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Fashion Figure: Chu Xuemei'S 22Nd Year Of Men'S Clothing Customization

2022/4/28 15:51:00 0

　　 Chu Xuemei, a man who has been engaged in high-level customization of men's wear for 22 years. In her, I can see the courage of entrepreneurs to seize the opportunities and meet the challenges, the courage of entrepreneurs to innovate and forge ahead, and the sincerity of garment workers to devote themselves to research and improve.

　　 2022 is Chu Xuemei's 22nd year of men's clothing customization.

　　 In 22 years, from OEM processing to advanced customization, from zero start to the establishment of large database, from offline customization to the launch of online "visual magic tool volume app"... She led the enterprise to continuously explore and innovate, integrate intelligence into the whole process of garment production and sales, integrate high quality into the enterprise's blood, and lead the enterprise to achieve leapfrog development in transformation and upgrading.

Chuxuemei

General manager of Dalian fanruike Garment Co., Ltd

Aru GAW, founder

　　 Intelligent empowerment:

　　 Deep ploughing and tamping technology

　　 Combining the two forces of intelligence and manufacturing, Chu Xuemei led enterprises to seize the commanding heights of competition, carry out digital and intelligent transformation and upgrading, and gradually form a new development form of "data driven, man-machine cooperation".

　　 In 2012, Chu Xuemei made a decision to open the exploration road of intelligent customization.

　　 "Abandon traditional mechanical production, take advanced customization as the positioning, carry out strategic adjustment, establish cooperation with European top plate makers and designers, and develop customized management system." Chu Xuemei, general manager of Dalian fanruike Garment Co., Ltd. and founder of arugaw norga brand, said that enterprises need high-quality and cost-effective products to develop the international market. Customized management system realizes intelligent management of design, order, production and shipment, which not only ensures production quality, improves production efficiency, but also effectively reduces production costs.

　　 It is worth mentioning that in 2019, the intelligent customization R & D project of Dalian fanruike Garment Co., Ltd. won the 8th national textile industry management innovation achievement award for "creating a router" for customized clothing - Exploration of intelligent management mode of fashion design, production and sales.

　　 In recent years, fanruike has been deeply ploughing and consolidating its technology, improving its customization management system, taking the intelligent transformation of the factory as the means, and the technical cultivation of workers as the foundation, and through the perfect integration of online and offline, it has walked out of a differentiated way of high-end men's clothing customization.

　　 In 2021, pan Ruike customization management system will be upgraded again to realize the visual management of design, order, warehouse, technology, production, shipment, amount, etc., continuously improve the big data processing center, help b-end customer management, and focus on global small batch customization. It makes b-end customer customization more intelligent, transparent and real-time. Every step of the process is displayed in the system from ordering, sampling, cutting, to production completion and shipment. Customers can view and trace the process in real time through the account, so as to achieve visual production and realize the rapid sharing of effective information between the factory and customers, Communication costs and human resources are largely saved.

　　 According to Chu Xuemei, the company's technical personnel will receive customized information in the background by placing orders online and inputting the measurement information into the system. The customization system will automatically generate templates, which only takes a few minutes.

　　 "The customization system also helps the company to manage customers. The customization system serves the global customer groups, and the customized backstage is like a" big data processing center ". Based on this, the analysis of fabric fashion trend, clothing style demand, regional customers' version characteristics, customer preference recommendation and other aspects is carried out, so as to solve problems for customers and optimize enterprise services at the same time." "Of course, it's also good for the company to purchase raw materials and develop new products," Chu said

　　 At the same time, in order to meet the personalized needs of consumers, fanruike innovates and develops a suit and magic tool measurement app. It combines Internet and information technology, and takes photos by mobile phone to realize one-to-one service, breaking the limitations of space and region, and making the customized product more accurate, concise and personalized.

