GUVET

GUVET is a Chinese premium down apparel brand founded in 1999 and headquartered in Hefei, Anhui. With its flagship "Black Gold Goose Down Collection" as a core bestseller, the brand utilizes luxury-grade materials (including hardware details and cold-resistance technologies comparable to high-end labels) to position itself in the affordable luxury segment. GUVET rapidly gained prominence through livestream e-commerce, becoming a top-selling online downwear brand, while progressively expanding its offline store network. It targets young middle-class consumers seeking value-driven premium products.

Background

High-value consumers show strong interest in detailed product information such as "raw material origins," "production techniques," and "quality inspections," expecting traceability to validate both "premium quality" and "sustainability credentials." At the same time, luxury brands must convey "brand value" and "exclusive experiences" throughout the customer journey. Traditional anti-counterfeiting measures and service models no longer suffice. Hence, GUVET adopted RFID technology to enable full-chain quality tracking from production to point of sale, enhancing customer experience with personalized services.

Business Challenges

Building Trust: The premium market is highly competitive, with low-cost counterfeit products widespread. Consumers often doubt product authenticity, making it difficult to establish reliable trust.

Complex Traceability: Products involve sophisticated supply chain management, including multiple suppliers, advanced production processes, and rigorous quality checks. Conventional methods cannot provide transparent, easily accessible full-chain information.

Service Differentiation: Luxury brands must communicate unique brand culture and exclusive experiences during service interactions. Traditional approaches relying on staff memory and standardized procedures fall short in delivering the "personalized care" and "meaningful engagement" customers expect.

Solution

Item-Level Quality Tracking
Each product carries an RFID tag containing details such as production batch, fabric origin/weight, and quality reports, enabling full-chain visibility to verify authenticity and quality assurance.

End-to-End Digital Integration
During manufacturing, RFID tags interface deeply with the MES (Manufacturing Execution System), recording real-time data on processing steps, technical parameters, and inspection results for complete procedural traceability. During warehouse operations, RFID tunnel readers re-verify items to ensure alignment with order data.

Data-Driven Lean Operations
The RFID system captures real-time product data across factories, warehouses, and stores, replacing intuition-based decisions with accurate insights to improve inventory turnover efficiency.

Impact&Results

RFID tags achieve 100% product-information binding
Quality traceability efficiency significantly enhanced

RFID channel machine verification raises inbound/outbound accuracy to over 99.9%
Order-product consistency errors reduced to minimal levels

Demand forecasting powered by RFID data
Off-season product transfer speed improved

25 Years of Industry Expertise · RFID Digital Solutions

Focused on the Fashion Industry,
Serving 100+ Fashion Apparel and Footwear Brands

Customer Cases

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