Source: IT Manager World
The myth of rapid growth, even under the golden combination of “new business model + large investment”, is not always tried and true. The service customization industry that was once “crazy” is now experiencing the “network More extensions of “enhancing life”.
For traditional enterprises, the Internet is a new market, e-commerce is more of a new business method, and “electronics” serve “business”. Traditional industries such as clothing customization that rely heavily on manpower to participate in the business process can also find ways to deal with it
On a Saturday in May, for the employees of Beijing Kushen Clothing Co., Ltd. (hereinafter referred to as “Kushen”) , seems a bit unusual. After finishing the mobilization meeting in the morning, these people who are rooted in the consumer line will sing the ditty “I can’t live like this anymore” and each of them will be busy working on a new way of living. I heard, how to live and how to live. Whether it is outstanding or not will be included in the company’s performance appraisal system.
“This mobilization meeting is of special significance to the company. In a complicated way, it is an employee Weibo war, but in essence, I hope to use Weibo as a breakthrough to allow employees to truly get in touch with the essence of the Internet era. “Huang Yuenan, general manager of Kushen Company, who is addicted to blogging and Weibo marketing, started sharing without delay, “I want them to learn to work online and live online.”
This is also the case for Kushen in recent years. A new life that I am experiencing in this year. As traditional enterprises continue to move closer to the Internet in an all-round way, business methods, core advantages, brand marketing and other methods are important, but “as long as employees truly realize the importance of access to the Internet, the access of traditional enterprises like ours will Only through the Internet can we move more steadily.”
“The Era of Pre-Internet”
Founded in 1996, Kushen is a company specializing in clothing customization. In the 1990s, when CIS (Corporate Image Identification System) was gradually accepted by enterprise operators, Kushen, who seized the opportunity, took the lead in developing enterprise professional attire customization services and became China’s earliest One of the professional attire customization companies.
The complexity of professional attire customization once hindered the progress of the customization industry. Among them, the difficulty in fitting formal sportswear is a problem that confuses all professional attire companies. “There are many steps to go through in the entire process from measuring to cutting and sewing. The company cannot guarantee that every operator is highly skilled, and even if everyone is highly skilled, they still need to have Only unified standards can avoid problems.”
After extensive research, Kushen tried to introduce the standard method widely used in the garment industry in 1998, replacing manual cutting with standard cutting, and integrating the use of standard into The entire customized production process of measuring, cutting and sewing is coupled with special sewing equipment and assembly lines. This set of practices became the actual standard in the professional attire industry at that time, and the beginning of the second transformation of the clothing customization industry began.
“In fact, I started to pay attention to e-commerce at that time, because there were many problems, and the efficiency of the Internet was much higher than that of traditional methods. For example, only through the Internet can centralized custom orders be collected, and only through collection can we Industrialized production, only industrialized production can ensure quality, reduce costs and improve design, and only high quality, low price and good design can win customers.” Huang Yuenan said that the clothing customization industry has actually been waiting for e-commerce better opportunities.
At a time when the entire industry is still waiting on the sidelines, PPG, which has become a pioneer in clothing online direct sales, has taught a lesson to many companies that are arrogant and hoping to go online to show off their skills. The mythical model of rapid growth is not omnipotent even under the “new business model + large investment”. Speed comes from energy condensation, and it requires entrepreneurs to operate calmly and steadily. “To be an e-commerce brand in the ‘fast’ online market, you need to have the spirit of ‘sit back’.” Huang Yuenan said. Traditional clothing companies’ online marketing does not just require speed and scale. For them, they must first learn to live online. The next step is to figure out the battlefield and the cake.
“The Internet is a huge market. Although you can actually do business in the entire market, as an enterprise with insufficient strength, especially a grassroots online merchant, you must eat bit by bit and never develop one-sidedly. Only online Businesses that are not available offline or cannot be done well offline are more likely to succeed online. This is particularly important for small and medium-sized enterprises. The current difficulty in doing e-commerce is not market competition, but demand discovery.” For example, collective customization Business is the inspiration Huang Yuenan captures in reality.
After analyzing the body measurements of more than 1 million people accumulated in the Kushen database in the past 10 years, Huang Yuenan was surprised to find that under the premise that customers only need to provide three common sizes, about 3,000 numbers are used. model, you can guarantee that 95% of customers can get custom-fitted clothing. According to this method, whenever a new product is launched, Kushen can design more than 3,000 models in advance. When customers order, they only need to directly call up the model, cut it according to the board and customize it. There is no need to wait until the customer orders before starting the related work like manual customization.
A way that is different from currently selling clothes and customizing clothes online – password customization, allowing all penguins to survive. ”
Huang Yuenan, general manager of Kushen Company, believes that the current difficulty for traditional enterprises in e-commerce is not market competition, but demand discovery
The beauty of these “self-organizing systems” lies in the component of smart groups – aggregation The combination of grasping and targeting local news activities and complex empirical rules will form a smart strategy for dealing with complex situations. From a certain perspective, this is also the charm of “sharing” that is currently popular on the Internet. Huang Yuennan hopes , the service customization industry he is in can also include the power of “sharing”.
“My current dream is to build a platform as soon as possible. This idea originated from Designer-to-Customer (designer-to-customer) . D2C is a product sales method in which product designers directly face customers (which can be intermediate customers or end customers). It mainly uses the Internet to carry out online sales activities. Designers communicate directly with customers through the Internet, directly convey their design concepts and related design products, and achieve the goal of selling products. “
A display platform that provides application developers similar to an electronic market will be gradually established in the e-commerce space of the clothing customization industry. In Huang Yuenan’s words, “I hope to do my best, such as cool Shen’s workshop resources, fabric supply, etc. are used to help young designers realize their creative ideas and help consumers find creative ideas. This kind of resource integration through the Internet will effectively pool the collective wisdom of designers and consumers, making both of them a win-win situation, and at the same time, our customization industry can also move forward more steadily and further. ”
The effective application of the D2C model is undoubtedly a solution to the problem of monotonous products and lack of uniqueness in the B2C and C2C models. The majority of designers not only directly face the terminal market to obtain continuous development opportunities, but also implement In a platform and design atmosphere that allow them to fully develop their design concepts and standards.
For traditional enterprises, the Internet is a new market, e-commerce is more of a new business model, and “electronics” is for “Business” services. Good product positioning is very important, and research on marketing methods is equally important. There are many means of e-commerce, and not all of them are suitable for you. Traditional companies are deciding to “touch” After “Network”, “it takes time to compare various business and marketing methods, combine your own products and resource status, and find a combination that suits you.” “
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