Personalized Service For Men'S Shoes

By China

Development Association, China

The third annual "2016 China footwear industry ten brand selection" and 2016 China, sponsored by the center for quality technology research

The ten brand selection activities have entered the white hot stage. Besides AOKANG, rich birds, Yi Kang, Mu Lin Sen, Kangnai, red dragonfly and other traditional luxury, many new personalized brand service men's shoes have also received the attention and popularity of the market.

Personalized customization is no stranger in modern society. With the improvement of people's living standard, the improvement of consumption ability and aesthetic concept, men's choice of shoes presents a trend of individuation and diversification. Many shoe and clothing brands have launched customized services in succession.

As early as in 2008, Nike set up NIKEiD StuDior in the flagship store of Shanghai. Users can choose sneakers type, color, texture, or add words, so that consumers can get a l designer addiction.

Last year, CONVERSE's "Made By You" global marketing also tried personalized customization, opened an interactive display window in three places in Beijing, Shanghai and Guangzhou, and announced this year that it will provide customized services formally.

The continuous development of 3D printing technology has also opened up a new direction for shoemaking industry. Recently, Adidas, Nike and New Balance have launched 3D printing customized shoes.

But from the international market, customization is mostly high-end service. Taking the hundred years French shoe making brand Berluti as an example, the whole shoe customization cycle takes 6-9 months. In the customization process, there will be 12 professional technicians participating in the service. The cost can be seen clearly, and the high price also determines the status of small consumer.

It is true that China's consumer market can not compete with developed countries in Europe and the United States. Only by seeking the best balance between pricing and experience can China's customized market be opened.

When we are sleepy, we must change our mind and change our ways. Each brand will explore a marketing mode that is in line with China's national conditions on the road of customization.

At present, there are many brands of men's shoes, such as Oren Burgh, Zeri, zero, ram, Ricci, Boss, shell, name Lang and Ho Jinchang. They will be customized according to their own individual needs, combined with the Internet, and apply big data calculation to compress the cost and duration between buyers and sellers.

For shoe companies, it not only meets consumer demand, but also increases user stickiness.

For consumers, private customization is at the middle end of the consumer platform, and the lower price "tailored" is no longer a myth.

Personalization is being widely demanded, and private customization has become a major trend in the development of footwear industry.

Market commentators believe that the process of meeting the needs of individual consumers is the process of enterprise pformation, and the price of private customization is higher than that of general footwear. At present, it is not suitable for the general public to consume. Shoes enterprises should regard customization as a value-added service of the company, making private customization and routine business alternately, while guaranteeing the operation, meanwhile, play the drainage of customer business brought by customization, and increase brand value added and brand loyalty.