The old tailor's business is back to life. How to cut into the trillion-dollar clothing industry chain by redoing clothes?

In recent years, the term "Internet thinking" has appeared frequently in traditional industries. Many people think that there are only two ways for traditional enterprises to survive: fidgeting, doing a good shop and never opening a branch; Still rely on Internet thinking to support the rapid rise of traditional enterprises.

The rapid rise of e-commerce is obvious to all. According to the data of the National Bureau of Statistics, the scale of China clothing e-commerce market reached 820.54 billion yuan in 20 18. However, in such a huge market, it is difficult for clothing e-commerce to form a closed loop on the sales side. The key is that the fit of clothing is difficult to guarantee.

As a new traditional Internet enterprise, Clothing has quickly cut into the small market of changing clothes and extended the service chain of clothing industry by building a professional team of changing clothes teachers+national chain stores+self-built central factories.

Tailor-made clothes are a business of changing clothes. How to change clothes easily through the internet?

The following content was dictated by Liang Shichang, the founder of Yi.

1, Cognition of Changing Clothing Industry

For every industry, it is extremely important to have an accurate understanding of yourself. For the changing industry, changing clothes is not a simple matter of mending trousers or modifying, but an important closed loop of the clothing industry and an important link of improving service at the sales end.

Many garment enterprises are proficient in garment production, design and sales, but lack after-sales service. This means that even if the garment enterprises are interlocking in the production chain and supply chain and reach the top quality, they can't eliminate customers' concerns about whether to wear them together.

For customers, buying clothes through e-commerce is the most important thing. In other words, at the moment when the quality of clothing has been guaranteed, what customers need most is the guarantee of comfort.

The positioning of easy-to-change clothes is only to help garment enterprises complete the closed loop and improve customers' confidence in buying. Therefore, the positioning of easy to change clothes has attracted a lot of cooperation.

At present, Iraq has established strategic cooperative relations with more than a dozen luxury brands and first-line brands. Since the establishment of 20 15, Yigaiyi has been a cooperative service provider of dozens of international first-line brands such as Armani and CURIEL in China, and has been recognized by famous enterprises such as Temple Library, Vipshop, Tmall and JD.COM.

2. Opportunities in the clothing changing industry

Opening a clothing store is a business and career that can spread all over the country. After all, there is a demand market for changing clothes in every region. Especially in the areas where business people are concentrated in the north, Guangzhou and Shenzhen, the huge demand for high-end clothing renovation is particularly prominent.

Based on the potential demand of the clothing industry, Gai Yi immediately seized the opportunity, accurately found the breakthrough point, and found the gene of Gai Yi through continuous research and development.

Since its establishment, Easy Change has continuously expanded its brand scale. At present, 60 diversified experience stores have been opened in 28 first-tier and new first-tier cities such as Guangzhou, Beijing, Shanghai and Nanjing, and new experience stores will be opened in second-tier cities across the country to continue their expansion. There are two main reasons:

On the one hand, the pain point of the changing clothes market is obvious. Many consumers often find that they don't fit after buying clothes through online shopping and Haitao. However, the return cycle of Haitao and luxury clothes is long and uncontrollable, and prices often rise all over the sky. It's a pity to throw away such expensive clothes.

Now, there are more and more newly rising wealthy classes in China, and their requirements for clothes and fit are getting higher and higher. At this time, finding a reliable tailor shop has become an urgent need and pain point for consumers.

On the other hand, the service in the changing market is incomplete and the service threshold is high. Although many clothing stores also provide clothes changing services, they can only simply repair the length of clothes, and it is difficult to achieve services such as changing formats, resulting in a huge service gap.

In addition, high-end clothes are expensive, so it will cause a lot of trouble to find a street tailor's shop to deal with them. Therefore, these high-end customers are often willing to spend more money to find a "reliable" dressing team. In other words, the threshold for high-end customers to change clothes is extremely high, and not any street tailor shop or shopping mall tailor shop can gain the trust of high-end customers. And easy to change clothes is such a gap.

Now, Yilian has completed the development of B-end SaaS service system, that is, clothing companies can empower store terminals to change clothes online by paying Yilian. In this way, if customers need to change clothes, the store can provide relevant services at the first time, and the instant convenience also gives customers greater shopping confidence. This is also a great opportunity to change clothes easily.

Customers in the clothing industry pay special attention to service and quality, which requires a strong interactive relationship with customers. Good service and high quality will naturally increase the viscosity of customers. Once the habit of changing clothes is formed, the frequency of consumption will increase in the future.

Therefore, the key to controlling customers is the viscosity of customers, not the single-point frequency of customer consumption. Easy to change clothes is to seize this point, pay attention to customer training, and constantly improve customer viscosity. As long as the customer viscosity comes up, the stock market can be guaranteed.

In addition, the customer demand of the garment changing industry is long-term, so high customer viscosity also means high cross frequency of customer consumption, which is different from single-point frequency.

The so-called crossover frequency means that different customers cross each other at different time periods. As long as the viscosity of customers is high enough, all customers choose easy-to-change clothes. Even if the frequency of a single customer's single point is not high, different customers can be scattered at least in various time periods in a year, and the customers in a certain time period will not be too concentrated.

