Midea Wuhu faced mounting complexity from a five-tier distribution network and small-batch orders, alongside rising consumer expectations for shorter lead times and improved service quality. To address these, the company engineered a direct-to-consumer value chain with the help of 113 digital use cases, 35% of which were AI-driven. Key solutions included real-time customer order management, an AI-enabled advanced planning & scheduling (APS) system and a supply chain 'control tower'. Adding to this were AIGC-powered assistance to enhance delivery and installation service quality. The initiative delivered an improved consumer experience with three major gains: a 39% reduction in end-to-end delivery lead time, a 30% drop in inventory days and an 86% reduction in the market defect rate.