International sports brand enters sports shoes custom market

Previously, adidas, Nike and other international sports brands entered the customized market for sports shoes. In recent days, Jordan Sports will formally launch online custom shoes. According to reports, Jordan Sports will launch a store customization program to provide consumers with more basic and personalized services, such as color change, diylogo, etc. As for more concrete progress, it has not disclosed too much to the outside world.

From the perspective of public information, network customization represented by footwear is still at a relatively elementary stage, adopting the “meal catering” model, that is, companies and brands provide as much as possible various soles, uppers, accessories and other materials. Choose your own collocation, and finally order production. This can't be considered a personal customization in the true sense, nor can it be compared with the “tailored customization” in the traditional sense of the apparel industry. The reason is that the footwear needs to be modeled. Customization means re-opening the mold. On the one hand, the cost is higher. On the other hand, it takes a long period of time to stock the mold.

Even so, this is enough to declare that the footwear industry has taken a historic step. For a long time, the production of standardized and standardized products has facilitated manufacturers more and more, but it has also suppressed consumers' individual needs. Eventually, the sales of the entire footwear market was also affected, and the inventory increased significantly. At the very least, network customization has, to a certain extent, improved the user experience and met some of the individual needs. If the future can be solved technically (such as 3d printing), the future development space will be very broad.

For the current stage, network customization also has a very realistic meaning for manufacturers. The design of the shoes is not complicated, and the styles are not particularly large. The main concern of consumers is the material, shape, color and decoration of several major components. These external elements can completely let consumers collaborate on their own, as long as the manufacturer guarantees. The inner comfort of the shoe is fine. According to the Internet law of “There is a love called letting go”, designing diy will definitely attract many young players. These people are also the target customers of the sports brand.

More importantly, manufacturers can fully use the “civil wisdom” of Internet users to design “explosive models” for themselves. For example, they can hang users' customized models on the Internet, allowing those who want to pursue individuality and who are not good at designing to choose independently. If certain models are found to be particularly popular, they can be mass-produced on the market. This is basically a free market survey and pilot project. It can directly translate user needs into products with sufficient impact.

If it is higher, then the essence of network customization is actually the practice of manufacturers exchanging work tasks that have been performed by employees in the form of free and voluntary outsourcing to non-specific public networks. This is called “crowdsourcing”. Crowdsourcing has many advantages. First, it greatly reduces costs. Second, it makes full use of the brain. When the solution provider is set up as a potential customer, the customer's needs are fully explored. Footwear network customization is a living example of crowdsourcing strategy, and it is well worthwhile for entities.