Transformation Of Footwear Industry: What Can Provide The Highest Added Value?

stay Shoes and clothing Under the upsurge of transformation, along with the type is trying to use intelligent hardware as the entry, cut into the enterprise and platform to the user's data needs. Moreover, these data are the future of "city people will play".

Under the upsurge of the Internet, all enterprises may become Internet driven companies, even in the traditional shoe and clothing industry. Under the upsurge of the transformation of shoes and clothing, the leading enterprises are platform oriented and small and micro enterprises are personalized, but all these need a support point: big data. The company founded by Lin Zhiming has seized the opportunity to help shoe and garment enterprises with the ability to process data with their products.

　　 Third party perspective footwear industry Transformation: what can provide the highest added value?

In October 27th, Ding Shizhong, President of Anta, attended the sports industry + virtual reality + big data cross-border Innovation Forum in Xiamen in 2015, and shared the topic of "innovation and practice of footwear and clothing industry and the application of big data". At the meeting, he shared a set of data: three years ago, the consumption of Anta VIP users accounted for only 8% of total sales, and three years later, this figure has increased to 30%.

What does this data say? "When the enterprise begins to attach importance to user data and absorbs feedback from users, the user becomes a seed, bringing the stickiness of the brand, and its value is reflected from 8% to 30%." Lin Zhiming said. As a third party service provider with technology as the supporting footwear industry, he has a "three door" value-added theory of evolution.

From OEM OEM to ODM's design and brand elements, and then to the vigorous development of the Internet and electricity providers, and finally to focus on users and adopt intelligent technology, this is the three door with shorter distance. "I think so far, the core competition of the shoe and clothing industry innovation is not the design and R & D, lean production or sales channels. It is just around the periphery of the brand that a large amount of data flow has accumulated to a certain extent. How do you transform it?"

How much data did the company collect? Reporters have answered the answer in the reply of Xiao Lihua, director of XTEP electricity supplier. XTEP has accumulated the crowd characteristics and consumption habits of China's eight major market areas a few years ago. In recent years, the power in the field of e-commerce has gained more analysis of buyers' behavior through similar data Rubik's basic payment tools. But most of the traditional enterprises that move late are still asking these questions: what are my production targets this year? Who will buy my shoes? The unpredictable enterprises can only rely on experience judgment: invest a lot of production and invest a lot of marketing, and finally expect a lot of unseen consumers to complete the purchase behavior.

"What does this way create? First, inventory is high, and the second is over marketing. The marketing point of enterprises has not hit the core position. Anyway, 50 million of the marketing expenses this year, advertising, TV, and other ways are constantly smashing. It can also hit an effect, but it is not enough. Lin Zhiming is well versed in this pain point, and enterprises are always eager to know more about their guests. With the emergence of the type, it is necessary to let enterprises and brands pass through the hard shell of the technology and touch the big data of the consumer, which can provide the highest added value.

　　 Teaching companies to play data, "shoes and clothing industry 4.0chr (34) which attracted enterprises?

In December 14, 2014, Lin Zhiming stood on the stage of Hangzhou Railway Station on the 36 krypton open day to introduce the company that has been pioneering for 3 years. He used to be the agent of German HumanSolutions 3D scanner, and he has been in contact with the shoe and garment manufacturers around Quanzhou for a long time in Xiamen and Quanzhou. Each shoe factory is in Shoemaking The update cycle of the last type is different from that of the data. It is the reason why Lin Zhiming has decided to set up the company.

The cost of moving to millions of foreign products is obviously not very attractive to domestic manufacturers. On the report page of krypton's 36 krypt, a netizen commented: "only suitable for high-end customized shoes. After making so many years of domestic sports shoes, most of them are thin, and the manufacturers themselves do not care about them. They sell their products by advertising. They are too stupid to learn.

