Guangzhou: Semi-customization is popular and clothing is intelligently manufactured on demand
With the changes in consumption concepts and the continuous development of the economy, reporters found that Guangzhou’s “customization” has ushered in new demands and also ushered in new challenges for Guangzhou’s clothing industry. Over the years, Guangzhou’s clothing customization industry has become increasingly mature in the personalized segment. However, in order to meet the higher quality, high-speed, and highly personalized needs of the new generation of main consumer groups, semi-customization has stood out this year. What are the reasons behind this phenomenon? The reporter conducted an in-depth interview on this matter.
A young man begins to visit the noodle accessories market
“I am relatively small, so it is difficult to buy ready-made clothes that can be worn directly.” Xiaolei works for a foreign trade company in Guangzhou. As a post-90s generation, she has long been accustomed to buying customized clothes. “I need to wear more formal clothes for work every day, but I don’t like the old styles. I’m afraid they won’t be suitable if they are too fancy.” Xiaolei admitted that because she has many requirements, she would rather buy less before she finds the right clothes. Some.
20-year-old Joey is a Hanfu enthusiast. He likes to cosplay with friends in his spare time. “The cost of high quality Hanfu is too high, so most of us just You can buy similar ready-made clothes online and then do a second DIY process.” Joey said that if there is a cost-effective customization of Hanfu, he would be very willing to try it.
According to a research report by China Research Institute Puhua, the scale of my country’s clothing customization market will exceed 260 billion yuan in 2022. In daily consumption, clothing ranks “first” among basic necessities, food, housing and transportation, indicating that it is people’s first need to be satisfied. When the demands of C-end consumers change, the B-end merchant market is also innovating simultaneously.
“The new generation of consumer groups are much more sensitive to experience than price.” Lao Xu, who has been engaged in the clothing foreign trade industry for more than 10 years, told reporters that today’s young people have begun to visit the market for fabric accessories, “because they are independent They have a strong sense of consumption. When they can’t find matching products in the market, they go to the upstream of the supply chain to look for goods.” Lao Xu said that today’s consumers seem to enjoy taking apart clothes like parts and then putting them together one by one. Like the appearance, “Many colleagues have begun to try live broadcasting, and physical stores have also been renovated. Some of them are suggestions from loyal customers.”
Tang Haimin, a business analyst in Guangzhou, said that when changing consumer demands are met in an interactive way, it is a virtuous cycle of sustainable development.
Traditional customization prefers “intangible cultural heritage”
At the just-concluded autumn Guangdong Fashion Week, reporters noticed that this year’s traditional customization focused on “promoting intangible cultural heritage.” This can be seen in the custom-made shows of Fashion Week, where young designers have shown their respect and desire for traditional culture. “Traditional customization is roughly divided into two categories, one is common group uniforms, and the other is tailor-made dresses that are more popular among the public.” The relevant person in charge of the Fashion Week Organizing Committee told reporters that advanced customization can be done in Guangzhou Classified as a high-end field of traditional customization, “In recent years, ‘intangible cultural heritage’ has been promoted by advanced customization designers, and is used more widely and more creatively than before.” Industry insiders analyze that traditional custom clothing is passing through intangible cultural heritage The crossover reconstructs the aesthetic image of “national trend” in the minds of the younger generation.
The reporter learned that this year the Guangdong Garment and Apparel Industry Association, the Guangdong Fashion Designers Association and the China Textile Construction Planning Institute specially organized the preparation of the “Guangdong Garment Industry “14th Five-Year Plan” Report”. The report clearly points out the importance of the digital collaborative innovation center in assisting the digital transformation and upgrading of small, medium and micro garment enterprises andindustrial clusters It points out the direction for the innovation and development of the clothing industry in the new era and provides intellectual support for the digital transformation and upgrading of the clothing industry. This is a huge bonus for custom-made independent fashion designers. The upgrade of digital empowerment has made the design groups that were relatively “niche” in the past more flexible. “Now we can order from a very small amount of fabric,” Noah, an independent menswear designer, told reporters. “This can reduce costs and energy consumption, and can focus more on solving innovative design concepts.”
