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The Wave Of Digitalization Can Not Stop, And Clothing Enterprises Will Take A Big Move.

2020/1/14 12:03:00 0

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To observe the development of Chinese brands, consumption is a crucial window. It is not hard to find that in recent years, more and more local brands are winning the hearts of the public.

Whether it is the old brand of "big white rabbit" and "sugar rabbit", which plays a big role in winning the cross border creativity, it has attracted many young people to pay the bills, or from the domestic and overseas queues and rush to sell Lining, Anta and so on.

Dramatic changes

Prior to this, Piki, a well-known sports blogger, has released a micro-blog to remind you that "Chinese Lining" Hoodie appeared a number of fake products in the market. "Genuine embroidery at the bottom of the embroidery is cross stitching, full of white fonts, and Lining's Logo on the rope. The fake red embroidery is traditional twill embroidery, the character is slightly rough, the rope is thin and no Logo... "

Compared with how to distinguish between authenticity and authenticity, a comment on "fake fakes" has aroused resonance among many people eating melon. Among them, a commentable comment is more thorough: "from another perspective, this is a good thing to show that our goods are strong."

Indeed, over the years, local brands have improved significantly from product quality to appearance and user experience. Compared to ten years ago or even five years ago, there have been earthshaking changes.

In terms of clothing brand, this is not only the international stage of fashion week, but also has a high degree of attention in the international arena. At the same time, it also builds a solid foundation for products and makes great efforts in product innovation. After all, the market is the sole criterion for testing products. Without the support of good products, the visual image with impacting force will inevitably become a stereotype.

Like today's hottest Anta and Thompson's joint KT series, in fact, there are quite a few twists and turns at the beginning. Even after the introduction of KT1 series, due to technical problems need to be recovered and improved, Thompson has returned to Nike's sneakers.

And really let people change Anta, after the launch of KT3. Compared with the first two generations of products, Yan's online KT3 is very bright. Streamlined appearance and high-density EVA materials make it cool and cool. The design of Gao Bang and Velcro provides a good protection for the ankles, whether they are comfortable or wrapped.

It was also by KT3 that Anta was quickly robbed of the limited water test in the US and was boarded up by the long queues at the door of the shoe store in San Francisco. It became the first Chinese shoe brand in the United States to trigger a panic buying rush.

Since then, constantly polishing the sophisticated KT4 into Anta Flash Foam shock mitigation technology, wearing a foot feel on the quality improvement, soft bullet sense is obvious, heel is like stepping on cotton candy, in the market has a good response.

KT5, which was listed in 2019, upgraded on the basis of KT4 products. The A WEB technology was used to weave the shoe upper technology, and further adjusted the Flash Foam thickness at the middle of the floor to achieve the moderate elasticity of the soft projectile, and at the same time enhanced the permeability of the sneakers.

At this point, the KT series has become the real Thompson's boots, which is widely recognized by the high value and comfort of the products. It is even regarded as the representative of the domestic basketball shoes.

Brand technology outlet

In fact, the scenery at this time is also a sharp change in the past. In 2015, Anta once conducted a school survey and asked the question "why not wear Anta's basketball shoes?" The "post-90s" feedback is that Anta's products are "Earth", "heavy", "no innovation" and "no value". This also makes Anta more clear about the technology oriented product policy, and using technology to promote the innovation of the whole product chain.

It is reported that from the 1% growth of R & D investment and sales cost to 5.2% in 2018, Anta has set up R & D design centers in many countries such as the United States, Japan and Korea, attracting more than 200 experts from 18 different countries and regions. The proportion of product innovation is as high as 85%, which has applied for more than 1000 patents, and has been involved in the formulation of hundreds of national and industrial technical standards, thus forming the core competitiveness of the brand. For example, the new products of KT series, SEEED series and hydrogen run series launched in 2019 are widely recognized by the market.

It is not only Anta, but also a survey conducted by the Ministry of industry and information technology and the China Textile Industry Federation to focus on tracking and cultivating textile and garment brand enterprises. In the first half of 2019, new product sales accounted for 61.5% of the total sales of terminal consumer brand products, up 1.9 percentage points from the same period last year.

These sample brand enterprises have maintained a high level of R & D design input. In the first half of 2019 alone, R & D designers reached an average of 255, an increase of 2.3% over the previous year, accounting for 4.7% of the total staff, and the average R & D design input reached 37 million 40 thousand yuan, up 2.3% over the same period last year. The R & D design input intensity was 2.52%, up 0.07 percentage points over the same period last year. Among them, the investment intensity of terminal consumer brand and processing brand R & D is 3.08% and 2.03% respectively, which is significantly higher than that of textile industry.

From this, we can see that adapting to the diversification and differentiation of consumption demand nowadays, the speed of new product development and renewal is constantly improving, and at the same time, the field of product research and development is constantly subdivided, and the development of new products, such as health care, ecological environment protection and safety protection, has become the focus of the market. Previously released "ten major categories of textile innovative products in 2019", Pathfinder, seven wolves and other launched color change sunscreen skin, smart feathers, smart slim clothes and other intelligent technology products, wick and Semir launched volcanic rock fiber sweater, children's thermal denim pants and other functional products; Anta, AIDU and other products launched graphene thermal cotton clothes, carbon fiber soft thermal clothing, sports ECG T-shirt and other sports health products are on the list.

