Top of the Great Era

Chapter 1694 Customization

For some elderly people, Zhuangshan is not terrible.There was a time when people all over the country wore the same clothes.But times have changed, and young people are different now. It is embarrassing to bump into a shirt, especially on a university campus, and it will become a joke among friends around you.

Based on this reality, Taobao is the best clothing e-commerce platform in China.

Because the category is rich enough.

The probability of hitting a shirt is very small.

But on-campus group buying is different. Due to the limited number of items to choose from, college students can only buy a limited number of clothes here, and the chances of hitting a shirt are very high.

Clothing customization can solve this problem!

However, the entire process design of customization is not easy, and it is an extremely complicated industrial chain.

Zhou Buqi said frankly: "I ordered two sets of suits when I was in London. It is an old shop that has been passed down for nearly 200 years. It is near Downing Street and has very strict rules. I must be there. Without measuring, the big tailor sat down with me and chatted casually, and then let me leave."

"Look at it visually." Qin He had some understanding of this, "The old tailors have been trained. The British atmosphere used to be conservative. Many nobles... including the royal family, had to prove that they were virgins before marrying a daughter-in-law. When aristocratic women go to order clothes, it is inconvenient to measure them with their hands, so they can only look at them with their eyes."

Zhou Buqi nodded, "Well, visually, the level is quite high, but the price is too expensive! A suit cost me... Anyway, it's very expensive."

He remembered the price, but it was inconvenient to show off.

A suit costs £3.5, and the two suits cost him £7 in total.

Even if you buy luxury Armani suits, you can buy 50 sets.

According to the big tailor, other standardized luxury suits are trendy and seasonal, and different styles need to be worn in different styles.

However, the classic is eternal.

The suits he cut out by himself can be worn for a lifetime, never out of date, and can even be passed on to the next generation.

I don't know if it's a psychological effect. Wearing a suit made by others, Zhou Buqi feels that his spirit is different, and one of them is the most obvious.

It was when he met some important people in the UK, and after he put on a custom-made handmade suit, the speaking style of the other party changed.

The first sentence was "nice_suit", and the attitude became more and more friendly, as if wearing this kind of clothes really entered their social class.

Qin He said: "Indeed, no matter whether it is foreign or domestic, clothing customization generally serves the upper class. The price is high and the audience is narrow. As you said, it is handmade customization, which is made by the top masters, and the price is even higher. Those garment workshops in the south have a large quantity and few orders, so they are actually the most suitable for customization.”

Compared with others who are professional, Zhou Buqi and Zhang Xuhao appear to be amateurs.

Zhang Xuhao can only echo her statement, "Really, the reason why the clothing customization industry cannot develop on a large scale is because the more personalized the product, the smaller the order volume. And the big clothing factories must produce and sell in batches." Those family workshops in the south are indeed the best choice for custom-made clothing orders. The disadvantage is that the craftsmanship is poor and the quality of clothing is not good."

Qin He said with a smile: "As long as the price is low, consumers can accept poor quality. Taobao's clothing business is doing so well, and the main strategy is that there are many styles, low prices, and poor quality."

Zhang Xuhao continued: "What about the time? How to solve the delayed time?"

This is the most critical question.

If you want to customize clothes, you must first place an order on the e-commerce platform.After the e-commerce platform gets the order, it will connect with those garment workshops and let them produce clothes.

After the clothes are made, we can arrange express delivery to consumers.

The whole process is very long.

Qin He said: "It doesn't take too long, I've evaluated it. College students place orders through group buying on campus, and it's enough for the garment workshop to start production. This is a custom-made model, and the quantity will not be too large. There are hundreds of pieces for one model It’s almost enough to place an order. In 5-7 days, the clothes can definitely be delivered to college students.”

Zhang Xuhao asked: "What if the quantity is large?"

Zhou Buqi said: "Well, this is indeed a difficult point. Once a certain model becomes a hit, orders for 10 or 20 pieces are likely to erupt. Such a large quantity will take a long time to rush to produce. .”

Qin He said with a smile: "If there is such a large quantity, it can be standardized. Choose a standard, choose a large workshop, or choose a batch of garment workshops."

"Even so, it will take a long time."

"That's right, so this is the advantage of group buying on campus. My custom-made clothing model can't be done by Paipai, Taobao, JD.com, Dangdang, eBay, and Yixun. Because the delivery cycle is too long, once the order The quantity is too large, and it may take 15 days to receive the goods. For the vast majority of e-commerce platform users, this is almost an impossible challenge. But Xiaonei can.”

Qin He had thought about it a long time ago and was confident about it.

