[Global Network Comprehensive Report] On 8.16, the new shirt custom branded products held a conference in Beijing with the theme of “a shirt with temperatureâ€.
A new brand that has not been seen before, attracted the founder of Japan's first shirt brand "Kamakura", Yukio Hiroshi, one of the world's top ten tailors, Mr. Xiong Kejia, chairman of China Fashion Designers Association, and professor of Tsinghua University Academy of Fine Arts. Li Dangqi came to the scene for his platform. At the end of the 28th year, Liang Xiong became the most influential shirt brand in Japan. Xiong Kejia has considerable influence in the global apparel ordering field; Professor Li Dangqi has many years of profound knowledge in the research of Chinese and foreign clothing brands.
Nowadays, the clothing industry is collectively trapped – manufacturing costs are getting higher and higher, profits are declining year by year, and inventory pressure is increasing.······························································ Capital chasing, angel round financing will get a valuation of up to 50 million.
The founder of the quantity, Li Da, broke the traditional cost pricing model and completely realized the C2M on-demand customization and reconstructed the construction chain. The new business model gives users a better user experience.
User requirements being upgraded
Today, when material life is extremely rich, consumers seem to choose a lot, but it is not. Take men's shirts as an example. There are two types of channels for consumers. One is the offline shopping mall and the other is the online e-commerce platform. Offline shopping malls meet the needs of consumers to try on, experience, and seeing is believing, but the high rents of offline shopping malls have led to a very high rate of increase in major apparel brands.
Another reality is that the production of traditional brand large industrialized production lines in shirts in shopping malls is about 35% for consumers. In order to control inventory, many brands control the size within a certain range, which is difficult to meet the individual needs of consumers.
For online channels, the benefits are that you can shorten the distance between the brand and the user, and even master the user data. However, a large number of online brands are still built on the traditional supply chain, still can not get rid of the problems of inventory and other issues, users face the same problem is difficult to meet. More importantly, the transparency of online channels has made the price competition of brand owners more intense, and the guarantee of quality has become a problem.
Take shirts as an example. In life, few men like to wear shirts. In their consciousness, shirts need to be dressed and look good. They need to be ironed every day. In order to avoid trouble, some men do not choose formal shirts. .
In fact, there are many non-iron shirts available on the market. However, the quality is varied. The general treatment method on the market is to use a CVC fabric containing polyester to make a shirt. It is airtight, relatively low-grade, or is free of fabric. The hot processing method makes the whole piece of clothing feel harder. The Quantitative Shirt uses a morphological memory ready-to-wear process.
There are only four factories in the world that have mastered this garment-free technology. Lida has 20 years of experience in two of them, and both of them are international first-line OEMs. What does the garment-free ironing mean for the user? That is machine wash 100 times without wrinkles, no deformation.
It is not enough to avoid ironing, and it is a perfect experience to fit well. The model of the quantity is that each shirt is custom-made, and each person has his own unique size and version data. After the body is on the door, the user's version data is passed to the background, and the factory will make a pattern based on each data.
For the quantity, the way it is purchased is also minimal. The user's first contact with the product may be a WeChat article, a QR code in a cafe, or a friend's recommendation. After the user selects the door to the body, the pattern and fabric can be selected under the guidance of the body. The next time the user wants to customize again, instead of looking for the storefront of the quantity on the Internet, and not remembering the public number of the quantity, he only needs to find the physical teacher who adds WeChat and tell her "one more", one week later, one piece The fitted shirt will be delivered to the user-designated location by SF Express.
First-class fabrics, non-ironing craftsmanship, tailor-made service, minimalist user experience. The quantity caters to the needs of users who are upgrading.
C2M supply chain revolution
The personalized, one-to-one front-end user experience means back-end supply chain transformation and refactoring. This thing seems simple, in fact, it is to change the supply chain model of the apparel industry.
In the traditional clothing industry, usually one year and two seasons clothing ordering meeting, at the clothing ordering meeting, the dealers place orders with the brand according to the fashion trends of the year, and the brand dealers place orders with the factory according to the single amount of the year. Traditional clothing brands also have their own database, which will place orders with the factory according to the size of the clothing. Under normal circumstances, the historically sold number of monograms is higher, while some special large or special small sizes are Minimize production.
In the clothing production line, in order to improve efficiency and reduce manufacturing costs, there may be tens of thousands or even tens of thousands of orders behind a clothing version. A shirt is split into dozens of processes on the assembly line, and each worker only processes one. Process, the efficiency is extremely high - China's garment manufacturing industry has experienced many years of development, and technology or process optimization is already world-class.
