Gold label for personalized consumption

On the hot summer street in July, Xiaomei, who was born in 90 years, likes to wear hot pants and strapless slings. He walks under the sun without umbrellas. This is, in her opinion, a young capital.

And her classmate Xiaoyang, who likes to wear a large LOGO T-shirt and slim pencil pants, even if it is covered with sweat, does not reveal a little skin.

In their view, the dressing style of everyone on the street represents an independent personality. Just like plastic surgery, injection and laser can create different effects.

An undeniable status quo is spreading, and consumers are willing to pay for themselves more than ever, but with personality, not Datong. No wonder there is a brand sensation: "It is much harder to convince consumers of this generation to open their wallets than in the past."

"In the era of personalized consumption, if we still produce according to the traditional large-scale standardization method, we can only fight the price war in the end." Impression Utopia founder Zhou Xianxiong said, "We can only focus on developing good products and playing differentiated competition. There is room for development."

When people's consumer psychology changes from the past psychological "you have, I also have" to "you have that, I want this", more and more brands change products in order to adapt to the market, and promote the individual consumption psychology Fashion change.

Because it is different, it is favored

"We will change a lot of backpacks in our lives, but not every backpack has a story." Seeing this sentence, the ear seems to echo the famous "Your Backpack" by Eason Chan, which makes people suddenly have the impulse to buy. . And they not only have stories, but also colorful colors, exquisite craftsmanship, exaggerated imagination. This leather brand “Impression Utopia” from Guangzhou, with its creative design different from other leather goods brands, broke the impression of dull leather and dullness. It is no wonder that at the CHIC2017 (Spring) exhibition, it has become a star-like existence.

According to Zhou Xianxiong, since the launch of the market in 2013, the company has doubled its sales growth for three consecutive years, and there is often a shortage of supply. “The most exaggerated one, our exhibits and booths were all bought by a real estate developer. It should be considered a miracle at the exhibition.”

BOBO&TOTO, a children's wear brand from Jiangsu, is also favored by the new generation of parents with its exquisite style and design. In the case of yarn skirts, most manufacturers use hard yarns. The skirts that are made out are very stylish, but the comfort is poor. In addition to special occasions such as banquets and performances, few mothers are willing to use it as their baby's daily clothing. . BOBO&TOTO uses soft yarns, which are more wearable, but are rather cumbersome in design and craftsmanship. In addition, BOBO & TOTO also pays special attention to the processing of the details of the skirt, belt and other details of the skirt, and strive to give people a refreshing feeling in design.

“Every mom wants her baby to be different, so we will introduce some personalized designs every season, through some parts of the changes, such as the location of the patch, the edge of the collar, the stitching color block, etc., so that the clothes are not Re-sample." Chen Xiumei, deputy general manager of BOBO & TOTO said.

Mining individual needs, they have a coup

It is always easy to see the success of others and envy their achievements, but few people know what they are paying behind in order to accurately mine the needs of their customers.

Chen Xiumei revealed to us the secret of BOBO&TOTO's success: "Our customers are mostly young mothers after 80s and 90s. They have a certain economic foundation. The quality and style requirements of the clothes are very high. Therefore, before the brand launch, We have done a lot of market research and are more accurate in grasping the current situation and trend. At the same time, we also communicate with Korean and Hong Kong designers to apply the most fashionable trends to the design. The communication allows us to better understand the customer's psychology, optimize the products according to their suggestions, and give them a sense of participation."

In the past, the style boundaries between brands and brands were vague. People often rely on LOGO to distinguish them. Now, brands are beginning to focus on creating their own unique styles, working hard on the design and experience of products. As a new brand that was launched soon, the impression that Utopia can attract so many professional visitors at the show is also inseparable from the efforts behind them. The colorful leather goods have never been a glimpse, but Zhou Xianxiong and his team are constantly exploring the fruits of their attempts. “We use specially blended dye water on the leather instead of the traditional brush, which makes the whole package natural. Moreover, all our products are handmade, each one is different.” In addition to the bag, Impression Utopia has now formed a product group, leather sofas, leather shoes, leather goods and other leather products, are members of the ethnic group.

Zhou Xianxiong set a development goal for the impression of Utopia - to enter the high-end shopping malls. "To tell the truth, this process is still very difficult, because we are a new brand, the popularity is not very high, but we are very confident about our products, and now we mainly want to go out through the CHIC exhibition to make our brand famous."

Fashion change, turning into a butterfly in the pain

Consumer demand for personalized products has also spurred the emergence of some niche-style independent designer brands. Libu Rui has keenly seized this business opportunity, from a manufacturing-oriented enterprise to a large-scale rear of the designer brand, providing them with perfect technical support.

“At present, there are very good designers in China, and there are also very good ideas. However, due to factors such as craftsmanship, cost, and order quantity requirements, many of their innovative designs can’t be realized. We Libu Rui seized this point. Utilizing the technological advantages of our many years of production, we will build a whole industry chain that meets their needs through a series of processes to support these personalized brands.” Xu Xiangdong, Party Secretary of Libu Rui, said, “Our automated dyeing and digital printing Technology such as fabric re-engineering, ergonomic cutting, and complex craftsmanship are among the best in the country, and we are constantly improving and will do better in the future."

Xu Xiangdong believes that in the new round of consumption upgrade environment in China, consumers' expectation of personalized consumption will only continue to rise, and popular products will gradually be divided by market segments. This has brought shocks to the traditional enterprises that are used to standardizing production. It is imperative. "Of course, reform is a coexistence of opportunities and challenges. The investment in the early stage of the enterprise will be very large, especially the investment in technology, the cost is long and the enterprise must be fully prepared."

Chen Xiumei’s view coincides with Xu Xiangdong: “On the one hand, enterprises have their own ideas and styles that have been adhered to for many years. The transformation really needs great courage, and enterprises need to think about it well. But if the company has already encountered a bottleneck period, It is important to study the needs of the current customer base, including your design, products, ideas, etc., all need to adapt to the trend to make some changes."

Keeping the cloud open to see the moon, experienced the pain of transformation, the enterprise will finally greet the day of turning into a butterfly.

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