{"id":4169,"date":"2017-08-28T14:13:53","date_gmt":"2017-08-28T14:13:53","guid":{"rendered":"https:\/\/get3dsmart.com\/Stagingsite\/\/\/?p=4169"},"modified":"2017-10-27T14:07:57","modified_gmt":"2017-10-27T14:07:57","slug":"3d-printings-revolutionary-infrastructure","status":"publish","type":"post","link":"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/","title":{"rendered":"Who Will Own 3D Printing&#8217;s Revolutionary Infrastructure?"},"content":{"rendered":"<p><iframe loading=\"lazy\" title=\"Who Will Build 3D Printing&#039;s Revolutionary Infrastructure?\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/3V0hFl4Txd8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Revolutionary infrastructure will be needed to drive the sale of 3D printed consumer products. But, who will build it? Brands or retailers?<\/span><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">I might have been wrong about retail. A few years ago, I was convinced that eventually, a large chunk of 3D printing would happen in stores. McKinsey research at the time suggested that by 2025, 5-10% of consumer products could eventually be 3D printed. Retailers had the product expertise and proximity to the customer. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It could have allowed them to own the intersection of digital and physical.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But for many reasons, retail is broken. Brands have taken notice, and now they\u2019re bypassing retailers in favor of a direct-to-consumer (DTC) model.<\/span><\/p>\n<h4><b>Brands and Retail<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">In the past, brands were more comfortable with risk, knowing that if they invested enough, their product had a good chance of being successful.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They spotted trends and used merchandising data to forecast demand. Then they\u2019d buy product in bulk. They spent big bucks on packaging, displays and other in-store advertising. Then they invested even more, buying TV and radio ads to build brand awareness, while also investing in cooperative advertising to help align their brand with specific retailers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When the market went digital, eCommerce changed the way brands marketed themselves. But it really didn\u2019t reduce the investment they made to drive sales of their products. Instead of displays and signage, they spent money on copywriting, product photography and everything else it took to create compelling product listings. Then, instead of spending money to drive traffic to stores, they spent it driving customers to other people\u2019s websites.<\/span><\/p>\n<h4><b>Private Label<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">While all of this was going on, retailers were busy developing their own private label alternatives. Tool companies like Dewalt and Black &amp; Decker found themselves competing with Craftsman. Office supply companies like Avery Dennison found themselves competing with Staples house brand. In grocery, consumer packaged goods companies were competing with Walmart\u2019s Great Value.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By 2013, private label brands had taken a major chunk of retail <\/span><a href=\"https:\/\/www.statista.com\/statistics\/244903\/market-share-of-private-label-brands-worldwide-by-selected-country\/\"><span style=\"font-weight: 400;\">sales<\/span><\/a><span style=\"font-weight: 400;\">. In food and beverage they made up 18% of the U.S. market. In countries like Switzerland, Spain and the UK, they accounted for over 40% of sales in their respective categories. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The proliferation of private label brands isn\u2019t slowing down. In 2016, total annual sales of store brands across supermarkets, drugstores and mass merchants grew to $118.4 billion, an all-time record according to Nielsen.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At Cincinnati based Kroger, private brand operations now <\/span><a href=\"http:\/\/www.cincinnati.com\/story\/money\/2017\/07\/27\/kroger-gins-up-own-goods-win-thrifty-consumers\/472740001\/\"><span style=\"font-weight: 400;\">account<\/span><\/a><span style=\"font-weight: 400;\"> for almost $23 billion &#8211; more than 25% of total grocery sales (excluding fuel and pharmacy) \u2013 which is an increase of nearly 50% since 2012.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s not just brick-and-mortar either. A recent Quartz <\/span><a href=\"https:\/\/qz.com\/1039381\/amazon-owns-a-whole-collection-of-secret-brands\/\"><span style=\"font-weight: 400;\">article<\/span><\/a><span style=\"font-weight: 400;\"> identified at least 19 different brands that are owned by Amazon. They offer products in many different categories, including clothing, shoes, baby care, tech accessories, tools, and yes, even <strong>spare parts<\/strong>.