Internet plus tradition to change clothes! Change clothes easily and start the era of "semi-customized" consumption.

201965438+1October 10, etailor, a high-end internet changing brand, held its first brand launch conference in Guangzhou in the past four years. What Ettel did was simple-change clothes. Before knowing clothes, people's impression of changing clothes mostly stayed in the tailor shop downstairs. Unexpectedly, with the blessing of the Internet, the explosion of underpants has changed the scale of the trillion-dollar clothing aftermarket.

Easy to change clothes, focus on user experience, and four years of data precipitation to help industrial upgrading.

Liang Shichang, the founder of Gai Yi Yi, has the working experience of Netease product technology manager. He is particularly sensitive to how the Internet can activate the upgrading of traditional industries and revitalize China's manufacturing industry. From the small matter of changing clothes, he felt the value space of the clothing restructuring industry. Xie, now a partner of Yi, is also actively looking for opportunities for Internet reform in traditional manufacturing. When they met Liang Shichang, they hit it off. He immediately decided to close his clothing factory and join the tailor team at that time. In the past four years, Yi Gai Yi has gradually become a leader in the domestic garment restructuring industry, and initiated the concept of "high-end semi-customization".

(Easy to change clothes at the scene and sign a contract with Vipshop)

Just changing. What profit can it bring? The business model of easy-to-change clothes is based on the product thinking that creates value for users, and activates the traditional clothing manufacturing industry with big data and standardization. "The higher the customer unit price, the higher the return rate." Gu Weiguo, general manager of Vipshop's investment department, revealed that consumers have very high requirements for clothes with high unit price, and if they are slightly uncomfortable, they will be returned. However, the cooperation with easy-to-change clothes has improved the customer experience of clothes with high unit price. Easy to change clothes also centralized management of tailors, established a central factory and SOP standard easy to change clothes process system, unified the original fragmented clothing restructuring industry. Most importantly, Gai Yi Yi has attached great importance to the precipitation of user data in the past four years. Since the order system was launched, a background statistical program specially for tailors to record clothes changing data has been developed simultaneously, and the "20 18 big data report on clothes changing" has been formed. Mastering the user's big data is easy, and there are infinite possibilities in the clothing market.

Easy to change clothes, actively create a new retail layout to meet individual needs.

According to TalkingData's Insight Report on New Consumption Trends (20 18), the consumption of residents is constantly upgrading, and personalized customization has become the trend of the new era. For the clothing industry, this means that the fashionable clothes produced by the factory assembly line are far from meeting the new consumer demand. The semi-custom consumption blank of clothing reconstruction is being filled by easy-to-change clothes first.

Today, with the full integration of online and offline channels, Yigaiyi is also actively embracing new retail and creating an ecosystem of online cloud platform+offline personalized experience store+new logistics. There are not only online shopping malls, but also offline experience stores. Online provides convenient services for consumers, and the terminal provides consumers with a superimposed experience to promote new formats. Future consumption scenarios will also pay more attention to user experience, with higher efficiency and more refined traffic operations.

Easy-to-change clothes is a choice to start with small market cuts such as easy-to-change clothes, extend the service chain of clothing industry, and cooperate with e-commerce platforms such as Tmall, Temple Library, Vipshop, JD.COM, etc., which strengthens the weakest link of after-industry service and opens a new era of service. Facts have also proved that with the deepening of consumption upgrading trend, the garment restructuring industry that is easy to focus on is favored by consumers in the era of personalized consumer demand.

According to the data of McKinsey's 20 17 China luxury consumption report, the total scale of luxury clothing consumption market in China is 678.4 billion, and the total scale of online shopping clothing market is1943.5 billion. For the clothing restructuring market, this is an opportunity of nearly one trillion orders of magnitude. Up to now, there are more than 30 shops in China, with more than 600,000 registered users and more than 300,000 clothes modified. Except for small orders such as changing pants hem, the unit price per month is higher than that in 200 yuan, with more than 20,000 orders.

With the growth of Yi Gai Yi, Yu Zhou, one of the investors, realized that "Yi Gai Yi looks small, but I didn't expect it to explode with such great energy".