Unimpeded production and sales docking to meet individual needs

  Customized consumption makes the matching of supply and demand more accurate (consumption window focusing on new consumption scenarios)

  Our reporter Qi Zhiming Song Haoxin

  General Secretary Xi Jinping emphasized: "Establish and improve a long-term mechanism for expanding residents' consumption, so that residents can consume with a stable income, dare to consume without worries, and have a good consumption environment and a strong sense of gain."

  The Central Economic Work Conference puts forward: "The recovery and expansion of consumption should be given priority. Consumption capacity should be enhanced, consumption conditions should be improved, and consumption scenarios should be innovated."

  Participate in the design of shoes and clothing, one-stop home improvement services, customized tourism products... Nowadays, more and more customized products and services make people's consumption more satisfactory.

Customized consumption is becoming more and more popular, the consumption scenarios are more diverse, and the market scale is constantly expanding. This reflects the individuation, diversification, and quality of people's consumption needs under the wave of consumption upgrades. It also reflects that production and distribution companies are accelerating digital transformation and innovative business. The model makes the matching of supply and demand more accurate.

  Wide variety of scenarios

  Customized consumption penetrates into all aspects of daily life, and personalized customization has become a trend

  In the intelligent shoe factory store of Shuangchi Industrial Co., Ltd. in Putian City, Fujian Province, consumers can obtain foot length, foot width, and More than 50 foot characteristics and health data such as Gonggao, and recommended suitable shoes.

The device is also equipped with a personalized customization port. Consumers can choose their favorite colors, patterns, signatures, etc. to customize their own exclusive shoes.

After placing an order with one click, the data is immediately transmitted to the factory's central control system, and production begins immediately. It only takes two hours at the fastest, and a pair of "shoes that know feet best" will come out.

  Under the trend of quality consumption, more consumers are interested in the aesthetic style, design concept, cultural taste, etc. of products, and customized services are meeting the needs of consumers.

  Consumption is the "ballast stone" for the stable operation of the economy.

Experts say that the younger generation of consumers are more inclined to use "customization" to express themselves, and are willing to pay for individuality and characteristics.

Customized consumption is a new type of consumption that accurately meets the personalized and diversified needs of consumers and promotes the efficient matching of supply and demand.

This consumption pattern is based on the widespread application of new technologies, which is not only conducive to improving consumer welfare, but also conducive to the realization of efficient supply.

Cultivate new types of consumption such as customization, experience, intelligence, and fashion, and develop green and healthy consumption, which can better meet people's needs for a better life.

  Personalization is becoming more and more popular.

The reporter searched for "customization" on a life service platform and found that from the customization of products such as cakes, flowers, dresses, and home furnishing to the customization of services such as hairstyles, wedding banquets, group building, and birthday parties, customized consumption has penetrated into all aspects of daily life such as basic necessities of life.

  Customized clothing, more intimate clothing.

The Hehuachi Market in Chengdu City, Sichuan Province, once an old wholesale market, now has a "new business card" as a high-end customization center in western China, attracting many cutting-edge designers to settle in, and there are 14 million kinds of fabrics for consumers to choose from around the world.

The center has created a number of themed scenes, in addition to the national style customized scenes of piano, chess, calligraphy, painting and tea, there are also multiple spaces such as the fashionable "Sen Department" space that integrates modern art, the oriental aesthetic space that showcases intangible cultural heritage, and the 3D intelligent clothing experience space. , to provide consumers with a diverse, novel, fashionable and characteristic consumption experience, attracting many consumers to "check in".

  Customized home decoration, live more comfortably.

He Xiaogang and his wife, who work in the Beijing Economic and Technological Development Zone, recently chose a decoration company for one-stop customized home improvement services. They converted an 80-square-meter one-bedroom apartment into a three-bedroom apartment with a children's room, an elderly room, and a master bedroom. Effectively improve the comfort and aesthetics of the living space.

Experts said that as the post-80s and post-90s became the main consumers in the home improvement market, their requirements for the quality and experience of home improvement services continued to rise, and personalized, one-stop customized home improvement services became the choice of more and more people.

