"Reverse customization" has gradually become a new trend in e-commerce

For many motorcycle enthusiasts, Harley is not just a motorcycle brand, but a symbol of freedom, individuality and a unique way of making bikes. To meet the diverse needs, Harley-Davidson manufacturers can now customize to customers on the e-commerce platform, freely assemble 1,200 parts, and speed up production from 21 days to six hours to build a motorcycle. Industry insiders pointed out that in recent years, the caller platform to power C2M (consumer direct connection factory) mode, "on demand" reverse customization gradually popular.

Let user requirements direct to the factory

Recently, some elderly people have encountered difficulties in using intelligent technology, which has aroused social concern. JD has worked with ZTE to reverse customize 5G smartphones for elders according to market demand, providing one-stop smart living solutions for elders who cannot skillfully use smartphones, such as entertainment, study and travel.

"ZTE has custom-designed the hardware and software for the elderly on the basis of the universal 5G smartphone, which can help the elderly to bridge the digital divide." According to Wang Yi, vice president of ZTE and general manager of the Blade product line, "For example, set up the family assistant function. Children can download apps, set up address book and set emergency contacts for the elderly through the remote assistance function. We also cooperated with JD Health to provide services such as rapid consultation and online medicine delivery for the elderly."

"The Internet of Chinese manufacturing industry C2M electricity industry research report, according to a reverse custom pattern and make the distance closer to the consumer end, make the manufacturing with the consumer perspective, can better meet the product design and production, at the same time driven by demand for personalized, factory automation and flexible ability get promoted, through direct to remove excess capacity in the circulation, will return to the consumer end value.

Take the traditional clothing industry as an example, the model of traditional clothing enterprises involves many links. From the goods being produced by manufacturers to the goods being received by consumers, it not only needs to pass through dealers and brand owners, but also involves storage, premium, logistics and other links. Through self-customization, users can realize the whole process of clothing customization online, select the fabric, collar type, cuff, pocket, plate type and other style information, and then input the height and weight data, and realize the delivery of the garment within 7 to 10 working days after the successful order. "Less circulation link in the middle, the price is much cheaper, it can be said that the price is cheap." Experienced clothing customization of consumers so evaluation.

There is great potential for supply on demand

In order to meet the needs of many consumers for personalized customization and cost-effective products, e-commerce platforms have laid out reverse customization mode: consumers can place orders through e-commerce platforms, and manufacturers can receive customers' personalized orders, and then design, purchase, produce and deliver goods according to the needs.

"Esports with fish screen" is a model of reverse customization mode. Tilted fish screen is to point to the long and wide ratio in about 21∶9 liquid crystal display, is the game enthusiasts at present scramble to buy "artifact". But many consumers suffer from high prices, buying enthusiasm is not high. Through the efficiency optimization of the whole chain, JD participated in the customization of the ribbon fish screen, which not only brought a price discount of nearly 50% to consumers, but also increased the gross profit margin of panel manufacturers, OEM manufacturers and brand parties by 20%.

It is reported that with the support of technical capabilities, JD's reverse customization system can shorten the launch cycle of new products in cooperation with JD by more than 80%. "Reverse customization, as a development trend of the future supply chain, will bring huge and subversive changes to both the industrial manufacturing supply chain and the retail supply chain, and this change will be irreversible, and will greatly improve the operation efficiency of the whole society. Lin Chen, vice president of JD Group, said, "The reverse customization industry will maintain a high compound growth rate in the next four years and will reach the trillion-yuan level in 2022."

Industry insiders pointed out that the Covid-19 outbreak has given people more time to browse e-commerce platforms, increased the demand for customization, and accelerated the process of digital transformation of enterprises. With the deepening of digitization, the reverse customization model shows more and more vitality. "The era of customized and flexible supply guided by precise demand has arrived." "Said Li Mingtao, chief expert of China International Electronic Commerce Center.