Companies Have Stepped Into The Field Of Customized Footwear To Seize The High-End Market.

< p > Zheng Laiyi, general manager of Kangnai group, revealed yesterday that next month, a new brand KANGNAI collection will be added to Kangnai Street's boutique boutique shoes store, so as to realize the "ladder ladder" customized business from the bottom of the 3 brands of Kangnai, KANGNAI collection and Kangnai family, so that more consumers can enjoy the comfort of "customized leather shoes".

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< p > after the early introduction of "customized leather shoes" by Kangnai Research Institute of Kangnai, AOKANG, China leather and footwear industry research institute, Red Dragonfly Group has also set foot in this business.

The customized leather shoes of these units range from 1000 yuan to fifty thousand or sixty thousand yuan each.

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< p > on September 4-6, the 2013 China International Footwear Exhibition held in Shanghai in September, the exhibitors of Kangnai and Hong Kong all focused on the latest technological achievements in "customized leather shoes".

In the AOKANG showroom without shoes, intelligent machines take the place of traditional shoes.

Consumers choose shoes, shoes, feet and orders to buy "customized leather shoes" through the intelligent equipment such as computers.

In the Kangnai exhibition hall, the use of high-end design, the selection of imported shoes and wire Kangnai leather shoes, its "China's high-end custom leather shoes" image is also popular among the people.

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On the 12-13 day of September, the 2013 China Zhejiang Business Service Trade Fair (Zhejiang rendezvous) was held in Hangzhou on the day of P.

The international design and R & D center of China footwear export base is jointly established by the Wenzhou Academy of Industrial Sciences and the Wenzhou Research Institute of China leather and footwear industry research institute.

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"P" China's leather and footwear industry research institute, Wenzhou Research Institute, Chang Fang believes that "customized leather shoes" has become a new style of Wenzhou famous shoemaking enterprises to display high-end combat capability and seize the high-end market.

It is understood that in addition to the above well-known domestic footwear brand in Wenzhou began to wrestle "customized leather shoes", there are about 20 shoe companies in Wenzhou are also trying to "customized leather shoes" to seek pformation and upgrading.

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< p > < strong > Kangnai: let more people enjoy the comfort brought by customization < /strong > /p >

< p > last January 11th, Kangnai group's first boutique shoe shoe shop opened in front of the city hall.

Chen Kun, Kangnai's brand image spokesperson and popular actor, went to warm up to attend the opening ceremony of the shop. He also experienced the customized service of Kangnai leather shoes with Kangnai's chief shoemaker.

Zheng Laiyi, general manager of Kangnai group, revealed yesterday that next month, a new brand KANGNAI collection will be added to Kangnai Street's boutique boutique shoes store, so as to realize the "ladder type" customized business from the bottom of the 3 brands of Kangnai, KANGNAI collection and Kangnai family, so that more consumers can enjoy the comfort of "customized leather shoes".

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< p > according to Kangnai group's high-end customization business leader, at present, the company's high-end leather shoes customization business is divided into two blocks, one is the style customization, the other is the volume customization.

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< p > custom design, that is, customers can choose their shoes according to their preferences when they choose a shoe.

For example, fabrics are made of cowhide, sheepskin or other precious animal skins, which are entirely decided by customers. The matching of buttons is also made according to customers' needs and preferences; the choice of base materials is also given to customers, because some customers like soft, ultra light, and some prefer a tough one.

In order to allow customers to customize a pair of satisfactory and comfortable leather shoes in a short time, the custom shop will provide physical and material samples for customers to pick their desired combination. Of course, the image consultant in the store will give professional advice until the customer is satisfied.

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< p > volume customization, compared with style customization, is a more advanced customization, which contains all the service contents of the style customization.

The biggest difference between it and the style customization is that it is measured according to the foot shape of the individual. Because the multi-dimensional measurement and control, the customized shoes will be more comfortable, more comfortable and personalized, and the price will be relatively higher.

In addition, custom tailored customers will receive a customized shoe last with personal numbers and names on it.

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< p > Zheng Laiyi, general manager of Kangnai group, said that the main purpose of introducing the style customization is to enable more consumers to enjoy the comfort of "customized leather shoes" and also to satisfy their demand for individuality.

Therefore, in the pricing of high-end customized leather shoes, the company has adjusted this year, positioning at more than 1000 yuan.

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< p > < --EndFragment-- > according to the introduction, since the opening of Kangnai Street boutique shop, the average monthly business volume is more than 100.

Consumers can customize leather shoes at the store, and they usually wear fully custom-made leather shoes in 7-10 days.

Zheng Laiyi also revealed that he plans to open a Kangnai boutique shop in Hangzhou next year.

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< p > < strong > Fang Fang Zhi Zhi: to be a luxury in China < /strong > /p >

P, the Wenzhou Research Institute of China leather and footwear industry institute, claims to have a big dream: to build the brand of China's luxury brand with its homophonic registered "Fang Yan Zhi Zhi" brand.

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< p > Fang Yan's in-depth study of "customized leather shoes" began in January 2008.

He thought that before the industrialization, shoes were tailored, but when the shoes began to be pipelined, they became shoes that would be massed by feet.

"To make a pair of leather shoes for people who care about life, and to introduce customized tailor-made services", like HERMES, has become the original intention of his "entrepreneurship".

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Less than 4 years later, he invested more than 45 million yuan to purchase machinery and equipment. He led more than ten shoe makers to study the customization process of leather shoes, and gradually explored the product upgrading path from "quality to quality, and then to taste". P

In 2010, Zhang Li Guo, a master of Chinese shoe last, who had studied calligraphy with Qigong and designed leather shoes for the British royal family and Princess Diana, was invited to join Fang Fang Zhi Zhi.

