Customized personality or will become a new focus for shoe companies

After Adidas, Nike and other international sporting goods giants entered the customized market for sport shoes, local sporting goods companies finally could not hold back. Recently, the reporter learned that at the end of this month, Jordan Sports will officially launch custom-made shoes on the Internet. This move also announces that Jordan Sports will join the footwear industry to compete for this cake. The industry believes that when traditional sports shoes are no longer able to meet the needs of increasingly subdivided consumers, highly personalized shoes are expected to become the focus of competition for the giants. In this new market battle, apart from using creativity and technology as a selling point, “web customization” will become a new attempt for local brands to enter this market.

Local brands are involved in the customization market. With the economic development and the change in consumer business, some people are increasingly pursuing taste and individuation, and various individual customizations meet the needs of this consumer group with their scarcity and uniqueness. .

Recently, the reporter learned from the industry, Jordan Sports is expected to launch at the end of this month, customized network shoes. In response to this news, the reporter asked Huang Tao, head of brand marketing of Jordan Sports Co., Ltd. for verification. Huang Tao said that Jordan Sports will launch a store customization program to provide consumers with more basic personalized services. For example, color changes, diy logos, etc., but the specific progress is currently not easily revealed.

In fact, Adidas, Nike and other sports brands have long been aiming at customizing this market cake for sports shoes, and have launched personalized custom sports shoes one after another. Consumers can customize unique "tidal" shoes according to their own personality. In 2003, Adidas established a “mass customization” system. In 2004, Nike’s sales of personalized sports shoes were close to US$600 million.

Prior to Jordan Sports, Peak Group ceo Xu Zhihua spent a lot of money to create a customized network of love customers. Wei Ding, the director of the company's operating director, told reporters that the custom-built sales of this year's customers have increased by 300% compared to the same period last year.

“If customized, each pair of shoes needs to be re-opened, even if the cost allows, then how to solve the time period of open-to-order stocking?” Zhang Yongheng, Brand Director of Guiren Bird (China) Co., Ltd., exemplifies that, at present, the personality of sports shoes Customization is still at the stage of catering, and companies and brands provide as many different materials as possible, such as soles, uppers, and accessories, which are then selected by the consumers themselves, and finally produced by orders. This cannot be considered as a personal customization in the true sense, which is even more inconsistent with the tailoring of traditional suit industries and the customization of handmade leather shoes.

Even so, in the industry's view, the introduction of custom shoes may be a manifestation of strengthening the brand experience and deepening customer service.

"Taking Jordan Sports as an example, this could be an attempt to get online and physical stores, and it can also be used to improve their industry. Custom shoes are not literally based on each customer's The need to do something different is not only so simple, but also involves the adjustment of the entire industry chain, involving their development, raw materials, production, etc. Therefore, this is a process of small-scale escalation for Jordan itself. "Huang Xiaojun, general manager of Quanzhou Netcom Electronic Commerce Co., Ltd. truthfully evaluated this move of Jordan Sports. "Like the domestic auto industry, no one will create a sports car at first. The custom sports market is also the same as the customized market. We can use local Diy, initially embroidered with a logo of his own name, slowly evolved into a full-fledged custom service, including the most difficult custom made shoe lasts, which took time.Finally, the custom shoe model will change the traditional footwear industry.

“In China, there is no such business model as love and guest, and cafepress is a famous old-fashioned personalized brand in the United States. It also develops customized services by way of websites.” Wei Xiao told reporters that at present, the personalized sports brand Customization is full of space and opportunities to meet the individual 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 customized industries. However, he believes that the introduction of custom shoes for such traditional brands is more biased toward the 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 unique consumer experiences. The age of diy design has been gradually approaching, especially Network customization is a stepping stone to a mass customization market. The online custom c2b model (customer orders and merchant production) can create a new online consumption boom following b2c.

In Xu Zhihua's view, the large-scale production of large-scale production for a long time has facilitated the amnesty of sporting goods, but it has virtually suppressed the individual needs of consumers. “The new form of custom shoes can't be integrated with traditional industries so fast. Only by truly following this demand can we create a new industry model.”

Although it is still optimistic about the prospects for customization, it is still in the “meal catering” stage. However, during the implementation process, there are still many problems that will plague the bigwigs who are accustomed to the traditional mode of operation. In fact, customization not only meets individual needs, but also multi-category, small-batch, rapid-response, and platform-based collaboration. This is even a brand-new reengineering of the commercial value chain.