Freshly released selfies, popular words on the Internet…Just provide a picture to the business, and you can customize your own personalized products. Nowadays, customized consumption is becoming more and more popular. Behind this lies the increasingly personalized consumer needs of consumers and the convenience provided by the Internet to meet diverse needs.
“Customization with pictures” is becoming more and more popular
Search for “customization with pictures” on the e-commerce platform, and you will find a “new world“: T-shirts, mobile phone cases, earphone boxes, canvas bags, mugs, pillows, stones, keychains, dolls, lights… Only you Unexpected patterns and styles, no products that cannot be customized.
Xiao Li, a student of Renmin University of China, has a “custom-made” cultural shirt, which is specially customized by the Hubei fellow of the National People’s University. Xiao Li said that at first, everyone chatted in the group, which produced a lot of interesting “stalks”, such as “premature” (meaning eating breakfast) in Hubei dialect. Later, some students made pictures of these elements, and everyone wanted to print them. To the clothes. “After the t-shirt is made, everyone wears it together. It feels very cool!” Xiao Li said.
Nowadays, consumers refuse to be the same and are more and more willing to pay for their individuality, especially the “post-90s” and “post-00s” groups have become the backbone of consumption. They present individualized and diversified product requirements, and are willing to pay a premium for product design and features.
In the past year, consumers who advocate individual expression have bought a new tens of billions of market on Taobao: customized pictures. According to Zhang Rui, head of Taobao’s corporate services, on Taobao, there are more than 100,000 Taobao sellers specializing in customized maps and 10 million online products. “Even niche needs such as customizing patterns for mobile phone data lines are There are sellers who can satisfy.”
Generally speaking, buyers of “customized plans” services fall into two categories: small and medium-sized enterprises and individual consumers. Nodes such as start of construction, team building, annual meeting, etc. are often the peak period for SME customization. And every important day such as graduation, birthday, marriage, etc., consumers often have a strong demand for customized commemorative goods for a sense of ceremony.
Consumers favor “deep customization”
It is understood that in addition to small daily objects such as mugs, desk calendars, and pillows, customized consumer products also involve clothing, wedding planning, automobiles, home decoration and many other fields. Consumers’ needs have gradually changed from “shallow customization” to “deep customization”. custom made”.
On the clothing customization platform, users can customize clothing throughout the entire online process: first select style information such as fabrics, collars, cuffs, pockets, patterns, etc., and then enter the height and weight data, self-customize, and 15 working days after the order is successfully placed You can receive ready-to-wear garments within. “Seeing the favorite clothes I participated in the design, it is very fulfilling. And it fits very well and is very comfortable to wear.” Consumers who have experienced clothing customization commented this way.
Taobao Store “Cross Cloud Arrow Professional Group Clothes Customization” is a 14-year-old shop that provides clothing customization. Its person in charge, Wang Hang, observed, “In the past, buyers mostly chose conventional typesetting and custom patterns were simple. Now they have more ideas. , Tends to communicate with the designer many times to enhance the design sense and uniqueness of the work.”
Correspondingly, consumers are also more willing to pay for the “deep customization” premium. On the e-commerce platform, the reporter found that a mobile phone case “customized to pictures” is priced at 128 yuan and has monthly sales of more than 300. Wang Hang said that the customized unit price of his shop has also increased from the original more than ten yuan to more than one hundred yuan. In 2020, the turnover of the shop will exceed 13 million yuan.
Consumers’ high requirements for “deep customization” have also driven sellers’ service upgrades. Wang Hang said that just looking at the clothing customization business, it was enough to sell 10 styles a year before, but now we have to keep on offering new styles, offering new colors, styles, fabrics, etc., and we can get hundreds of new styles a year. In addition, in order to achieve better customized craftsmanship, shops also need to introduce more designers and advanced manufacturing equipment.
Merchants launch reverse customization
On the demand side, personalized customized consumption has become a trend that cannot be ignored, so on the supply side, a matching production mode is inevitable. This new business model that better meets the individual needs of consumers is the C2M (User Direct Manufacturing) reverse customization model.
According to industry insiders, the core of the C2M model is to “read” consumer needs from big data, and then find manufacturers to design and produce. By constructing “very short links”, removing intermediate links such as inventory, logistics, and distribution, manufacturers can use Minimize “trial and error cost”, supply a variety of “explosive models” to the market, while allowing a large number of users to buy the products they need.
Many domestic production companies have begun to set up C2M business units, “C2M smart factories”, etc., and more companies are accelerating the deployment of C2M reverse customization to empower upstream industries, develop flexible manufacturing, and meet consumers’ individualized and diversified consumer needs .
For example, the newly launched Fuguang Rainbow Whale Children’s Straw Cup is an exclusive product jointly created by Fuguang and JD for children and young ladies. The cute whale shape, rich color matching, and safe and healthy materials make this cup a dazzling sales performance as soon as it goes online.
Online consumer market trend reports released by some e-commerce platforms point out that C2M reverse customization is becoming a new trend in online consumption. Nowadays, people can find many C2M products at reasonable prices in Taobao’s “Taobao Xinxuan”, Xiaomi Mall’s “Mijia Youpin”, JD.com’s “Jingtokyo Manufacturing”, and Suning Tesco’s “Suning Jiwu”. IResearch predicts that by 2022, the C2M industry scale will reach the trillion-yuan market level.
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(Editor in charge: Sun Dan)