Nowadays, with the rise of the high-yield class that aspires to highlight individual tastes and personalities, the popular products produced by the assembly line are increasingly not favored by these people. The market has begun to call for unique and customized products. Private customization is in the ascendant. Many entrepreneurs are trying to seize the opportunity to compete for this piece of bread. Among the many customized products, garments are increasingly favored by consumers. Some domestic traditional clothing companies also regard private custom business as one of the ways of enterprise transformation and upgrading. Recently, the reporter from the investment and finance industry interviewed Wu Qingxing, an entrepreneur who has been in the traditional clothing industry for more than a decade, and has transformed into an Internet+ mid-to-high-end personalized private customized costume.
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From traditional to internet, from wholesale to private custom
"In today's society, the needs of young people are different. They are pursuing fashion and advocating individuality. This is a development trend and is also the original intention of my private customization." Wu Qingxing said that he has more than ten years of experience in clothing, according to the survey of the market. And understand that when the "Zhuangshan" odds increase, people are more pursuing the trend of personality and taste, the customization of clothing has been gradually expanded to the white-collar and other ordinary people, very optimistic about the future of private customization.
Wu Qingxing has been transforming and upgrading from clothing workers to founding garment factories, from traditional models to internet. He told reporters that the development of the mobile Internet has changed people's various aspects of life. In the field of clothing, people's rapid consumption trend is becoming more and more obvious. Therefore, the advantages of online custom clothing will gradually emerge. It is understood that Wu Qingxing plans to use APP as the main line, and offline will cooperate with some physical stores, no longer need funds to re-establish stores. Because of the high cost-effectiveness of custom clothing, Wu Qingxing targeted the target customers between the ages of 25 and 50, with a group of people who have better economic abilities and consumer desires.
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Hit the pain points and go to middlemen to let consumers
The reason why the transformation, Wu Qingxing said that in addition to a trend to promote, but also clearly recognize the traditional clothing industry there are many pain points. He told reporters that first of all, the middle channel of the traditional industrial chain is complicated and the product price is high. The costs incurred in the intermediate links of the traditional industrial chain model of “factory-brand company-agents-retailers-consumers†are all passed on to the end consumers. The price of apparel products reaching consumer terminals has gone up; second, inventory problems and excessive inventory have not only wasted cash flow, but also the companies have paid extra costs, which has caused great resistance to brand expansion and channel development. Third, store rental The high cost, with the skyrocketing prices, especially in first-tier cities, is a lot of retailers' pain.
In the face of these painful points in the market, Wu Qingxing said that the entire project is now not wholesale, and it directly cooperates with individual consumers. In the entire transaction process, there is no third-party participation, which reduces intermediate links, reduces operating costs, and eliminates the “middleâ€. The curse of making a difference." With the same quality of clothing, the price can be 30% - 50% cheaper, so that consumers get benefits, so online customization has a natural advantage in the price, but also eliminates the risk of middlemen arrears. On the other hand, adopting a model of cooperating with physical stores has reduced the expenditure on store rental. Since it is the private orders made by consumers, there is no inventory problem.
Free video, standard body, meet consumer needs
For the mid-to-high-end private customization of the Internet, consumers can reserve their own size, tailoring, and workmanship from the head to the cuffs through the offline physical store and online reservations. Taste while having personality. When the reporter proposed that not all consumers can clearly understand their size, Wu Qingxing told reporters: “As a professional clothing designer, we will take into account in all aspects, online, we will have video tutorials, intuitively told How consumers measure their products in a standard way, and consumers can also go to physical stores to personally measure them.â€
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Subsequently, he said that the greatest charm of private customization is based on body type custom clothing plate type, wholesale sales of clothes, even if it is a high-end brand, it is impossible to move to meet everyone's body type standards, because each person's arm length, body fat and thin Not quite the same, but here in me, will try to meet all the needs of consumers, make the most suitable for them, make them satisfied with the private custom clothing. At the same time, when a consumer feels satisfied, he can introduce it to another person and obtain certain concessions from it. Wu Qingxing said that this is a way of propaganda for them. They use products to speak and gain praise from consumers with word of mouth.
The project started preparations in 2016 and is still in the seeding period. Wu Qingxing wants to finance 3 million yuan from abroad, mainly for APP construction and purchase of garment production equipment. He said that he is currently negotiating with an investment company in Beijing. The two sides have already learned each other and conducted field trips. The possibility of future cooperation is great.
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