Looking back, the fast fashion concept has influenced the Chinese apparel industry. From the initial impact of the international fast fashion brand, it has been more than ten years since the Chinese clothing industry entered the era of rapid response.
Quick response - "fast reverse" has become a well-known oral language in the domestic apparel industry. Today, people love and hate it, and they are mixed.
Those who oppose it say that the clothing industry is not a fast-moving consumer goods industry. It is the responsibility of garment manufacturers to integrate culture and feelings into design and manufacture, and to implement the spirit of ingenuity. “We should be able to withstand loneliness and sink our hearts to do thingsâ€; those who support it say At the moment of high-speed informationization and network integration into life, young consumers have a soft spot for fresh and rapid. "We can only truly grasp the pulse of consumers when we follow the beat of the times."
In fact, the rapid response does not mean “massive new + low price + reduced inventoryâ€. The rapid response is the overall improvement of the comprehensive ability of garment enterprises in design and development, information technology, production management, warehousing and logistics. In other words, a clothing company can do To respond quickly, it does not mean that it produces cheap fast-moving consumer goods.
Quick response for better service
“The rapid response capability is a higher requirement for the company from research and development to production system.†Zhang Haiyan, general manager of Shanghai Jianxing Time Jewelry Co., Ltd., said that Jane Time provides the R&D and production services for accessories for local fashion brands. Speed ​​with updates is the lifeline of the brand.
In order to match the current fashion update speed, the new speed of the light has reached 2~4 times per month, and the offline products have also maintained high-speed updates. "But the premise is that the creativity of the product must be guaranteed." Zhang Haiyan said. Simply pursuing speed is meaningless and will only make the company's rhythm out of control. How to improve the speed, while ensuring the design and quality of the company, as well as the sensitivity to the market, is the basis for rapid response. This is also the road to brand development that many local companies are exploring.
“Rapid response capability is also a more humane service capability.†Wang Leiru, general manager of Beijing Shuimu Sanshi Commerce and Trade Co., Ltd. said that brands can give consumers a more intimate and convenient shopping experience through rapid feedback. Enhance customer stickiness.
The “Men Code†brand of the fast fashion menswear brand of Shuimu Sanshi Trading Co., Ltd. is now equipped with a complete ERP system and big data system to improve the response speed and accuracy of the company in style analysis, customer analysis, product layout, logistics deployment and so on.
The digital system of the access terminal can return the store information to the company headquarters at any time. The headquarters quickly analyzes the hot items, hot models, sales peaks, and even details of colors and fabrics of each store to reach each home. The timely delivery of the store and the guidance of the clerk. “We also tried to set up a face recognition system in the store. As long as the customer enters the store, the store staff can quickly obtain customer-related information through the terminal system, such as new and old customers, entering the store frequency, favorite styles, etc., in order to provide more targeted services. , establish mutual trust relationship." Wang Lei said.
“Rapid response has always been our goal, but at the same time, we also know that sometimes slow is another kind of fast. Therefore, while improving the reaction speed of the store terminal, we are also concentrating on developing styles and researching target consumers. Fine layout of big data." Wang Lei said.
Building the foundation for efficient manufacturing
Deeply dig deep response, in addition to strengthening corporate management, the establishment of fast anti-productivity is even more fundamental.
“China's garment manufacturing industry has achieved rapid response, first of all to improve its production speed.†Xu Fuwei, general manager of Hangzhou Shiyige Garment Co., Ltd., who will be exhibiting at CHIC 2017 (autumn), told reporters: “In order to increase production speed, we introduced 'single’ The flow of 'management system, combing its own production process." The traditional production method is mostly "bundle flow", that is, before the same batch of products complete a certain process, can not be delivered to the next process. Therefore, the larger the number of products, the lower the efficiency. The single-piece flow can effectively solve many problems such as long production cycle and rigid production process.
This is just the first step in establishing a fast-reverse production. "In the future, we will also deploy flexible production." The so-called flexible production is mass production and small batch production on the production line under the same cost. Production can be switched at will, making the production process more flexible and adaptable. "Of course, this is a long and difficult process, but it is also the general trend of China's garment manufacturing industry." Xu Fuwei said.
Second, the ability to co-ordinate resources is also a necessary condition for achieving rapid production.
“It is also very important to integrate the resources of upstream suppliers with active service awareness and action efficiency. Under the premise of mutual benefit, enterprises need to develop effective development goals, optimize the coordination rhythm of design, procurement, processing and promotion, and target Quantitative decomposition, and ensure that there is a special person responsible for the docking implementation, and assessment and assessment of the landing situation." Zhang Haiyan explained.
Resource planning is also an important part of poetry production. “Before accepting the order, we need to plan the introduction of raw materials to find out the inventory of upstream suppliers. If we find that the quantity is not enough, or the quality is not up to standard, we need an alternative solution that can solve the problem quickly, and the backup supplier. Xu Fuwei said, "Now, the company has achieved a response rate of 10,000 orders for 25 to 30 days of delivery. Among them, the preparation of raw materials is an important part, and it takes 10 days. This aspect will be further optimized in the future."
Nowadays, the rapid response has gradually integrated into the infrastructure of China's garment manufacturing industry in the practice of some people and the wait-and-see attitude of some people, which will inevitably affect the future of local clothing enterprises. In October, CHIC2017 (Autumn) will present such a group of fast-acting practitioners to the audience. How to judge, how to learn from, and how to cooperate will look at you.
Editor in charge: Wang Zhen
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