From the perspective of product customization: spiritual utopia of the adult world

Intentionally or unintentionally, the customized products we are familiar with seem to jump out of the conventional pricing range. From high priced customized sneakers to sophisticated brand co branding, the price has jumped several times higher than the market price, which points the main force of consumption to the adult group. A group of adults who have gained certain social status, have a solid economic foundation, and are not stingy in recalling the past.

Product customization is undoubtedly counter efficient in this era of consumption upgrading and proliferation of FMCG. Just like high-end customized luxury goods are fond of manual sewing, the energy invested in the R&D of customized products often shows the brand's originality: regardless of the degree of fit between brands, the mold opening costs behind the exclusive design of customized products will eventually be reflected in the price. But the paradox is that the high premium of finished products will also become a part of the product customization process, and become the evidence of its popularity and quality.

From low-end to high-end, customization is both business and emotion

Objectively speaking, the definition of product customization or customized marketing is very broad, which is consistent with our cognition in daily life. It is also a low-cost "customization" to print the brand logo and portraits of classic characters on the exterior.

However, this kind of attraction achieved through simple visual stimulation is always limited and cannot support the high brand premium. Everywhere, we can see the design, lightweight design and low profit single unit selling price aimed at arousing users' "girlish heart" or "childlike innocence", which is more like a kind of marketing method of constant flow. Such products will be welcomed by many consumers by virtue of their personalized attributes, or the cost performance ratio itself.

It is not that there is no higher level of customization, the packaging is more careful, and the color matching is also quite particular, but it is still criticized as "shell changing is the foundation". In fact, it is difficult to question its sincerity, because the copyright authorization and publicity costs of customized products are unavoidable expenses before the product is sold. Under the pressure of revenue and product cycle and many other restrictions, each process of customized planning is dancing with shackles, and at the end, it is pasted with a highly recognizable lead character stamp, which everyone knows and enjoys.

Technology is based on shell exchange

However, there are exceptions to everything. Uniqlo xKAWS's co branded surroundings are popular with the public. Simple T-shirts will also be snapped up and become hard currency in the hands of scalpers. This extends product customization to the field of brand IP co branding. The customization cooperation on this scale, based on the added value of IP, directly creates the product into a cultural symbol that is convenient for social communication, and the concept of in-depth customization is ready to emerge.

Why is it printed with "Coca Cola Can the value of the product marked "superpime" be doubled? Why is cross-border cooperation of brands necessary for both parties even if it is "steady loss and no profit"?

For the brand side, the deeper meaning of customized co branding is "going out of the circle". Break through the original audience groups of the brand, and form a communication effect in the social network, so as to enhance the influence of the brand and be discussed in a broader field; Or it is enough to improve the inherent impression of the brand. Such benefits can not be quantified, but the high-end brand image needs these "long-term" insistence.

As a consumer sandwiched between IP and products, it is naturally the sincerity of brand customization that counts, which is the final factor affecting purchase. As long as the products are polished and the feelings are "right", and the young and middle-aged people who are short of money are better than those who ask for pocket money in their youth, they will certainly be supported by real money.

How to win and win seats? Product performance will not deceive people

Speaking of the OPPOAce2 EVA Limited Edition, which is gaining momentum recently, from the Lancinus gun shaped pin on the earlier invitation letter to mobile phone The insert plug packaging box of the body, the color matching design and UI theme of the restoration body, and the full set of customized peripherals including customized watches, OPPOAce2 EVA Limited Edition has a sense of ritual, which is unmatched by others.

EVA (New Century Gospel Warrior), as the first animation in the 1990s, is famous for its grand narrative of human destiny. Although many people "enter the pit" because of their beautiful girls, mechanical aesthetic bodies or cool fighting scenes, the interpretation of war and religious disputes in the work is also profound. This is a work that breaks the prejudice of "animation is exclusive to children". The epic fame gives people a spiritual impact, and the battle between the protagonist and the mysterious enemy "Apostle" is a detail worthy of repeated chewing.

Back to OPPO, the last customization discussion of this magnitude was also traced back to the limited edition of RenoAce. It can be said that the last customization accumulated experience for OPPO. So we can see that this customization covers everything from packaging to surrounding.

More importantly, through this customized version, the public saw OPPO's sincerity for "making mobile phones", even in the form of loss. According to insiders. Special production processes, molds and even production lines for customized color matching; IP license, music, original film and other content copyright royalties; The publicity budget and labor cost invested in the communication process are at least tens of millions.

The limited edition of OPPO Ace2EVA shows its scarcity by selling a limited number of 10000 units, and adopts the same price as the ordinary edition, without price increase. Considering the iteration speed of today's mobile phone products and the consistent pricing style of Ace product line, you have to say that OPPOAce2EVA Limited Edition not only gains feelings, but also gains public praise. This OPPO co branded mobile phone may be the most deeply customized mobile phone in the Chinese market in 2020. It is reported that the deeply customized UI will also be launched in the future to meet the customization needs of heavy fans.

The second half of the crossover between customized and limited products has just begun

On the way of customizing co branding, there are high-end, high end animation like Lamborghini, or Glory of Kings The game of the Avengers and the movie of the Avengers Alliance and many other elements are involved. However, in the near future, few products can reach the heavy IP like OPPOAce2 EVA Limited Edition, and gain such a level of discussion.

At the same time, considering the product itself, cost performance may be a sound marketing method, but throughout those customized works that have become classic like masterpieces, high premium is also one of their common points. Customization is a niche and unique market segment, which is an individual consumption demand that cannot be reached by material consumption. From the perspective of providing users with more extreme product details, customized products contain exquisite technology The idea of ID, as well as the difficulty of its realization, need high prices to support it.

What's more, customized products are bound to face core fan groups. The product itself will be spread among the group as a social symbol to highlight the difference of owner's taste. From this perspective, there is no high premium for customization, and users can enjoy implicit "benefits" from it. For the co branding and cross-border of brands, the second half of brand assignment can only be opened by clearly explaining the meaning of the high price of customized products.

epilogue

In February 2020, the voice of the hero of New Century Evangelical Soldier New Theater Version: End, Shinji Ikari, Fang Huimei, revealed that the dubbing work of the whole film had ended, and the film was finalized in Japan on June 27. Although the release may have been delayed due to the epidemic, the OPPOAce2 EVA limited version, which was launched in advance, has made a good start for the end of legendary animation.

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