Shulou(Shulou.com)06/02 Report--

"everyone wants a better life. "

The essence of business management is to understand, discover, excavate and create the needs of consumers, provide the goods and services they need, and bring a better life for consumers.

In the past, operators used experience to build their understanding of consumers and used research to speculate consumers' preferences and motivations. in the era of DT, they have good helpers-big data and artificial intelligence will provide enterprises with more informed operation and development decisions, help enterprises to gain insight into consumers' potential needs and see into the future.

In the 2019 "Digital Intelligence Business Forum", Singularity Cloud had the honor to invite Mr. Qiao Longxiang, Director of the Digital Operations Center of Baibai Group, to share with us the new exploration of the digital intelligence transformation and operation mode of the shopping mall.

Mr. Qiao Longxiang, Director of Digital Operations Center of Jiebai Group

The operation of the physical world is actually copied to the digital world and combined offline, which is actually very complicated.

In order to complete the digital intelligence transformation of shopping center operation, Mr. Qiao put forward the solution of "multi-dimensional upgrading of retail business operation". He believes that the numerical intelligence transformation of enterprises is not something that can be accomplished by just one business department or an information technology department, but needs to sort out the original organizational structure and operation process and make corresponding innovative changes respectively. to get the innovative operation path of the enterprise.

1. Organizational upgrading

The digital age puts forward higher requirements for marketing. Correspondingly, shopping malls also need an efficient organization to do integrated marketing. The original promotion, operation, investment promotion, IT, members and other departments should launch marketing from their own resources and professional point of view, and cooperate with other departments. Most large chain commercial enterprises will set up headquarters innovation teams, on the one hand, in order to select compound talents to help integrated marketing, on the other hand, they hope to uniformly focus on digital marketing and operation, and complete the design of consumer links. establish a standard system and refine the operation indicators. Peer partners such as Wanda and China Resources are also trying to integrate marketing, hoping to build an efficient organization.

2. Technology upgrade

Technology upgrading is an important technological basis for the digital intelligence transformation of enterprises. For shopping centers, an important symbol of technological upgrading and change is the construction of digital operation platform.

According to Mr. Qiao, on the basis of the new organizational structure, through a series of work such as business scene carding, product research and technology development, we hope to form an efficient platform to drive operation and management. For commercial retail enterprises, China and Taiwan should be an enterprise core competence platform composed of software system, process management center, business rule center, operation standard center and so on.

At the same time, the functions of technology and data departments will also usher in a change: from the traditional passive acceptance of needs, to gradually change to judge business trends through data, and will play a more important role in the future, and even become the core of various departments.

3. Marketing upgrade

For offline retail enterprises, the most frequent scenes are all kinds of marketing activities. Closed-loop thinking is not only the important premise of digital marketing, but also the core of digital marketing.

When it comes to closed-loop marketing, Mr. Qiao said that every marketing activity is analyzed and tracked, and the results and improvement plans are fed back to the next marketing campaign. This process can not only help enterprises to continuously improve the effectiveness of marketing activities, but also make a clear analysis of the input-output ratio of each activity.

In the future, technology and algorithms will help enterprises to achieve closed-loop marketing and obtain more refined and reliable results. The problems faced by traditional business operations, such as incomplete consumer links and low data availability, will be effectively solved under the support of the new Zhongtai architecture. The full link of consumer awareness, interest, purchase, loyalty and sharing feedback will be opened, data will be visible, traceable and optimized, and brand strategy, brand communication and brand operation will be fully supported.

Marketing closed Loop in the era of Mathematical Intelligence

✨ model analysis: relying on big data's ability, Xiebaiyun can cluster consumers from built-in model algorithms such as member life cycle, member RFM value model, brand association model, and help marketers quickly locate member groups.

✨ tag construction: on the basis of model tags, enrich member portraits through a variety of automatic and manual tags. Among them, automatic tagging supports a variety of combinations of member basic information, consumption information and behavior information, so as to really make the data speak.

✨ customer group generation: select the appropriate customer group for marketing activities on the basis of the tag system.

✨ activity template: through the historical activity scheme, you can clone and copy activities with high frequency and good effect, and quickly create activities.

Taking the membership system as an example, Mr. Qiao explained a series of actions such as model analysis, label construction, customer group generation and precise delivery more easily: through the value model, members can be divided into 8 categories with different performance characteristics. according to the characteristics to develop the corresponding operation strategies and methods, objectives to drive the operation. This provides a good reference for the front desk marketing staff.

RFM value model

4. Ecological upgrading

As mentioned at the beginning, "everyone wants a better life", offline businesses are often thinking: in the scenario of offline retail, membership rights are actually limited, what else can we give consumers?

The core of members' ecological exploration is the integration of data and the reorganization of resources. A good ecology can include all aspects of members' life. Through the alliance construction of upstream and downstream resources, we can realize the intercommunication and sharing in the ecosystem.

Therefore: it is an important direction to establish a non-industry alliance to expand the boundary of members' rights and interests and to achieve ecological upgrading.

At the end of the speech, Mr. Qiao shared the core points of digital intelligence business exploration, which can be used as a reference for more industry partners:

1. The "top leader" project: in the process of digital intelligence transformation, there will be many voices and all kinds of difficulties, so digital intelligence must be a "number one" project, which must be led by the enterprise CEO and the first leader to develop firmly and continuously.

2. "two-legged" walking: digital means are as important as offline services. "experience is king". In the process of transformation, we should still bear in mind that consumers' service experience cannot be sacrificed.

3, "multi-faceted" fit: business exploration must be in line with their own enterprise characteristics, do not blindly "follow the trend", suitable for their own is the best.

For traditional offline retail enterprises, the transformation of digital intelligence will not be just a gust of wind blown by the industry trend. Based on the digital operation platform, the multi-dimensional upgrading of organization, technology, marketing and ecology will eventually bring innovative changes to retail business operations and create unlimited possibilities for member assets.

Qidian Cloud is looking forward to working with Jiebai Group and more offline commercial industry partners to create "digital intelligence operation" as a winning weapon, using "AI-driven data center" as fuel to help face the future.

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