In addition to the door-to-door volume, how can traditional clothing companies transform Internet + customization?

Recently, a notice from a well-known menswear brand, seven wolves, said that Qianhai Reinsurance Co., Ltd., initiated by Qiwowo, China Post Group and Shenzhen Qianhai Financial Holdings Co., Ltd., completed the registration of industrial and commercial establishment on December 5. And obtained the "business license." Behind this announcement is the transformational dilemma of traditional Chinese menswear companies.

Offline traditional retail has not yet recovered, online retail growth has slowed down, textile and apparel exports are still weak. Faced with the current situation of China's textile and apparel industry, many traditional clothing companies have tried to transform into e-commerce and Internet+, while men's suits The standards are strict and mature, and are relatively less affected by the seasons and fashions. At the same time, the domestic men's dress concept is also changing from “having wearable” to “wearing well” and “having personality”. On the basis of mature technology and supply chain, the traditional suit enterprises to go "Internet + customization" seems to be a natural choice.

As the starting point and the most critical part of the customized process, how to measure and obtain accurate customer body data is a problem that all Internet clothing customization must solve. At present, Internet clothing customization mainly adopts three methods: manual manual measurement, 3D volume measurement and user submission of body data.

Manually measuring the body, the advantages and disadvantages are equally obvious

The door-to-door is the most common way to customize the Internet clothing. The only difference between the traditional custom shop is that the body is a door-to-door, while the traditional custom shop requires the customer to enter the store multiple times and try on the clothes. It is precisely because of the door-to-door, Internet clothing customization is more prominent than traditional customization: it creates greater convenience for customers.

Consumers who choose custom suits are mostly people who are in the process of rising careers and have already had considerable levels of spending power and aesthetic needs. Another prominent feature of this group is the tight schedule. On-site service, so that customers no longer need to specifically schedule the discharge to the store, but to make an appointment, the body can be carried out at any convenient time and place. Customer convenience is a priority, which is difficult to achieve in traditional clothing custom stores.

At the same time, the manual process of the manual body, almost all follow the traditional custom store's manual process, sleeve length, shoulder width, front length, length, and so on, absorbing traditional customization for hundreds of years to accumulate Valuable experience to maximize the accuracy of the volume.

However, there are also many restrictions on the size of the door. First of all, Internet clothing customization is often oriented to the national market rather than to the local market. The door-to-door service has spawned a large demand for the masses, so the large amount of manpower and transportation costs generated is indeed in the operation of many start-up Internet clothing custom enterprises. In terms of cost, it occupies a considerable proportion.

In addition to the operating costs, the shortage of talents for excellent talents also limits the improvement of the quality of service in the entire industry. An excellent physicist first needs solid skills in basic design of clothing, measurement of body data, and estimation of size reserve. It requires long-term practice to accumulate experience. In addition, like traditional custom-made stores, a good stylist needs to have excellent dressing appreciation and even sales ability. Through chat, understand the customer's dressing needs and preferences, and provide professional dressing suggestions.

“A good dress consultant will only measure with a tape measure. It is not enough.” As a representative enterprise of Internet clothing customization, the representative company of the hand-made body, the company’s CEO Fang Qin said, “We choose free door-to-door. The main way is the customer first concept. It can not only facilitate customers but also save business operating costs. At present, I don’t think the industry has explored such a path. The door is still the best. Customers enjoy a convenient way. Of course, the stylists are also our dress consultants, and their professional skills training is also our focus, they are also the bridge between us and our customers to establish emotional connections."

3D scanning volume, more than enough, insufficient service

3D is not new, it has been reported in the media as early as 2012. But the real commercial use in China is nearly two years. Compared with the manual measuring body, the 3D measuring body relies on the 3D scanning technology to obtain a complete human body three-dimensional model, and then automatically completes several automatic measurement of the critical dimensions of the human body through the measurement software, and outputs the anthropometric data according to the measurement scheme. It takes only one or two seconds to complete the measurement automatically. After the measurement, the data is directly synchronized with the client. The customer can choose from the style, fabric, color to shoulder, pocket, embroidery and other details on the client according to his own preferences.

The accuracy and speed of the 3D volume is self-evident compared to manual volume. The accuracy of a 3D scanner may require a multi-disciplinary practice for many years. The measuring instrument data is directly connected to the APP client, which is also faster and more convenient than the manual input by the manual. The domestic veteran suit foundry Shandong Red Collar Group, the watercraft custom-made magic factory launched by the water, using a 3D scanner with a body bus.

Compared to the 3D measuring instrument in the experience store, the body bus is obviously more mobile. However, from the perspective of operating costs and cross-regional services, the mass-propelled bus is still slightly inferior to the physical model. In addition, even with a 3D measuring instrument, the body data is accurate, just the initial steps of customization. Different social occasions have different requirements for the shape and accessories of suits. As far as the domestic situation is concerned, consumers are not particularly aware of these norms. Customers still need professional advice from dress consultants. 3D measuring instruments cannot Replace the role of the dress consultant.

User submits body data, the interactive meaning may be greater than the practical meaning

In addition to the above two methods of obtaining body data, in the current Internet clothing customization, there is also the practice of using the user to submit the body data independently, which is represented by my odd customization. The customer enters data such as height and weight shoulder width in the APP client for storage, and then selects the personalized elements of the clothing.

However, this method is not suitable for tailoring suits for three-dimensional tailoring. The customer does not have professional quantitative technology, and the data provided is not necessarily accurate. It is not surprising that the clothing is customized according to the custom. For this reason, I am a custom-made category, which is a T-shirt that does not require three-dimensional cuts. My original intention is to let the customer design a t-shirt that is unique to the individual and express his personality. The customer submits the body data. In the customization of such Internet clothing, the practical significance of the data itself may not be larger than the TY shirt pattern of the customer DIY.

Traditional clothing enterprises transform the Internet + customized, in addition to the red collar, there are no shortage of newspapers like the Birds, Youngor and other men's clothing. As a traditional enterprise with many years of experience, Red Collar has a great reference to traditional brand manufacturers through the transformation of Magic Factory to CDM. And for emerging Internet clothing custom companies such as Yibang people, their innovative practices in marketing creativity and supply chain integration are also worth studying and learning. Tradition and emerging are not the opposite of each other and the elimination of each other. Through mutual cooperation to promote a win-win situation, from the perspective of the whole industry, it is also promoting production.

The golden opportunity for industry upgrades.

Editor in charge: Kebang