<\/span><\/p>\n<h4><b>Impact on Brands<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">So brands make a massive investment in getting their products to market and their retail partners reward them by developing a competing private label brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One can see why brands might take offense. But what to do?<\/span><\/p>\n<h4><b>Direct-To-Consumer<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Brands in many different product categories are beginning to sell directly to consumers. In the online world, new technology makes it easier than ever before.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider the automaker Tesla. Since it\u2019s inception, Tesla has bypassed the traditional dealer network used by practically every other car company. Instead, their customers order online and visit company owned service centers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Or what about Dollar Shave? They\u2019ve removed the friction from buying razors in-store, by selling them online. Are they necessarily better? Or just more convenient?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then there\u2019s <\/span><a href=\"https:\/\/www-yahoo-com.cdn.ampproject.org\/c\/s\/www.yahoo.com\/amphtml\/finance\/news\/german-bike-company-turn-entire-industry-head-130422579.html\"><span style=\"font-weight: 400;\">Canyon<\/span><\/a><span style=\"font-weight: 400;\"> bicycles. At the higher end, the bicycle industry has been dominated by names like Specialized, Cannondale, Trek and Giant. All of them sell their products through bike stores and other dealers. Since its founding in 2002 Canyon has only sold online, direct to consumers. They\u2019re able to sell a comparable bike for about 25% less than their competition.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Makes a lot of sense when you think about it. Bikes are bulky, big-ticket items, and it\u2019s difficult for any shop to carry every product a manufacturer sells. Online, the company can not only sell all of its SKU\u2019s, it can also provide other information like reviews, research and product photography.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the 1960\u2019s Schwinn announced they would no longer sell through distributors, instead selling directly to bike shops. Canyon USA President, Blair Clark noted that DTC is the \u201cnext frontier.\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the article linked above, he noted that:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cThe consumer is driving this change across all industries, whether it\u2019s razors or buying your coffee, or now Amazon purchasing Whole foods, or Zappos and shoes. So we are, I think, hitting the market in terms of timing that\u2019s very ideal from the standpoint that a consumer is ready to purchase a bike online.\u201d<\/span><\/p><\/blockquote>\n<h4><b>Established Brands Also Going DTC<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">It&#8217;s not just startups. Even established consumer goods companies are putting more effort towards the direct-to-consumer model. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Last year, between its retail stores and online presence, DTC made up nearly 25% of Nike\u2019s sales. In June, the company <\/span><a href=\"http:\/\/news.nike.com\/news\/nike-consumer-direct-offense\"><span style=\"font-weight: 400;\">announced<\/span><\/a><span style=\"font-weight: 400;\"> its <strong>Direct to Consumer Offense<\/strong>. With it, they are hoping to hit a \u201ctriple double.\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nike wants to increase innovation, speed, and direct connections with consumers &#8211; all by double. Their goals are to focus on core categories (running, basketball, training, etc.) while cutting product development cycles in half. They\u2019re also aligning their eCommerce, \u00a0physical stores and digital products under one team to enhance and expand Nike\u2019s \u201cmembership experience.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They\u2019re not alone. Earlier this year, golf brand Ben Hogan voluntarily filed for bankruptcy. The intention was to \u201chit the reset button\u201d while the company revamped its strategy. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just this month the company <\/span><a href=\"https:\/\/www.golfdigest.com\/story\/ben-hogan-equipment-reemerges-with-direct-to-consumer-model\"><span style=\"font-weight: 400;\">announced<\/span><\/a><span style=\"font-weight: 400;\"> it\u2019s new direct-to-consumer model. