Now, walking in the streets and alleys of China, you will be surprised to find that all kinds of "customized" shops have sprung up like mushrooms; China's famous leather shoes brand stores also put forward the promotion slogan of "customization". As long as the customer stands in front of the machine, the computer will automatically measure the size of his feet, and then provide a variety of shoes for selection on the screen. The customer can even "try on" the selected style.
Customized
Intimate service makes customers very comfortable
A shoe and clothing shop located near Qingfeng Apartment in the downtown area is luxuriously decorated, and the shop sign of "customization of high-grade suits and leather shoes" is particularly striking.
Entering the store, you can see a variety of fashionable suits and shoes. When the reporter explained his intention, the shopkeeper who usually cared about current affairs said that customization of suits and leather shoes was not new in China, which had appeared several years earlier. Now China has proposed to create a fashion city, and the custom trend has attracted more attention.
"Four to five years ago, a pair of customized leather shoes and a suit worth tens of thousands of yuan sold well. It is also common for a customer to customize several pairs. Now the business is not as good as before." The owner said that the store has been open in China for four to five years and is an "elder" in the customization industry.
"In the past, products were produced by producers according to certain standards, and consumers were passive consumers. These products may not be suitable for every consumer." Looking forward to the future of customization business, the shopkeeper is confident.
The reporter visited and found that the customization of the wind and water is not just the patent of the big name footwear and clothing enterprises. In China, all kinds of customized stores have sprung up like mushrooms, which makes people exclaim the strong vitality of the customized business model.
Gao's clothing customization shop located in Cian Street in the urban area, the salesperson introduced to the reporter that the shop mainly customizes suits and trousers, and consumers of various fat, thin, tall and short shapes can customize to the ideal (ideal franchise shop) style, with prices ranging from 1000 to 2000 yuan. The consumers are mainly residents nearby. She said: "The reputation of the store depends on the perfect and considerate after-sales service for every production detail. For every customized garment sold, the store will ask consumers for advice."
"After customization, customers are not necessarily used for wearing. Some are used for collection, some are for rewarding themselves, and some are for nostalgia, remembering the time when they waited for new works in the tailor shop for a long time." As for the psychology of customers coming for customization, the owner of this shop knows everything about it and is optimistic about the potential of this market.
selective focus
Network plus customization makes the most fashionable
In Longwan Zhuangyuan Street Phase II Industrial Park, Yu Bin, a new Chinese, is a pioneer in leather shoes customization, attracting many entrepreneurs to learn from the experience.
In his shop, a variety of high-school and low-end leather shoes are displayed Yu Bin said that the price for customizing a pair of shoes ranged from more than 400 yuan to several thousand yuan. The main difference was the choice of leather materials and the craftsmanship of the master. The general customization cycle was about 10 days.
Yu Bin told the reporter that in addition to physical stores, he also has an online shop specializing in leather shoes customization, and the business mainly comes from online stores. Especially every season, the online shop business is very prosperous, and it can receive more than 100 pairs of orders every day.
"Behind the store is a team of more than 20 experienced artisanal shoe makers. We don't want speed, but only quality (quality stores) and quantity." Yu Bin revealed that the customers of online customized shoes are mainly fashion personalities, and they are not willing to wear the same shoes as others; There are also elderly customers, whose feet often have some special requirements, for whom comfort is the first; Thirdly, customize some shoes suitable for special occasions; In addition, extra large and extra small shoes are also common because they are difficult to buy. "
Customization pays more attention to quality and design, and should not be sloppy at all. If a customer is not satisfied, it is easy to lose a group of customers. Yu Bin said frankly that customization is more difficult than assembly line production in the factory, and pays more attention to the perfection of details. This is an industry that wins by details.
As for the understanding of fashion, the young man was quick to say, "The Internet and customization are the most fashionable things at present. The combination of the two will naturally be more fashionable." He is very optimistic about this market.
The government set up the stage
Create personalized golden business card
"When I visited a men's wear enterprise in Shandong some time ago, the enterprise completed 200000 sets of customization last year, with 70% of its customers coming from the United States, 20% from Europe and 10% from China. In addition, the enterprise has brought advanced customization to general consumers, with customization business accounting for 70% of the enterprise's profits. China's fashion industry is developed, and personalized customization should become the next gold mine of China's fashion industry." Last year, at the Fashion City Summit Forum held in China, Bob, Vice Chairman of China Fashion Designers Association, was full of expectations for China's customization industry.
CJ POD believes that with the development of economy and the enhancement of consumption capacity, people's desire for personalized consumption will become stronger and stronger. Customization is a response to this pursuit. Clothing, shoes and hats, glasses, lighters, etc. are China's traditional industries. We should adapt to the changes in the market and people's consumption concepts, and develop this industry in the direction of high-end, branding, personalization, and fashion. This is the proper meaning of the construction of China's fashion capital.
How to build a customized brand? Hong Zhenning, a researcher of the China Federation of Social Sciences, believes that personalized customization focuses on experiential consumption, and China should build such a commercial carrier, such as a customized street and a fashion festival related to customization.
Zheng Chenai, president of China Garment Chamber of Commerce, expressed a similar view. He believed that China's fashion once led the country. Today, 30 years later, it is not enough to meet the needs of fashion, but also to guide and cultivate market consumption. To build a fashion consumption city in China, enterprises, industries and the government should make efforts. The government should make a forward-looking and feasible plan for China's fashion industry.
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Customized Footwear and Clothing in China Starts to Emerge
