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七仙女思春-如何利用新媒体提升品牌影响力与市场竞争力

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  证券时报记者聂英好

  在浙江杭州,AI技术已经渗透到纺织行业的设计与生产环节,成为一批纺织服装企业撬动新增长机会的支点。

  来到丝绸龙头企业万事利杭州总部,记者发现,一条定制丝巾从设计到生产再到实物最快仅需2小时。相比之下,传统印染则需要500米起订,工期至少15天。万事利用AIGC技术,让丝巾花型从“千人一面”进化到“千人千面”,实现消费者一对一个性化定制。

  作为深耕纺织服装产业中的一员,万事利是较早开始将数字化技术与AI技术引入业务的企业之一。万事利董事长李建华告诉记者,该公司自2018年起就开始尝试将AI技术引入设计环节,目的在于借助新工具设计个性化丝绸产品,让设计变得便捷、高效、充满创造力,最大限度满足消费者审美的需求,超越西方传统奢侈品牌。

  2024年1月,万事利丝绸与无界AI共同宣布推出丝绸行业首个实用图形AI大模型——万事利花型大模型。该大模型基于万事利AIGC实验室的“50万+”花型数据库,以及集成的超300种算法组成的AI图像算法矩阵,首批可实现“十二呈祥”“花开乐语”“未来新纪”以及“幻影人像”4个纹样设计。

  “在万事利的数码喷印技术之下,手机上显示什么样,实物生产出来就是什么样,颜色图案分毫不差。”李建华向记者表示。

  在将AIGC技术引入设计环节之前,万事利早已开始在生产环节的探索。生产速度慢、污水排放大、工艺流程长是传统纺织业亟待破解的三大难题,为解决纺织污水这个“卡脖子”难题,历时8年,万事利研发成功GBART数字化绿色印染技术(即无水数码印花技术)。

  据李建华介绍,该技术依托高精准数字化能力,可精密计算出每块面料微小分子所需染料量,上染率接近100%,从而免去上浆和水洗工艺,达到节水99%,实现无污水排放。除了丝绸,无水数码印花这一技术同样适用于棉、麻、毛、再生纤维素纤维等面料。

  此外,万事利还将自主研发的GBART数字化绿色印染与IART双面数码印花、ICOLOR色彩管理三大核心科技进行创新整合,推出集喷印到后整理的新型一体机,具备无污染、体积小、速度快等显著优势,实现小批量快交付,帮助纺织企业开创“先销售再生产”的经营新模式。

  “目前,万事利采用数字化与AI技术已经取得多方面成果:一是实现个性化定制丝巾,AI大模型拥有强大设计能力,能满足全球80亿人每人10万条不同丝巾的定制需求;二是研发出无水印花一体机,解决生产污染问题;三是开展AI(人工智能)营销,公司宣传费用下降,同时销售和宣传作品数量大幅增加。”李建华表示。

  万事利的技术开创,给丝绸行业甚至整个纺织行业带来引领性的影响。作为民生传统重要行业,纺织服饰行业发展至今,正需要通过加快数字技术和纺织工业深度融合,推动行业高端化、智能化、绿色化发展,以发展新质生产力,并实现产业转型升级。

  在文化和品牌方面,万事利持续强调打造品牌,让丝绸成为中国乃至世界的重要品牌。

  “立足于纺织行业,丝绸企业应重视文化和品牌打造,提升面料品质标准,因为丝绸面料价格高,只有做文化、做品牌才能有市场。”李建华坦言。

  在李建华看来,品牌发展离不开科技含量和中国文化价值。深挖丝绸文化内涵,将文化元素融入产品设计和品牌传播,以文化赋能品牌,使万事利品牌在市场中更具辨识度和吸引力。

  “丝绸见证了我们中华文明的几千年变革,是我们中华民族走出去的第一件商品,是连接东西方文明的一个纽带,它是中华文明之路的代表之一。”李建华说。

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