  Reduce costs and increase efficiency based on demand

  Dig deep into consumption data, "read" consumer needs and preferences, and improve product market recognition

  In the production workshop of an electronics company in Dongguan City, Guangdong Province, the staff is putting semi-finished "clear water shells" on the spraying equipment. When the machine starts, various colored drawings are "printed" on the back of the mobile phone shell. A machine Different patterns can be printed at the same time.

With the help of the C2M (customer-to-manufacturing) reverse customization model, the supply of mobile phone cases is in short supply after it goes on the market.

  This is also a major upgrade in the production, sales and logistics of mobile phone cases.

After the customized mobile phone case is produced, it will be wrapped in the warehouse immediately and sent to consumers all over the country. The logistics time is 5 hours higher than that of ordinary manufacturers, and the average logistics cost is reduced by 15%.

  In April last year, the "Opinions on Further Unleashing Consumption Potential and Promoting Consumption Sustained Recovery" issued by the General Office of the State Council proposed to unblock the production and sales connection between manufacturing enterprises and Internet platforms and commercial circulation enterprises, and encourage the development of reverse customization (C2M) and personalized design, Flexible production.

At present, many business entities are speeding up the layout of new fields such as reverse customization, digging deep into consumption data, promoting the transformation of production methods, innovating supply chain models, and achieving precise matching of supply and demand.

  Industry insiders pointed out that the advantage of the new production and sales model is that it can "read" the needs and preferences of consumers from big data, and merchants can realize on-demand customization and improve product market acceptance; at the same time, it can reduce distribution and other intermediate circulation links and reduce cost and improve the cost performance of products.

An e-commerce platform has joined forces with more than 2,000 brands to achieve reverse customization cooperation, helping to shorten the launch cycle of new products by 67%, achieving the goals of creating explosive products, boosting the digital upgrade of physical enterprises, and helping industries reduce costs and increase efficiency.

  With the help of customized new production and sales methods, more products that meet consumer preferences and needs will enter people's lives, stimulating new momentum for expanding domestic demand.

Some manufacturing companies specialize in the production of chairs that meet the waist protection needs of working groups, setting multiple adjustments, and installing hidden foot rests; services to help the elderly share the digital age; some food companies have developed nourishing products that suit the tastes of young people, opening up new market segments.

  Multi-party joint efforts to optimize the environment

  Create a smart supply chain, improve after-sales service, and promote the high-quality development of customized consumption

  "Starry sky cabin, farming cultural experience, parent-child clay sculpture handicraft courses...the customized experience items launched here are all great, and our whole family had a great time." Li Lingjuan, who participated in parent-child research, praised.

  Recently, various scenic spots in Nanjiang County have closely followed the needs of tourists and launched a series of customized tourism products focusing on characteristic homestays and parent-child studies, which have been welcomed by many tourists.

In order to innovate cultural and tourism products and stimulate consumption potential, local cultural and tourism enterprises aim at the customized consumer market, integrate online and offline channels, and unimpeded the docking of production and sales. The market responded favorably.

  In the era of digital economy, how to further promote the high-quality development of customized consumption?

  Industry insiders said that upstream and downstream enterprises in the customized economic supply chain should strengthen digital transformation, continuously improve new infrastructure such as big data, cloud computing, Internet of Things, and smart terminals, and strengthen information sharing and resource interoperability around procurement, production, and circulation. Form a digital system that connects consumers, products, services, marketing, channels, and logistics to improve underlying system capabilities, smart supply chain capabilities, and user operation capabilities, and promote more accurate supply-demand matching.

  The relevant person in charge of the China Consumers Association stated that some services, rules, standards and other issues in customized consumption need to be further improved.

For example, in the after-sales maintenance and other links, it is more difficult to return and exchange customized products. If there are quality problems and repairs are required, it may be difficult for the supply and demand sides to reach an agreement due to high costs.

Another example is that the billing rules for some customized goods or services are not transparent, which affects consumers' right to know.

  To better develop customized consumption requires the joint efforts of multiple parties.

Experts from the China Consumers Association suggest further optimizing the industrial development environment, supporting industry associations to improve the pricing rules for customized products, and supporting consumer associations to improve the relevant regulations on after-sales service guarantees for customized consumers to protect the legitimate rights and interests of consumers.

In addition, guide relevant enterprises to pay more attention to the demand characteristics of customized consumption matching, provide products and services that are more in line with market demand, and add color to a better life.

(People's Daily)