361 ° sample of garment industry transformation: Science and technology enabling upgrading to meet the new year of sports

Since the beginning of this year, whether the traditional clothing giants are deeply in debt crisis or the delisting of chaopai giants, they are all indicating that the industry has entered a new ecology, accelerating the concentration of the clothing industry and speeding up the transformation of leading enterprises.

As China's leading comprehensive sporting goods company integrating brand, R & D, design, production and distribution, 361? (stock code of Hong Kong Stock Exchange: 01361) has become one of the samples of business and brand upgrading of many head garment enterprises. In an interview with reporters, the company said that it is continuously promoting the brand construction in the direction of specialization, youth and internationalization, and will make certain improvement in the direction of people-oriented in the future.

Technology empowerment is becoming an important starting point for the transformation and upgrading of 361. The company is expected to usher in a sports year in the next one to two years. As a brand providing professional sports equipment, the company will focus on professional quality and intensive cultivation; on this basis, it will also increase the content of science and technology, and strive to provide more high-tech value professional sports equipment for young people who love sports, so as to better help achieve better sports performance. "

Technology empowers garment industry

The new generation of information technology is leading to far-reaching industrial changes, and also forming a new mode of production. On the one hand, intelligent manufacturing such as intelligent equipment and intelligent factory is leading the change of manufacturing mode; on the other hand, network crowdsourcing, collaborative design, mass customization, precise supply chain management, whole life cycle management and e-commerce are reshaping the industrial value chain system.

In the process of clothing industry reform, big data is becoming more and more important. At present, many head clothing enterprises are collecting data through big data cloud platform in the process of transformation, and designing and manufacturing clothing through intelligent analysis. Finally, we can realize the ecological development of the industrial chain, open up the whole industrial chain, and achieve a win-win situation for manufacturing enterprises, service enterprises and consumers.

361 ° introduced to the Securities Times reporter that through the big data cloud platform empowerment, 361 ° can better understand and get closer to consumers, and provide more professional and cost-effective products through technology research and development. "Based on big data and scientific analysis system, 361 ° can grasp the change of consumption trend and young people's context, lead product design and marketing, and realize the transformation of sales channel to new retail and omni channel."

In the process of technology empowerment, adding technology content has become an important aspect of the transformation of head clothing enterprises. Google cooperated with Levi's to design Interactive clothing a few years ago, hoping to build wearable technology into ordinary clothes, that is, to weave electronic components into the fiber, so that the cloth can become a touch screen, the user's finger or gesture operation, and can control its electronic equipment, such as controlling music playback and other functions. 361 ° also recently announced that it will launch a new three state (3tech) technology system with the joint name of the world's science fiction IP "three body", and launch a number of science fiction function series products, in order to bring a visual feast and sports experience with a strong sense of technology and future.

361 ° is also exploring and trying to lead the new consumption trend, lifestyle and sports experience. "Black technology has the rhythm and process of public acceptance, but it is the head brand's active exploration for the future. In three bodies, when Luo Ji wakes up after hibernation for the first time, he finds that there are dynamic patterns on the clothing surface of people in that era, and they will change with people's emotions. "

According to the reporter's analysis, this new product launch jointly with the three bodies is not a 361 ° launch of black technology products. In December 2019, 361 ° released "q-bomb technology" and related products on its brand day, which caused hot discussion in the industry. In addition, 361 ° children also reached a cross-border cooperation with Baidu in 2014, and the two sides worked together to build 361 ° smart children's shoes.

The company has always attached great importance to scientific and technological research and development. "The company has a sports science laboratory in Asia, with leading professional sports production and R & D capabilities. So far, it has obtained 369 patents. "

"Technology empowerment will reflect a brand's pursuit of specialization and quality, as well as the leading of consumption trend." 361 ° analysis of the Securities Times reporter said that the commercialization process of black technology needs to consider "balance", including the balance of cost and price, the balance of quality and consumption ability, the grasp of consumption trend rhythm, the balance of leading concept and consumer cognition and acceptance, the balance of professional sports demand and mass market demand, etc In China, head garment enterprises need to continue to make efforts at these levels.

Fight for more market space

Black technology's blessing and launch of sci-fi function series products are only the first step of enabling the clothing industry with science and technology. From the 361 ° experience, in the process of business and brand upgrading, Omni channel marketing reform is still carried out. 361 ° in this process, mainly from three aspects.

First, make full use of the power of data. Through the use of Internet, big data, artificial intelligence, cloud computing and other technologies, the online and offline background data interconnection can be realized, and the consumer centered business operation can be carried out.

Secondly, according to the product tonality and main core groups, select offline channels for optimization and upgrading, and offline stores are still the experience position of brand display and consumption trend leading.

Finally, online and offline integration, Omni channel direct connection to consumers. "Taking the three body IP co branded product as an example, we try to impress young consumers with more social and interactive new ways of playing by exploring young people's interests and hobbies. From early warming up to live broadcast, drainage to the final harvest of fan traffic, full link marketing ensures the popularity of events, and communicates with consumers from different contacts. "

For this year's accelerated development of the clothing industry, 361 ° believes that with the change of consumer demand and trend, industry reshuffle is an inevitable phenomenon. No matter what changes in the external environment, brands need to grasp the consumer trend and market dynamics at all times.

In the view of 361 degree, industry reshuffle is beneficial to head enterprises to gain more market space. "According to the data, the average annual compound growth rate of China's sportswear market in the past decade is nearly 10%, which is significantly higher than that of other countries. In the next five years, the compound growth rate of sportswear industry is obviously better than that of other sub industries. Children's wear and sportswear are the only two garment sub industries with a compound growth rate of more than 10%, and they are still one of the garment industry. The development of the domestic sports industry is on a steady upward trend, and the market scale is gradually expanding. It is expected that the next one to two years will usher in the sports year. " In particular, policies on promoting the development of sports industry have been issued frequently to promote the development of sportswear industry. The State Council's several opinions on accelerating the development of sports industry and promoting sports consumption put forward that the total scale of sports industry will exceed 5 trillion yuan in 2025. With the growth of disposable income, the popularization of sports fitness activities and the upgrading of sports goods consumption, the market has great potential for long-term growth.

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