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Fast Fashion Mode Is Changing Traditional Clothing Formats.

2013/4/28 22:43:00 65

Chen Zhen (pseudonym) has just received 20 thousand orders for women's clothing from Meng bazaar in Dongguan's factory. There is only one approximate style requirement, and the contents of the order are always variable.

Less than three years ago, Chen Zhen would never accept such orders with many variables. Even if the order profit was low, Chen Zhen would be more willing to accept orders under the traditional mode, such as styles, fabrics and so on. P

For the owners of a target= "_blank" href= "//www.sjfzxm.com/" > clothing /a > factory, they prefer stable and long term orders because this is a "standard" business.

nowadays, the development of garment industry has changed the format of garment production. As a factory that takes orders to earn a living and revolves around the wholesale mode, the factory must also make adjustments.

In terms of appearance, although Chen Zhen's factory is no different from the ordinary factory, there have been great changes inside: he has split the traditional large production lines into small and medium-sized production lines, and has set up 2 groups of more than 100 people, who are responsible for the order of fast fashion mode.

"now only one large production line is reserved, the rest has been split into small and medium-sized production lines."

Chen Zhenxiang reporter said that his factory in the Pearl River Delta region has begun to pform. Due to the rise of ZARA and other brands, the fast fashion mode has gradually spread in the clothing industry. Now more and more small order patterns have begun to replace the traditional large orders.

The change of P Chen Zhen also led the owners of some garment factories to participate in the fast fashion mode. The dream bazaar, as a company that has been committed to the fast fashion mode, is hard to find a factory willing to accept such small orders in its early stage of business. According to Li Shudong, founder of dream bazaar, because of the lack of starting capital, every product that they design can not find large factories to produce at the beginning. Only small factories are willing to receive such a large quantity and small quantity of orders.

because of the large inventory in the traditional clothing industry, many factories have abandoned traditional orders to seek a fast fashion mode with more sustainable genes.

As far as dream bazaar's judgement is concerned, about 60% of large factories are willing to try to accept orders. So, bazaar has solved the problem of foundries, and the company has rapidly entered the rising channel.

quick turn over

the large number of inventory that the apparel industry has seen has made many garment factories owners ponder. The stock of the brand terminal has affected the benign operation of the entire garment industry. The rise of labor cost and the shrinking of foreign trade orders are undoubtedly adding more difficulties to the garment factories that always make orders.

according to the 2012 annual report, 50% of the 23 garment companies that had released data declined last year, total inventories increased three times a year, and accounts receivable increased by 983.81% over the same period last year.

In terms of inventory data, in the 23 companies that had disclosed the annual report, last year 6 apparel home textile inventories decreased year by year, and 17 companies continued to grow in inventories. In 2012, the stock in 2012 was 548 million yuan, an increase of 103.99% over the 269 million yuan in 2011. Besides, the inventory volume of card slave Road, Chinese clothing, Busen shares, Maison culture, Saturday and hill rose 82.33%, 79.66%, 37.22%, 30.77%, 30.77% and 30.77%, respectively.

"before, YISHION, Baleno and other large orders are becoming less and less, so we can only wait and close down after production."

Chen Zhen said that domestic clothing enterprises have seen high inventory in recent years. Transformation is imperative. However, it is inevitable to pay for the pformation. The implementation of the fast fashion mode for garment manufacturers means overturning the production mode that has been running for many years.

mass production is the main business of these garment enterprises, but it is not what they are good at to produce in real time according to market demand. Many industries can not undertake the high burden brought about by pformation and choose to close down the factory.

The emergence of "P > fast fashion mode also poses a new challenge to Chen Zhen's business. The former centralized production mode does not need him to pay attention to the whole industry trend at all times. He only needs to produce quality assurance according to the order requirement. What he wants to do is to maintain a good cooperative relationship with those large garment enterprises. Now Chen Zhen not only guarantees the quality of production, but also keeps an eye on the industry trend and makes preparations in advance.

it is understood that for the fast fashion mode, the practice of dream bazaar is based on products of different categories, initially producing 10% to 30%, and then continuing to follow the market reaction to decide whether to make volume production and emphasize the ability to "turn the bill".

"if this product is not sold well, it will not be reproduced."

Chen Zhen said that the ratio between the futures and the supplement of traditional brands is usually between 8:2, while the dream bazaar is 3:7.

All of the sales data of dream bazaar are instant, and some styles even begin to make up the bill only after a day's sale.

this puts forward new requirements for the factory. The traditional large production line no longer adapts to the rapid adjustment proposed by the fast fashion mode. The small, quick, and smart small production line is more in line with the new mode. In Chen's view, the new mode should constantly change the order style, and if the fruit is used thousands of people's large production line to produce, it will be difficult to continue.

The high storage of the traditional mode makes the whole garment manufacturing industry stagnate. The desire of the major brands to digest inventory is much higher than the sales temptation brought by the new orders, but the "new efficiency" is the core competitiveness of the garment enterprises.

this allows the factory not only to accept new pattern orders, but also to adjust its production to keep pace with the trend of fashion. In Chen Zhen's office, apart from putting the traditional tea sets of South of the Five Ridges merchants to entertain guests, the most prominent thing is to stack them on the desk if they want to do fashion magazines.

