China'S 9.9 Customization Week Officially Launched In 2021

With the shift of consumer's perspective to China, as well as the pursuit of individualization and refinement of external appearance, creative, advanced and professional clothing customization will become the future trend, and clothing customization is also becoming the next outlet of clothing consumption. And the local clothing customization industry chain has already had the strong strength to create the era of Chinese clothing customization, and sina tide is on the verge of breaking out.

On the morning of September 1, 2021 China's clothing industry 9.9 customization week kick-off day was officially held. Since then, the 9-day 9.9 customization week clothing customization Carnival experience week was officially launched. It is reported that the retail and supply chain enterprises participating in the customization week will widely publicize the custom-made culture and services through various mass media means and customized preferential promotion policies, so as to ignite the enthusiasm of consumers to purchase customized clothing products, and promote the further integration of customized clothing consumption mode into the public consumption habits.

The launching day of "9.9 customization week" is mainly conducted in the form of online conference, and the meeting is broadcast live through the online live platform.

Chen Dapeng, vice president of China Textile Industry Federation and President of China Garment Association, Yang Jinchun, executive vice president of China Garment Association and director of customization professional committee, Xie Wenjing, Deputy Secretary General of customization Professional Committee of China Garment Association, and some enterprise representatives were present at the scene. Nearly 200 enterprise representatives attended the meeting through online meeting.

Zhao Yabin, Deputy Secretary General of China Garment Association and Secretary General of customized professional committee, presided over the event.

In his speech, Chen Dapeng said that at present, the development momentum of the clothing customization industry is strong. At this opportunity, the China clothing association will create a quality shopping festival that directly faces the market and connects consumers. First, it can further promote the custom-made culture in the market; Second, it can strengthen the communication between customized enterprises and consumers; The third is to promote collaborative innovation between upstream and downstream of apparel customization industry chain. Clothing customization is the change of manufacturing category based on digital technology in industry, and also the change of enterprise based on consumption change and business model. Its core is the digital transformation of enterprises, relying on technology empowerment and industrial chain coordination, to face consumers more directly, to be closer to new consumption trends and demands, and to provide consumers with more suitable products and fine services in a more direct way.

At the same time, clothing customization enterprises are also the most advanced enterprises in the industry innovation and development. On the one hand, clothing mass customization is to meet consumers' yearning and needs for a better life, on the other hand, it is also promoting the change of industrial ecology in the new development period. It represents a new form and direction of the whole industry in the era of digital economy. Now, the industry is in an era of great change, and enterprises also have to face the difficulties brought by the downward pressure of the economy. However, the clothing industry is a basic consumer industry and an industry to create a better life. As long as we focus on consumer change, focus on consumers, seize technological progress, speed up digital transformation, continue to innovate, and constantly enhance cultural creativity, then the clothing industry, especially the customization industry, has a huge development space. 9.9 customization week is a joint action of the industry to cooperate with excellent customized enterprises to go into the market. Finally, I wish you all a lot during the activity!

Yang Jinchun gave a detailed description of the overall situation of the 9.9 customization week and a concise description of the later goals. Since the launch of 9.9 customization week in January 2021, as the sponsor unit, the customization Professional Committee of China Fashion Association has done a lot of work to promote the activities and recruit customized enterprises to participate. A press conference was held during the spring exhibition of chic2021 on March 17. The event was exposed through dozens of media. Three preparatory committee meetings were organized to discuss and improve the planning scheme for participating enterprises' activities. Since the end of June, the list of participating enterprises has been continuously updated and published, In addition, 22 retail enterprises and 10 supply chain enterprises planned the product activity copy of 9.9 customization week in official wechat of China Fashion Association and wechat public account of China Fashion Association. Yang Jinchun expressed his heartfelt thanks to all the customized enterprises, especially those who actively cooperated in the activity planning. At the same time, the activities of 9.9 customization week also received strong support from relevant local governments and local consultative conferences. Yang Jinchun also expressed his thanks one by one.

According to reports, 223 enterprises have registered for the "9.9 customization week" in 2021, including 158 customized retail enterprises and shops, 72 customized processing enterprises, 29 customized flour and auxiliary materials enterprises, and 18 customized affiliated enterprises. While participating in the activities of retail enterprises through their own platforms and offline stores, tmall men's wear will also open an online sub venue of tmall platform for 9.9 customization week from September 4 to September 8, enabling the traditional clothing customization industry to enter the first step of online new retail transformation, and helping the grand gathering of clothing customization industry.

The top three cities in the number of registered enterprises are Shanghai, Hangzhou and Dalian. During the official activity period (September 1-9), all participating customized retail enterprises and customized stores will carry out promotional activities in their offline stores and online platforms combined with the theme of "9.9 customization week". According to the estimation of the customized professional committee of China Garment Association, the overall turnover of participating retail enterprises from September 1 to 9 will exceed 50 million to 200 million. As the first "9.9 customization week", this data will directly surpass the 50 million turnover performance of the first "double 11" of tmall. At the same time, participating retail enterprises will invest in the market budget to carry out "9.9 customization week" related promotion and custom-made cultural communication, and it is estimated that the overall communication exposure will exceed 300 million person times. However, the order growth of supply chain enterprises participating in the "9.9 customization week" and careful preparation will exceed 50% year-on-year.

