La Chapelle, founded in 1998, is a classic from Shanghai. La Chapelle has always pursued the emphasis on personalized design. It is a fashion brand that will infiltrate the human culture. After the company was listed on the main board of the Shanghai Stock Exchange on September 25, 2017, it attracted more attention from the industry and the public.

Today, Xiaobian will take a look back at a wonderful speech by Mr. Wang Taiping, deputy general manager of Xiamen Xinda IOT Technology Co., Ltd. at the 2018 RFID World Congress, and listen to "A La Chapelle brand success behind the heap. The story is full of clothes with RFID tags.

How is the RFID support behind the La Chapelle project case done?

La Chapelle, as the representative of the domestic “fast fashion”, adopted a multi-brand, all-direct business style. The group has 9,000+ retail outlets, which are supplied by three large-scale logistics distribution centers. Currently, it has successfully built 12 brands on the line, with online business accounting for 14.9%, totaling 18,000+ clothing products and sales of 6000+ million. In the piece/year, there are 300+ garment suppliers behind it as capacity support.

At the conference, President Wang pointed out: "La Chapelle currently has two strategic support, one is a differentiated multi-brand strategy and the other is the O2O strategy."

In order to differentiate the multi-brand route, La Chapelle chose the big store strategy, which is to collect all 12 brands in a store to provide an attractive one-stop shopping experience; then expand through retail outlets La Chapelle will add 3,000 stores nationwide in three years.

In terms of O2O strategy, La Chapelle has opened a new retail store, which integrates and interacts online and offline to provide customers with a more convenient and comprehensive shopping experience. In addition, La Chapelle has begun to strengthen omni-channel retail. Based on online and offline interconnection, build its own omni-channel retail system.

However, building a strong strategic plan has brought a lot of management challenges to the company!

These challenges mainly come from: the continuous expansion of the retail network and the challenges brought by the continued growth of the business scale; the test of the cargo control and logistics distribution capabilities; the coverage of the original management information system for each business segment and the ability to integrate the information The implementation of O2O strategy and the further growth of business scale have improved the operational efficiency of the company......

In order to cope with the challenges under the new strategic link, La Chapelle has begun to try to use the power of new technology to use RFID technology as a reference target, and to observe problems in different aspects of project implementation. For example: the delivery specifications of garment suppliers are difficult to guarantee; the warehouse adopts the “sampling-weighing” receiving mode to affect the accuracy of the storage; the number of stores is large, and the styles are numerous, resulting in a huge amount of warehouse distribution, review and delivery; Store inventory is inaccurate according to SKU management, resulting in missed sales opportunities; big store strategy causes difficulties in warehouse management; store inventory is not allowed to directly affect O2O strategy implementation;

Mr. Wang recalled for us: "At the beginning, when Cinda IOT provided a project plan for La Chapelle design, it emphasized "fast" and "quasi", and the final result was remarkable." According to Mr. Wang, the Cinda ICT provided Solution, including functional modules: fast supply chain, single item management through RFID, fast and accurate circulation of goods, technical support for O2O, new retail; perception store, using RFID, sensing, AR, VR, AI and other technologies Enhance customer experience; passenger flow statistics, using video, AI, WIFI technology, statistical passenger flow and analysis of customer age, gender, etc., into big data analysis; data analysis, business decision-making, full use of more commodity circulation data, more comprehensive customers Behavioral data, more intuitive store environment data.

Mr. Wang himself participated in the Lachabel RFID apparel application project. He recalled some of the details of the project at the time: in the garment factory, Cinda IOT developed a process for washing and squeezing, self-adhesive stickers and specifications to ensure the availability of RFID tags, and sent representatives to the factory. Popularized training, also deployed RFID boxing delivery system to improve delivery efficiency and accuracy; in the warehouse link, in order to achieve fast delivery, inspection, and eliminate differences, they also cooperated with customers to set up delivery, replenishment, and Process and specification such as re-branding, the delivery process adopts assembly line automatic re-checking and single-station delivery re-integration to achieve full-box review to achieve efficiency improvement.

According to Mr. Wang, the most core part of the project plan is the store. Cinda IOT first combined Tmall's extraordinary fashion brain to perform fitting and intelligent matching. Secondly, the sample data was collected to fill the customer's offline purchase behavior process data, and provide decision data for design, production and operation; RFID rapid scanning, store terminals speed up the efficiency of goods receipt and shelves; the project plan also produced the transfer / return process and specifications; RFID item-level rapid inventory, so that inventory becomes more accurate, effectively support the company's O2O strategy.

It is reported that La Chapelle has deployed channel or tablet equipment at 300+ factories to implement RFID packaging systems. In addition, the Group's three domestic logistics centers have deployed 16 large-channel machines and tablet devices provided by Cinda IoT, which are fully used for receiving and dispatching. Among them, 3 automatic sorting lines-channel docking have been completed.

The statistical results show that the factory packing error rate for La Chapelle's custom supply has dropped from 4% to 0.5%, a drop of 88%. Most importantly, the receipt of the warehouse was changed from the sample weighing mode to the RFID non-open box full inspection mode, and the accuracy of the receipt was increased by 4%. The warehouse shipment rate is reduced by 30%, the warehouse shipment review efficiency is increased by 20%, and the warehouse shipment review process saves 20% of labor costs.

At the store, La Chapelle has implemented a smart store management system with 4000+ stores, implemented cargo management through RFID technology, and transformed nearly 200+ fitting rooms. Together with the acquisition of big data for fitting, it also united with Ali. Baba's fashion AI algorithm provides accurate matching recommendations to help sales. According to the project data, the storefront has increased its inventory realism by 10%, the receiving efficiency has increased by 4 times, the inventory efficiency has increased by 3 times, and the associated rate has increased by 6.72% compared with the same period of last year. Increased by 41.1%.

How is the RFID support behind the La Chapelle project case done?
Mr. Wang also mentioned that there are still some shortcomings in the RFID system, which require enterprises to circumvent or improve. For example, RFID tags may be damaged during the process of production, logistics, and finally arriving at the store. They may also be affected by clothes tags or The influence of clothing fabrics has caused a decline in the reading rate; if the artificial hanging tag is used, it may also bring the problem of inaccurate accounting, so that the store misses the sales opportunity; the RFID reading depends on the surrounding environment, in the actual project implementation. Also take into account the consumer's dressing habits, etc., the experience of fitting the interactive screen needs to be improved.

Mr. Wang finally stressed that after adopting the RFID system, clothing brand enterprises will definitely generate new pain points. The problem that RFID system integration enterprises should consider is how to use their own scientific and technological means to bring customers a performance improvement.