Mass Production Can'T Survive, Private Customization Breaks Down.

Gabon

The booth attracted many buyers.

In the past, the shoe industry had done more foundry, and its profit margins were small.

Private customization is quite a few in recent years.

Can the breakthrough mode of pformation be turned into a trend?

The famous shoe company "Qisheng" has just set up R & D department to carry out private custom business, shorten the customization cycle to 2 to 5 days, improve user experience; and another local shoe enterprise "Hongxing" with over 20 years of experience in foundry industry, set up an independent company at the end of 2014, and made O2O private customization.

The above models are both exploring and occupying a certain market.

But general manager Long Xiaojie believes that future customization should be standardized.

On the basis of big data and experience value, the standardization production is introduced to improve the comfort of shoes, and private customization to high-end consumption is too top, not everyone can do it, everyone can consume.

Mass production can't survive, private customization breaks down.

The small profit margins of the foundry industry, the increase of consumption level, the increase of personalized demand, and the improvement of shoemaking technology are the objective reasons for promoting the development of the customized market; the subjective reason is the determination of shoe enterprises to break through the pformation, adding additional value to their own brands with private customization.

"Before busy mass production, now large quantities of production can not live, we need to use private customization to break the situation."

Dongguan Qisheng shoe industry Co., Ltd. ("Qi Sheng"), Zhong Xiangzhou, director of the private custom business, said that the factory has over 20 years of experience in shoe making. Its own brand, Debao, is located in the high-end market, "for those who do not want to follow the mainstream consumer, and those who have special needs for shoes, such as feet and feet."

Another Dongguan native

At the end of 2014, the big red elephant Intelligent Technology Co., Ltd. also launched a private customized "big red elephant" brand. Li Guangliang, the head of the company, spent a lot of time studying the manufacturing process of sole, trying to combine the comfort of sports shoes with the elegance of leather shoes.

Cai Yongwei, a brand operator, describes the company as an independent brand and provides door-to-door service. After the consumer orders, they rely on the original factory to produce customized shoes.

Compared with the above two enterprises, the early stage of private custom making was Dongguan anqiang Shoe Design Co., Ltd. (referred to as "security shoes"), which began in 1996 when it acquired the Italy brand and founded the M ELI brand.

Chen Mali, chairman of the company, said that the brand was originally the main European and American market, and now domestic consumers account for 20% of the company's private custom market.

The main business is business shoes, priced from several thousand yuan to tens of thousands of yuan.

The private custom projects of these local shoe companies in Dongguan are more focused on the business shoes category.

According to Zhong Xiangzhou analysis, the cost of the bottom mould of casual shoes is high, the mold needs to be opened, and a mold is ten thousand yuan, and the craft of casual shoes need not be too elaborate, the threshold is not so high, and the participants are more.

And the soles of formal business shoes are cut by the master according to their feet. The additional value is higher. The company has more experience in this aspect and the project is better landing.

Cai Yongwei thinks, "sports shoes have a lot of brands, they also have customized shoes, and the competition pressure is great. At present, the competition of business shoes is not so big, and there is a certain consumption power in the middle and upper levels of the city".

In terms of pricing, there are great differences in terms of materials and design.

If the price of the big red elephant ranges from 800 to 2000 yuan, "800 yuan is the most basic leather material. If the price of the top grade leather is higher, 800 yuan is not much profit."

Qi Sheng is based on the different materials, generally priced at around 2000 yuan, the most expensive pair of shoes customized price of 40 thousand yuan.

Their goal is to reduce the price to around 1000 yuan, and the general public can also consume it.

"One pair is customized shoes, one pair is ordinary shoes, if the price is almost the same, that is, the custom shoes are more expensive, and they will also become the public's choice."

Long Xiaojie, general manager of the US China footwear industry network, said.

Of course, the market of these brands is not limited to Dongguan.

By ordering offline stores or online A PP channels, they can face the national market.

Industry perspective

Standardized customization is the future

"First of all, customization is definitely the trend of the future, but is it necessary to make private customization? I think the industry is not necessarily as perfect as imagined."

Long Xiaojie, general manager of the US China footwear industry network, said: what is the meaning of private customization? 3D instrument scanning and manual customization are actually very difficult. This is over customization and standardization is the future.

The standardized and customized operation of shoes is easier to operate than private customization.

First of all, according to the foot length determines the code number, in the past did not have 41.5 yards of shoes, now custom can make such a code, more suitable for the customer's feet, then this is not customized to go private? Actually, more choices, so that consumers can dress more comfortably.

In addition, there is only one shoe standard in the past, such as fixed width, length, thickness and so on.

Nowadays, the standard customization is to provide a combination. There are different data groups in width, length and thickness. The shoemaker selects different width, length and thickness data according to the good foot, and finally makes up a pair of shoes.

Even if the left and right feet are different, they can be solved in this mode.

Long Xiaojie said that there are no two mistakes in standardized customization and private customization. It is only possible to face different groups. Private customization is a service enjoyed by a small number of people, and standardized customization is more popular.

