Clothing customization market is highly fragmented and it is the first place to hold customers
Clothing is one of the constituent elements in clothing, food, housing and transportation. In addition to traditional clothing listed companies, Amoy brands and fast fashion, new platforms such as clothing customization and clothing leasing have gradually emerged, making the lifeless apparel area gradually revitalized in recent years. vitality.
The author came to the Beijing branch of Yibang, where a sample of some men's suits and shirts was displayed. The first time he met Fang Qin, CEO of Yibang, gave him a feeling of being able and demeanor without losing his affinity. Fang Qin graduated from Zhejiang University with a bachelor's degree in computer science and technology, and also a master's degree in management science and engineering from Zhejiang University. Fang Qin from the Internet came to look at the cross-border clothing sector, which looks challenged and actually has its own advantages. And many people in the industry think that traditional enterprises do not understand the Internet to a certain extent, so it is difficult to enter the Internet industry, and people with relative Internet backgrounds are more likely to enter the traditional field.
The garment tailoring company Yibang was established in December 2014 and is also the first time Fang Qin has entered the apparel field. Fang Qin defines Yibang as a C2M link platform and is a bridge connecting factories and consumers. At present, its consumer groups are mainly targeted at middle-to-high-income men aged 25-50, but Fang Qin believes that mid-to-high end apparel customization is not entirely without market for the general public. They can customize through low-frequency purchases. It has 37 exhibition halls across the country, with 153 cities covering a quantified area.
Last year, the people of Yibang had just received 50 million yuan of round B financing. After the completion of the new round of financing, the focus of Yibang people continued to be on the supply chain side of the product in order to improve product quality and delivery speed. “Before the number of co-operating factories was too small, the company was only one co-operative factory in half a year. Therefore, this year will increase the number of garment factories that can realize large-scale and personalized customization. At the same time, it will provide capital investment to individual factories to help them upgrade.” Europe understands that the number of cooperative factories in Yibang has reached 12. It is reported that Yibang is undertaking a new round of financing this year.
Customization of clothing requires the introduction of front-end fabrics, communication between the middle-end and consumers, and the production of back-end factory clothing. So Yibang people face three major costs:
The main cost lies in processing and fabrics. Its fabrics are mainly provided by the Italian market, and recently the people of Yibang reached a strategic cooperation with the Italian fabric brand Genoni, and Genone provided exclusive garments exclusively for Chinese people in mainland China. The two parties will jointly promote the extensive use of Italian high-end fabrics in China. . Fang Qin stated that the Italian fabric factory will assemble fabrics into garments in combination with Chinese consumer characteristics and global trends.
The second is that the entire sales expense includes the cost of consultant training and transportation costs and wages for on-site service. The consulting staff of the Yibang people are mainly clothing design and arts personnel. In order to ensure that the on-site service meets high standards and high standards, new recruiting consultants will be regularly arranged for closed training within one week. Customization of home visits requires consultants to have sophisticated and rapid completion of body work. Not only that, it is also necessary to select suitable clothing fabrics and sizes for customers according to their economic capabilities and preferences by observing the surrounding environment of customers.
In addition, it is the cost of acquiring the customer's market. The main promotion channel of the Yibang people in the three years since their establishment was in the WeChat public account. Billion Europe has seen its current appointment number reach 400,000.
Yiou has discovered that the promotion of the Yibang people's greater strength in the world lies in the customization of men's clothing. Although it also involves women's clothing customization, it does not invest in propaganda. This Fang Qin also explained: "Men's clothing is earlier and more able to support large-scale clothing customization market, and women's basic is relatively weak and thus less women's population is also difficult to active in the field of custom clothing." Fang Qinti To "Innovation Diffusion Theory", she said that there is a process of diffusion of innovative things, namely, the innovators - early users - early followers - late followers - diehards. Nowadays, the field of customization has just crossed the innovators to enter the early stage. The potential of women's wear in the future is greater than that of men's wear, but women's wear has not yet entered the stage of innovators.
The tailor-made shirt category includes suits, shirts, jeans, windbreakers, and trousers. The customization of men's suits, shirts, and jeans accounts for 80% of the total orders, while women's tailoring is mainly associated with traffic. Fang Qin believes that the category combination of clothing customization is very important, and the only way to customize shirts or suits is very narrow. Next, it will continue to develop more clothing categories to upgrade the supply chain. In the future, under the trend of upgrading clothes, the customization model of upgrading tastes will gradually be upgraded from a single product to a customized customization under multiple scenarios. It is similar to the “full furniture customization” of the home industry. It is understood that Yibang people's suit suits range from 2000 to 16,000 yuan, and the average price of transaction orders is about 4,500 yuan. There is no reason to return the refund within 7 days, and the latter service is guaranteed within one year. Currently, the refund refund rate of Yibang is about 1.5%. .
