ELLASSAY(SH:603808) Zhong Guo Zheng Quan Bao·2026-02-04 22:29Core Viewpoint - The core viewpoint of the article is that AI is not merely a tool for efficiency but a strategic core for future growth in the high-end fashion industry, as articulated by the chairman of the leading domestic high-end fashion company, Geli Si [2][3]. Company Overview - Geli Si has been deeply engaged in the design, research and development, production, and sales of branded fashion since its establishment in 1996, now encompassing a brand matrix that includes ELLASSAY, Laurèl, IRO, self-portrait, and Nobis, covering various market segments [3]. AI Application Strategy - The company has established an AI leadership team to promote the deep integration of AI across the entire value chain, including design, supply chain, product management, and brand operations, aiming to build long-term capabilities empowered by AI [2][4]. - Geli Si views AI as a key factor for future growth, emphasizing the need for companies to adapt quickly to the changes brought by AI technology [3][4]. Full-Chain Layout - Unlike some companies that adopt a piecemeal approach to AI, Geli Si has chosen a full-chain layout, believing that AI combined with the company's accumulated data can create various intelligent agents that maximize value [5][6]. - The company has implemented AI usage KPIs for department heads and has accelerated the promotion of AI applications throughout the organization [5][6]. Design and Supply Chain Innovations - In design, Geli Si utilizes AI models to analyze best-selling styles, enabling the creation of design intelligence that aligns with brand DNA and consumer trends, significantly improving design efficiency and reducing costs [6][8]. - The self-developed "Flash Chain Hero" AI system enhances supply chain efficiency by automating material calculations and order placements, replacing traditional manual processes [6][7]. Marketing and Operations Enhancements - AI technology is employed to create lookbooks and promotional materials, enhancing visual presentation efficiency and reducing costs [7]. - The company has also integrated AI for sales training and operational diagnostics, leveraging big data to improve store performance [7]. Maintaining Core Competitiveness - Geli Si emphasizes the importance of integrating AI with human creativity, ensuring that technology enhances rather than diminishes the brand's creative capabilities [8]. - The company believes that AI will not replace the core values of high-end fashion brands but will redefine efficiency, experience, and innovation boundaries [8][9]. Future Directions - Looking ahead, Geli Si plans to strengthen AI applications in design, product management, and membership management to enhance efficiency and innovation, aiming to stand out in a competitive market [9].