Big Data Support Behind A Dress

The integration of Chinese design concept, fashionable middle-aged and old coat, production and marketing mode. Reporters in the eighteenth Ningbo international clothing festival found that more and more elements behind the support of big data.

　 More than 70 people like it. market

Bright red colors, fashionable seven point sleeves, and dark colored belts will give you a perfect shape. In the fig booth of Ningbo International Fashion Festival, a new coat has attracted young men and women. Hong Yinyin, deputy general manager of the group's brand, said that this is a coat for the middle-aged and old people. Behind the contrary, behind the design concept is strong data analysis support.

The red coat in the fig booth is a case of big data utilization. Hong Yinyin said, "this coat is just launched this year. It changes the simple style of traditional middle-aged and elderly clothing and changes the fashion."

Hong Yinyin introduced that fig will integrate the clothing sales data every year, and analyze the changes of hue and style. After analyzing the data, the researchers found that the tone of the middle-aged and elderly clothing is more and more colorful, and the style is more and more fashionable, especially in last year's clearance rate (the ratio of sales volume to production volume) is 70%. "From the data, it can be reflected that the middle-aged and elderly customers are increasingly inclined to choose brightly colored clothes, while the red selection rate is the highest. In terms of style, seven point sleeves and body belt are also favored by customers. Hong Yinyin introduced, so after research and development, this year launched this red seven point sleeve coat.

Fig has already set up a brand WeChat group. Next, they will put the design samples in WeChat group, judge the costumes by the customers, and improve the costumes in time. "I believe that more than 70 people like samples of clothing, then this clothing will be welcomed by customers after they are put on the market." Hong Yinyin said.

　 Rough data will mislead enterprises. Development

"In fact, we had our own data analysis very early, but the real application of online big data to analyze future product changes and trends began last year." Huang Huang, manager of the planning department of Ningbo Bo Yang Clothing Co., Ltd., told reporters that the application of big data is not so simple and slow work. If the data is not sufficient and rough, it may mislead the development of enterprises and bring economic losses to enterprises. "So we need to settle down and study."

Huang said that the data are very superficial and need to excavate valuable content through data.

"The application of big data is very helpful to us. We can accurately grasp the consumption trend of consumers and the market changes in advance, such as judging which products are going downhill through data, which can be reduced in advance, and will not cause inventory backlog." Huang said, for example, Bo Yang's casual pants category, in recent years, is through the big data in advance to determine that its development trend is shrinking, and it starts to compress production in advance. When the market really reversed this year, "because of" brakes "in time, the company did not cause economic losses due to excessive inventory pressure.

expert viewpoint

Big data is the key.

Yesterday, Liu Yunhua, director of the clothing department of Ningbo University art college, said in an interview with reporters that the information age is now important for traditional clothing enterprises to integrate resources through big data.

How to apply big data to integrate resources? Liu Yunhua said, clothing enterprises must first identify the location, know that they are different from others' characteristics, and then use big data to integrate resources. For example, large clothing enterprises should use high-tech means to do well their own internal information management; small and medium-sized garment enterprises must grasp their core strengths, that is, to know where the characteristics are, whether they have advantages in production and processing, design advantages or marketing advantages, and must be aware of them without eyebrows and beards.

In the interview, the reporter realized that many clothing enterprises felt that the "point" was hard to find, but in Liu Yunhua's view, it was not difficult to find them. But these enterprises were too impetuous and too eager to see the results. "Many enterprises did not settle down to do cultural accumulation or brand culture. Any brand can not be formed in a short time, but after more than ten years, decades or even hundreds of years." Liu Yunhua said, therefore, traditional clothing enterprises want to go through the transformation of big data, and examine, improve and subvert the old value chain in many links.