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It wasn\u2019t an easy decision. At the time of the announcement, CEO Scott White said, \u201cThere was a lot of discussion, a lot of gnashing of teeth, pulling of hair and even conversations about \u2018Do we just close this thing down?\u2019 None of us wanted to do that because we all believe there is a place for the Ben Hogan brand in the golf industry.\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">He added that:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cIt\u2019s a delicate balancing act, and I can tell you that if this were five years ago, we wouldn\u2019t have gone this route. But as e-commerce in general becomes more popular, this is the way of the future so I don\u2019t think there is any kind of a negative connotation associated with it anymore.\u201d<\/span><\/p><\/blockquote>\n<h4><b>Benefits of DTC<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">For consumers, there are clear benefits, including:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Depth of Catalog<\/b><span style=\"font-weight: 400;\"> &#8211; They get access to more of a brand\u2019s products<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Authenticity<\/b><span style=\"font-weight: 400;\"> &#8211; They can buy with confidence, knowing it&#8217;s not a counterfeit<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Superior Service<\/b><span style=\"font-weight: 400;\"> &#8211; Returns and other customer issues are handled directly<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Replacement Parts<\/b><span style=\"font-weight: 400;\"> &#8211; Brands are more likely to support their own products<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For most brands the benefits of a DTC model fall into four categories:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Experience<\/b><span style=\"font-weight: 400;\"> &#8211; They can better control the way consumers perceive the brand<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Relationship<\/b><span style=\"font-weight: 400;\"> &#8211; By going direct, they can market one-to-one<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Data<\/b><span style=\"font-weight: 400;\"> &#8211; By owning the data, they can cross-sell, up-sell and grow lifetime value<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Margins<\/b><span style=\"font-weight: 400;\"> &#8211; Flattening the supply chain returns money that can be used in other ways<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">How much money? In some cases, brands have hundreds of millions stuck in old distribution systems. A direct-to-consumer model allows them to free some of it&#8230;but not all.<\/span><\/p>\n<h4><b>Investment in Branding<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">If you look at the startups who are successfully selling direct-to-consumers, one consistent attribute is that almost all of them made a significant investment in branding, and they did it early.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Existing companies with well known brand names have less of that to do. But they still have to drive traffic to their own websites and stores.<\/span><\/p>\n<h4><b>Capital Dilemma<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Whether they go through retail or direct-to-consumer, brands still must produce the products they wish to sell. With physical goods, that involves a lot of capital. <\/span><\/p>\n<div id=\"attachment_4171\" style=\"width: 310px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-4171\" class=\"wp-image-4171 size-medium\" src=\"https:\/\/get3dsmart.com\/Stagingsite\/\/\/wp-content\/uploads\/2017\/08\/26781158793_8779c5b618_k-300x225.jpg\" alt=\"\" width=\"300\" height=\"225\" srcset=\"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/26781158793_8779c5b618_k-300x225.jpg 300w, https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/26781158793_8779c5b618_k-768x576.jpg 768w, https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/26781158793_8779c5b618_k-1024x768.jpg 1024w, https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/26781158793_8779c5b618_k-800x600.jpg 800w, https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/26781158793_8779c5b618_k-500x375.jpg 500w, https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/26781158793_8779c5b618_k-1000x750.jpg 1000w, https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/26781158793_8779c5b618_k.jpg 2048w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><p id=\"caption-attachment-4171\" class=\"wp-caption-text\">Warby Parker Sunglasses<\/p><\/div>\n<p><span style=\"font-weight: 400;\">If you want to be the next Warby Parker, you\u2019ll need a catalog of appealing eyeglass frames that people actually want to buy. You need merchandisers who can trend spot and forecast demand. Based on their recommendations, you spend a significant sum to have those frames manufactured, packaged, and staged for distribution. