Personalized Red Collar

Founded in 1995, Red Collar Group is a production and operation company Medium and high-end men's formal dress Mainly private garment enterprises. Over the years, "Red Collar" has won China's famous brands, China's well-known trademarks, national inspection free products, China's most competitive brand in the market, and China's annual clothing brand“ Quality Award ”And other honors.

The realization of mass customization of "integration of industrialization and industrialization" has made clothing production have the connotation of cultural creativity and service, broken through the bottleneck that plagues the clothing manufacturing industry, realized customer self-designed marketing, and made the remote collaboration of R&D, production and marketing become a reality.

Since 2005, the group company has established the enterprise strategy of developing the personalized MTM (Make to Measure) for high-end formal clothes, that is, by 2015, to achieve the goal of the world's first personalized customization in the clothing industry: per capita efficiency, per capita benefit, and per capita contribution to society.

As a demonstration case of the integration of industrialization and informatization of the Ministry of Industry and Information Technology of the People's Republic of China, red collars have integrated industrialization into informatization and individualization into industrialization, realizing the transformation of the textile and clothing industry from a traditional labor-intensive enterprise to a high-performance enterprise High-tech The transformation of "- type enterprise" has realized the mass customization of the clothing industry. At present, red collars produce 1350 sets of high-end personalized suits a day. If a very good pattern maker can produce two sets of suits a day by designing the pattern manually, six or seven hundred teachers will be needed, and at least hundreds of millions of yuan of salary will be needed every year to meet this demand, and only 90% to 95% of the market demand can be met. In this regard, the informatization transformation of red collar has not only innovatively established a huge plate type database to solve the problem of plate type manufacturing, but also pioneered the flexible production line in the clothing industry, laying a solid foundation for the MTM business global strategy of red collar.

Personalized global strategy of red collar

Zhang Yunlan, president of the Red Collar Group, pointed out that the personalized tailoring business is different from the traditional clothing business model. The key point of personalized tailoring is the factory, not the market. The market demand for personalized products is huge, but most factories have limited ability to meet the demand. "After having the core competitiveness of factories, the market must face the world." Zhang Yunlan said gently and firmly, "We red collars only focus on professional, refined and strong, focusing on the personalized field of formal dress; keep improving, meticulous; not big or small, only healthy and strong. With the rapid development of the information age, the global market is no longer as elusive as before. We have a clear goal to become the first in the world in the small field of personalized customization in the global formal clothing industry in 2015. "

The business strategy and business operation mode of red collar are completely independent innovation, and there is no precedent to follow in the international clothing industry, let alone the existing management practice and management software system support. Red collar has established its own MTM Research Institute. After years of efforts, it has successfully built the MTM global business support platform of Red collar Group, integrating e-commerce ERP、CAM 、CAD、 Planning, logistics, customer service and other integrated platforms effectively support the Group's global MTM business strategy. At present, the personalized tailoring customers of red collar mainly come from the United States, Britain, France, Italy and China, accounting for 30% of the production capacity. By 2015, it will reach 100% personalization.

Mouse plus cement, e-commerce innovative marketing mode

The Red Collar Group has put forward the marketing concept of "F2C", that is, the factory sells directly to consumers, omitting the intermediate channels, so as to achieve the goal of giving profits to consumers and achieving win-win situation for both businesses and consumers. "Mouse plus cement" is the interpretation of red collar's "F2C" concept and the marketing model of its brand Ruipu. The mouse is known as the Internet, the e-commerce platform. The cement is real and relatively real, which is an experience store in an office building. In order to save the intermediate cost of network interaction and open experience stores in office buildings, through tangible experience, combined with intangible and virtual information services, we can better realize the transfer of brand and value, and at the same time, we will also achieve the goal of making profits to consumers.

Costume consultant leads social fashion

For the market, customization leads fashion, and the terminal determines the future. Red collar group Zhang Yunlan knows this well, and has been hiding his strength for nearly 10 years, which is to establish the requirements of technical support to do the basic work well and complete personalized customization. Therefore, in the next few years, what Zhang Yunlan needs to do is to carefully build a terminal personalized service system. Customers only need to call 400 or visit Jinguan Customization Website to make an appointment for the on-site service of red collar dress consultants, which saves customers a lot of time and reflects the customization charm of "dignity but not expensive".

