Customization is the future: 4D running shoes are constantly updatedtrendoneshoes
With the explosive growth of artificial intelligence, virtual interaction, big data, cloud computing and other technologies, customization trend swept the world, automobile, sneakers, skin care products, cosmetics, accessories, food and other industry brands are actively launching “one-to-one” products or services, strive to win the future with non-standard products.
Zara and Levi’s both plan to offer bespoke jeans; Kao launched customized skin care products based on genetic information; Neutrogena released the first miniature 3d-printed Mask iD; Adidas 4D running shoes are constantly updated…
However, it is not easy to achieve true customization. rom the current situation, the production cost and technical difficulty of customized products are much higher than mass production, which cannot be quickly applied to the mass consumer market. In addition, the vast majority of consumers do not have the ability to customize. However, customization must be the future growth point, brand still need to work hard.
Gameplay continues to upgrade
Kao plans to launch a custom skin care product this year based on genetic information that tests customers for wrinkles and other age-related conditions based on genetic data carried in RNA to predict risks such as skin diseases. According to the results of data analysis, make up products to keep healthy skin for customers. It sounds mysterious, but it is actually a combination of genetic technology, big data, cloud computing, etc., trying to customize skin care products for every customer.
With the explosive growth of artificial intelligence, virtual interaction, big data, cloud computing and other technologies, the industry 4.0 era is officially coming, and the trend of technology + customization is spreading rapidly. Enterprises can provide customized production services according to the needs of consumers. Although all is one to one, this and traditional aristocratic custom has a fundamental difference. Aristocratic customization is expensive and private because of the long production cycle caused by the old mode of production. Today’s customized services are based on the innovation of production mode and supply chain, covering as wide a range of people as possible in a more convenient form, so that customized products or services can be consumed by all people.
For enterprises, customization can optimize the allocation of resources, reduce the cost of inventory, and quickly adapt to market changes, produce differences with competitors, and improve the competitiveness of enterprises. For this reason, many beauty brands are revealing their ambitions in this regard.
Shiseido has launched a test version of its personalised skin care system, Optune, which USES photos taken by users to analyse the condition of the skin. In addition, taking temperature, humidity, mood and menstrual cycle factors into consideration, unique algorithms are used to analyze these data to select the best combination of essence and moisturizing products from more than 1,000 available models, and then make relevant products directly from the machine. Shiseido plans to add cream ingredients in the future.
In fact, skin care customization is not new. Estee lauder, lancome, l ‘oreal and procter & gamble have all launched customized products before, but the arrangement and combination based on a simple understanding of the basic situation of consumers is not as delicate as kao and shiseido.
At present, this is a trend, although the production cost and technical difficulty of customized products are much higher than that of mass production. As large companies enter the market, relevant production technologies and processes can be promoted to apply to the mass consumer market more quickly.
Beauty cosmetics brands lead the trend of technology + customization, and other industries are not slack off. Adidas is committed to applying 3D printing to sports shoes. In 2015, adidas released the prototype of Futurecraft 3D shoes, aiming to customize the most personalized and comfortable shoes for athletes. In 2016, they produced “3D Runner” in small batches, priced at $333 and sold in New York. In 2017, the 3D printing shoe “Futurecraft 4D” was released, and now it is intended to be mass produced. Adidas envisions shoes that can be tailored to the needs and shape of the foot.
Develop the customization ability of consumers
In march, Shoes of Prey, an American customised shoe retailer, declared bankruptcy. The custom shoe company, which had been expected to generate $100 million in sales, collapsed. In addition to poor management, the majority of consumers do not have the ability and interest in independent customization is the main reason. Since participating in the design process of shoes makes many consumers feel embarrassed, they prefer to buy the same style of celebrities or opinion leaders. This leads people to question the significance of customization.
Is that the case? And it isn’t. In the current consumer market, the share of young consumers is getting higher and higher, which means that the personalized demand is constantly expanding, so there is no problem with customization itself. The real question is how can companies meet consumers’ individual needs if they do not have the ability and interest to do so independently?
To achieve customization, consumers need to actively participate in the product design process. At this time, the brand is not to do the design power to consumers, but to provide more, better, more ready-made personalized choices, mainly reflected in the appearance.
Last year, Nike inc. introduced Nike Sportswear ’90/10,’ which Sportswear says is 90% Sportswear, and comes in white and gray. The other 10% is based on Sportswear’s colors, trim and accessories, which consumers supposedly Sportswear.
Although Nike only provides 10 percent of the design rights, for most “disabled stars”, this kind of creation and collocation space is enough. Through pins, badges, waxed paper, patches, fabric adhesives and other accessories, sports shoes can be personalized in details, so as to make a difference.
Nike’s idea is to increase the participation of users through the customization of appearance, so as to maximize the demand of consumers with limited design rights. On the one hand, it can guarantee mass production — if consumers are given too many choices, production will not keep up. Once each product has special needs, there is no energy production; On the other hand, it simplifies the selection process of users, allowing them to easily have a stronger sense of exclusivity.
