Personalized Way Of Red Collar

The red collar group was founded in 1995. It is a production and operation company.

The realization of "two integration" mass customization has made clothing production have the connotation of cultural creativity and service, broke through the bottleneck that plagued the garment manufacturing industry, realized the self design marketing of customers, and made the three party cooperation of R & D, production and marketing become a reality.

Since 2005, the group has established an enterprise strategy for developing high-end personalized MTM (Made-to-Measure), that is to say, by 2015, it will achieve the target of per capita efficiency, per capita efficiency and per capita contribution to society.

As a demonstration case of the integration of the two departments of the Ministry of industry and information technology, the red collar has integrated industrialization into information technology, personalized integration into industrialization, and realized the high performance of the textile and garment industry from traditional labor intensive enterprises.

Personalized global strategy of red collar

Zhang Yunlan, President of red collar group, pointed out that the individualized customized business is different from the traditional fashion management mode, and the key point of personalized tailor made is in the factory, not the market.

Market demand for personalized products is huge, but most factories have limited capacity to meet demand.

"After having the core competitiveness of the factory, the market must face the world."

Zhang Yunlan said gently and firmly, "our red collar is only dedicated, refined and strong in three words, concentrating on the personalized field of formal dress, strives for perfection, is meticulous, and strives for health and strength without seeking big or small.

With the rapid development of the information age, the global market is no longer the same as it used to be.

We have a clear goal. In 2015, we will be the first in the world to customize this niche in the global garment industry.

The business strategy and business operation mode of red collar belongs to complete independent innovation. There is no precedent in the international garment industry, and there is no ready management practice and management software system support.

The red collar has established its own MTM Research Institute. After years of efforts, it has successfully built the MTM global business support platform of the red collar group, which integrates e-commerce, ERP, CAM, CAD, planning, logistics, customer service and other integrated platforms to effectively support the group's global MTM business strategy.

At present, the personalized customized customers of red collar mainly come from the United States, Britain, France, Italy and China, accounting for 30% of the capacity. By 2015, it will reach 100% personalization.

Mouse plus cement, e-commerce innovation marketing mode

The red collar group has put forward the marketing concept of "F2C", that is, factory directly sells to consumers, omissions intermediate channels, so as to achieve profit sharing to consumers, and achieve win-win results for businesses and consumers.

"Mouse plus cement" is the interpretation of the red collar "F2C" concept, and is the marketing mode of its brand Rui PU.

The mouse is the Internet known as e-commerce platform, cement is real, more real, is opened in the office of the experience shop.

In order to save the network interaction of intermediate costs and experience shops in the office, through tangible experience, combined with the invisible virtual information service, we can better achieve the brand's pmission and value pmission, and at the same time, we will achieve the purpose of giving profits to consumers.

Fashion dress consultant guides social fashion

For the market, customizing and leading the fashion and terminal deciding the future, the red collar group, Zhang Yun LAN, knows this way and has kept up his hidden prospects for nearly 10 years. That is to establish a good job of basic work and complete the personalized and customized technical support.

Therefore, in the next few years, Zhang Yun LAN should create a personalized service system for the terminal.

Customers only need to dial 400 phone or visit the golden crown custom network to make the appointment of the red collar dress consultant on-site service, thereby saving customers a lot of time, reflecting the "noble and not expensive" custom charm.

Market innovation of red collar

Over the years, the innovation path of China's garment industry has become more and more relaxed, and has made a series of dramatic results around the technological innovation, management innovation, marketing innovation and brand innovation of garment enterprises.

From the point of view, this series of innovation is ultimately for the expansion of the market; but in essence, these innovations only focus on the product itself.

With the development of China's economic globalization, networking, data and information technology, the simple product level revolution has begun to show signs of weakness. The market innovation with user experience as the core has become a hot development direction, creating products and services with users as the center, making products and customers resonate and creating unforgettable experience for customers. When products can mobilize consumers' emotions, the demand arises naturally. Therefore, the innovation of market mode centered on customer experience will become a magic weapon for enterprises to win in the new era.

