服装企业全链路数字化转型路径

The path of full-link digital transformation for garment enterprises

针对我国服装企业数字化转型过程中上游数字化设计开发能力不足、中游生产端数字基础薄弱、下游销售端用户体验价值创新不足等问题,设计端通过引入Style3D数字化设计模式,生产和销售端嵌入报喜鸟、SheIn 2家适应数字化转型的典型案例来探究中国服装企业数字化设计、生产、销售环节全链路转型路径,并进行梳理总结。结果表明:服装企业全链路数字化转型时,设计端可采用Style3D模式,整合数字资源、云端协同开发设计产品,提高设计采用率;生产端可借鉴服装品牌报喜鸟,搭建智能柔性化的定制平台;销售端可参考SheIn品牌,挖掘用户数据精准营销、提供完整的购物体验等。研究服装企业全链路数字化转型路径,可为服装品牌企业提供有效指导和借鉴,更好地推动服装产业可持续发展。

In response to the problems such as insufficient upstream digital design and development ability,weak digital foundation at midstream production end,and insufficient innovation of user experience value at downstream sales end in the digital transformation process of Chinese clothing enterprises,Style3D digital design mode was introduced into the design end.In the production and sales end,two typical cases of Baoxiniao and SheIn that adapting to digital transformation were embedded to explore the full-link transformation path of digital design,production and sales of Chinese clothing enterprises.The results show that in the full-link digital transformation of garment enterprises,the design side can adopt Style3D mode,integrate digital resources and collaborate with cloud to develop design products,and improve the design adoption rate.The production side can learn from the clothing brand Baoxiniao to build an intelligent and flexible customization platform.The sales side can refer to the SheIn brand to mine user data for precise marketing and provide a complete shopping experience.Research on the full-link digital transformation path of clothing enterprises can provide effective guidance and reference for clothing brand enterprises,and better promote the sustainable development of the clothing industry.