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Digitization in the Footwear Industry
2017/12/08, San Francisco
Christian Decker CEO
Seite 2 www.desma.de
The Company DESMA� Location Bremen/Germany
� founded 1946
� 225 Employees
� 54 mio USD
� Sales (Exportrate >92 %)
� Machines, Automation and Molds
for the industrial footwear produktion
Asia34%
Europe31%
North America
15%South
America9%
GUS5%
Oceania6%
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Market Development and Product Requirements
Seite 4 www.desma.de
Projection
Global Footwear Production and Consumption
0
2,5
5
7,5
10
12,5
0
5
10
15
20
25
30
Shoe production[billion pairs]
Population[billion]
Shoe consumption[pairs/year/head]
Total 2016 23,15 billion
est 2017 23,67 billion
Sources: DESMA market analysis 2016; based on numbers of WTO, UN, Footwear organisations, Material supplier
Current World Population2017-11-30
7,584,821,200
Current World Population2017-11-30
7,584,821,200
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Seite 5 www.desma.de
2016 Production in Countries and Regions
57,14%
10,15%3,87%
6,82%3,50% 3,41% 2,38% 1,68% 1,51% 1,81% 1,34% 1,30% 1,25% 1,38% 0,95% 0,73% 0,52% 0,26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
China dominates still by
far the footwear industry!
Sources: DESMA market analysis 2016; based on numbers of WTO, UN, Footwear organisations, Material supplier
Seite 6 www.desma.de
Footwear and Textile Production in Asia
� Footwear av.
� Cutting 50
� Stitching 100
� assembly 50
� 1200 pairs/8h
� ~80 workmin/pair
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Seite 7 www.desma.de
Trends – Developments - Keywords
Urban ProductionDecentralisation Design for Manufacturing
Reshoring Fair ProductionSelf Adapting Production
Lead Time Taylormade
Mass Customization Smart Factories
Internet of the thingsSustainability Industrial Revolution 4.0
Additive Manufacturing
Seite 8 www.desma.de
Development of the Footwear Industry over 60 years
0
1
2
3
4
5
6
7
8
9
10
Order lot Size Warehouse Inventory Product Variation Customer Influence
1960
1980
2000
2020
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Seite 10 www.desma.de
Digital Solutions
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Seite 12 www.desma.de
Some Milestones on DESMA Digitization Path
Seite 13 www.desma.de
Process Design for Production
2D sketch
• consideration of all options of the final production process
3D design
• ideally using parametric 3D design
3D meta
information
• position and kind of application + segment characteristic
3D production
information
• mold + last production
• upper + sole production
We need a cyber physical desription of the„endproduct shoe“ and the total manufacturing process
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Seite 14 www.desma.de
PFC – DESMA xx-48923P
Production LineEquipment
A1Equipment
B1Equipment
B2Equipment
B3Equipment
B2Equipment
C1
S Process Equipment Parameters Materials
1 • Steaming• Lasting
Equipment A1 110°C, 50gr/secUpper Series 10-48923P
2 • Digitizing• Spray primer
Equipment B1 280 dpi100mm/sec, dia 12mm Primer HB4523
3 • Conditioning Equipment B2 120°C, 3m/min
4 • Digitizing• Spray cement
Equipment B3 280 dpi80mm/sec, dia 11mm Cement SB6387
5 • Conditioning Equipment B2 130°C, 2,8m/min
6 • Auto setting Equipment C1 30mm/sec - press 3,7bar
7 • Delasting
PFC = Process Flow Chart
Seite 15 www.desma.de
PFC – DESMA xx-55251DI
Production LineEquipment
A1Robot
I6Equipment
B4
S Process Equipment Parameters Materials
1 • Steaming• Lasting
Equipment A1 110°C, 50gr/secUpper Series 10-48923P
2 • Handover Robot I6
3 • Direct Inject Equipment D1 45°C, 40gr/sec DS Chem 22987-G
4 • Conditioning Equipment B4 5°C, 3m/min
5 • Delasting
6
D1
PFC = Process Flow Chart
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Seite 16 www.desma.de
Adapting Production Lines
Product A
I know
the
materials
I know
the max
speed
1850rpm
I know
the cycle
time
15sec
I know the
max
temperature
120°C
I know the
final humidity
65% rel.
