In the new retail era, big data and new technologies will enable the supply chain to be upgraded with consumer-defined business capabilities and digital technologies.

In the previous 2017 China Garment Conference, the same period set up 12 parallel forums and a high-end forum, listen to the speech of numerous guests, the reporter deepest word is - "data." When consumers become dominant, big data has become the "passcode" for driving the entire supply chain under the new retail environment. And this, but also put forward higher requirements for the enterprise.

From the past, the apparel industry has gradually transformed itself into a new consumer-oriented retail value chain based on the traditional retail chain-like value chain in which enterprises decide their own management mode and information technology. The current leader in the apparel industry is embracing the new retail business from the perspective of global marketing, big data driven research and development, manufacturing chain, omni-channel integration, smart stores and brand big data.

And on November 14, KPMG also released a report entitled "Cocoon into a Butterfly: The New Retail Empowerment Apparel Industry - The Glamor Transformation of the Internet's Biggest Class." The report pointed out that the apparel industry in the current round of reform will face a comprehensive digital, consumer-centric and information transfer accelerated upgrading of the industry, the complexity of the traditional clothing industry in the new retail process of change presents a variety of creative and to some extent lead Other related industry changes.

Tao Kuangchun, Chairman of KPMG Asia Pacific, said: "The digital economy will promote consumer-centricity and drive a shift from B2C to C2B's business model. Big data analytics can help manufacturers and retailers track changes in consumer preferences in real time and tap into potential Market, provide personalized products to guide the upgrading of consumer products.At the same time, with the continuous improvement of China's production capacity and innovation capacity and the pursuit of craftsmen's spirit and quality first, China's industrial structure is also upgrading and marching toward the high-end manufacturing and service industries "

Data Driven Manufacturing

C2M has become a hot direction for garment enterprises in the past two years under the guidance of individualized drivers, total demand for side-by-side reform and capital boost. "The concept is very good, the front end of the business, the factory can not do, the boss can not vote." Custom Plus Technology Co., Ltd. Partner Wei Wei summed up four sentences to express his rethinking C2M.

In his opinion, C2M is not just customization. It is an advanced supply chain model. It means meeting the individual needs of customers, eliminating the non-value-added intermediate links and opening up the barriers between factories and consumers.

The key to all this is data. C2M tailor-made clothing industry cool intelligent this gives a positive answer. Kurt Smart is the result of the transformation and upgrading of Red Collective Group. After more than a decade, it has built a distinctive "3D printing logic digital factory", realizing intelligent and global collaboration through data-driven and human-computer interaction. The whole staff Online, real-time synchronization, the formation of an industrial means and efficiency of manufacturing personalized products.

"In the past we are most concerned about technology, capital and talent, and now data, data and information have become the new value carriers of this era." Kuchter, vice president of intelligence, China Internet Industry Institute Secretary-General Li Jinzhu said the past by the supply chain sector Driven, low efficiency, now driven by customer data, at the core of this transformation is a change in organizational relationships that transform customer needs into a community of interests that require the integration of the full value from customer interactions, design, manufacturing, logistics, and platform services Chain, the ultimate realization of customer data command machine work.

However, C2C data-driven only applies to a high degree of standardization of the category or brand, how to meet the more personalized needs of consumers? Some innovative companies have tried. Just established more than 6 months of a clothing design R & D center into a custom proofing as the core business, independent designers and original brands to provide one-stop R & D services, is committed to creating the most professional and most efficient R & D supply chain .

"Our attempt at C2M was to face an independent designer, collect valuable style data based on the diversity of the original design, which is the version, and we have about 4,000 or so layouts available to independent designers Splicing basis. "Its founder Zong Xiaomei said the current initial result is a clothing Yang Yang within 6 months successfully served more than 200 designers.

Data driven warehouse logistics

"Through the Internet of Things and the big data behind it, it can solve the problem of long-term long-term inefficiencies in the apparel industry." Li Xingsen, associate dean of the School of Computer and Data Engineering at Ningbo University of Technology in Zhejiang University, said that in terms of Internet of Things, Is through the equipment, sensors, equipment and related things, the application of the garment industry will have some new value, for example, can optimize the production process, real-time understanding of the progress of production; tracking quality; data acquisition and management; wisdom of logistics , Real-time inquiries; effective anti-counterfeiting, anti-theft; insight into customers, master the primary data, and data accumulated to achieve data value.

Zhang Haijun, general manager of Guangzhou Rational's Internet of Things Technology Co., Ltd., which focuses on building smart factories, smart warehouses and smart stores, also points out that the new retail is a data-driven retail model that focuses on consumer experience and is a smart retail business combining Internet of Things with the Internet.