The development strategy of red collar based on customer experience

Traditional clothing manufacturing enterprises often regard customer demand as a product, using a large number of product areas to meet customer's "dressing demand", defining customer value on a product point, and not digging in depth, is a single quantity of many to one relationship. In this mode, customers passively accept the established product, without a personalized choice.

Personalized customization of red collar is beyond the innovation of products, focusing on customer needs and focusing on customer needs. It provides a complete solution for enterprises directly facing customers and starting from the real needs of customers.

The development of Internet and information technology has brought two very important signs to users. One is mobile service, the other is social network. Based on these two points, marketing has changed completely. The first is two.

Personalized customization of red collar, based on customer experience, with the support of modern information technology and network technology, has formed a unique marketing mode.

The characteristics are as follows: first, networking.

So that customers can choose their favorite styles on the Internet, or pmit their dimensions to the company through the network, or directly participate in the design of personalized clothing, and enable customers to monitor the entire production process and logistics process of the whole product.

Moreover, the company can accept orders anywhere in the world, and use all the resources of the company to meet all the needs of customers at any time and anywhere.

The two is humanization.

All kinds of terminals, flat panel, new POs and touch wall brought by modern technology, whether visual or sensory, have realized an innovative human-machine interface that combines touch control technology with dynamic control technology.

The red collar group fully integrated the technology into personalized customization, and presented a customized feeling to customers with a more humane interface and a simple process.

Agility manufacturing

To realize the customized marketing mode, we must form a completely custom-made garment production system, a highly automated industrial production mode, a new type of production which is different from the garment production based on the abstract group.

The application of the Internet of things technology in traditional production enterprises will continuously integrate all kinds of terminals with environmental perception ability, ubiquitous computing technology and mobile communications into all aspects of industrial production, which can greatly improve manufacturing efficiency, improve product quality, reduce product consumption and resource consumption, and upgrade traditional industries to a new stage of intelligent industry.

Volume customization, more technology and humanity

In the clothing industry, only volume customization means uniqueness.

Although the individualized volume customization of red collar has realized modern individualized volume customization production under the information technology, it still keeps the traditional volume method.

Red collar professional volume division, with a tape measure, will measure the 23 parts of the customer's body and nearly 100 points, ensure accurate data collection, adjust the 16 sets of dynamic data according to the way of looking, opening, the number of buttons, the height of the neckline and so on, so as to ensure that the customized suits are suitable for the customer's skeleton structure, and when the suits are worn, there will be no wrinkles.

The role of a tape measure is not only in the volume, but also in the volume of the red collar. In keeping with the technology of the old Saville street, it pays more attention to the communication between people. After a seemingly casual chat, the quantity master and the customer will master the occupations, interests and hobbies, and record the customers' body characteristics and special requirements in detail. Even driving habits are the details to be considered in the tailor made of red collar, or even customize a special cuff for the customer's watch.

The red collar group upgraded garment customization from traditional manual manufacturing mode to industrialization customization mode through the integration of information technology and industrialization, and then upgraded traditional custom tailoring to network customization mode through network technology. The F2C customized e-commerce platform was used to carry out network customization so as to realize the industrialized production of customized garments.

In the process of customizing online, volume is used as a separate service item. When the order is issued, it chooses the door-to-door volume or the appointment volume, but does not affect the smooth delivery of the order.

It is also based on this that the red collar group has retained the traditional volume method boldly, infiltrating the customized concept into the details of customers in a humane and technological way.

summary

Many people think that custom clothing is not as good as the popular clothing to please the market.

But for Zhang Yunlan, the two generation entrepreneur who returned from abroad and started the red collar group, custom business is the two time she has led a traditional clothing company.

She is determined to adjust the business model completely with customized customization.

So that each customer can only achieve direct customization from factory to consumer through the red collar e-commerce platform and handheld terminal, so as to solve the clothing trouble of consumers easily and achieve the successful pformation of enterprise development.