"Private Custom" Prevails Shoe Industry To Try To Offer Customized Experience.

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.

Hong Xiaopeng, the studio leader, told reporters that the clothing customization business began in the end of 2008. In just a month, it accumulated fifty or sixty customers, and now there are thousands of customers.

Quanzhou Liuhe children's technology company started a large scale for children and adults last year.

The collection has laid the foundation for the development of 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 in combination with the foot type data.

"Ordinary shoes are made according to the standard model, only the size, length and so on, but the shoes with customized structure can provide a more comfortable wearing experience in addition to the shape and color that are more in line 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 time and energy required to make a garment, the price of customized 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

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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 website of AI Ding, 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. They will soon enter the production process, and they will be able to deliver the goods within 7 days. At the same time, the Internet has realized the aggregation of orders, the cost of customization is 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 C2B (that is, consumer to business) personalization.

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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 system engineering. For the traditional production shoe enterprises, besides building the platform, they also need to reserve suppliers.

And materials. "

He believes that the pformation of traditional shoes and clothing enterprises from B2C (business to customer) retail form to C2B personalized marketing is an inevitable trend.