The “tailor-made†topic in the apparel industry has a long history. In the past two years, it has been the excuse for cashmere apparel brand entrepreneurs to “satisfy the individual needs of consumers†and “interpret the distinguished quality of the fiber and diamondsâ€. It was all the rage. Almost every cashmere brand that knows the name in China is closely related to the "tailor-made" production and marketing, and the zero-inventory development model is tied up with the family. However, after a rush of winds, under the constraints of various economic and policy factors, such as the "original cashmere price increase," "fast increase in labor costs," "high pressure for transformation and upgrading," and "industry production is not standardized," the "economical climate The "bad" judgments and approvals seem to have become the summative "popular language" and "keywords" made by domestic Sweater entrepreneurs, especially cashmere brand entrepreneurs. Then, in such an economic atmosphere, what is the current "tailor-made" development in the domestic cashmere industry?
With this problem, the author went deep into the major woolen sweater industry bases in China and engaged in in-depth exchanges and discussions with major cashmere brand entrepreneurs involved in “tailor-made†products. We will now present our judgments and analysis results on several key issues and share them with everyone.
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Can Tailor Made be a "Great Climate"?
Into the Chinese sweater industry, in fact, it is tantamount to driving into the ocean of the private economy. The truth that "water can carry a boat can also overturn it" must be understood by everyone. The question is how many people are willing to “tailorize†this “golden waterâ€, which is also a velvet sea gold panning. Isn't the “mass production†of gold scouring more “short-livedâ€? In this regard, entrepreneurs are divided and have their own opinions.
Some believe that the “tailored customization†of domestic cashmere sweaters has formed a “big climate†within a small area, such as Shanghai’s current professionalism.
There are more than 600 "tailor-made" companies, and consumers demanding "tailor-made" cashmere sweaters are mostly high-income earners. He (her) is pursuing a dress code that is consistent with his social status, economic conditions, cultural tastes, and personality pursuing. The “tailored custom†of pure cashmere sweater is “the first rich†and “star clanâ€. "Popularity" has already formed "popularity" and "climate" has become.
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The experts of Shengqi Rongrong Cashmere Co., Ltd. analyzed that the current domestic cashmere sweater “tailored†also has the trend of “popularizationâ€. Now, many family-like small workshops are using traditional hand-knitting or manual knitting machine to do this. In terms of work, although the scale of production is small, there are some markets. The reason is that this "tailor-made" model can combine the advantages of hand-knitting with design creativity and aesthetic art, and on the basis of respecting and interpreting consumers' personalized understanding and pursuit of cashmere apparel and cashmere culture, For consumers to create a full sense of personal service. Some entrepreneurs pointed out that although this type of “tailored customization†on the market seems to be “authenticâ€, it is not realistic and necessary to make a “big climate†where “all citizens can customizeâ€. Moreover, because "raw materials rose" and the industry standards, management and other work is not standardized, if only some "pure velvet", some made of "80" velvet, "70" velvet or even "50" velvet, external Both are called "cashmere sweaters." Worse still, some companies that cannot afford the high price pressure on raw cashmere are "tailor-made" to even use "three-in-one" and "four-in-one" as cashmere sweaters to deceive consumers with poor cashmere knowledge. Tailor-made private fleets face a reputational crisis and are at risk of hitting the reef at any time. Whether this piece can be bigger or stronger does not mean that even brand entrepreneurs who are keen on tailoring cashmere sweaters have no idea.
Unless the "cashmere blending" technology and concept can truly be accepted by the majority of consumers, the industry has also formed two "tailored", "mixed and velvet" two "tailored" development camp, and corresponding products Standards and management mechanisms, so-called cashmere sweaters tailored to meet the "great climate". Otherwise, the "high-end" and "civilian" mutual reciprocity will eventually consume the cashmere sweater "tailored" reputation and advantages. There is also that the brand differentiation strategy truly respects the individual needs of the consumer audience.
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Does "tailor-made" also "mass production"?
Experts tell us that from the point of view of service objects, production process and operation mode, traditional tailor-made and mass production should be two opposite production concepts or development models, but in brand awareness, In the era of low-carbonization with differentiated brand development and increasingly individualized consumerism, as China’s national income level and consumption level continue to increase, the two have seen some phenomena of compatibility and deterrence. Resources, exhibition director.
At present, the vast majority of cashmere companies are accelerating the use of computerized flat knitting machines to replace the production of manual flat knitting machines in order to keep up with the progress of the entire industry transformation and upgrading. From this trend, "mass production" will certainly occupy the majority of market share of cashmere production. This statement is true.
Moreover, most professionals in the industry believe that using a computerized flat knitting machine to do "tailor-made" costs is too high and simply does not work. Judging from the current development situation, “tailor-made†is the best and most distinctive, but it is not really a big brand enterprise that is decorated with a “computerized flat knitting machineâ€, but some are mainly produced by manual flat knitting machines. Small brand companies are either brandless companies or even home-style workshops.
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