The digital and intelligent leap of national footwear enterprises | Red Dragonfly × Zhiyi
2024-07-12
Zhiyi Technology
In recent years, digital applications have become the general trend of all walks of life, and the new technological changes represented by AI artificial intelligence superimpose the continuous efficiency and expansion of the industrial chain in all links.Data has gradually become an extremely important factor of production and core asset in the process of enterprise development，重塑各industry生态The logic of development.
On the other side of the coin, the market presents the competition of enterprises that have been suddenly intensified after the new technology empowers productivity, and the demand for products that have been accelerated and iterated, among which the footwear and apparel industry, which is chasing fashion trends and has a huge volume, is the most.
As a "time-honored" national shoe enterprise brand that often ranks among the top in the sales list of men's and women's shoe brands on Double 11, it was established in 1995Red dragonflyThe secret to staying evergreen is to confirm the digital transformation strategy early, and have been proactively trying new systems, new formats, and moreAt the beginning of 2023, we signed a contract with Zhiyi Technology to use data to gain insight into consumer needs and drive product research and development。
从一般企业的生命周期来看，那批成长、兴盛于时代沃土的老牌鞋服企业，如今不约而同陷入了“诸神黄昏”的窘境，一个个亏损的亏损，倒闭的倒闭，到现在能与新秀一较高下的品牌不多。
Even though there are various complex reasons behind the decline of each brand, from a macro perspective, it is not difficult to find that most of them are at the moment of "thirty years of standing" and "new technology leap".In the face of innovation, if you dare not take risks, dare not break the path dependence, and dare not dare to make radical changes, it is very likely that you will not be able to keep up with the changes in the environment, and finally replaced by the market and forgotten by the times.
Red Dragonfly, a veteran shoe company that is also very national, is facing a "mid-life crisis" but showing a different vitality. A person from Red Dragonfly once said, "In recent years, many local shoe companies in China have declined, and in response to changes in the industry, many traditional enterprises have begun to try digitalization."红蜻蜓就是最早的一批。”
Based on this, in the digital transformation that was paved in 2017, Red Dragonfly has gradually established an application system covering all business levels, steadily accumulating rich experience in digital operations, and多次成为双11男女鞋销售额TOP10排行榜上的常客to compete with Belle, Skechers, etc.
In the near future, with the in-depth integration of digital construction and business, Red Dragonfly has gradually entered a more intelligent and accurate digital intelligence process, and further deepened the depth and breadth of intelligent operation.
