In the past 30 years, we have experienced comprehensive industrialization, rapid economic growth, rapid population growth, mass production, and large-scale consumption to the middle class in the country. People's pursuit of individualization, branding and differentiation has become increasingly evident.
With the advent of the era of consumer upgrades, simple clothing purchase methods can no longer meet the diverse needs of people. In an age when personality is increasingly admired, customization is destined to become a necessity.
The Chinese clothing customization market is showing a rapid increase. According to statistics, the size of China's private custom clothing market in 2016 was 102.2 billion yuan, and it is expected to reach 200 billion yuan in 2020. Private custom clothing will usher in the turning point in 2016-2021.
"We are very optimistic about this 100 billion market, and we have been studying for three years," said Bai Yongping, founder and CEO of MENS Shangpin.
Personalized customization is the development trend of the garment industry
At present, the domestic consumer market is facing diversified changes, and the middle class with more than 100 million people has become the backbone of society and the country. This group is healthy, active, and ideal, and is willing to sublimate the value of life. Although they are not celebrities who have made a name for themselves, they are the backbone of the society.
The new generation of middle class pays attention to healthy life, promotes the consumption of quality and connotation, and has its own consumption attitude. The change of their consumption ideas will bring about the transformation of the whole consumption pattern and new and old brands. Curves and lanes will appear soon.
In the field of clothing, when it comes to customization, it is not new. Years ago, our clothes were all custom-made, but the current customization is no longer the manual and time-consuming tailoring of the past, but based on the intelligent design of the Internet big data, the scale of personalized production. .
The custom clothing market has huge consumption potential, compared with the traditional clothing industry, because the traditional clothing industry faces huge inventory, expensive retail rents, and service personnel's salary expenses. More importantly, the mass production mode of the men's wear industry does not work, mainly due to changes in market demand. Young, financially-savvy middle-class men hope to achieve personalized dress appeal through customization. Therefore, regardless of supply capacity, finished product efficiency or personalized clothing models, traditional customization is clearly unable to meet market demand.
Starting from the market demand, MENS still builds the “Internet + Full Customization†O2O operation mode, connecting consumers, DIY platform and supply chain, and forming one-to-one quantitative, professional image design, one-person version, ordering at any time, Ingeniously tailored, fast-customized trading closed loop.
Since its inception, MENS has always been based on the promotion of the image of Chinese men, and they are committed to providing professional, personalized and scene-oriented dressing advice and image shaping. The dream of founder Bai Yongping is that Chinese men are expected to dress like Italian men, so that every Chinese man has a perfect image and fully demonstrates his temperament, self-confidence, dignity and strength.
The "new" gameplay of the traditional custom industry
"Under the tide of the Internet, the brand and word of mouth of the service industry, the more important form of expression is the user experience." MIN Shangpin founder Bai Yongping said.
To this end, Bai Yongping and his founding team, after three years of painstaking research, fully consider the convenience, comfort and individual needs of consumers in the entire shopping process, build a closed loop of pre-sale and after-sales service, greatly enhance the autonomy R&D is the precision and efficiency of the online DIY main operating platform that connects consumers and manufacturers.
On the other hand, the new service model of offline stores has also been formed. It breaks through the traditional clothing store and can not meet the growing individual needs of consumers. From the guide recommendation to listening to the user's needs and tailor-made, to provide consumers with a fit, Fit and comfortable dress. MENS Shangpin's team has always adhered to professional, responsible and caring services and has won great reputation in the industry.
• Image upgrade service is the core
The professional image is created to create the original intention of MENS Shangpin, paying great attention to image design and dressing. MENS Shangpin's image upgrade service is based on the different demands of customers, digging and magnifying the customer's own internal image DNA elements, carefully selecting and recomposing more than 100 design elements, and finally giving a complete set. The image upgrade solution helps Chinese men to express themselves better.
Bai Yongping said: "MENS is still a product. It is first and foremost a platform, not just a product brand. The core task of this platform is to tap the excellent DNA of Chinese men themselves, and help Chinese men quickly through Internet big data technology and professional design teams. These excellent DNAs are the first step. In fact, MENS products are not only a piece of clothing, but also a unique personal image."
