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C2M clothing custom upstream and downstream games
Over the past few years, the clothing customization market has become increasingly hot, with a market size approaching 200 billion yuan, and more than 200 participants. There are no old hills in it, only new faces, tailor-made products, Yibang people, Evo tailors, easy to change clothes, etc.
The crowd is battling, and everyone wants to be the one who takes the microphone in this market.
Just like the 15 days that I released in the tiger sniff, can I melt the iceberg of 2 trillion garment inventory? As mentioned, "In this industry, it seems that C2M custom companies that have transformed from traditional foundries will be better."
It is a pity that most of the industry's participants are new, holding a brand, docking upstream factories and downstream sales, and want to do a light mode. But in this way, the right to speak to the upstream and downstream has become the key.
First, the upstream main supply chain
First talk about the right to speak to the upstream factory.
Before investigating a C2M custom clothing company, the entire company was in an anxiety and busyness during the first Spring Festival. The cooperative factory has a sudden problem, and the user is promised to postpone the order within 10 days (or 15 days, here is just an example).
On the one hand, because the factory employees had a holiday early, many orders were hoarded, but the factory did not communicate in time; on the other hand, the orders on the platform were still inundant, the supply chain was rampant, and a vicious circle occurred.
This emergency has almost lost the initiative of this new brand.
Why are there delays in factories that have a capacity that exceeds dozens of sales orders? On the surface, it is the entrepreneurs who communicate with the factory in a timely manner. The migrant workers in the general factory have to take more than 20 days or even a month to spend the Spring Festival, and the production capacity is idle. However, the sales staff of the brand side, generally after 7 days of Spring Festival, orders have been coming in. Entrepreneurs who see the vents mostly only bring in money and resources, but they don't have much industry experience, which will create a dislocation between the upstream and downstream.
But in the final analysis, the company’s priority in the factory’s eyes is not enough.
In cooperation with the factory, the factory is always willing to give priority to meeting large customers. Whoever has a large amount of money and high scale benefits will have a higher priority. Although this company has an optimistic single-volume scale at the beginning of its business, it is considered a leader in the C2M field. But in the eyes of different partners, how much does it cost to sell? Start-up platforms, custom areas, volume and attributes all determine that their sales are temporarily better than traditional clothing brands.
In the case of a single amount, these companies will use other methods to make a big voice. The first is to invest in shares. I still remember that two years ago, the Yibang people raised 50 million yuan. According to founder Fang Qin, this financing will focus on strengthening the supply chain capacity, and most of the investment will be used for investment in outstanding factories. The binding of benefits is more clear than the judgment of sales.
The other direction is to build a factory. For example, Guangzhou's volume customization, it is said that one of its partners is the owner of a factory. The factory has a production line adjustment, and it has both the bulk mode and the C2M mode. The right to speak at the factory is much better.
Of course, managing the supply chain is not as good as operating the supply chain.
Haishu House in the field of clothing is the representative of the operating supply chain. Haicang House and the supplier signed the returnable clause of the unsalable goods, and did not bear the risk of tailings. On the other hand, the company will repurchase the return through the subsidiary to reduce the financial pressure and operating pressure of the supplier.
Such a model may not be good for itself, but it is beneficial to the overall supply chain. It operates the entire supply chain, not just a company.
C2M customization is a model of first-time sales and production, and garment inventory is completely unnecessary. However, stocks of fabrics with longer inventory turnover and higher value have become uncertain factors in the factory.
If C2M companies are willing to purchase fabrics themselves and reduce the pressure on factory inventory, then it can manage and control the factory. After all, as a brand, it has a salesperson close to the end consumer, and can deeply understand their needs. The market forecast it makes is generally accurate to the factory, and there is no bullwhip effect in the traditional production chain.
Second, the downstream mainly prevent flying orders
Operating a supply chain and a win-win situation with the factory may be the key to controlling the right to speak. But in the final analysis, the guarantee of factory efficiency comes from the diminishing marginal cost after large-scale orders. To put it simply, the channel (offline dress consultant/sportsman/sales) is another discourse contender for the C2M apparel customization company.