Today, the customization field has not yet been standardized. It needs data support and experience value. "Standardization or shoe type, after a good foot, because of the different standards of shoes, whether 40 yards or 40.5 yards are appropriate? This depends on experience value, which requires people to set standards, and no one has done it yet."

Experience values require massive data to demonstrate that although shoes are not as accurate as machines, which one is the most comfortable to demonstrate.

In his view, big red elephant's customized shoes can use the online platform to collect big data. "I have your data, you wear shoes experience, customer service communication, accumulation in the cycle and process will become more and more appropriate."

Once the standardized experience value comes out and all enterprises can apply, the customized market will expand faster.

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Breakout mode

Qisheng shoe delivery cycle should be shortened to 2-5 days, the price should be acceptable.

In order to open the private custom market, Qisheng shoe factory recently set up a new business department responsible for its business. The team consists of more than 10 people, covering research and development and production.

According to the idea of Zhong Xiang Zhou, after planning to set up a good department, more samples will be taken to focus on marketing and push forward with the mode of "micro business + experience shop".

"In the past, pay attention to face, buy a pair of expensive, uncomfortable also wear; now pay attention to needs, wear comfortable and good-looking."

Zhong Xiangzhou said that in the past, private customization was far away, and now it is within reach.

"Good looks, good wear, cheap, fast, this is everybody's demand".

Zhong Xiangzhou said that the company is building design research and development center, adding high-end technology, computer scanning, professional design, and finally making shoes by hand.

The goal of the company is to reduce the price to the price accepted by the consumers, about 1000 yuan, and break through the timeliness. The custom shoes usually take half a month to a month, and the center should shorten the shipment period to 2 to 5 days.

On the market, there are private Custom Brands to launch the concept of "two pairs of shoes". The first pair of shoes is for testing, and the second pairs of shoes are fine tuned on this basis.

In this regard, Zhong Xiangzhou believes that this is the way to go to the top, if the volume can not go up.

Qi Sheng's model is: "I measure your feet, you can estimate 80% wear, and the remaining 20% can not be done. We also have factory shops, shoes do not fear inventory, you do not wear other people, the rest can be placed inside.

As long as 50% of these can be sold, there will be no loss.

In addition, Qisheng is pushing the "custom + group buying" mode. For enterprises or some departments requiring higher requirements for regular shoes, they can go to shop to make shoes.

First of all, you can pick up the existing number of shoes in the store. If there is no suitable code, it can be customized according to the code number, and will not be charged. The group purchase price is between 400 yuan and 600 yuan, and 50 pairs of pairs are customized.

Big red elephant company APP feet, integrate big data

If you know the O2O mode of a custom shirt, it's much easier to understand the custom shoe O2O.

Dongguan Hongxiang Intelligent Technology Co., Ltd. is a local shoe manufacturer with a history of more than 20 years. The company registered at the end of 2014.

On the company's A PP, consumers can take the company's foot and foot graphics as a standard reference, or make appointments for specialist technicians to provide customized data, and choose leather materials and styles on their own. Designers design according to their needs, and finally display the details of each pair of shoes by hand.

The process takes about 15 to 45 days.

Cai Yongwei said, at present, in the promotion of projects, consumers in Dongguan can go to the company to measure feet. The company can also provide door-to-door measurement services, and the range of door-to-door feet radiates to Guangzhou and Shenzhen.

In the future, other provinces will adopt agency mode to provide services for remote consumers.

The big red elephant brand custom shoes have trial service. The company sells products according to consumers' actual wear and sends them to consumers. Now the price ranges from 800 yuan to 2000 yuan, while 800 yuan is the most basic leather material, because there is trial service, and 800 yuan is not much profit.

Now the product is being further adjusted, and the official website has already been launched.

An strong shoe designer takes the lead and drained customers' consumption.

Ann strong footwear is a designer led shoe company. Chairman Chen Mali is a designer. Since he bought a Italy brand and founded M ELI, she began to make private customization. She said that for the company, private customization is very easy.

"Imagination is not the same as reality. When we reintegrate the things they imagine, we will recommend the concept to each other from the designer's perspective and producer's perspective. The things that come out are better than the original ones.

Of course, communication is relatively new at the beginning, but the number of cooperation is so much that everyone is familiar with it.

Chen Mali said that now the company has 3 designers in Italy, two sisters in Chen Mali and one daughter in the family, and six people are leading. They will also sign up for assistant designers from Taiwan and the mainland to assist.

"We propose to try on shoes, usually wear 37 yards, but this shoe may wear 38 yards, so it is recommended to buy two pairs at a time, after wearing it can be returned to a pair, we will return the money."

Chen Mali introduced, to meet the needs of consumers to the greatest extent, and then infected consumers with the designer's design concept.

Dongguan is the platform for R & D and creativity of the company, while the market is oriented at home and abroad.

In Chen Mali's opinion, private customization is a value-added service of the company, which helps to drain the company's business. After all, an entrepreneur's wife wants to attend a dinner party, and wants to make a private dress or shoes. The company can customize it, but she doesn't attend these occasions every day, so the clothes designed by the company designer can be bought, and the private custom and routine business plates alternate with each other, so designers have new products to pass to the customers, so that they can become loyal users of the company.