　　 Technology is the foundation of an enterprise, and innovation is the inexhaustible power of enterprise development. "This year, we will continue to consolidate our technology and upgrade our customized management system." Chu Xuemei said: first, simplify the unified system login port, cancel the cumbersome multi interface login, and optimize the customer customization experience; Second, increase the display window of design funds, speak with pictures, and show new designs and new products from time to time; Third, continue to improve customer data, analyze customer preferences, and guide product development; Fourth, pay attention to the detailed debugging of the whole process of online customization, and pay attention to customer satisfaction and experience; The fifth is to reduce the cost and improve the efficiency of account management system.

　　 "It is expected to complete the comprehensive upgrade of the customized management system by the end of this year, open up the whole process of enterprise business management such as client, market side, technology side, shipping end and collection end, attract more customers through technical output, production output, product output, design output and cultural output, and optimize the allocation of industrial chain resources through big data center." Chu Xuemei said.

　　 Brand building layout:

　　 Update products and guarantee quality

　　 In the final analysis, the vitality of a brand lies in its product strength. To this end, arugaw nuoga promotes the integration of technology and fashion, continuously consolidates the foundation of brand value, strengthens the innovation and application of new materials and new processes, continuously exports new products and designs, and improves product quality.

　　 "Looking back on the development path of Pan Ruike, it is most appropriate to summarize it by expanding, perfecting and upgrading at the same time." According to Chu Xuemei, relying on her nearly 10 years' experience in men's wear production, sales and export, Dalian Free Trade Zone pan Ruike International Trade Co., Ltd. was established in 2000 to focus on the trade between France, Britain and other European and American countries and regions; In 2005, Dalian fanruike Garment Co., Ltd. was established to continuously improve the textile and clothing industry chain and cultivate top craftsmen. The road of personal customization of men's clothing of fanruike has officially opened; In 2011, pan Ruike adjusted its strategic layout and created its own brand, arugaw nuoga, successfully settled in tmall mall, focusing on developing Chinese, European and American markets.

　　 So far, pan Ruike opened the road of brand building. In 2015, arugaw norga actively participated in various exhibitions at home and abroad, fully infiltrated offline consumer groups, investigated domestic and international offline market demand, upstream supplier R & D trend, constantly enriched database, improved customized management system, continuously expanded product categories and broken the boundary of consumer market.

　　 In 2022, arugaw norga began to add polo shirts, T-Shirts, sweaters, home clothes and other categories into the customization system, constantly enriching the product customization categories. In addition, new products such as light luxury coat and magic pocket coat have been launched. Among them, magic pocket clothes are not easy to fold, light and breathable, portable, washable, easy to handle, suitable for business travelers.

　　 "This year, arugaw nuoga will focus on the product development of functional fabrics, using high elastic, antibacterial, dirt resistant, wind and water resistant, wrinkle resistant and coffee fabrics for clothing research and development, and develop multi-functional clothing according to the needs of consumers to meet the needs of different life scenes." Chu Xuemei said.

　　 In addition to the continuous output of new products and new designs, consistent high quality has always been the core competitive advantage of arugaw Noga. "Since its establishment, the brand has regarded quality as the first life of its products, and has carried out high quality through the following four aspects: personalized demand, selection of high-quality materials, inheritance of exquisite technology and strict quality inspection procedures." Chu Xuemei said: one is to strictly select the raw materials to ensure the quality of the fabrics, and to provide consumers with a variety of high-end clothing raw materials according to different seasons, climates and wearing occasions; Second, one version for one person, and the style is self-defined. Consumers can log in the customization management system to select the elements of fabric, lining, accessories, style and design details according to their own preferences, and carry out custom combination and order independently; During the fitting period, the products can be made by hand; The fourth is to ensure that everyone is a quality inspector, strict quality inspection process, so that in the semi-finished products, production, warehousing, ex warehouse and other processes, there are special personnel responsible for quality inspection.