In the 15 days, can you melt the iceberg of 2 trillion garment inventory? In the case, I did not introduce too many cases in this area, and then I can summarize it according to the research.
The channel problem is mainly the problem of flying orders. A company's sales, it is likely that because of the high commission of company B, and privately provide company B's customer resources for company B, this is called the fly.
Therefore, the compensation system is the key.
In recent years, I have customized two or three sets of shirts almost every summer, and occasionally I have suits and trousers. In this way, the beauty consultant who can contact different C2M company on-site services. Their on-site service, huh, I am talking about the volume, really thoughtful, and can disclose some company information to me.
Company case one
Xiao Zhang, whenever a user makes an appointment, she carries a medium-sized suitcase and is free in every corner of the city. According to my previous experience in traditional clothing custom stores, Xiao Zhang's peer-to-peer ratio is 4% to 6%. Most of them are high-end clothing brand chains, or local clothing custom enterprises. The unit price is generally more than 2,000 yuan. But these C2M custom brands can almost give a commission of about 10%, but the customer price is about 500 yuan.
The ratio does not seem to explain the problem. From the hedging of the difference between the unit price and the commission ratio, the dress consultant's commission is about 50~80 yuan. This gap is often compensated for in the daily door-to-door service subsidies and travel support.
In the company where Xiao Zhang is located, they will give some career ups and seek long-term development for them. Among them, user repurchase, referral and retention rate have become the main indicators for assessing dress consultants. Through the growth of these indicators, sales grow at the same level as the P1, P2, P3, and P4 of the Ali system.
Xiao Zhang, who communicated with me, is at the P4 level, and the base salary and commission rate are quite high. But every month, her performance target is nearly 200,000 yuan, which is equivalent to her sales of more than 100 a month. Except for the weekend, she can visit 4.5 times a day on average, and in general, every person who goes to the door every day is already very saturated.
But the company also stipulates that if you have less than 5,000 yuan in salary for multiple months, you may be eliminated. As a result, Xiao Zhang began to turn to high customer unit price or repurchase rate.
The expensive clothes are high, and the people who buy the goods do not need to go to the door. The data has been obtained, and the order can be placed directly.
As the price of the customer is raised, the user experience may be affected, which will lower the repurchase rate. Therefore, Xiao Zhang understands that he must do a good job and increase the repurchase. This makes the user experience almost foldable into wages. Xiao Zhang also told me that a recent mistake in the service process caused the 9800 yuan order to be refunded, which resulted in her actual salary being less than 1,200 yuan.
Company case two
Xiao Huang of another company and I are fellow countrymen, and I talked a lot with me. She said the company gave her a 30% commission, which is about two to three times the average. However, its main business is shirts, and the magnification is not too high, so the unit price is generally three or four hundred, and the total number of commissions is not high.
According to Xiao Huang, the ability to have such a high commission is because the company has high requirements for the efficiency of factory production, resulting in lower overall cost than its peers. Although dubious, but after two or three years, this company is not bad, I will default.
In order to eliminate sales and only recommend high-priced products, Xiaohuang's company will calculate all the commission ratios at a price. In this way, they will objectively recommend to the user, rather than praising how good and how cheap. But this requires that the company's pricing system should be perfect, which is another technical activity.
In order to have a better market effect in such a commission system, the company also allows agents to compete. Many people now call it "city partners", which means that each city finds a partner. In the past, in order to protect the rights of each partner, the company would indicate the market area in which you are located. The business in Beijing should not go to Henan and grab the business of another partner.
But this company is different. It is said that he has five teams in Beijing and has been in a competitive position. The performance of the city partner is not good, and his team will naturally be eliminated.
Such a system may not be used in another company, but it always gives some inspiration to the peers. For companies that do not have offline specialists, but acquire data through advanced technologies such as AR, traffic generally comes from the BAT system. This requires the company to calculate ROI (return on investment) and LTV (total value of life cycle) for delivery.
But nowadays online traffic costs are high, there is no better service under the line to stick to private domain users. In fact, this mode of play is a bit like the traditional e-commerce gameplay, which requires the operator's operational experience.

Source: Tiger sniffing network of: Baal slag slag