对于很多消费品企业来说，PLM可能还是个相对陌生的概念。它的全称是Product Lifecycle Management ，产品生命周期管理，最初起源于汽车和航空行业。
一、PLM起源
这些离散型制造企业的产品通常是边设计边生产，工程更改频繁，涉及成千上万的零部件和人员，整个过程极其复杂且监管严格。简单来说，PLM就是专门为此而设计的，一种对产品从创建、开发到最终零售的全产品生命周期进行管理的理念。
PLM系统在此基础上，也发展出了一整套成熟的业务解决方案，跟ERP从后端库存、财务等资源配置的维度不同，PLM从前端的产品数据产生和管理出发，向生产及供应链管理延伸，更加关注迭代流程、协作流程和创作流程。通过跟踪和管理产品的全生命周期，同时对与产品相关的人、流程、系统和信息进行有效的集成，来实现效率的提升。
二、PLM开始走向消费品行业
如今，消费端和流量端的瞬息万变，也导致整个消费品行业开始出现类似的特征：产品设计和制造变得日益复杂。以食品饮料行业为例，从研发、配方、采购、制造，到合规、标签、包装和销售，食品的生产方、品牌方、零售方都会使用多个不同的数字化工具来处理产品生命周期中的各个环节。
这些独立、不连贯，甚至非兼容的系统，会导致消费品企业的数据一致性、手动数据输入和各方协作等问题的出现。尤其是随着消费品企业的的壮大，以及前面分析的，整个消费品行业从流量驱动进入到后端和组织效率驱动之后，消费品企业如何获得强大的供应链和快速精准的研发能力支持？这对今天大部分靠流量和营销起盘的新企业来说，都是不小的挑战。数字化转型网www.szhzxw.cn
PLM提供了一种全新的数字化转型思路。相比于过去消费品行业讨论和关注较多的营销数字化或生产智能化，将产品放到数字生态系统核心位置的“研发数字化”，或许也是现阶段消费品牌最应该关注的方向之一。数字化转型网www.szhzxw.cn
三、圣恩食品：如何实现“敏捷研发”？
圣恩食品，这家成立于2007年的复合调味料生产商，在2014年迎来了快速发展期，先后与蜀大侠、大龙燚、小龙坎、香天下等知名餐饮连锁品牌达成长期合作，成为西南地区规模最大的复合调味料生产企业之一。每年承接的项目高达700个，产品增至4000个，服务6000多家客户，与费列罗类似，迅猛的发展也给圣恩带来的同样的挑战。
如何解决 “三多”现象（项目多、产品多、客户多）所带来的组织问题，以及如何满足越来越多的客户对于“快速精准反应”的需求，成为圣恩食品亟待解决的难题。
PLM解决方案为圣恩搭建完整的产品知识库，包括原料库、配方库、法规库、材料库和包材库等，并在研发端实现模块化、标准化与数字化，从而最终实现“敏捷研发”的终极目标。数字化转型网www.szhzxw.cn
可以预见，PLM所带来的准确预测市场需求，并持续、快速地推出高品质创新产品的能力，将成为圣恩食品最重要的竞争优势之一。数字化转型网www.szhzxw.cn
翻译
PLM is probably a relatively new concept for many consumer products companies. Its full name is Product Lifecycle Management, product lifecycle management, originally originated in the automotive and aerospace industries.
I.Origin of PLM
The products of these discrete manufacturing companies are often designed and manufactured as they go, with frequent engineering changes. That thousands of parts and people involved, and the process is extremely complex and highly regulated. In short, PLM is designed specifically for this purpose, a philosophy that manages the entire product lifecycle from creation, development, and ultimately retail.
On this basis, PLM system also develops a set of mature business solutions. Different from ERP, which allocates resources from back-end inventory and finance, PLM starts from front-end product data generation and management, extends to production. And supply chain management, and pays more attention to iterative process, collaborative process and creation process. Efficiencies are achieved by tracking and managing the full life cycle of the product while effectively integrating the people, processes, systems and information associated with the product.
Ii.PLM began to move into consumer goods industry
Today, the rapid changes at the consumer and traffic ends have led to similar characteristics across the consumer goods industry: increasingly complex product design and manufacturing. Take the food and beverage industry as an example. From research and development, formulation, procurement, manufacturing, compliance, labeling. And packaging and sales, food producers, brands and retailers all use a number of different digital tools to deal with all aspects of the product life cycle.
These independent, incoherent, and even incompatible systems can lead to problems with data consistency, manual data entry. And collaboration in consumer products enterprises. Especially with the growth of consumer goods enterprises, and the previous analysis of the entire consumer goods industry from traffic driven into the back-end and organizational efficiency driven, how can consumer goods enterprises get a strong supply chain and rapid and accurate research and development ability support? This is a big challenge for most of today’s new businesses, which start with traffic and marketing.
PLM provides a new way of thinking about digital transformation. Compared with the digital marketing or intelligent production discussed and paid more attention in the consumer goods industry in the past, “digital research and development”, which puts products in the core position of the digital ecosystem, may also be one of the most important directions that consumer brands should pay attention to at present.
Iii.Grace Foods: How to achieve “Agile R&D”?
Shenggrace Food, the compound seasoning manufacturer founded in 2007, ushered in a period of rapid development in 2014, has established long-term cooperation with Shu Daxia, Big Dragon Forrest, Sweet world and other well-known restaurant chain brands, becoming one of the largest complex seasoning manufacturers in Southwest China. Each year, we undertake up to 700 projects, 4,000 products, and more than 6,000 customers. Similar to Ferrero, the rapid development also brings the same challenge to Sainte Grace.
How to solve the organizational problems caused by the phenomenon of “more projects, more products and more customers”, as well as how to meet the needs of more and more customers for “rapid and accurate response”, has become an urgent problem for Grace Food.
PLM solution builds a complete product knowledge base for Shengen, including raw material library, formula library, regulation library, material library and package material library, and realizes modularization, standardization and digitalization at the R&D end, so as to achieve the ultimate goal of “agile R&D”.
It can be predicted that the ability of PLM to accurately predict market demand and continuously and quickly introduce high-quality innovative products will become one of the most important competitive advantages of Grace Foods.
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