Innovation of red collar market model

Over the years, the innovation path of China's clothing industry has become more and more smooth, and a series of impressive achievements have been made around technological innovation, management innovation, marketing innovation, brand innovation, etc. of clothing enterprises. In terms of purpose, this series of innovations are all for market expansion in the final analysis; But in essence, these innovations only focus on the product itself. With the development of China's economic globalization, networking, data and information technology, the revolution at the simple product level has begun to show fatigue. Market innovation with user experience as the core has become a hot development direction. User centered products and services are created to resonate with customers and create unforgettable experiences for customers, When products can mobilize consumers' emotions, demand will naturally arise. Therefore, market model innovation with customer experience as the core will become a magic weapon for enterprises to win in the new era.

Red collar development strategy centering on customer experience

Traditional garment manufacturing enterprises tend to interpret customer needs as a product, use a large number of product areas to meet customers' "dressing needs", and define customer value in a product point without in-depth mining. It is a kind of many to one relationship in a single quantity. Under this mode, customers passively accept the products generated, There is no personalized choice.

The personalized customization of red collars is beyond product innovation, focusing on customer needs and focusing on customer needs. It is an enterprise that directly faces customers and provides a complete set of solutions from the real needs of customers. The development of the Internet and information technology has brought two very important signs to users, one is mobile services, the other is social networks. Based on these two points, marketing has completely changed. The personalized customization of red collar, based on customer experience, has formed a unique marketing model with the support of modern information technology and network technology. The characteristics are as follows: first, networking. Customers can choose their favorite clothing styles online, or transfer their own sizes to the company through the network or directly participate in the design of personalized clothing, and enable customers to monitor the entire production process and logistics process of products. In addition, the company can accept orders from any place in the world, and use all the resources of the company to meet all the needs of customers at any time, anywhere, so as to achieve customized products in different places. Second, humanization. Various terminals brought about by modern technology, such as tablet, new pos machine, touch wall, etc., have realized an innovative human-computer interface combining touch control technology and dynamic control technology from both visual and sensory aspects. The Red Collar Group has fully integrated this technology into personalized customization to show the customized feeling to customers with a more user-friendly interface and simple process.

Agile manufacturing

To realize the personalized customized marketing mode, it is necessary to form a completely customer-centric clothing production system, a highly automated industrial production mode, and a new production mode different from the abstract group oriented clothing production. The application of Internet of Things technology in traditional manufacturing enterprises will integrate various terminals with environmental awareness, ubiquitous technology based computing models, mobile communications, etc. into all aspects of industrial production, which can significantly improve manufacturing efficiency, improve product quality, reduce product costs and resource consumption, and upgrade traditional industry to a new stage of intelligent industry.

Customized, the more technology, the more human

In the clothing industry, only tailoring means uniqueness. Although the personalized customization of red collar has realized the modern production of personalized customization under the information technology, it still retains the traditional way of customization. With a tape measure, the red collar professional body measurer can measure 23 parts of the customer's body and nearly 100 points to ensure accurate data collection, and make 16 groups of dynamic data adjustments according to the appearance, the way of opening, the number of buttons, the height of the neckline, etc., to ensure that the customized suit is suitable for the customer's skeleton structure, and there will be no wrinkles when the suit is worn on the body. The function of a tape measure is not only to measure the body. The tailoring of red collars pays more attention to the communication between people on the basis of retaining the technology of the ancient Saville Street. After seemingly casual chat and communication with customers, the measurement technician can grasp the customers' occupation, interests and hobbies, and record the customers' body shape characteristics and special requirements in detail, Even the driving habits are the details to be considered for the tailoring of red collars. You can even customize a special cuff for the appearance of customers' watches.

The Red Collar Group upgraded the garment customization from the traditional manual manufacturing mode to the industrial customization mode through the integration of informatization and industrialization, and then upgraded the traditional tailoring mode to the network customization mode through the network technology, and carried out network customization through the F2C whole process e-commerce platform to realize the industrial production of customized garments. In the process of online customization, the quantity body is a separate service item. When the order is released, the customer selects the door-to-door quantity body or the reserved quantity body, but it does not affect the smooth release of the order. It is also based on this that Red Collar Group boldly retains the traditional way of measurement, and penetrates the concept of customization into the details of customers in a humanistic+technological way. summary

In the opinion of many people, customized clothes are not as good as mass ready-made clothes to please the market. However, for Zhang Yunlan, the "second generation" entrepreneur who returned from studying abroad and provoked the red collar group, customization business is the second start for her to lead a traditional clothing enterprise. She is determined to completely adjust the business model with personalized clothing customization. Let each customer realize direct customization from the factory to the consumer only through the red collar e-commerce platform and handheld terminal, so as to easily solve the consumer's dress troubles and realize the successful transformation of enterprise development.