In the past three years, people in Yibang have also encountered three major problems:
The first is the management problem, that is, the management of a large offline consultant team. For Yibang people, their team members mainly consist of consultants. It is understood that there are about 400 companies and 350 consultants. Fang Qin said: "In the initial stage, due to problems such as unrecognized recruitment mode, inadequate training methods, and imperfect employee incentive programs, it was difficult to leave employees, and it also caused a lot of time, effort and capital costs in recruitment and consultant training." With the expansion of the company's scale and the large-scale dispersion of the consultant team throughout the country, the people of Yibang continue to face problems. It is understood that at the end of 2018, Yibang people increased the number of consulting teams to 1,000.
Followed by customer access and how to enhance consumer trust. Customized clothing emphasizes the private subscription of one person and one edition. The most important point is customer trust. Internet customization also needs to capture accurate customers. Therefore, pre-promotion and advertising investment will inevitably consume a lot of time and money. How to train loyal customers is also needed next. Considerations. It is understood that the people of Yibang are not in a hurry to increase their traffic and they mainly focus on publicity and promotion. With the promotion of Weixin public number to acquire fans, it is more difficult to understand the starting stage. Fang Qin said: “When there are 100 customers in 1,000 people to make an appointment, this also means a certain degree of success. The number of stable customers is the first.” The apparel retail market itself is more decentralized, so holding customers is the biggest competition point.
In addition, facing the challenges of the supply chain, China's garment factories are more mass-produced, and each individual in the private order is a different fabric and type, so opening up the clothing customization market to achieve personalized production and ingredients means domestic Traditional production plants need to be transformed and upgraded, and transformation requires a lot of capital investment. Traditional factories are unwilling. After all, they need to consider costs and benefits.
Fang Qin also said that due to a large amount of investment in the early stage is not profitable, but it is expected to achieve profit this year. In 2018, Yibang people will continue to invest more in the supply chain and increase the number of cooperating factories. In order to optimize after-sales service and enhance the user experience, the company will set up a change clothing studio in the city to shorten the time cost of clothes modification for customers. It makes sense to get a good reputation. Fang Qin believes: “Well, word-of-mouth experiences will naturally retain both old and new customers, but it will also make it difficult for customers to lose and convert.”
Nowadays, the clothing custom market seems to be still in a quiet period. There are no major actions that trigger players to enter the waves that evoke thousands of layers of waves. Is it a huge potential hidden or simply a fake market? The rise of millennials under consumer upgrading will lead the development of the apparel industry in the future, and personalization will increasingly have the potential to explore clothing customization or private ordering. What interface will appear if many players enter?
In Fang Qin's view, the clothing tailoring market is still at a preliminary stage of development. It is too early to talk about the competition, because under the premise of the immature market, players need to enter the market to expand, before they can talk about competition. Therefore, the current players jointly develop the market is the main direction. As for the future, "In the apparel tailoring market, new players will be born due to local advantages and community advantages. At the same time, there will be giants. Of course, I also hope that we can appear in the head area."
Yiu Ou learned from several apparel industry professionals that, compared with small-sized clothing custom companies, the core of private ordering is a master who trusts customers. He believes that online orders are not truly private orders. Because the cost of making clothes and a chef is different in the factory, it is costly to develop an experienced version teacher.
For now, clothing customization is more about the production of men's suits, shirts, and trousers, and so is clothing. Therefore, people in related industries give their opinions from the point of view of suit customization. From the perspective of consumers, suits are standard business or business wear, but the demand for such dress in the present society is decreasing, which means that consumption scene is relatively narrow. . Chinese consumers do not wear suits during non-business occasions such as party or special gatherings, so there is not much room for growth in suits in the short term. In addition, suits are the lowest “repeated purchase rate” for all male garments for a male consumer. The product. Of course, this can't be denied. Fang Qin also mentioned that a man can make up to 2-3 sets of custom suits per year. Most of them only customize a set. This is why she emphasizes the importance of the category combination.
In a word, the clothing customization field occupies some markets. It is still unknown whether the market is finally settled by the players or whether it is still unknown after cooling down.