Patten Clothing: Digital Dreamworks To Create An Ecological Platform

The clothing company named Dean pedon suit (Hangzhou) Limited (hereinafter referred to as patten dress) has increased its order speed by 10 times and the operating cost by more than 20% by implementing the large-scale customization system pformation. The profit margin has increased from 5% before the pformation to 30% now.

In the first three quarters of this year, the number of direct customers of Patten suits has been over 100 thousand, which has increased by 32% over the same period last year.

Digital factory adopts visual control management.

Lead

A "magic factory"

On the Hongda Road, the vehicle company is a clothing enterprise, and the parking stop for journalists is different from that of mass customization.

Entering the Dean Industrial Park, a middle-aged man wearing glasses, wearing a casual suit and a scholar, waved to reporters. This is Chen Lechun, the head of the enterprise.

When it comes to dress customization, ordinary people often make up for the picture of "tall and tall" in the custom clothing store of the trump card: in a custom shop in Saville street, London, a salesman dressed in a suit wears a long tape on his neck, holding a pen and a notebook in his hand, and takes down dozens of guest figures carefully. Then, through weeks of tailoring and sewing, he has a set of custom-made suits worth several thousand pounds.

Well,

What is the scene of mass customization?

"This is our digital factory."

Under the guidance of Chen Lechun, reporters walked into this "magic factory".

Here, one of the newly released suits is flying on the track.

The screen shows clearly the process details, target number, current output and stock capacity of all employees.

A hook corresponds to a garment, and workers at different stages will hang the finished garment back to the original hook, so that the chip on the hook can help the computer keep track of the latest situation of each order.

On the edge of the "upper collar" process, the reporter saw that a circular hanging ring hung with various styles and coloured collars, and what kind of collar was custom-made, and the workers turned the ring to find the corresponding style to complete the sewing.

Why is this called "digital factory"? The mystery is in several big digital systems.

"At the front end, we finish data collection and pportation through the intelligent order system in the store or online, and then classify the data through the MTM personalized template processing system. Then a production collaborative command system will prepare raw materials and accessories according to the customer data. Then we can see that the intelligent hanging system can enter the logistics packaging stage after more than ten processes such as ironing, ordering, opening sleeves, upper sleeves and upper collar.

On the inspection stand, the reporters saw a batch of orders placed 4 days ago, which have been customized.

There is a user order placed behind each shirt that is packed.

Looking at an overseas order named Jason Kim, the reporter found that apart from the 15 dimensions of collar length, shoulder width, waist circumference, sleeve fat and so on, and 7 requirements such as the secret collar and the middle eight collar, customers can also ask for fabric requirements such as raw materials and accessories.

"We have counted thousands of ingredients, excipients and buttons, and we can meet 3 million customizing requirements."

Chen Lechun is quite proud.

The reporter opened a WeChat custom platform "C2M mall" under padun clothes, and input height and weight, take photos of the front side, select the local style, and then place the order easily.

What is interesting is that the reporter found that there are no more than 5 options in each category, such as back, collar, belly and so on. Isn't the more options the better? "According to consumer psychology, once consumers have more than 5 options, they will be puzzled by the choice. Every screening of a choice is a loss for them, which will greatly reduce the efficiency of consumer customization."

Chen Lechun's answer highlights the cultivation of a scholar entrepreneur.

According to the briefing, at present, Patton clothing has the ability to place orders in the major cities of the world and complete the manufacturing and 5 day service destination in 7 days. In 2016, the company completed 43 thousand Inter Continental intelligent customization business in the Americas, Australia and Europe, and 120 thousand customized services in China.

Broken bureau

Breakout pformation and upgrading

The intelligent pformation of Qingdao red collar and Patten clothes is based on the property of Internet, which can accomplish "intelligent manufacturing and personalized scale customization", and find a balance between individuation and cost through personalization and scale customization.

Peking University professor Chen Chunhua said.

Perhaps you will ask why there are so many garment factories in Xiaoshan. Why can the digitalized pformation of Patten suits succeed?

In fact, before 2007,

Exports have been in the golden age, orders can not get through, the profits are still very high, the cost is acceptable, domestic clothing enterprises can hardly see the crisis coming, let alone active pformation and upgrading.

