Customized Business Of Footwear Industry Driven By Inventory War And Industrial Upgrading

At present, the global economy is undergoing rapid changes. Germany is pushing the industry 4. The United States is focusing on the application of the Internet of things. Our country is promoting the "made in China 2025" in an all-round way, and vigorously supports the manufacturing enterprises to push ahead.

In the future, intelligent manufacturing will be the main development direction of the manufacturing industry. Information technology, network technology and intelligent technology will be applied to all aspects of industrial production such as design, manufacturing, management and service, so as to form a new industrial form by creating supply chain.

In October 26th, the sixth session of the China Federation of light industry, the China Leather Association and the Suzhou Municipal People's government held a successful forum on the development of China's footwear industry at the Anhui Yilin Hilton Hotel in Anhui. The general manager of the double Chi General, Gu Wei Ming, talked about the stock issues and customization of shoe enterprises. The forum was held in October 26th.

Inventory backlog is a major problem that has plagued shoe companies.

In order to solve the stock backlog, most shoe enterprises will adopt a strategy of discount and clearance, which will cause a profit loss of about 10%-15%. For this stage of China's footwear industry, such a loss will undoubtedly make shoes enterprises feel pressure, resulting in the backlog of stock. The reason is largely due to the original demand forecasting based production and marketing mode which can no longer be favored by domestic consumers whose consumption level is increasing. Coupled with rising labor costs and raw material prices and the implementation of TPP policy, some international brands will pfer some orders to Southeast Asian countries and Africa.

Under the implementation of the upgrading of consumption and the reform of the common side, the trend of custom-made mode with customer demand as the core is increasingly obvious. From 2013 to 2017, the listed shoe enterprises are developing.

The proportion increased by 23%, close to 50%.

For the shoe manufacturers, the original standardized scale production is no longer the guarantee of maximizing profits. The traditional seller's market is gradually changing into a new retail buyer's market, and the sale of products will become inevitable.

Therefore, personalized customization is an important means for shoe enterprises to turn uncertain demand into determining demand, and strive to optimize inventory indexes and ensure long-term business health.

However, personalized customization can not be blindly carried out. We should pay attention to a foundation, two core and three misunderstandings.

One foundation: reconstructing the pull supply chain system, integrating upstream and downstream supply chain to achieve quick response and flexible production.

It is the premise of developing customized business.

The two core is:

Data-driven: the ability to acquire, analyze, and apply data is the key to developing customized business.

In 2016, he won the German industrial design red dot award "Best of the Best".

Experiential marketing: to satisfy users' sense of participation and provide value-added services is the key to personalized customization business from traditional business.

Shuang Chi improves the store's shoes to personalized stores, and users can choose them in the store.

According to their own preferences, they can freely choose the color of shoes, the patterns and patterns of electric embroidery, and so on. Personalized customization system will quickly input information into the production system according to the choice of users, and users will be able to get the finished products in about twenty minutes.

Three mistakes:

Myth 1: pursue the ultimate personalization.

Customization should be the aggregation and excavation of scattered demand rather than the pursuit of a single target user, but a subdivided consumer group. Product positioning is not a new niche product, but a specific explosive product of common demand.

Misunderstanding two: too much emphasis on intermediation.

Personalized customization system should not remove intermediate links directly to consumers and factories, but need to ensure the accuracy and timeliness of feedback and pmission of demand information.

Business drainage, data collection, customer service, sales guidance, logistics distribution, and after-sale support can not be separated from intermediaries' bridge business system. It is only one of tools and sales channels. Social division of labor cooperation is still the mainstream.

Misunderstanding three: seeking single product high profit.

In positioning, the customization business should not be a high-end consumer. To get a single full profit, we should consider the public consumption and get multiple accumulated profits.

For large scale enterprises, on the basis of mastering user data and preferences, the user's repeat purchase rate is the most important criterion for testing business success.