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Adidas Makes Consumers Participate In Designing Shoes.

2010/9/14 11:09:00 102

September 14th, "good.

market

The effect has enabled Adidas to increase its horsepower operation.

Each pair of shoes will face such danger at the beginning of design and development: after more than a year's design and manufacturing process,

market

It may have changed, and changeable consumers no longer favour the time.

Popular

Elements and styles.

Although the manufacturing process is very efficient now, we still need to improve other aspects of the process. "

Adidas

Group honor CIO (Chief Information Officer) Peter Barros said.

Pitt is trying to use the Internet to interact with consumers, trying to create reverse information flow from terminal consumption links, helping designers and developers to understand the market more accurately.

Two years ago, Peter made an interesting experiment. He used some open source software to conduct user attitude analysis by observing the comments made by young users in his blog and in SNS community for some products.

In Germany, he collaborated with some PhD students to study the reactions of the British and German markets to Adidas and Nike's upcoming soccer shoes.

Pitt's project team selected three pairs of shoes from Adidas and Nike to observe the results of the two groups.

In tracking consumer attitudes toward product reviews, Peter found that blog posts and community commentaries are on the increase, which enabled Adidas to predict the sales of products before the production.

At the same time, Adidas has also estimated the key popular elements, such as which products have the most fans and which young users who can attract other brands.

"When you see a concept, that is, manufacturers communicate with 2000 consumers in product design, so as to know what people like, and then design production, so that they have more advantages in terms of price and product, and the success rate is even higher."

Peter said.

In fact, for Adidas's R & D personnel, in addition to the interaction between SNS and consumers, they often exchange views with each other in the SNS community of engineers established by PTC.

Pete is also interested in community based R & D products that will be launched by the end of PTC. This 2 type R & D will stimulate more creativity and achieve more experience sharing in the collaborative development process.

At the same time, it will also accelerate the process reengineering of Adidas.