Shoes Industry Ushered In The Era Of Zero Inventory, Tianchuang Fashion Launched A New Manufacturing Mode Of "C2m + Production Line Live"

On September 25, Tianchuang fashion (Stock Code: 603608), a well-known listed shoe enterprise in China, launched "production line live broadcast" to create a new manufacturing mode of "c2m (direct connected manufacturing by users) + live production line". Kunzhan technology, founded by Min Wanli, former chief scientist of machine intelligence of Alibaba cloud, provides technical support for it.

This is a new exploration made by Tianchuang fashion in order to break the "overstock" of traditional shoe enterprises. It moves the live broadcasting room of the brand to the intelligent production line of the enterprise. When consumers see the shoes, the enterprise immediately arranges production. The data intelligent system in the background supports enterprises to realize small batch and customized flexible production. With the new manufacturing mode of "c2m + production line live", we try to solve the industry problem of "high inventory" from the root of disease.

Tianchuang fashion owns kisscat, zsazsasu, tigrisso, kiss Kitty and other well-known brands. In this live broadcast, Tianchuang fashion specially launched a new brand In this regard, Ni Jianming, director and general manager of Tianchuang fashion, said that "the" c2m + production line live mode "created by Tianchuang fashion aims to give immediate feedback according to the needs of consumers. Consumers can buy as they see, and the production line produces and delivers goods. The manufacturer directly provides services to consumers at the C-end. The" 2C "brand fully carries the connotation of the D2c (direct to consumer) mode."

In the digital era, all industries need to be reconstructed, and the footwear industry, as an enduring and stable industry, is an excellent experimental field. Tianchuang fashion planted a genetically modified seed in the experimental field, expecting to grow a new species with vitality.

"Live broadcast + c2m" breaking shoe industry

The reason why shoe enterprises are prone to overstock in stock is that no consumers are willing to compete with others.

As consumers' demand for shoes is extremely personalized, shoe enterprises must constantly bring forth new ideas to please consumers. Therefore, millions of new models will appear on the market every year. However, a large number of SKUs deviate from large-scale production, so many enterprises either reduce SKUs and bear the risk of user loss, or boldly introduce new products and bear the risk of overstocking due to failure of style prediction.

Therefore, traditional shoe enterprises are looking for a balance between "pleasing consumers" and "appropriate SKU and inventory".

At the same time, too many style choices, not only let consumers like shopping, but also suffer from shopping. High selection cost, for consumers, not only low efficiency but also poor experience.

Tianchuang fashion's approach is: first of all, through the production line live broadcast, consumers can directly see the new shoe styles that are being designed and arranged, and can directly order to buy; then, through the consumer's order data, it can directly determine which styles and how many quantities the production line produces, so as to realize c2m production scheduling; and consumers' comments on products during the live watching process are the most direct The consumer preference data can directly provide market feedback for designers and guide them to carry out new type development and design more targeted.

The mode of "c2m + production line live" directly transforms the consumption data into production data, realizes the real synchronization of production and demand, breaks the traditional practice of forecasting demand and sales volume according to experience in the past, so it greatly reduces the risk of overstock of inventory. At the same time, the consumption preference feedback obtained through live broadcast can provide decision support for future style design, greatly improving the new model The success probability of product development.

In recent years, Mr. Ni's "digital production line" has changed from "digital fashion" to "consumer driven" mode. In recent years, we hope to transform the "digital production mode driven by digital production" to "digital production driven" Flexible production to provide consumers with better product and service experience. "

However, if this positive feedback cycle wants to run, one of the key links is that the flexibility of the production line must keep up with it, so we have to talk about the data intelligence technology behind it.

Data intelligence supports c2m mode of "face-to-face, direct evaluation, direct production, direct sales and direct access"

Tianchuang fashion, as a leading "design production sales" integrated women's shoes brand, has developed ERP system since 2002. It can be said that Tianchuang fashion is the first enterprise with information and digital management consciousness in the shoe industry in China. Since then, it has been actively exploring the digital direction. In 2018, it is the first women's shoe brand to introduce industrial robots into the production line.

However, Tianchuang fashion also knows that the Pearl on the crown of shoe industry is flexible production line. Only with flexible production capacity, can we really fill the gap between personalized demand and large-scale production, and get rid of the constraint of overstock.

However, it is not easy to build a flexible production line, which can not be solved by buying a set of software system or deploying an automatic production line. In essence, flexible production transformation is a systematic project, which requires enterprises to upgrade from traditional factories to "smart factories", reorganize and design the original design, production, raw material procurement, storage, transportation and sales, and ensure the efficient cooperation of the new supply chain. To achieve such a complex and systematic goal, we need to rely on intelligent technology.

At the beginning of 2020, Tianchuang fashion cooperated with kunzhan science and technology to launch the digital intelligence upgrading project of "cloud shoes digital warehouse", creating a full link digital system integrating "design, production, storage, transportation and sales".

Min Wanli, founder and CEO of kunzhan technology, said, "from the user seeing the shoe order, and then to the production line, sensing the user's demand, achieving accurate response, the whole link resonates with the same frequency, breaking the thickest barrier that manufacturers and consumers can't see each other. As a productivity in the digital age, data intelligence technology enables consumers to "face-to-face, direct evaluation" of products, and enterprises to achieve "direct production, direct sales and direct access" to consumers, bringing the distance between manufacturers and consumers, and enabling enterprises to achieve targeted production. "

At present, the value promotion of this intelligent operating system for Tianchuang fashion in the first stage is mainly reflected in the intelligent manufacturing of production and marketing coordination: the intelligent factory equipped with intelligent production scheduling system has broken through the traditional production mode, and turned to the enterprise production driven by consumer demand, realizing small batch and customized flexible production. Intelligent production scheduling system helps enterprises to achieve production line balance, optimize the use of production resources, and improve customer delivery satisfaction rate. From the perspective of business effect, after the simulation demonstration, intelligent scheduling can increase the satisfaction rate of replenishment order delivery time by 20%, and shorten the production cycle of replenishment order by 21%.

It is reported that Tianchuang fashion and kunzhan technology will continue to deepen the research and development of industrial intelligent operating system in the shoe industry, and the second phase project will further improve the function and business effect.

Promote the remodeling of shoe industry chain

The digital and intelligent transformation of Tianchuang fashion and the new mode of "c2m + production line live" launched on this basis are not only valuable to Tianchuang fashion itself, but also to solve the fundamental problems existing in the industry: enterprises are easy to overstock inventory, poor consumer experience and high selection cost.

In this regard, Li Yuzhong, President of China Leather Association, said, "Tianchuang fashion has been practicing technology enabling production lines in the industry many years ago, with digital foundation and innovative spirit. This digital transformation and new mode exploration are important attempts to lead the industrial chain to carry out overall digital upgrading, and play a 'leading role' in the industry

The trial of "c2m + production line live" of Tianchuang fashion is the integration of new technology and new mode. There are process optimization in design, manufacturing, sales, logistics and other aspects, and each link is efficiently connected and realizes positive feedback closed loop. Therefore, it is of research and learning value for the whole industry whether it is partial or overall.

The experience of numerous successful reforms in history shows that industry reform should not only have technical support, but also have a benchmark to complete the transformation with technology. The joint efforts of Tianchuang fashion and kunzhan technology may provide a new sample for the shoe manufacturing industry and promote the shoe industry to move towards the era of zero inventory.