JD.com’s private label brand Jing Zao, which translates to “made by JD”, rolled out a new service on Monday to create custom-made shirts to the precise fit and specifications of the customers.
Why it matters: China is facing a rising trend of customer-to-manufacturer (C2M), a model that connects the manufacturers and consumers for the production of tailored products at lower prices. E-commerce platforms are applying user preference data analytics from consumers to inform manufacturing.
- A number of industry players are riding the technology wave. Pinduoduo, a top player in the sector, doubled down on the model last December to support around 1,000 Chinese original equipment manufacturers.
- Other e-commerce giants are also having their eyes on the sector with each operating their own C2M units, such as NetEase’s YEATION and Taobao’s Xinxuan.
- Amazon.com was awarded a patent in 2017 for an on-demand apparel manufacturing system for making tailor-made garments, a change that’s expected to shake up the fashion industry.
- E-commerce platforms that are building up their home brands are entering the competition with manufacturers that sell their products through the platforms.
Details: A basic service allows JD users to custom-made their shirts online by selecting from different sizes, fabrics, colors, as well as patterns for the collar, pockets, and cuffs. For a premium service, on-demand tailors will be sent to the customers for offline measurement.
- The shirts, priced at RMB 399 ($56) and RMB 699, will be delivered within seven to ten days after placing the order.
- In addition to shirt manufacturing, the firm is offering tailor-made suits, T-shirts and sweaters for individual and business clients.
Context: Introduced in 2018, Jingzao now offers 2,000 products with a style reminiscent of Japan’s Muji, selling household goods like luggage, towels, and beddings.