He Turned Gorgeous To Lead Chinese Men'S Clothing To High-End Smart Manufacturing Era.

Hinur's strategy of high resolution: Chinese men's clothing goes to the high-end "intelligent" era.

Recently, international clothing in 2015

The exhibition (CHIC) opened at the Shanghai International Convention and Exhibition Center. As a barometer and weathervane of China's clothing industry, and even a grand event in the global trend, especially in the critical moment when China's clothing industry is facing the pition from traditional manufacturing to fashion industry, this CHIC has attracted much attention from both inside and outside the industry.

At the exhibition, experts from all walks of life and exhibitors have focused their attention on the hot topic of "advanced customization". Since the first half of 2014, China's apparel retailing industry has seen a "minimum growth rate", and the net profit of the enterprise has "negative growth".

In the process of foreign fast fashion brand impact, e-commerce diversion and industry depth adjustment, they have turned their attention to the advanced customization business, hoping to alleviate the crisis.

Today, advanced customization has sprouting almost everywhere in China.

In addition to the springing up of the studio, the major brands have launched their own advanced customization business. Among them, the strategic turn of King's clothes is particularly brilliant.

The market is in power: personal experience is the king's advanced custom business. How will it lead the domestic clothing brand out of the bottleneck of development?

As the first domestic advanced

One of the high-end men's clothing brands, Zhao Xuefeng, general manager of Limited by Share Ltd, said that the core of customizing business is changing according to customer needs. It has the outstanding characteristics of product uniqueness, service refinement and inventory risk minimization.

In the past, this is the service that the elite of the upper class can enjoy. With the penetration of the Internet and the development of the market economy, consumers not only have the absolute right to speak as a group, but more and more individuals pay more attention to their personalized experience.

At the same time, the international community also had a very mature business model, such as Saville street, which has long been famous, and assembled the best clothing custom brand in the world.

At present in China

In the critical period of pformation and upgrading, advanced customization is undoubtedly another industry mode that has rapidly risen after mass standardized commodity marketing mode.

However, in China, enterprises that really have the ability to develop mass customization are few and far between.

The term "high-end customization" determines that this strategy is not just a ruler, a pair of scissors, a needle, but a competition of comprehensive strength of service, design, technology, quality and so on. It does not have its own core technical superiority and can not provide high definition for customers at all.

First of all, most of the high definition services in China are only customized according to the occasions and needs put forward by consumers, and can not give professional design suggestions based on the more personalized elements such as the age, occupation, personality traits and professional characteristics of consumers. Therefore, when the consumers' demand may not be suitable for themselves, the professional design advice is also lacking; secondly, most of the domestic Custom Brands are not professional enough.

Take customized Western-style clothes as an example.

Before designing, the data of consumers' action size, static dimension, walking width, habitual posture and so on will be collected, while most designers in China still remain on basic data collection such as sleeve length, trousers length and chest girth. At the same time, customized brands pay more attention to market segmentation, and men's clothing, women's wear and children's wear are all specially designed by designers so as to achieve reasonable allocation of resources.

But in China, "all-around brand" and "all-around designer" are common.

Finally, the domestic custom designers are mixed.

Most of them do not possess the qualification of claiming to be a senior designer, and most of the designs are not new, which can not satisfy the needs of consumers' personalized experience.

No change of mind: fashion "craftsman" weaving dream in fact, as early as more than ten years ago, he launched a personalized customized business, accumulated huge amounts of customers, data and technical experience, in customer service, volume technology, version engineering, production technology and other aspects, laid a solid foundation for advanced customization, and has been widely appreciated.

As a leader in the clothing industry, the company launched its own efforts in 2013. It co founded and launched the high-end custom brand "polanyo" and the wedding dress brand "Royal groom" in collaboration with MIDA company in Italy. In 2014, it implemented strategic cooperation with the world's top clothing custom brand Teno Bill, and entered the high definition market in an all-round way.

Since the first launch of the company in the country, it has been widely recognized by high-end consumers. Until now, the company has started its business in more than 200 Hinur men's flagship stores nationwide.

Talking about the secret of success, Zhao Xuefeng thinks that "advanced customization" is actually a craftsman's heart in the dust.

Only by really concentrating on the individual needs of consumers can we design real customization.

Even an excellent senior custom designer told me, "you can't see the same person for the second time." I understand what he means is that the same person is different in different situations, let alone different people.

The biggest advantage of advanced customization is that they have one of the best "artisans" team in the world. Roger Douglas, a steering team with over 50 years of experience in costume design, volume and engineering research, including dozens of professional consultants including garment consultant, volume division, plate maker, designer and so on, provides customers with customized customization and patrolling services.

Secondly, Hinur's exquisite fabric has been improved to the highest level in the advanced customization business.

Only Zegna, the United States, Vinda, Nanshan, Ruyi, Coconai Ni, Manti, Dini, Lu Tai and other international well-known suppliers can be selected as their advanced custom fabric options.

Finally, it is the exquisite craftsmanship that can not be surpassed.

In order to ensure the maximum fit of the clothing to the human body, the highland custom made suit is no need for adhesive lining. Only natural environmental friendly linen, horsetail lining and cotton lining are adopted. The technology is also the most technically sophisticated and most sophisticated suit making skill in the world.

In the general anesthesia lining process, the key processes such as chest lining, nano button, sleeve, nail button and bead edge are all manually completed by craft experts who have more than 20 years of production experience.

In addition, cutting technology, high temperature pre shrinking technology, one collar technology, rhino pleat and other processes have virtually increased the value of prunho's exclusive customized products.

"Advanced customization abroad is a high standard aristocratic experience.

Most of the customized services currently provided in China are still at the stage of senior tailors.

We hope that we can set a higher standard for this rising market with a higher standard. "

Zhao Xuefeng said so.

If Hinur was there before 2015

In the development period of exploration, 2015 will be a comprehensive promotion period for Hinur's customized business. Hinur will set up a senior custom shop in Beijing, Shanghai, Qingdao, Ji'nan and other large and medium-sized cities, and steadily push it into the national market.

I believe that under Hinur's efforts, China's advanced customization business can truly integrate with the international market, and push China's high-end business out of the country to the world, so that China can make a real move towards China.