据红蜻蜓高级副总裁张绍斌表示：“红蜻蜓数智化升级最大的一个变化就是以消费者需求的数据洞察为中心来驱动研发、生产、销售的全链路，靠关键节点的数据去驱动企业的智慧运行。”
2023年初，为了用数据更好地洞察消费者需求，驱动产品研发，红蜻蜓与知衣科技达成战略合作, designed with the help of data intelligence SaaS products【知衣】、【知款】、【抖衣】等主动挖掘市场需求点，最大限度优化资源配置，形成更强的产品竞争力，提升经济效益。
所谓数智化实践，实际上是借助数据智能SaaS产品查找、收集、分辨信息，从中筛选有价值的部分将之聚合分析为有效数据，并深度结合企业业务后沉淀为数据资产，逐步形成可以指导企业生产、经营、决策的“超级大脑”，最终反哺各项业务实践。
在数年的数智化运营基础之上，此次红蜻蜓选择知衣科技，主要将通过以下功能来实现洞察消费者需求、挖掘流行爆款等方面的数智化实践：
【知衣】产品极尽详实地收录了各行业在天猫淘宝等不同电商市场的销售数据，从最基础的商品、店铺、品牌的销量销售额概况，到经自动化分析归类为更精准的品类、属性细节，尤其适合作为商业企划、新品开发等业务场景中的结论支撑，或站在行业格局来预判市场趋势。
以女鞋为例，品牌商家可以在启动设计端工作之前关联到已被验证的热销款式，哪怕是女鞋中的马丁靴品类，【知衣】都可以自动生成跟底款式、跟高、筒高等垂直属性的精准销售占比数据，作为测算备货库存SKU的重要依据。
而当这些与品牌业务高度相关的竞品、款式、价格等浩瀚且冗杂的销售信息，在经过【知衣】的筛选处理之后成为关键市场数据，与公司历史订单资料互相结合、印证，由此便能创建出属于每家鞋服公司的行业数据库。
比如红蜻蜓的订货会，在进行数字化转型后，数量从原来的一年四次直接猛增到现在的月月上新，据红蜻蜓方面表示：“新品上市的频次加快了，规避了原来订货计划不准带来的库存风险。”
相信与知衣科技合作中，红蜻蜓在拥有专属的行业数据库后能形成一个看不见的“超级大脑”，帮助他们在数智化进程中以更准确的用户需求洞察和更快速的设计速度，更精准地预判爆款风口，赢在起跑线。
One-stop access to domestic and foreign social media trends
在大数据和图像识别技术、人工智能推荐引擎等最新算法的赋能下，企业可通过【知款】与国际时尚趋势接轨，依托数据分析对流行趋势做出准确分析。
基于收录了INS、小红书、得物等海内外时尚资讯平台，还有批发、零售市场等线下鞋服渠道，【知款】构建起了服装业内规模最大的结构化服装数据库。品牌/设计师可一站式阅览最新、最全的流行趋势分析，以及各个大牌的秀场高清大片。
此外，【知款】在汇总整合各渠道的时尚资讯之外，还用数据分析解构了色彩、面料、款式、图案等关键元素，通过占比、走势协助品牌预判国内外的未来流行趋势，结合品牌设计自己的灵感后内化为新一季设计元素储备。
知衣科技专业的趋势团队也会在[Knowing].「趋势报告」区持Continue to output industry-oriented white paper reports, such as "2022 Double 11 Women's Shoes Overall Sales Review Analysis", "Autumn and Winter Men's and Women's Casual Shoes Trend Analysis", "Women's Shoes Show Trends and Hot Product Data Analysis", etc市场销售数据+秀场趋势分析的综合性报告，供品牌在找款、选款时参考。
Explore Douyin/Xiaohongshu multi-channel growth space
行业发展至今，多渠道运营已成为既定事实，近年来流量渐涨的抖音/小红书更是鞋服品牌寄托业务增量期望的重要入口，有望成为与淘系并重的增长路径。
但相比淘宝天猫稳定且固化的生态环境，抖音/小红书的电商生态则呈现出更有冲劲、也更为原始粗放的野蛮生长态势，It will bring more opportunities and challenges to the brands that enter the game, and it will be more and more necessary to support them大量专业数据提高运营决策的准确性。
通过【抖衣】、【知款】上直观的可视化数据呈现，企业很轻易就能实现抖音、小红书精细化运营, regardless of the superficial layer热销爆款、款式趋势，还是里层的消费者定位、运营策略等服务，包括达人带货转化、竞品投放策略等关键数据，都能被精准获取，从而准确评估。
哪怕是内容营销策略，品牌都可以在数据捕捉热点的基础上，对同平台、同品类的爆款营销内容做参考，高效种草/合作。
In today's market, consumer demand is changing, products are changing, and scenarios are changing, and enterprises are always in the midst of dynamic changes and random opportunities and challenges.
在鞋服行业同质化竞争激烈的当下，以红蜻蜓为代表的国民品牌，即使具备了超强品牌影响力和号召力，他们仍在努力主动拥抱数智化。这种勇于创新、敢于变革的精神，才是基业长青的真正秘诀。
可以想见，在与知衣科技【知衣】、【知款】、【抖衣】With the empowerment of data intelligence SaaS, Red Dragonfly will further abandon the subjective trial and error of traditional footwear and apparel companies in the past to "cross the river by feeling the stones", and once again widen the distance between them and traditional footwear and apparel companies in the process of digital intelligence, which is expected to provide higher possibilities for the business to a higher level.
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