Service Cases | "Golis Group" joins hands with Zhiyi Technology to drive design change with AI
2024-08-09
Zhiyi Technology
From portals, search, social networks, and mobile Internet, companies are always standing on the knife edge of the times to face the ever-changing anxiety, looking for opportunities to coexist between the best and the worst, facing the future that has come, creeping forward in the changes, while trying and making mistakes, while exploring.
As the saying goes, the winners are proud of the rivers and lakes, and the losers are Ragnarok. When we take stock of the top companies, we find that the companies that can stand the test of time and go through the life cycle are all changemakers who take the initiative to break through, innovate, iterate and change. thereforeThe long-term foundation of an enterprise does not rely on a momentary wind or luck, but the ability to judge the situation for a long time。
创立于1996年的歌力思集团，亦在赢家之列。从细分客群执行多品牌策略、顺应互联网技术变革进行数字化转型，再到以人工智能为驱动多维赋能商品生产链路，Golis Group has been innovating and seeking change。
In the face of the ever-changing market environment in recent years and the ever-advancing consumer demand,歌力思集团Keeping up with LVMH Group, Kering Group and other well-known international fashion industry groups at home and abroad,A multi-brand strategy was executed。
为此，歌力思集团一边坚持孵化、培育和发展中国本土的高端女装品牌——ELLASSAY，另一边不断收购国际品牌，拓展地域市场，引进德国高端女装品牌Laurèl、美国轻奢潮流品牌Ed Hardy、法国设计师品牌IRO Paris、英国当代时尚品牌self-portrait等，初步It has formed an international brand matrix integrating fashion, fashion brands, light luxury, Internet celebrities and other fields。
Under the multi-level brand strategy, Golis Group covers the different segments of the apparel industry, so that its performance growth has a certain degree of sustainability and the long-term trend is improving. But on the other hand, it also puts forward a further demand for the design differentiation of Golith: each brand under its umbrella must have a clear and definite market positioning and value proposition, which corresponds to a high degree of independent design, operation and promotion.
In 2020, the Golis Group announced the start of a comprehensive digital transformation，即以消费者为中心，数据驱动全产业链，全方位优化企业运营。于设计端，便是通过人工智能的方式，将淘系、抖系等多个运营平台的数据智能分析，并面向服装市场捕捉一线流行趋势和消费者需求，以此提高多品牌服装设计的精准度。
In order to pursue the long-term development of the enterprise, Xia Guoxin, chairman of the board of directors of the Golis Group, loves to study the works of Peter Drucker, a master of modern management, and enshrines his philosophy as a guideline, "The company's management philosophy 28 articles, basically most of them come from his original words, and the company will also organize learning, especially after the end of the important management meeting, all people must read these management regulations." ”
由上至下的倡导，使彼得·德鲁克对歌力思集团产生了深远的影响。其中，彼得·德鲁克在谈及企业经营适应变化时强调道：“Change is not the most important, the trend of change or the change of trend is the most important, and the change of trend allows people to discover the visible future。”
Obviously, for the Golis Group, even if面对的是瞬息万变的互联网时代，The key to solving problems is always how to spot trends and capitalize on them。
至此，歌力思集团与知衣科技达成合作是一个水到渠成的发展结果，双方围绕商品分析、设计企划、决策管理等场景，Build an intelligent clothing design platform belonging to Golis Group, so that everything has traces to follow and evidence to follow。
在此次合作中，Zhiyi Technology's "Zhiyi" productBuilt a store for the Golis Group【Overview Kanban】, including data overview, store products (new, pre-sale, hot-selling, all), marketing analysis, evaluation analysis, fan portraits, Douyin hot push, similar recommendations and other dimensions, to further enhance the data analysis capabilities of Golis Group for each of its brands, enabling accurate operation.
运营人员可以通过【Sidebar】Filter any required dimensions, view the sales data of target categories and products in each time period, and intuitively see the basic information and overall market performance of each store's operation.