In addition to providing choices in appearance, brands can also consciously guide consumers’ sense of design and aesthetics. For example, when Gucci promotes “Gucci DIY” personalized customization service, it will make full use of AR technology, so that consumers can preview the products they choose after customization. o get consumers thinking, Cucci has hired artists to create a series of DIY works that showcase artists’ whimsy through illustration, photography, collage and installation art. Not only that, Gucci has also designed art walls in six cities, including milan, London, New York, Shanghai, Hong Kong and Taipei, to express the theme of personalized DIY service with the creativity of artists, so as to inspire the creative inspiration of consumers.
In fact, the size and appearance of the products are not highly required in customization. What the brand needs to do is to encourage consumers to participate as much as possible. Design competitions can be held at the right time to reward some excellent works and actively publicize the design process on social media, so that mass consumers do not feel difficult.
The real difficulty is to achieve customization in function, when designers are very important. Because the more personalized products and services, the more the need for designers to achieve the idea of customers, the more the need for designers to coordinate with customers, collision out of the spark of inspiration. For example, customized products in the home, automobile and other industries need to understand users’ needs quickly and accurately in the early stage, help them present the effect, and make effective and rapid changes after effective coordination with users. It is better to use AR to restore the design effect so that consumers can feel the effect of the product in advance.
Building a flexible supply chain
Zozo, a leading Japanese fashion e-commerce group, recently announced the failure of its expensive Zozosuit project. The Zozosuit is a new body measurement device with 150 sensors using patented technology. Consumers simply wear the one-piece with built-in sensors that capture 15,000 measurements of the wearer. These measurements are instantly sent to the App via bluetooth and automatically uploaded to the server. Zozo USES this information to tailor the best-fitting clothes for each consumer.
From a strategic point of view, Zozo’s approach is desirable. Zozo wants to innovate people’s shopping way through Zozosuit, so as to achieve the goal of increasing market share. But why did it fail?
First, it is too aggressive. Zozo gives free Zozosuit to the public. Many users applied for Zozosuit, but did not use this technology to buy clothes as expected, and some did not even upload personal body measurement data, resulting in a huge cost for the company. In fact, to upgrade the customized service, it is suggested that the brand should take further actions after obtaining feedback through internal test or small batch launch. Active and loyal customers or opinion leaders can be selected for testing, which can not only get real feedback, but also satisfy their “vanity” of being one step ahead.
Uniqlo, for example, plans to launch a bespoke service, starting with semi-bespoke clothing. First the Japanese market, then the American market. After good response in these two major markets, we will use the production base dominated by China to complete semi-customized orders from southeast Asia, Europe and other parts of the world. It is safer to proceed step by step in this way.
Second, there is insufficient capacity for customized services. From the start, the smart onesies were criticized for being late to ship.Orders are rising, but there is no strong production, logistics and other hard power to deal with it. As a result, some customers have to wait up to five months to receive customized clothes. This is hard to accept for the consumers who pursue freshness and rapidity.
If mass production is a fixed target, mass customization is a moving target, and personalized customization is a flying saucer. In other words, the production mode of personalized customization is very complex, and the uncertainty of every link in the manufacturing process has been greatly increased, which also puts forward higher requirements for enterprises. After deciding to launch customized services on a large scale, enterprises need to have a flexible supply chain and can produce flexibly according to design.
As the first domestic automobile enterprise to attempt customization, saic chase released the first C2B customized model D90 on August 8, 2017, simultaneously launching the C2B customized automobile consumption mode. Now, all its models have realized the customization of C2B.And the achievement of this part of the system, are due to its “C2B intelligent customization factory.”This factory makes use of big data, Internet of things, artificial intelligence, etc. to innovate the production and supply links. From the color of the vehicle to the embroidery of the car seat, C2B customized factory can quickly meet the differentiated needs of consumers.
The failure of Zozosuit also signals how companies can balance customization with cost. At present, the cost of personalized customization is still relatively high. According to the different needs of different users, product positioning and consumer acceptance should be considered when introducing product function personalized strategy.
In addition, after-sales needs to be optimized. New York hair product customization brand Function of Beauty has grown rapidly, which is related to its good after-sales service. Function of Beauty provides targeted scientific formula according to the algorithm based on the data of customer hair analysis. Users receive customized care products, test, found that the expected effect, can return goods, create a new “formula”, free to re-customize. Although it has been around for less than four years, Function of Beauty has become popular among young people, with more than 160,000 followers on Instagram.
After-sales service is an important part of consumer experience. In the customized mode centered on consumer demand, enterprises need to make use of good after-sales service to understand consumer demand and problem feedback, so as to make targeted modifications, so as to present a good situation of market – consumer – market cycle.