Clothing Custom Market Is Gradually Hot, C2M Clothing Customization Upstream And Downstream Game

Over the past few years, the clothing custom market has gradually become hot, the market size is approaching 200 billion yuan, and the participants are only more than 200. There is no old mountain top, only new faces, quantity customization, clothing people, Evo tailor, easy to change clothes and so on.

Everyone wants to be a microphone in the market.

Is it like the 15 day of tiger sniffing "iceberg" that can melt 2 trillion clothing stock? "In this industry, it seems that the C2M custom companies that have been transformed from traditional factories will be better off," he said.

Unfortunately, most of the participants in the industry are newly created, holding a brand, butting upstream factories and downstream sales. But in this way, the right to speak on the upper and lower reaches has become the key.

　 First, the upstream mainly manages the supply chain.

First of all, talk about the right to speak upstream factories.

Before investigating a C2M custom clothing enterprise, in the first spring festival that the business meets, the whole company is anxious and busy. There is a sudden problem in the cooperative factory. It is promised that the order will be postponed within 10 days (or 15 days here).

On the one hand, because of the early factory workers' early holidays, many orders were hoarded, but the factories did not communicate in time. On the other hand, orders on the platform continued to go forward, the supply chain was paralyzed, and a vicious circle occurred.

This sudden accident almost lost the initiative of the new brand.

Why do factories that produce more than ten times sales volume will have delayed events? On the surface, entrepreneurs and factories are not in good communication. Workers in general factories spend more than 20 days or even a month in the Spring Festival, and their capacity is idle. But the sales staff of the brand side, usually 7 days after the Spring Festival, the order has been coming in. Most of the entrepreneurs who saw the draught only brought money and resources, but there was not much industry experience, which would form a dislocation between the upstream and downstream.

But in the final analysis, the company's priority in the factory is not enough.

In cooperation with factories, the factory is always willing to give priority to key customers. Whoever has a single size and a high scale efficiency will have more priority. Although the company is optimistic in its initial volume, it is a leader in the field of C2M, but how much is it sold to different partners? The initial platform, the customization area, the volume and the attributes determine that their sales volume is temporarily less than that of the traditional clothing brand.

In the case of single volume ratio, these companies will adopt other ways to make the right words. The first is investment in stocks. Remember two years ago, Yi Bang people raised 50 million yuan. According to founder Fang Qin, the financing will focus on strengthening supply chain capabilities, and most of the investment will be invested in excellent factories. The binding of interests is more clear than the determination of sales volume.

The other way is to build factories ourselves. For example, the quantity customization in Guangzhou is said to be one of the partners of the original factory. This factory adjusts its production line, and has both the mode of mass production and the production capacity of C2M mode.

Of course, supply chain management is not as good as supply chain management.

The Hai Lan home in the clothing field is the representative of the operation supply chain. Hai Lan's home and suppliers sign a return clause for unsalable goods, which does not bear the risk of tail cargo. On the other hand, the company will repurchase the products through its subsidiaries, so as to reduce the pressure and pressure of the suppliers.

Such a model may be bad for itself, but it is good for the overall supply chain. It runs the entire supply chain, not just a company.

C2M customization is a mode of first sale and post production, and garment inventory is totally unnecessary. But the inventory turnover with a longer turnover and the same value of fabric inventory has become an uncertain factor in the factory.

If C2M is willing to purchase its own fabrics and reduce factory inventory pressure, it will be able to control the plant from operation. After all, as a brand side, it has a sales staff who are close to the terminal consumers and can understand their needs deeply. The market forecasts it made are generally accurate in factories, and there will be no bullwhip effect in traditional production chains.

Two, the main prevention of flying documents downstream

Running a supply chain and winning a factory can be the key to controlling the right to speak. But in the final analysis, the guarantee of factory efficiency comes from the reduction of marginal cost after large scale orders. To put it simply, channel (line dress Consultant / volume division / Sales) is another voice contender of C2M clothing customization company.

On the 15 day, can iceberg Dissolve 2 trillion clothing stocks? "I did not give much introduction to this case, and I can summarize it based on my research.