But Lin Zhiming believes in his own sense of smell: "there may be nearly ten domestic scanners, but there are probably only one industry like us that has the advantage of industrial communication and technology precipitation." Zhang Dongbin, CTO, has long worked in famous footwear and garment enterprises such as Hongxing Erke, and has accumulated enough in the 3D foot scanning field. In addition, COO Luo Keming, MBA of City University Hong Kong, specializes in business logic construction, enterprise operation management, etc., and is especially good at transforming traditional industries to mobile terminals.

After the team was assembled, he began to practice in the end of 12, and developed his own products. Until March 2014, he formally completed the research and development of mass production plastic hardware and intelligent shopping guide system, plus cloud data storage interaction, becoming the only data company in China that put forward intelligent shopping guide application system. This system is named as follow type. It can store user data in the store by foot scan device. After the customer has finished the 3D foot scan, the customer will recommend all the shoes that fit the customer's foot shape for customers to choose, and ensure that all recommended footwear accords with the foot characteristics of the customers.

The netizen of that comment obviously did not foresee the popularity of the following year. "Ninety of the customers came by themselves." Lin Zhiming said proudly. From the bus station advertising of Wan Wan Yun merchants in Xiamen, to the public funding of the small AI intelligent maternity shoes on the Jingdong 2 million 500 thousand, from the PEAK star Quanzhou of NBA star to the scene of the official football strategy released by Anta, you can see the shadow of Howard. "The first batch of users we have is relatively innovative, that is, using the Internet to think and play. The next batch is a traditional enterprise centered on Anta, XTEP and PEAK. They are trying to transform, and we are going to talk about ideas and provide an overall solution.

This plan is called the "shoe clothing industry 4 solution". In depth, the following patterns can provide many good ideas for the enterprise brand, such as changing the shopping form of the store, and upgrading the simple shelf display to such functions as experience, interaction, logistics, member management, cross boundary communication, etc. With the body data as the foundation, the stickiness of consumers has increased one layer, and then embedded in the membership management system. It is no longer a simple scan code concern, but a brand interactive behavior. Consumers will have great interest.

Platform business is also an ambitious ambition. According to the data given by the pattern, the turnover of footwear on Taobao last year reached 50 billion, and the loss caused by the replacement was around 5 billion, of which 4 billion was due to size problems. Further, when the future sea becomes a normal state, if the replacement problem occurs due to size problems, the loss will be expanded again. After the settlement of the brand dealers, the platform side will open the data port in the future, or the brand manufacturer will build the mobile terminal shopping platform.

"This is a cool thing." Lin Zhiming said hi.

　　 Follow the future: a predictable data effect, who will enter the game?

You can foresee that the data will be pinched in the hands of the type, and will produce a secondary effect on big data in the future. "The era of data driven retail will certainly emerge in the future, such as buying shoes for children, this consumption scenario, you can estimate the length of the foot type, but your data is not clear about the width and the foot arch. To buy a good pair of shoes to protect children's feet, the data value is here.

The most direct expression is the cooperation between small businesses and strategic partners. The company that has studied Internet Games has come to the airport with only two weeks. With the first "shoe and clothing industry 4 solution", the first 100 intelligent stores for mother and infant products have landed and are still expanding at high speed - the target is 1000. Coupled with the cooperation of other customers, we are building the first data bank in China based on three dimensional human data.

Such expansion has already been noticed by BAT, such as Tencent, which can set 1500 tags for a user, such as Alibaba, which has been transformed from an electricity supplier company into a big data company. The current train of thought is the opportunity to win cooperation with them. "If qqxiu uses our body data, is it very interesting? If it is applied to online games again," Lin invited his reporters to dinner together, and Lin started his imagination.

The dinner was held in the eight city of Xiamen on the same day. We bought many seafood in the market way to make the small shops on the street, and ordered the takeaway of the imported beer with the WeChat public number. Tradition and taste are the norm of life. Lin Zhiming feels that the production and sale of traditional enterprises and the intelligent technology of big data can also coexist as commercial normal.