Is The Market For Shoes Customized Service Large Enough?

No matter what the overseas areas are already mature.

The market, or China's leading brand, has huge business opportunities in the rapidly developing emerging footwear market.

This is even more evident in the 2019.

A report released by the US market research firm Grand View Research in the second half of last year showed that the global sports shoes market is expected to exceed $950 billion dollars by the year 2025.

Young people have been pulling.

As an important group of sales, young consumers are loyal fans of street fashion culture and sports shoes culture. Sports shoes and fashion clothes can be regarded as the two important basic components of their daily wear.

When the consumption power of the millennial generation is growing, the competition in the footwear industry is also showing a new format. Although the celebrity effect of starvation marketing and star network red is still big.

The main means to attract consumers and seize the market, but the novelty mentality of the millennial consumers and the ultimate pursuit of individuality make it impossible for the current marketing tools to make the brand "eat and eat all over the world" in the next few years.

With the constant upgrading of the technology of sports shoes and the arrival of the industrial 4.0 era, the customization of personalized shoes made in the past can only be operated on a small scale or a small number of people can also enjoy a new round of upgrading. This customized upgrade is likely to become a new battleground for brands to compete for the huge "cake" of $950 billion dollars.

Is the market for shoes customized service large enough?

According to the world clothing shoes and hats net, in February 7, 2019, Foot Locker, Inc. ("Foot Locker", NYSE Code: FL) announced that it would make a strategic investment of a small amount of equity of $1 billion by its subsidiary to GOAT, a genuine shoe trading platform.

Data from orange Bay University, a fashion business school from the Global Innovation Institute, showed that the market for sports shoes in the United States increased from $82 billion to $96 billion during the 2016-2017 years, compared with the market for professional sports shoes for specific sports.

Just 2 to 3 years ago, we can see that it is a mainstream choice for the market to wear sports shoes that are more suitable for everyday wear, with stronger comfort, color focused patterns and cultural connotations.

With the steady growth of the basic market as a guarantee, the market for sneakers customized service will also have a fundamental improvement.

In 1999, Nike created the digital customization platform NikeiD, which provides consumers with varied colors and fabric choices for consumers to design their own sports shoes.

Ken Dice, global vice president of NikeiD business, said as early as 2015:

"Today, the business is generating substantial revenue and has taken up a large part of the business.

"-- NikeiD global vice president, Ken Dice

Converse, which also belonged to Nike, first launched its customized platform in North America in 2005.

"By the end of 2015, about 10% to 12% of the shops in New York came from customized services.

"Then Converse global creative director Brandon Avery

These data from brands are only 4 years ago, and only involved two brands of Nike and Converse. Last year, New Balance and VANS began to test the water custom business in China.

Even after temporarily closing the Adidas miadidas, which has its own custom platform, the official said recently that the temporary closure of the platform is aimed at providing a deeper level of creativity in the near future to provide consumers with new digital experience.

The end of miadidas is not a complete withdrawal from the competition of customized business.

Besides, nowadays, unofficial private custom is very popular not only on INS, but also in the domestic shoe industry.

It is possible to upgrade the brand shoes and sell profits by replacing custom materials, symbols and patterns, customizing, changing colors and upgrading accessories. It can be proved that the demand for personalities to customize their own shoes, no matter overseas or domestic, is becoming increasingly apparent with the growth of the market.

As a derivative industry in the sports shoes market, brand and the third party will undoubtedly pay more attention to customization business.

There are 3 possible ways to upgrade the customized footwear service.

1. big data era, grasp consumer preferences ahead of time

Taking the most mature NikeiD platform as an example, the basic block color change, simple alphabet and symbol addition, and the limited shoe upper material and 3M reflector and luminous material selection are the main services that can be provided online by the shoe customization platform. For example, the 001 Nike flagship store opened in Shanghai is an example of the NIKE BY YOU area in the shop providing immersive experience and shopping environment. It provides the most classic two brand shoes Air Force 1 and Air 1 1 on-site customization service in the history of the brand.

Through the inspiration of Nike designers, the material, sole, shoelace, shoelace button and other accessories can be selected and customized. This is also the most top-level "BESPOKE service" currently available to ordinary consumers by Nike.

On the surface, this service is deliberately built by Nike in order to match the top 001 flagship stores, but in fact, this service may be combined with the experience accumulated over the years in online retailing and the sales strategy gained and mastered from traditional flagship stores and agency shops.

Over the years, NikeiD has indeed won a lot of profits for Nike, but the biggest contribution of NikeiD's online platform to Nike is actually collecting the global consumers' preferences for all kinds of shoes, plus the existence of membership mechanisms and the reminder function on the SNKRS platform. In the process of subversion, whether a single consumer likes high or low shoes, likes to clean it simply or exaggerate the colors, likes Recat foam or Zoom Air air cushion, and these data can be obtained by Nike, which does not involve too sensitive personal privacy.

The single data is integrated through today's big data algorithm. Nike, using these big data as reference, releases a single product that meets most consumer preferences. It is easy to understand if you applaud and applaud.

Today, the global retail environment is being resurgence from online to offline entities. These data can also be provided to designers of "BESPOKE services" for reference when serving customers.

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2. technology blowout for sneakers, tailor made products for consumers.

