Huang Yuenan, a native of Hunan, has been engaged in clothing production in Beijing for more than ten years. Now, he’s playing a new trick – customizing men’s clothing on the Internet.
Looking very nervous. On the model website, users only need to enter three figures: height, bust and waist, and they can easily customize a top for themselves. For close-fitting clothing such as shirts, at least one additional piece of collar circumference data is required. Customized trousers only need to provide waistband and trousers
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Length and net hip data; for ties, only height is required.
“Many people don’t believe that we only need three numbers.” Huang Yuenan said. This sounds very mysterious, but he has been working on it for many years.
This stems from Huang Yuenan’s interest in informatization in his later years. This clothing industry boss entered a scientific research institution after studying biophysics and food science.
In 1993, Zhongguancun was experiencing a wave of scientific researchers, and Huang Yuenan also left the research institute and worked in the Japanese garment industry for two years. After that, he returned to Beijing and joined a private clothing company, Kushen. At that time, Huang proposed informatization reforms to his boss, but received no support.
“It’s too early to mention this in advance.” Huang soon left and founded his own clothing company. At the beginning, he tried to enter the market as an independent brand, but soon found that the channel cost was too high. He did not make any money at first, but lost a lot.
Huang found another way to provide companies with customized business attire services for employees. This time he finally implemented the informatization construction himself. Business attire customization requires a comprehensive measurement of each employee of the client, and Huang quantified and recorded all the data into a database.
In fact, this is also due to business needs. Different from fashion, business attire orders generally require multiple varieties, small batches, and fast response. Information-based records can quickly connect back-end production with front-end volume data, reduce errors, and are also conducive to timely replenishment of orders.
Through the informatization process of professional attire customization, they have accumulated more than 1 million samples.
Since 2001, Huang Yuenan began to figure out how to penetrate the group’s consumer market. In 2005, he was shocked by Internet men’s clothing brands such as PPG, but they had never figured out how to measure users on the Internet.
Until one day, Huang Yuenan retrieved an article on the Internet. The article said that the problem with clothing fitting is the need to produce enough models to meet customization needs.
Huang Yuenan suddenly realized: the data he accumulated is ready-made wealth. Through module synthesis and data analysis, the number of models can be obtained, and the process of customization and measurement can be simplified.
By 2008, he finally figured it out. Through data analysis work, he concluded that using 3,000 fewer models, supplemented by three options of “standard, slim, and loose”, can actually produce about 10,000 models, which can meet the needs of 95% of consumers.
At the same time, he divided the tailoring of various types of clothing into modules. Depending on the type of clothing, a piece of clothing can be divided into modules ranging from a dozen to dozens of pieces. The data provided by the consumer is combined with the models in the database, and can be quickly matched to one of 3,000 models. After selecting modules of different sizes, the back-end production link can be processed.
“Through this method, we have achieved true one-person-one-version.” Huang Yuenan said that this method is equivalent to the high level of the sportswear industry.
After thinking clearly, his online men’s clothing group customized brand “Xianpai” has been launched since October 2009. So far, it has sold nearly 3 million yuan.
The service business of Huang Yuenan and his colleagues has since formed a dual-core structure. One side is the traditional business wear group customization business, and the other is the group customization of branded men’s wear. The two share their own of factory capacity. There are currently 18 people in the Type Card operation team and nearly 300 people in the consumption team.
At present, the e-commerce trend of men’s customization services is dying. In addition to fashion brands, there are also Shanghai 7D Men’s Wear, Guangzhou Evo, Youshan, etc. They each have their own characteristics. For example, 7D and Youshan place orders over the Internet and come to take measurements; Evo takes orders online and adds offline stores, and outsources production.
Huang Yuenan is very proud of his form. He believes that the benefit is that real-time interactive communication allows consumers to participate in post-design and even share templates. He said that another advantage of the brand is that it has its own production base in the clothing industry, and now it can also provide fabric customization services.
Model brand provides half-month delivery service for orders. Huang said that in fact, models can be delivered within even hours of placing orders, but considering the orderliness of order production, the one-month cycle of traditional customization services is currently only halved.
(Voluntary editor: Liu Yuzhou)
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