It can be said that if R & D is an important support for brand enterprises to enhance their core competitiveness, technology is the hard power of enterprises, and constantly boosts their level of creative design so as to better meet the market demand.

In fact, China's textile and garment industry is gradually fading away from the traditional labelling of labor-intensive industries in the past.

Gifts, such as Jiangsu sunshine group, are involved in the design and production of the new ceremonial dress and military band performance wear of the three army honor guard of the PLA. The China group carries 139 production and 123 thousand and 300 sets (pieces and double) production support tasks for clothing, shoes and boots, and five star red flags. The Beijing banner high tech special textiles Co., Ltd. provides Flag materials and carrying materials with light weight, good tear resistance, strong weight ratio, waterproof, rain proof, anti fouling, and strong air blow. Shenda's polysulfonamide is used in parade military aircraft; Beijing Intl Technology Co., Ltd. jointly with Tsinghua University Academy of Fine Arts and Air Force Research Institute special duty research institute develops and designs a new conjoined flight suit. For example, on the 70th anniversary day of the National Day parade ceremony, the textile technology is dedicated to the motherland of Daqing. Highlighting the high quality, design level and quick response ability of textile and clothing brands.

Digital upgrade progress

The integration of industry and technology is not only embodied in product development, but more importantly, with the rapid development of the new generation of information technology represented by Internet, big data and artificial intelligence, digital technology such as Internet of things, artificial intelligence, 5G and other digital technologies are accelerating the penetration and application in the textile industry. New models such as customization, network collaboration and service extension have springing up continuously, and the demand for digitalization, networking and intelligent production has been increasing.

The transformation of industry digitalization is already the trend of the times. In the face of many constraints such as slowing market growth, unable to catch up with consumers and high cost of enterprises, data will become an important source of value for enterprises to rebuild and bring about new business increments. Especially in the context of new retail, digital transformation will enhance user experience and deepen brand loyalty through more efficient online and offline connections, more personalized consumption and interaction, and more differentiated content and value-added services.

"I used to know only the pockets of consumers, but I don't know how to serve customers. Service is also a discount for VIP, but with the insight of data technology, we can know more about what consumers want and what enterprises can provide. Li Rucheng, chairman of YOUNGOR group, said.

Since 2019, YOUNGOR has been doing a lot of action. One of the most important tasks is to speed up the digital transformation of enterprises based on the Alibaba A100 business operation system, and improve the efficiency and efficiency of people through online and offline communication.

In 2019, "double 11", YOUNGOR tried to accurately contact 10 million people online with the data technology of Ali cloud data, and finally brought 1/4 increments. Through online transactions and offline services, the "double 11" whole day network sales volume reached 124 million yuan, an increase of 88.8% over the same period.

According to Li Rucheng's plan, every large flagship store in YOUNGOR will become a smart store in the future. It will take the 3D volume, big data, VR/AR and other scientific and technological means to bring the VIP members to interact with reality and virtual shopping experience. In the future, YOUNGOR's VIP members will not only be able to automatically measure the volume in the store through the 3D volume measurement device, but also try the virtual fitting in the 3D simulation scenario of the system simulation, choose the most favorite styles and fabrics, register on mobile APP or YOUNGOR official WeChat order, automatically transfer to the intelligent factory after the order generation, make intelligent proofing, tailoring and production, and then arrive at the intelligent logistics distribution system for 24 hours.

To this end, YOUNGOR has spent 100 billion yuan to promote the construction of intelligent factories and build a flexible supply chain with intelligence. At present, the world's first western style full service line has been built. Through the application of MES system, intelligent cutting system, AGV intelligent car, single station intelligent module and a series of information hardware and software equipment, the whole data connection between production factors is gradually completed by means of big data. Production efficiency has increased by 20% to 30% over the same period, and the volume customization cycle has also been shortened from 5 working days to 5 working days. The single unit customization cycle has been reduced to 2 days, and the mass customization production capacity has also increased from 10% of the original total to more than 30%.

Similarly, focusing on the construction of smart stores, Shandong is willing to enter the smart apparel shopping process from smart image to smart clothing, smart clothing, smart shopping mall and smart hangers, from the smart eyes of consumers to the smart design of clothing and yarns, which will inject wisdom into the whole process of intelligent clothing purchase. It not only attracts consumers with strong sense of experience, but also makes scientific intelligence technology humanized.

It is reported that Ruyi intelligent volume can not only instantly and accurately measure 16 data of human head, neck, shoulders, chest, waist, hands, legs, crotch and other parts, but also display the user's physical characteristics and individual consumption needs through the more than 100 data of the backstage, and create a unique personality and clothing and one characteristic consumption experience.

At present, a consensus is that embracing digital transformation is not only to achieve unified management and collaboration of members, commodities and channels on line, but also to digitize and intellectualized transformation of all links including marketing, channels, R & D, production, organization, ecology and so on. This can be based on data intelligent decision making, in order to reduce costs and increase efficiency, at the same time, achieve product, category and format innovation, form new supply, stimulate new demand, and promote new consumption.