3D: Measurement Allows Customized Services To Be More Precise.

During the Xianfeng years of the Qing Dynasty,

The founder of Zhao Ting is based on Civil and military officials.

Style, size and special needs (such as foot disease or deformity) record, collect customer identity, place of origin, official position and other background information, compile and edit, and gradually form "in the middle of the pack", and provide personalized production according to these records.

The innovation of this marketing mode has not only made the business of the inner League rise, but also established the core position of the Intranet in the capital business.

At that time, the officials and celebrities would be able to enter the "shoe in the middle" as a kind of glory.

The celebrities included in the "Erzhong preparation" include Li Hongzhang, the Minister of foreign affairs of the Qing Dynasty, Yi Xin, the last emperor, and the president Yuan Shikai of the Republic of China. They also had Mao Zedong, Zhou Enlai, Deng Xiaoping and other national leaders after the founding of the people's Republic of China.

In this way, "Zhong Zhong Bao" became the first customer file in China's business history, and was included in the MBA case database of Peking University Guanghua School of management.

With the changes of the times and social changes, the group of inbound services has also changed, from serving the official aristocracy to serving the masses.

In 2008, the management of the inner League raised the idea of continuing to write in the middle of the track.

In 2009, intranet upgraded the ERP system, then implemented the CRM (Customer Relationship Management) system. In 2010, the new system was formally launched. At that time, more than one hundred contemporary celebrities were included in the system, including many religious, literary and art circles, and entrepreneurs.

Nowadays, customers only need to be promoted in the intranet.

It can directly become a VIP member, and its foot information will also be recorded in the CRM system. Customers will not need to measure when they buy it again, and the internal liter will provide customized products according to the records.

It is reported that the modern version of VIP has reached 8000 users, and the well-known American swimmer Michael Phelps O and international superstar Jackie Chan are also VIP customers.

3D measurement allows customized services to be more precise

Cheng Xu introduced that when you customize your shoes, you need to measure feet and measure the feet.

Not just the feet, but also the circumference of the feet: tarsus, metatarsus, and pocket.

Not only do we have these data, but also the different shapes of customers' feet, for example, some people have a little deformity, or their feet are big or small, or which toes are longer. They will be recorded, so that every pair of shoes that are guaranteed to be customized inside the joint will be fit.

Cheng Xu told reporters that recently, the internal liter is also improving the customized service. Now it also has a brand-new 3D scanner, which is based on the original manual measurement, plus the result of 3D scanning. In the future, it will go to 3D printing and print the foot mould.

"The purpose is mainly to make the measurement more precise, so that the shoes that are made will be more appropriate when they compare with each other."

Cheng Xu said the service will be linked to VIP membership services.

Member services on the Internet platform

In addition to VIP members in the CRM system, Cheng Xu believes that fans of WeChat and micro-blog are actually an extension of members, as well as potential consumers.

In fact, it not only provides customized measurements and shoes for VIP customers, but also provides custom designs for ordinary members with the electronic business platform to meet the individual needs of customers.

Customers can choose all kinds of patterns of hand painted or mechanical embroidery on the basic shoe upper, and submit the demand on the electronic business platform. After that, customers can get the finished products with customized patterns.

Personalized service drives consumption

Cheng Xu said that member management has two main functions: first, to let more customers see changes in the internal upgrading, and the two is to attract more young people into the physical store.

In reality, many young people accompany their parents to buy shoes inside the company. During the experience, they find these services very interesting, so he will buy them himself.

Cheng Xu laughs. "Our shoes also have a feature. Once you wear this shoe, you don't want to take it off again."