Data from the National Bureau of Statistics shows that from January to September, the total retail sales of consumer goods reached 2.73324 trillion yuan, down 7.2% year on year.Among them, the total retail sales of textile and clothing exceeded 800 billion yuan, down 12.4% year on year.At this time, the customized clothing under the business model of small batch and multi-frequency flexible manufacturing shows a high risk resistance.
A garment, from design to delivery, can be finished within 7 days.A consumer custom-made clothes according to his own preferences, from the production line to the consumer to wear the body only 10 days.The garment industry is changing faster than you can imagine.
"Fast anti" characteristics rise
Hanzheng Street, with a history of more than 500 years, is fast again.
In Wuhan, the resident designers of Hanzheng Street have close communication with the global "buyer" online, and within 2 days, they can design clothing styles that meet the characteristics of domestic regional consumption.In Wuhan City Circle, within a 100-kilometer radius centered on Hanzheng Street, there are more than 4,000 factories producing matching garments.Within 2 days, clothing samples, large samples can be sent to dealers for evaluation.
Formal production can also be completed in two days.Through Hubei's extensive water, land and air transportation pipeline, most areas in China can receive goods within 2 days.
"Seven-day 'quick reaction', which has become the 'standard' of Hanzheng Street clothing merchants.In places like Guangzhou and Hangzhou, you have to place orders at least one month in advance.""Said Tao Guoyin, general manager of Mengsk Men's Wear.Tao Guoyin has been in the clothing business in Shishi, Fujian province, for 40 years.In May this year, he decided to set up shop in Hanzheng Street.
How quick was Hanzheng Street's response?
Zhao Yang, a partner of Hejun Consulting, said it was 7 days faster than Zara, leading the country and the world.Zara, the inventor of "fast Fashion", has more than 2,000 stores around the world and can deliver clothes to them within 14 days.Now, the whole garment industry chain of "six in one", including research and development, design, plate-making, production, display and sales, has been basically formed in the "1+8" city circle of Hubei Province, thus laying the unique "fast and reverse" characteristics of Hanzheng Street.
He Wanpeng, director of the Shanghai Forebeach Emerging Industry Research Institute, calls this industrial form a "nebula-shaped ecology".Its core is clear and powerful consumption and trade services, the extension is supply chain finance, cultural design, fashion creativity, bonded exhibition, etc.He said that Hanzheng Street is becoming the origin, the first place, the gathering place, the testing ground and the competition field of new life products.
With the "fast anti" ability, Hanzhengjie clothing in recent years quickly occupy the market.According to the statistics of Hanzheng Street Management Committee, Hanzheng Street has gathered more than 10,000 clothing merchants, and the scale of the clothing industry has exceeded 100 billion yuan.Among them, "Han faction" fashion autumn winter men's wear has occupied more than 40% of the market.The Overall Design Plan for the Renaissance of Hanzheng Street issued last year pointed out that by the end of the 14th Five-Year Plan, the annual turnover of Hanzheng Street should exceed 300 billion yuan, and the annual turnover of cross-border e-commerce should increase by more than 100%.Constructing a new development pattern of domestic and international double circulation in an all-round way, closely focusing on the two key words of "integration" and "high quality", and represented by "nebula-shaped ecology" in Hanzheng Street, Wuhan is vigorously driving the economic development of the province and the Yangtze River Economic Belt, and contributing to the rise of the central region.
Customization is the new trend
At the same time, Qilu earth's clothing industry is also quietly changing.Today's Shandong consumers are no stranger to "customization" of clothing.Guo Rui, an expert in the apparel industry, said recently that a customizable clothing supply system centered on consumer demand is taking shape and customization will become a new trend.
From the perspective of consumption upgrading, personalized demand of consumers is a "big cake", and many overseas brands have launched personalized customization services.Canada Goose, for example, recently announced the launch of a new customisation service that allows customers to customize a hood trim.But for now, Chinese consumers can only experience the service through offline pop-up stores in Shanghai, which is not enough to impress more urban users.