I need speed
m/min for 3m
at 100°C
I need
pressure for
6sec
pressing
Seite 18 www.desma.de
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Seite 19 www.desma.de
Coming Intralogistics and Service - Robotics
� Autonomous transport for decentralized, moving warehouse
� Machine transport for equipment warehousing
for production line configuration
� Service robotic for production support
for automatic maintenance
Individualization
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Seite 21 www.desma.de
Innovative Consumer Platform Fitstation
Consumer
Personal Data Biometric AnalysisShoe Configuration
Production PaymentShipping
Seite 23 www.desma.de
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Brand-Consumer Relationship
Seite 25 www.desma.de
Customization, Data Collection and Service is Key
� brands need feedback
about their products
� miles – breakdown – service
� brands need to know, why
products are used
� when – where – how
� brands need to know the
consumers
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Seite 26 www.desma.de
Driving Consumer Trends – Digitization in Retail24/7 Retail Userfriendly Interfaces
Exciting consumer Experience Social Media Speed2Consumer Brand-Consumer relationship
Consumer-Centric-Products Individualization
UserGroups Product-ReviewsUniqueness Loyalty programs
Game-Retailing Self Adapting Products
Taylormade Smart Textiles/Waerables
Comfort On Demand economy
ProductBundles Health+Performance
Sustainability Portfolio: Heritage + Innovation
Seite 27 www.desma.de
Market-Development to Shop -“ProduTainment“
� Increase the adventure for the consumer
by mixing production with entertainment
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Seite 28 www.desma.de
Shop
Shop-Production „Individual-Shoe“ - ProduTainment
Productionoutsole + last
placing
curing curing
inje
cti
on
curing
curinglasting +delasting
curing
Postprocess APostprocess B
activation
product hand-over
Preprocess A
scanning
Seite 29 www.desma.de
Current Shop Examples� NEW Balance made - Boston
� Converse Blank Canvas - Boston
� Adidas KnitForYou - Berlin
� Nike ID Studio - London
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Data = Value
Seite 31 www.desma.de
Data – The base of progressive Business-Models
� Activity Data Logging
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3D Printing Frame Structures
Seite 33 www.desma.de
3D Printing Individual Saddles
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Seite 34 www.desma.de
Shop
Example for Shop-Production „Individual-Bike“
Production
inje
cti
on
lasting +delasting
activation
design
design
commissioning
sadle
production
3D PrintArray
Part Warehouse
Box 1 Box 2 Box 3
pre-assembly
Seite 35 www.desma.de
� 3D printing / AM is a general trend but not used in massproduction Limitations by
� material
� time
� cost
Is Additive Manufacturing a Solution for Shoe-Production?
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Seite 36 www.desma.de
What our Industry Requires
� Innovative Applications
� Closed chain from design to manufacturing
� Self Adapting Production lines
� Intelligence in Footwear
� Smart recycling solutions
Our Activities in Industry 4.0 and the Market
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Seite 38 www.desma.de
DESMA Roles in Industry 4.0
� In the market� Desma is a global technology
leader in a small industry niche
� a „hidden champion“ in the„German Mittelstand“
� In the German IR4.0 Initiative� Steering Member in „Plattform
Industrie 4.0“
� Representing SME´s
� Pushing SME and marketrequirements and technologydevelopments into the PlatformWork-Groups
� For our global Industry� Supplier of IR4.0 technologies
� Multiplicator to transferdigitization into equipment andraw material supplier base
� Integrator of a global interoperational networkfor the full supply chainin the footwear industry
Seite 39 www.desma.de
New Supply Chain Structures – Industry 4.0
� Handlebar as Example for
the structure of new
business platforms
http://www.plattform-i40.de/I40/Redaktion/EN/Downloads/Publikation/application-scenario-in-practice.html
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Seite 40 www.desma.de
Latest Actions in Professional and Consumer Market
� 10/2017 Duesseldorf/DE 11/2017, Austin/TX
Seite 41 www.desma.de
Transfer the Message to Industries
� DIN „Normenwerk“ Exhibition � DIN explaines Industry 4.0
https://youtu.be/0DaS7zkKcAo
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Desmastrasse 3/5D-28832 AchimGermany
we like to drive industrial innovation in footwear
Phone +49-4202-990-0Fax +49-4202-990-210Mail [email protected] www.desma.de
Seite 43 www.desma.de