Economic Observer reporter Liu Chuang "Dream Industry Jewelry Industry 4.0 does not mean the subversion of the jewelry industry, but wants to give the jewelry industry some new highlights in the era of consumption upgrading." Li Qingfei, chairman of DreamWorks Jewelry, said.
In 2015, China’s first year of the “Made in China 2025†strategy was considered to be the localization of German Industry 4.0 in China. A year later, DreamWorks Jewelry presented the Jewelry Industry 4.0 in Shenzhen Shuibei. The goal is to reduce the communication between the production end and the consumer end and reduce the cost, so that the industrialized manufacturing can meet the individualized needs of consumers.
Industrialized mass production and consumer demand for differentiated products seem to have natural contradictions. In the consumer's impression, personalized, customized and independently designed products often have distinctive aesthetics, connotations, and quality, but this means that design and production must be carried out at a higher cost, so often Linked to "high end". Industrialized mass production, on the other hand, is batch, fast and simple, but it is not seen by some consumers.
The proposed Jewelry Industry 4.0 is the tenth year in which Li Qingfei entered the gold and jewellery industry. In the past ten years, China's gold industry has prospered due to rising gold prices, policy dividends and the market's just three factors. However, the current market situation has changed and the industry has entered a low tide, which requires new directions and inspiration.
“The first three industrial revolutions were centered on improving efficiency, quality and scale, and the fourth industrial revolution. I think how to meet the individual needs of consumers and benefit everyone.†Li Qingfei said that the Internet has become the present. The new infrastructure of the society, the collection, induction, organization and transmission of information, the cost is infinitely reduced, and the individual needs of people should be placed first.
Li Qingfei's judgment is that in the future, the jewellery industry will still have 60% to 80% of the market is the finished product market, and the customized demand will become an important supplement to the market, and will slowly increase. Meeting the needs of this part is the starting point for the business logic of the Jewelry Industry 4.0.
Jewelry consumption change from “practical†to “fashionâ€
"I went to junior high school in 1982 and I had my first piece of clothes for me. I used to wear my brother before that." When talking about the concept of jewelry industry 4.0, Li Qingfei talked about the clothing industry.
Until the mid-to-late 1980s, China's clothing market was actually just a fabric market. Everyone went to cut clothes. The fabrics were not genuine, they were not strong enough to wear, and they were the main standard for evaluating clothing. In the old three years, the seams have been replenished for another three years, which is a true portrayal of the clothing market at this stage.
“Gold is the main raw material of the Chinese jewellery market. Gold accounts for more than 80% of the total jewellery market, and China is still the world's rare gold, with thousands of gold and other purity exceeding 99%. This has many similarities with the early clothing market. It is not heavy style, no heavy design, no heavy brand, no heavy service, but heavy raw materials, heavy purity, heavy weight, heavy price, good quality and low price."
In 2013, The Wall Street Journal specifically used the word “dama†(aunt), which is derived from Chinese Pinyin, to pay attention to the gold purchasing power of Chinese aunts. The “preservation†attribute has been ranked among the psychological weights of Chinese consumers in purchasing jewelry. Forefront.
“In the past ten years, solving the problem of 'having no,' and satisfying the need is the main problem of the Chinese jewelry industry. Just as the early clothing is focused on satisfying the consumer's cover, the later styles, brands and functions become the choice elements of the clothing. From practical to Fashion, China's jewelry market is in this transitional stage today."
What will happen next? Li Qingfei's inspiration comes from his personal experience in China's gold management gold store: some friends found him, hoping to engrave some words on jewelry and gold to commemorate and give gifts. I thought it was just a little effort, but later found that the customer is such a simple The need to solve it is not easy! It is necessary to go through lengthy links such as store managers, purchasers, wholesalers, factories, logistics, etc., and the products that have undergone minor changes have no basis for reference in the process, pricing, and supply cycle, so that the seemingly simple and reasonable demand changes. It has become a kind of human debt driven by various friendships. Why did it become like this? “When solving 'there is no,' the main point of competition is that the quality cost is controllable, and the mass production maker wins. And this seemingly minor change actually leads to the inversion of the entire process. In fact, Now there are more and more people who want such a small change!" Li Qingfei said.
The development of information technology has made people's communication efficiency with people, people and things increase rapidly. Taking the network car as an example, the map positioning of the mobile phone network app and the car platform have changed in the past due to poor communication of information, taxis in the street to sweep the streets to find customers, passengers to grab the car on the street. Li Qingfei judged that when such an Internet became the new infrastructure of the society, the watershed of the jewelry industry will also follow, and the individual needs of consumers should be accurately collected and satisfied as the cost of communication decreases.
How to accurately convey the consumer's individual needs to the production end is the key to the communication process. In the minds of consumers, the demand for products is sometimes more vague. Li Qingfei said, for example, if a consumer wants a bracelet, he might want a classical one, but with modern elements, not too thick, but at the same time not so thin. Such demand is difficult for the designers and producers of the product to grasp, so it is necessary to express the consumer's needs through digital information, rather than the way of fuzzy non-digital information. "The change is not jewelry. It is a change in the way jewelry is played. In the past, jewelry was bought in the store when there was demand. Now, it is not jewelry that is bought in the store. It is the recognition of the consumer's ideas and can help him." Li Qingfei said that DreamWorks Jewelry has invested tens of millions of yuan to build a jewelry software platform designed by consumers. Consumers can choose their own color, shape, size and other elements on the platform and combine them themselves. Get the products you want.
