Internet + Clothing Customization Mode To Return To The Horizon

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The brand of the AVO tailor announced that it won a 150 million yuan B round of financing, which was led by Junlian capital, IDG and investment.

The company focuses on the use of Internet technology for C2B apparel customization, but its management team also realizes that the pure Internet approach can not solve the experience problem completely.

In the field of custom-made, we must take the combination of physical stores and the Internet.

Therefore, the evo tailor has not only set up offline experience stores in 30 cities nationwide, but also launched a customized tailoring platform this year to provide door-to-door customization services for users.

Whether there is a traditional industry's counterattack that is the sense of surprise and sudden discovery, the A apparel market has been ranked the fourth largest in the 28 sub sectors of China's textile industry this year.

In the view of the outside world, the A share market is one of the representatives of traditional industries.

Being sought after by capital is not without reason.

For a while, clothing companies applied the concept of "Internet +" to themselves, but after a period of practice, the value of "industry + Internet" pformation mode was gradually excavated by the market.

In May 20th, Li Guilian, chairman of Dayang creation, the largest Western-style production and marketing company in Shanghai listed companies, said at the shareholders' meeting in 2014 that the company's single unit business has been launched worldwide. The company plans to shift the scope of the single unit business from the US market to Europe in the first half of this year, and has opened a branch in the UK.

Yi Huaqiang, an apparel industry analyst at Huarong securities, believes that with the help of Internet channels, the company has launched YOUSOKU pure online sales brand and adopted O2O's online sales mode.

At the same time, the YOUSOKU website launches "C custom service", that is, YOUSOKU has 35 unique sizes of clothing products. Consumers can only confirm the suitable size by entering the height, chest circumference and waist circumference, and can meet the body size difference between China and the north.

YOUSOKU relies on the technical superiority of "big Yang sewing", and has achieved rapid development by relying on the advantages of online sales channels.

In fact, there are quite a few listed companies that have launched clothing customization services.

In November last year, Shenzhen small and medium-sized board listed company George White pioneered the "WeChat custom shirts" system.

Prior to that, the company signed a cooperation agreement with the British high-end custom brand Chester Barre brand, hoping to learn from and absorb the excellent design and operation experience of the brand, so that the scale of Georges white private custom business will be greatly improved.

Also in November of last year, the seven wolves joined hands with suning.com to release the ultimate shirt of wolf totem, hoping to further customize the clothing market.

Zhou Shaoxiong, chairman of the board of directors, believes that this is an era of advanced customization. Advanced customization is personalized service. It aims at the design and production of each individual character and pays more attention to the appropriate degree of wearing objects.

This is also an important way for the seven wolves to deal with the tide.

Data show that in 2013, the company closed 505 stores, and thereafter, in the first half of 2014, the company announced another 347 outlets.

From the performance point of view, the first quarter of 2015, the company's operating income fell 2.3% to 640 million yuan, the net profit attributable to the parent company fell 39.3% to 67 million 897 thousand yuan, the overall performance is lower than the market expectations.

Therefore, it seems that the effect of corporate pformation is not satisfactory in the first quarter, and needs further observation in the future.

Similarly, the nine man king who made his fortune in men's clothing is also making a low-key strategy.

It is understood that, nine years ago, Wang began to offer customized services, including advanced customization services for dignitaries, celebrities, private enterprises, VIP customers, personalized customization for terminal stores and group buying services for enterprises or units.

The reporter saw in a research report released by the broker at the end of 2014.

The company's advanced customization strategy in 2015 is to take suit shirts as a breakthrough category, share the same price with the exclusive stores, and enhance the efficiency of the supply chain, and gradually begin to support the flexible production required by the company.

According to the insiders, in 2014, China's garment industry was affected by factors such as slowing domestic economic growth, the market continued to slump, domestic sales growth slowed down, turnover and net profit continued to decline, men's clothing brands were almost falling, and became the most unfashionable branches of China's garment industry.

Whether from the experience of overseas market development or the future development trend of Chinese market, customization is a good direction of pformation, but it is still necessary to observe whether we can combine the Internet to achieve pformation.

However, from the two level of market performance, the pformation of these clothing enterprises seems to have been recognized by the market.

Dayang's creation, seven wolves, Georges white, and nine herding companies have all gained more than 200% since the beginning of the year.