In recent years, China's service industry has developed rapidly. In 2013, the proportion of added value of China's service industry exceeded that of the second industry for the first time and became the first industry. In 2015, the proportion of added value of service industry exceeded 50% for the first time, which was 10 percentage points higher than that of the second industry. In 2016, the proportion reached 51.6%. The rapid growth of service industry is also the demand of domestic consumers for improving the quality of life. In McKinsey's China consumer survey report, it is clearly pointed out that compared with the consumption habits of Chinese consumers in 2012, Chinese consumers' spending on quality of life and experience, such as spa, tourism, leisure and entertainment, has increased significantly in 2015. What is the impact of the development of service industry on shoe enterprises? How can shoe companies provide consumers with better service?

The influence of the development of service industry on shoe enterprises
With the continuous improvement of living standards, the needs of consumers are also changing. The growth of service industry also shows that domestic consumers have begun to pursue respect and self realization, just as described in human motivation theory. However, at present, the interaction between shoe enterprises and consumers is mostly between consumers going to online stores or in store shopping and waiters Simple communication and purchase are terminated. Therefore, consumers usually cannot feel respect or self realization when purchasing footwear products, but in fact, the end of a service does not mean the end of consumers' purchase of shoes. As Gu Weiming, general manager of Shuangchi intelligent, said: "at present, the consumer service industry has accounted for 50% of GDP, and the proportion of service industry will be higher and higher. Consumers only buy shoes Son? He wants to participate in marathons and go outdoor tourism, which are the service revenue after shoes. For shoe companies, whether they have the ability to share this dividend is one of the keys to future profits. How to establish effective connections with users within the product life cycle is the key to whether they can continuously serve customers and share this dividend. "
How to continuously serve customers
One of the most important points to be able to provide continuous service to consumers is data collection, which is called "know yourself and know your enemy, and there will be no danger in a hundred battles." Only by collecting the data of consumers can we accurately understand the habits and preferences of consumers, so as to understand the needs of consumers. In order to collect the data of consumers, it is very important to intelligentize the shoes. "If there is no way to obtain the needs of users in time, the service revenue will not be able to talk about, which depends on the collection of big data, such as when customers often use shoes after purchase, where they use them, the terrain of the place of use and so on, all of which will design the shoes , R & D and production will bring great impact. It will change the original inventory mode and blind production mode, which need to be realized through intelligent footwear products ". In fact, smart wear has not been a new thing for a long time. It has been five years since the development of smart wear in 2012, and the whole industry is becoming more and more mature. Although the smart wear industry has encountered a cold wave at this stage, and the shipment volume has declined, the domestic smart wear industry is still growing steadily. According to the intelligence research and consultation survey of domestic research institutions, the market scale of smart wear equipment in 2015 reached 107.9 It will grow to 18.55 billion yuan in 2016 and 26.68 billion yuan in 2017. Although the mainstream of smart wear market is still smart watch and smart bracelet, according to IDC's prediction, smart shoes are expected to become the rising star in the next five years to gradually expand its market share.

Overview of smart shoes in China
In recent years, the popularity of domestic smart shoe industry has increased step by step. With the increasing demand of consumers, traditional shoe companies are flourishing, and many smart shoe brands are flooding into the market. Li Ning, 361 °, Shuangchi, Anta, etc. have all launched their own smart shoes products. Once Li Ning's smart shoes were launched, their sales volume was not bad. The first smart running shoes sold more than 700000 pairs in just a few months; 361 ° and Baidu, one of the three giants of bat in China, "marriage", launched children's smart shoes, and established a "big data innovation laboratory" to jointly research and manage the real users Data, R & D and production of digital shoes products based on user needs; Shuangchi intelligence, a subsidiary of Shuangchi, President of Putian Footwear Association, successfully built the first public service platform of Shuangchi intelligent shoes covering the whole industrial chain in the field of intelligent shoes to realize product incubation, scheme distribution, whole shoe production and sales, and cooperated in the R & D of more than 30 sets of intelligent shoes schemes, including independently developed children's intelligence The shoes won the "best of the best" award of German industrial design. At the same time, the Research Center for foot shape big data and personalized customization was jointly established with the Chinese Academy of Sciences, and the "Chinese foot shape database" was successfully built. Through the big data, users' foot data and pressure value were understood, and the most appropriate shoes and orthotic insoles were recommended, so as to eliminate health risks.
"The trend of intelligent footwear is irreversible. All high-tech companies are talking about the interconnection of everything. Only when they are interconnected can they have big data. Only when their products are intelligent can they drive the connection between production and users to change the existing traditional production mode. " As Gu Weiming said, today, big data and smart shoes have become the fulcrum of transformation and upgrading of traditional shoe enterprises.
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