How Is The Experiential Business Model Of Shoe Industry Explored?

Kangnai

Craftsmen display Goodyear craft in the workshop.

In today's "Internet plus" era, the traditional process accumulation of the footwear industry for more than 30 years, grafting the application of new technologies such as the Internet and 3D scanning, is ushering in the innovation of business mode and starting to evolve towards the service experience oriented economy.

A few days ago, the famous company of Kangnai group of our city was a high-end company.

"Kangnai family" three generation of image shop opened, playing the logo of "ingenuity workshop", advocating a custom culture.

Kangnai family store provides foot 3D data measurement, exclusive shoe last build, and shoe autonomy.

Goodyear Technology Exhibition and other technologies combined with special services of science and technology reflect the characteristics of service economy.

Anatomically, the Kangnai case may be able to observe the evolution trend of shoemaking industry in our city from an angle.

To this end, the reporter visited Kangnai park to explore how the experiential business model of shoe industry was built.

Foot type measurement:

The key to data application technology

The first process of customized service in Kangnai family stores is to measure foot data for customers.

In the age of science and technology, this service is certainly not a simple measure for customers.

The store has acquired a non-contact white light four eye 3D foot scanner, which integrates the most advanced technology in optics, machinery, electronics and other fields. It can scan feet and instep at the same time, and achieve 360 degree scanning measurement.

With this device, the foot data of customers can be collected.

After the foot data collection, how can the data be pformed into shoe last for shoemaking? The reporter understands that at present, the technology of pforming foot data into shoe last production is still a difficult problem in the shoe making industry, which can not be grasped by all manufacturers.

It can be said that which brand business takes the lead in this technology represents the competitive advantage of this brand.

Ms. fan, manager of Kangnai's family brand, told reporters that there are many data collected by the scanner. How to intercept the key data to produce shoe last is a key link.

In the years of exploration, Kangnai has developed a set of independent technologies.

Since 2008, Kangnai has launched the collection of big data from different regions, combining with the analysis of its own experienced shoe designers, laying the foundation for the breakthroughs in this independent technology.

It is reported that after making the special data of shoe last, it can be directly imported into 3D printer and shoe last machine, and the last type structure with the most suitable foot shape is worked out to achieve the height of the last shoe and the shoe sole.

At the same time, Kangnai will store personal data in the Kangnai foot database. When the weight and foot type of customers do not change significantly, they can call the measurement data at any time, and will be accompanied by customized services for life.

Manufacturing process:

Technicians and equipment complement each other.

After fitting the customer shoe type shoe last, it will enter the selected leather and manufacturing process.

Then, what is the strength of Kangnai's 36 year history of professional shoemaking?

Fan manager said that after years of cooperation with suppliers of raw materials and shoe accessories such as leather, Kangnai knows very well which suppliers are good at making what products, and Kangnai's own product style is more suitable for which supplier to cooperate with.

The supporting cooperation of these industrial chains makes the production of fine products have a basis for raw materials.

Of course, the Kangnai family brand is very particular about leather materials. It selects the top layer of cowhide, and does not require coating to ensure that the natural pores of the leather are breathed, so that the shoes are more breathable.

After the selection of raw materials, the production technology of Kangnai family products is Goodyear technology, which is the production technology of international high-end leather shoes, known as "Rolls-Royce" in the shoemaking process.

Kangnai has been in the forefront of the industry in Goodyear manufacturing.

In 2014, Kangnai technology team tackled many difficulties. On the basis of the technology, we further improved the efficiency and achieved lean production.

This year, Kangnai group's "lean manufacturing method of Goodyear sewing shoes" has won national invention patents.

Fan manager said that the commercialization of Goodyear process and the few shoe enterprises that can be done in China, the first thing is that the Goodyear technology should be equipped with many machines and equipment. If shoe manufacturers do not have a certain market order support, they can not do this; two, Goodyear technology requires technicians team to operate. If shoe companies do not have long-term technological accumulation and mechanic training system, they will not be able to find a team to do this business.

Master Li, Kangnai development and design studio, told reporters that shoemaking is a professional technology.

It takes about 5 to 8 years to train a skilled technician.

In the course of more than 30 years of shoe making, Kangnai has developed a set of stepped training system for technicians.

The master and apprentice craft tradition has gradually accumulated the technology and built the competitive advantage of the enterprise.

Marketing experience:

Four characteristics show the advantages of physical stores

In the era of hot business, how to embody the characteristics of the physical store has always been the shoe manufacturer's unremitting quest.

The Kangnai family store highlights the "experience" feature and introduces four major services: DIY design, digital container, foot type measurement and Goodyear technology display.

In the design of DIY, customers can freely choose shoes style, material, color matching and so on in the shop through DIY design system.

This brand new mode can make the customer experience more intuitive and more interactive and interesting, and bring the consumption feeling of "my shoes, I decide to be my own shoe designer".

In the selection process, the digital container sets up all the shoes information of Kangnai family brand, breaking the display limitation of traditional containers.

It can help customers browse and understand all products and information in the shop.

Opening the digital container touch screen in the store is equivalent to opening a virtual shoe store.

On foot measurement, customers can experience the process of scanners drawing your feet to the computer screen.

On the day of the opening of the new store, Kangnai family also set up an ingenuity culture experience area.

Let customers experience handmade leather production, so that you can feel the charm and fun of handwork.