• Internet technology is a breakthrough
MENS Shangpin was established in 2014. It was the time when the Internet began to surge in China. The founder Bai Yongping worked in Lenovo for many years, and then came out from this IT giant, and now he began to customize men's wear, completely unconnected experience, against Bai Yong In a nutshell, it seems that it has nothing to do with it, but it is inseparable.
He said: "I have been in the IT industry for many years. I know that IT is always a tool and a method, because it can't create much value by itself. Its function is to improve efficiency, reduce costs, and expand its share. I have been thinking about how to borrow. Internet means to integrate with the industry."
After entering the apparel industry, Bai Yongping and MENS Shangpin team with deep Internet genes have truly integrated art and technology. As early as the company's establishment, the team used cutting-edge technology such as face recognition and image decoding to perform color analysis and automatic matching, realizing one-click uploading photos, and completing personal image evaluation and report within 10 seconds. This new technology system was Bai Yongping and the team called it "shooting."
With the new technology, we can accurately find the right dressing style and color for our customers. Combined with the scenes and personalized matching suggestions given by professional designers, we can provide customers with exclusive image reports.
In addition, in order to change the current situation of the traditional custom industry with long delivery period and complicated operation, the MENS Shangpin team relied on Internet technology to explore a new model suitable for the customized industry, and completed the Internetization of the C2M model from the user directly to the factory. Scale customization.
The advantage of the C2M model is that it cuts off many circulation links in the middle, can achieve zero inventory, and produce on demand, saving time and saving money.
Bai Yongping, founder of MENS Shangpin, said: "We rely on the power of technology to complete the DIY operation platform independently researched and developed. From the front-end shop, we can directly link to the factory database. The factory can automatically identify the customer's size, layout and personality. Demand, automatic pattern making, and quick access to the production system. From the order to the finished product, the fastest is only seven days."
MENS Shangpin uses Internet technology to achieve rapid transformation of the traditional customization industry and to provide customers with more convenient, fast and accurate services.
Unshakable foundation: quality is king
When talking about the core competitiveness of MENS Shangpin, Bai Yongping said that the core value of an enterprise must be to make the products and services very good first, and secondly, to create increments and activate stocks. To this end, Bai Yongping and his team have been concentrating on three years, focusing on quality and quality.
As far as the clothing itself is concerned, there are many links involved, no matter which one, it should not be underestimated. High-quality big-name fabric suppliers, first-class technology manufacturers, and even every physicist and designer must be carefully selected by Bai Yongping. And for specific production, design, tailoring, sewing and other aspects of production, through strict systems and specialized senior quality inspection personnel to strictly control the quality.
Customization, not only to take into account the standardization, scale, but also the perfect combination of volume, technology, aesthetics. Although the technical problems of mass customization can be solved by smart factories, in addition to the ultimate in products, it is necessary to continuously infiltrate the custom culture to consumers.
“Therefore, the customer's experience and feelings, customer's stickiness and loyalty, customer sharing and interactive participation, platform service and product quality, unified management of output standards, and all-in-one personalized products are all links that we need to strive for excellence. Shape, craftsmanship, has always been our admiration." MIN Shangpin founder Bai Yongping said.
Committed to enhancing the image of men and providing products and services with ingenuity, this core value has penetrated into every product of MENS.
As in October this year, MENS is still launching a new 100% pure cashmere coat. With the ingenious quality and the price of the people, the consumers have received rave reviews for only 3,999 yuan. The ultimate softness and skin-friendly feel reflects the quality of the fabric; 16 basic models, tens of thousands of designs, fully meet the individual needs; door-to-door service, saving time for customers; cost-price sales for the people, so that customers feel deeply Excellent value for money. At the first new product launch event, the customer booking rate was as high as 70%.
With the products of the traditional custom industry and the spirit of the craftsmanship as the soul of the brand, the Internet is a high-tech weapon. In the fast-growing custom industry, MENS is in a unique way to quietly change the image and self-expression of Chinese men. .
Editor in charge: Xing Xingchen
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