The software platform is connected to the consumer end, and the other end is the production end. For the factory, the software identifies the products identified by the consumer, develops the most suitable production process, and sends the digital production process information to the factory.
Li Qingfei said that after two years of iteration and investment, it has signed contracts with more than 800 jewelry stores nationwide, and more than 300 of them are already using the system. In addition to the reduction of communication costs in software systems, DreamWorks Jewelry has become a unique style of play in channel promotion, partner selection, and market brand marketing.
The core of Jewelry Industry 4.0
Collecting the needs of individualized consumers through the platform system, and opening up production links for industrial production, there are typical cases in the fields of clothing and home.
Hongling Group provides custom clothing, custom closet of the main Sofia 002,572, attending shares, and 300,616 custom home still product delivery, attending stocks and other enterprises in recent years have been huge investment in the systematic platform construction, construction of Internet-based, Digital industrial production mode, while meeting the individualized market demand of consumers.
The core of Jewelry Industry 4.0 is to meet the individual needs of consumers, but the design and production process of the back end needs to be redesigned. Li Qingfei told reporters that at the production end, the most expensive stage lies in the drawing design process, because the cost of doing creative is much higher than the cost of ordinary workers, and when the design plan needs to be modified or even reintroduced, the order is It cannot be implemented in the production process. This link requires a lot of time cost, and for the factory, the shorter the production time and cycle, the more controllable the risk.
“We invested a lot of money in research and development investment, so that consumers' orders can enter the last level before production. Consumers can see their own designs and selected style pictures on the system platform, but as long as they can be completed on the system. In the factory, it can be produced and executed.†Li Qingfei said that the meaning of the system platform connecting the consumer and the production end is that the traditional design and creative links can be handed over to the consumers themselves, and the consumer's design scheme is digitalized. The information is passed to the factory and can be produced directly and accurately.
This does not mean that all designs are left to the consumer independently, or that the consumer's design can be unconstrained. In order to ensure the product's enforceability in production, the design provided by the system platform needs to be executed within a certain boundary. Li Qingfei said that, like cosmetic surgery, it is always carried out within a reasonable range. It is impossible for a consumer to take a photo of P too much and let the doctor look like a photo. Expanding the boundaries and giving consumers the most desirable and executable design solutions is an important goal of the continual iteration of the Jewelry Industry 4.0 system platform.
In the early stages of cultivating the personalized consumer market, individual needs also need to be guided and motivated. Li Qingfei said that sometimes consumers do not necessarily have a very clear product image, but they need constant trials and market guidance. And more personalized needs For young consumers, stars play a role as leaders in fashion consumption guidance. DreamWorks introduced the “Bazaar Philanthropy Star Design†project jointly initiated by Fashion Group and Star Force, and invited Mo Wenwei, Yang Yang, Guo Caijie, Tan Weiwei, Naza, and Xu Weizhou to become six popular stars, integrating technology and design, star and public welfare. Targeting the market potential of the fan economy, fashion guides for personalized, customized jewelry. It is reported that DreamWorks and Fashion Group have signed a 10-year strategic cooperation on "Bazaar Charity Star Design", which continues to promote the fashion journey of Chinese jewelry with 60 stars.
Such technological investment and star resources are of great appeal to jewelers, and cooperation with local jewellery leading companies is the channel choice for DreamWorks jewelry. “Dream workshop adopts the resource sharing model and provides these resources to national partners for free. At the same time, it combines fashion jewelry promotion with public welfare projects, encouraging partners and young fashion jewelry consumers to join the stars and praise them for love. The teenagers in the impoverished areas of China who are full of artistic dreams provide help and cheer for their dreams!†Li Qingfei said.
After more than two years of continuous investment, the DreamWorks Jewelry Industry 4.0 program has been promoted in the market since November last year, initially forming a new industry trend of intelligent platform oriented by “star + public welfare, design + technologyâ€, Li Qingfei expects, This year, more than 1,500 gold stores will become partners in the DreamWorks Jewelry Industry 4.0 Intelligent Platform, and sales will exceed 200 million yuan. Some investors have asked him, and now fewer and fewer young people are entering the gold store. This sexual demand is mainly from young people. What should I do? Li Qingfei’s answer is that this is a common problem faced by the jewellery market and the gold store in the transition. It is precisely because of this that the traditional gold store is combined with the jewellery industry 4.0. The gold store is the main place to buy gold jewellery. These changes are just attracting A good way for young fashion crowds!
Liu Chuang Economic Observer
Economic Observer, company reporter
Resident in Shenzhen, focusing on hard technology fields (VR, drones, robots 300024, medical stocks , artificial intelligence, good at big companies, people reports, etc.).
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