Gray Fashion And Yunqian Technology To Improve Store Management, Inventory Management And Member Marketing Efficiency

With the advent of the new retail era and the infiltration of Internet, big data, cloud computing and other technologies, the traditional channel king model of the clothing retail industry has been completely broken, and people, goods and markets are undergoing tremendous changes.

To achieve better development in the increasingly competitive market, digital transformation is Clothing retailers The only way. The essence of digital transformation is to take consumer demand as the core, take data as the asset, use new technologies such as big data to carry out comprehensive digital upgrading of the industrial chain, improve efficiency and experience through online and offline integration, and build a business support system that can meet the different needs of different consumers, namely, the trinity of technology, data and business.

Specifically, through digital transformation, Clothing retailers It can improve efficiency in the production link, turn mature production experience into standardized process through technology, complete production accurately and efficiently in a shorter time, and improve the overall quality level of products. At the same time, digitalization can get through the data of production, sales and other links, reduce the response resistance between the links, improve the management level, and thus promote the cost reduction and efficiency increase of enterprises.

Gray Fashion Group (formerly known as Beijing Victor Garment Manufacturing Center, hereinafter referred to as Gray Fashion), founded in 1994, is a modern garment enterprise integrating the design, research and development, production and sales of advanced ready to wear. Its three men's clothing brands are "VICUTU", "GORNIA" and "VGO". VICUTU, as a leader in the technology of Western style clothing, has developed into a leader in Chinese men's clothing brands after years of creativity and taking clothing design as the starting point, and is committed to providing new clothing concepts for Chinese men.

▲ Gray Group

Cai Changxian, Chairman of Gray Fashion, said that "embracing change and continuous innovation is the only way to build a century old fashion group".

As the leader of Chinese men's wear brands, in the traditional clothing retail industry, Gray Fashion has shown great foresight and boldness. For new technology, Gray Fashion has always been "the first to eat crabs".

01 Digital history of Gray Fashion

As early as the 1990s, when Gray Fashion was founded, the company's senior managers strategically decided to take the road of IT and digitalization. From the initial financial computerization, to the later management informatization, and then to the current digitalization and digital intelligence, Gray Fashion has never stopped its pace of innovation.

In the tide of new retail, Gray Fashion firmly believes that digitalization can improve customer efficiency, application efficiency and management efficiency, thus helping the rapid development of enterprises.

In terms of customer efficiency. Gray Fashion builds a digital marketing system matrix with the business center as the core by seeking the best digital solutions and digital partners. To support the full closed-loop digital experience of customer touch, cognitive transformation, service recall and customer repurchase, improve the efficiency of customer interaction with enterprises in all aspects, and increase customer stickiness and conversion rate.

In terms of operational efficiency, we should focus on the construction of supply chain and intelligent factory, and gradually open up all links from research and development, production, procurement and sales, so that enterprises can link up the tools of various departments and internal affairs in the clothing business sector, and truly use digitalization to improve the efficiency of enterprises and reduce costs.

In terms of management efficiency, with the unified data platform as the core, the ability of managers and employees can be improved by creating data decision-making and data empowerment; At the same time, we will build high-quality IT services based on the collaborative office capacity, and empower employees and managers.

In 2019, Gray Fashion officially cooperated with Yunqian Technology to reshape the Group's three major capabilities of omni channel member operation system, omni channel marketing capability, and intelligent replenishment and control of goods efficiency through midrange technology, helping the brand further refine its operation and management.

"The cooperation with Yunqian Technology is a milestone event of our company, which is recorded in the external promotional videos and brochures." Yang Hao, the assistant chairman of Gray Fashion, stressed that "we attach great importance to digitalization."

02 How to build the new digital commerce in clothing?

After starting cooperation with Yunqian, the digital transformation of Gray Fashion began to accelerate.

According to Zhou Huawei, the person in charge of information technology of Gray Fashion, the digital cooperation between Gray Fashion and Yunqian Technology can be divided into several stages: the first stage is to lay the foundation and complete the integration of online and offline; Phase II upgrading and integration to promote digital transformation of stores; The third phase of business innovation realized the refined operation of global traffic.

