A piece of clothing, from design to delivery, is completed within 7 days. A consumer customizes clothing according to his or her own preferences, and it only takes 10 days from the production line to the time the consumer wears it. The apparel manufacturing industry is undergoing tremendous changes at an unimaginable pace.
The rise of “fast reaction” characteristics
Hanzheng Street, with a history of more than 500 years, has become “fast” again.
In Wuhan, Hanzheng Street’s resident designers communicate closely with global “buyers” online and can design clothing styles that meet domestic regional consumption characteristics within two days. In the Wuhan urban circle within a 100-kilometer radius centered on Hanzheng Street, there are more than 4,000 supporting clothing production factories. Within 2 days, small and large clothing samples can be sent to dealers for evaluation.
Formal production can also be completed within 2 days. Through Hubei’s water, land and air transportation pipelines extending in all directions, most areas in the country can receive goods within 2 days.
“Seven days of ‘quick turnaround’ is already the ‘standard’ for clothing merchants on Hanzheng Street. In Guangzhou, Hangzhou and other places, orders must be made at least one month in advance.” Tao Guoyin, General Manager of Mengsk Men’s Wear explain. Tao Guoyin has been in the clothing business in Shishi, Fujian for 40 years. In May this year, he decided to open a store on Hanzheng Street.
How fast is this quick response from Hanzheng Street?
Hejun Consulting partner Zhao Yang said that this is seven days faster than Zara, leading the country and the world. Zara is the inventor of “fast fashion”. It has more than 2,000 stores around the world and can deliver clothes to stores within 14 days. Today, the “six-in-one” clothing industry chain of R&D, design, pattern making, production, display and sales has been basically formed in Hubei’s “1+8” urban circle, thus establishing the unique “quick response” characteristics of Hanzheng Street.
He Wanpeng, director of the Shanghai Qiantan Emerging Industry Research Institute, calls this industrial form a “nebula-type ecology.” Its core is clear and powerful consumption and trade services, and its extension is supply chain finance, cultural design, fashion creativity, bonded display, etc. He said that Hanzheng Street is becoming the origin, launch place, gathering place, testing ground and competition ground for new lifestyle products.
With its “quick response” capability, Hanzheng Street clothing has rapidly occupied the market in recent years. According to statistics from the Hanzheng Street Management Committee, Hanzheng Street has gathered more than 10,000 clothing merchants, and the scale of the clothing industry has exceeded 100 billion yuan. Among them, “Han style” fashionable autumn and winter men’s clothing has occupied more than 40% of the national market. The “Overall Design Plan for the Revitalization of Hanzheng Street” released 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 cross-border e-commerce transaction volume will increase by more than 100%. Comprehensively building a new domestic and international dual-circulation development pattern, closely following the two keywords of “integration” and “high quality”, Wuhan, represented by the “Nebula Ecology” of Hanzheng Street, is strongly driving the economic development of the province and the Yangtze River Economic Belt. Help the central region rise.
Customization has become a new trend
At the same time, the clothing industry in Qilu is also quietly changing . Today’s Shandong consumers are no strangers to clothing “customization”. Clothing industry expert Guo Rui recently said that a customized clothing supply system centered on consumer demand is taking shape, and customization will become a new trend.
From the perspective of consumption upgrading, consumers’ personalized needs are a “big cake”, and many overseas brands have also launched personalized customization services. For example, down jacket brand Canada Goose recently announced the launch of a new personalized customization service, allowing consumers to customize the hood trim. However, at present, domestic consumers can only experience this service through offline pop-up stores in Shanghai, which is not enough to impress more urban users.
Uniqlo, a fast fashion brand that is familiar to domestic users, is good at cooperating with trendsetters and masters to put popular elements such as art, music, and movies into T-shirts (UNIQLO T-Shirt), because users can DIY it by themselves. , designing an exclusive UT has aroused the “impulse” of many young users to place an order.