Uniqlo, a fast fashion brand familiar to domestic users, is good at cooperating with fashionists and masters to apply popular elements such as art, music and film into Uniqlo T-shirts, because users can design an exclusive UT by DIY, which has aroused many young users' "impulse" to place orders.
Shandong is cattle intelligent manufacturing co., LTD., executive director of ryearn far said, with consumption upgrade wave swept through, the young group as the main consumption, they are also constantly changing consumer demand, "the price" is no longer the main measure of influence consumer behavior, consumers are more care about the product quality and the design connotation.This change in consumer demand is "forcing" clothing manufacturers and service providers to change the traditional model, and gradually toward a consumer-oriented model.
Data from the National Bureau of Statistics shows that from January to September, the total retail sales of consumer goods reached 2.73324 trillion yuan, down 7.2% year on year.Among them, the total retail sales of textile and clothing exceeded 800 billion yuan, down 12.4% year on year.At this time, the customized clothing under the business model of small batch and multi-frequency flexible manufacturing shows a high risk resistance.
During this year's "Double 11", Tmall clothing merchant "Chumian" cooperated with Alibaba's new manufacturing platform -- Rhino Intelligent Manufacturing Factory to launch custom-made clothes for buyers. It only takes 10 days from production off the production line to consumers' wearing. Among them, IP hot selling items were repeatedly ordered.
Under the trend of customization, consumers' personalized needs change more and more quickly. It is possible that a hot Internet word or emoticons will appear and users will receive orders on the same day.For the production supply chain, this is a new challenge.So, can customization turn a clothing brand around?
Flexible and individualized counterattack
As a leader in the field of intelligent clothing manufacturing, Hesburg has fully built the global denim intelligent personalized customization supplier platform in 2016, and the new intelligent personalized customization hanging assembly line.Through the customized platform of Hesburg, customers can place online orders independently, the system can automatically typesetting and cutting, and the MES system can drive each operation unit to carry out garment manufacturing.
Therefore, Hesburg broke the traditional foreign trade barriers, embarked on the road of "flexible small batch production and personalized customization", and gradually formed its own unique core competitiveness, including the control of denim garment pattern, style, technology, washing water, consumer human body data and other industrial big data.Where it used to be two or three a month, now a jeans might be a style.The "customization" model became its core business.
Ren Haoyuan, executive director of Shandong Shangniu Intelligent Manufacturing Co., Ltd., a subsidiary of Heisberg, said, "We are driven by customer demand and realize the whole process of personalized customization of jeans, shirts, jackets, etc., which reduces inventory costs and raw material costs in the customization process."
It is reported that, different from the traditional clothing production enterprise workshop, in the intelligent workshop of Hesburg, each worker has a screen on the operating platform, the workers swipe the card, the consumer through the network personalized customization information will be displayed, the consumer's private customization clothing will be completed from here.The platform realizes the interconnection of 14 subsystems, realizes the integration of front-end design and back-end production, and carries out big data-driven production.
"Through platforms such as Shangniu.com and NecessaryMall, users can directly customize personalized denim clothes according to their own creativity or requirements.After placing an order, the workshop will carry out intelligent typesetting and automatic cutting.By grafting resources and reconstructing production relations, consumers can enjoy and participate in the whole experience and process of intelligent manufacturing."According to Ren, the garment production period has been shortened from 30 days to 7 days, and the production efficiency has increased by 200% compared with traditional manufacturing, while the design cost and material inventory have decreased by 60% respectively.
The "intelligence +" of denim clothing makes the order volume of Fort Hays realize steady increase.Last year, new business orders increased 24 times, product gross margin increased 30 percent, product inventory decreased 35 percent, and production efficiency increased 28 percent.Now, Heisbourg has also reached cooperation with many domestic and foreign light luxury brands, opening the market in Europe and the United States.
After new retail, new manufacturing is the key, Ren said."Consumers need to produce what they want, from 'nanny' production to 'market' production, from order production to modern standardized, refined, flexible, customized production, which is the most powerful form of multi-interaction linked garment industry chain."
