"Fast Response" Becomes Standard Configuration, Flexibility Becomes Trend: Do You Feel These Changes In Clothing Industry?

A piece of clothing, from design to delivery, completed in 7 days. A consumer can customize clothes according to his own preferences, and it only takes 10 days from the production line to the time when the consumer wears them. The clothing manufacturing industry is undergoing tremendous changes, fast to unimaginable.

The rise of "fast response" characteristics

Hanzheng Street, with a history of more than 500 years, is "fast" again.

In Wuhan, the resident designers of Hanzheng Street communicate closely with the global "buyers" online, and can design the clothing styles in line with the domestic regional consumption characteristics within 2 days. There are more than 4000 garment factories in Wuhan city circle with Hanzheng Street as the center. Within 2 days, garment samples and large samples can be sent to dealers for evaluation.

Formal production can also be completed in 2 days. Through the water, land and air transportation pipelines in all directions of Hubei, most areas in China can receive the goods within 2 days.

"Seven days' fast response" is already the "standard configuration" of clothing merchants in Hanzheng Street. In Guangzhou, Hangzhou and other places, the order must be at least one month in advance. " Mengsk men's wear general manager Tao Guoyin said. Tao Guoyin has been in Shishi, Fujian Province for 40 years. In May this year, he decided to open a shop in Hanzheng Street.

How fast is Hanzheng Street's quick response?

Zhao Yang, a partner of Hejun consulting, said that it was seven days faster than Zara, leading the country in the world. Zara is the inventor of "fast fashion", with more than 2000 stores around the world, which can deliver clothes to stores within 14 days. Nowadays, the clothing industry chain of "six in one" of R & D, design, printing, production, display and sales has been basically formed in Hubei "1 + 8" urban circle, thus laying the unique "fast response" characteristics of Hanzheng Street.

He Wanpeng, President of Shanghai Qiantan emerging industry research institute, called this industrial form "nebula ecology". Its core is clear and powerful consumption and trade services, and its extension is supply chain finance, cultural design, fashion creativity, bonded exhibition, etc. He said that Hanzheng Street is becoming the birthplace, starting place, gathering place, testing ground and competition field of new life products.

With the ability of "quick reaction", Hanzheng Street clothing has occupied the market rapidly in recent years. According to the statistics of Hanzheng Street Management Committee, Hanzheng Street has gathered more than 10000 clothing merchants, and the scale of clothing industry has exceeded 100 billion yuan. Among them, "Han school" fashion autumn and winter men's clothing has occupied more than 40% of the national market. The overall design scheme for the revitalization of Hanzheng Street issued last year pointed out that by the end of the 14th five year plan, the annual transaction volume of Hanzheng Street will exceed 300 billion yuan, and the annual growth rate of cross-border e-commerce transaction volume will be more than 100%. Wuhan, represented by the "nebulous ecology" of Hanzheng Street, is vigorously promoting the economic development of the province and the Yangtze River economic belt and helping the rise of the central region.

Customization becomes a new trend

At the same time, Qilu clothing industry is also quietly changing. Today's consumers in Shandong are no stranger to the "customization" of clothing. Guo Rui, an expert in the clothing industry, said recently that a customized supply system centered on consumer demand is taking shape, and customization will become a new trend.

From the perspective of consumption upgrading, the personalized demand of consumers is a "big cake", and many overseas brands have launched personalized customization services. For example, Canadian geese, a down jacket brand, recently announced the launch of a new personalized customization service. Consumers can customize the hood trim. However, at present, domestic consumers can only experience this service through offline Shanghai flash stores, which is not enough to move the hearts of more urban users.

UNIQLO, a fast fashion brand that domestic users are more familiar with, is good at cooperating with Chaoren and masters to transfer popular elements such as art, music and movies onto UNIQLO T-shirt, because users can DIY and design an exclusive UT, which arouses the "impulse" of many light users to place orders.

Ren Haoyuan, executive director of Shandong shangniu Intelligent Manufacturing Co., Ltd., said that with the upsurge of consumption, young people, as the main consumers, their consumption demand is also changing constantly. "Price" is no longer the most important indicator affecting consumer behavior. Consumers are more concerned about product quality and design connotation. This change in consumer demand is forcing garment manufacturers and service providers to change the traditional mode and gradually move towards a consumer oriented model.

According to the National Bureau of statistics, from January to September, the total retail sales of consumer goods reached 27332.4 billion yuan, down 7.2% year-on-year. Among them, the total retail sales of textile and clothing in China exceeded 800 billion yuan, a year-on-year decrease of 12.4%. At this time, the customized clothing under the business model of small batch and multi frequency flexible manufacturing shows a higher wind risk resistance.

During the "double 11" period this year, tmall clothing merchant "chumian" and Alibaba's new manufacturing platform rhinoceros intelligent manufacturing factory launched customized clothing for buyers. It only takes 10 days from the production line to the time when consumers put on their clothes. Among them, the IP hot-selling items have been turned over many times.

Under the trend of customization, the frequency of consumers' personalized demand changes more and more quickly. It is possible that a network hot word or expression pack will appear, and the user's order can be received on the same day. For the production supply chain, this is a new challenge. So, can customization make the clothing brand turn over?

Flexible, personalized counter attack

As a leader in the field of intelligent garment manufacturing, heisberg has built a global jeans intelligent personalized customization supplier platform in 2016, and launched a new intelligent personalized customized hanging line. Through the heisberg customized platform, customers can place their own orders online, the system can automatically typeset and cut, and MES system can drive each work unit to carry out garment manufacturing.

Therefore, heisberg has broken the traditional barriers to foreign trade, embarked on the road of "flexible small batch production and personalized customization", and gradually formed its own unique core competitiveness, including industrial big data such as jeans pattern, style, technology, washing water, consumer body data, etc. Originally, only two or three styles are produced a month. Now, a jeans may be a style. "Customized" mode has become its core business.

Ren Haoyuan, executive director of Shandong shangniu Intelligent Manufacturing Co., Ltd., a subsidiary of heisibao, said, "driven by customer demand, we have realized the whole process digitization of personalized customization of jeans, shirts, jackets and other categories, and reduced the inventory cost and raw material cost in the customization process."

It is reported that different from the workshops of traditional garment manufacturing enterprises, in the intelligent workshop of heisberg, each worker has a display screen on the console, and the workers swipe their cards. The information of consumers' personalized customization through the Internet will be displayed, and consumers' private customized clothing will be completed 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.

"Users can directly customize personalized jeans according to their own creativity or requirements through platforms such as" shangniu.com "and" essential mall ". 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. " Ren Haoyuan introduced that the construction period of clothing production has also been shortened from 30 days in the past to 7 days, the production efficiency has increased by 200% compared with traditional manufacturing, and the design cost and material inventory have decreased by 60% respectively.

The "smart +" of denim garment making has made the order volume of heisberg increase steadily. Last year, the number of new business orders increased by 24 times, gross profit rate increased by 30%, product inventory decreased by 35%, and production efficiency increased by 28%. Today, heisberg has also reached cooperation with many luxury brands at home and abroad, opening up the market in Europe and the United States.

Ren Haoyuan said that after the new retail, new manufacturing is the key. "Consumers can produce what they need, from" babysitter "production to" market-oriented "production, and from order based production to modern standardized, refined, flexible and customized production, which is the most powerful form in the diversified interaction of the clothing industry chain."