Zhou Buqi understood what he meant, "It's the brand value of Xiaonei!"

Qin He smiled and said: "Yes, this is a credit fortress based on the brand value of Xiaonei. The lack of a domestic credit system and the lack of the most basic trust between merchants and consumers have made it difficult to do many appointment-based businesses. The customization of high-end clothing is easy to say, both parties have a reputation, and they will not violate the spirit of the contract for a piece of clothing. But for the public, this is a huge challenge."

Zhang Xuhao said with deep emotion: "There is no credit system at all. My girlfriend encountered a similar thing last month. Isn't the iPhone 4 launched in China and needs to be snapped up. Now scalpers are selling this phone to 2 yuan One piece of money. She found a shopping website very early, paid 1500 yuan, made an appointment in advance, and could get the phone as soon as possible. Unexpectedly, the website ran away with the money. Later, there was no way, I asked Someone bought her one from the Hong Kong government."

Zhou Buqi nodded, "Well, Taobao will also encounter a similar situation. The consumer pays, but the merchant does not deliver the goods. Alipay solves this problem."

Qin He doesn't think so, "Alipay's model has indeed greatly improved the credit of online shopping transactions, but it is still not enough for this kind of custom clothing with a long delivery cycle. This is not only the credit of merchants, but also the credit of consumers. Credit."

Zhang Xuhao raised his eyebrows, "What do you say? Alipay is a third party, and it maintains the credit of both buyers and sellers."

Qin He said: "For normal e-commerce transactions, Alipay can protect both buyers and sellers. But if it is custom-made clothing, it lacks sufficient protection for sellers."

Zhou Buqi obviously understands e-commerce better than Zhang Xuhao, and explained with a smile: "It is related to the delivery cycle and the credit of consumers. Clothing customization is not like ordinary clothing business. Ordinary clothing business is to produce first and then sell; customization The business model is to sell first and then produce. However, online shopping has a refund mechanism. Once consumers place an order to buy, the seller also starts to produce clothes. As a result, consumers may lose patience because of delays in delivery. Will choose to refund the fee. It will cause the seller to produce a piece of clothing in vain, causing economic losses."

After a pause, Zhou Buqi continued: "Normal clothing business is mass-produced, and the average cost of a single piece of clothing is very low, so even if there is a large inventory left, it can still be profitable. Customized business is different. The marginal cost of small-scale production is higher, and unsold inventory will cause relatively large losses.”

Qin He has long heard that Boss Zhou is the smartest person in Ziwei Star. As long as it is an Internet business, there is nothing he does not know.Even if he doesn't know, you only need to briefly summarize it in words, and he will be able to catch up with the train of thought immediately and give more professional and accurate business guidance.

This time, Tan He could be considered to have seen the sensitivity of the big boss. Since this is the case, there is no need for her to elaborate on the details, and she further said: "Normal consumers will cause losses due to return and refund, which is also secondary. In the end What I’m afraid of is competition among peers. Maliciously place a large number of orders, and when competitors have almost produced all the orders, they will decisively choose to refund. It can cause a fatal blow to competitors.”

Zhou Buqi nodded and said: "Similar methods are not uncommon at home and abroad. Samsung can overthrow Japanese technology giants such as Toshiba, Hitachi, Panasonic, and Sony. It is a similar method. Compared with Samsung, Japanese companies are still too honest. a bit."

Zhang Xuhao understood now, and took a deep breath, "So Taobao, Paipai, Dangdang, eBay, JD.com, Amazon, etc. are not allowed. Only on-campus group buying can do this business. Because the threshold of on-campus group buying is higher, it is only for The average quality of college students is higher. And it is still a real-name system, which is directly linked to academic qualifications and resumes, and has a rigid credit bond. On-campus group buying is the e-commerce platform with the lowest credit fraud.”

Qin He said: "Not only is the quality higher, college students will also be more patient. After so many years of operating Xiaonei, they will have enough patience for Xiaonei."

Zhou Buqi said: "Yes, this is the importance of the brand value of Xiaonei, and it is also the long-term value of Xiaonei's purpose of serving college students in the past few years. Many new products of Ziweixing are first promoted on Xiaonei. , Let the college students try it first. Because Xiaonei has established a benign interactive relationship with college students, they will have a higher tolerance and more patience for Xiaonei. This is the greatest value of Xiaonei!"

The last sentence is for Zhang Xuhao, who is likely to become the president of Xiaonei in the future.

Xiaonei may not make much money, but it is not important, the brand is the most important!

Xiaonei will always be the most important strategic business of Ziwei Star!

Xiaonei is the cornerstone!

(End of this chapter)