虞 Lida has worked in China's leading clothing manufacturing company for 20 years. Before starting a business, his company made shirts for the world's top men's wear brands such as BRUBERRY and ARMANI, and he is an extremely professional person from cotton to spinning to fabric.
However, under the traditional clothing supply chain model, the theme of brand negotiation is price reduction. Chinese manufacturing companies often lose orders because they can't lower the order price of 0.1 US dollars. The traditional cost-effective manufacturing supply chain has already made European and American brands. It is an indisputable fact that a large number of orders have been transferred to places such as Vietnam and Cambodia.
To change this state of existence, the supply chain must be restructured. The on-demand C2M model is proven to be the future direction.
However, the business model of clothing ordering is not new, there are many entrepreneurial companies, and basically no one is made to scale. The reason is very simple. Personalization and scale are inherently two extreme contradictions, and it is difficult to have a better solution.
Especially in the supply chain, clothing is an industry that has been highly scaled and streamlined. If the clothing wants to be done in one piece, it has to return to the traditional hand workshop, the efficiency is extremely low, and the result of inefficient transmission to the user end is Users pay for it at a high price.
I want to make a tailor-made shirt, that is, a shirt, and the traditional industrialization line can't be realized. The first thing that Li Dada did was supply chain R&D. The goal of R&D was to solve the problem of manufacturing efficiency of single-piece shirts. It turns out that the modified manufacturing supply chain efficiency is only 30% lower than the traditional manufacturing efficiency, but it can fully realize the individualization of the single shirt.
The price of 399 makes the dealer very profitable
Although the efficiency at the manufacturing end is reduced, at the user end, the satisfaction is greatly improved. The brand has been born less than a year ago, and has not done any advertising. At present, the monthly order volume has reached 2,000, and more than 30 cities have been opened, and the repurchase rate has reached an astonishing 65%.
So far, the price shirt has two price points - 399 yuan for the 1.0 version and 499 yuan for the 2.0 version. Such a price is equivalent to the quality of shirts in the mall of 1,000 yuan and more than 2,000 yuan.
There are two kinds of people and scenes in this brand service. One is called “Ordinary moments of extraordinary peopleâ€, that is, some elites in the workplace. They do not need to show their identity through international big names taste. The other is “the extraordinary moments of ordinary peopleâ€, the newly graduated college students, white-collar workers who need to go to the interview or other important moments that need to be formalized.
The price of 399 and 499 covers a wider range of users for users, and can also effectively solve the problem of supplier distribution of benefits in the market.
The channel mode of the quantity is the city agent + mass model. Each graduate is registered in the background of the quantity. After registration, each customer of the development of the physicist is associated with it, and the interests are bound for life. The physique of each city belongs to the city agent, and the quantitative headquarters does not directly develop. Customers, all customers are associated with agents and stylists.
In the supply chain model of the quantity, each user's data is deposited in the background of the quantity. From the brand to the user, there is only one agent, the chain is shortened, and the interests of the participants on the chain are revitalized. Under the price system of 399 and 499, the agent can earn 130 yuan for each shirt. This ratio does not decrease as the scale increases.
For those who live in small and medium-sized cities, the monthly average of 800 yuan can have a income of about 100,000 yuan, more than 1 million a year, the cost of hiring a physicist, the net profit of 60-700,000 is a very Good business. The Wuxi agent is a typical example. After becoming an agent, it hired two qualified divisions, and was responsible for developing new customers. The body was on the door and the orders grew rapidly. It is expected that by the end of the year, the monthly average order of Wuxi will be reached. 1000 single.
The physicist is the core of communication with the customer. In the concept of quantity, in the future, talent is the entrance to the business, and the stylist is the clothing consultant of the user. The relationship between them is not simply the customer relationship but the kind "I have a demand, just you are very professional" equal friend or advisor relationship, and the establishment of this relationship brings the brand to the user's strong stickiness.
After the door is taken, the user establishes a one-to-one relationship with the bodybuilder. All orders, documents, returns, and purchases are completed by the trust established by the body and the user. In this era when everyone is an online "acquaintance", the value of meeting services is enormous.
The quantity has agents and stylists in each opened city. Under normal circumstances, an ordinary person can become a quantitative stylist after a day of training. After a day of training, you will receive a set of standard tools: a box that includes a measuring ruler, a fabric, and a sample garment. You can start work without a shop, and it is the lowest cost agent mode.
The mode of employing people seems to be difficult to scale. When such a door-to-door is spread over thousands of cities across the country, and the user's repurchase rate is over 60%, the scale effect and efficiency will be very amazing. This model does not increase the cost, the user pays after the first payment and then customizes, completely zero inventory, which is a revolutionary innovation in the domestic clothing traditional supply chain model.
