According to the world clothing and shoe net, with the increasing consumption of personalities and tastes, traditional lines and popular products are no longer favored by consumers, so the personalized products that cater to the current consumer preferences have sprung up all over the world.

Especially in the "industrial 4" environment, footwear and clothing industry, which is a labor-intensive industry, needs to find ways to upgrade and upgrade.

In recent years, numerous shoe and clothing enterprises are scrambling to enter the ranks of personalized customization.

Shoe and clothing enterprises have launched personalized customization.

In fact, the shoe and clothing industry has already had the concept of customization very early, and the two big brothers in the sporting goods world.

and

NikeID and miAdidas have been launched to personalize the test water.

In recent years, the fast fashion whirlwind has made consumers more and more care about the "style", "style", "color" and other factors. This has accelerated the popularity of customization. To some extent, since consumers care about these elements, there is no reason for businesses to run counter to the needs of consumers.

GUCCI, RalphLauren, Burberry, Fendi, UNIQLO and other famous brands of shoes and clothing abroad have carried out customized business continuously.

Domestic customization has been developing rapidly in recent two years, especially in 2017.

Anta, a famous sports brand in China, aims at the familiar sports shoes market, launching the customized service of sneakers, and jointly making Yintai and Tmall together to build a customized service system.

The chairman of the Putian Footwear Association has successfully built several flexible production lines, and has pformed its shoe brand into a personalized shop. The fastest time in a store is only twenty minutes. Customers can get private customized shoes. At the same time, they have signed a strategic cooperation agreement with the Chinese Academy of Sciences to jointly develop foot scanning equipment and build "Chinese foot data database".

Shandong haidsbao focuses on the tailor-made denim garment, and develops a customized customized supply chain platform for the cowboy. It enables customers to make online self ordering, automatic typesetting, automatic tailoring, and MES system driven production units. Meanwhile, the technology and information pformation of two production lines has been successfully completed. Data driven factory execution has been completed, and the garment customization cycle has been shortened from about one month to 7 working days.

Why do you bet on personalized customization?

The pursuit of personalized customization can be analyzed from two perspectives, one from the consumer perspective and the two from the shoe and garment enterprise perspective.

From the perspective of consumers, the per capita consumption level of China is increasing. According to the statistics of National Bureau of statistics, in recent two years, the per capita disposable income of residents has exceeded the national GDP growth rate, reaching 21996 yuan in 2015, an increase of 7.4% over the same period last year, reaching 23821 yuan in 2016, nominal growth of 8.4%, and a 6.3% increase in real terms after deducting price factors.

According to Maslow's hierarchy of needs, human needs are divided into five categories from low to high levels: physiological needs, security needs, social needs, respect for needs and self actualization needs.

Therefore, when the per capita consumption level continues to improve, the demand of consumers will naturally change from the original physiological needs, security needs, social needs to respect for needs and self actualization needs.

For consumers, it is no doubt that they can design their shoes, choose materials and create their own proprietary products, which will undoubtedly trigger users' feeling of respect.

　　從企業(yè)角度來說，由于國內(nèi)勞動力成本攀升速度飛快幾乎與美國持平再加上現(xiàn)階段對于環(huán)境保護的大力提倡使得原材料價格與日俱增，以至于國內(nèi)鞋服企業(yè)出口遭遇挑戰(zhàn)，再加上傳統(tǒng)的流水線的產(chǎn)品已經(jīng)不再受到消費者青睞，隨之而來的庫存積壓問題始終縈繞在鞋服企業(yè)之中無法散去，也因此多家鞋服企業(yè)打造智能生產(chǎn)線推出個性化定制服務，以此來減少庫存積壓的風險，雙馳個性化定制項目總負責人古瑋明就曾說過：“如今的消費者的需求越來越豐富多樣化，傳統(tǒng)的生產(chǎn)方式已經(jīng)無法滿足消費者的需求，產(chǎn)品賣不出去就會造成庫存積壓帶來利潤損失，所以我們才要做個性化定制系統(tǒng)并為之配備一套完整高效的智能生產(chǎn)線，不管消費者選擇了什么樣的材料圖案等，生產(chǎn)線都能及時響應保證消費者能夠快速的拿到所想要的鞋款，這樣既能夠滿足消費者的需求而對

In enterprises, there is no need to purchase large quantities of raw materials, but only to supplement them according to the choice of consumers, greatly reducing the risk of backlog.

Nevertheless, it is worth noting that the cost of developing customization is not low. For ordinary shoe and clothing enterprises, it may be difficult to bear the additional financial burden caused by a failure. Therefore, it is important to do detailed market research and precise positioning of target groups.

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