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"AI+Textile" In Action | Yang Zhaohua: Application Of AI In Brand Channel And Terminal Consumption Of Textile And Clothing Industry

2024/8/24 12:19:00 2

　　 Artificial intelligence (AI) is reconstructing the industrial structure and underlying base, and reshaping productivity and production relations. The development of intelligent economy has become an important opportunity for industrial transformation and upgrading and for achieving lane changing overtaking.

　　 To grasp the opportunity of AI, China's textile industry needs to return to its essence, strengthen the research in vertical fields, achieve breakthroughs in the application of key scenarios, and build a rich application ecology; To grasp the AI tuyere, we need to appropriately look ahead to the layout, integrate fragmented scenes, precipitate high-quality data, do a good job in "AI+textile", and build design, manufacturing, marketing, and brand building on "big data+big computing power+strong algorithm".

　　 In order to deeply analyze how AI participates in the development of the textile industry at present and in the future and empower the whole industry, we will launch the column "AI+Textile" in Action "to introduce the development and trend of AI in the industry and promote the development of new industrial productivity.

　　 AI brand channel in textile and clothing industry

　　 Application in the field of terminal consumption

Yang Zhaohua, Vice President of China Textile Industry Federation

　　 AI's brand channel and terminal consumption applications can be analyzed from three aspects: innovative scenario applications, challenges and development trends.

　　 AI's innovative scenario application in brand channel and terminal consumption

　　 Marketing of AI enabled content based on generative AI

　　 AI generated content enabling marketing has significantly improved in efficiency and speed, personalization and accuracy, and cost-effectiveness compared with traditional marketing, including AI text generation, AI image generation, and AI video editor.

　　 Virtual Marketing Based on Metauniverse Technology

　　 The universe has moved from concept to foreground, from technology driven to capital intervention to policy support. In August 2023, the Ministry of Industry and Information Technology and other five departments issued the Three Year Action Plan for the Innovation and Development of the Meta Universe Industry (2023-2025) to promote the technology of the Meta Universe to become an important growth pole of the digital economy. The virtual marketing methods in the meta universe era mainly include digital human virtual anchor, AI intelligent customer service, and virtual exhibition scenes.

　　 Personalized consumption experience through self customization

　　 AI personalized self customization mode enables consumers to feel the fun of creation while shopping independently and conveniently by realizing three functions of accurate measurement of size, recommending style preferences and providing creative inspiration, so as to embrace the "equal right of design" in the AI era.

　　 Create convenient consumption experience through virtual measurement

　　 Virtual try on combines artificial intelligence, augmented reality (AR), image processing, 3D modeling and other technologies to provide a convenient way to view the effects of textiles, clothing and home use without personal try on and on-site purchase.

　　 Accurate prediction of consumption demand with the help of user profiles

　　 AI technology can build user profiles in multiple dimensions through data mining and analysis. With the help of AI large models, that is, deep learning models with large-scale parameters and data, it can achieve a variety of complex tasks and functions through self-learning and transfer learning, which is different from the traditional consumption demand forecasting model of "sales data analysis+market research+customer feedback", It has greatly improved the timeliness and accuracy of consumer demand forecasting. The main application scenarios include building user profiles through data mining analysis, and improving purchase conversion rate through personalized recommendation.

　　 Support efficient supply chain management with data model

　　 Through big data analysis and prediction model, AI can accurately predict the demand for raw materials, optimize the inventory level, reduce the risk of surplus and shortage, reduce costs and improve operational efficiency, breaking through the limitations of traditional supply chain management, such as insufficient prediction accuracy, slow response speed, unbalanced inventory, difficult cost control, poor information transmission, and cumbersome decision-making process. The main applications include: accurate supply through data analysis, intelligent replenishment through real-time inventory monitoring, and optimization of inventory structure through analysis of out of stock and unsalable goods.

　　 Challenges Faced by AI Application in Brand Channel and Terminal Consumption

　　 Although AI has a broad application prospect in the field of brand channels and terminal consumption, it still faces many difficulties and challenges in the actual application process.

　　 User experience

　　 In the field of brand channel and terminal consumption, the application of AI technology needs to ensure that users feel seamless, convenient and personalized experience in the whole shopping process. However, the current AI system may lead to inaccurate recommendation content, complex interaction interface or slow response speed due to insufficient algorithm optimization or design defects, thus affecting user satisfaction and loyalty.

　　 Data integrity

　　 The application of AI in brand channels and terminal consumption fields is highly dependent on data, including user behavior data, transaction data, market trends, etc. However, the integrity and accuracy of data directly affect the accuracy and effect of AI decision-making. Missing, wrong or inconsistent data may lead to deviation of AI recommendation system, or even mislead users.

　　 Talent limitations

　　 AI's deep application in brand marketing and channels shows a highly complex and professional demand for talents. At present, compound talents who are proficient in AI technology and have a deep understanding of business logic such as marketing and consumer behavior are extremely scarce, The incomplete mastery of AI technology will directly affect AI's algorithm optimization and model building process in brand marketing and channel application, and restrict AI's potential release in improving brand market response speed, deepening consumer interaction experience, optimizing marketing strategies, etc.

　　 Data privacy security

　　 In the field of textile and clothing brands, data privacy and security issues are particularly important, because they involve a lot of sensitive information about consumer preferences, body size, purchase history and so on. The operation of AI technology depends on the collection and processing of a large amount of data. How to ensure the security of these data and prevent data leakage has become a problem that the brand must face.

　　 Development trend of AI application in brand channel and terminal consumption

　　 The digital intelligent collaboration of the omni channel supply chain is accelerating

　　 The omni channel supply chain of textile and clothing brands will achieve digital, intelligent and chemical collaboration, greatly improving operational efficiency and response speed. Through in-depth learning and data analysis, AI technology can more accurately predict market demand and guide flexible adjustment of all links of the supply chain; Big data technology can collect and integrate massive data from online and offline channels to provide comprehensive support for brand decision-making; Cloud computing provides powerful data processing and storage capabilities to ensure efficient data circulation and sharing; The Internet of Things technology makes each link in the supply chain closely connected, realizing real-time monitoring and intelligent scheduling. The integration and application of these technologies will accelerate the digital intelligent collaboration of the omni channel supply chain, and achieve transparency, intelligence and efficiency.

　　 The integration and development of online and offline channels are constantly strengthened

　　 AI enabled textile and clothing brands will pay more attention to the integration of online and offline development, and provide consumers with a more convenient and personalized shopping experience. The online platform uses big data and AI technology to accurately push personalized commodity information and promotional activities, attract consumers' attention and facilitate transactions. Offline stores enhance consumers' immersive shopping experience by introducing AR, VR and other technologies. At the same time, online and offline will achieve seamless docking, and consumers can browse goods online, place orders to purchase, and then try on, pick up or return goods to offline stores. This integrated development mode can not only improve the shopping experience of consumers, but also promote the growth of brand sales.

　　 New formats of fashion retail are constantly forming

　　 With the continuous development of AI, more new formats will emerge in the textile and clothing industry. For example, personalized customization services based on big data analysis will become more and more popular, and consumers can customize unique textile and clothing products according to their needs and preferences; New businesses such as smart retail and self-service stores will also gradually rise, reducing human costs and improving operational efficiency through automated and intelligent means; Intelligent warehousing and logistics systems based on the Internet of Things technology will also be widely used to achieve accurate inventory management and rapid distribution. The formation of these new formats will further promote the upgrading and transformation of textile and clothing brand channels.