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You hope they chose wisely. If they did, you sell your products at a high margin. If they didn\u2019t, you liquidate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How much does an endeavor like that cost? Warby Parker has raised hundreds of <\/span><a href=\"https:\/\/www.fool.com\/investing\/2016\/06\/24\/who-owns-unicorn-startup-warby-parker.aspx\"><span style=\"font-weight: 400;\">millions<\/span><\/a><span style=\"font-weight: 400;\"> of dollars and still isn\u2019t profitable. Much of that has been spent on product, branding, and building out the DTC channel (including dedicated brick-and-mortar stores.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But what if you didn\u2019t have to spend all that money up front?<\/span><\/p>\n<h4><b>3D Printing to the Rescue<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">The economics of 3D printing are such that it can greatly reduce the upfront investment that brands make in product. Instead of buying in bulk, companies can utilize just-in-time manufacturing to significantly reduce their inventories. They can even produce products \u201con demand,\u201d eliminating more of their supply chain cost.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before going further down this path, I should note that there are two big lies floating around the 3D printing market. People will tell you that unit costs are flat and that complexity is free. Neither are true, and in this recent <\/span><a href=\"https:\/\/get3dsmart.com\/Stagingsite\/\/\/2017\/06\/30\/two-big-lies-3d-printing\/\"><span style=\"font-weight: 400;\">article<\/span><\/a><span style=\"font-weight: 400;\">, I explain why. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, the fixed costs of 3D printing are much lower than with mass manufacturing. This can create a significant advantage for a company looking to disrupt an established competitor. It could also help an established brand defend against disruption.<\/span><\/p>\n<h4><b>Revolutionary Infrastructure<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Is it too revolutionary? I believe that depends on how it\u2019s sold. People probably won\u2019t buy your product just because it&#8217;s 3D printed, but they do recognize the benefits. More selection, quicker time-to-market, good quality and reasonable cost are all very appealing. Customization and personalization are also enticing, but as I\u2019ve said before, that comes with its own share of friction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Depending on where products are manufactured, 3D printing can also help drive even more cost out of the supply chain. Brands basically have three <\/span><a href=\"https:\/\/get3dsmart.com\/Stagingsite\/\/\/2017\/05\/02\/the-where-and-the-who-in-3d-printing\/\"><span style=\"font-weight: 400;\">options<\/span><\/a><span style=\"font-weight: 400;\">. They could produce in a central location and deliver 3D printed products the same way they do now. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">They could also create or utilize a network that allows them to produce their products locally. Moving digital files is much cheaper than moving physical products, but it takes a big investment in revolutionary infrastructure. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The third option is to use a combination of the two. In practice, this is probably the most likely solution. In the Warby Parker example, orders placed online could be printed centrally and shipped to the customer. Brick-and-mortar customers could watch their orders being produced in-store.<\/span><\/p>\n<h4><b>What About Retail?<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">As I said at the beginning, retailers should be investing in their own 3D printing infrastructure. But they\u2019re not. If brands want to leverage the power of digital manufacturing, it looks like they\u2019ll have to do it on their own.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Assuming they do, 3D printing could be the final nail in retail\u2019s coffin. <strong>It\u2019s a shame really.<\/strong> Can you think of another game-changing technology in the last 10 years that was actually a benefit for brick-and-mortar stores? eCommerce and mobile certainly weren\u2019t. It\u2019s doubtful that technologies like artificial intelligence and virtual reality will be either. