Crazy Tailor Business Code - Micro-Blog

If Chen Yao is the queen of micro-blog, he is. micro-blog The first tailor appeared. In the second half of this year, micro-blog's "crazy tailor" became popular. As of now, it has nearly 60 thousand fans. The media called him "wet custom Godfather", and this is his achievement in just six months. The tailor called Zhang Congbin. He said he was selling a dream: making good clothes that everyone could buy.

If Chen Yao is the queen of micro-blog, he is the first to appear on micro-blog. Tailor 。 In the second half of this year, micro-blog's "crazy tailor" became popular. As of now, it has nearly 60 thousand fans. The media called him "wet custom Godfather", and this is his achievement in just six months. The tailor called Zhang Congbin. He said he was selling a dream: making good clothes that everyone could buy.

My brand doesn't have any brand premium. I just want to help customers make a dress that she wants. It's so simple.

"Initially, I wanted to make good clothes that everyone could afford. Making clothes is a wonderful thing. It's a better thing to do good clothes that everyone can afford.

Do good clothes that everyone can afford.

The tailor is not a professional, but has many complicated experiences: he has worked as a soldier in a stall, and has done ten years of gold mining and made some buildings. Such a person was actually engaged in the clothing industry, and even high-end fashion women's clothes. "Initially, I wanted to make good clothes that everyone could afford. Making clothes is a wonderful thing. It's a better thing to do good clothes that everyone can afford. Zhang Congbin explains his entrepreneurial motivation in this way.

In 2007, Zhang Chung bin Deciding on the development of garment industry, the first preparatory work is "learning". He has not been in touch with the clothing industry. He recruited the Internet, hired the manager of clothing enterprises, and gradually learned the knowledge and business process of the clothing industry through communicating with them on the Internet. And this school is three years.

In 2010, Zhang Congbin came to Guangzhou and opened his first store in the TIT creative park of Xiaogang middle road. He wants to do "good clothes that everyone can afford", but the traditional fashion industry operation mode can not solve the problem of "good and expensive". After a year and a half of research, he launched the "wet customization" mode of operation.

On the official home page of Zhang Congbin's Morse cryptographic company, it says: Pricing = cost plus commission. "Wet customization" is not a custom made or customized product. Instead, it is made by clothing companies. Customers try it on. If they like it, the order is made. After the order is collected, the fabric will be purchased and produced, and finally delivered to the customer.

Try - order - order - making - delivery, this mode of similar ordering will be highly appreciated by Zhang Congbin. This mode can eliminate all unnecessary intermediate links between clothing production and customer acquisition, thereby avoiding inventory problems in traditional clothing industry, and removing the high added value of traditional clothing and making good and cheap clothing.

In his view, the market of "wet customization" is huge because there are not many people who really need to rely on famous brands to show their identities, but the cost of clothing and processing is actually very low. In this way, you can make "pure good clothes" at a low cost.

Micro-blog custom opens sales

However, the reality does not always follow the wishes of the people, because the "wet customization" is the first mode, the lack of imitation and learning objects, Zhang Congbin also encountered a series of problems in the early stage of entrepreneurship. Until micro-blog became popular, Zhang Congbin also registered an account, calling himself "crazy tailor". Perhaps it was a blessing to the heart, and one day he suddenly realized that micro-blog could also be used as a business platform.

In April of this year, he began trying to publish some models of clothing on the Internet and accepted orders from micro-blog users. As a result, fans will leave messages immediately, indicating that they should be customized. "Crazy tailor" has been popular all over the Internet. Up to now, it has nearly 60 thousand fans and receives nearly five hundred orders per day. When the turnover is the highest, it reaches about one million yuan in three days.

Zhang Congbin positioned the market target group as a middle-income female customer. He believed that such customers should pay more attention to clothing rather than brand and more rational consumption. He also believes that more and more young women are no longer advocating brand names, and do not need to rely on famous brands to show their identities. In the traditional circulation channel, the price of clothing has been replaced by the factory, the brand, the general agent and the franchisee until the end of the physical store. All of this will eventually be passed on to consumers.

"My brand has no brand premium, I just want to help customers make a dress that she wants, that's so simple". According to Zhang Congbin's statement, a coat of 5000 yuan or so in a large shopping mall costs about 500 yuan, and they will charge another commission to make it ninety percent off to eighty percent off of the same brand clothes.

In the course of Zhang Congbin's pioneering work, there was a very female customer who touched him very much. The female customer saw a brand of a dress in the mall, went back and forth three times, but she was too hard to buy it. When she finally decided to go shopping, she went to the store and the clothes had gone off. She cried. "Our customers are young women. They all want to be beautiful. They need good clothes to decorate their own lives. But those high prices make their basic wishes become a luxury. This is a very cruel thing." In order to meet the needs of such customers, Zhang Congbin and his team are working hard.

We need to open the concept store to more places.

However, let reporters doubt that the traditional clothing purchase, the need for on-site selection, try on, in order to pick out their own fit clothing. If you only rely on micro-blog to customize, will clothes be inappropriate? Only by relying on pictures to pick clothes, customers feel less, such as fabric, color and other information can not directly feel, will there be goods wrong?

In order to solve this problem, Zhang Congbin not only carried out this kind of business expansion on micro-blog, but also set up physical stores and concept stores. Concept stores do not carry out clothing sales in real terms. Customers can choose clothes from the store and try them on, try them on and then place the order online. Therefore, customers who can come to the concept store seldom appear unfit. For customers who can not go to the concept store, customers can only rely on professional skills to provide advice for them.

For future development, Zhang Congbin said, "wet customization" can be applied not only to women's clothing, but also to other branches of clothing, such as children's clothing and leather bags. "We will try our best to open the concept store to more places". He is developing a nationwide investment promotion, hoping to bring this concept to the whole country. However, Zhang Congbin also said that joining will set a higher threshold for those who understand and agree with the concept of wet customization and have the ability to serve better customers.

But just like all new things, Zhang Congbin admits that "wet customization" also has no way to break through the problem of delivery. Since the pricing is based on zero inventory, the fabrics needed for making the garments are not in stock and can only be ordered. Starting from getting the order, the material delivery takes about 50 days, and the production period takes about 20 days. Together, from the beginning, the delivery time is about 75 days. In this regard, Zhang Congbin believes that there is still no way to solve, only to promote the time ahead, for example, since November began to promote spring. Customize one season in advance.

Enlightenment from entrepreneurship:

1, clear market positioning, market segmentation is very important.

Zhang Congbin's success is largely based on his clear market positioning and market segmentation. He clearly targeted the target customers as "reasonable income" middle-income women, so that everyone can afford to buy good clothes, thereby cutting unnecessary links.

2, innovate business models in traditional industries and create blue ocean.

Garment industry as a traditional industry, market segmentation is more comprehensive, fierce competition, high-end products continue to carry out marketing war, low-end products continue to carry out price slaughtering. In traditional industries, if we can carry out a certain "mode innovation", we can meet some specific needs of consumers.

3, entrepreneurs should pay attention to the impact of new media.

The emergence of new media will bring different opportunities and challenges to entrepreneurs. From traditional paper media, TV to later portals, SNS website Renren and so on, all have different embodiment. Micro-blog, as a hot information dissemination mode in China, is not only a transmission of ordinary information, but also an expansion platform for business. In foreign countries, viral marketing through micro-blog and other SNS websites has long been a common occurrence.