A new brand that has not been seen before, attracted the founder of Japan's first shirt brand "Kamakura", Yukio Hiroshi, one of the world's top ten tailors, Mr. Xiong Kejia, chairman of China Fashion Designers Association, and professor of Tsinghua University Academy of Fine Arts. Li Dangqi came to the scene for his platform. At the end of the 28th year, Liang Xiong became the most influential shirt brand in Japan. Xiong Kejia has considerable influence in the global apparel ordering field; Professor Li Dangqi has many years of profound knowledge in the research of Chinese and foreign clothing brands.
Nowadays, the clothing industry is collectively trapped – manufacturing costs are getting higher and higher, profits are declining year by year, and inventory pressure is increasing.······························································ Capital chasing, angel round financing will get a valuation of up to 50 million.
The founder of the quantity, Li Da, broke the traditional cost pricing model and completely realized the C2M on-demand customization and reconstructed the construction chain. The new business model gives users a better user experience.
User requirements being upgraded
Today, when material life is extremely rich, consumers seem to choose a lot, but it is not. Take men's shirts as an example. There are two types of channels for consumers. One is the offline shopping mall and the other is the online e-commerce platform. Offline shopping malls meet the needs of consumers to try on, experience, and seeing is believing, but the high rents of offline shopping malls have led to a very high rate of increase in major apparel brands.
Another reality is that the production of traditional brand large industrialized production lines in shirts in shopping malls is about 35% for consumers. In order to control inventory, many brands control the size within a certain range, which is difficult to meet the individual needs of consumers.
For online channels, the benefits are that you can shorten the distance between the brand and the user, and even master the user data. However, a large number of online brands are still built on the traditional supply chain, still can not get rid of the problems of inventory and other issues, users face the same problem is difficult to meet. More importantly, the transparency of online channels has made the price competition of brand owners more intense, and the guarantee of quality has become a problem.
Take shirts as an example. In life, few men like to wear shirts. In their consciousness, shirts need to be dressed and look good. They need to be ironed every day. In order to avoid trouble, some men do not choose formal shirts. .
In fact, there are many non-iron shirts available on the market. However, the quality is varied. The general treatment method on the market is to use a CVC fabric containing polyester to make a shirt. It is airtight, relatively low-grade, or is free of fabric. The hot processing method makes the whole piece of clothing feel harder. The Quantitative Shirt uses a morphological memory ready-to-wear process.
There are only four factories in the world that have mastered this garment-free technology. Lida has 20 years of experience in two of them, and both of them are international first-line OEMs. What does the garment-free ironing mean for the user? That is machine wash 100 times without wrinkles, no deformation.
It is not enough to avoid ironing, and it is a perfect experience to fit well. The model of the quantity is that each shirt is custom-made, and each person has his own unique size and version data. After the body is on the door, the user's version data is passed to the background, and the factory will make a pattern based on each data.
For the quantity, the way it is purchased is also minimal. The user's first contact with the product may be a WeChat article, a QR code in a cafe, or a friend's recommendation. After the user selects the door to the body, the pattern and fabric can be selected under the guidance of the body. The next time the user wants to customize again, instead of looking for the storefront of the quantity on the Internet, and not remembering the public number of the quantity, he only needs to find the physical teacher who adds WeChat and tell her "one more", one week later, one piece The fitted shirt will be delivered to the user-designated location by SF Express.
First-class fabrics, non-ironing craftsmanship, tailor-made service, minimalist user experience. The quantity caters to the needs of users who are upgrading.
C2M supply chain revolution
The personalized, one-to-one front-end user experience means back-end supply chain transformation and refactoring. This thing seems simple, in fact, it is to change the supply chain model of the apparel industry.
In the traditional clothing industry, usually one year and two seasons clothing ordering meeting, at the clothing ordering meeting, the dealers place orders with the brand according to the fashion trends of the year, and the brand dealers place orders with the factory according to the single amount of the year. Traditional clothing brands also have their own database, which will place orders with the factory according to the size of the clothing. Under normal circumstances, the historically sold number of monograms is higher, while some special large or special small sizes are Minimize production.
In the clothing production line, in order to improve efficiency and reduce manufacturing costs, there may be tens of thousands or even tens of thousands of orders behind a clothing version. A shirt is split into dozens of processes on the assembly line, and each worker only processes one. Process, the efficiency is extremely high - China's garment manufacturing industry has experienced many years of development, and technology or process optimization is already world-class.
虞 Lida has worked in China's leading clothing manufacturing company for 20 years. Before starting a business, his company made shirts for the world's top men's wear brands such as BRUBERRY and ARMANI, and he is an extremely professional person from cotton to spinning to fabric.