Ren Haoyuan, executive director of Shandong Shangniu Intelligent Manufacturing Co., Ltd., said that with the wave of consumption upgrading sweeping across the country, young people are the main consumers, and their consumption needs are also constantly changing, and “price” is no longer The most important indicator that affects consumer behavior, consumers are more concerned about product quality and its design connotation. This change in consumer demand is “forcing” clothing manufacturers and service providers to change their traditional models and gradually move towards a consumer-oriented model.
Data from the National Bureau of Statistics show that from January to September, the total retail sales of consumer goods was 27.3324 billion yuan, a year-on-year decrease of 7.2%. In terms of textile and clothing retail sales, the total retail sales of textile and clothing products nationwide exceeded 800 billion yuan, a year-on-year decrease of 12.4%. At this time, customized clothing under the flexible manufacturing business model of small batches and high frequency has shown a higher risk resistance.
During this year’s “Double 11”, Tmall clothing merchant “Chu Mian” teamed up with Alibaba’s new manufacturing platform – Rhino Intelligent Manufacturing Factory to launch customized clothing for buyers, from the production line to the time consumers put it on. It only took 10 days, and the best-selling IP models were repurchased many times.
Under the trend of customization, consumers’ personalized needs are changing more and more frequently. It is possible that if a hot word or emoticon appears on the Internet, user orders can be received on the same day. This is a new challenge for the production supply chain. So, can customization enable clothing brands to achieve a “turnaround”?
Flexible and personalized counterattack
As a leader in the field of intelligent clothing manufacturing, Hai Sibao has fully built a global denim intelligent personalized customization system in 2016.Supplier platform, newly launched intelligent personalized customization hanging assembly line. Through the Heisiburg customization platform, customers can place orders independently online, the system automatically typesets, automatically cuts, and the MES system drives each operating unit for garment production and manufacturing.
As a result, Heissburgh broke the traditional foreign trade barriers, embarked on the road of “flexible small-batch production and personalized customization”, and gradually formed its own unique core competitiveness, including controlling the denim clothing industry. Industrial big data such as version, style, process, washing water, and consumer body data. It used to be that only two or three styles were produced a month, but now, one denim jacket may be one style. The “customized” model has become its core business.
Ren Haoyuan, executive director of Shandong Shangniu Intelligent Manufacturing Co., Ltd., a subsidiary of Heisenberg, said, “We are driven by customer needs and have digitized the entire process of personalized customization of denim clothing, shirts, jackets and other categories. The customization process reduces inventory costs and raw material costs.”
It is reported that, unlike the workshops of traditional garment manufacturing companies, in the Heisenberg intelligent workshop, each worker has a display screen on the operating table. By swiping the card, the consumer’s personalized customized information through the Internet will be displayed, and the consumer’s privately customized clothing will be completed from 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 denim clothing according to their own creativity or requirements through platforms such as ‘Shangniu.com and Necessary Mall’. After placing an order, the workshop will perform intelligent typesetting and automatic cutting. Through grafting resources , reconstruct the production relationship, allowing consumers to enjoy and participate in the entire intelligent manufacturing experience and process.” Ren Haoyuan introduced that the clothing production period has also been shortened from the past 30 days to 7 days, and the production efficiency is 200% higher than traditional manufacturing, and the design cost, Material inventories fell by 60% respectively.
The “smart+” of denim clothing has allowed Heisenberg’s order volume to achieve a steady increase. Last year, the company’s emerging business order volume increased by 24 times, product gross profit margin increased by 30%, product inventory decreased by 35%, and production efficiency increased by 28%. Today, Heisenberg has also reached cooperation with many domestic and foreign affordable luxury brands, opening up sales in the European and American markets.
Ren Haoyuan said that after new retail, new manufacturing is the key. “Produce what consumers need, transform from ‘nanny-style’ production to ‘market-style’ production, and transform from order-based production to modern standardized, refined, flexible and customized production. This is the link between the multiple interactions of the clothing industry chain. the most powerful form.”</p