At the same time, Chen Dapeng officially lit the big screen of the 9.9 customized weekly war report at the event site, officially unveiling the launch of the 9.9 customized weekly activity. 9.9 the customized weekly war report will be presented from the perspectives of overall turnover, number of transactions, order growth, etc. The customized professional committee of China Garment Association has set up a war report team, which continuously publishes the war data of "9.9 customization week" on the media matrix every day.

In order to standardize the promotion behavior of participating enterprises and protect consumers' shopping experience, under the initiative of the customization Professional Committee of China clothing association, participating retail enterprises launched joint commitment to consumers, promising to self regulate from the perspective of product quality, delivery efficiency, customer service, fair competition, etc.

Fang Qin, founder and CEO of yibangren (Hangzhou Beidu Technology Co., Ltd.), and Zhu Huacheng, deputy secretary of the Party committee and general manager of Beijing Jinggong Garment Group Co., Ltd., shared the forms of promotion activities and input resources as enterprise representatives.

Fang Qin, the founder and CEO of yibangren (Hangzhou Beidu Technology Co., Ltd.), said that yibangren would spend 1 / 4 of the annual budget for the 9.9 customized week promotion, including global advertising and three-dimensional public relations communication. At that time, more than 40000 elevators will be launched in 24 cities such as Beijing, Shanghai, Shenzhen and Hangzhou, which are expected to reach 220 million. While inviting the core media to spread the 9.9 customization week, yibangren will also invite nearly 50 local media and nearly 100 online celebrities Koc / KOL to carry out the product evaluation and experience activities of yibangren customization experience center. In order to bring more product choices and benefits to consumers during the event, yibangren launched the 9.9 customized weekly exclusive combat robe material book, as well as related on-site promotion activities such as you announce my return, 99 yuan limited time seconds, surprise pre-sale, etc.

Zhu Huacheng, deputy secretary of the Party committee and general manager of Beijing Jinggong Garment Group Co., Ltd., as a representative of retail enterprises, believes that the "9.9 customization week" activity is a window of the service platform of the clothing customization industry. On the one hand, it promotes and popularizes the clothing customization culture to the vast number of consumers and increases the market space of the clothing customization industry; On the other hand, it promotes the growth of orders between retailers and suppliers, and promotes the smooth cooperation of the whole supply chain system. In response to the "9.9 customization week" activities, Jingong group, together with its brands, has planned a variety of activities to maximize profits to consumers, and at the same time to bring customers an excellent custom shopping experience. Let consumers know about customization, pay attention to customization and feel customization in the process of activities, so as to radiate more vitality for the customization industry and enhance brand awareness and influence.

In the interview, Yang Jinchun introduced the relevant measures taken by the association to enhance the overall influence of the activities during the official activities, as well as the incentive measures for enterprises with outstanding performance during the activities. Yang Jinchun said that at present, he also felt the enthusiasm of the participating enterprises and the resources invested by everyone. The industry media, the official website of the China Federation of service and the conference magazine will carry out publicity, and will also carry out publicity during the China clothing and apparel Expo, and invite the public and fashion media to publicize the 9.9 customization week. Retail and supply chain enterprises with outstanding performance will be continuously publicized as cases. And during the 9.9 customization week in 2022, more media and booth services will be given. 9.9 customization week will develop in the direction of IP in the future, which is not only the promotion of single line sales, but also the promotion behavior of many enterprises to stimulate the consumers' attention to the activities. At the same time, we also hope that in the whole clothing supply chain industry, the processing and fabric enterprises can better integrate and participate, and promote a new fashion, so that the retail end and the supply chain end are not only the buyers and sellers, but also the role of Party A and Party B to position their cooperation, but to upgrade to the strategic level to appreciate the value of cooperation. So as to achieve the overall improvement of the customization industry.

Fang Qin also interviewed the media on the spot to introduce the innovative measures and objectives of the event. Starting from August 1, "you announce I'm all back" activity, let customers first announce that they want to participate in 9.9 customization week and release social media. With such a premise, customers can enjoy the benefits of full refund for the first order on the yibangren platform during the promotion period. For example, if the customer buys 5000 yuan of products, we will refund the allowance of 5000 yuan. The response to the campaign was good. We not only obtained a number of customers who want to participate in the event, but also let their friends know about the event through their social media, so as to promote more people to participate in the warm-up registration activity of 9.9 customization week. From September 1 to 9, yibangren expected to contribute 35-50 million to the overall Gmv target of 9.9 customization week retail enterprises, and worked together with more than 200 other enterprises to ensure that the overall goal of 9.9 customization week exceeded 50 million, and also exceeded the first tmall "double 11". We expect new customers to triple in the same period last year. At the same time, the current annual repurchase rate of 70% is further raised to the level of 80%, which is close to the annual repurchase rate in the field of mother and child e-commerce.

The on-the-spot reporter also interviewed the enterprises participating in the supply chain online. Shao Hongjie, chairman of Shenyang Jieensheng Technology Co., Ltd., Guo Qingxi, deputy general manager of Shandong Aoshi Clothing Co., Ltd., and Zhou Limin, general manager of Hangzhou xinyifa women's wear building, etc. as speakers, they introduced in detail the resources invested, promotion forms and planned objectives of the event.