Customization has gradually become popular in the footwear industry. Since Adidas, Nike and other international sports brands entered the sports shoes customization market, and PEAK invested in Adidas, local sports goods enterprises have finally been unable to restrain themselves. A few days ago, it was learned that Jordan Sports would officially launch online customized shoes at the end of this month, which also announced that Jordan Sports would join the competition for the cake of shoe customization. The industry believes that when traditional sports shoes have been unable to meet the increasingly subdivided needs of consumers, customized shoes with great personality are expected to become the focus of competition among giants. In this new market competition, in addition to using creativity and technology as selling points, "online customization" will become a new attempt for local brands to enter this market. (Print on demand) Local brands set foot in customization market With the development of economy and the transformation of consumption patterns, some people are increasingly pursuing taste and personalization, and various personalized customization meet the needs of this consumer group with its scarcity and uniqueness. Recently, Jordan Sports is expected to launch online customized shoes at the end of this month. Huang Tao said that Jordan Sports will launch a shop customization plan to provide consumers with some basic personalized services. For example, color change, DIYLOGO, etc., but the specific progress is not convenient to disclose at present. In fact, Adidas, Nike and other sports brands have long targeted the market cake of sports shoes customization, and have successively launched personalized customized sports shoes. Consumers can customize unique "trendy" shoes according to their own personality. Adidas established the "mass customization" system in 2003, and Nike's sales of personalized sports shoes in 2004 was close to 600 million dollars. (Print on demand) Before Jordan Sports, Xu Zhihua, CEO of PEAK Group, spent a lot of money to build an online customization brand, Aiding Customer. The customized sales volume of Aiding increased by 300% over the same period last year. "In China, there is no such business model as Love Booking. CafePress is a famous American old brand of personalized customization, and it also develops customized services by means of websites." Wei Xiao told the reporter that at present, the personalized customization of sports brands is full of space and opportunities, and meeting the personalized needs of users is a trend in the future. They also hope to see more manufacturers participate in customization and jointly promote the development of customization industry. However, he believes that the introduction of customized shoes by such traditional brands is more biased towards brand experience. "Everyone is born unique, and you deserve to be different." Xu Zhihua said that the pursuit of individuality and the awakening of self-consciousness will awaken more consumers to pursue a unique consumption experience. The era of DIY design is approaching. In particular, online customization is a stepping stone to the door of the mass customization market. The C2B model of online customization (produced by customers who place orders) can create a new online consumption boom following B2C. (Print on demand) In Xu Zhihua's view, although large-scale and mass production for a long time has facilitated sports goods giants, it has also virtually suppressed consumers' personalized needs. "Customized shoes, a new form, cannot be integrated with traditional industries so quickly. Only by truly complying with this demand can a new industrial model be created." At present, it is still in the stage of "catering" Although the prospect of customization is very promising, there are still many problems in the specific implementation process that will perplex the bosses who are used to the traditional operation mode. In fact, customization is not only to meet personalized needs, but also to achieve multi variety, small batch, rapid response and platform based collaboration, which is even a new business value chain reengineering. "If customized, every pair of shoes need to be re molded. Even if the cost is allowed, how to solve the time cycle of mold opening and stock up?" Zhang Yongyong, the brand director of Guirenniao (China) Supplies Co., Ltd., took the example to say that at present, the personalized customization of sports shoes is still in the catering stage. Enterprises and brands try to provide various materials such as soles, uppers, accessories, etc., and then consumers choose to match them, and finally place orders for production. This is not really personalized customization, nor can it be compared with the customization of tailored clothes and handmade leather shoes in the traditional suit industry. (Print on demand) Even so, in the industry's view, the introduction of customized shoes may itself become an embodiment of strengthening the brand experience and deepening customer service.
