618 "low key" curtain call, how can baiqiushangmei join hands with the brand to cross the "uncertain era"?

go by the name of “ The hardest thing in history ” Of 618 ended . Say it's the hardest , Obviously, it's not groundless . According to the National Bureau of Statistics ： Affected by the epidemic this year ,3 The month and 4 The total retail sales of consumer goods fell significantly in August ,5 The monthly decline narrowed , But it is still in the downward range . In this context , This is an important business node in the middle of the year 618, It is also shouldering the business recovery 、 The important task of brand rebirth . This also makes this year's 618 It is destined to be endowed with more special commercial significance and thicker brand expectations .

From the core data disclosed by several major platforms , Compared with the same period last year, the increase in sales has become one of the highlights ： JD.COM As 618 Founder of , It is also the only choice to publish GMV The platform of war report ,GMV Year-on-year growth 10% to 3793 One hundred million yuan . JD.COM CEO Xu Lei wrote in his circle of friends that ： This is Jingdong 19 The most difficult time in years 618, Not perfect , But very satisfied .

Tmall is the same as last year , No war report was released , But several core figures were disclosed ： end 6 month 22 Japan , Tmall 618 More than in total 26 Ten thousand brands participated , There are almost 300 A brand with a turnover of more than 100 million ,100 A single product with a turnover of more than 100 million . Night games , Tmall 618 Dai Shan, the general director of the project, wrote in a thank-you letter to the merchants ： Once again 618 The year-on-year growth of retail sales is positive , Together, we witnessed the great recovery of consumer confidence .

Tiktok e-commerce also chooses to be low-key , In addition to the “2022 Tiktok 618 Haowu Festival ” The total live broadcast time shown in the data is 4045 Thousands of hours 、 Hanging shopping cart short video playback volume 1151 100 million times 、 The number of merchants participating in the event increased year-on-year 159% Data such as , The most concerned sales are hidden .

Once eye-catching war reports have been weakened or disappeared , Instead, it is short and sonorous “ Positive growth ”. Behind this , yes “ Retreat ” The number competition of is being “ Pragmatic ” Business operation of . Reflected in , In the second half of the increasingly rational retail industry , Competition and competition on the service and product side is the main theme of the industry .

Same as the platform , Experienced barbaric growth 、 Agent operators and service providers in the era of horse racing and enclosure , They are also saying goodbye to disorderly competition and self whitewashing , More are service providers with industry head effect like baiqiushangmei , Take the lead in The focus has shifted to providing brand customers with growth quality services and the construction of Omni channel and omni link solutions , So as to promote the healthy and orderly development of the industry . Beauty in autumn 618 During this period, we will fight against the sluggish market environment with the brand , By exploring new business models , Set up a new wind vane for the future development of the industry , It is of great significance to the retail industry and brands .

Upgrading of full link refined operation capability

Help luxury goods grow against the trend

Affected by the epidemic , The global luxury market has been hit hard —— According to Aowei consulting Oliver Wyman According to the survey report , The market's growth expectation for China's high-end and luxury industries this year is lowered to 3%, It's much lower than before 18%. In the face of many uncertainties , Beautiful in autumn 618 All the preparations for the project are advanced to 3 month , But the sudden outbreak of the epidemic in Shanghai , It disrupted the original preparation deployment of baiqiushangmei and the brand . The more adversity , It increasingly tests the rapid response and solid operational skills of service providers , Opportunities are often hidden in crises .

