With the rapid development of the Internet, personalized customization has become the future direction of the apparel manufacturing industry.
The garment industry is moving towards a personalized development
The 20th Cross-Strait Textile and Apparel Expo (hereinafter referred to as "Haibo Fair") was held recently in Shishi City, Fujian Province. The annual Haibo Fair is considered to be one of the important indicators of the development of the Chinese textile and garment industry and has attracted much attention from the industry.
At present, the overall development level of the textile and garment industry is still relatively extensive, but at this year's Haibo Fair, innovation has become a trend. The clothing industry began to segment the market, and in the fields of color, style, fabrics, etc., it has become a new era.
Insiders pointed out that the large-scale, standardized production in the industrial era has made consumption lose personality. But with the Internet + communication between the development of 3D printing technology, businesses and consumers are no longer barriers to production needs can be efficient, personalized, and therefore will be the direction of personalized custom apparel manufacturing industry development.
In the process of differentiation
"The most embarrassing thing is to hit the shirt. When I received the delegation from afar, I found out that someone else was wearing the same clothes with me." Fang Bin, the head of a company in Fuzhou, was very depressed after a long time.
"The shirt is not terrible, who is ugly?" This is quite popular in 2016. The stars hit the shirt and the PK news often hit the headlines of major entertainment websites. Many paragraphs, advertisements and even film and television works have been used as materials to make teasing. In the traditional industrial era, mass production was carried out. One version can produce tens of thousands of clothes, and the chance of "crashing shirts" is naturally large. With the development of economic conditions, consumers are increasingly demanding personalization of clothing.
At the Haibo Fair exhibition, the reporter found that clothing companies have launched customized services. In recent years, the apparel industry has begun to emerge a number of enterprises engaged in clothing customization. At present, there are only 240 garment enterprises engaged in customized services in Shishi City. “Small-volume, multi-style personalized production and marketing methods have achieved remarkable results.†Shishi City, a clothing brand marketing director told reporters that in recent years, abandoned the original store expansion model, but reduced marketing and brand maintenance costs.
Industry insiders told reporters that under the long-term business difficulties, the clothing companies are becoming more sensitive. According to the Shishi Textile and Apparel Chamber of Commerce, 228 of the top 300 leading apparel companies in the city's annual output value use big data, and use big data analysis results to adjust production and marketing.
“There are more and more orders from the private ordering department.†Wuerde, deputy general manager of the Dijia Group, said that in order to occupy the high-end customer market, since 2015, the company has launched a private custom business, and its private custom-made stores have opened. Jiangsu, Yunnan, and Fuzhou, Quanzhou, and Shishi in the province. "By the big data, cloud computing, smart new mode, to create a personalized customized platform system, the brand's high-end private order to achieve delivery within 360 hours, not only from the volume, painting, cutting samples to try on, etc. All services can also provide free fashion advice and product lifetime rework services for VIP customers."
The reporter learned that the development of privately-owned clothing enterprises is relatively good. "After one year of operation, the business volume is about 3 million yuan. Although there are many links, the customers are mostly high-end people and the added value of products is high. "The person in charge of a clothing company in Fuzhou said.
In addition to traditional offline mode, with the rise of the Internet +, the electricity supplier is also a good custom clothing sales channels. “Consumers only need to log in to the platform to upload their height, measurements and other information. After collecting the customer information, the company's design department will send the clothing style to the consumer for confirmation, and the consumer can receive the customized clothing in about 3 weeks. "A clothing enterprise in Shishi Textile and Apparel E-commerce Industrial Park has launched online ordering, and its annual turnover has reached more than 5 million yuan.
“The development of customized services is one of the ways for Shishi small and medium-sized garment enterprises to explore transformation.†Tian Qiming, president of Shishi Textile and Apparel Chamber of Commerce, believes that SMEs are more flexible in production and operation, and that they are better suited to carry out customized services.
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