The popularity of
personalized print on demand customization can be analyzed from two perspectives, one is from the perspective of consumers, the other is from the perspective of footwear enterprises.
From the perspective of consumers, the 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 national GDP, reaching 22000 yuan in 2015, with a year-on-year growth of 7.4%, 24000 yuan in 2016, with a nominal growth of 8.5%, and an actual growth of 6.5% excluding price factors. 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 customized services to reduce the risk of overstock, Gu Weiming, the general director of Shuangchi's personalized on-demand 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 on-demand 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 get them quickly The desired shoes can not only meet the needs of consumers, but also do not require enterprises to purchase a large number of raw materials. They only need to supplement according to the choices of consumers, greatly reducing the risk of overstock. ".
However, it is worth noting that the cost of carrying out personalized on-demand 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 essential to do a detailed market research and have a precise positioning for the target group.
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