Semi-customization is faster and more widely used
In 2020, Guangzhou Yuexiu District began to build a global “customized capital” consumer experience center with Liuhua Exhibition and Trade Center, Friendship Cool City Industrial Park, Huaguoshan Ultra HD Town and other mature commercial carriers in Liuhua area as the main body. Industry insiders believe that this is an extension of “Guangzhou display” to “Guangzhou customization”.
When visiting Guangzhou International Textile City, the reporter found that a large number of traditional shops filled with cloth samples have been gradually replaced by various theme stores displaying images and concepts, and more and more customized designers are coming. Step on the spot. The relevant person in charge of the Textile City told reporters that taking advanced customization as an example, in addition to the designer’s own design concept and complicated craftsmanship, the selection and application of high-end fabrics are crucial. “The premise for the handmade workshop to start work is that the surface accessories must first be In place, Guangzhou’s advanced customization market has inherent advantages because high-quality materials are at the doorstep.”
Stella, one of the top ten designers in Guangdong, told reporters that in addition toIn addition to designing traditional, mass-produced garments, the demand for semi-customized garments is also increasing. Semi-customization is a “set quantity” concept compared to full customization, which means that the current semi-finished product is tried on and then personalized and finely modified. Compared with full customization, semi-customization has faster speed and wider application scenarios. “Semi-customized clothing is more popular than haute couture clothing that requires slow work and meticulous work.” Stella said that Guangzhou’s custom clothing market has always been “people”-centered. Haute couture is not cold-blooded, and semi-customization also has strong flexibility. .
In order to cope with changes in consumer consumption habits, clothing customization now not only focuses on offline, but also focuses on online, showing a two-pronged approach. Chen Shaotong, secretary-general of the Guangdong Garment and Apparel Industry Association, told reporters that Guangzhou’s clothing customization is quite mature in personalization. “On this basis, this year’s new highlight is ‘Rhinoceros Intelligent Manufacturing’. It is essentially a kind of flexible fast fashion.” It can be said that the supply chain was born for the particularly popular pre-sale form of online live broadcasting, and can complete rapid customized services in a very short time for specific categories and specific needs.”
Industry insiders analyze that the emergence of “Rhinoceros Intelligent Manufacturing” is an innovation that reconstructs the traditional production model based on production and sales and realizes on-demand intelligent manufacturing. Clothing brand AW, which focuses on e-commerce channels, basically does not have the problem of inventory backlog this year. The head of its e-commerce team told reporters, “Customization and personalized needs are not enough. The certainty is relatively strong, especially in terms of production costs, but the production model of Rhino Intelligent Manufacturing can suppress costs more accurately.” Douyin’s mid-waist blogger revealed that it is now possible to determine the next product through the sales of pre-sale models. Bo’s “hot product” style and direction, and the pre-sale mechanism used in clothing can also reduce the return rate.
Reporter’s observation: “Customization” will enter every aspect of people’s lives
High speed, intelligence, convenience, and safety will become the comprehensive needs of the new generation for consumer experience. “Customization” with the aura of “intelligent manufacturing” can be used to solve the above needs. In the future, “customization” will enter every aspect of people’s lives. Currently, Guangzhou is making every effort to build a “global customization capital” and strive to become the world’s advanced and domestic leading large-scale personalized customization industry innovation source, application demonstration site, and industry cluster by 2022.
Industry insiders pointed out that in the future, “customization” will also rely on the development of digitalization to gradually spread in different fields of clothing, food, housing and transportation, and will not be limited to a single vertical industry. Pan Helin, executive dean and professor of the Institute of Digital Economy at Zhongnan University of Economics and Law, told reporters that as far as Guangzhou’s customization market is concerned, it has obviously found a new balance between customization and mass standardized production. Pan Helin believes that digitalization has a greater impact on customized products. “Digitalization can accurately locate users. It can not only design customized products in a more targeted manner, but also break the bottleneck of high-cost, high-end customized life, and promote customized products.” to a wider user base.”
Pan Helin believes that digitalization can promote the continuous upgrading of customized services. For example, clothing can continue to create popular models through customized mass production; such as home furnishings, it can be combined with intelligence and combine home equipment into an ecosystem through the Internet of Things cloud platform; such as automobiles , you can also add more functional sections in personalized customization while maintaining standardized production. According to the reporter, in order to achieve these goals, it is not only necessary to reach a peak at the offline technical level, but also to cooperate with offline interactive online applications to become simpler and faster, just like “ordering takeout” now.
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