Expert Commentary: Product Customization Should Take Into Account Standardization And Originality.

< p > customization, which once belonged to the concept of clothing, is now beginning to invade all walks of life.

From jewelry, hairstyles, makeup, glasses, bags, shoes to cell phone ringtones, and even travel, public pport, TV dramas and so on, can be customized, personalized and exclusive labels.

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< p > < strong > point of view: a new custom profit point < /strong > < /p >

Pan Xiaokuan, general manager of Quanzhou P advertising planning Co., Ltd., believes that no matter what the industry is, we must face up to the arrival of the < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107105" > customization era < /a >.

"Times are changing, and even world brands such as Kodak, NOKIA and so on may fail or decline because they do not adapt to the changes of the times."

He said that now that C2B is coming, brand enterprises should take the "customized route" to the strategic level of enterprises.

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P, who is engaged in stocking, has shared his views with participants in his work.

"Our company is mainly engaged in sports shoes brand OEM.

Once, a friend found me and asked if he could send some socks to him.

He said, for a long time, he felt that the gray and white socks were not good enough to send, so he specifically asked the designer to make black socks. "When the designer asked what LOGO embroidered on the socks, I said embroidered the names of my friends.

After the socks were sent out, the friend kept on thinking.

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< p > Red said that his friend is a politician and belongs to a relatively high-end consumer group.

"Such consumers will like their customization, because products not only contain their own value, but also include personal taste and so on."

He said that the company began to consider custom-made ideas, intended to provide high-end business men's socks for high-end consumers, professionals, professional managers, and other consumer groups, and explore the customized form of socks, tailored for the pursuit of elegant life.

"To make personal customization on the basis of ensuring the stability of existing production lines and ensuring profits on a large scale, this is a new profit growth point."

He said.

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< p > "e-business lets customization era come faster.

As long as you enter your size number, you can make your own matching, and what kind of version, buttons and fabrics will be needed. Mature technology promotes the arrival of the era of personalized consumption.

Zhan Weifeng, an industry veteran in consulting services, said that the external environment forced companies to think about how to customize products.

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< p > "customization" is not only the needs of the high-end crowd, but also the individualized products of more individuals.

He thinks that the customization era is coming. First of all, because the concept of consumers is changing, the individual consumer groups have begun to think in the direction of customization. Secondly, nowadays, technology level has already been able to support the arrival of customization. Cloud technology makes the scale data needed to be customized, and the < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107107" > e-commerce > /a > has pushed the customizing era closer.

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< p > < strong > viewpoint two personalized customization can also be standardized < /strong > < /p >.

< p > although customization looks more like individual personalized products for every consumer, but participants have said that customization is not standardized operation. In fact, it is precisely because more standardized things that can better achieve the combination of personality.

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< p > "partial standardization exists, and the final product is personalized."

Pan Xiaokuan said, for example, there is a custom shoe shop on the Internet. In this shop, there are many things that are standardized, such as shoelaces, soles, uppers and so on. Each part of the store provides a variety of choices, consumers choose their favorite combination, and the final product is a customized product that meets the needs of individual consumers.

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< p > electrical appliance department director of the Electrical Appliance Co., Ltd., Mr. Yi Gang Ji, believes that enterprises should first position their customized routes and clearly understand which groups need customized products.

"Positioning is fixed, and then to understand the market demand; understand the demand, next is to design."

He thinks that products can be customized, but some design details can be standardized. "For example, DELL's computer, all parts have standardized production, you can customize different parts to assemble personal computers suitable for their own use."

He thinks that customization is not so complicated. "Face is individuation, and interior is standardization."

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< p > Chen Mingzhang, Fujian Huahui Pharmaceutical Technology Co. Ltd., thinks that customization is actually to realize the differentiation of commodities.

"Customization is a means to customize products according to personal tastes and preferences."

He believes that customization is mainly to meet the needs of consumers at the spiritual level, and to develop their own business models according to different industries. "Now the homogenization competition in all walks of life is too fierce, customization can better achieve product differentiation, and can be differentiated on the basis of large-scale and standardized production of spare parts."

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< p > < strong > point three, we should inject creative elements into < /strong > < /p >.

< p > although participants thought that customization was based on standardization, they also said that customization needs to be added to original products, which reflects cultural taste and is easier to get consumers' favor.

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< p > Xie Canyang, general manager of nlant (Quanzhou) shoes and Garments Co., Ltd. believes that the domestic customization mode is still exploring the pformation process.

"Domestic atmosphere is not enough, designers start less.

In the area of personal customization, it may also stay in a fixed barber shop to find a fixed barber, a fixed breakfast, and so on.

In view of the current traditional enterprises, they also want to break through this, and the breakthrough will need to be creative.

He said that customization is not a simple reproduction, plus personal LOGO, even if the product is fixed, "complex customization may involve copyright issues, and requires creative support.

According to Yin Gang Chi, with the development of < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107108" > 3D technology < /a >, customized differentiation is easier to achieve.

"In the C2B mode, personal creativity is passed to the enterprise, and products can be formed.

The electricity supplier collects individual creativity, through data processing, it is easier to have "small and beautiful" products.

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Zheng Zhichao, chairman of Fujian Shou Shang exhibition supplies Co., Ltd. believes that products exist in the life cycle. < p >

"The cycle of shoes and clothing is very short. Copyright is a problem of customization.

Small, fast changing enterprises are easier to customize.

He said that customization requires a creative point and needs to add a few points to simple ideas.

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< p > Yang Fei, director of marketing management consulting group, believes that customization must be original.

He jokes that even looking for boyfriend and girlfriend is based on personal wishes, which is a certain degree of customization.

"With the original demand of the individual, customization comes into being.

In order to customize, enterprises must have originality so as to form core competitiveness.

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Wang P, a member of the conference, said that as long as product innovation is in line with high-end products and meets individual cultural needs, it can be customized.

But different people have different needs. Enterprises need to satisfy their customers' service needs through original customized products.

"There must be product innovation, no innovation, no customization.

Customization means new improvements and new changes. "

He said.

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< p > < strong > viewpoint four customization is inseparable from the cornerstone of the brand < /strong > < /p >

< p > "all creative gifts come from their culture and creativity.

Customization can enhance the brand of individuals and enterprises.

Qian Yaping, a Paulownia Guan black tea, believes that customization is also a kind of consumption. Customized services focus on one person, making him feel that his brand and personality can be improved so that the road can go a long way.

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< p > Pan Xiaokuan believes that customized services are truly "one to one".

For any enterprise, any brand must be "one to one" customization.

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< p > Monkey King Brand Communication Co. Ltd. Zheng Yicheng said that the latest marketing methods are related to customization.

"Big data, 3D printing and so on, are boosting the development of customized era."

He believes that customization itself also has brand effect.

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< p > Zhan Weifeng said that in the customization era, it is also necessary to do marketing, and the enterprises with customized routes should also create brand effect.

"Brand is a complex, with brand customization, consumers will choose.

Brand is the only judgment factor for future consumer choice. Customization should be implemented on the brand.

He said that the trend of business development has shifted from "a href=" http://news.sjfzxm.com/news/ "4P" /a "(products, channels, prices, promotions) to 4C (consumer, cost, convenience, communication). The future marketing trend is personalized service, which is" one to one "marketing.

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