How Can Shoe Enterprises Find A Balance Between Personalization And Scale?

Nowadays, the size of a pair of shoes and clothes is as large as a car or an air-conditioner.

Consumers want to be able to lead by themselves.

For the vast number of manufacturing enterprises, how to find a balance between personalization and scale is the key to win the battle of pformation.

Shoes and wig all play private custom.

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"In the workshop, there are more than 100 processes of leather shoes production line, a pair of private customized shoes are packed into boxes, will be sent from here and sent to the hands of customers.

Now, golden monkey group, as a shoemaking brand with a history of 65 years, is experiencing strong market changes.

In the past, we bought a pair of leather shoes and hoped to wear them for several more years. Durability is the main criterion.

Now, consumers pay more attention to product design and style. Golden monkey is being tested by the strategy of winning quality.

"Now walking on the street, very few two girls wear the same shoes.

As a manufacturer, it is too difficult to satisfy different people's preferences.

As a result, we don't know what kind of production we want to produce, we don't know how to do the production plan. If we do more, we will easily cause inventory backlog.

Golden Monkey Group official told reporters.

As a traditional manufacturing industry, Golden Monkey Group has come to a pition period. Personal customization business is a breakthrough for golden monkey.

Golden Monkey Group plans to install three dimensional foot scanner in the store to scan and upload the exact data of the customers' feet.

According to these data, we can produce shoe last and make shoes to solve the problem that shoes are not fit.

Not only leather shoes, but a small wig can also be "private custom".

The Qingdao wig's wig production is an example.

Wan Gang, deputy general manager of the group, told reporters that the high-end wigs were fully customized, and the wig exported to Europe was sold for 10000 yuan with real hair, but the production process was still unable to achieve flexible production.

Cai Ying, chief manufacturing expert of Kingdee group, told reporters that the first production line from the US Ford Motor Co began, and mass production became the mainstream of manufacturing industry.

In this production mode, standardized parts, mass production and mechanical repetitive labor are used.

As the market environment changes, consumers demand more products and start to "dominate" products.

"Manufacturing enterprises, especially those directly facing consumers and producing daily consumer goods, are beginning to realize the importance of customization."

Cai Ying said.

Production of children's shoes without fear of losing children

Tsingtao Brewery has also started personalized production.

In the 80s of last century, Qingdao beer workshop only produced 3 kinds of beer. In the past few years, there were dozens of varieties, and now there are 183 varieties. This leads to frequent switching of products, trademarks, caps, bottle shapes and packaging boxes on each production line.

Workers live more and produce less, but their profits are higher.

Sun Mingbo, chairman of Tsingtao beer, has such a view that anyone who does basic quality products will have no incremental value.

The quality of products can magnify the value many times.

Similarly, as the traditional footwear industry, the footwear industry in Jinjiang is also exploring the road of pformation.

The Jinjiang sports shoes company has joined the Internet giant Baidu Inc to jointly set up the 31st degree "big data innovation laboratory".

After the cooperation, Baidu will play an advantage in the field of big data, study and manage users' real data together with 360 degrees, and develop and produce digital shoe products based on users' needs.

This laboratory has developed the first child intelligent anti lost shoe in China.

"Ordinary children's shoes, implanted chips, add positioning system, coupled with data acquisition and analysis system based on Baidu map and cloud storage, parents can get the location of their children at any time through smart phones."

R & D personnel said.

Shoes can be added intellectualized to add value, and how many cents can a straw suck? In Yiwu's small commodity industry, the plastic suction pipe has a low starting point and low profit. It is the product that people feel "the least worth doing".

The Yiwu double boy daily necessities Co., Ltd. has achieved the annual output value of the straw.

A cartoon suction tube with animal shapes, a windmill suction pipe with a built-in wind wheel, a suction tube for zodiac, and a sucking tube that can help the elderly and patients to drink without refluence.

The company has more than 40 innovative products.

Reporters learned that the company developed a straw, above a pink heart, each side of the heart has a small suction tube on the two sides of the heart, the heart-shaped chamber is equipped with a small flow check valve and filter device, such straw in the wedding feast and other occasions very well placed, retail price of 8 yuan.

That is to say, the straw with distinctive quality is thousands of times of the value of ordinary straw.

Now, the research is introducing 3D printing for lean production. First scan the head, then print the 3D die, but the 3D print die involves three parts: printing, scanning and material.

This requires printing materials to be soft, hard, suitable, Machinable, recyclable, and like the head mold made of photosensitive resin, which is more expensive than the wig.

Golden monkey group related staff told reporters that if we fully customize the product, in order to make shoes for customers, every guest should make a shoe last and save it based on the data scanned, which also requires a lot of cost.

According to media reports, Furniture Customization company KD received a large order of 5 million, but finally lost money.

