The brand is known as "Hermes" in the yoga apparel industry. After receiving the invitation, Chen Kangbiao was very pleasantly surprised. He had waited 6 years for this moment.
As the general manager and founder of Foshan Luokexixi Clothing Technology Co., Ltd. (hereinafter referred to as "Luokexixi"), Chen Kangbiao has won the design and production of yoga
Sportswear of Li Ning, Jiangnan Buyi, keep and other brands in 5 years, and product sales Development from domestic to foreign.
"It's not over yet in June this year, and our sales have reached the level of the whole year of 2021." On June 16, when he got the latest sales data, Chen Kangbiao was very grateful that he chose to start a business in Dali, and he was very grateful for that year. Begin to adhere to the concept of digitalization.
Dali Town, Nanhai District, is a famous
Underwear town in China. There are more than 800 underwear manufacturers here. With a keen sense of industry change and persistent informatization and digital transformation, Luo Kexixi has achieved the reverse in the economic downturn. surge.
Chen Kangbiao is convinced that it is digitalization that has changed Roccosi's fate and also his fate.
Efficiency empowerment
Invested 12 million yuan in 4 years for information transformation
Entering the Roccosi factory, it is different from the style of traditional underwear companies and is full of digital elements.
In the office area, the "production and operation cockpit" display screen provides real-time feedback on the procurement, production and inventory of each department and each order; in the production workshop, the intelligent cutting equipment continuously and stably completes the cutting instructions, and the intelligent hanging system is in an orderly manner. Accurately transmit different cut products to the next station; in the smart cloud warehouse, the raw materials have been automatically distributed and put on the shelves, ready to be automatically transported to the production workshop, and the staff on the side are submitting tasks in the system: the packaged finished products will soon be delivered to customers. .
In the production workshop, the intelligent cutting equipment continuously and stably completes the cutting instructions, and the intelligent hanging system methodically transmits the different cut products to the next station. Xiao Shasha filming
In Luoxicsi, the production of a yoga suit needs to go through several links such as customer ordering, design, procurement of raw materials, cutting, sewing, inspection and packing, warehousing, and delivery, and most of these links are smart devices. Operating on the cloud, they shortened the original 2-3 month average production cycle of the underwear industry to 7 days, increasing the efficiency by 80%.
"This was something I didn't dare to think about 5 years ago." Chen Kangbiao recalled that in 2016, when the traditional underwear industry across the country had obvious overcapacity, he insisted on establishing Roxic, and many people thought that the opportunity had been missed.
Indeed, an industry insider told the Southern + reporter that the biggest problem with the traditional underwear business is inventory. "There are many sizes of underwear products. There may be more than 200 sizes of underwear of the same color. If it is not mass-produced, it will not make money at all." At the same time, underwear products are highly seasonal and influenced by trends. Most of the life cycle of a single product is only 2-3 months. Once the "shelf life" has passed, the product will become inventory. But even with the risk of overstocking, many companies still have to frequently launch new products, because new products are the most convenient way to acquire customers and stimulate repurchase.
This contradiction makes underwear inventory management very difficult, which has almost become an unsolvable problem. An important reason for Chen Kangbiao's insistence on informatization transformation is to solve the inventory problem.
As a result, Luo Kexixi made a series of attempts: in 2017, the first intelligent transformation of the production line was carried out - the installation of flow troughs, the classification and transportation of different styles of Yoga Clothes, and the realization of small batch assembly line production; in 2018, Luoke Xixi has added intelligent cutting equipment, and replaced the flow tank with intelligent hanging to achieve stable product quality; , procurement, warehousing and other content are digitally presented, and an in-depth inventory of inventory has been carried out.
He said: "We invest in informatization and digital transformation when we make a lot of money, and we are all in the production line."
From 2016 to 2020, Luoxicxi invested 12 million yuan in information transformation. For many companies with annual revenue exceeding 100 million yuan, such investment may not be too much, but Luo Kexixi's annual revenue in 2020 is 20.8 million yuan, which is equivalent to the annual profit used in research and development and transformation.
"Informatization transformation is the foundation of digital transformation, and we must do it in this step." Chen Kangbiao worked in a traditional underwear company in Shenzhen for several years before establishing Roccos. It was this experience that made him realize: only information Only through digital transformation can we ensure the quality of our products and win the favor of the market and the trust of customers.
Product empowerment
Respond to the ever-changing market with flexible production
In the past few years that Chen Kangbiao was fighting, the Chinese yoga consumer market began to awaken. According to the report of Zhiyan Consulting, from 2015 to 2019, the compound annual growth rate of China's yoga consumer market scale was as high as 37.8%, becoming a rapidly developing blue ocean market. The popularity of the market has attracted many brands to enter the market. In addition to first-tier brands such as Lululemon, Adidas and Nike, traditional sports brands Li Ning and Puma, as well as domestic emerging sportswear brands Keep and Maia Active have also entered the market.
In 2021, the size of my country's yoga market will reach 32.21 billion yuan, and its growth will mainly come from yoga vertical products. The Chinese yoga industry predicts that the market size will exceed 50 billion yuan in 2023, and the market value of the global yoga clothing market is expected to reach 47.9 billion US dollars by 2025.
At this year's "618" shopping festival, Chen Lin, a full-time mother who lives in Jingyu Haoyuan Community, Guicheng Street, Nanhai District, ordered several sets of keep brand yoga clothes for her family. "Many people around me started exercising, and our whole family also followed the keep software to exercise together. The yoga clothes are the most suitable, professional and easy to wear."
The keep brand yoga clothes worn by Chen Lin are produced by Roccosi. In Roxicsi's flexible production workshop, more than 5,000 pieces of such yoga clothes are sent to various places every day.
"Our production logic is that after receiving sales data from customers, if the inventory of a certain item is running out, we will produce for a single item, and produce whatever is missing, replenish it at any time, and keep the item in stock forever. "Chen Kangbiao introduced that this is the benefit of flexible production.
Open the 3D modeling (STYLE3D) system independently developed by Roxic, and a structure diagram of a human body model is presented. Designers use this software to design yoga clothes. "In the traditional concept, clothes can be made by cutting and sewing only a few pieces of cloth, but this is not the case with yoga clothes." Chen Kangbiao introduced that a yoga clothes should fit the consumer's body, and different yards match the pressure of different parts , The 3D modeling system can reflect the different pressure zones and thermal zones of the human body, and can better combine comfort and stability when designing yoga clothes.
The flexible production of Roxossi was officially established. In the digital system, when it is detected that the inventory of goods on the production platform is insufficient, orders will be placed automatically and batch production will be carried out; in the production workshop, through the cooperation of the system, workers in the same station can execute different batches within a period of time. Production of different products; 3D modeling technology can intuitively display the upper body effect of the product and various data such as thermal value and pressure value; the template machine makes some accessories into standard semi-finished products in advance, and then only needs to be cut into the required size according to the order. "In this way, the efficiency of research and development and production has been greatly improved." Chen Kangbiao said, more importantly, production according to market needs also reduces the inventory pressure on both the company and customers.
Opportunity awaits those who are prepared. Three days ago, Chen Kangbiao received a notice from the Lululemon brand global designer online summit. The company has reached a market value of 100 billion in more than 20 years by relying on yoga clothing products. This will be a key step for Rocco Xixi to go global, and it is also a key step for Rocco Xixi to go to overseas markets.
"Despite the impact of the epidemic, we must actively embrace globalization." As he began to prepare new yoga clothing designs, Chen Kangbiao began to plan plans to set up brands overseas.