With the digital middle office as the base of digital capability, Gray Fashion Group has broken down all its operating systems into business capability centers by means of micro services, such as membership center, trading center, commodity center, etc. Take the Member Center as an example. The Member Center is responsible for the part involving members, including member loyalty, member level, member points, card and coupon activities, etc.

Based on the digital base, Gray Fashion has built a series of scene applications to flexibly support and control the front end business scenes and units.

In terms of store management and member marketing, Gray Fashion launched a lightweight application "shopping guide assistant" tailored for consumers. Through this application, we can form a full closed loop of high-quality drainage and precise touch for consumers to achieve loyalty training. "Shopping Guide Assistant" provides one button registration function to avoid tedious process; Multidimensional tags define member attributes, which can quickly identify customer preferences, respond instantly, and improve the rate of orders; Create a private domain traffic position, increase the volume of new products, and increase the repurchase rate. Take the promotion activities for members as an example. Carry out promotional activities around member points, member birthdays, shopping vouchers, discount coupons and the use of coupons, accurately portray members, and give priority to reach members with high repurchase rates and strong purchasing power.

▲ VICUTU Store

There are many pain points in clothing retail stores, such as the inability to realize discount and up discount in sales promotion, heavy workload in voucher entry, too much manual price change, and complicated internal audit work. Gray Fashion restructured and upgraded the POS of "only doing" cashier, endowed it with new attributes, and pre configured the business rules of "goods+members+activities+marketing vouchers" for POS. The simple interface improves the convenience of operation, greatly reduces the operation frequency of the shop assistants, and frees the shopping guides from the tedious daily work, so that they can focus on customer service.

There are a lot of scenarios requiring manual operation in the commodity control of the clothing retail industry. For example, you need to manually count the sales of goods in each store; Manually export the inventory of each commodity in the store, and then determine the transfer result according to the sales volume and inventory relationship. Gray Fashion transformed the system to realize inventory visualization, and all direct stores can view the inventory of national direct stores and general warehouses; Replace the old system for manual counting and multiple imports to improve counting efficiency; Automatic allocation, compensation and return, and regular generation of suggestion sheets to reduce tedious manual calculation; Reduce the repeated communication and order making of goods distribution, replenishment, transfer and return in the middle link, improve the immediate response of the headquarters to store distribution, make accurate measurement of replenishment, and transfer the goods to the nearest place.

At the same time, Gray Fashion's inventory management is also very intelligent. For example, in terms of distribution, the system will set the logic and rules of distribution according to the size of the store; For another example, in terms of the size of goods, the system will make reasonable allocation of goods according to the difference in the figure of users in the north and south areas.

In addition, Gray Fashion is also working on settlement to improve the accuracy and efficiency of settlement. Realize automatic check of collection from the cashier, release manual registration and inspection, and improve efficiency and timeliness. The settlement of the shopping mall realizes the systematic management of the deduction fees and the expenses inside and outside the contract, and meets the check basis with the settlement of the shopping mall.

In general, the digital transformation of Gray Fashion has realized both technical value and business value. At the level of technical value, it provides omni channel integrated operation management capabilities such as inventory, orders, promotions, commodities, members, and settlement. On this basis, it also provides rapid landing capabilities for expanding new businesses and settles business centralization capabilities. In terms of business value, data drives offline store reform to solve the pain points of store purchasing and replenishment in the industry; Upgrade the member's marketing ability and commodity inventory management ability, and conduct unified integration and architecture upgrade on the POS end of the store; Complete the launch of new retail business based on a variety of social tools and means, achieve accurate marketing based on member portraits, and improve the conversion rate of members.

stay Gray Fashion Yang Hao, the chairman's assistant, believes that digital intelligence is an investment in the future.

"I believe that enterprising and discerning bosses will see the opportunities hidden in every crisis, especially the emergence of a series of AI innovative technologies represented by ChatGPT, which will bring real revolutionary changes to the enterprise and even the entire industry." He stressed that "we have the responsibility and obligation to let the company grasp this turning point of digital intelligence, and give wings to the next take-off of the enterprise."

Obviously, Gray Fashion is making great strides on the bright digital road.