AI席卷之下，Max Mara为何选择让温度先行？

Group 1: Company Overview - Max Mara's iconic 101801 coat, characterized by its minimalist design, has become a timeless staple in women's wardrobes globally since its inception in 1981 [1] - As of 2024, Max Mara operates 502 self-owned stores across 69 countries, with over 2,500 single-brand stores and more than 10,000 multi-brand retail points [1] - The company is focusing on expanding its presence in key markets such as China, Europe, and North America, with new concept stores opening in major urban areas in China [1] Group 2: Market Environment - The luxury goods market is experiencing a downturn, with Bain reporting a projected sales decline of 18%-20% in China's personal luxury goods market for 2024, returning to 2020 levels [2] - Max Mara's aggressive expansion strategy contrasts sharply with the overall contraction in the luxury sector, indicating a proactive approach to market challenges [2] Group 3: Digital Transformation - Max Mara has been investing in digital transformation since 2010, with a global ERP system deployment and the establishment of a digital operations department in 2018 [3] - The company has entered a 2.0 phase of digital transformation with the recent spin-off of its digital business unit, focusing on tailored strategies for different core regions [3] - In China, Max Mara appointed a Chief Information Officer to lead a comprehensive digital transformation, emphasizing the need for a blend of technical and fashion industry expertise [3][4] Group 4: Digital Strategy and Customer Engagement - The digital strategy aims to enhance brand awareness, support efficient retail operations, and improve logistics and inventory management [3][4] - Max Mara utilizes various online channels, including e-commerce and social media, to reach consumers and strengthen brand loyalty, rather than solely focusing on sales [7] - The company is implementing a 1V1 video service for virtual try-ons, prioritizing human interaction over AI-driven solutions to maintain a high-quality customer experience [13] Group 5: Supply Chain and Inventory Management - Max Mara employs a push-pull model for inventory management, balancing proactive product launches with responsive supply chain adjustments [12] - The company is enhancing its supply chain capabilities by integrating various systems to ensure efficient product flow and accurate demand forecasting [12][19] - A focus on breaking down data silos and achieving end-to-end digital integration is crucial for optimizing marketing and supply chain processes [19] Group 6: Future Outlook and Competitive Landscape - The luxury market is expected to face intensified competition, with both high-end and emerging brands vying for market share [17] - Max Mara's core strength lies in its product quality, which remains the primary driver of consumer purchases, despite the increasing importance of digital capabilities [17] - The company is committed to expanding its consumer base through targeted marketing and enhancing in-store experiences to foster brand loyalty [17]