In the case of serving a German luxury women's clothing brand ,3 The sudden outbreak of the epidemic in Shanghai in January , as well as 4 The continuation of the epidemic in September , Baiqiushangmei's operation team made a prediction of the possible decline in the consumer market , And quickly suggested brand adjustment 618 Big promotion coping strategies . First of all, from the structure of goods , The original plan only accounts for 10% The proportion of discounted goods increased to nearly 30%, To undertake the positive price mental crowd that may be lost in the downward market . At the same time, from the aspect of paid promotion , Added pair as EC Investment in popular sales of main goods , Build again in the explosive echelon “ Super explosive ” The concept of , So as to harvest more explosive transactions to drive the performance of the whole store, including other echelon goods . in the meantime , The operation team works closely with the brand , Monitor the trend of the market in real time , Constantly adjust in combination with the actual situation of the brand 、 Optimize strategy and play . Final , Through the operation end 、 Commodity end 、 Paying end 、 Content marketing 、 Close cooperation from customer service end to supply chain and logistics end , Help the brand achieve 618 results ,GMV And UV Growth has exceeded 100%.

Don't be a simple performer , But with the brand , From the perspective of overall brand business , To think 、 Judge the trend 、 Make a play 、 Operation research team , Finally, help the brand realize the leap of business value —— Become a strategic partner of the brand's retail business in the Chinese market , It is baiqiushangmei's brand service positioning Comprehensive upgrading .

With rich operation experience in the fashion luxury industry , Beauty in autumn 618 During this period, the brand grew against the trend , The overall turnover and the performance of major e-commerce channels have maintained positive growth , Multiple brands are listed in the category TOP1, luxury goods Categories have also become one of the few under the general downward market of consumer goods Growth highlights .

Crowd Insight Guides the marketing layout

Empower the brand to operate in the whole area and improve efficiency

Behind the counter trend growth of brands , It's beauty in autumn 618 This “ Alchemy yard ”, Make public the new business strategy and service ecosystem that it is forming .

618 period , Baiqiu Shangmei consumer insight and innovation growth center provides a solid marketing strategy support for the brand . In accordance with the Support one-stop data 、 originality 、 Crowd insight and marketing services , In global marketing 、 Crowd marketing 、 Goods marketing 、 New scene marketing and other dimensions have achieved in-depth connectivity and diversified innovation , Strengthen the connection between brands and consumers ; With the help of digital tools , Match accurate and innovative marketing methods , Develop different crowd strategies 、 Product strategy 、 The scenario strategy realizes the right “ People and goods yard ” Redefinition of ; And through strong data capabilities to track 、 monitoring 、 analysis 、 Follow up the progress of each link , Real time adjustments 、 Optimize launch strategy , So as to enable brand wide operation and improve efficiency , Finally, the total number of operating consumer assets was more than 1.3 Report card of 100 million , And achieved many excellent cases .

As Ali's mother 618 One of the excellent cases , Baiqiushangmei helped an internationally renowned underwear brand develop Focusing on new products and new customers “ Shuangxin ” Strategy . New product marketing by activating regular customers , utilize Uni Desk A lot of grass planting is carried out in social media channels . After potential consumers planted grass return to the station, Weimi will conduct secondary marketing to deliver new products . New customers , stay 618 During the impounding period, the through train 、 Gravity cube and other tools realize the refined operation of people , The pre-sale period passes the brand special show 、 New channels such as interactive city , Realize strong interaction and exposure , Cover consumers before purchase 、 The whole scene from mid purchase to post purchase . And apply super live 、 Super short video to enhance the effect of planting grass . Through the operation strategy that changes with the band , Help brands try to increase the strength of on-site delivery , Drain at a low price 、 Intelligent delivery AI Scenes and other new marketing forms , Help brand effect channel put into production and grow 50%, The overall achievement rate exceeds 100%.

Ali's mother was also shortlisted 618 An excellent case of a luxury watch brand is adopt IP Deep cooperation to achieve efficient collaboration in the whole region . Beauty in autumn stands before the promotion F1 The focus of the event is the new drainage of the brand ,618 Apply during “ Deep chain people connect ” Continue to reach the target population , Help the whole area to plant grass and penetrate the mind , Expand the boundary of brand wide operation , It realizes the whole area operation of connecting online and offline and inside and outside the station , brand 618GMV Growth is beyond 30%.