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brands have learned that retailers aren\u2019t their allies. They\u2019re cost centers. That\u2019s why there\u2019s so much interest in the direct-to-consumer model. 3D printing has the potential to accelerate that trend. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When the disruption happens, retailers will try to get on board. But if history is any guide, it will once again be too late. Their private label alternative won\u2019t be as compelling if a name brand isn\u2019t sitting right next to it. Retailers will actually have to innovate. They&#8217;ll also have to invest. Can they do it without the support of major brands? Time will tell.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Revolutionary infrastructure will be needed to drive the sale of 3D printed consumer products. But, who will build it? Brands or retailers? I might have been wrong about retail. A few years ago, I was convinced that eventually, a large chunk of 3D printing would happen in stores. McKinsey research at the time suggested that<a class=\"article-read-more\" href=\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/\"><i class=\"flownewsicon fa-angle-double-right\"><\/i><\/a><\/p>\n","protected":false},"author":1,"featured_media":4170,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[65],"tags":[68,141,243,149,241,238,240,239,245,170,236,242,237,110,244],"class_list":["post-4169","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-new","tag-3d-printing","tag-amazon","tag-ben-hogan","tag-brands","tag-canyon","tag-direct-to-consumer","tag-dollar-shave","tag-dtc","tag-infrastructure","tag-kroger","tag-mckinsey","tag-nike","tag-private-label","tag-retail","tag-warby-parker"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Who Will Own 3D Printing&#039;s Revolutionary Infrastructure? | Get3DSmart<\/title>\n<meta name=\"description\" content=\"Consumer products are a big opportunity for 3D printing, but who will build the revolutionary infrastructure? Brands more likely than retail.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Who Will Own 3D Printing&#039;s Revolutionary Infrastructure? | Get3DSmart\" \/>\n<meta property=\"og:description\" content=\"Consumer products are a big opportunity for 3D printing, but who will build the revolutionary infrastructure? Brands more likely than retail.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/\" \/>\n<meta property=\"og:site_name\" content=\"Get3DSmart\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/get3Dsmart\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-08-28T14:13:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-10-27T14:07:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/nike-458042_1920.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1275\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"John Hauer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Get3DJohn\" \/>\n<meta name=\"twitter:site\" content=\"@get3dsmart\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"John Hauer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/\"},\"author\":{\"name\":\"John Hauer\",\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/#\/schema\/person\/f3061f6b5979fbf1489fa9b7e49dc0db\"},\"headline\":\"Who Will Own 3D Printing&#8217;s Revolutionary Infrastructure?\",\"datePublished\":\"2017-08-28T14:13:53+00:00\",\"dateModified\":\"2017-10-27T14:07:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/\"},\"wordCount\":2008,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/#organization\"},\"image\":{\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/nike-458042_1920.jpg\",\"keywords\":[\"3D printing\",\"Amazon\",\"Ben Hogan\",\"brands\",\"Canyon\",\"direct-to-consumer\",\"Dollar Shave\",\"DTC\",\"Infrastructure\",\"Kroger\",\"McKinsey\",\"Nike\",\"private label\",\"retail\",\"Warby Parker\"],\"articleSection\":[\"Newest Work\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/\",\"url\":\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/\",\"name\":\"Who Will Own 3D Printing's Revolutionary Infrastructure? | Get3DSmart\",\"isPartOf\":{\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/nike-458042_1920.jpg\",\"datePublished\":\"2017-08-28T14:13:53+00:00\",\"dateModified\":\"2017-10-27T14:07:57+00:00\",\"description\":\"Consumer products are a big opportunity for 3D printing, but who will build the revolutionary infrastructure? Brands more likely than retail.\",\"breadcrumb\":{\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#primaryimage\",\"url\":\"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/nike-458042_1920.jpg\",\"contentUrl\":\"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/nike-458042_1920.jpg\",\"width\":1920,\"height\":1275},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/get3dsmart.com\/Stagingsite\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Who Will Own 3D Printing&#8217;s Revolutionary Infrastructure?