However, under the traditional clothing supply chain model, the theme of brand negotiation is price reduction. Chinese manufacturing companies often lose orders because they can't lower the order price of 0.1 US dollars. The traditional cost-effective manufacturing supply chain has already made European and American brands. It is an indisputable fact that a large number of orders have been transferred to places such as Vietnam and Cambodia.
To change this state of existence, the supply chain must be restructured. The on-demand C2M model is proven to be the future direction.
However, the business model of clothing ordering is not new, there are many entrepreneurial companies, and basically no one is made to scale. The reason is very simple. Personalization and scale are inherently two extreme contradictions, and it is difficult to have a better solution.
Especially in the supply chain, clothing is an industry that has been highly scaled and streamlined. If the clothing wants to be done in one piece, it has to return to the traditional hand workshop, the efficiency is extremely low, and the result of inefficient transmission to the user end is Users pay for it at a high price.
I want to make a tailor-made shirt, that is, a shirt, and the traditional industrialization line can't be realized. The first thing that Li Dada did was supply chain R&D. The goal of R&D was to solve the problem of manufacturing efficiency of single-piece shirts. It turns out that the modified manufacturing supply chain efficiency is only 30% lower than the traditional manufacturing efficiency, but it can fully realize the individualization of the single shirt.
The price of 399 makes the dealer very profitable
Although the efficiency at the manufacturing end is reduced, at the user end, the satisfaction is greatly improved. The brand has been born less than a year ago, and has not done any advertising. At present, the monthly order volume has reached 2,000, and more than 30 cities have been opened, and the repurchase rate has reached an astonishing 65%.
So far, the price shirt has two price points - 399 yuan for the 1.0 version and 499 yuan for the 2.0 version. Such a price is equivalent to the quality of shirts in the mall of 1,000 yuan and more than 2,000 yuan.
There are two kinds of people and scenes in this brand service. One is called “Ordinary moments of extraordinary peopleâ€, that is, some elites in the workplace. They do not need to show their identity through international big names taste. The other is “the extraordinary moments of ordinary peopleâ€, the newly graduated college students, white-collar workers who need to go to the interview or other important moments that need to be formalized.
The price of 399 and 499 covers a wider range of users for users, and can also effectively solve the problem of supplier distribution of benefits in the market.
The channel mode of the quantity is the city agent + mass model. Each graduate is registered in the background of the quantity. After registration, each customer of the development of the physicist is associated with it, and the interests are bound for life. The physique of each city belongs to the city agent, and the quantitative headquarters does not directly develop. Customers, all customers are associated with agents and stylists.
In the supply chain model of the quantity, each user's data is deposited in the background of the quantity. From the brand to the user, there is only one agent, the chain is shortened, and the interests of the participants on the chain are revitalized. Under the price system of 399 and 499, the agent can earn 130 yuan for each shirt. This ratio does not decrease as the scale increases.
For those who live in small and medium-sized cities, the monthly average of 800 yuan can have a income of about 100,000 yuan, more than 1 million a year, the cost of hiring a physicist, the net profit of 60-700,000 is a very Good business. The Wuxi agent is a typical example. After becoming an agent, it hired two qualified divisions, and was responsible for developing new customers. The body was on the door and the orders grew rapidly. It is expected that by the end of the year, the monthly average order of Wuxi will be reached. 1000 single.
The physicist is the core of communication with the customer. In the concept of quantity, in the future, talent is the entrance to the business, and the stylist is the clothing consultant of the user. The relationship between them is not simply the customer relationship but the kind "I have a demand, just you are very professional" equal friend or advisor relationship, and the establishment of this relationship brings the brand to the user's strong stickiness.
After the door is taken, the user establishes a one-to-one relationship with the bodybuilder. All orders, documents, returns, and purchases are completed by the trust established by the body and the user. In this era when everyone is an online "acquaintance", the value of meeting services is enormous.
The quantity has agents and stylists in each opened city. Under normal circumstances, an ordinary person can become a quantitative stylist after a day of training. After a day of training, you will receive a set of standard tools: a box that includes a measuring ruler, a fabric, and a sample garment. You can start work without a shop, and it is the lowest cost agent mode.
The mode of employing people seems to be difficult to scale. When such a door-to-door is spread over thousands of cities across the country, and the user's repurchase rate is over 60%, the scale effect and efficiency will be very amazing. This model does not increase the cost, the user pays after the first payment and then customizes, completely zero inventory, which is a revolutionary innovation in the domestic clothing traditional supply chain model.
HAPPYMAX INDUSTRY LIMITED , https://www.happymaxcn.com