Internet Customization Leads To New Consumption Trends

Editor's note: ten years ago,

In the era of Internet economy, the traditional business mode has changed greatly: the custom-made service with high price has gradually become the way of consumption that the public can choose.

Starting from today, this edition releases a series of reports on "Internet changing traditional business models", and takes a deep look at these new changes in order to provide some reference and thinking for future economic development.

With 80's and 90's becoming the main force of consumption, customizing and customizing production will become a trend. The Internet can match massive personalized needs with mass customization of products and services.

"Internet customization is not new. As early as five or six years ago, Haier made customized refrigerators on the Internet.

But at that time it was exploratory, and now the network customization has begun to diversify to meet the needs of the masses.

Graduate University of Chinese Academy of Sciences professor Lv Benfu said.

Customized products are full of personalities, moderate prices, and meet the special needs of consumers.

Xiao Zhang, who works in the media, likes to customize products online.

She was most satisfied with the custom of setting up a set of tableware for lovers. The two chopsticks were named after themselves and their boyfriends.

"It's very fragrant to eat with this chopstick."

Xiao Zhang said.

Xin Zhu, who works in Beijing, gave the bridegroom a custom-made "romantic house" at his wedding. It was a blue and white hut with elaborate furniture and small statues.

Xin Zhu said: "online customization helps me complete his wish to have a Argentina team color house."

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At present, there are many kinds of Internet customization. Chocolates, lighters, clothing, ornaments, household goods, furniture and so on are becoming more and more abundant, and they are increasingly entering ordinary families.

Internet customization fully meets the young consumer's pursuit of fashion and personality.

In this era of mechanical reproduction, pursuing and owning a unique gift has become the choice of more and more consumers.

The advantage of Web customization is that the mouse can send a special gift to the destination.

Dding, who opened a custom gift shop online, told reporters that customers can not only design their own products, but also provide personalized services to customers, such as free gift consultant and free design.

In the past, custom services were not considered in large quantities due to the full consideration of individual needs, so the production cost was generally high and the price was high.

Nowadays, the network has aggregated the scattered demand for customization, which can play the scale effect in general, reduce the cost of customized services, and make customized services a popular option.

"Now my shop has fewer than 100 customers every day," said dat. "Holidays are even more crumbling.

We have pformed from a customized workshop to a 1000 square meter custom factory. "

At the same time, some products are more customized on the Internet.

At the end of each year, when big companies organize year-end parties, they are the hottest days of online custom making business.

"The dress is worn once a year, and second years are embarrassed to wear the same one. The shopping mall is too expensive. Online customization is not only cheap but also can do some special treatment according to my figure."

Miss Zhou, who works in a foreign company, said.

A big shopkeeper who made customized furniture business on the Internet said: "the network links are few, so the cost is low.

A mid-range furniture brand rents a 100 square meter exhibition hall in the mall, requiring about 20 thousand rent a month, and most of the time it's not popular.

The Internet brings the living space of personalized products, and consumers begin to "define" commodities.

Network brand "seven grid" shop has more than 200 thousand fans, every time the new release, "seven grid" will first spread the design to online shop, let the netizens discuss and vote, and finally choose the style that everyone likes generally to make modifications, repeat several rounds, and finally produce and rack.

This completely subverts the traditional mode of leading the fashion trend by big designers, and consumers begin to really decide the trend of styles.

Online customized brand - type men's clothing, based on about 1000000 volume data, provides consumers with "password customization", so that clothing can better meet the shape of each consumer.

Custom-made clothing is easy to express the individual needs of customers. Through the network platform, customers can design by themselves. By creating a community with skillful design, they can stimulate design sparks.

This can't be done online. "

Huang Yuenan, President of the brand men's wear.

The traditional brand products from design to production are the final say of the enterprise.

Now with the Internet, consumers are becoming more and more involved.

This characteristic, Sheng Zhenzhong, a senior analyst at Ali Research Center, concludes that consumers define commodities.

Network customization and factory production permeated each other, and achieved the success of the new business mode.

Sheng Zhenzhong thought, "this is because the Internet can match the massive personalized needs with the mass personalized products and services, which are convenient and low local aggregation.

In the traditional business environment, it is very difficult to connect the two, and the cost is very high.

For example, a garment with unique style may be interested in 10 people in a city. It is very difficult to cover the 10 people by advertising in newspapers, TV and other traditional ways.

As a result, the Internet brings the space for personalized products to survive.

"This is the inevitable trend of the times.

First, China's consumption continues to escalate.

In 2010, the per capita GDP exceeded 4000 dollars.

Referring to international experience, consumers began to pursue individuation.

Second, the emergence of new human beings, such as Post-80, 90, and so on, accounts for over 30% of the population, accounting for 58% of Internet users.

This group pursues individuality and freedom, actively participates and expresses.

Third, the Internet reinventing consumption.

89% of online shopping consumers mainly get information related to brands through the Internet, and the most concerned products are product information and consumer reputation.

Sheng Zhenzhong said.

Ma Yun, President of Alibaba group, believes that with the 1980s and 1990s becoming the main force of consumption, customized production will become a trend.

Vice President Liang Chunxiao said that the production of "Ford mode" embodies the concept of "economies of scale", while the customization mode embodies the concept of "scope economy". Its core is to share resources to produce multiple products and services, and to increase the remuneration by diversifying the initial costs of diversification.

There are some problems in customized service, such as vague quality standard, serious homogenization competition, etc.

As a new form of business, Internet customization has also been exposed to some shortcomings at the same time.

First of all, due to the lack of new ideas and new ideas, personalized customization service has the tendency to lose individuality and homogenize competition.

Open several relatively large custom service websites, such as NetEase's Impressionist school, Tencent's DIY, HP's snack fish, Cartan net, cloth bag net, etc. the main business is photo printing, making Mug Cup, desk calendar, T-shirt and other products.

Secondly, there are many problems in network customization, such as long production cycle and uneven quality.

For example, custom clothes, some of the more popular models, take delivery cycle may be as long as 1 months.

Lv Benfu said: "the standard of network customization is vague, and there will be more disputes between customers and manufacturers."

There are different views on the future development trend of Web customization service.

"Consumers on the Internet are particularly sensitive to prices, because Internet customization is impossible to achieve low prices because of costs and so on, so there is a price threshold."

Wang Hongtao, director of Sohu Postcard channel, said: "customized services are always small. After reaching a certain scale, enterprises will be faced with bottlenecks."

"From the present point of view, e-commerce is still centered on standardized products," Chen Shou, an international analyst at Analysys International, said.

But online retailing should not only be the migration of offline products and services, but should also combine the convenience of the network with the attributes of the product.

However, Huang Yuenan thinks: "mass customization is a big wave of marketing in twenty-first Century, and now it is a time to emphasize self. If we can gather people who pursue individuality to a community and develop community based e-commerce, I think the prospect is very good."