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/#website\",\"url\":\"https:\/\/get3dsmart.com\/Stagingsite\/\",\"name\":\"Get3DSmart\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/get3dsmart.com\/Stagingsite\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/#organization\",\"name\":\"Get3DSmart\",\"url\":\"https:\/\/get3dsmart.com\/Stagingsite\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/07\/MobileLogo2.jpg\",\"contentUrl\":\"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/07\/MobileLogo2.jpg\",\"width\":380,\"height\":88,\"caption\":\"Get3DSmart\"},\"image\":{\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/get3Dsmart\/\",\"https:\/\/x.com\/get3dsmart\",\"https:\/\/linkedin.com\/company\/get3dsmart\",\"https:\/\/www.youtube.com\/channel\/UCYuDHXlLcqDiXYI1FXEBVcg\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/#\/schema\/person\/f3061f6b5979fbf1489fa9b7e49dc0db\",\"name\":\"John Hauer\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/get3dsmart.com\/Stagingsite\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/9e7823899fd4b06dc20519acbe9d9abb2679eab4c43526ce46453516a7c9cfcb?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/9e7823899fd4b06dc20519acbe9d9abb2679eab4c43526ce46453516a7c9cfcb?s=96&d=mm&r=g\",\"caption\":\"John Hauer\"},\"description\":\"As a technology journalist, John focuses primarily on the topics of 3D printing, artificial intelligence, virtual reality and automation. His original content has been featured on Forbes, TechCrunch, Futurism, QZ.com, Techfaster.com, 3DPrint.com, and Fabbaloo, among others. John Hauer is the co-Founder and CEO of CDJ Designs, a product development company that leverages cutting-edge technology to launch innovative new products, faster and less expensively. He\u2019s also the Founder and CEO of Get3DSmart, a consulting practice that helps large companies understand and capitalize on opportunities with 3D printing. Follow John on Twitter at @Get3DJohn\",\"sameAs\":[\"https:\/\/linkedin.com\/in\/johnhauer\",\"https:\/\/x.com\/Get3DJohn\"],\"url\":\"https:\/\/get3dsmart.com\/Stagingsite\/author\/johnhauer\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Who Will Own 3D Printing's Revolutionary Infrastructure? | Get3DSmart","description":"Consumer products are a big opportunity for 3D printing, but who will build the revolutionary infrastructure? Brands more likely than retail.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/","og_locale":"en_US","og_type":"article","og_title":"Who Will Own 3D Printing's Revolutionary Infrastructure? | Get3DSmart","og_description":"Consumer products are a big opportunity for 3D printing, but who will build the revolutionary infrastructure? Brands more likely than retail.","og_url":"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/","og_site_name":"Get3DSmart","article_publisher":"https:\/\/www.facebook.com\/get3Dsmart\/","article_published_time":"2017-08-28T14:13:53+00:00","article_modified_time":"2017-10-27T14:07:57+00:00","og_image":[{"width":1920,"height":1275,"url":"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/nike-458042_1920.jpg","type":"image\/jpeg"}],"author":"John Hauer","twitter_card":"summary_large_image","twitter_creator":"@Get3DJohn","twitter_site":"@get3dsmart","twitter_misc":{"Written by":"John Hauer","Est. reading time":"10 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#article","isPartOf":{"@id":"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/"},"author":{"name":"John Hauer","@id":"https:\/\/get3dsmart.com\/Stagingsite\/#\/schema\/person\/f3061f6b5979fbf1489fa9b7e49dc0db"},"headline":"Who Will Own 3D Printing&#8217;s Revolutionary Infrastructure?","datePublished":"2017-08-28T14:13:53+00:00","dateModified":"2017-10-27T14:07:57+00:00","mainEntityOfPage":{"@id":"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/"},"wordCount":2008,"commentCount":0,"publisher":{"@id":"https:\/\/get3dsmart.com\/Stagingsite\/#organization"},"image":{"@id":"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#primaryimage"},"thumbnailUrl":"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/nike-458042_1920.jpg","keywords":["3D printing","Amazon","Ben Hogan","brands","Canyon","direct-to-consumer","Dollar Shave","DTC","Infrastructure","Kroger","McKinsey","Nike","private label","retail","Warby Parker"],"articleSection":["Newest Work"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/","url":"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/","name":"Who Will Own 3D Printing's Revolutionary