer's point of view, and guide and explain the translation of traditional and traditional thinking , And constantly optimize the site data, description and system under a lot of effort. Insiders said that 95% of the garment industry is the highest level of custom satisfaction. "Type licensing on-line for 4 years, the repair rate is getting lower and lower, the basic standard of 95% of the line has no difference with the labor.Repair generally appear in the first one or two custom, due to the customer and some clothing Used to running in. "Huangyue Nan said affirmatively," while the prototype cash customer repair rate can reach 3%. Sometimes he out of the size, or even more fit. "In Huang Yuenan view, a large database + Professional model + careful management, allows the brand to provide network customers more selectivity and satisfaction. A month ago, a major domestic consumer-venture venture capital firm began to contact with the type. When asked about the competitive advantages of the most eye-catching middleman, the project leader for the company who is still not willing to disclose his name at the moment, he said that on the one hand the quality control of their complete production line and on the other hand the team The concept and understanding of the Internet. And he said that some are worried about the fear of "the amount can not go up." In fact, in 2010, shortly after the launch of the brand, there are wind power attracted by its innovative, looking for investment. "But I think the tempo of the brand itself may not be able to meet their return requirements." The project itself is not a quick project. Customization takes a long time to raise it, too eager to really make quality customized products. "Huangyue Nan said. At present, there are tens of thousands of users of type cards, about a few thousand paying users, and the annual revenue is up to 5 million yuan. At present, relying mainly on the parent company cool gentry, about 5 million yuan each year to invest in operations. How to Combine with Big Data Huangyue Nan said that in 1996, Gentry decided to focus its main business on group equipment. The domestic market in this area can be described as a blue ocean. Likewise, today, they have launched their own brand names and have not seen a few rivals . Even though the model has been launched for four years, at present, except for a few similar websites that originated on the Internet, most people do not even believe the possibility of the incident. Huang Yuenan personality in some have to do "not marginal" entrepreneurial DNA. When he graduated from the Graduate School of Physical Biology of Agricultural University, he quit his job in Japan after he graduated from "Do not want to follow the procedure according to the future which can be calculated." After returning to China in 1995, he still did not want to go to a large-scale institutional institute in a certain country and dreamed of himself as a company. Later, he founded the gentry. "Everyone doing business, entrepreneurship, initially have a great dream and passion .I had myself thought of, but also after the success of the wonderful.But how to succeed? In fact, this from nothing to the success of the process How did you go? Many people did not think clearly at the beginning. "In 1996, it took only a year to start a business and the business volume was very scarce. At this moment, a friend said to him: "You workers and machines are doing nothing and doing your part-group job." As for those who no longer regard "corporate dress" as nothing to do "Instead, it formally regarded it as the main business of cool gentry in the second half of 1997. "At that time, I wanted to understand this issue, and I think there will be a big market for corporate clothing in China. The logic is actually very simple. Under the trend of continuous development of the market economy, the corporate image will become an important element for the enterprises to enter the market. Clothing is to enhance the corporate image is very obvious part. "To think clearly the principle does not mean that can be done. At the beginning of mass production of their costumes, each time they went to give business customers to go to work, Huang Yuenan would be nervous and worried about all kinds of unqualified clothes. "And always to apologize, too faceless." They are gradually turning their attention to internal production systems, and "making customer employees satisfied" is an important concept and value for the gentry. "A satisfaction of 95%", and now occupational wear tender are using this slogan, this slogan is the first gentry Genhuen out, to repair the rate dropped to 5 points below. "But how to really make customers satisfied? Then they are still organizing personnel spent almost 5 years to do research and development, developed a set of information systems.Using industrialized professional equipment, processes, assembly line mode, through the means of information technology, A substantial reduction in the probability of artificial error, and they were doing three things for the later launch of paving the way for the development of the first thing is to integrate categories, different types of construction technology line with custom costumes, cool gentry from tailored to collect A lot of body size data can be said that almost any variety of clothing Gentry can produce, for example, suits, shirts, business jackets, pants, etc. The second thing is to customize the process of information technology, the Internet directly into the workshop. And Internet tools to reduce the manual links made by traditional workers.The third thing is to develop "Etailor." They started to develop a human database system since 2000. It is the system that handles a wide range of customizations Requirements and information, from the beginning of the volume - to the template out of this whole set of all the thin Festival data, such as fabric information, style information, size information ...... They use this system to handle a large number of groups clothing customization, it is with the success of the electronic tailor, have a model online clothing custom design. Launched at the heart of the customization model for Internet clothing. "We've documented that data from the one million tailor-made past. "This is the core of the poker model, but also difficult to copy the type of branding.However, Shi Chunlei told reporters:" Custom in many areas, the machine has no alternative to manual. "The value of men's products is mainly determined by the fabric, technology and model. At present, the fabrics selected by the brands are all the high-end brands in the world. For example, the shirts are mainly made of Thomas Mason, Alumo, Monti, and the fabrics are scabal, Dormeuil, Vitale and others." Pressure lines like our suit are all made of thread. The thread has a characteristic, knot is not hit. So every piece of clothing came to this link, workers must first remove the clothes from the machine, put on the needle, stitch knotted by hand, and then pressed to the lining to go, and then on the machine into the next A link. "In her opinion, the more the better the fabric the more their own style, need to be carefully treated in order to really make a quality clothes.At present there are several domestic custom-made companies, such as Evo (IWODE), excellent Shirt, etc. Perhaps due to custom features, the market size is not large, and not yet a dominance of the case.Eva has now received IDG capital of 10 million yuan investment, Huang Yuenan think it is different from the model licensing. Technology route is different, although it also has online shop in Lynx, but the operation is still mainly to store; the other two groups are also different positioning, we located in 30 to 45-year-old certain precipitation groups, Evo consumer groups more young. "In Huang Yuenan it seems," 10 million yuan to make this custom is difficult. "In the apparel industry in China, the two recognized market opportunities are high-end apparel and small-batch customization, with at least billions of RMB in high-end custom-made cakes." From an industry perspective, 1/3 of China's population needs custom apparel, As the market matures, an enterprise with annual sales of 10 billion should not be a problem. "Huang Yuenan very confident.