The Study Of Apparel C2B Mass Customization Competitive Strategy Of The SAINT ANGELO Fashion Brand

With the problems of huge overcapacity and homogeneous competition,many traditional clothing brand companies are hard to keep development or survival.Companies are trying to find a new way of transformation and upgrading.the C2B mass customization has come to the desk of many brand enterprise.Like most businesses,the Baoxiniao Group is undergoing huge pressure,and has chosen C2B mass customization as an important strategic direction for its main brand Saint Angelo.But the competitive positioning of this business,development path and development measures and other strategic issues remain to be further clarified.Using PEST,market life cycle model,five force model environment analysis tools,we found there are business opportunities of C2B mass customization for clothing,as we are going toward the 'Made in China 2025',industry restructuring,consumption upgrades,technology development and so on.The analysis of the internal resource and capability shows that the company has established a onmi-channel network,intelligent custom production line,componentized product design pattern and customized design mode.It has advantages in depth service,reliable production and supply,modular design and product management,information management and other aspects.Using the SWOT analysis framework,this paper propose that the Saint Angelo C2B Mass customization business focus on supply the customized products with fast response,convenient service and right price to meet the individual needs of the middle class.Firstly.the mass customization business is an important extension of the traditional standard clothing business.Secondly,it's also a major upgrade to the traditional custom business.Finally,it's a business innovation with the consumer's participation.With reference to the size of the standard clothing market,this paper puts the strategic target of sales as 500,000 sets and the income as 1.5 billion yuan in the mature period.The key steps include:transform the traditional standard clothing business to customization model,make sure all the channel can deal with the new business,deliver the customization value to customers,implement the industry 4.0 and building eco-competitive platform.The necessary measures are to create a culture with individuality,to establish a decentralized matrix business organization,to protect the supply of talent,to exploit the IT and DT advantages,to build up the 'Custom first 'management supporting system.