Internet Customization Will Become A New Attempt For Local Brands To Cut Into Traditional Markets.

< p > Custom wind gradually began to become popular a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > clothing industry. Since Adidas, Nike and other international sports brands entered the sports shoes custom market, PEAK invested in love fixing customers, local sporting goods enterprises finally could not restrain themselves.

Recently, it was learned that Jordan sports will launch online customized shoes at the end of this month. This move also announced that Jordan sports will join the competition for the customization of shoes.

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< p > the industry believes that when the traditional sports shoes can no longer satisfy consumers who are increasingly subdivided in demand, personalized shoes with great individuality are expected to become the focus of competition among giants.

In the new market competition, in addition to using creativity and technology as a selling point, "network customization" will become a new attempt for local brands to enter the market.

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< p > < strong > local brands enter the custom market < /strong > /p >

< p > with the development of economy and the change of consumption formats, some people have more and more pursuit of taste and individuation, and all kinds of personalization conform to the demand of this consumer group with its scarcity and uniqueness.

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"P" a day ago, the industry learned that Jordan sports is expected to launch the network custom shoes by the end of this month.

Huang Tao said that Jordan sports will launch a shop customization plan to provide consumers with some relatively basic personalized services.

For example, color changing, DIYLOGO and so on, but the concrete progress is not convenient to disclose at present.

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< p > in fact, sports brands such as Adidas and Nike have long been aiming at the sports shoes customized market cake, and have launched personalized customized sports shoes. Consumers can customize the unique "tide" shoes according to their own personality.

In 2003, Adidas set up a "mass customization" system. In 2004, Nike's sales of personalized sports shoes reached nearly $600 million.

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< p > before Jordan sports, PEAK group CEO Xu Zhihua even invested huge sums of money in building a customized online brand.

AI Xiao, director of operations, told reporters that this year's customized sales increased by 300% over the same period last year.

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< p > "in China, there is no such business mode as Cafepress."

Wei Xiao said that at present, the personalized customization of sports brand is full of space and opportunities, and it is a trend of the future to satisfy users' individual needs.

They also hope to see more manufacturers participate in customization and jointly promote the development of customized industries.

However, he believes that for such traditional brands to launch customized shoes, more is biased towards brand experience.

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< p > "everyone is born special, and you deserve to be different."

Xu Zhihua said that the pursuit of individuality and the awakening of self consciousness will arouse more consumers to pursue a unique consumption experience. The age of DIY design has been gradually approaching, especially the network customization is a stepping stone to the door of the mass customization market. The customized C2B model (customer order merchant production) can create a new online consumption boom after the B2C.

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< p > in Xu Zhihua's view, large-scale mass production has long facilitated sporting goods, but it has virtually suppressed the individual needs of consumers.

"This new form of customized shoes can not be integrated with traditional industries so quickly. Only by truly complying with this demand can we create a new industrial mode."

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< p > < strong > is still in the "catering" stage < /strong > < /p >.

< p > although the prospect of customization is very good, there are still a lot of problems perplexing those who are accustomed to the traditional mode of operation.

In fact, customization is not only to meet individual needs, but also a multi variety, small batch, rapid response and platform collaboration. This is even a new commercial value chain reengineering.

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< p > "if you customize, every pair of shoes needs to be reopened. Even if the cost is allowed, how can we solve the problem of the time period of the stock preparation?" Zhang Yongheng, director of the brand of China bird products (China) supplies Co., Ltd., for example, at present, the customization of sports shoes is still at a catering stage, and businesses and brands provide materials such as sole, vamp and accessories as much as possible, and then choose and match with the consumers themselves, and finally make the order.

This can not be considered as a personalized customization in a real sense, and it can not be compared with the tailoring of traditional suit industry and the customization of hand-made leather shoes.

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P, even though, in the industry view, the introduction of customized shoes may become an embodiment of strengthening brand experience and deepening customer service.

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< p > "take Jordan sports as an example, this can become an attempt to open up online and store stores, and at the same time, it can make use of this matter to make their industry perfect.

Custom shoes are not simply to literally do different things according to the needs of each customer. Not only is it so simple, but also involves the adjustment of the entire industrial chain, involving their development, raw materials, production and so on.

So this is a process of small scale upgrading for Jordan. "

Huang Xiaojun, general manager of Quanzhou net Le electronic commerce company, truthfully appraises Jordan's sports. This is just like the domestic automobile industry. No one will start making sports cars at the very beginning. The custom market of the traditional sports shoes industry is also the same. We can pass the local DIY, at first it may be embroidered with the LOGO of its own name, and then gradually develop to the comprehensive customization service, including the most difficult shoe last custom, it all takes time.

Finally, the customized shoe model will change the traditional shoe making industry. "

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