It is worth noting that in【Store Analysis】Under the page, you can present the categories, attributes, prices, colors, sizes, and fabrics of the products on the shelves of the store one by one, and directly grasp the "explosive formula" of the products that are more popular with consumers in each store, so as to facilitate the subsequent clothing design and selection.
at[Evaluation Analysis]page, you can easily check the proportion of positive and negative reviews of the store, and can refine the keywords of bad reviews, simplify the workflow of operators, and provide a basis for the marketing and promotion optimization of subsequent products.
Pass【Live Broadcast Analysis】page, which can visually present a series of data such as the overview of the brand's self-broadcast, product list, and cooperative anchors, which is conducive to improving the efficiency of the brand's review and summary of the live broadcast and identifying the effect of cooperation.
From offline to online, local to international, single to diversified, Golis Group has been constantly seeking younger attempts and greater incremental space in recent years.
Under the bombardment of changeable and fast-paced trends, if enterprises want to win market share, the goods produced must keep up with the first-line fashion trends, and the design must have a more keen sense of smell and more flexible response ability in order to occupy a place.
This is especially true of the Golis Group, which executes a multi-brand strategy.
Based on the above background,After the cooperation between Golis Group and Zhiyi Technology, it also opened a professional model of data-driven production on the design side by using "Zhiqian".。
First: Capture the most cutting-edge international trends
With leading image recognition technology and artificial intelligence recommendation algorithms, "Zhiqian" has gathered more than 10,000 international first-line brands and domestic and foreign designer brands【Show】The page provides designers with the latest fashion week launches in more than 30 regions around the world, such as New York, London, Paris, Milan, etc., directly from the birthplace of fashion, helping designers gain insight into the most cutting-edge industry information.
at【Trend】"Zhifu" gives full play to the advantages of big data statistics and image recognition technology to analyze the design elements of clothing on a global scale. The content is mainly divided into:【Real-time market trend analysis】and【Future Market Trend Analysis】It supports the statistics of market share changes in three years, including categories, styles, colors, patterns, fabric materials, fabric processes, silhouettes, collar shapes and other ten analysis dimensions and their upward and downward trends.
In addition, Zhiyi Technology's professional market trend team will be【Industry Report】The page provides the latest and different dimensions of popular analysis reports, and outputs industry trends in the form of data analysis, which is convenient for designers to clarify their ideas when looking for and selecting models.
Second: INS, Weibo, and Xiaohongshu bloggers wear synchronously
Pass【Style】页侧边栏的款式来源、地区、季度、粉丝数等条件，设计师可快速筛选国内外品牌新品，点击对应图片更能直接获取该发布会的一系列最新设计。
Source: Zhiyi
If the designer has a favorite target style on INS and Xiaohongshu, Zhicai also supports simultaneous inclusion, which can enrich the inspiration of clothing design according to the outfit of its blogger.
Also, click【Little Red Book】page, you can also efficiently get the most popular styles of Xiaohongshu at the moment, and automatically generate a hot list, including a list of fashion experts, popular brands and popular notes.
Third: quickly find the same style as the trend
In the 2022 Spring Festival Gala of the Year of the Tiger, Zhang Xiaofei's blue-green velvet coat appeared on Weibo's hot search for the first time, even if the price of the same model was tens of thousands, it was sold out within ten minutes...... This shows the tremendous energy of fashion trends.
So, how do fashion designers get the details of the same style as the star?Enter Zhang Xiaofei in the search box of "Zhiqian"., you can immediately retrieve the target style, and even the same style in the past.
Click on the picture to enter the detail page, and you can also quickly get the detailed information of the same style, such as color, silhouette, collar shape, fabric and model shape, etc., so that the designer can collect and organize the information.
Source: Zhiyi
As one of the industries with high artistic value and aesthetic value, the apparel industry has always been characterized by non-standardization, aesthetic diversity, and changeable trends, and it is more necessary to use objective data to drive subjective decision-making.
Through cooperation with Zhiyi Technology，Golis GroupUnder the ever-changing competitive situation, it has reshaped its digital capabilities, not only completed a more concise and efficient business sorting and data review on the operation side, but also improved its ability to control consumers and market trends on the design side, and supported the design orientation of clothing brands of different categories and customer groups.It truly realizes the vertical refined operation。
Zhiyi Technology has assisted Golis Group to further improve its multi-brand matrix strategy from top to bottom and from the inside out, empowering the company to grow lean.