Whether it is the Air Jordan sneakers before Michael Jordan retired, or the Nike Lebron Lebron series of Lebron James now, these signature shoes, which belong to the top professional athletes, have many commercial added value for sale, but their essence still needs to serve the top level professional athletes on the field.

Therefore, no matter what version consumers buy, signature shoes must be designed and developed with reference to the sports habits, feet, height and weight of the shoe holders. When designing shoes, Nike shoes always fully respect the personal opinions of the signature shoe holders.

This is why the same market signature shoe, each consumer's experience of their feet feels different, because the shoe shoe with the most comfortable feeling of the shoe's signature shoe is always the signature shoe holder.

But with the latest shoe blowouts such as Flyknit, Flyprint, FUTURECRAFT 4D, and so on in the past few years, the technology that has grown up in application and Commerce may soon be able to compress costs to the degree of customizable choice for ordinary consumers.

If the service of customization and selection of Flyknit shoe upper has been formed, then the future technology of sneakers in the future, represented by FUTURECRAFT 4D, will be a cross era upgrade if it fully customize services to consumers.

This choice is not just a pair of sneakers to choose the use of Zoom Air or Air Sole air cushion, but for each customer who chooses customized services to collect the same exercise habits, feet, height and weight, and then hand it to the bottom of the machine design.

At present, Shanghai Nike 001 LED giant screen experience area has been able to digitize motion test and analyze data for consumers.

Recently, Adidas CEO Kasper Rorsted said in an interview that Adidas will take 3D technology in the shop within 10 years, and print customized shoes in the shop.

We hope that we can better cope with the fast changing tastes and habits of consumers through this way of improving development and production.

Obviously, at the technical level, if Adidas can collect the body data of the customer, then it is entirely feasible to purchase a pair of adidas shoes with a FUTURECRAFT 4D middle sole in the shop.

If Nike's next generation vamp technology Flyprint can also reach the mass production level.

Then, 3D solid printing technology can be used to shape the vamp of tailor's feet.

To create Flyprint shoes, first of all, we need to capture and collect the athletes' data, and create unique fabric upper for different athletes or different functional requirements. At the same time, the overall design can be greatly reduced.

Using this technology, Nike can achieve faster design and development with unprecedented accuracy. The prototype design is faster than the previous production mode.

Once this technology is mass-produced, the advantage of its speed can also meet the time requirements of consumers' online ordering and offline experience.

In this way, the top athletes can enjoy customized tailor-made shoes, and consumers in the future will also be able to experience them.

3.AR technology also ensures that consumers have the same right to choose online and offline.

Today's consumers and potential consumers in the future will even experience the immersive experience and shopping environment under the regression line. However, online consumption can not be ignored. In this case, they will not enter the adidas shop in the future or set up a limited number of flagship shops such as Nike 001. The online upgrading service needs the help of AR (augmented reality) technology. 3D

Nike has been in deep cooperation with Apple in recent years. Apple's current CEO Tim Cook is also the chief independent director of Nike.

Apple's products have been changing for many years, and apple is trying to build a complete ecosystem. It is totally untechnically difficult to collect the body data of consumers through existing and future terminal devices. This is the first time that Apple Watch has been seen in the world.

It is also feasible to collect physical data from consumers' own terminals and upload them to the platform so as to provide the exclusive sole and vamp for the brand.

But the problem of not being able to touch, observe or even experience is to be solved by AR technology.

AR technology technology includes multimedia, 3D modeling, real-time video display and control, multi-sensor fusion, real-time tracking and registration, and scene fusion.

It provides information that is different from human perception in general.

This information is enough for consumers to make judgments and improvements on their customized shoes products, and immersive experience also gives the tailor the chance to choose.

Beautiful vision, but there are still bottlenecks.

The feasibility of upgrading customized services is very possible with the development of science and technology, but the relative bottleneck is also objective.

Just as a brand can drive large-scale upgrading of existing customized services under the drive of interest, capital is also a huge problem that prevents brands or brands from weighing them.

The various technologies to upgrade customized services are mostly in the stage of technology formation. The brand has been carrying out further actions through the conservative small batch of market after getting feedback. The FUTURECRAFT 4D shoe interview has been for some time, but the real large-scale sale was opened by the Adidas ZX 4000 4D earlier this year.

Moreover, the most expensive "BESPOKE service" in Nike is priced at 7000 yuan at home, and there are not many customization options that contain scientific and technological content. On this basis, consumers still have to wait for 6-8 weeks' customization time. If the future upgrading service is still shown at this price and waiting time, the difficulty of survival is very huge.

To reach the level acceptable to ordinary consumers, it is also necessary to wait for the maturity and cost reduction of various technologies. I am afraid this is not the complete control of Nike and Adidas sports brands.

Although the global market for shoes and the culture of sneakers are somewhat utilitarian and impetuous, with the development of the brand culture, the market of shoes and shoes is under the control of platform and capital.

In the future, consumers will definitely change their way of looking at their shoes and pursuing their personalities through shoes. Since Apple can change people's communication and social habits, Alipay can change people's payment habits.

When the mature upgraded shoes customized service is born, the meaning of sneakers for each Sneakerhead can also change dramatically.

More interesting reports, please pay attention to the world clothing shoes and hats net.