Beauty in autumn knows , In the rapidly changing new retail era , The hard power of service providers does not only depend on helping brands achieve the magnitude of growth in performance , Seize the intellectual highland of consumers 、 Building brand power is also particularly important .“From brand to consumer”—— From brand to consumer , Establish a one-stop retail service capability with all channels and links , Is to consolidate the realization of beauty in autumn “ New retail center in the future ” The foundation of the vision .

at present , Beauty in autumn has covered tmall 、 JD.COM 、 Tiktok 、 Vipshop and other mainstream e-commerce platforms 、 Interested in e-commerce platforms , And the private domain platform with wechat applet and official website as the main battlefield , At the same time, focus on the fields related to beauty , Especially luxury goods , Provide strategic consulting 、 Store operation 、 Global marketing 、 Creative vision 、 Brand incubation 、 Live broadcast of content 、IT Solution 、 Warehousing, logistics and other full link retail services , Help the brand achieve business management “ Vertically and horizontally ”, Expand new business growth space .

Powerful data processing ability and flexible and efficient

Order fulfillment service escorts the brand

Digital drive is the core feature of retail in the future , Whether it is the excellent operation of a single channel or cross channel integration , Can not be separated from strong data processing capabilities . So , Autumn is beautiful Continuously optimize operation Midrange and data midrange , Realize comprehensive data empowerment for business . meanwhile , In warehousing and logistics , The strategic layout of the satellite warehouse is linked through the central warehouse , It provides a solution to the circulation dilemma of brand goods under the epidemic .

Beautiful in autumn, self built “ Future retail system Futail” stay 618 Played an important role . among , The video processing of commodities completed by the operation center is more than 3 m 、 Automatic activity registration is about 120 Ten thousand products 、GWP Automatically recognize more than a million times ; new TMS Carry out the whole link of warehouse operation and logistics transportation 360 Degree tracking , The 100 million level refresh rate eliminates the blocking points of the whole link in real time , Comprehensively improve the efficiency of order fulfillment . Through the omni channel middle office system “ Baiying Eagle Shop” by 30 Many brands build a private ecosystem ; The data center is 618 During this period, we will build a second level update of the whole platform to 10 billion level GMV Data capability ,BI The cumulative statement calculation reaches 10 Ten thousand times .TQA Mingcha system helps improve the quality inspection efficiency of brand customer service , Customer service utilization rate reaches 99%, by 618 During this period, customer service quality and customer experience are escorted .

At the storage and logistics service end , Affected by epidemic control and other factors , The number of orders that cannot be fulfilled surged , Brand management is under serious pressure . As a subsidiary of baiqiu Shangmei logistics , New Rojas plans ahead , from 5 At the beginning of this month, the emergency plan to deal with the challenge of the epidemic began , Through rapid response and professional solutions to help brands prepare in advance 618, In logistics parks across the country , Fully implement the import goods process 、 Employees go in and out of the logistics park everyday 、 Epidemic prevention and control management of suppliers and relevant partners , Ensure the normal and orderly logistics operation . Besides , New Rojas takes advantage of the position division , Multi point layout , Provide transportation for the brand 、 Store 、 A package of effective solutions from online to offline, such as label compliance , Successfully solved the logistics difficulties of the brand . New Rojas this year 618 During this period 24 Within hours 81% Order delivery task , And pass 3 Warehouse linked delivery , The overall efficiency has improved compared with last year 25%.

experience 618 The key battle , The new development trend and pattern of the retail industry are taking shape . In the long term , Have global operation 、 Digital technology 、 Only service providers with comprehensive strength such as full link capability can adapt to the new era . While baiqiushangmei is in the process of comprehensively upgrading its business model and management model , It also gives a new definition to the role of service provider —— In the retail industry, the growth dividend has peaked 、 In the environment of narrow growth space , Service providers need more From the perspective of overall brand business , By upgrading their service capabilities , Expanding service boundaries , Build service barriers , Join hands with the brand to move towards long-term ism The way of development , And towards  “ New retail center in the future ”  Our vision continues to move forward .