As consumers become more and more interested in consumption that shows their individuality and taste, traditional assembly lines and popular products are no longer favored by consumers. As a result, personalized customized products that almost cater to consumers’ preferences have sprung up in all walks of life, especially in the footwear and clothing industry. Under the general environment of “Industry 4.0”, the footwear and clothing industry, which is a labor-intensive industry, needs to find ways to transform and upgrade, The emergence of personalized customization seems to let them see this method. In recent years, numerous footwear and clothing enterprises at home and abroad have rushed into the ranks of personalized customization, setting off a wave of personalized customization.
Personalized customization in China has developed rapidly in recent two years, especially in 2017, many shoe and clothing enterprises competed to launch personalized customization services. Anta, a well-known sports brand in China, aims at the familiar sports shoes market to provide customized service for sneakers and jointly builds a customized service system with Yintai and Tmall. Shuangchi Enterprise, the president unit of Putian Footwear Association, has successfully built a number of flexible production lines, and transformed its footwear brand Liangshoeji into a personalized store factory. Customers can get customized shoes in the store as soon as 20 minutes. At the same time, it has signed a strategic cooperation agreement with the Chinese Academy of Sciences to jointly develop foot scanning equipment and build a “Chinese foot data base”. Shandong Heisibao focuses on high-grade customized denim clothing, develops a personalized denim customization supply chain platform, realizes online independent ordering, system automatic typesetting, automatic cutting, MES system driving each work unit to produce clothing, and also successfully completes the technical and information transformation of two production lines, which is implemented by a data driven factory. The clothing customization cycle is shortened from about one month to seven working days.
The popularity of personalized customization can be analyzed from two perspectives, one is from the perspective of consumers, and the other is from the perspective of footwear enterprises.
From the perspective of consumers, China’s per capita consumption level is constantly increasing. According to the statistics of the National Bureau of Statistics, in the past two years, the per capita disposable income of residents has exceeded the growth rate of the national GDP. In 2015, it reached 21996 yuan, with a year-on-year growth of 7.4%. In 2016, it reached 23821 yuan, with a nominal growth of 8.4%. After deducting the price factor, the actual growth was 6.3%. According to Maslow’s Hierarchy Theory of Needs, human needs can be divided into five levels from low to high: physiological needs, security needs, social needs, respect needs and self realization needs. Therefore, with the increasing per capita consumption level, consumers’ needs will naturally change from the original physiological needs, security needs, social needs to respect needs and self realization needs. For consumers, the ability to design shoes, select materials and create their own exclusive products will undoubtedly greatly trigger the feeling of being respected.
From the perspective of enterprises, due to the rapid rise of domestic labor costs, which is almost the same as that of the United States, and the strong promotion of environmental protection at this stage, the prices of raw materials are increasing day by day, so that domestic footwear enterprises face challenges in their exports. In addition, traditional assembly line products are no longer favored by consumers, and the consequent problem of overstock of inventory always haunts footwear enterprises, Therefore, many shoe and clothing enterprises have built intelligent production lines and launched personalized customization services to reduce the risk of overstock, Gu Weiming, the general director of Shuangchi personalized customization project, once said: “Today’s consumers’ needs are more and more diversified. The traditional production methods can no longer meet the needs of consumers. If the products cannot be sold, it will lead to overstock of inventory and loss of profits. Therefore, we need to build a personalized customization system and equip it with a complete and efficient intelligent production line. No matter what materials and patterns consumers choose, the production line can respond in a timely manner to ensure that consumers can quickly get what they want The shoes you want can not only meet the needs of consumers, but also the enterprises do not need to purchase a lot of raw materials. They just need to supplement according to the choices of consumers, which greatly reduces the risk of overstock. “. However, it is worth noting that the cost of carrying out personalized customization is not low. For ordinary footwear and clothing enterprises, it may be difficult to bear the additional economic burden caused by a failure. Therefore, it is important to do a detailed market research and have a precise positioning of the target group.
The gradual popularity of personalized customization is an inevitable result of the development of the times. For Chinese footwear and clothing enterprises, they should comply with the trend of the times and meet the needs of consumers, so as to stand out in the increasingly fierce market competition.
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