Approaching The Shoe Industry, "Private Customized" Personalized Shoes Can Not Be Copied.

　　 Comfortable structure and comfortable clothes

"Come, open your arms, breathe slowly, now measure your chest." In a private custom studio at show world, the staff is helping a customer to measure the size.

Studio leader Hong Xiaopeng told reporters that the trial began in late 2008. clothing In just a month, custom business has accumulated fifty or sixty customers, and now there are thousands of customers.

Quanzhou Liuhe children's technology company began to collect child and adult foot data in a large scale last year, laying the foundation for developing customized business. "The foot shape measuring instrument can not only measure the appearance data of feet, such as flat feet, but also analyze the skeleton development of the body, so on the basis of data measurement, the concept of" structural customization "is put forward. Chen Shuqing, general manager of Liuhe children's technology, said.

It is understood that the structure customization is measured with foot data. "Ordinary" shoes It is made according to the standard model, only the size, length and so on, but the shoes with customized structure can provide more comfortable wearing experience not only in terms of the shape and color, but also with the needs of consumers. Chen Shuqing told reporters.

　　 It takes a long time and costs a lot.

However, customization can provide people with more comfortable wearing experience, but because of the production of a piece. clothes It takes a lot of time and energy, and the price of custom-made products is often expensive.

Hong Xiaopeng told reporters: "customizing a jacket sometimes requires 3000 yuan to 10000 yuan."

In the custom shoes exhibition area introduced by Chen Shuqing, reporters saw that the price of custom made ladies high heels is generally over 2000 yuan. "In addition to previous data collection, analysis, tooling, and raw material purchase, a pair of customized shoes should be tried at least 3 times or more before 15 days. In addition, because it is purely hand-made, some masters are responsible for cutting, scratching, doing and so on. If you work with four people, you can only finish one pair of hand made shoes one day. " Chen Shuqing said, "the cost of process, raw materials, research and development, makes the price of customized shoes much higher than that of ordinary shoes."

　　 Order aggregation reduces costs

Under the trend of personal customization becoming more and more popular, some brands of shoes and clothing enterprises have joined the ranks of customization. PEAK's CEO Xu Zhihua's investment in customized customized footwear as the main focus of the love fixed guest website, on-line, traffic growth steadily. "Decomposing shoes into different modules, consumers can assemble at will, and there will be tens of millions of changes." AI Ding Yue relevant person in charge told reporters, "on the love customer website, consumers can submit the pictures of their own shoes as long as they submit their own design, the production line can see the design data and requirements of the order through the system, soon enter the production process, and they can deliver the goods within 7 days. At the same time, the Internet has realized the polymerization of orders, the cost of customization has been greatly reduced, and the price of a pair of casual shoes is between 200 and 300 yuan. "

In addition to AI Ding, in Quanzhou, XTEP, 31st, Jordan, PEAK and other traditional sports brands have also tested the C2B (that is, consumer to enterprise) personalized marketing mode.

Xiao Lihua, vice president of XTEP (China) Co., Ltd., said the company's electric business department in Xiamen has completed the system test, and the network DIY platform will soon be launched.

"This is a systematic project. For traditional production shoe companies, besides building platforms, they also need to reserve suppliers, design teams and materials." He believes that the transformation of traditional shoes and clothing enterprises from B2C (business to customer) retail form to C2B personalized marketing is an inevitable trend.