Users participate in product design on the customized platform, intelligent robots effectively improve the qualified rate of products, digital marketing rapidly improve brand awareness... In the consumer goods industry, digital technology has effectively promoted the industry to increase varieties, improve quality and create brands. It not only supports the high-quality development of the industry, but also better meets the needs of the people for a better life.

He Yaqiong, director general of the Consumer goods industry Department of the Ministry of Industry and Information Technology, said in an interview with the Economic Daily that China will continue to push forward the "three products" action of digitized consumer goods industry, grasp the development direction of digitalization, networking and intelligence, and use the new Internet technology to transform the consumer goods industry in an all-round chain. Give full play to the amplification, superposition and multiplication of digital technology to increase varieties, improve quality and create brands.

Cover key areas

Women's clothing brand Meili Wear has been rapidly expanding the number of stores since 2018, which has led to problems with system stability. After adopting Lenovo's smart retail software service solution, Meili Wear has spent 1 year to build two business data centers and realize digital transformation, and has realized full business coverage from purchasing to warehousing, from goods to membership, from sales to finance. This scheme is also constantly upgraded according to different volumes and stages of development, which strongly supports the rapid development of Meili Wear from 180 stores to 700 stores, with an annual retail value of over 600 million yuan.

With more than 5,600 stores operating in more than 140 cities in China, Baiguoyuan is the largest fruit retail operator in China. How does such a big company manage its employees? With the help of the human resource management platform created by Inspur Haiyue, tens of thousands of employees in Baiguoyuan break through regional restrictions to realize mobile clock. Considering the characteristics of cross-region, numerous stores and frequent staff changes, the platform reasonably arranged employees to work together, effectively improved the efficiency of human resource management and promoted the digital transformation of enterprises.

"In recent years, the consumer goods industry has continued to promote digital and intelligent transformation. The digital level of R&D, design and production and manufacturing has been steadily improved. Major breakthroughs have been made in key technologies of intelligent manufacturing in key areas such as household appliances, textile and clothing, and consumer electronics. Smart manufacturing pilot demonstration projects basically cover the whole industrial chain of consumer goods." "He Yaqiong said.

Data from the integrated public service platform show that the penetration rate of digital R&D and design tools, the digitalization rate of production equipment and the digitalization rate of key processes in the consumer goods industry exceed 69.5 percent, 51.2 percent and 52.1 percent, respectively. With the help of digital technology, the consumer goods industry has achieved positive results in increasing varieties, improving quality and creating brands.

Li Boyang, director of Consumer goods Industry Research Institute of CCID Research Institute, Ministry of Industry and Information Technology, said that in recent years, e-commerce platforms, while creating more new forms and models of consumption through digital empowerment, also make use of their own technology, resources and platform advantages, and continue to extend to the upstream production links, more effectively connecting consumption and production. For the consumer goods industry to increase varieties, improve quality, brand inject new impetus.

In terms of brand creation, e-commerce platforms have unique advantages. Under the new mode of e-commerce, such as short video and live broadcast, a large number of small brands in the field of consumer goods have obtained a new low-cost and efficient communication channel, and consumers have a more comprehensive and transparent understanding of product design, production, circulation and other links, as well as a more thorough understanding of the brand concept and brand culture contained in the products. For example, the Puyuan sweater industrial belt in Tongxiang, Zhejiang Province, used to be mainly OEM, with few local brands. With the help of Douyin e-commerce platform, many famous brands have emerged in Puyuan, which also drives the development of regional sweater brands.