A Case Study Of The Male Shirt Custom Brand Based On Wechat Public Account

In recent years,with the fluctuation of the world economic situation and the change of the international situation,China's small and medium-sized garment foreign trade enterprises are facing enormous pressure to survive.Most of the small and medium-sized garment foreign trade enterprises are typical OEM enterprises with low value chain and low added value of products.The JD enterprise which practiced by the author is a OEM enterprise mainly based on men's shirts and foreign trade.Awaring of a variety of adverse factors,the operator has carried on the transformation development plan to the enterprise.With the customization of men's clothing gradually becoming a new hot spot in the industry,the enterprise plans to establish customized brands of men's shirts in combination with their own advantages.At the same time,We Chat,an instant messaging tool,is changing consumer spending patterns,and We Chat's public platform has attracted much attention from apparel companies.Based on the current situation of the industry,the author established the research direction of this subject.First of all,this paper systematically researches and summarizes the related literature and theory of OEM enterprise transformation,male shirt customization,We Chat public account,consumer psychology and so on,so that the research has sufficient theoretical basis.The author selected Shanshan,YOUNGOR,SAINT ANGELO of these three traditional men's business,market research on its total of 8 shops,combined with the annual report and the brand's official website data.This paper makes a comparative study of the 3 modes of enterprise transformation,and finds out the common problems in the current customization industry.Through interviews with front-line staff,in-store internships and brand research,compare with the BROSGHE advanced customization and CYBESPOKE(Shanghai)Information Technology Co.,Ltd.'s transformation and operation mode,put forward the ability and quality requirements on the transformation of enterprises.SWOT analysis of the advantages and disadvantages of JD enterprise,provides a feasibility analysis for enterprise transformation.At the same time,the use of ERP system to establish a custom fabric library,help JD enterprise to complete the 651 kinds of fabric information input.Then the author read and summarized a total of 438 articles of the Tailorism,Jim Brothers and MAYOR until February 27,2017.Based on the 4I theory,all the articles are classified,and the platform infrastructure is analyzed and compared,and the operation points of We Chat public account are summarized.In order to better understand the customer,the author used the SO JUMP to issue electronic equestionnaires with a total of 173 effective questionnaires collected and got the reference data for We Chat public tweets and the factors that influence the customization of men's shirts after sorting and analyzing.By comparing the difference of the We Chat service account and subscription account,according to the actual needs of JD enterprise to apply for a customized service account,and passed the certification,normal operation.This study randomly selected 30 customer volume data,using the SPSS analysis key parts of the size of the average value,standard deviation and correlation.and 5 cases for the specific size of horizontal comparison,found that the market's fixed size can not meet the practical needs of guests,which reflects the necessity of custom made.In the course of the research,the author is involved in every step of the digital production,and the application of CAD/CAM technology has greatly improved the work efficiency.And use CLO 3D virtual fitting system to simulate the customer's wearing effect in the customization process,which saved time and cost for the enterprise.Combine the volume,customization process,and telephone interview to interview the guests in three stages to sum up the client's real needs and suggestions for improvement,and provide the direction for the future development of the enterprise.This study is a ransformation model practice which based on the actual needs of enterprises,specific and with practical significance.The process of transformation really combined with the industry,market,and consumers,specific issues specific analysis.The author discussed the transformation mode of JD enterprise,which provides valuable reference for other enterprises to be transformed and being transformed.