At present, Easy Change Service is also proposing the strategy of customer hierarchical management for customer viscosity. The customer level is divided into high, medium and low according to the single-point frequency of different customers, providing different auxiliary SKUs for different levels of customers and deeply transforming users. In this way, while maintaining customer loyalty, it also ensures a certain amount of customer orders in each time period.

1, transparent management

The transparency of easy-to-change clothes lies in the complete transparency of the replacement process.

After receiving the order, easy-to-change clothes will generally be delivered nearby with the area as the core, and then a clothes measurer will be sent to take the clothes back to the store. Compared with ordinary shops, easy-to-change clothes make customers more assured that the whole process of easy-to-change clothes is monitored from the moment they receive the order.

In other words, the process of changing clothes is transparent, and customers can know the latest progress of clothes modification at the first time. Such real-time tracking undoubtedly enhances customers' confidence in the easy-to-change service.

2. Humanized management

In the current 2 trillion ready-to-wear market, the size of clothes is very small, and everyone's figure is different, so it is difficult to solve the problem of individual fit of clothes. However, the consumption concept of the whole society is changing rapidly. Clothing should not only pay attention to brand and beauty, but also pay attention to fit, that is, clothing can reflect body advantages or modify body defects to achieve a more fit state.

The humanized management of easy-to-change clothes is to modify the clothes version according to the customer's dressing habits and body characteristics, which is actually a "semi-customized" process. Therefore, Yi Gai Yi strives to be meticulous in the way of measurement, and never misses any requirements of customers.

Different from ordinary tailor shops, we can tailor clothes according to customers' personal dressing habits on the basis of accurate physical dimensions. For example, some customers like to wear tight clothes, so if they can easily change clothes, they will write such requirements into the change plan, and modify clothes in strict accordance with the measurement data and customer requirements to ensure that the modified clothes meet the needs of customers.

3. Standardized management

Easy-to-change clothes have three highlights in standardization:

The first highlight is the standardization of non-standard services. For example, all styles of clothing collars are displayed as style options by senior clothing customization masters for customers to choose.

In this way, even amateur customers can choose the one that suits them best according to the type of version. In other words, it is to present the abstract version requirements of customers in a more vivid way.

The second highlight is the standardization of prices. At present, there is a set of formed price system for easy-to-change clothes. Whether it's fabric, pattern or even modified parts, every product has a fixed price, which is clearly written on the price list to improve customers' shopping confidence in easy-to-change clothes.

Therefore, customers don't have to worry about being severely slaughtered in terms of price, not to mention the temporary price increase in the middle.

The third highlight is the standardization of the effect of changing clothes.

The dressing industry pays attention to quality, so the key to winning customers' reputation lies in the effect of the dressing process. Yi knows this well, so she adopts the direct sales model to expand. All stores from recruitment, training to store construction are strictly in accordance with the prescribed standards.

Every accessible store has a special team of changing clothes masters, and an experienced changing clothes master is appointed as the tailor to control the changing quality of the whole store.

Easy to change clothes to control the quality of changing clothes is not based on the experience of the responsible tailor, but to unify the changing standards of all stores. How to use a bracelet? How to get to the dark line? Such dressing details have a unified technical standard in easy dressing.

Customers can judge the effect of changing clothes through the comparison of process standards, which in turn can easily monitor the effect of changing clothes and ensure the quality of changing clothes. At the same time, Yi also made timely improvements according to customer feedback, and constantly interacted with customers, winning the reputation of customers.

Based on the rapid development of the Internet, Easy Service has gradually attached importance to the management of data informatization. At this stage, easy to change clothes in any platform search industry related keywords are the top three. Because the higher the frequency of brands appearing on the website, the wider the coverage of people will be, which is also a great potential incremental market.

In the past, it was extremely difficult for the dressing industry to find customers accurately, because the needs of dressing customers were uncertain. In today's Internet era, clothing can know the click volume and sales of various clothing brands through data. To put it bluntly, you can immediately know the exact needs of customers. Then, it is easy to find out the demand side accurately through the online service link and keyword search.

In this way, Gaiyi accurately identified many stores with changing service needs last year, including more than 1000 in Beijing alone. Therefore, the traffic problem can not be ignored.

In the future, Yi will continue to rely on data management to expand the user market. Enrich the search keywords of each website, increase SKU based on keywords, and accurately find out customers, thus gaining a larger incremental market.

In terms of enriching search keywords, Yi Gai Yi has also formulated corresponding strategies-subdividing keywords, that is, classifying different groups of people and continuously refining categories; And set the target keywords according to the small category, so that more people can find clothes that are easy to change.

For example, easy to change clothes divides customers into business people and the general public. And then subdivide business people into different professional groups, so as to subdivide them layer by layer, continuously penetrate the incremental market and gain more users.

At present, Yihe has launched the "clothes changing insurance", and users can check the clothes changing service option when choosing clothes. In this way, if the clothes don't fit, they can be sent to the easy-to-change place for timely modification. In the future, this service will also appear on many e-commerce platforms such as Taobao, Tmall, Vipshop and Temple Library.

Remodeling clothing industry through internet thinking can bring many new changes to traditional industries. Easy dressing has never stopped on the road of innovation, and it is expected to bring a good dressing experience to more users in the future.