This is because all materials, crafts and flower shapes that customers want are not factory standing. They have to buy materials for him alone and separate lines to serve him.

As a result, the cost of materials and labor has been greatly improved, but the efficiency has been reduced.

In view of this, how to achieve mass customization is not only able to meet the individual needs of customers, but also control production costs. This is a common challenge faced by enterprises.

What did Nike, the sports shoe boss, do? In the early 2008, Nike set up NIKEiD StuDior in the flagship store of Shanghai, but Nike's "customization" was that the user could choose the type, color, texture or name of the sports shoes.

{page_break} "the personalized pursuit of enterprises is actually modular customization, so that customers can choose as many templates as possible."

Cai Ying told reporters that based on the concept of product modularity, we can not only reduce the diversity of products, but also increase the external diversity that customers can perceive.

It can not only achieve customization, but also control costs and ensure delivery speed.

"There are countless kinds of customized information. There are one million people who can't make one million products for you. It's impossible for you to make one million products.

So there must be a user circle. There are many opinion leaders in the user circle. They design a product. If many people feel good, they all come together and the opinion leaders are integrated into ten thousand kinds of needs. That requires only ten thousand designs.

In fact, this customization has become part of the user's response.

This is Haier's chief executive, Zhang Ruimin, on the idea of customization.

Golden Monkey saves millions of feet data.

The reporter learned that the database of red collar has accumulated 2 million 100 thousand customer data so far, and the version data has reached the scale of ten billion. The editions library, style library, process library and data BOM library have been built.

The red collar has built a platform and digital operation system with more than 20 subsystems.

According to the daily orders sent by the market, the system will automatically arrange, cut, match, distribute, match and integrate the version, and achieve the conversion of different models, styles and fabrics of the same product, as well as the flexible matching of different data, specifications and elements on the pipeline.

In 2015, red collar proposed a new business model SDE.

SDE first is a set of industrial customization pformation solutions.

To provide "Internet + industry" solutions for traditional manufacturing enterprises to help them to flexibly and customize their own products.

"It can be seen that manufacturers, especially producers of consumer goods, can only output better solutions after accumulating big data from consumers."

Cai Ying told reporters.

Golden Monkey Group has realized the importance of big data.

According to the head of the business, thanks to the cooperation between the golden monkey and the military, we have experienced the experience of making shoes for soldiers. At present, golden monkeys have accumulated millions of foot data.

Next, golden monkey should grab the big data in the market.

"Without the support of big data, the production and marketing of enterprises are like blind men."

Chen Juntao, Secretary General of Ningbo Information Technology Promotion Association, has publicly stated that traditional manufacturing is changing to intelligent manufacturing. The main goal is to achieve all-round intelligence from products, production processes, to enterprise operation, management and service. It is a kind of production oriented with demand oriented individuation. The realization of this goal needs to rely on big data driving.

The market will force enterprises to subvert themselves.

In Cai Ying's view, at present, most Chinese manufacturing enterprises are in a state of sub-health for a long time, showing "three high" - high delivery time, high inventory and high cost.

Such enterprises at any time have the risk of stroke or myocardial infarction, at any time may be eliminated by market competition.

But customization is different, every order is different, the process is different, how many kinds of products are produced at the same time, how to track orders? How can thousands of materials be accurately supplied to the production line?

Cai Ying thinks that upgrading from traditional management mode to C2M mode is a revolution to upgrade traditional industries.

Unlike the simplification of previous production systems, customization will force factory management to become more and more complex.

The business mode, strategic concept, organizational structure, process system, production process and supply chain system of enterprises need to be rebuilt.

"Because of the uncertainty of individual production, the factory needs intelligent distributed system, and it can automatically respond and respond quickly to different systems."

"Enterprises all over the world are the same, the original structure is in series -- the market research is handed over to the development department, the development department is handed over to the production department, and the production department is produced and handed over to the sales department.

This process is called Waterfall development, which falls down like a cascade of waterfalls.

Now requires parallel, R & D, sales, suppliers are together to create user needs together.

Zhang Ruimin said.

"This series of inputs will be relatively large, and we need a complete set of smart factory solutions."

Cai Ying said.

The red collar group spent 12 years, invested 260 million yuan, experimented on more than 3000 people's factories, and researched and integrated about 2200000 people's version data.

As a centenary brand old motor enterprise Harley motor, in order to produce personalized cars.

The factory has been reduced from 140 thousand square feet to 60 thousand square automated and modern production lines with a 50% reduction in staff.

More importantly, the existing production line has applied Internet of things technology and sensor technology on a large scale.

Cai Ying believes that most enterprises can not carry out a one-time investment in a big way, disruptive reform, more often, one side of the original production mode, the other side to build another customized production line, gradually pushed by the market, and gradually improve.