The main problem of channel is flying alone. The sale of A company is probably due to the high royalty of B company, and privately provided B company with the customer resources of A company. This is called fly alone.

Therefore, the salary system is the key.

In recent years, I have made nearly two or three sets of shirts every summer, and occasionally have suits and trousers. In this way, you can contact different C2M company door-to-door service beauty consultant. Their door-to-door service, ha ha, I mean volume, really thoughtful, and can tell me some company information.

Company case 1

Xiao Zhang, whenever there is a user appointment, she has to carry a medium-sized suitcase and leave it in every corner of the city. According to my previous understanding in traditional clothing custom stores, the percentage of Xiao Zhang's colleagues is 4%~6%, most of which are high-end clothing brand chain, or local clothing custom enterprises, and the unit price is generally more than 2000 yuan. But these C2M Custom Brands can give almost 10% of the royalty, but the unit price is about 500 yuan.

The ratio does not seem to be a problem. From the hedge between the change of passenger price and the percentage of the royalty, the dress consultant gets the Commission, which is about 50~80 yuan. The difference between the royalties is often made up for daily door-to-door service subsidies, travel and transportation support.

In the company where Xiao Zhang is located, they will give some career promotion channels to seek long-term development for them. Among them, the user repeat purchase, introduction and retention rate has become the main indicator of the dress consultant. Through the growth of these indicators, sales, like Ali's P1, P2, P3 and P4, grow at the same level.

Xiao Zhang, who I talked with, is P4 grade, and the base salary and royalty ratio are quite high. But every month, her performance goal is nearly 200 thousand yuan, which means she sells more than 100 per month. Except for weekends, she can visit on an average day. Four point five On the other hand, in general, 5 per person per day is already very saturated.

But the company also stipulates that if you earn less than 5000 yuan a month, you may be eliminated. As a result, Xiao Zhang began to turn to high unit price or repeat purchase rate.

Expensive clothes are high in commission, while repeat buyers do not need to go home. Data have been obtained, and orders can be placed directly.

As a result of blindly raising the unit price, it may affect the user experience, thereby reducing the re purchase rate, so Xiao Zhang understands that we must do a good job in service and increase the repeat purchase. This makes the user experience almost discounted into wages. Xiao Zhang also told me that a mistake in the service process not long ago resulted in a refund of the order of 9800 yuan, which resulted in her real salary less than 1200 yuan.

Company case two

Another company, Xiao Huang and I am a fellow townsman, have talked with me a lot. She said the company gave her a commission of 30%, which is about 2~3 times the average. But its main business is shirts, and the rate is not too high, so the unit price is generally three hundred or four hundred, and the total amount is not high.

According to Xiao Huang, such a high commission is the company's high demand for factory production efficiency, resulting in lower overall cost than peers. Although doubtful, but two or three years later, the company's development is not bad, I also acquiesced.

In order to eliminate sales and recommend only high priced products, Xiao Huang's company calculates all the royalty ratios at a price. In this way, they will objectively recommend to users, not just praise how expensive, how cheap it is. But this requires that the company's pricing system should be perfected, which is also a technological activity.

In order to achieve better market results in such a royalty system, the company also allows agents to compete. Now many people call it "city partner", that is to say, each city looks for a partner. In the past, in order to safeguard the rights and interests of each partner, the company will mark your market area, and Beijing's business should not go to Henan to grab another partner's business.

But this company is different. It is said that he has 5 teams in Beijing and has been in a state of competition. If a city partner fails to perform well, his team will naturally be eliminated.

Such a system may not be applied to another company, but it always gives some inspiration to colleagues. For those companies that do not have the following qualifications, but through the advanced technology such as AR, data flow is generally derived from the BAT system. This requires companies to calculate ROI (ROI) and LTV (life cycle total value).

But now the online traffic costs are high, and there is no better service to stick to private users under the line. In fact, this mode of playing is a bit like the traditional e-commerce game, which requires operators' experience in operation. Author: Baer slag