Infrastructure? | Get3DSmart","isPartOf":{"@id":"https:\/\/get3dsmart.com\/Stagingsite\/#website"},"primaryImageOfPage":{"@id":"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#primaryimage"},"image":{"@id":"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#primaryimage"},"thumbnailUrl":"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/nike-458042_1920.jpg","datePublished":"2017-08-28T14:13:53+00:00","dateModified":"2017-10-27T14:07:57+00:00","description":"Consumer products are a big opportunity for 3D printing, but who will build the revolutionary infrastructure? Brands more likely than retail.","breadcrumb":{"@id":"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#primaryimage","url":"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/nike-458042_1920.jpg","contentUrl":"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/08\/nike-458042_1920.jpg","width":1920,"height":1275},{"@type":"BreadcrumbList","@id":"https:\/\/get3dsmart.com\/Stagingsite\/2017\/08\/28\/3d-printings-revolutionary-infrastructure\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/get3dsmart.com\/Stagingsite\/"},{"@type":"ListItem","position":2,"name":"Who Will Own 3D Printing&#8217;s Revolutionary Infrastructure?"}]},{"@type":"WebSite","@id":"https:\/\/get3dsmart.com\/Stagingsite\/#website","url":"https:\/\/get3dsmart.com\/Stagingsite\/","name":"Get3DSmart","description":"","publisher":{"@id":"https:\/\/get3dsmart.com\/Stagingsite\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/get3dsmart.com\/Stagingsite\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/get3dsmart.com\/Stagingsite\/#organization","name":"Get3DSmart","url":"https:\/\/get3dsmart.com\/Stagingsite\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/get3dsmart.com\/Stagingsite\/#\/schema\/logo\/image\/","url":"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/07\/MobileLogo2.jpg","contentUrl":"https:\/\/get3dsmart.com\/Stagingsite\/wp-content\/uploads\/2017\/07\/MobileLogo2.jpg","width":380,"height":88,"caption":"Get3DSmart"},"image":{"@id":"https:\/\/get3dsmart.com\/Stagingsite\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/get3Dsmart\/","https:\/\/x.com\/get3dsmart","https:\/\/linkedin.com\/company\/get3dsmart","https:\/\/www.youtube.com\/channel\/UCYuDHXlLcqDiXYI1FXEBVcg"]},{"@type":"Person","@id":"https:\/\/get3dsmart.com\/Stagingsite\/#\/schema\/person\/f3061f6b5979fbf1489fa9b7e49dc0db","name":"John Hauer","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/get3dsmart.com\/Stagingsite\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/9e7823899fd4b06dc20519acbe9d9abb2679eab4c43526ce46453516a7c9cfcb?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/9e7823899fd4b06dc20519acbe9d9abb2679eab4c43526ce46453516a7c9cfcb?s=96&d=mm&r=g","caption":"John Hauer"},"description":"As a technology journalist, John focuses primarily on the topics of 3D printing, artificial intelligence, virtual reality and automation. His original content has been featured on Forbes, TechCrunch, Futurism, QZ.com, Techfaster.com, 3DPrint.com, and Fabbaloo, among others. John Hauer is the co-Founder and CEO of CDJ Designs, a product development company that leverages cutting-edge technology to launch innovative new products, faster and less expensively. He\u2019s also the Founder and CEO of Get3DSmart, a consulting practice that helps large companies understand and capitalize on opportunities with 3D printing. Follow John on Twitter at @Get3DJohn","sameAs":["https:\/\/linkedin.com\/in\/johnhauer","https:\/\/x.com\/Get3DJohn"],"url":"https:\/\/get3dsmart.com\/Stagingsite\/author\/johnhauer\/"}]}},"_links":{"self":[{"href":"https:\/\/get3dsmart.com\/Stagingsite\/wp-json\/wp\/v2\/posts\/4169","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/get3dsmart.com\/Stagingsite\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/get3dsmart.com\/Stagingsite\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/get3dsmart.com\/Stagingsite\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/get3dsmart.com\/Stagingsite\/wp-json\/wp\/v2\/comments?post=4169"}],"version-history":[{"count":12,"href":"https:\/\/get3dsmart.com\/Stagingsite\/wp-json\/wp\/v2\/posts\/4169\/revisions"}],"predecessor-version":[{"id":4223,"href":"https:\/\/get3dsmart.com\/Stagingsite\/wp-json\/wp\/v2\/posts\/4169\/revisions\/4223"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/get3dsmart.com\/Stagingsite\/wp-json\/wp\/v2\/media\/4170"}],"wp:attachment":[{"href":"https:\/\/get3dsmart.com\/Stagingsite\/wp-json\/wp\/v2\/media?parent=4169"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/get3dsmart.com\/Stagingsite\/wp-json\/wp\/v2\/categories?post=4169"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/get3dsmart.com\/Stagingsite\/wp-json\/wp\/v2\/tags?post=4169"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}