Cater For Personalized Consumption, Quanzhou Sports Brand Overweight Customized Service

In recent years, consumption habits are gradually moving towards niche and personalization.

In view of this trend, the sports brand in Quanzhou has begun to make customized services. Consumers can participate in the design of products such as colors, and customize individual "exclusive products".

However, this mode of Quanzhou sports brand is still in the initial stage of exploration, and there will be room for improvement and improvement in the future.

Personalized customization has become the trend.

The Quanzhou sports brand enables consumers to deeply participate in the design of products, to meet their individual needs and to get close to consumers.

Recently, Anta official announced that the customized service "ANTAUNI" launched by Anta was officially opened in Anta's official mall and offline flagship store in March 1st. Anta has become the first sports brand in China to offer customized shoe service.

In March 12th, Anta held a "ANTAUNI" customized footwear conference in Yintai, Hangzhou, to cooperate with Tmall, intime department store and Juhuasuan online, hoping to improve consumers' awareness of "ANTAUNI".

Anta said, "UNI" is the abbreviation of UNIQUE, which is unique. It can also be pliterated as "by you", which represents Anta customization to fully meet the personalized needs of consumers.

Zhu Minjie, senior director of Anta brand management center, said in a media interview that "ANTAUNI" is not just a simple product, but rather that consumers can integrate their fashion attitude and personality into the product by participating in the design.

At Anta Jinjiang flagship store, staff Lin Zhifa briefed reporters on some samples of customized shoes and demonstrated the customization process.

"Consumers can adjust colors in different parts of shoes according to their needs," Lin Zhifa told reporters.

Through the experience customization process, the reporter found that at present, Anta can customize two shoes including Thompson's two generation war boots and men's and women's energy loop technology running shoes, and consumers can match the eleven parts of LOGO, shoe tongue and soles. At the same time, Anta also provides four kinds of recommended design options for consumers to choose.

In addition to Anta, PEAK, a local sports brand, also set up a customized market early.

PEAK official shopping mall provides customized ball service group purchase, and consumers can enter the "enterprise group buying" page. By contacting group buying commissioners and selecting commodity needs, they can customize the ball suits that meet their requirements. If you want to customize your shoes, you can also customize them with the company.

As a matter of fact, as early as June 2012, CEO Xu Zhihua of PEAK group participated in the world's first C2B customization platform, IDX customized shopping center. According to Xu Zhihua, its personal participation in the establishment process of the company, while PEAK International Building also set up an office for setting up customers.

According to the press survey, AITC provides 7 categories of products, including men's shoes, women's shoes, bags and so on. Customers can choose their shoes, colors, materials or even upload pictures to design their own shoes. After the order is generated, customers can arrive in a normal way.

Relatively speaking, XTEP's customized services are mainly concentrated in the field of running, which is related to XTEP's deep ploughing and running market.

It is understood that since 2007, XTEP has sponsored marathon events in more than 20 cities including Beijing, Shanghai, Hongkong, Taipei and Xiamen.

In many competitions, competitors can buy exclusive customized running shoes and clothing. XTEP official said, "consumers are expected to wear XTEP customized running shoes and experience" non general feeling "through running experience.

Custom service is still not mature.

The choice of styles, the limited number of programmes and the long life cycle are the constraints of the current private customization.

Compared with foreign brands such as Nike and Adidas, the custom service of local sports brands is still at an early stage.

Custom styles, matching programs and distribution services also have a certain gap with foreign brands.

At present, Anta's customized products include only two generations of Thompson's boots and two shoes for men's and women's energy technology running shoes.

At the same time, Lin Zhifa told reporters that the price of customized shoes is 50 yuan higher than that of the ordinary style. When consumers customize their shoes, they need to wait four to six weeks from order to delivery. Although the price of shoes includes postage and custom fees, relatively high prices and long waiting are also likely to cause consumers' dissatisfaction.

Anta's responsible person, Tian Chen Qiao, said: "at present, Anta's customized service is still in the trial stage, mainly focusing on color matching. In the future, it will launch fabrics, digital printing and other customized tailoring according to the market reaction."

Relatively speaking, PEAK CEO Xu Zhihua's participation in the investment of the love customized customers in the custom service, whether it is style, matching or distribution services are more mature, but its main leisure fashion, and PEAK's main business is not much related, and PEAK itself provides customized services, the main focus on the ball clothing customization, for sports shoes and other sports products customized services less.

In addition, a reporter survey found that XTEP in the field of customized service style is also relatively single, mainly the official provided several running shoes.

Spring enterprises draw on the "stone of other hills"

Private custom services abroad have been launched for many years, and their models are more mature.

Tian Chen Qiao told reporters, "foreign brands are involved in customized business earlier, customized services are more mature, and have international market, demand is bigger.

The customized service of domestic brands has only arisen in recent years.

As an international sports brand magnate, Nike and Adidas have accelerated their customized service in recent years.

In 1999, Nike launched the exclusive service of "Nike ID", which was formally launched on the mainland of China in 2008. Through official website, Nike found that there are 192 custom-made styles, including basketball, soccer, running and so on.

Adidas's exclusive custom service is called "Mi Adidas". Consumers can choose their favorite colors and fabrics on the template of ADIDAS shoes, and can embroider words.

It is worth mentioning that Nike and Adidas have sufficient star resources, which has become an important driving force for the development of customized services.

Take Nike as an example, Air Jordon series basketball shoes, with the influence of basketball player Michael Jordan, has always been one of Nike's best selling sneakers, and the personal customization of Air Jordon series is also very popular.

The local sports brand can learn from the practice of Nike and Adidas, and promote the personal customization business through the advantage of the stars.

The reporter understands, "ANTAUNI" on-line so far, the best sales is Thompson's two generation of war boots, and PEAK's Parke and Howard series sneakers, sales are equally good.

When brand power is not enough, it is unwise to offer customized services, and consumers will not necessarily buy it.

The brand influence of Nike and Adidas has long been popular, and local Anta, XTEP, PEAK and other sports brands still have a long way to go in customized services.

Of course, the local sports brand also has its own advantages, "Tian Chen Qiao said." compared with foreign brands, we have local advantages, better understand the needs of domestic consumers, and in the supply chain, including factories, stores and so on, they have the same advantage, and consumers are more convenient to get goods. "