In 2005, Chen Lechun chose to study EMBA at the school of economics and management, National University of Singapore. One of the topics was TOYOTA's intelligent manufacturing.

"I went to Japan's TOYOTA automobile factory for the two time.

In factories, different parts arrive at the factory at the same time, and the production line is operated by robots. The scene is really shocking.

If the car can, why can't the clothes be done? At the same time, Chen Lechun also sowed the seeds of the digital factory.

By the end of 2007, a customer's call touched Chen Lechun's nerves.

"An old British customer suddenly told me that because of the funding problem, three containers worth 8 million yuan were not allowed.

This incident has aroused my vigilance. In the face of market downturn, intensified competition and low profit crisis, only pformation and upgrading can find a way out.

Chen Lechun recalls.

The seeds sprouted before the dilemma.

Chen Lechun is lucky. When the crisis of capacity comes, another door of the new world is opening to him.

Despite the impact of the crisis, from 2007 to 2010,

The annual export volume of Western-style clothes is still around 130 million yuan, but the enterprises gradually reduce the OEM processing business without hesitation. The manpower, financial resources and material resources of the focused companies have been invested in hundreds of millions of yuan to rebuild the factory, build an Internet business platform, and complete the software data construction of core products such as suits and shirts in 3 years. It has become one of the largest domestic clothing database and user database in China, and has truly changed the traditional clothing enterprises to personalized service providers.

"The biggest difficulties are mainly two, one is overcapacity, the other is consumers can not buy the products they want.

Personalized customization can solve this problem, and large-scale can solve the problem of high customization cost. In the future, the benefits of the industrial Internet will be far greater than that of the consumer Internet era.

Compared with the traditional mode, the C2M mode has changed from "post sale" to "first sale after production" in the production stage, so as to achieve zero inventory. The product has also changed from a homogeneous one to one personalized one, catering to the arrival of the era of consumer upgrades. In addition, the old mode of increasing the price has been changed on the price, from the factory to the consumer, making the custom suit shirt more popular.

Dream making

Build an ecological platform

"For many years, the Chinese garment enterprises named" world factory "have processed all kinds of plates and style data for various countries. If the traditional enterprises fail to sell their businesses after the pformation of the industry, the data and experience accumulated for so many years will be exhausted and the industry will be broken.

Chen Lechun's voice was full of pity.

It is not enough to succeed in their pformation. Patten clothing looks far ahead -- to make C2M platform for Internet.

"Now the industry is 4, digitalized and intelligentized into a topic that can not be avoided. Many factories have been affected by this impact and began to rebuild. They spend money to import equipment and try to accomplish the pformation in one step, but in the end, they find that after the pformation, where can the new order come from?" Chen Le Chun said.

At present, the "No.1 Project" of Patten dress is to build an open and interconnected platform for consumers, businesses, intelligent factories, suppliers, and logistics enterprises. The platform can provide the "Internet + industry" solution for the traditional manufacturing enterprises, help them to flexibly and customize the pformation, and at the same time can provide customers and orders for them, with the experience of "coming to the people" to help factories quickly connect with consumers and embark on the road of pformation and upgrading.

"At that time, we can gather the data resources accumulated by the major garment enterprises over the years, and we can also solve the problem of overcapacity by C2M, and kill two birds with one stone."

In order to complete this industry platform dream, Chen Lechun spent almost every day in the high-end hotel in the main urban area of Xiaoshan.

Why is it so luxurious? "We need to provide technical experts from all over the world for the best environment.

We have invested 30 million yuan and look forward to having more capital to do it together.

Chen Lechun said.

Before the end of the interview, Chen Lechun recalled his original work.

I remember that as early as the 80s of last century, Chen Lechun, who had just worked for a long time, received a pformation and upgrading project of the science and Technology Department of the Ministry of textile industry at that time.

"At that time, the Department put forward how to make 10 Fen dollars of cotton cloth export.

For a dollar, I and my colleagues were sent to Shenzhen for research and development.

Finally, we developed the first CAD clothing design system with the 710 Research Institute of China Aerospace Industry Corporation. I was responsible for the research and development of garment technology.

The nineteen report mentioned "do not forget the beginning of the heart" is Chen Lechun decades of employment keywords.

"I have always been committed to pformation and upgrading without stopping. This is my initial intention."

Chen Lechun said.