In recent years, consumption habits are gradually becoming smaller and more personalized. In response to this trend, Quanzhou sports brand began to customize service, consumers can participate in the design of products such as color, customize personal "exclusive products". However, this mode of Quanzhou sports brand is still at the initial stage of exploration, and there is still room for improvement and promotion in the future.
Personalized customization has become a trend
Quanzhou sports brand allows consumers to deeply participate in product design, to meet their personalized needs, in order to be close to consumers.
Recently, Anta officially announced that its customized service "ANTAUNI" was officially opened on March 1 in Anta's official mall and offline flagship stores, making Anta the first sports brand in China to offer customized footwear services. On March 12, Anta held an "ANTAUNI" customized shoe conference in Yintai, Hangzhou, to cooperate with online and offline brands such as Tianmao, Yintai Department Store and Gathering Cost, hoping to enhance consumers'awareness of "ANTAUNI". Anta said that "UNI" is the abbreviation of UNIQUE, which means unique. It can also be transliterated as "you", which represents Anta customization to fully meet the personalized needs of consumers. Zhu Minni, senior director of Anta Brand Management Center, said in an interview with the media earlier that "ANTAUNI" is not only to provide a simple product, but also to hope that consumers can integrate their fashion attitudes and personalities into the product by participating in the design.
In Anta Jinjiang flagship store, staff member Lin Zhifa introduced some customized shoe samples to reporters, and demonstrated the customization process. "Consumers can adjust the tone of each part of shoes according to their needs," Lin Zhifa told reporters. Reporters through experience customization process found that Anta can be customized, including Thompson II boots and men's and women's energy ring technology running shoes. Consumers can color LOGO, tongue, sole and other eleven parts. At the same time, Anta also provides four recommended design options for consumers to choose.
In addition to Anta, the local sports brand Pick also early layout customized market. Pick Official Mall provides customized ball clothes. Consumers can enter the "Enterprise Group Buying" page. By contacting the group buying specialist and choosing the commodity demand, they can customize the ball clothes that meet their requirements. If they want to customize the shoes, they can also contact the company to customize them. In fact, as early as June 2012, Pick Group CEO Xu Zhihua participated in investing in the world's first C2B e-commerce personalized customization platform, IDX Aiding Customization Mall. According to Xu Zhihua, his personal participation in the company's founding process, and in Pick International Building, there are Aiding Customization Office. Reporter survey found that Aiding customers provide nine categories and dozens of customization services, including men's shoes, women's shoes, bags and other products. Consumers can choose to match shoes, colors, materials and even upload pictures to design their own satisfied shoes. After the order is generated, they can generally arrive within seven days.
Relatively speaking, the customization service of special tread is mainly concentrated in the field of running, which is related to the deep cultivation of the running market. It is understood that since 2007, Tebu has sponsored marathons in more than 20 cities, including Beijing, Shanghai, Hong Kong, Taipei and Xiamen. In many competitions, participants can buy custom-made exclusive running shoes and clothes in groups. The person in charge of special tread said, "We hope that consumers will wear special tread customized running shoes and experience"unusual feeling"through running.