"only by doing these jobs ahead of time will we be able to secure more orders for ourselves. The present situation is very demanding for the production rhythm."

Chen Zhen said that the fast fashion mode made his nerves tense and kept away from fashion circles. He also became an audience of Paris and Milan fashion week.

for Chen Zhen, always pay attention to the latest fashion trend can help him prepare raw materials ahead of time, so that he can receive fast fashion orders at any time, rushing to battle is difficult to meet the quality requirements of the enterprise.

Chen Zhen said, "though not very well understood, we can predict which a target=" _blank "href=" //www.sjfzxm.com/ "> cloth" /a "will sell well, and mainstream clothing enterprises will follow this trend.

data modeling

the particularity of the traditional clothing industry is that the sales terminal must maintain a considerable quantity of stock before it can avoid the shortage, because the clothing purchase is obviously random. If the consumer can not buy a product, he will have to wait until he has the goods and then go to buy it with a very low probability, and the retailer will be used to maintaining the success of every paction by raising inventory.

P. Once the terminal retailers begin to increase their inventory, their direct wholesalers will also increase their inventory for the same purpose.

After the pfer of multi-level wholesalers, the market demand will be doubled, although the actual demand of the market is actually decreasing.

So the most absurd thing has emerged. When consumers have consciously or unconsciously boycotted the product, the factory is getting a firm and unmistakable new order, so enterprises will produce more and more unsalable goods until the stock crisis erupted last year.

fast fashion mode for traditional clothing enterprises to redefine their own development mode, the original half an annual meeting once ordered feedback information and centralized order mode can only produce more and more intelligent Xiaoping in today's industry background, because consumers of different age groups are different in behavior habits, consumers' needs are more and more diversified, and this is reflected in the women's clothing market. Dozens of different styles together form a mass of personalization.

"P >" and the Internet gives Li Shudong infinite imagination space. Through the instant data feedback from the Internet, he can help him avoid the defects of the traditional clothing industry, such as inventory, individualization and so on. Li Shudong expresses that the analysis of consumer's habit can help enterprises to implement the fast fashion model by establishing the sales cycle model through the data, planning the production line according to the customer demand information, realizing the suitable production resources according to the customer needs, and producing the customer demand products in a timely manner, so that the industry chain from customer needs to production supply directly to the customers is linked.

dream bazaar was first established in the field of women's underwear in the early 2007 through e-commerce. Li Shudong began to realize the precise positioning through the market segmentation, so as to change the traditional underwear store's classification according to lace, classify the body, occupation, income and so on, match different design elements, and set up different editions, which are very popular among female consumers.

through network trial sale, real-time data feedback, timely investigation of subsequent fabric layout and garment factory scheduling, so that daily factory capacity and actual sales match, thereby reducing inventory backlog risk and shortening customer waiting time, the company from order to shipment only 7 days.

A target= "_blank" href= "//www.sjfzxm.com/" > designer /a > clear product development direction, according to the plan set quarterly development needs and brand positioning for group goods, according to the sales test of each commodity, the estimated sales volume, for each quarter, the overall sales volume is controllable higher than the traditional offline sales mode, the dream bazaar inventory turnover days 35 days, the end product sold 90%, the main brand sales rate is 95%, while the traditional garment industry delivery cycle is long, from design to production, and then to the retail shop sales, often as long as half a year, resulting in the clothing new product cycle is too long, the inventory processing pressure is too large, also can not meet the customers' comprehensive needs. develop product requirements before product development to help

build customer shopping habits and preferences through the model. The website intelligent advertising system can send personalized products to customers through the EDM system through the recommendation of the latest products, and through the intelligent network alliance system, SMS system, mobile phones and so on to release the dream bazaar personalized product advertising and sales information, and through the website, telephone, mobile phone applications, tablet computers and other ways of ordering products.

"but the process of data accumulation is very long. We also have about 200 million of the sample database after three or four years of accumulation."

Li Shudong said.

Up to now, the information system of the dream bazaar has undergone 5 upgrading, and its daily processing capacity has reached 100 thousand or more. P

And every time the information system is upgraded, the company will adjust some operation rules according to the feedback of consumers' behavior, reduce the degree of distortion of the market, and improve the guiding significance of the analysis results.

in the "smile curve" theory of marketing, both ends are upwards, and the fast fashion mode in the industrial chain will add more value to the two ends -- the development and design of the front part of the industrial chain, the brand promotion, logistics distribution and after-sale service of the back end, and the lowest added value in the intermediate link. The value-added part that the Internet can bring to consumers is different from the value-added part brought by the line.

the rapid response of the Internet can help dream bazaar to design different types of consumers through instant data response, so as to meet individual needs. At present, there are more than 400 designers in dream bazaar, who subdivide them into twenty or thirty different styles according to the positioning of different customers. Each group has different designers and completes the fashion fast fashion design.

"The reason why we can grow fast in a short time is due to the rationality of the architecture, not only to understand the operation of the traditional clothing industry, but also to have enough Internet genes."

Li Shudong told reporters.