Zhang Liguo, a master of shoe last, joined hands with shoemaking expert, to study "customized leather shoes" together.

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< p > last September 25th, "Fang Yan Zhi made" the first "leather shoes senior Mini Club", which was officially opened at the north gate of the natural home in the urban area.

The more than 100 pairs of hand-made shoes made in the shop are tailored for customers.

The price of leather shoes is 6800 yuan, and the price is as high as fifty thousand or sixty thousand yuan.

Later, the store also introduced customized leisure shoes business, and the price of each pair of casual shoes ranged from 1000 yuan to 3000 yuan.

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Who are these people who buy such expensive leather shoes? P, Fang Yan told reporters that "the most people who make up luxury shoes are those who make shoes."

For example, Pang Jian, chairman of Wenzhou Hongyun leather company, made 6 pairs of leather shoes for the first time, "4 pairs of them, 2 pairs for friends". After a month, Pang Jian went second times and made 6 pairs of casual shoes.

Later, the chairman of Lin Lianxing, chairman of the company, chairman of the Wenzhou Footwear Company, and Chen Zhixin, the well-known shoe makers, all came to "Fang Zhi Zhi" to make high-grade leather shoes.

At the same time, the owners of the shoe enterprises also provided some suggestions for improving the customized leather shoes, such as the application of leather lining, the improvement of comfort at the middle floor, etc.

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After the successful launch of the "P", "Fang Zhi Zhi Zhi" customized leather shoes, more owners of shoes enterprises began to attach importance to customizing this high-end business.

The chairman of a large shoe enterprise in Wenzhou has interviewed Fang Fang for three times to buy "Fang Zhi Zhi Zhi".

Fang Yan said frankly: "my ideal is to plan to spend 10-15 years to build it into a luxury brand in China, but he wants to scale production and make quick profits, so he finally did not talk about it."

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< p > relying on the technical strength of China leather and < a href= "http://www.91se91.com/news/index_c.asp" > shoe making industry < /a > Research Institute, "Fang Yan Zhi Zhi" has gained more and more popularity in the industry. Japan, Guangzhou and some other older manufacturers of leather shoes have also been attracted by the Wenzhou Research Institute of China leather and footwear industry research institute.

Last December, Guangzhou's 3 famous leather shoes custom-made business owners, after a special trip to the "group" to the temperature inspection, all thought that "Fang Yan made" custom leather shoes made of a very good product structure, accurate positioning, process leading.

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< p > strong > AOKANG: to open a shoe shop without shoes. < /strong > /p >

In September 4th this year, the AOKANG Experience Hall, which integrates a href= "http://www.91se91.com/news/index_c.asp" > leather shoes < /a > personalized customization, consumer experience and e-commerce, was unveiled at the Shanghai International Leather Exhibition.

The biggest feature of this experience hall is to use high-tech technology to create a "shoe free shoe shop": customers will not see shoes when they enter the shop in the future. Customers can choose shoes, shoes, feet and orders through the use of equipment such as "shoe measuring device" and so on.

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< p > in the view of Wang Zhentao, chairman of Zhejiang AOKANG footwear Limited by Share Ltd, AOKANG Experience Hall represents the development direction of traditional manufacturing informatization and intellectualization.

He also said that as the innovation of traditional store mode, the launch of AOKANG experience museum will open up a new experiential marketing revolution.

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Less than P, as early as August 2006, the "shoe measuring machine" was jointly developed by AOKANG group and Zhejiang University.

Later, the first generation of "shoe measuring machine" was put into trial at a AOKANG store in Hangzhou and AOKANG long Qiao factory shop in Yongjia, North Korea. Consumers can measure feet in the store, and then choose shoes and other customized leather shoes online.

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< p > from the first generation of "shoe measuring machine" to the latest version of the "shoe measuring instrument" introduced in Shanghai, AOKANG has been making innovations in the technology of "customized leather shoes".

According to the introduction, the latest version of the "shoe measuring device" will be customized in some AOKANG stores next year.

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Wang Zhenquan, vice president of the footwear industry Limited by Share Ltd, "P" > Zhejiang a href= "http://www.91se91.com/news/index_c.asp" > AOKANG < /a >, told reporters that AOKANG's Goodyear handmade leather shoes launched on the basis of "customized leather shoes" last year had experienced an interesting process from "pushing" to "pressing".

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< p > according to introduction, last year, AOKANG opened a new production line, specializing in making Goodyear handmade leather shoes.

The leather shoes produce 100-300 pairs a day, and each pair of shoes sells for about 2000 yuan.

"Unexpectedly, after the launch of the shoes, they were unanimously boycotted by the store owners. They felt the price was too high, and they were afraid that they could not sell it, which would affect their performance."

Wang Zhenquan said with a smile, AOKANG Goodyear handmade leather shoes have the advantages of non degumming, continuous bottoms, and insole making cow Lippi not smelly, and so on. There are more and more repeat customers who buy Goodyear handmade leather shoes. "The old shopkeeper is afraid that shoes can not be sold. Now the business is getting better and better, and they urge the company to deliver more."

To meet the market demand, he said that the company had to add 2 production lines and strive to make AOKANG Goodyear handmade leather shoes produce more than 1000 pairs per day.

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< p > Wang Zhenquan believes that the added value of customized leather shoes is very high, and the process of consumer experience is also very good. "This is a symbol of enterprise strength, and ordinary enterprises can not do it."

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