He said that big data simply is the Internet + Internet of things, is the virtual + real world, all data accumulated real-time perception and prediction. From a new retail point of view, many online companies through Ali, Jingdong to build a very good user experience, but the offline user experience needs to be improved, the brand needs to get through all aspects of online and offline, from product supply to the user experience full supply Chain transformation, the ultimate realization of the digitally driven wisdom factory, smart supply chain, smart stores, such as smart shelves, shopping guide magic mirror and other technical means to improve the user experience, big data collection.

And RFID becomes the key technology that uniquely intelligently, masters, and gathers data for every piece of clothing. "RFID can reduce labor costs, speed up the supply chain to reflect the speed, while forecasting sales, inventory transparency and increase sales." Zhang Haijun said.

9 brands, more than 300 processing plants, 3 logistics centers, more than 7,000 stores, more than 17,000 SKUs La Chapelle, and more than 150 factories, two logistics centers, more than 170 stores, more than 10,000 SKU UR will Is Richard's customer service, Zhang Haijun said that through the RFID platform and the company's existing ERP and other systems get through, the company will sleep the data back together again and again to achieve the entire supply chain data interoperability and accuracy, reducing manpower and Improved user experience.

Data Driven Retail

"No matter how retail changes, but its fundamental business logic has not changed, any one company is doing three things, the first access to traffic, the second conversion of traffic, the third continuation of the flow, nothing more than the allocation of resources in the process, the people The relationship with consumers is just one way to get around with these three logics. "According to Shenyang, vice president of Digital Retail, Cloud says it is trying to bring together the newer species companies on a platform based on their perception and understanding of data value, Set up on.

Smart Technology Co., Ltd. Hangzhou Lai COO Wang Hao also said that the store was originally a freight yard, is now a human haven, the brand from these three dimensions will store data and retail. The first is customer online, real-time understanding of customers, what kind of tags, the second is intelligent interaction, such as RFID.

In this sense, the data is actually driving the rise of new meaning individuals. Data efficiency and data matching efficiency, restructuring the retail industry chain and retail scene flow. In addition to know people, know the goods, intellectual property, businesses also know, know the goods, production, to make prediction ability to form a more efficient, data efficiency is the efficiency of the data category in the restructuring of the retail industry chain.

Shenyang said that any business want to do a good job in the future business need to build two libraries, one is the content library, one is the user tag library, user tags and user content to achieve one-to-one correspondence in order to stand in the future market competition in the tide head.

Due to the improvement of individualized quality of consumers, due to the coincidence of marketing scenarios and transaction scenarios, enterprises are required to build their own content library and achieve one-to-one interaction with target groups. A large number of new Brand, they may be the old brand iteration, it may be created by a new brand. "He said it is crucial to win over their core consumer base, each company's starting line is equal.

Although the value of the data is becoming more and more obvious, as Shenyang has said, it is impossible for enterprises to do their data work in a single step. They need to gradually understand the same frequency and brainpower and define three general stages for the enterprise: The first is from 0 to 1, all thinking to data, all business data, to understand the value of the data on what the enterprise, how to build and apply the data model; the second is from 1 to N, the scene data to create The ability of core consumers to experience in the storefront; the third from N to infinity, only the brand and the data have been linked, companies can have cross-border, cross-category, open up everything else.

The opening of the smart business era has also spawned many new sources of data access. In addition to RFID, there are many technological means that can be supported nowadays, such as Biotics, which brings a one-stop commercial system solution, integrates smart lighting, background Music, security monitoring of the entire system, not only for the store to provide consumers with more intimate experience services, but also can use the image capture and recognition technology to collect consumer trajectories, so that the passenger flow of gender, age statistics and other data analysis. Sengled Sheng Di wisdom, general manager of China sales Zhouyong Xiang said Sheng Di wisdom can also be through the image analysis technology to enhance the quality of VIP services.

The mobile payment is also a good entrance. However, Mu Lin, deputy general manager of Beijing Mein Technology Co., Ltd. said that the real access to mobile payment allows enterprises to have more access to data services and support, "pay it as an entrance, not a tool." But Mu Lin Emphasize.

According to IBM's forecast, the number of interconnected devices in 2020 will reach 30 billion. Not only do these smart devices capture social and transactional data, they can also be embedded in industrial and consumer devices, infiltrating all aspects of a business scene like an antennae. The further accumulation of data is bound to boost the opening of the smart business era.

In view of this, based on the data-driven global business access to long-term competitive advantage, through the scene, interaction, connectivity, experience to improve brand stickiness, to create new customer base, new needs and new services, no doubt has become the garment industry's next efforts direction.