　　 "In the Internet age, once products enter the market, they will get feedback immediately. Whether in domestic or international markets, what consumers really need is a brand with high-quality products and good at innovation." Chu Xuemei said so.

　　 Lifestyle output:

　　 Service upgrade and experience renewal

　　 Arugaw Noga is the inheritor of classics, the advocate of sustainable development and the founder of fashion. Arugaw norga's vision is to make the most suitable clothes for every man, strive to be the wardrobe housekeeper of consumers, and make consumers more calm, confident and happy through advanced customization.

　　 "Behind the customization of high-end men's wear of arugaw nuoga is actually the output of lifestyle and attitude towards life. With the perfect fit and the fashionable style of keeping pace with the times, it can satisfy consumers' pursuit of quality and enjoy a unique fashion lifestyle.

　　 Chu Xuemei said that fanruike will optimize the consumer experience from the following three aspects:

　　 The first is to cultivate a professional, efficient and stable team based on the "special personnel" as the foothold, including Internet technicians, e-commerce personnel, designers, measurement service personnel, sales, customer service and other fields of professional talent team, to serve consumers in an all-round way, to ensure the dual track operation of offline store customization and online intelligent customization.

　　 The second is to make advanced customization with the thinking of service industry, to serve and close to consumers, to think from the perspective of consumers, to be good at capturing consumers' demands, and to integrate these demands into the whole process of enterprise product production and manufacturing, so as to win the recognition of consumers with a professional attitude.

　　 Third, according to the customer expansion rate, increase the number of offline stores, and provide each consumer with a dedicated body measurement engineer, designer and customer service personnel to make the most suitable clothing for consumers through professional and meticulous service in each link; At the same time, small-scale user experience sharing activities are also held in off-line stores on an irregular basis, so as to improve the consumer experience from the dimensions of measurement, design, delivery, dressing occasion and satisfaction.

　　 It is on the basis of the above multiple factors that fanruike's sales situation is good in 2021. Although it has not reached the blowout state, compared with 2020, the sales of customized clothing at home and abroad has increased by 20%. Chu Xuemei said that the online and offline dual track driven customization mode has led to the growth of customized clothing consumption, and private customized clothing has also changed from a small number of high-end consumption to the fashion choice of the public.

　　 "From the sales growth of various countries and regions, there is still a lot of room for improvement in the domestic market." Chu Xuemei said that in the future, based on the customer structure and guided by the olive consumption pattern, fanruike will rapidly layout the domestic market, pay close attention to the rigid demands of professional clothes, formal clothes for graduates and wedding dresses, and keep up with the trend of the times to continuously improve and develop products with the functions of sustainable fashion, antibacterial, high elasticity and anti wrinkle, so as to meet the new needs of the current society.

　　 "This year, fanruike has formulated a" thousand stores plan "to steadily increase offline stores according to the customer expansion rate." Chu Xuemei said, "With the continuous improvement of the model library, database, style library and process library of big data center, the" thousand stores plan "will be put on the agenda. According to the development plan that 100 stores will be added when the number of stores reaches 100, it is expected that our stores will increase to 200 next year, and 500 or more in the next three years, so as to enrich the clothing customization industry and make it a current success The biggest addition to the clothing market. "

　　 In 2021, it is worth mentioning that Mei was selected as one of the top ten textile enterprises in 2021; Fanruike won the title of top 50 high quality manufacturing enterprises in Liaoning garment industry in 2020, ranking 30th in the comprehensive ranking; Arugaw norga, its brand, won the top 10 customized brands in Liaoning clothing industry in 2021 annual award of Liaoning textile and garment industry.

　　 "The market is changing rapidly, and only change is the unchanging truth." In the development process of enterprise technology empowerment, transformation and upgrading, it is an irreversible trend to provide better products and services to consumers. In the future, chuxuemei will lead fanruike to be brave of challenges and changes of external situation, create a new ecology of customized industry, create a classic legend in the wardrobe, and lead a high-end fashion lifestyle.