Every hot review should comprehensively consider three aspects

Recently, five departments, including the Ministry of Industry and Information Technology, jointly issued the "Action Plan for Digitalization of Consumer Goods Industry" (2022~2025) (hereinafter referred to as the "Plan"). The "Proposal" proposes that by 2025, the integrated application capability of digital technology in the consumer goods industry will be significantly enhanced, and a number of new products, famous products and fine products will be cultivated, and the variety leading force, quality competitiveness and brand influence will be continuously improved.

The plan puts forward three key tasks of digital assistance: increasing varieties, improving quality and creating brands, and six projects: improving innovation ability, digital design ability, digital green collaboration ability, quality control ability, smart supply chain management ability and brand cultivation ability.

In recent years, digital transformation has become the key word of all walks of life, forming a series of new industries, new formats and new models such as smart agriculture, intelligent manufacturing industry and big data research center. The improvement of big data, Internet, cloud technology and 5G technical facilities is the basic technical factor and important driving force for the digital transformation of enterprise industry. In addition, there are actually important market factors in the digital transformation of enterprises.

Therefore, it is not difficult to see that the essence of enterprise digital transformation is subversion, subversion of enterprise production strategy, subversion of production mode and subversion of consumption experience. It should be noted that the promotion of consumption experience, that is, consumption upgrading, is the core of digital transformation. In essence, neither traditional production nor digital transformation can escape the essence of production, and on the issue of production, consumers have a dominant position, that is, consumer rule in the economy.

It can be seen that the Plan focuses on three key tasks: increasing varieties, improving quality and creating brands. Cultivating new products, famous products and fine products is all about consumption upgrading. The new product is to stimulate new consumer demand, create new consumer goods with digital technology, and increase the total demand of the consumer market; Famous products create brands, so that enterprises pay more attention to their own reputation, thus ensuring the consumer experience; Boutique is the requirement of enterprise product quality.

It is not difficult to find that the Proposal puts the digital transformation of the consumer goods industry on the right track, pointing out that the core of digital transformation is to boost consumers' confidence in products, use digital tools or technologies, and combine the digital economy to create an increase in consumer market demand. Therefore, in promoting digital transformation, digitalization should be combined with demand, and innovation should be centered on consumer demand and follow market rules. Don't innovate for the sake of innovation, and avoid falling into the misunderstanding that technology or business model reconstruction drives digital transformation.

However, the author believes that to help the consumer goods industry "three products" digital, we need to comprehensively consider the following issues.

First, for enterprises, digitalization of manufacturing industry can improve quality and efficiency. However, digital transformation needs talents, data, platforms, technology and experience, which are all essential elements of digital transformation of enterprises. If you want to rely on the enterprise itself to carry out digital transformation, you will face problems such as great difficulty, many challenges and long cycle. Therefore, traditional enterprises should cooperate with digital enterprises or related technical teams to develop digital technology internally, explore digital solutions and solve practical problems in production.

Second, even if the goal of digital transformation is to reduce costs, improve efficiency and promote production, digitalization itself has costs, just like advertising and other marketing activities. In the process of digital transformation of enterprises, we should consider the cost of digital transformation, formulate the digital transformation budget, implement the landing method of digital transformation, improve the precipitation ability of digital transformation, and formulate the digital realization path suitable for enterprises.

Third, the digital transformation of industrial enterprises is a systematic project, involving design and development, quality control, supply chain management, brand cultivation and many other aspects. To improve the precipitation ability of digital transformation and form digital competitive advantage, it is necessary to implement the landing path method from organizational structure, technical route, talent management and top-level design to form a closed loop of digital transformation, and at the same time draw lessons from other industrial enterprises and their own digital transformation experience to form their own digital transformation strategic map. Don't blindly, disorderly and follow the trend of digital transformation.

(The author is the co-director and researcher of Digital Economy and Financial Innovation Research Center of Zhejiang University International Joint Business School.)

National business daily

National business daily